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Framework & Playbook
1:1 ABM Engagement Plan
A five-section engagement plan that aligns marketing and sales on goals, insights, buying groups, messaging, and touchpoints for one account.
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- ForgeX Research
Research summary
The 1:1 ABM Engagement Plan gives each Enterprise ABM account its own documented plan, built with the account team and maintained for as long as the account stays in the program. It covers account-level goals, account intelligence, buying group mapping, account-specific messaging, and a sequenced touchpoint plan, with worked examples for each section.
With this framework & playbook, you can:
- Define current and desired future states for an account across revenue growth, key relationships, and engagement.
- Map every known and unknown buying group member to a role and a need before writing messaging.
- Sequence multi-channel touchpoints against the buying group's likely journey stage and tie each one to an audience and a goal.
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