ABM Program Design: From Spreadsheets to Salesforce

The Problem

Traction Monkey's sales team was chasing unqualified accounts with no structured ICP or account scoring. Marketing and sales had separate target lists, leading to wasted effort and misaligned goals.

The Goal

Build a unified ABM program with account selection criteria, tiered engagement strategy, and closed-loop reporting in Salesforce.

Strategy

Defined ICP using firmographic, technographic, and intent signals. Segmented accounts into three tiers (Tier 1: white glove, Tier 2: targeted campaigns, Tier 3: programmatic). Built a Salesforce custom object to track account engagement scores and campaign touchpoints.

Execution

Partnered with sales to score 500+ accounts, launched personalized LinkedIn and email campaigns for Tier 1 (25 accounts), deployed targeted content syndication for Tier 2 (100 accounts), and created lookalike audiences for Tier 3. Integrated 6sense for intent data.

Results

Tier 1 accounts had 4x higher engagement than non-ABM. Sales velocity improved by 22 days on average. Win rate on ABM accounts reached 38% vs. 14% for non-ABM. Pipeline from ABM grew to 42% of total.

What I'd Do Next

Introduce account-based advertising with display and video, expand intent signal library with Bombora, launch executive gifting program for Tier 1, and build predictive account scoring model using historical win/loss data.