ABM Program
Every target account tiered, tracked and worked by the right play
Account-based marketing in six modules: ICP model, TAM sourcing, CRM enrichment, signal tracking, marketing & SDR enablement and revenue reporting. Runs on our RevOps and Outbound Campaigns services.
Why ABM stalls
You're not alone. These are the problems we hear from every B2B company spending €5K+ a month on tools that don't talk to each other.
No shared ICP
Sales and marketing each have their own idea of a good account, so nobody agrees on who to target.
A TAM in spreadsheets
The target account list lives in a spreadsheet that nobody has updated since it was made.
Empty CRM fields
The fields you need to tier an account are missing or out of date in the CRM.
Signals nobody acts on
A target account visits your pricing page or hires a new sales leader, and nobody follows up.
No report that ties accounts to pipeline
You cannot show which accounts moved, what moved them, or what pipeline the program created.
The six modules
What the ABM Program sets up
Six modules, built in this order. Each one ends with deliverables you keep.
ICP model
A tier matrix that sorts every account into Tier 1, 2, 3 or Disqualified, with a reason per tier. You get: the tier matrix (firmographics, technographics, fit signals and disqualifiers, a band per tier); a regression set of 8–10 known accounts with their expected tiers; a never-target list; the matrix stored in your CRM.
ICP model
A tier matrix that sorts every account into Tier 1, 2, 3 or Disqualified, with a reason per tier. You get: the tier matrix (firmographics, technographics, fit signals and disqualifiers, a band per tier); a regression set of 8–10 known accounts with their expected tiers; a never-target list; the matrix stored in your CRM.
TAM sourcing
Every account that scores Tier 3 or better, tiered, with the buying group mapped for Tier 1 and 2. You get: an account list from several sources, deduplicated on domain; every account scored against the matrix and re-scored when the matrix changes; stakeholder maps with 3–6 contacts per Tier 1 and 2 account, each with buying role and verified email; your TAM size per tier.
CRM enrichment
Every field the tier matrix needs as a real CRM property, filled and sourced. You get: a CRM cleanup (accounts deduplicated on domain, contacts linked to their account); the ABM property model (tier, reason and override, firmographics, technographics, fit signals, awareness); an enrichment run with the source and date of every value, never overwriting values your team entered; a fill-rate report per property.
Signal tracking
First-, second- and third-party signals on the account record, each worth points that decay over 90 days. You get: first-party signals (website and pricing-page visits, email engagement, meetings, proposal views); second-party signals (LinkedIn ad engagement, post reactions and comments, connection accepts, DM replies); third-party signals (funding, hiring, new leaders, stack changes); signal-to-account matching, a point table and a live signal feed per account.
Marketing & SDR enablement
A play for every tier and awareness stage, triggered by the signals. You get: a tier × awareness-stage play matrix; CRM events and Slack alerts when an account changes stage or a Tier 1 account goes cold; LinkedIn matched audiences per tier and stage; human-in-the-loop sequences for Tier 1–2 and automated sequences for Tier 3; a rep playbook and training.
Revenue reporting
Accounts per awareness stage, the signals that moved them, and the pipeline the program created. You get: awareness scoring live (Identified → Aware → Interested → Evaluating → Selecting); a marketing report with accounts per stage per tier, month over month; an SDR report with plays run and reply and meeting rates per tier; a pipeline report with signal-influenced pipeline, win rate and cycle time by tier.
Runs on
Built on our RevOps and Outbound services
The program runs on two of our services. Paid Media Campaigns is optional.
How it runs
Plan. Design. Deploy. Adopt.
Every engagement follows the same four phases. Nothing is built before you sign off the design.
Plan
About two weeks. The audit and the ICP model: we review your CRM, your data and the deals you have won and lost, and draft the tier matrix.
Plan
About two weeks. The audit and the ICP model: we review your CRM, your data and the deals you have won and lost, and draft the tier matrix.
Design
About two weeks. The property model and the play matrix: which fields, which signals, and which play runs for each tier and awareness stage. You sign it off before we build anything.
Deploy
Six to twelve weeks. We source and tier your TAM, enrich the CRM, switch on signal tracking, launch the plays and build the reporting.
Adopt
Your team takes ownership. Reps get the playbook and training, we track adoption, and your team runs the plays day to day.
FAQ
Frequently asked questions
Start with an audit of your accounts
About two weeks: your CRM and won deals reviewed, a first tier matrix, and a plan for the signals worth tracking. The fee is credited if you continue into Design and Deploy.
Continue with Ryzo? Your audit fee is credited to the engagement — you only pay once.