I approach ABM as a system that connects business priorities, account strategy, buying groups, Sales activation and measurable growth, then codifies what works so it can scale.
Category StrategyRepeatable ABM growth model
- End-to-end ABM ownership, from strategy through measurable outcome
- Sales and Marketing orchestration around a shared account motion
- Personalized activation across buying groups
- Movement from a successful campaign into a repeatable model
ABM in practice
Strategic-account 1:1 programs and industry-based 1:few motions, built on account intelligence, buying-group relevance and seller activation.
High-intent, multi-buyer engagement triggered an ABM-led account strategy and personalized activation with Sales — supporting creation of a net-new opportunity within weeks.
Reused an established 1:1 framework + AI to launch a personalized experience in ~30 minutes for a 20+ stakeholder onsite; follow-up engagement preceded a confirmed $300K expansion.
Evolved 1:few engagement and intent into a 1:1 expansion motion using internal proof and differentiated buying-group messaging around Category Strategy.
1:Few industry ABM
Electric Utilities | Translating a scaled campaign model into industry and buying-group relevance
An evolution of the campaign approach in the Category Strategy case study, narrowed into an industry cluster with tailored buying-group strategy and activation.
Electric Utilities 1:few Sales & ABM campaign brief | Q3 FY27
Translated Industry Advisory and Sales priorities into an executable 1:few ABM motion spanning account strategy, buying groups, messaging, multichannel activation, governance and measurement.
Utilities microsite + buying-group seller tracks
Carried industry and buying-group strategy into a utility-specific destination, then paired it with two seller-ready outreach tracks built around distinct executive and operational priorities.
Designed enablement around actual seller behavior: easy-to-use outreach guides surfaced the right message, cadence and Outreach template for each buying group while preserving tokenized links and engagement tracking.
Cross-functional ABM orchestration
ABM turns integrated GTM priorities into targeted account and buying-group activation across Demand Gen, Field and Sales.
Core narrative + hero assets
Industry segmentation + priority accounts + buying groups + personalization
Demand Gen + Field + Sales
How I measure ABM impact
A shared KPI framework connects buying-group engagement to opportunity progression and business outcomes — giving Sales and Marketing a common measurement language.
- Target-account coverage
- Buying-group reach
- Engaged personas
- Content and destination engagement
- Intent signals
- 6sense buying-stage progression
- Pipeline coverage
- Opportunity creation
- Opportunity progression and velocity
- Sourced and influenced pipeline
- Closed-won revenue
- Customer expansion
Measurement approachAlign definitions with Sales, benchmark targeted vs. non-targeted accounts, and adapt success measures to the depth and objective of each ABM motion.
Salesforce ABM Performance Dashboard
Built repeatable Salesforce dashboards for strategic ABM plays, connecting seller activation, buying-group engagement and pipeline progression in a shared Sales + Marketing view.
Customer Growth ABM launch & Sales enablement
Built and evolved Enterprise Customer Growth ABM enablement into an ongoing seller resource connecting target accounts, campaign activation, engagement intelligence and next-best actions.
Content syndication → nurture → field activation
Identified a follow-up gap for Category Strategy content-syndication leads and built a four-touch nurture journey from educational content to Field activation, with Demand Gen operationalizing the sequence in Marketo.
Category Strategy | Integrated GTM → ABM → Sales activation
Connected an integrated GTM campaign to focused ABM account prioritization, seller-ready plays, coordinated activation and measurable account progression.
AI + scalability
Compressing research-to-activation cycles and building repeatable ABM workflows, with strategy and judgment human-led.
- Research + campaign briefs from account, industry, intent and seller inputs
- Buying-group messaging + personalized activation variants
- Microsite personalization + seller-ready outreach and enablement
- Optimization, reusable learnings + scalable frameworks
1:1 Personalization Playbook + Guardrails
Turned lessons from active 1:1 programs into a reusable decision framework for matching personalization depth to Sales engagement, account intent and opportunity maturity. AI accelerated the codification process; the methodology and guardrails came from applied ABM experience.
Beta-tested emerging page-building capabilities to make strategic 1:1 experiences faster and more repeatable.
- Top 10 Claude user · first month of rollout
- Founding Marketing AI Tiger Team member
AI accelerates the methodology — judgment creates the methodology. I use AI to compress research and execution cycles, then codify what works into repeatable frameworks that scale beyond an individual campaign.
I'd welcome the opportunity to discuss how these approaches could scale across a cross-functional ABM practice at CrowdStrike.