--- 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 9. **Persona alignment** — Which harness persona(s) map to the buying committee? Load from `E:\Dev2\kai-cmo-harness-work\knowledge\personas\_persona-index.md` --- ## Phase 2: Plan Build the ABM campaign architecture: 1. **Load ABM playbook**: `E:\Dev2\kai-cmo-harness-work\knowledge\playbooks\account-based-MARKETING.md` 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: 1. **Four U's Score**: `python E:\Dev2\kai-cmo-harness-work\scripts\quality_gates\four_us_score.py ` - Minimum: **10/16** for emails and outreach - Minimum: **12/16** for content and landing pages 2. **Banned Word Check**: `python E:\Dev2\kai-cmo-harness-work\scripts\quality_gates\banned_word_check.py ` 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: - LinkedIn: `E:\Dev2\kai-cmo-harness-work\harness\references\linkedin-ads-rules.md` - Google Display: `E:\Dev2\kai-cmo-harness-work\harness\references\google-ads-policy-reference.md` 6. **CAN-SPAM / cold email compliance**: `E:\Dev2\kai-cmo-harness-work\harness\references\cold-email-rules.md` 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** Write output to `E:\Dev2\kai-cmo-harness-work\workspace\` with filename pattern: `abm-campaign-YYYY-MM-DD.md`