Pick the accounts, map the buying group, run the plays, and measure whether accounts actually move.
19 skills, curated by hand.
01 · Pick and map
Size the list from your revenue target, research each account, map its buying group, and find the warm way in.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when building, scoring, or managing a target account list for ABM — reverse-engineering how many accounts you need from revenue targets, ICP fit scoring, tiering, list staging, and ongoing list hygiene.
Justin Rowe
Founder & CMO @ Impactable
Use this skill when the user wants a fast strategic snapshot of a B2B company from a website URL: 'company recon', 'pre-call research', 'quick read on this company', 'who is this company', or any time a company URL is pasted and a senior-marketer read is wanted. This is the fast single-company read, not a full competitive analysis (run competitive-white-space after it).
Amir Baldiga
Founder, Zooq
Use this skill before a first meeting, an ABM push, or a territory review, when you need a defensible account brief instead of a copied About page. Produces firmographics, positioning pillars, an evidence-tagged SWOT, a named exec list, and live hiring signals, with every claim marked as sourced or inferred.
Katya Tarapovskaia
Head of Marketing & AI Solutions @ YouStellar
Use this skill when you need deep-dive account research, buying committee mapping, or an executive briefing for an individual target account — account research, call preparation, or when asked to "research [company]", "prepare for a call with [account]", "what's happening at [company]", "build account briefing", "who should I talk to at [company]", "map the buying committee", "account plan for [company]", or "brief me on [company] before my meeting". Also trigger when the user uploads a Humantic AI report, Clay export, Apollo export, or any account research data and wants it analysed or turned into an actionable briefing. This skill researches ONE account at a time in depth — not portfolio-level ICP definition or scoring. Prefer this over generic web research when the user names a company and wants sales-relevant intelligence.
Gal Tamir
Director of Marketing Operations
Map every decision-maker, influencer, and blocker at a target account. Takes a company name or domain plus a deal stage or research context. Returns verified contacts classified by buying role, coverage gaps by function, departure flags, and ranked next actions — all shaped by where you are in the deal. Requires a Lusha connection.
Din Arbel
GTM @ Utila
Use this skill when a rep wants warm intro paths into a target prospect — "Find warm intro paths for [company]", "Who do we know at [company]?", "Can anyone intro me to [role] at [company]?", "Warm intro - [company]". Surfaces the strongest available warm intro paths from your company's relationship network — employees, customers, partners, investors, advisors, call transcripts — with honest, evidence-based confidence labels. Decision support only: never contacts anyone, never writes to the CRM. The rep always decides.
02 · Run the plays
Plan the LinkedIn program, build the targeting and the ads, monitor the list, and run one-to-one ads per named account.
Emilia Korczynska
VP of Marketing @ Userpilot
Use this skill when someone wants an ABM strategy, an ABM plan, a LinkedIn ABM campaign plan, help planning LinkedIn ads for account-based marketing, how much budget they need for ABM, how many ads or campaigns they can run, or an ABM budget and audience plan. The skill asks a few questions about goals, deal economics, budget and ICP, researches the company website, computes the funnel and budget math, and produces a personalized "[Company] LinkedIn ABM Strategy" document (HTML → PDF).
Justin Rowe
Founder & CMO @ Impactable
Use this skill when the user wants a targeting worksheet, audience architecture, LinkedIn targeting plan, keyword map, or 'who should we target'. Builds a multi-channel Audience Targeting Worksheet: ICP and addressable market, the audience efficiency ladder, official LinkedIn targeting attributes, named priority segments, paid-search core groups, and third-party enrichment signals. Best run after company recon and competitive white space.
Emilia Korczynska
VP of Marketing @ Userpilot
Use this skill when the user wants to execute, operationalize, or "build the ads for" a LinkedIn ABM strategy; asks for ad briefs, a campaign outline, ad mockups, LinkedIn ad creatives, TLA (Thought Leader Ad) copy, or campaign briefs; or says things like "turn my strategy into campaigns", "create the ads from the plan", "make the briefs", or "set up my campaign database". Turns a finished LinkedIn ABM strategy into launch-ready campaign assets - a concise ABM Campaign Outline, per-ad copy & design briefs, on-brand image-ad mockups, and an optional campaign-management database.
Ryan Iyengar
CEO & Founder, Full Stack GTM
Use this skill for ongoing monitoring across a fixed target-account list; use trigger-based-outbound when evaluating one already-detected event. Produces a resolved account watchlist, signal definitions, stakeholder coverage plan, ranked action queue, and learning loop.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when running 1:1 ABM ads on LinkedIn — one ad set per named target company, each audience sized and narrowed to the buyers, personalized single-image creatives, and a DRAFT-first campaign build with a script for every step.
03 · Hand off
Decide on evidence when an account is ready for sales, and turn the accounts clicking your ads into drafted outreach every morning.
