ABM account engine

1. For T1 accounts, identify Champion, Economic Buyer, and ≥1 Influencer, minimum 3 stakeholders. Instantiate this archetype for your ICP (write the actual roles, e.g. "Champion = Head of Integrity; Economic Buyer = VP Ops/CIO; Influencer = IT-Security").
2. In regulated or technical verticals the Compliance / Security / Legal stakeholder is a GATE, not just an influencer, they can veto (SOC2/ISO, safety/regulatory, procurement security review). Map and warm them early, not at procurement.
3. For T2 cluster accounts, map Champion + Economic Buyer per account; use Clay to enrich contact profiles and verify emails.
4. For T3 accounts, pull all ICP-role contacts from Apollo, at least 2 per account.
5. Log the committee map in the CRM; flag single-threaded accounts as at-risk.
6. Use person-level site identification (RB2B, or identified analytics where RB2B isn't connected) to catch uncontacted stakeholders already visiting the site.
7. Shape the map to the deal stage. Early: champion, economic buyer, key influencer. Mid: add technical evaluator, procurement, IT. Pre-close: audit every role and check for blockers. Report coverage gaps by function, not just a contact count.
8. A missing role is a research task, not a licence to invent contacts. Verify each person still works there and in that role, resolve them against existing CRM records before creating anything, and keep prior replies and relationships attached.

1. Upload the committee contacts list as a LinkedIn Matched Audience (CSV upload; minimum 300 contacts, combine T1+T2 lists to hit the threshold).
2. Run a Sponsored Content campaign with one coherent asset per cluster. Match the asset to the tier on the content resource-intensity ladder: T3 = broad pain-point / industry content; T2 = segment or company-size benchmark / teardown; T1 = hyper-personalised or bespoke.
3. Set budget by tier against a resourcing model (see the playbook's *Resourcing & scale* section) so account count and spend stay consistent: T1 warrants higher CPM bids; T2 clusters run at standard rates.
4. Let the campaign run for 3 weeks before outbound sequences launch, the pre-warming window.
5. Monitor frequency per stakeholder; pause accounts where an individual has seen the ad 8+ times without engaging.

Owner (suggested): Sales / AE.

1. For T1 accounts: personalised AE-signed email to Champion and Economic Buyer simultaneously, referencing the same asset as the LinkedIn ads. Opener = one specific insight from their company or role, sourced from Clay enrichment.
2. For T2 clusters: semi-personalised sequences via Instantly or HeyReach, cluster theme + asset, not a generic product pitch.
3. For T3: full-sequence automation from Instantly, fire only on accounts that hit the engagement threshold (ad click + email open + pricing page visit).
4. Interrupt all sequences immediately on a reply, don't let automation continue after a human conversation starts.
5. High-touch plays for T1 (run as time-boxed experiments): an invite-only roundtable/workshop for the committee, and/or a bespoke per-account report, the two highest-converting motions in the field. Spin these up as initiatives off this step.
6. Human approval, T1 account touches require AE approval before send.

Owner (suggested): Sales / AE.

1. Monitor intent alerts from the best source connected, person-level de-anon (RB2B/Koala) where available, otherwise identified analytics visitors and company-level triggers. Any target-account signal on pricing/solutions (or a fresh regulatory/M\&A trigger) fires an immediate Slack notification.
2. Set the SLA by signal precision: a person-level signal (named stakeholder on pricing) = respond within 4 hours with a personalised touch; a company-level or lower-confidence signal = same-day / daily digest, don't burn AE time chasing noise.
3. Work all replies across channels: classify as Interested / Not now / No; route Interested to a fast booking link or two suggested times.
4. escalate any multi-stakeholder reply thread needing strategic judgement.
5. Log the sourcing signal (which trigger preceded the reply) for the measurement step.
6. Qualify a trigger before acting on it. Keep the exact evidence and the date the event *happened* (not when a feed surfaced it). Write the operational implication in one line, why this changes their priorities now. Check fit, open deals, recent touches and suppression. Then decide engage / nurture / research / skip, and record the strongest argument against your own decision.
7. No verified person, no draft. If the signal is company-level and no stakeholder close to the change is confirmed, the outcome is *research the contact*. Rank the account + event + person together, not the event alone. Duplicate events and changes already acted on are suppressed.
8. Record outcomes (reply, positive reply, meeting, disqualified) by trigger type and keep the skips, adjust signal weights only after a meaningful sample.

Owner (suggested): Marketing-ops. This step doubles as the weekly sales–marketing account review.

1. Compute the weekly engaged accounts count: target accounts with ≥2 stakeholders active in the last 30 days (any channel, ad impression + open counts; meeting = definite).
2. Track the full account-level scoreboard, not just engagement: pipeline influenced (£/$ of opps with a prior ABM touch), win rate vs unengaged baseline, average buying-committee size, account velocity (days first-touch → opp), and cost per engaged account.
3. The win-rate / velocity comparison is the business-case number, report it to the shared sales + marketing forum.
4. Review which signals and clusters produced the most engaged accounts; cut clusters that aren't moving.
5. Update the target account list, scoring weights, T1/T2/T3 thresholds, and the promoted asset; feed changes into next week's account-selection step.
6. Give every account one current stage on an ordered ladder, Unaware → Aware → Engaged → Qualified → Sales-ready → Customer, stored on the company record, separate from the deal pipeline, with the entry date and the evidence that moved it. Defaults to tune on your own data: Aware = exposure (impressions, visits); Engaged = deliberate actions from ≥2 contacts; Qualified = ≥3 contacts across ≥2 functions, or a strong intent signal on a fit account. Engagement stops counting after ~30 days without renewal.
7. Hand over on written criteria, stage, committee coverage, fit tier, and let sales accept or decline each account. Attribute by stage movement of exposed accounts against a comparable unexposed set, not by touchpoint credit.