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Hey everyone!
This week, I’m bringing you Part 2 of my 2025 ABM series, showing you HOW to launch a successful ABX playbook to influence $1M+ ARR in pipeline generation.
I’m not talking big-picture theory, generic advice, or selling you a tool. This step-by-step guide is built from years of hands-on experience as a growth marketing operator. It’s the same process I use, and it’s specifically designed to help you launch an account-based strategy that works well, without a massive budget or resources.
In this playbook, you’ll learn:
How to master ABM execution in 90 days—step by step.
What tools to leverage for quick, efficient, and scalable growth.
Which points in the process you’ll need collaboration between different functions of your GTM teams.
How to make sure you’re on track to that $1M+ ARR pipeline.
Table of Contents
Estimated time: 10 minutes
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Strategy
The ABM strategy used in this guide revolves around the 3 key pillars of what I call the ABM Prism.
In this playbook, those pillars are going to come together like this:
1️⃣ Distribution: The systems or channels that get your message in front of your ICPs
You’ll use:
LinkedIn Ads to target accounts for 1: few plays, 1:many plays
Influ2 for precise and hyper-personalized 1:1 plays
Influ2s is a contact-targeting ad platform that is purely audience-based. You pay for matched contact and influ2 send your ads across all paid ad networks. You don’t pay for media spend. Pretty awesome.
2️⃣ Building: All the creative work/assets that fuel your campaigns and make your ABX plays effective
You’ll use:
Userled to build and launch personalized landing pages
Your internal design resources to create ad assets for LinkedIn and Influ2
I swear by Userled. Over the last year, I’ve been very impressed by the power of userled. Userled is perfect for small teams or small resources - ESPECIALLY low resources on the building.
Userled lets you generate 100s of personalized landing pages tailored to your target account in a matter of minutes. Fully integrated with your distribution platforms AND operations. First of its kind! 💪
If you have no budget and you want to do ABM, talk to me. I’m happy to set you up with the Userled team.
3️⃣ Operations: Workflows and processes that ensure alignment, data flow, and actionable insights across teams, closing the loop for continuous improvement.
You’ll use:
Salesforce to manage customer data, track pipelines, and align GTM teams (or whatever CRM you have)
Your GTM team to help with setting up and targeting key accounts, integrating, scaling, and reporting on pipeline and rev contributions.
With Userled and Influ2, you’re going to be able to EXACTLY connect distribution and building tooling to data and revenue. It’s an ABM powerhouse and just one of the MANY reasons both of these tools are going to streamline ABX for you.
The Playbook: 16 Steps to Influencing $1M+ ARR in pipeline in just 90 days
Now, let’s get down to business.
To make it easy, we’ll tackle each of our distributors separately—LinkedIn for those 1:many and 1:few plays and Influ2 for those precise 1:1 plays.
🎯 Part 1: Account Selection
Step 1. Set up and organize target accounts.
Have GTM/Sales team work with Sales Ops to get all ICP accounts uploaded into CRM (Salesforce or Hubspot preferably).
Ensure each account includes the assigned account owner and SDR owner.
Step 2. Create an ABX playbook document.
Use a spreadsheet or Notion doc to create a centralized document to track every target account with columns for:
Account Name
ICP grouping
Stage
Messaging
Value Prop
Creative
Launch Status
Prioritization
Include a tab for personas outlining the job titles of the key personas you want to target.
I highly recommend adding middle funnel types too - do NOT just go after executives and VPs.
While ABM isn’t PLG, you do have to influence decision-makers up and down the value chain since you’ll most likely have more than one operator. Don’t make this mistake!
🤝 Part 2: Account Engagement
Step 3. Build personalized landing pages with Userled.
Connect your tools:
Integrate Userled with Salesforce (or your CRM) → to sync the right API fields.
Integrate Userled with LinkedIn Campaign Manager.
