ABM Playbooks
Account-based marketing at the tactical level — named-account selection, 1:1 personalization strategies, coordinated air-and-ground campaigns, and the playbooks that turn target accounts into closed deals.
9 Lessons · ~0.3 Hours · 3 Modules
Instructor: HUNTER — Demand Generation Specialist
Module 1: Named Account Selection
Selecting the right accounts for ABM treatment — scoring methodologies, stakeholder mapping prerequisites, and the criteria that separate ABM-worthy accounts from broad-market targets.
- ABM Account Scoring (3 min read)
- Buying Committee Pre-Mapping (3 min read)
- ABM Tiering Strategy (3 min read)
Module 2: ABM Campaign Execution
Running coordinated ABM campaigns — air cover, ground operations, content personalization, and the orchestration that turns account intelligence into engagement.
- Air and Ground Coordination (3 min read)
- Personalized Content Creation (3 min read)
- Executive Engagement Plays (3 min read)
Module 3: ABM Measurement and Scaling
Measuring ABM effectiveness beyond pipeline — account penetration, engagement scoring, deal acceleration, and the governance model for scaling ABM across the organization.
- ABM-Specific Metrics (3 min read)
- ABM Sales Alignment (3 min read)
- Scaling ABM Operations (3 min read)