--- name: abm-1-to-many description: >- Execute Programmatic ABM (1-to-many) for 50-200+ accounts — automated personalization, scaled outbound, lookalike expansion. Triggers on: "1-to-many ABM", "programmatic ABM", "scaled ABM", "automated ABM". license: MIT compatibility: Claude Code, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose metadata: version: "1.0.0" author: LeadMagic category: abm tags: [abm, 1-to-many, programmatic-abm, scaled, automation] frameworks: - "TOPO Programmatic ABM" - "Clay Automation Patterns" - "ITSMA — Account-Based Marketing" --- # ABM 1-to-Many (Programmatic) ## Overview Programmatic ABM for 50-200+ accounts using automation, lookalike modeling, and scaled personalization. This tier uses the same methodology as 1-to-1 and 1-to-few but replaces manual effort with AI and workflow automation. ## Authoritative Foundations - **TOPO Programmatic ABM** — Named methodology governing recommendations in this skill's process. - **Clay Automation Patterns** — Waterfall enrichment, Claygent research, and table-based GTM automation. - **ITSMA — Account-Based Marketing** — Tier-based ABM (1:1 / 1:few / 1:many); measure pipeline from target accounts, not lead volume. ## When to Use - "Scale ABM to more accounts" - "Programmatic ABM setup" - "Automated account-based outreach" - "Expand ABM coverage without headcount" ## Step-by-Step Process ### Phase 1: Lookalike Expansion Start from Tier 1-2 winners and expand: - **ICP lookalike:** Find accounts matching your top 10% win profile - **Intent lookalike:** Accounts showing similar buying signals to closed-won - **Engagement lookalike:** Accounts engaging with content the way winners did pre-opportunity - **Trigger lookalike:** Accounts with same triggers (funding, hiring, tech change) ### Phase 2: Automated Account Intelligence Use enrichment and AI to auto-build briefs: - Clay workflow: pull firmographics, technographics, news, signals - AI summarizes: company snapshot, pain hypothesis, relevant proof points - Auto-prioritize: score accounts 0-100 and assign to SDR queues ### Phase 3: Scaled Personalization - **Dynamic landing pages:** URL params personalize hero/headline by industry/company - **Tokenized email sequences:** Merge fields beyond first name — industry, tech stack, signal - **Automated LinkedIn:** AI drafts personalized connection notes and DMs - **Retargeting:** Account-based ad audiences on LinkedIn by company name or domain ### Phase 4: Automated Cadence Orchestration - SDR assigned accounts per round (rotating to prevent burnout) - Automated task creation in CRM per account - AI drafts first outreach; SDR reviews and sends - AI handles replies (OOO, not interested, wrong person); SDR handles positive replies ### Phase 5: Feedback Loop - Weekly review: which accounts engaged, which didn't - Kill accounts after 8 touches with no reply - Feed winners back into lookalike model - Continuously refine ICP based on engagement patterns ## Output Format Programmatic ABM plan with: lookalike criteria, enrichment workflow, personalization templates, SDR routing rules, and optimization framework. ## Quality Check Before delivering, verify: - [ ] All required sections are complete - [ ] Output matches the user's stated need - [ ] Named frameworks are cited for key recommendations - [ ] No vague claims — every recommendation has a specific action - [ ] Deliverable is ready for operational use, not just conceptual ## Common Pitfalls 1. **Treating ABM as a marketing-only initiative.** ABM requires tight sales alignment. Without BDRs assigned to specific accounts and shared account briefs, marketing produces content nobody uses. Fix: weekly ABM standups with marketing + BDRs + AEs. 2. **One-size-fits-all tiering.** Applying the same playbook to Tier 1 and Tier 3 accounts. Fix: Tier 1 gets custom content and executive engagement; Tier 3 gets automated personalization. 3. **Measuring ABM on MQLs.** ABM success is pipeline from target accounts, not lead volume. Fix: track coverage %, engagement depth, pipeline created, and win rate by tier. ## Execution Artifacts - `references/framework-notes.md` — named frameworks, citation anchors, and operating assumptions - `templates/output-template.md` — copy-paste deliverable structure for the user - `scripts/check-output.py` — local checklist validator for required sections This skill includes lightweight artifacts the agent can load on demand: Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice. ## Implementation Depth Use this section when the user asks for a finished asset, not a high-level explanation. ### Diagnostic Questions 1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led? 2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed? 3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none? 4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow? 5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure? ### Framework Application Map the recommendation explicitly to the named frameworks in this skill: - TOPO Programmatic ABM: apply only the part that directly improves the requested deliverable. - Clay Automation Patterns: apply only the part that directly improves the requested deliverable. - ITSMA — Account-Based Marketing: apply only the part that directly improves the requested deliverable. ### Deliverable Standard A strong output from this skill includes: - A crisp diagnosis of the current situation - A recommended path with tradeoffs, not a generic list - A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan - A measurement plan with leading and lagging indicators - Risks and edge cases called out before execution ### Adaptation Rules - For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity. - For mid-market: include workflow ownership, handoffs, integrations, and enablement assets. - For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements. ## Related Skills - clay-automation, ai-sdr-setup, list-building, signal-scoring, icp-scoring