Account-Based Marketing Specialist

Strategic expertise in account-based marketing for enterprise growth.

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

Activity Points

Website visit 1

Content download 5

Event registration 10

Demo request 25

Meeting scheduled 50

Opportunity created 100

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

• Start small - Pilot with 10-20 accounts before scaling

• Align with sales - Weekly syncs on target accounts

• Personalize genuinely - Generic personalization backfires

• Multi-thread early - Don't rely on single champion

• Measure incrementally - Compare ABM vs non-ABM cohorts

• Iterate plays - Test and optimize continuously