ABM Account Scoring

ABM is not outbound with nicer emails. It is a fundamentally different operating model where you invest disproportionate resources in a small number of accounts that justify the investment. The selection criteria are brutal: an account must score high on ICP fit, have an active buying signal or trigger event, present a deal size that justifies 1:1 investment, and have an accessible entry point into the buying committee. Most accounts in your target universe do not qualify for ABM. That is the point.

1. ICP Fit Score Use your LTV-weighted ICP model to score each candidate account. Only accounts in the top 20% of ICP fit should be considered for ABM. ABM amplifies targeting precision — if the targeting is wrong, the amplified investment is amplified waste.
2. Active Signal Assessment Score accounts on the strength and recency of their buying signals: intent data, trigger events, technology migration signals, hiring patterns, and social engagement. An account with strong ICP fit but no active signal goes into the nurture pool. ABM requires timing, not just fit.
3. Deal Size Threshold Calculate the minimum deal size that justifies ABM-level investment. If your average ABM campaign costs $5,000-10,000 per account in content, personalization, and sales time, the target deal must be large enough to make that investment profitable. A $20K deal does not justify ABM treatment. A $200K deal does.