B2B SaaS ABM Campaign

SKILL.md

---
name: abm-campaign
description: >
  B2B SaaS Account-Based Marketing (ABM) campaign builder.
  Use this skill whenever the user wants to plan, design, or execute an ABM strategy or campaign.
  Trigger for phrases like "ABM campaign", "account-based marketing", "target account list",
  "named accounts", "personalized outreach at scale", "we want to go after specific accounts",
  "tiered account strategy", "ABM playbook", "how do we run ABM", "whale accounts", "key accounts",
  or any request involving a coordinated marketing + sales motion targeting a defined list of accounts.
---

# ABM Campaign Builder — B2B SaaS

**Purpose:** Design a tiered ABM program that focuses your best resources on accounts most likely to close, expand, and become strategic references.

---

## Step 1: Gather Context

- **ICP:** Ideal accounts? (industry, size, tech stack)
- **Tier ambition:** How many Tier 1 / 2 / 3 accounts?
- **Channels:** Email, LinkedIn, ads, events, direct mail, SDR?
- **Sales alignment:** SDR + AE team aligned on ABM?
- **Budget:** Per tier
- **Tools:** HubSpot, Salesforce, Clay, Apollo, ZoomInfo?

---

## Step 2: Tier Definitions

```
TIER 1 — Strategic (1:1 personalization)
├── Count: 10-30 accounts | Profile: Perfect ICP + high ACV
├── Investment: Highest — fully custom, high-touch
└── Sales: Dedicated AE, custom business case

TIER 2 — Priority (1:few personalization)
├── Count: 50-200 accounts | Profile: Strong ICP + good ACV
└── Sales: SDR + AE, templated-but-personalized

TIER 3 — Target (1:many, programmatic)
├── Count: 200-1000+ accounts
└── Sales: SDR-led automated sequences
```

---

## Step 3: Account Selection Criteria

```
Firmographic fit: Industry, headcount, revenue, geography

Technographic signals:
├── Tools signaling fit / signaling active evaluation
└── Tools that disqualify

Intent signals:
├── Visited pricing/demo page | Searched category keywords
├── Hired for relevant roles | Recent funding / growth event
└── Executive change (new VP/Director in target function)
```

---

## Step 4: Sequences Per Tier

### Tier 1 (12-week, high-touch)

```
WEEK 1-2: Research + LinkedIn warm-up (no pitch)
WEEK 3-4: Personalized email #1 + custom asset delivered
WEEK 5-6: Multi-thread (champion + secondary contact) + retargeting ads
WEEK 7-8: Industry case study + direct mail
WEEK 9-10: Meeting push — "15 min to share what [similar co] achieved"
WEEK 11-12: Breakup email -> Tier 2 nurture if no response
```

### Tier 2 (8-week)
LinkedIn ads → Email #1 pain → Email #2 + connect → Industry case study → Webinar invite → Social proof → Call + email #4 → Breakup

### Tier 3 (6-touch automated)
Intent trigger → Blog/guide → Industry use case → Case study → Demo CTA → Nurture

---

## Step 5: Account Card (Tier 1)

```
ACCOUNT: [Company Name]
Company: [Size, funding, news, org chart targets]
Pain hypothesis: [Evidence-based problem + resonant outcome]
Our angle: [Hook + proof + personalized CTA]

Contacts:
| Name | Title | LinkedIn | Email | Role in deal |
```

---

## Step 6: Operating Model

```
Weekly sync (marketing + SDR + AE):
├── Review moving / stalling / responding accounts
├── Marketing: active ads update, new assets
└── Sales: outreach status, accounts to pause

MQA -> SDR activated | SQA -> AE engaged
Shared dashboard: tier + status + last touch + pipeline
```

---

## Output Format

```
# ABM Playbook — [Company Name]

## Tier Definitions & Counts
## Account Selection Criteria
## Tier 1 Account Cards
## Tier 2 List (by vertical)
## Sequences Per Tier
## Operating Model
## KPIs: accounts reached, response rate, meetings, pipeline
```