ABM Push Internal only

Engagement Playbook

What to do when an account on your target list shows engagement. Three steps, fast moves, no overthinking. ABM puts the air cover up. Your job is the ground game.

The whole playbook in one sentence

When an account on your list engages, you have a 24 hour window where your outbound lands warmer than usual. Use it. Inside 24 hours, reach out with a personalized message that references what they engaged with. Inside 72 hours, follow up if they have not responded. Then track the outcome so we can measure the loop.

Signals you will see

Engagement signals are routed to rep-specific Slack channels and the account-level reporting in HubSpot. Different signals warrant different responses.

Tier 1 / Hot
Form fill or content download
Reach out within 24 hours. The contact gave us their email. They are paying attention right now.
Tier 1 / Hot
Multi-page site visit
Three or more pages in one session means active research. Reach out within 24 hours.
Tier 2 / Warm
Repeat LinkedIn ad engagement
Same contact engaging across multiple ad impressions. Reach out within 72 hours with a contextual hook.
Tier 2 / Warm
Video view to 75% completion
They watched the whole thing. They are interested but not raising a hand yet. Soft outreach within 72 hours.
Tier 3 / Cool
Single ad click or page view
Note it. Do not reach out cold. Look for the second signal first. ABM works on the cumulative pattern.
Tier 3 / Cool
New contact at named account
Someone new in the buying committee just engaged. Add them to the watch list. React when they hit a second signal.

The three steps

01
Reach out within 24 hours
For Tier 1 signals, do not wait. The longer the gap, the colder the moment becomes. Within 24 hours, send a message that references what they engaged with. Generic outreach kills the warm signal you were given.
Use the templates below as a starting point. Personalize the first 1 to 2 sentences with something specific to the account or the content they touched.
Template / they downloaded the CRXfiltrate research: Subject: That CRXfiltrate piece you grabbed {First name}, Saw you grabbed the CRXfiltrate research. The piece most teams I talk to find interesting is not the cluster itself, it is the fact that multiple enterprise environments had the DNS telemetry to flag it and the alert pipeline above never promoted it. Worth 20 minutes to walk through how 7AI surfaced it, and whether the same gap exists in your environment? {Sender}
Template / they visited multiple product pages: Subject: Picking up where you left off {First name}, Looks like you spent some time on our site this week. Rather than guess what you are evaluating, would 20 minutes make sense to walk through what we do and let you point me at the specific question you are trying to answer? I can come prepared with the customer proof points that match your environment. Calendar link below. {Sender}
02
Follow up at 72 hours if no response
If the first message did not land, send a follow-up with a different angle. Do not resend the same message. Most people who engaged once will engage a second time if you give them a different reason to.
Template / 72 hour follow-up: Subject: Re: That CRXfiltrate piece you grabbed {First name}, Did not hear back, no problem. One more reason this is worth a quick conversation: we just launched Threat Hunt and Threat Intel Hunt last week, the capabilities we used internally to surface CRXfiltrate. They are live in every customer tenant now. Would 15 minutes work to show you what one of those hunts looks like end to end? You pick the threat you actually care about; I will bring the walkthrough. {Sender}
Do not chase forever. After two messages with no response, the right move is to wait for the next engagement signal rather than burn the contact.
03
Log the outcome
When a meeting happens, log it in SFDC with the ABM source field set. When a deal closes, note whether it was ABM-influenced. When an account does not respond after two touches, note that too. This is how we measure whether ABM is working in your territory.
  • Meeting booked from ABM signal: tag the opportunity with "ABM Engagement" source. Note which signal triggered.
  • No response after two messages: note in the account record with "ABM No Response" so we can adjust creative or audience.
  • Account responded but pushed back on timing: note the reason. Helps us refine when to engage them again.

The monthly performance report (first one June 8) pulls from these tags. The cleaner the data, the more useful the optimization gets.

Rules of the road