• Analyze 12–24 months of closed-won + closed-lost deals
• Interview top AEs + CSMs for frontline patterns
• Identify traits of fast buyers, slow buyers, churn risks
• Define firmographic + technographic + behavioural fit signals
• Backtest your ICP against historical conversions to validate accuracy

• Pull firmographic matches from Apollo and Sales Navigator
• Use lookalike tools: DiscoLike, Ocean.io, Clay AI
• Deduplicate by domain + parent company
• Validate industry, size, and segment alignment
• Centralize the TAM map in Clay

• Enrich TAL accounts with fit signals + growth indicators
• Add technographic, hiring, intent, and product-fit signals
• Run account research to surface triggers + pain indicators
• Score accounts using your ICP tiering logic (Tier 1/2/3)
• Sync enriched TAL + tiers back to CRM → Tier 1 gets budget + priority

• Capture 1st-party signals: website visits, product usage, CRM activity
• Capture 2nd-party signals: ad engagement, review site visits, partner data
• Capture 3rd-party signals: job openings, tech changes, social engagement
• Log all signals as custom events inside CRM
• Auto-trigger tasks for reps when priority signals fire
• Send critical alerts to Slack to ensure real-time follow-up

Define the five awareness stages for every account:

• ‍Identified: Account exists in your TAL‍
• Aware: Has viewed content, ads, or visited your site‍
• Interested: Shows repeated engagement‍
• Evaluating: Evaluating solutions or engaging with deeper content‍
• Selecting: High intent, ready for sales interaction

Use scores to:

• Automate stage progression
• Build dynamic lists for marketing & outbound
• Surface “sales-ready” accounts

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• Map the full buying committee for each account
• Source verified emails + Linkedin URLs for key personas
• Classify personas as:‍
  
  • Tier 1: Decision Maker
  • Tier 2: Champion
  • Tier 3: User / Influencer‍
• Upload full stakeholder map into CRM
• Tag personas for sequencing, SDR routing, and personalization

Tier 1 (High Fit):

• 1:1 gifting
• Warm intros
• Live events
• Personalized videos
• Custom microsites
• Manual outbound

Tier 2 (Good Fit):

• Semi-personalized sequences
• Persona-cluster campaigns

Tier 3 (Broad Awareness):

• Scaled email outreach
• Social content
• Retargeting ads
• Nurture workflows

Promote Tier 2 & Tier 3 accounts upward when signals or awareness increase.

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With enriched TAL + tiers + signals + awareness in CRM:

• Auto-generate tasks from custom events
• Send high-priority alerts to Slack
• Give reps a clear daily priority list based on:
  
  • Tier
  • Awareness stage
  • Intent signals
  • Persona influence
  • Use data to guide enablement:
    
    • Account digests
    • Signal-based playbooks
    • Persona-specific messaging
    • Tier-specific talk tracks

Track core ABM performance metrics:

• ICP pipeline progression
• Pipeline velocity by segment
• Contacts engaged per account
• Win rate & ACV by tier
• Awareness score movement
• Meetings booked by rep by channel
• Close rate by tier
• Net-new revenue by tier

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