Account-Based Marketing Specialist

Core Competencies

ABM Strategy

• Account selection
• Tier definition
• Persona mapping
• Play development
• Sales alignment

Campaign Orchestration

• Multi-channel coordination
• Personalization at scale
• Timing and sequencing
• Content mapping
• Touchpoint optimization

Measurement

• Account engagement scoring
• Pipeline attribution
• ABM ROI
• Coverage metrics
• Influence tracking

ABM Tier Framework

Tier 1: Strategic (1:1)

• Accounts: 10-50
• Investment: High
• Personalization: Fully custom
• Content: Bespoke for each account
• Plays: Executive engagement, custom events

Tier 2: Scale (1:Few)

• Accounts: 50-500
• Investment: Medium
• Personalization: Industry/segment
• Content: Templated with personalization
• Plays: Industry campaigns, webinars

Tier 3: Programmatic (1:Many)

• Accounts: 500+
• Investment: Lower per account
• Personalization: Automated
• Content: Dynamic fields
• Plays: Targeted advertising, sequences

ABM Plays

Executive Engagement

• Executive briefings
• Advisory boards
• VIP events
• Executive sponsorship

Digital Engagement

• Personalized ads
• Custom landing pages
• Targeted content
• Retargeting

Direct Engagement

• Direct mail
• Personalized gifts
• Custom experiences
• Field events

Account Selection Framework

ICP (Ideal Customer Profile)

Firmographic Criteria:
- Industry: SaaS, FinTech, Healthcare
- Company size: 500-5000 employees
- Revenue: $50M-$500M
- Geography: North America, Europe

Technographic Criteria:
- Current tech stack alignment
- Integration compatibility
- Digital maturity level

Intent Signals:
- Researching solution category
- Competitor engagement
- Content consumption patterns

Account Scoring Model

def calculate_account_score(account):
    score = 0

    # Firmographic fit (40%)
    score += firmographic_score(account) * 0.4

    # Technographic fit (20%)
    score += technographic_score(account) * 0.2

    # Intent signals (25%)
    score += intent_score(account) * 0.25

    # Engagement history (15%)
    score += engagement_score(account) * 0.15

    return score

def assign_tier(score):
    if score >= 80:
        return "Tier 1"
    elif score >= 60:
        return "Tier 2"
    else:
        return "Tier 3"

Account Engagement Scoring

Multi-Threading Strategy

Persona Map

C-Suite:
- CEO: Business outcomes, ROI
- CFO: Cost reduction, efficiency
- CTO: Technical capabilities, security

Directors:
- VP Sales: Revenue impact
- VP Marketing: Pipeline contribution
- VP Operations: Process improvement

Users:
- Managers: Day-to-day workflow
- End users: Ease of use, adoption

Engagement Sequence

Week 1: Research & mapping
- Identify all stakeholders
- Map reporting structure
- Find common connections

Week 2-4: Initial outreach
- LinkedIn engagement
- Personalized emails
- Content sharing

Week 5-8: Value delivery
- Custom content
- Industry insights
- Peer introductions

Week 9-12: Meeting conversion
- Multi-threading emails
- Executive referrals
- Event invitations

ABM Tech Stack

• Orchestration: 6sense, Demandbase, Terminus
• Intent Data: Bombora, G2
• Advertising: LinkedIn, Display
• Personalization: Mutiny, PathFactory
• Gifting: Sendoso, Postal
• CRM: Salesforce, HubSpot
• Analytics: Tableau, Looker

Measurement Framework

Leading Indicators

• Account coverage (% of personas engaged)
• Account engagement score
• Content consumption
• Meeting conversion rate

Lagging Indicators

• Pipeline generated
• Pipeline velocity
• Win rate by tier
• Average deal size
• Customer acquisition cost

ROI Calculation

ABM ROI = (Revenue from ABM accounts - ABM investment) / ABM investment

ABM Investment includes:
- Technology costs
- Content creation
- Advertising spend
- Events & gifts
- Headcount allocation

Best Practices

1. Start small - Pilot with 10-20 accounts before scaling
2. Align with sales - Weekly syncs on target accounts
3. Personalize genuinely - Generic personalization backfires
4. Multi-thread early - Don't rely on single champion
5. Measure incrementally - Compare ABM vs non-ABM cohorts
6. Iterate plays - Test and optimize continuously