Project Overview
At Coretelligent, I supported account-based marketing execution for priority financial services accounts by building multi-channel campaigns, refining targeting inputs, and helping Sales prepare for more informed outreach. The work focused on scalable ABM execution across email, phone, LinkedIn, display, and direct mail, while improving ICP alignment, messaging relevance, and campaign readiness.
Industry: IT and cybersecurity services
Employee Size: ~200 employees
Role: Account-Based Marketing Manager
Focus: ABM execution, ICP refinement, sales enablement, campaign messaging, Salesforce Sales Engagement, Pardot, Demandbase, ZoomInfo
Results: Supported 12-15 multi-channel ABM campaigns, improved targeting inputs for high-value accounts, and helped shift messaging toward more scalable and reusable outbound motions.
Challenge
Coretelligent needed more structured account-based marketing execution to support outbound efforts across high-value target accounts, especially in financial services. There was an opportunity to improve how targeting, messaging, and sales preparation worked together so campaigns could be more relevant, repeatable, and useful for the sales team.
Goal: Improve ABM execution by strengthening targeting accuracy, campaign coordination, and sales-ready messaging across priority accounts.
What I Owned
I supported the execution of 12-15 ABM campaigns across multiple channels, helping build and coordinate outreach efforts tied to priority accounts and business issues. My work included campaign setup, persona-based and topic-driven messaging, landing page and email content, sales cadence support, and collaboration with Sales on ICP refinement and account prioritization.
I also built AI-assisted sales enablement tools that helped reps research prospects more efficiently, surface relevant business context, and prepare more personalized outreach. Over time, the work shifted away from one-off hyper-specific campaigns and toward more scalable, reusable motions aligned to audience needs and GTM priorities.
Process
Campaign Planning and Targeting
- Supported 12-15 ABM campaigns using 1:1 and 1:few approaches across priority accounts.
- Partnered with Sales to refine ICP inputs and improve account prioritization.
- Focused primarily on financial services accounts while also supporting other target industries.
Content and Messaging
- Built persona-based and topic-driven messaging aligned to business issues such as AI governance, ransomware, and compliance.
- Created content for email sequences, landing pages, phone scripts, display ads, and campaign assets.
- Helped shift campaign strategy toward more reusable messaging instead of one-off hyper-specific outreach.
Sales Enablement
- Built AI-assisted tools to streamline account research and prepare outreach more efficiently.
- Helped surface company context, key contacts, recent events, and relevant talk tracks for sales conversations.
- Supported cadence development within Salesforce Sales Engagement.
Execution and Coordination
- Supported campaign execution across email, phone, LinkedIn, display ads, and direct mail.
- Worked across marketing and sales inputs to keep campaigns aligned with account priorities and outreach goals.
- Contributed to a more structured ABM operating rhythm around targeting, messaging, and execution readiness.
Results
Supported 12-15 multi-channel ABM campaigns across priority accounts, improved targeting and sales preparation through stronger ICP alignment and enablement tools, and helped move campaign execution toward more scalable, reusable outbound motions.