For Account-Based Marketing strategy and targeting

Instructions

Use this worksheet to:

  1. Clearly define your ICP characteristics
  2. Identify the key filters you’ll use to qualify or disqualify accounts
  3. Assign tiers (1, 2, 3) based on strategic fit and potential value
  4. Align sales & marketing effort accordingly

ICP Definition Table

Attribute Target Value / Criteria Notes
Industry e.g. SaaS, Fintech, Digital Agencies Core verticals you serve best
Company Size e.g. 100–1,000 employees Revenue band or team size
Geography e.g. North America, EMEA Primary markets you support
Tech Stack e.g. Uses Slack, Zoom, HubSpot Indicates readiness / compatibility
Growth Stage e.g. Series A–C, Pre-IPO Helps align with your pricing and product stage
Pain Point / Trigger e.g. Disconnected remote teams, hiring quickly The "why now" or trigger signal
Buyer Title / Persona e.g. Head of Remote Ops, IT Manager Decision-makers and champions

✅ Highlight your must-haves vs nice-to-haves in this list.

Account Tiering Matrix

Account Name ICP Fit (1–5) Engagement (1–5) Intent Signals Tier (1 / 2 / 3) Next Steps
Acme Corp 5 4 Visited pricing page 1 Assign BDR + personalized ads
BetaWorks 4 3 Clicked email 2 Add to nurture + retargeting
CloudSync 2 5 High email opens 3 Watch for product usage

✅ Tier 1 = High-touch, Tier 2 = Mid-touch, Tier 3 = Low-touch or automated

Example Tiering Criteria

Tier Criteria Tactics
Tier 1 Perfect ICP match + strong intent + high potential deal size 1:1 ABM, custom ads, sales outreach
Tier 2 ICP-aligned but medium engagement or lower ACV Nurture + retargeting + light outreach
Tier 3 Partial fit or early-stage engagement Email automation + content sequences

Bonus Filters (Optional)