Rutger Katz
Founder @ Neon Triforce — AI-Ready Revenue Systems
Use this skill when an ABM program cannot prove engagement matters, accounts get handed to sales on gut feel, or nobody knows which activity moves buying groups forward. Builds an account engagement score (weighted signals plus decay), maps buying group coverage across the decision-making unit, and defines explicit handover gates so marketing and sales agree on readiness. Produces a scoring model, a buying group tracker template, and a handover decision rule. Rule: without buying group visibility a high engagement score is a false positive; handover requires both the score and the coverage threshold met. Trigger phrases: ABM measurement, which accounts are hot, buying committee coverage, when do we hand this to sales, account engagement score, ABM ROI.
Brianne Thomas
VP Marketing at Elastic Path
Use this skill to turn LinkedIn Ads engagement into prioritized, pre-drafted outbound. Runs daily to pull LinkedIn Ads analytics, find the companies clicking your ads above a CTR threshold, suppress customers/open-deals/recently-touched accounts, and draft outreach informed by whichever ad themes are landing right now — all saved as drafts for human review, never sent automatically.
04 · Measure
Account-stage metrics instead of lead counts, whether your ads actually reach the buying group, an honest audit, and a report anyone can read.
Ivan Falco
Ads Engineer @ Frontal
Use this skill when measuring ABM success — account-stage metrics instead of lead metrics, attribution models, ROI formulas, and benchmarks for account-based programs.
Steve Armenti
Founder @ twelfth agency
Use this skill when you want attribution that measures whether GTM activity actually moves accounts forward — not touchpoint "credit." It assigns each account a single current progression stage (Unaware → Aware → Engaged → Qualified → Sales Ready → Customer) from its full signal stack using deterministic, auditable rules, so the same inputs always produce the same stage and every assignment is explainable from the evidence that triggered it. Progression is measured at the account level with a buying-group gate — advancement requires multiple distinct contacts, never one power user — so a single loud champion can't fake momentum. Each run applies exactly one stage tag, records a stage-entry event with an evidence snapshot and time-in-prior-stage, updates the running stack in account memory, and routes a Sales-Ready alert with buying-group context and a recommended next action. Because it writes stage history, it turns attribution into delta-versus-baseline: conversion rate and velocity per stage transition, exposed cohort vs. control — so budget goes to what drives stage movement, not what drives clicks. Every threshold is exposed as a tunable default. Use it for stage assignment, progression tracking, "why is this account here?" explainability, stuck-account activation lists, and Sales-Ready routing.
Justin Rowe
Founder & CMO @ Impactable
Use this skill when someone asks about frequency, penetration, saturation, 'are we over-serving', 'how many times are they seeing this', 'is the audience too small', or uploads reach/frequency data for a LinkedIn account. Diagnoses how completely and how often LinkedIn ads reach each audience or account list against 90-day bands, separates a saturated pool from a narrow-source pool, and turns each verdict into a specific fix.
Justin Rowe
Founder & CMO @ Impactable
Use this skill when the user has account-level LinkedIn ad data (a rate accounts CSV) plus pipeline data and wants a client-facing ABM Account Engagement Dashboard: an account funnel (Reached to Opportunity), a scored hot-account leaderboard, pipeline cards with named contacts and keywords, cross-channel signals, segment analysis, an engagement heatmap, and an action plan, as one interactive HTML report.
Emilia Korczynska
VP of Marketing @ Userpilot
Use this skill when someone wants to review, grade, audit, or improve their OWN LinkedIn ad results, ABM program, or ad spend — or says things like: audit my LinkedIn ads, are my ads any good, how is my ad spend doing, am I running the right number of ads, which ad format is working best, why is my CPC/CPM so high, review my ABM campaigns, which formats influence my deals, are my ads decaying, which companies should I go after, benchmark my LinkedIn ads. Audits the last 30 days of live spend — real CPC, CPM, CTR, ad count, format mix, deal influence, campaign trends and account engagement — grades them against ZenABM's per-format benchmarks, and produces a downloadable audit document with a prioritized fix list. Do NOT use for planning a NEW campaign or budget sizing.
Emilia Korczynska
VP of Marketing @ Userpilot
Use this skill when someone wants a monthly LinkedIn Ads & ABM performance report for the last full calendar month — a month-end / end-of-month ABM report, a LinkedIn ads recap, a stakeholder or exec report, a "report on last month's ads/campaigns", a monthly performance summary, or a shareable report with month-over-month comparison. Pulls spend, pipeline, deals, campaign and ad-format performance and engaged companies for the last calendar month, compares to the prior month, grades ad formats against ZenABM benchmarks, and lists recommendations and next steps. Do NOT use for a diagnostic fix-list audit of the trailing 30 days (use the LinkedIn ads & ABM audit skill), planning a NEW campaign/budget, or profiling COMPETITORS' ads.