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

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

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