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