Orchestrate Account-Based Marketing Campaigns

This skill provides account-based marketing strategy across three core competencies: ABM strategy (account selection, tier definition, persona mapping, play development, and sales alignment), campaign orchestration (multi-channel coordination, personalization at scale, timing and sequencing, content mapping, and touchpoint optimization), and measurement (account engagement scoring, pipeline attribution, ABM ROI, coverage metrics, and influence tracking). It structures accounts into a three-tier framework: Tier 1 Strategic (1:1, 10-50 accounts, high investment, fully custom personalization and bespoke content, executive-engagement and custom-event plays), Tier 2 Scale (1:Few, 50-500 accounts, medium investment, industry or segment personalization with templated content, industry campaigns and webinars), and Tier 3 Programmatic (1:Many, 500+ accounts, lower per-account investment, automated personalization with dynamic fields, targeted advertising and sequences).

Use it to design or run an account-based marketing motion at any of the three tiers - from fully bespoke 1:1 executive engagement to programmatic, automated outreach at scale. It is not a general-audience marketing playbook: the tiers, plays, and content investment level are specifically calibrated to account count and deal size, not broad-market campaigns.

Given a target account list, it maps accounts to a tier and recommends plays: executive engagement (executive briefings, advisory boards, VIP events, executive sponsorship), digital engagement (personalized ads, custom landing pages, targeted content, retargeting), and direct engagement (direct mail, personalized gifts, custom experiences, field events). It also scores account engagement on a point scale - website visit (1), content download (5), event registration (10), demo request (25), meeting scheduled (50), opportunity created (100) - to track pipeline attribution and ABM ROI.

Names a specific ABM tech stack by category: orchestration platforms (6sense, Demandbase, Terminus), intent data providers (Bombora, G2), advertising channels (LinkedIn, Display), personalization tools (Mutiny, PathFactory), and gifting platforms (Sendoso, Postal).

Enterprise marketing teams running account-based programs who need a tiered framework connecting account investment level to personalization depth, play selection, and a concrete engagement-scoring model for measuring pipeline impact.