---
title: Account-Based Marketing Strategy — Asymmetric
type: article
created: '2026-04-05'
updated: '2026-04-05'
source_docs:
- raw/2026-03-11-impromptu-zoom-meeting-128960780.md
tags:
- abm
- asymmetric
- orbit
- hubspot
- outbound-sales
- campaigns
- pipeline
layer: 2
client_source: null
industry_context: null
transferable: true
---

# Account-Based Marketing Strategy — Asymmetric

Asymmetric's ABM approach targets specific named accounts with tailored outreach, running separately from the general nurture engine and integrated tightly with the sales pipeline.

## Overview

ABM campaigns at Asymmetric are designed for accounts where there is a deliberate decision to pursue a specific company — not just a contact who fits an ICP profile. These campaigns run through **Orbit** (not HubSpot or SES) and are tracked back to HubSpot as the central source of truth.

ABM is treated as the **top priority** in the marketing mix, above industry campaigns and general nurture, because the accounts are pre-qualified and the outreach is personalized.

## Tooling

| Layer | Tool | Purpose |
|---|---|---|
| Campaign execution | Orbit | Sends ABM email sequences to targeted accounts |
| CRM & tracking | HubSpot | Records all activity; single source of truth |
| Lead intelligence | Pima | Drives 2–3 inbound calls/week from targeted outreach |
| Enrichment | ZoomInfo | Adds net-new contacts (3,000 credits/month) |

ABM campaigns do **not** run through HubSpot's email engine due to the 2,000-contact send limit. Orbit handles delivery; HubSpot captures engagement signals.

## Exclusion Logic

Contacts in active ABM campaigns are marked with an **ABM checkbox** in HubSpot and are excluded from all other marketing:

- Excluded from the general Awareness/Consideration nurture sequences (SES)
- Excluded from industry-specific campaigns (Food & Beverage, Energy & Environment)
- Excluded from any bulk email marketing

Additional global exclusions that overlap with ABM:

- Contacts with an **open deal** → excluded from all marketing
- Contacts with lifecycle stage **"Customer"** → excluded from all marketing
- Past customers are **not** excluded and remain eligible for re-engagement

This prevents ABM targets from receiving conflicting or diluted messaging from other campaigns running simultaneously.

## Integration with the Sales Pipeline

When an ABM-targeted contact responds or engages meaningfully, they are converted to a **deal** in HubSpot and enter the sales pipeline. At that point:

1. The ABM checkbox keeps them out of all marketing flows
2. Mark handles direct follow-up via email and LinkedIn
3. HubSpot alerts and task triggers notify Mark of engagement signals (opens, clicks, downloads)

### Pima Integration

Pima generates 2–3 booked calls per week. Each call is treated as a deal in HubSpot from the moment it's scheduled. Mark's workflow for each Pima call:

1. Use Claude to generate a prep document from the contact's profile
2. Run the call using the prep document
3. Feed the call recording + prep doc back into Claude to draft a proposal or follow-up
4. Log the deal and next steps in HubSpot

At ~$500/call, Pima leads are tracked carefully and prioritized in the pipeline.

## Relationship to Other Campaigns

```
All 37k contacts
│
├── ABM checkbox = true → Orbit sequences only; no other marketing
├── Open deal → No marketing
├── Lifecycle = Customer → No marketing
├── Industry = Food & Beverage → Industry campaign (HubSpot)
├── Industry = Energy & Environment → Industry campaign (HubSpot)
└── Everyone else → General nurture (SES: Awareness → Consideration → Long-Term)
```

ABM and industry campaigns are mutually exclusive. A contact cannot be in both simultaneously.

## Related

- [[wiki/clients/asymmetric/_index]]
- [[wiki/knowledge/outbound-sales/nurture-sequence-architecture]]
- [[wiki/knowledge/outbound-sales/industry-campaign-strategy]]
- [[wiki/knowledge/analytics/utm-parameter-standards]]