The ultimate ABM playbook
Built for $80k–$800k deals, where one mistake costs you a quarter before you know you made it.
Two experts shaped this guide
Stan Stojanović
Founder of frontBrick and Unbooth
Runs frontBrick, a demand generation agency that built outbound for 20+ B2B companies, with individual campaigns clearing $700K in pipeline. He's also the founder of Unbooth, an app that turns a LinkedIn QR scan at a conference into an enriched CRM record before you walk away.
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Nađa Komnenić
Head of Sales, HeyReach
Took sales from $1M to $14M ARR twice. Both times bootstrapped startups, both times from scratch. As Head of Sales at HeyReach, she treats outbound as a channel that has to pay back. So she's sharpest on the parts nobody enjoys: what outbound may not touch, what the first message has to do, and how a lead should land on a rep's desk.
This playbook is for you
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If your TAM is around 10K or fewer
If a few thousand contacts are your entire market, every contact you burn is the one you can't get back. This ABM playbook is written for people who can't afford to be bad at it first.
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If your TAM is comfortably above 10K
Researching ABM takes a quarter on its own. Get the proven step by step system and run every rule on your top ICP accounts. Keep standard outreach on the rest, then compare the results.
What's inside
The whole system, end to end
2 motions — Turn a cold list into warm audience, then turn that warmth into conversations.
6 warm-up steps — Everything you need to do before a single person gets a message.
12 months, mapped — When each step goes live, and how to judge the results.
What you walk away with
The TAM formula
How to count your real market in five minutes, and why that number decides everything else.
The Meta and Google workaround
What to do when the ad platform has no job titles, and the match rate worth aiming for.
The agentic setup
Three jobs HeyReach's MCP hands to an agent, with the prompts to paste. Five-minute setup.
Stan's outreach sequence
Why the connection request goes out empty, the first message and the follow-up word for word, and when each one lands.
The buying-role table
Four roles that decide almost every deal, and the communication angle for each one.
The outreach threshold
What tells you an account is warm enough to message, instead of guessing at the timing.
The post prompt
Turns one account's public statements into a post written for a single buying role.
The sender math
How long it takes to touch your market once, and how to cut that from years down to weeks.
Learn from a real case
When the entire global market is under 10k people, and deals run $80k to $800k, no one on that list accepts requests from strangers. Twelve months in, the system had reached 8,444 unique people across email and LinkedIn. Here are the LinkedIn numbers:
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5,800
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32.4%
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418
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