git:20260326.a6cd2e8 to git:20260707.40eb9b3

---

name: kai-abm

description: Plan and execute account-based marketing campaigns for enterprise targets — account selection, personalized outreach, multi-channel touch sequences, and deal acceleration. Use when "ABM", "account-based marketing", "enterprise marketing", "target accounts", "named accounts", "enterprise outreach", "key accounts", or any request to build personalized campaigns for specific companies.

---

# Kai ABM Skill

Plan and execute account-based marketing campaigns: account selection, personalization, multi-channel touches, and measurement.

---

## Phase 0: Load Product Context

Check if `MARKETING.md` exists in the **project root** (same directory as CLAUDE.md, README.md, package.json).

**If it exists:** Read it — skip product discovery questions. It has the product name, ICP, value prop, monetization, brand voice, current channels, and competitive landscape.

**If it does NOT exist:** Auto-explore the codebase to create it in the **project root** (next to CLAUDE.md). Do NOT ask the user what the product is. Read CLAUDE.md, README.md, PROJECT.md, package.json, landing pages, and any project files. Search for email/ad/analytics config. Then create `MARKETING.md` using the template from `/kai-email-system`. Present draft to user for confirmation.

---

## Phase 1: Discovery

Read from `MARKETING.md`. Only ask about things not covered there:

1. **ICP definition** — What does the ideal target company look like? (industry, size, revenue, tech stack, signals)

2. **Target account list** — Named accounts or criteria for building the list?

3. **Buying committee** — Who are the decision-makers, influencers, and blockers? (titles, roles)

4. **Product/offer** — What are we selling? Price point, deal size, sales cycle length.

5. **Current pipeline** — Any existing relationships or warm contacts at target accounts?

6. **Sales alignment** — Is sales involved? What's the handoff point?

7. **Channels available** — Email, LinkedIn, ads, direct mail, events, phone?

8. **Budget** — Per-account spend range

---

## Phase 2: Plan

Build the ABM campaign architecture:

2. **Tier accounts by fit and intent**:

- **Tier 1** (1:1): Top 10-25 accounts. Fully personalized. High-touch.

- **Tier 2** (1:few): 25-100 accounts. Cluster by industry/use case. Semi-personalized.

- **Tier 3** (1:many): 100-500 accounts. Programmatic with light personalization.

3. **Account research template** (Tier 1):

- Company priorities (earnings calls, press releases, job postings)

- Technology stack (what they use today)

- Key personnel (LinkedIn profiles, content they publish, mutual connections)

- Pain signals (hiring patterns, tech changes, complaints in reviews)

- Competitive landscape (who else is selling to them)

4. **Multi-channel touch sequence**:

- **Week 1-2**: Warm-up (LinkedIn engagement, content sharing, ad impressions)

- **Week 3-4**: Direct outreach (personalized email, LinkedIn message)

- **Week 5-6**: Value delivery (relevant content, case study, invite to event)

- **Week 7-8**: Conversion push (meeting request, demo offer, executive intro)

5. **Content mapping** — Map existing assets to buying stages and personas

6. **Ad targeting** — Account-level targeting on LinkedIn, programmatic display

7. **Sales/marketing SLA** — Response times, follow-up rules, feedback loops

---

## Phase 3: Produce

Create ABM campaign assets:

1. **Account briefs** (Tier 1) — One-page dossier per account with research, contacts, and approach

2. **Personalized email sequences** — 4-6 touches per tier, customized by account/cluster

3. **LinkedIn outreach templates** — Connection request + message sequence

4. **Targeted ad copy** — Account-aware messaging for LinkedIn and display ads

5. **Custom content** (Tier 1) — Account-specific landing pages, case studies, or presentations

6. **Event invitations** — Personalized invites to webinars, dinners, or roundtables

7. **Sales enablement** — Account cheat sheets for sales team with talking points

Apply harness writing rules:

- Conditions AFTER main clause

- Instructions start with verbs

- Short sentences, high specificity

- Bold the answer

---

## Phase 4: Quality Gates

Validate before launch:

- Minimum: **10/16** for emails and outreach

- Minimum: **12/16** for content and landing pages

3. **AI Slop Check** — Zero filler. ABM demands precision.

4. **Personalization depth check** — Does each Tier 1 message reference something specific to the account?

5. **Platform policy compliance** — Check ad copy against platform rules:

Max 2 auto-retry cycles on gate failures.

---

## Phase 5: Output

Deliver the ABM campaign package:

- **ABM strategy document** (ICP, tiers, channels, timeline, budget)

- **Account briefs** (Tier 1 dossiers)

- **Email sequences** (per tier)

- **LinkedIn outreach templates**

- **Ad copy** (per platform)

- **Content map** (existing assets mapped to buying stages)

- **Sales enablement materials** (account cheat sheets)

- **Measurement framework** (engagement score, pipeline influence, deal velocity)

- **Gate pass/fail summary**