ABM Pilot Playbook: Moving Upmarket with Account-Based Marketing

The Mid-Market to Enterprise Gap

You're currently winning deals at ~$50K ACV with a 6-month sales cycle. Enterprise deals ($150K+ ACV) behave differently:

Traditional lead-gen (capture a form fill, hand to sales) breaks down when:

• Multiple stakeholders need to be influenced, not just one "lead"
• Longer evaluation cycles mean you need sustained presence, not one-time campaigns
• Higher deal values justify personalized, multi-channel engagement

Realistic Expectations for a Crawl-Stage Pilot

You mentioned you're at "crawl stage" with ABM. Here's what success actually looks like for a 90-day pilot:

Unlocking Your Unused Zoominfo Intent Data

You're paying for Zoominfo intent data but not using it. Here's how to activate it for ABM:

Step 1: Configure Intent Topics

In Zoominfo, set up intent monitoring for topics that signal EHS buying activity:

• Primary Topics: EHS software, environmental compliance software, safety management systems, chemical inventory management, SDS management
• Regulatory Triggers: OSHA compliance, EPA regulations, REACH compliance, GHS labeling, hazmat transportation
• Competitor Research: [Your top 3 competitors], EHS platform comparison, chemical management vendors

Step 2: Build Your Initial Account List

Export accounts showing intent in the last 90 days with these filters:

Tier Your Accounts (25-50 Total for Pilot)

Not all accounts get the same treatment. Split your list based on fit score + intent score:

Tier 1 Qualification Criteria

• Revenue >$1B OR employee count >5,000
• Intent score: High in Zoominfo
• Multiple intent topics showing (not just one)
• Existing relationship (past demo, event attendee, content download) OR
• Strategic fit (logo value, industry vertical leader)

Buying Committee Mapping (Tier 1 Only)

For each Tier 1 account, use Zoominfo to identify and map the buying committee:

Target coverage: Identify at least 3-5 contacts per Tier 1 account before launching campaigns.

Account List Targeting Setup

LinkedIn's Company List targeting is the foundation of your ABM campaigns. Here's how to set it up:

Creating Your ABM Audiences

1. Export from Zoominfo: Company names + LinkedIn Company URLs (if available) + domains
2. Upload to LinkedIn: Campaign Manager > Plan > Audiences > Create Audience > Company List
3. Create separate lists: "3E ABM - Tier 1" and "3E ABM - Tier 2"
4. Add job function targeting: Layer with EHS, Operations, IT titles

Audience Layering Strategy

Ad Formats That Work for ABM

Lead gen forms are fine for mid-market, but enterprise ABM needs a different approach:

Recommended Format Mix

Campaign Sequence: Awareness > Engagement > Conversion

Run these campaigns simultaneously, using frequency capping to control exposure:

Budget Allocation for Pilot

We recommend dedicating 20-25% of your $60K monthly spend to the ABM pilot:

Budget Distribution by Stage

Simple SLA for the Pilot

Keep the SLA simple for a pilot. You can add complexity later once you've proven the model.

Marketing Commits To:

• Weekly account engagement report (which accounts are interacting)
• Intent signal alerts within 24 hours of spike
• Buying committee contact enrichment for Tier 1 accounts
• Campaign performance review every 2 weeks

Sales Commits To:

• Outreach to Tier 1 accounts showing engagement within 48 hours
• Log all account activity in Salesforce (even if no access externally)
• Provide feedback on account list quality weekly
• Attend bi-weekly alignment call

How Sales Should Engage Intent-Showing Accounts

When an account shows intent signals or engages with campaigns, here's the playbook:

Intent Signal Response Matrix

Sample Outreach Template (High Intent)

Feedback Loop Without Salesforce Access

Since external partners can't access your Salesforce, build a reporting workflow using Marketo + Power BI:

Weekly Sync Process

1. Marketing exports from Marketo: All engagement by target accounts (email opens, clicks, form fills, web visits)
2. Sales exports from Salesforce: Pipeline changes, meeting notes, deal stage updates for pilot accounts
3. Combine in Power BI: Single dashboard showing account engagement + pipeline status
4. Share weekly: 15-minute call to review, adjust priorities

Account-Level vs. Lead-Level Metrics

Traditional demand gen measures leads. ABM measures accounts. Here's the shift:

Metrics to Track in Your Stack

Here's exactly what to measure using Marketo + Power BI + LinkedIn:

Where to Track Each Metric

What "Success" Looks Like for a 90-Day Pilot

Week-by-Week Breakdown

Key Milestones & Check-ins