We just shipped a 4,500-word ABM guide with Kyle Poyar at Growth Unhinged.
If you’re a B2B company with:
an ACV of $50k+
a constrained TAM (<20,000 qualified companies)
And already have a team of BDRs…
This is exactly the program we’d recommend running.
Here’s what the program covers:
How to build a modern ABM engine
1. TAM and stakeholder mapping
Pull closed-won and closed-lost data from your CRM
Interview AEs and CSMs to find patterns
Build the ICP based on firmographics, technographics, account fit signals
Combine 3+ data sources for TAM coverage
Qualify with AI agents in Clay
Source stakeholders by persona
Verify contacts via Findymail and BetterContact
2. Account research
We typically use 30+ custom data points per account, all mapped to HubSpot properties:
Company headcount
Tech stack and competitor usage
Recent funding events
Parent-child company relationships
Industry-specific signals (clinical trials, media buying, etc.)
3. CRM cleanup and enrichment
Dedupe CRM using domains and emails
Trigger via list enrollment or webhooks
Backfill existing records
Custom views and segments by tier
On-demand enrichment buttons for reps
4. Signal tracking
Track signals across three categories:
1st-party signals: data you own
2nd-party signals: data given exclusively to you
3rd-party signals: public data
Sync to CRM as custom events.
Route to reps and create CRM tasks and Slack notifications.
5. Awareness scoring
Roll up 1st and 2nd party signals into an awareness score.
Five stages:
Identified
Aware
Interested
Considering
Selecting
Automatically update awareness using workflows.
6. Demand generation
Use tiering and awareness to plan account activation.
1:1 plays
Warm intros
Personalized microsites
Event invites
Manual outreach
1:many plays
Automated emails
Parallel dialing
Retargeting ads
Webinars and social content
Video outreach
Connection requests / DMs
7. ICP pipeline progression reporting
The closing loop: knowing what's actually working.
Reports we set up in HubSpot:
Pipeline by tier
Pipeline by segment
Pipeline by play
Conversion rates across awareness stages
Days-to-close by tier
So what do you do with this?
ABM looks nothing like the playbook from 2018. The new version is built on signals, AI enrichment, and GTM engineering.
We’ve implemented dozens of these programs.
If you want help setting one up for your team..
Book a meeting here.
We'll walk you through it.