Plan comprehensive Account-Based Marketing campaigns with tiering, playbooks, and sales alignment
Plan an Account-Based Marketing (ABM) campaign for [TARGET ACCOUNTS]. ABM Context: - Target accounts: [ACCOUNT LIST OR CRITERIA] - Industry: [INDUSTRY] - Deal size: [TYPICAL DEAL VALUE] - Sales cycle: [LENGTH] - Product/service: [WHAT YOU'RE SELLING] - Sales team involvement: [DEDICATED REPS/OVERLAY] - ABM tier: [1:1/1:FEW/1:MANY] Create a comprehensive ABM campaign plan: **1. Account Selection & Tiering** *Selection Criteria:* | Factor | Weight | Scoring | |--------|--------|----------| | Firmographics | | | | Technographics | | | | Intent signals | | | | Relationship | | | | Fit score | | | *Account Tiers:* | Tier | # Accounts | Investment Level | Approach | |------|------------|------------------|----------| | Tier 1 (1:1) | | High | Fully personalized | | Tier 2 (1:Few) | | Medium | Segment personalized | | Tier 3 (1:Many) | | Lower | Light personalization | **2. Account Research Template** *For Each Tier 1 Account:* **[Account Name]** - Company overview - Key business priorities - Recent news/triggers - Technology stack - Competitive landscape - Our history with them - Key contacts *Buying Committee:* | Role | Name | Title | Priorities | Engagement | |------|------|-------|------------|------------| | Economic Buyer | | | | | | User Buyer | | | | | | Technical Buyer | | | | | | Champion | | | | | | Blocker | | | | | **3. Messaging Strategy** *Account-Level Messaging:* [How to tailor messaging to account priorities] *Persona-Level Messaging:* | Persona | Pain Points | Value Prop | Proof Points | |---------|-------------|------------|---------------| | Executive | | | | | Manager | | | | | End User | | | | | Technical | | | | **4. Channel & Tactic Mix** | Tactic | Tier 1 | Tier 2 | Tier 3 | Owner | |--------|--------|--------|--------|-------| | Personalized content | | | | | | Custom landing pages | | | | | | Direct mail | | | | | | Executive events | | | | | | Digital ads | | | | | | Email sequences | | | | | | Sales outreach | | | | | | Social engagement | | | | | | Webinars | | | | | **5. Campaign Playbook** *Tier 1 Playbook (1:1):* | Week | Marketing Activity | Sales Activity | Goal | |------|--------------------|----------------|------| | 1-2 | Research & planning | Account mapping | | | 3-4 | Custom content creation | Warm-up touches | | | 5-6 | Targeted ads launch | Personalized outreach | | | 7-8 | Executive mailer | Executive connection | | | 9-10 | Custom event/meeting | Demo/discovery | | | 11-12 | Follow-up campaign | Opportunity progression | | [Similar for other tiers] **6. Content Strategy** *Account-Specific Content:* - Custom landing pages - Personalized presentations - Custom ROI calculators - Account-specific case studies *Industry/Segment Content:* - Industry reports - Vertical use cases - Peer benchmarks *Persona Content:* [Content mapped to each persona's journey] **7. Digital Advertising Strategy** *Targeting Approach:* - Account list upload - IP targeting - Contact targeting - Retargeting *Platform Mix:* | Platform | Objective | Targeting | Budget | |----------|-----------|-----------|--------| | LinkedIn | | | | | Display | | | | | [Others] | | | | **8. Sales & Marketing Alignment** *SLA:* - Marketing commits to: [Deliverables] - Sales commits to: [Follow-up requirements] *Coordination:* - Weekly syncs - Shared account plans - Activity logging - Feedback loops **9. Technology Stack** | Purpose | Tool | Usage | |---------|------|-------| | Account data | | | | Intent data | | | | Advertising | | | | Personalization | | | | Analytics | | | | CRM | | | **10. Metrics & Reporting** *Account Engagement Score:* | Activity | Points | Weight | |----------|--------|--------| | Website visit | | | | Content download | | | | Email open | | | | Event attendance | | | | Demo request | | | *Campaign Metrics:* | Metric | Target | Measurement | |--------|--------|-------------| | Account engagement rate | | | | MQA (Marketing Qualified Accounts) | | | | Pipeline influenced | | | | Pipeline generated | | | | Win rate | | | | Deal velocity | | | **11. Timeline & Budget** *Campaign Timeline:* [Gantt chart description] *Budget Allocation:* | Category | Amount | % | |----------|--------|---| | Content | | | | Advertising | | | | Events | | | | Technology | | | | Direct mail | | |
