ABM Playbook 2026

February 27, 2026

Tools used

Download playbook

Enter your email

By clicking download you subscribe to our marketing communications.

A data-driven GTM system that reverse-engineers the ICP from CRM wins and losses, builds and tiers the TAM, maps stakeholders, tracks multi-layer signals, and orchestrates coordinated demand generation plays.

Dan Rosenthal

How it works

Step 1: Build the ICP model

Start with revenue truth and pull data from CRM (HubSpot / Salesforce).

Closed Won
- Identify highest spend customers.
- Analyze:
  - ACV
  - Sales cycle
  - Expansion revenue
- Interview AEs and CSMs.
- Extract:
  - Buying triggers
  - Decision-makers involved
Closed Lost
- Identify common patterns:
  - Industry mismatches
  - Budget issues
  - Competitor wins
  - Repeated objections
Output:
- Win patterns
- Loss patterns

‍

Step 2: Build the ICP Model

Backtest ICP using CRM data and define:

Firmographics
- Industry
- Headcount
- Revenue
- Geography
Technographics
- Tools used
- Tech stack
Account-Fit Signals
- Hiring activity
- Funding stage
- Growth signals

‍

Step 3: Build Broad TAM Map

Source companies using multiple inputs.

Databases
- Apollo
- AI Ark
- Ocean.io
- Discolike
- Sales Navigator
- StoreLeads
Scraping
- Apify
- Octoparse
- Serper.dev
- Python

Aggregate all accounts into Clay.

‍

Step 4: Data Enrichment & AI Qualification

Clean and filter in Clay.

Enrich firmographics and technographics.
Use “Use AI” in Clay with ChatGPT model.
Classify accounts:
- Qualified
- Not Qualified
Remove non-qualified accounts.

‍

Step 5: Account Scoring & Tiering

Score accounts using:

Clay formulas
AI scoring logic

Assign tiers:

Tier 1: Strong fit
Tier 2: Good fit
Tier 3: Okay fit

Push tier property to CRM.

‍

Step 6: Enrich Target Account List

Operationalize Tier 1 and Tier 2 accounts.

Sync prioritized accounts into:
- LinkedIn Ads
- HubSpot Ads
Build buying committee audiences.

‍

Step 7: Contact Sourcing & Stakeholder Mapping

For each qualified account, source:

Decision Makers
Champions
Influencers

Enrich contacts and upload to CRM:

Companies
Contacts
Custom properties:
- Tier
- ICP fit
- Stakeholder role

‍

Step 8: Signal Tracking Infrastructure

Track multi-layer signals.

1st Party
- CRM activity
- Outreach replies
- Website visits
- Gated downloads
2nd Party
- Ad engagement
- LinkedIn engagement
- Event participation
- Warm intros
3rd Party
- Hiring signals
- Funding news
- Tech stack changes
- Social signals

‍

Step 9: Lead Scoring

Implement scoring system.

Create awareness stages:

Identified
Aware
Interested
Considering
Selecting

Create CRM custom events:

Pricing page visits
Demo requests
High-intent actions

Trigger:

CRM tasks
Slack notifications for qualified activity

‍

Step 10: Demand Generation Execution

Run coordinated plays based on:

Tier
Awareness stage
Signal strength
1:1 Plays
- Warm intros
- Personalized microsites
- Event invites
- Manual outreach
1:Many Plays
- Automated emails
- Parallel dialing
- Retargeting ads
- Webinars
- Video outreach
- Social content
- LinkedIn DMs

‍

Step 11: Push Back to CRM

Sync all engagement and signals back to CRM.

Monitor:

Pipeline progression
Tier movement
Awareness shifts
Closed Won rate
Revenue by tier

Final Output:

Account mapped
Company tiers defined
Stakeholder maps complete
Signals centralized
Awareness scores tracked
Closed Won attribution clear

‍

Scroll to zoom in and out, drag to navigateUse 2 fingers to drag, zoom in and out

ICP Modeling Guide

A practical, data-driven playbook for building an ICP model from your closed-won and closed-lost deals — enriching accounts in Clay, finding win/loss patterns with Claude Code, and turning them into validated Tier 1/2/3 criteria.

AABBMMRReevvOOppssOOuuttbboouunndd

Fivos Aresti

December 29, 2025

Product Sign-Up Outreach Playbook

Turn product sign-ups into pipeline: capture new users via a Clay webhook, enrich the contact and company, classify work vs personal emails, score fit into tiers, sync everything to HubSpot, and route each tier into LinkedIn or email outreach.

OOuuttbboouunndd

Fivos Aresti

June 7, 2026

The PLG-to-Sales HubSpot Playbook

A product-led sales playbook for HubSpot: map a product-aware data model, build custom objects, sync product and sign-up data, score accounts on fit and usage, and automate lead, deal, and outreach workflows from one workspace.

RReevvOOppss

Anabel Arndt

May 29, 2026