Use Userled’s pre-built industry-base template to automatically generate landing pages. This is going to save you so much time!
Review and adjust the templates for your ICPs to make sure they match up with your goals.
Work with your web team to ensure landing pages comply with brand guidelines.
Partner with PMM and Growth teams to identify the most effective templates to clone.
*You can also leverage internal design resources to build custom landing page templates from scratch if needed.
Step 4. Build LinkedIn assets with Userled
Use Uerled’s Account-based LinkedIn ad asset template for square and rectangle ads. Just like with your landing page generation, this will automatically generate assets you can at least use as a good starting point.
Collaborate with your internal design team to ensure LinkedIn ad assets align with branding and campaign goals.
Create ad templates that correspond to each of the ICP types you created landing pages for in Step 3.
Bonus: If you can, create a group of top-of-funnel brand value messaging and a group of middle-to-bottom-of-funnel messaging (2 groups are enough. If you want to do 3rd for the bottom of the funnel, then go for it).
Step 5. Distribute Userled assets for target accounts.
Set up account experiences in Userled by selecting each target company and connecting the account list from Step 1.
Link the customized landing pages and LinkedIn ad assets you created in Steps 3 and 4 to the corresponding accounts.
Now, you have 50-100 customized assets for each target account! Userled will automatically automate asset distribution in a matter of seconds!
Step 6. Distribute LinkedIn campaigns for target accounts.
Build precise audience segments by taking your job title and audience demographic information and building each (if more than one) list as Saved Audiences for each campaign.
Set up campaign types:
While we are using LinkedIn for outbound ABM, you definitely should still leverage the open opportunity of inbound on the platform.
Set your campaigns as such:Primary focus = Website conversions.
This will be your primary campaign type. Brand Awareness is more “reach” for ABM, you want to use the LinkedIn algorithm to focus on those willing to take action (aka click).
Depending on your budget, you will do two things:More budget: Launch a Brand Awareness campaign and a Lead Gen Form campaign.
50% of budget on Website Conversions
30% on Lead Gen Form
20% on Brand Awareness
You don't need to spend as much since CPMs are low for Brand Awareness. Because we are only targeting key accounts, you don’t need a remarketing funnel or have Audience Expansion enabled. You are restricting who sees your ads.
Less budget: Launch a Lead Gen Form Campaign. No Brand Awareness.
70% of budget on Website Conversions
30% on Lead Gen Form
Very little budget: Only keep Website Conversions since you want the traffic to Userled assets to drive insights for SDR team and leverage these signals for outbound.
100% of budget on Website Conversions
If you do have different creatives for the whole funnel, then put your TOF creative in the Brand Awareness campaign and the rest in the other campaigns.
Step 7: Launch LinkedIn (Distributor) and Userled (Builder) together 🚀
Import the Userled assets (landing pages and ad creatives) into LinkedIn Campaign Manager.
Launch campaigns!
Influ2
🎯 Part 1: Account Selection
Step 8: Add key contacts to your CRM.
Identify and add 20–50 key decision-makers per target account to your CRM.
Collaborate with your SDR/BDR or Ops team to ensure contact data accuracy and alignment. This actually takes time. You can have your SDR team do the email sourcing or use an enrichment tool to identify key contacts across target accounts. If you do use an enrichment tool, be sure to have your SDR team do a final pass through to ensure they are accurate.
🤝 Part 2: Account Engagement
Step 9: Build creative assets for the key stages in your customer journey using the ICP type.
Just like you did with your LinkedIn Userled creative, you need to build high-performing assets for each ICP type.
Use Influ2’s templates to streamline the creative process and ensure personalization across the entire buyer journey: Influ2 Creative Playbook.
This creative will be on LinkedIn, Instagram, Facebook, etc.
Write Ad Copy for Influ2 Campaigns.
Similar to LinkedIn copy, you can either create ad copy for every single image or use an ICP theme for a group of creatives that will be its own cohort in Influ2.
