---
title: Account-Based Marketing Playbook — Top 100 Targets
type: article
created: '2026-02-11'
updated: '2026-02-11'
source_docs:
- raw/2026-02-11-mark-121542727.md
tags:
- abm
- lead-generation
- hubspot
- outbound-sales
- playbook
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Account-Based Marketing Playbook — Top 100 Targets

## Overview

This playbook defines the manual, personalized ABM approach used for the top 100 target companies in HubSpot. It is designed for direct personal outreach — not bulk email sends — and requires the client (or a designated sales rep) to execute each step themselves. The playbook was developed in response to a March performance clause requiring 6–12 SQLs/month.

See also: [[wiki/knowledge/outbound-sales/cold-outreach-sequence]] for the automated approach applied to targets 101–500.

---

## Core Principle: Why ABM Must Be Manual

ABM is fundamentally different from cold outreach. The goal is to make direct, personalized contact with high-value targets — not to automate bulk sends. Automating ABM defeats its purpose and reduces response rates.

> "The nature of ABM is that you're supposed to make direct contact with these people, not fling cold emails at them." — Mark Hope

Emails in this playbook are sent from the client's **personal email inbox**, not from a bulk sending tool like SendGrid.

---

## Target List

- **Scope:** Top 100 companies by fit/priority
- **CRM:** All targets loaded into HubSpot as company records
- **Current count:** 91 companies loaded as of 2026-02-11; full 100 to be completed

---

## Playbook Structure

Each target company receives a dedicated research and strategy package, pushed to HubSpot as company properties. The package consists of:

### 1. Research Document (per company)
- Length: 3–4 pages
- Contents: Company background, key signals, relevant pain points, competitive context
- Method: Agent-powered web search written to a standard template

### 2. Contact Strategy (per company)
- Identifies the correct contact(s) to reach out to (and who to avoid)
- Specifies the recommended outreach approach for that specific company
- Example: "Reach out to this person, not this person — here's why."

### 3. Email Templates
- Pre-written templates tailored to the company's context
- Stored in HubSpot alongside the company record
- Sent manually by the client from their personal inbox

### 4. Step-by-Step Playbook Sequence
- A checklist the client works through company by company
- Each step is marked complete before moving to the next
- Designed so "all the hard work is done for him — he just has to go through it"

---

## Execution Workflow

```
Research Document Created
        ↓
Contact Strategy Defined
        ↓
Email Templates Written
        ↓
All Assets Pushed to HubSpot (by company record)
        ↓
Client Executes Outreach (personal inbox, manual send)
        ↓
Engagement Tracked in HubSpot
        ↓
High Engagement → Escalate / Continue Nurture
```

---

## HubSpot Configuration

Custom company properties are created to store per-company strategy data. This allows the full research and outreach plan to live alongside the CRM record.

Assets available in HubSpot at launch:
- 4 ROI calculators (pre-built)
- Case study: Collections Journey
- Reference documents for objection handling and positioning

---

## Lead Escalation from Cold Outreach

Targets from the cold outreach sequence (101–500) can graduate into the ABM process if they demonstrate sufficient engagement:

1. Trigger: 3+ email opens (or direct reply) in the cold sequence
2. Sales rep is notified and makes direct personal contact
3. If the prospect responds positively → moved into ABM process
4. If no response → remains in cold sequence

See [[wiki/knowledge/outbound-sales/cold-outreach-sequence]] for full warm-lead definition and handoff logic.

---

## Timeline & Milestones

| Milestone | Owner | Target |
|---|---|---|
| Research + strategies for all 100 companies pushed to HubSpot | Mark Hope | 10:00 AM, 2026-02-11 |
| HubSpot company properties created | Mark Hope | 2026-02-11 |
| Client walkthrough of playbook | Mark + Sebastian | 3:00 PM client call, 2026-02-11 |
| Client begins executing outreach | Client (Justin) | ASAP, targeting Feb completions |

---

## Success Metrics

- **Primary:** 6–12 SQLs generated by end of March (performance clause threshold)
- **Leading indicators:** MQLs generated in February, HubSpot engagement activity on target companies
- **Secondary:** Response rate on personal outreach emails

---

## Related

- [[wiki/knowledge/outbound-sales/cold-outreach-sequence]] — Automated 10-week SendGrid sequence for targets 101–500
- [[wiki/knowledge/seo/site-health-canonical-errors]] — Parallel SEO workstream
- [[wiki/meetings/2026-02-11-mark-sebastian-lead-gen-alignment]] — Source meeting where this strategy was aligned