CMO · Playbook · Advanced · Saves 60+ hours
ABM Campaign Orchestration Playbook
A complete playbook for orchestrating ABM campaigns across channels, stages, and account tiers. From first touch to closed revenue.
What's included
- ABM Campaign Architecture
- Tier-based campaign design
- Channel orchestration framework
- Timing and cadence guidelines
- Personalization levels by tier
- Campaign Playbooks by Tier
- Tier 1 (1:1) campaign templates
- Tier 2 (1:few) campaign templates
- Tier 3 (1:many) campaign templates
- Channel Execution Guides
- Display advertising for ABM
- LinkedIn ABM advertising
- Direct mail for ABM
- Email for ABM
- Content personalization
- Sales Collaboration Framework
- Sales-marketing ABM roles
- Account intelligence sharing
- Meeting coordination process
- Closed-loop feedback
- Measurement Framework
- ABM metrics hierarchy
- Account engagement scoring
- Pipeline attribution for ABM
- ABM ROI calculation
Best used when
- Launching ABM programs
- Scaling ABM from pilot to program
- Improving ABM performance
- Training ABM teams
- ABM-sales alignment
Why this is Gold
ABM is complex and easy to mess up. This playbook provides the complete orchestration framework, not just individual tactics, ensuring all pieces work together.
The template
The Template
TIER 1: ONE-TO-ONE ABM (10-25 Accounts)
Account Research Template
| Field | Research |
|---|---|
| Company background | |
| Recent news | |
| Key initiatives | |
| Decision makers | |
| Buying committee | |
| Pain points | |
| Competitors used | |
| Triggers |
Tier 1 Campaign Sequence
| Week | Channel | Action | Personalization |
|---|---|---|---|
| 1 | Direct mail | Executive gift + letter | Hand-signed, company-specific |
| 1 | Connect with key contacts | Personal message | |
| 2 | Personalized value prop | Custom content | |
| 2 | SDR call | Warm outreach | Reference gift |
| 3 | Content | Custom asset (POV paper) | Company-specific insights |
| 3 | Engage with content | Thoughtful comments | |
| 4 | Case study similar company | Industry-specific | |
| 4 | SDR call | Meeting request | |
| 5 | Executive | CEO/CXO outreach | Peer-to-peer |
| 6 | Event | Private roundtable invite | Exclusive |
TIER 2: ONE-TO-FEW ABM (50-100 Accounts)
Segment Clusters
| Cluster | Accounts | Common Trait | Custom Message |
|---|---|---|---|
| Industry A | 20 | ||
| Industry B | 25 | ||
| Use case 1 | 30 | ||
| Use case 2 | 25 |
Tier 2 Campaign Sequence
| Week | Channel | Action | Customization |
|---|---|---|---|
| 1 | LinkedIn Ads | Targeted display | By segment |
| 1 | Nurture start | Segment-specific | |
| 2 | Content | Gated asset | Industry/use case |
| 2 | SDR | Prioritized outreach | Segment talking points |
| 3 | Webinar | Segment-specific | Industry focus |
| 3 | Display | Retargeting | Segment creative |
| 4 | Direct mail | Dimensional mailer | Segment-themed |
| 4 | SDR | Follow-up |
TIER 3: ONE-TO-MANY ABM (200-500 Accounts)
Account List Upload Strategy
| Platform | Targeting | Budget |
|---|---|---|
| Company list upload | $ | |
| Google Ads | Customer Match | $ |
| Programmatic | Account-based DSP | $ |
Tier 3 Campaign Sequence
| Week | Channel | Action |
|---|---|---|
| Ongoing | Display ads | Always-on awareness |
| Bi-weekly | Automated nurture | |
| Monthly | Content | New asset promotion |
| Quarterly | Webinar | Scaled event |
| Monthly | SDR | Intent-triggered outreach |
SALES COLLABORATION
Account Intelligence Sharing
Marketing provides:
- Engagement score updates (weekly)
- Content consumption alerts (real-time)
- Website visit notifications (real-time)
- Intent signal alerts (as available)
Sales provides:
- Deal stage updates
- Meeting outcomes
- Relationship map updates
- Competitive intelligence
Meeting Coordination
| Engagement Score | Action |
|---|---|
| 0-30 | Continue marketing nurture |
| 31-60 | SDR prioritized outreach |
| 61-80 | AE meeting request |
| 81-100 | Executive involvement |
ABM METRICS
Engagement Metrics
| Tier | Metric | Target |
|---|---|---|
| Tier 1 | Account engagement rate | >70% |
| Tier 2 | Account engagement rate | >50% |
| Tier 3 | Account engagement rate | >30% |
Pipeline Metrics
| Metric | Tier 1 | Tier 2 | Tier 3 |
|---|---|---|---|
| Opp creation rate | >40% | >25% | >15% |
| Win rate | >50% | >35% | >25% |
| Avg deal size | $__ | $__ | $__ |
Frequently asked questions
What is the ABM Campaign Orchestration Playbook?
A complete playbook for orchestrating ABM campaigns across channels, stages, and account tiers. From first touch to closed revenue.
Who is the ABM Campaign Orchestration Playbook for?
It is built for CMOs and their teams working on Demand Generation. The AI coach adapts it to your company, stage, and goals.
How long does the ABM Campaign Orchestration Playbook take to use?
It saves roughly 60+ hours versus building from scratch. Our AI coach can tailor the playbook to your situation in minutes, then hand you a step-by-step plan.
Is the ABM Campaign Orchestration Playbook free?
Yes. You can read the full playbook and start getting coached through it for free. Sign in to save your tailored version and track your next steps.
How does the AI coach help with the ABM Campaign Orchestration Playbook?
The coach teaches you the framework, asks a few questions about your business, tailors the playbook to you, and gives you measurable next steps to execute.