Reuse the LinkedIn Userled landing pages for Influ2 clicks. You may need to create a general template from Userled since you won’t have the individual logo on the landing page.
Step 10. Build out the cohort design for each ICP type if you have more than one.
This is one of the most important steps. Influ2 allows you to create a full customized funnel for each cohort. A cohort is designed by the segments in SFDC you create. So for example, you can have an Enterprise and Mid Market cohort. All contacts associated with an account in Enterprise would get a different set of content/ads than Mid Market.
I recommend having 3 creatives per stage: Warm up 1, Warm Up 2, Warm Up 3, Active Outreach, Considering (pre SQL), and Selecting (post SQL).
If you’re business is keen on retaining and expanding new lines of business or service offering within existing Enterprise contacts, you can create an additional stage in your cohort called: Customer. This stage gets consistent ads for a duration of time you set. I recommend putting bottom of funnel content (like customer stories or new feature available to Enterprise accounts).
If you’re going to get into the weeds of setting of these up, send me a DM. I’m happy to help. Your Influ2 rep will also help guide you here.
Step 11. Distribute Influ2 campaigns for target accounts
Match each ad copy, creative, and targets into each cohort in influ2.
Between step 10 and 11, this is extensive work. There is no shortcut. I expect this process to take at least 2 weeks. Between creative with design, playbook messaging with PMM, and strategic setup from growth, it takes a high performing team to do it right. It matters. Trust me.
Step 12. Launch each cohort into Influ2!
📊 Part 3: Account Measurement
This is where operations really starts to come in. You can see how critical this pillar really is. Without this glue, it won’t work. Most companies do a version of those 12 steps but don’t even measure the true impact on their revenue pipeline. This guide differentiates this paradigm by true data and impact.
Step 13. Sync Influ2 with Salesforce for seamless data flow.
Push Influ2 engagement data into Salesforce
Send impression and engagement data. This will sync to the contact level.
This puts actionable insights right where your sales team needs them, keeping everyone aligned.
Step 14. Measure account influence and revenue.
Use Influ2’s account-level reports to see exactly how your campaigns are influencing target accounts and driving revenue.
Step 15: Create an Opportunity Report.
Team up with Sales Ops and generate an opportunity report with the sum of Influ2 impression and engagement data for each contact associated with an opportunity.
Use this report to connect campaign activity directly to revenue and prove your ABX impact.
Step 16: Set up and track your GTM Funnel.
Set up your GTM funnel with these stages:
Identified
Aware
Interested
Engaged
Considering
Customer
Use sales ops logic to put a dashboard together to put your accounts and opportunities into each group. By tracking the progression of each account in each stage, you can measure the impact of your ABX (distribution).
With this proper set up, you can report on your ABM impact with conviction. By using your account measurement reporting in SFDC, you will say things like:
We have 14 opportunities in the Considering+ stage with $1.4M in active pipeline. All contacts attached to these 14 opportunities have engaged with our ABM assets.
Putting it into Action
Launching an ABX program to drive $1M+ in ARR might sound ambitious, but it’s completely within reach when you focus on the right things.
Especially when you have a winning formula to build upon.
But this isn’t a “set it and forget it” kind of approach. Success comes from testing, tweaking, and learning as you go.
The steps I’ve broken down in this playbook can and should be tweaked to your goals and needs. That’s the beauty of this unbundled approach to ABX, you’re in control.
And that’s where you come in. Looking to use this playbook? I’d love to hear how it goes for you!
Most companies spend very little time in the building phase. They under resource creative, landing pages, and account playbook messaging. This is why they buy an expensive tool that does nothing. Then the marketing lead gets blamed.
My 16 step playbook will take 30 days to set up. It will then take 90 days to influence revenue. Don’t shortcut your ABM. 💪
Any questions or ideas, just hit reply. Or DM me on LinkedIn.
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Thanks for reading!
-Drew
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