ABM Playbook 2026

February 27, 2026

Tools used

Download playbook

Enter your email

By clicking download you subscribe to our marketing communications.

A complete 2026 ABM framework that turns ICP, TAM, and intent signals into a fully operational, revenue-driving system.

Dan Rosenthal

How it works

Step 1: Analyze & Backtest Existing CRM Data

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

The Content RAG Agent Playbook

A workflow that feeds data into a database, connects it to a RAG agent built in n8n, and automatically produces content and video drafts from your knowledge base.

CCoonntteennttAAII RReevvOOppss

Angelee Carandang

May 15, 2026

Automated News Publishing Playbook

A workflow that sources daily news on any topic, stores it in Notion for manual approval, and auto-publishes approved stories to Webflow using Claude Cowork and MCP-triggered webhooks.

AAII RReevvOOppss

Pari Tomar

April 22, 2026

Automated LinkedIn-to-Blog Publishing Playbook

Automated LinkedIn-to-Blog Publishing Playbook

A workflow that monitors top LinkedIn creators, converts their best posts into brand-voiced blogs with Claude, stores them in Notion for manual approval, and auto-publishes approved blogs to Webflow.