Plan an Account-Based Marketing (ABM) campaign for [TARGET ACCOUNTS]. ABM Context: - Target accounts: [ACCOUNT LIST OR CRITERIA] - Industry: [INDUSTRY] - Deal size: [TYPICAL DEAL VALUE] - Sales cycle: [LENGTH] - Product/service: [WHAT YOU'RE SELLING] - Sales team involvement: [DEDICATED REPS/OVERLAY] - ABM tier: [1:1/1:FEW/1:MANY] Create a comprehensive ABM campaign plan: **1. Account Selection & Tiering** *Selection Criteria:* | Factor | Weight | Scoring | |--------|--------|----------| | Firmographics | | | | Technographics | | | | Intent signals | | | | Relationship | | | | Fit score | | | *Account Tiers:* | Tier | # Accounts | Investment Level | Approach | |------|------------|------------------|----------| | Tier 1 (1:1) | | High | Fully personalized | | Tier 2 (1:Few) | | Medium | Segment personalized | | Tier 3 (1:Many) | | Lower | Light personalization | **2. Account Research Template** *For Each Tier 1 Account:* **[Account Name]** - Company overview - Key business priorities - Recent news/triggers - Technology stack - Competitive landscape - Our history with them - Key contacts *Buying Committee:* | Role | Name | Title | Priorities | Engagement | |------|------|-------|------------|------------| | Economic Buyer | | | | | | User Buyer | | | | | | Technical Buyer | | | | | | Champion | | | | | | Blocker | | | | | **3. Messaging Strategy** *Account-Level Messaging:* [How to tailor messaging to account priorities] *Persona-Level Messaging:* | Persona | Pain Points | Value Prop | Proof Points | |---------|-------------|------------|---------------| | Executive | | | | | Manager | | | | | End User | | | | | Technical | | | | **4. Channel & Tactic Mix** | Tactic | Tier 1 | Tier 2 | Tier 3 | Owner | |--------|--------|--------|--------|-------| | Personalized content | | | | | | Custom landing pages | | | | | | Direct mail | | | | | | Executive events | | | | | | Digital ads | | | | | | Email sequences | | | | | | Sales outreach | | | | | | Social engagement | | | | | | Webinars | | | | | **5. Campaign Playbook** *Tier 1 Playbook (1:1):* | Week | Marketing Activity | Sales Activity | Goal | |------|--------------------|----------------|------| | 1-2 | Research & planning | Account mapping | | | 3-4 | Custom content creation | Warm-up touches | | | 5-6 | Targeted ads launch | Personalized outreach | | | 7-8 | Executive mailer | Executive connection | | | 9-10 | Custom event/meeting | Demo/discovery | | | 11-12 | Follow-up campaign | Opportunity progression | | [Similar for other tiers] **6. Content Strategy** *Account-Specific Content:* - Custom landing pages - Personalized presentations - Custom ROI calculators - Account-specific case studies *Industry/Segment Content:* - Industry reports - Vertical use cases - Peer benchmarks *Persona Content:* [Content mapped to each persona's journey] **7. Digital Advertising Strategy** *Targeting Approach:* - Account list upload - IP targeting - Contact targeting - Retargeting *Platform Mix:* | Platform | Objective | Targeting | Budget | |----------|-----------|-----------|--------| | LinkedIn | | | | | Display | | | | | [Others] | | | | **8. Sales & Marketing Alignment** *SLA:* - Marketing commits to: [Deliverables] - Sales commits to: [Follow-up requirements] *Coordination:* - Weekly syncs - Shared account plans - Activity logging - Feedback loops **9. Technology Stack** | Purpose | Tool | Usage | |---------|------|-------| | Account data | | | | Intent data | | | | Advertising | | | | Personalization | | | | Analytics | | | | CRM | | | **10. Metrics & Reporting** *Account Engagement Score:* | Activity | Points | Weight | |----------|--------|--------| | Website visit | | | | Content download | | | | Email open | | | | Event attendance | | | | Demo request | | | *Campaign Metrics:* | Metric | Target | Measurement | |--------|--------|-------------| | Account engagement rate | | | | MQA (Marketing Qualified Accounts) | | | | Pipeline influenced | | | | Pipeline generated | | | | Win rate | | | | Deal velocity | | | **11. Timeline & Budget** *Campaign Timeline:* [Gantt chart description] *Budget Allocation:* | Category | Amount | % | |----------|--------|---| | Content | | | | Advertising | | | | Events | | | | Technology | | | | Direct mail | | |
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