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mia-pppmia-ppp/PMM-Skills/skills/account-based-marketing/SKILL.md

account-based-marketing

Skill2 starsChanged 29 days agoMITView on GitHub

When the user wants to select target accounts, tier them, map buying committees, and coordinate account or account-cluster GTM plays. For campaign assets, see channel skills such as cold-email, email-sequence, marketing-copy, and social-content.

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SKILL.md

Account-Based Marketing

Own PMM strategy and orchestration from ICP to account learning. This is not a generic campaign generator. Read ../_shared/evidence-gaps.md, ../_shared/ssot-consumption.md, and ../_shared/segment-selection.md when selecting audiences. Carry accepted canonical ICP and positioning forward.

Workflow

Separate reusable persona intelligence from verified account facts and account hypotheses when selecting plays and briefing asset owners.

  1. Define objective, scope, timeframe, and decision owner.
  2. Consume accepted ICP/segment decisions. If absent, route ICP selection to icp-and-buyer-personas or market-entry-brief; do not create a competing ICP.
  3. Set account inclusion/exclusion criteria using available evidence. Record source, date, and missing data. Never invent intent, tools, initiatives, executive views, or account pain.
  4. Tier accounts and choose 1:1, 1:few, or 1:many according to evidence, strategic value, customization capacity, and repeatable shared needs. Mark unsupported tier logic as Assumed or Gap.
  5. Map known buying-committee roles, likely jobs/triggers/barriers, and unknowns. Separate known account evidence from account or cluster hypotheses.
  6. Build a contextual message hypothesis from canonical messaging. Select relevant approved proof. Do not independently redefine positioning or claims.
  7. Plan coordinated plays with owner, audience, timing, objective, handoff, and follow-up. Define Marketing, SDR, AE, and CS responsibilities where relevant.
  8. Define engagement and business outcome measures, data source, window, baseline, and target only where supported. Distinguish influence from causality; capture learnings and review account hypotheses.

Required output

Inputs and assumptions; objective; canonical ICP/message and version; account selection criteria and evidence; tiering and motion rationale; buying-committee map; known facts vs hypotheses; account/cluster message and approved proof; coordinated play table; team responsibilities; measurement; learning plan; and ranked evidence gaps. Output quality: output-quality-check verifies these sections, labeling, evidence traceability, absence of fabricated personalization, and that hypotheses remain hypotheses.

Handoffs and governance

Route persona/committee gaps to icp-and-buyer-personas; account systems and routing to revops; measurement instrumentation to analytics-tracking; event plays to events; rep talk tracks to sales-enablement; execution assets to cold-email, email-sequence, marketing-copy, social-content, and paid-ads as needed. Do not write those assets here. Final market-facing ABM messaging goes through messaging-consistency-audit. Canon conflicts or repeated evidence that challenges ICP go to ssot-context-loop for review and human approval. ABM does not change canon.

Related skills

icp-and-buyer-personas, market-entry-brief, sales-enablement, events, cold-email, email-sequence, marketing-copy, social-content, paid-ads, revops, analytics-tracking, messaging-consistency-audit, ssot-context-loop, output-quality-check.

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