How To Run ABM and Outperform 10X Larger Programs
The ABM System Behind Some of the Fastest-Growing SaaS Companies
Mature B2B companies are chasing too many accounts, and the ones that aren't ready to buy are draining budget, SDR capacity, and leadership patience. The real problem is there's no system for deciding which accounts deserve your best effort.
In this live session, we’ll walk through the framework for building a hyper-targeted ABM strategy: how to identify the right accounts, read the right signals, and design a GTM motion that puts your best effort where it's most likely to produce a return.
With this live workshop vs. without it
WITHOUT:
You're calling ABM what is really just a filtered contact list
Your signals are generic. Everyone has job titles and hiring activity
You have no systematic way to prioritize which accounts to work first
You're burning SDR capacity on accounts that will never respond
Your campaigns feel impersonal despite the "personalization"
You don't know what a good signal looks like vs. noise
WITH:
You understand the difference between real ABM and high-volume targeting with a list
You have a clear framework for tiering accounts by signal quality and data availability
You know exactly which AI tools to trust, and where they break down
You can build a 360-degree account profile that informs messaging and outreach
Your SDRs work the right accounts at the right time, not everyone at once
You can design a GTM motion that pairs the art (messaging) with the science (data)
One Framework.
Nothing held back.
Steve Armenti of Twelfth Agency has run ABM programs for companies like Snowflake, Cohere.ai, Compa.ai, and Google, and is one of the clearest thinkers on what separates ABM that converts from ABM theater. Carolyn Dilks of Passetto works with PE-backed B2B CMOs, helping them connect GTM activity to pipeline.
On July 15, they're pulling back the curtain on the full system.
01
Why Most ABM Programs Fail Before They Start
Why "ABM" has become a label applied to mass outreach with a list
The market-of-one principle, and why scale breaks it
Why high-volume personalization at 1,000 accounts produces worse results than 30 done right
The role of data quality: why your tier-1 list should be determined by what you can actually know about an account
02
The Signal Stack - Finding the Right Accounts at the Right Time
The four signal types: third-party, first-party, earned, and social interest signals
How to build an ICP profile index: not just firmographics, but a 360-degree account view
How to layer signals to move accounts from "interesting" to "in-market"
The tools worth using: Clay, MCPs, Disco-Like, and other intent data providers
03
The GTM Motion - Art + Science
The GTM engineer + strategist model: who owns what and why both matter
How to design a full-funnel ABM motion: outbound, LinkedIn, ads, gifting, micro-events
How to drive toward a moment (an event, a deadline, a roundtable) instead of running always-on
Board-ready KPIs to measure your ABM effectiveness
On July 15, we’re walking through the full system.
Build an ABM program that…
Before you register
What is this workshop?
A free, live online session with two practitioners walking through a real ABM framework — from account selection and signal identification through to execution and GTM motion design.
Will there be a replay?
No. Live only. This is intentional. The conversation is better when you're in the room.
Who is this for?
Marketing leaders, demand gen practitioners, and revenue operators at B2B companies who want to run ABM that actually converts, or who are trying to figure out whether the program they're running actually qualifies as ABM.
Do I need to know Clay or specific tools?
No. We'll reference tools but the framework is tool-agnostic. The goal is the system, not the software.
