DG-301a · Module 1

ABM Tiering Strategy

3 min read

Not all ABM accounts deserve the same level of investment. ABM tiering creates three levels of account treatment, each with a defined resource allocation, personalization depth, and engagement model. The tier determines the campaign architecture — from fully bespoke 1:1 campaigns for tier-one accounts to scaled 1:few campaigns for tier three.

  1. Tier 1: Fully Bespoke (5-10 accounts) Custom content created for each account — personalized landing pages, account-specific case studies, custom presentations, and direct executive engagement. Budget: $10,000-25,000 per account per quarter. These are your whale accounts where a single win justifies the entire ABM program budget.
  2. Tier 2: Cluster Personalization (15-25 accounts) Accounts grouped by shared characteristics — same industry, same challenge, same technology stack. Content is personalized to the cluster, not the individual account. Sequences reference industry-specific pain points and cluster-relevant proof anchors. Budget: $2,000-5,000 per account per quarter.
  3. Tier 3: Programmatic ABM (50-100 accounts) Scaled account-based targeting using automated personalization — dynamic content, account-level ad targeting, and persona-specific sequences with account context inserted programmatically. Budget: $500-1,000 per account per quarter. This tier bridges ABM and high-quality outbound.

Do This

  • Tier your ABM accounts by deal potential and allocate resources proportionally
  • Create distinct campaign playbooks for each tier with defined personalization depth
  • Move accounts between tiers quarterly based on engagement signals and deal progression

Avoid This

  • Treat all ABM accounts the same regardless of deal potential
  • Invest tier-one resources in tier-three accounts because "they might surprise us"
  • Lock accounts into tiers permanently — signal strength changes, and tiers should reflect that