ABM plays
An ABM play is a repeatable sequence of marketing and sales actions triggered by a defined situation, such as a competitor contract approaching renewal or a new executive joining a target account. Plays make a programme repeatable: the same sequence runs whenever the trigger occurs, rather than being designed per account.
What makes something a play rather than a campaign?
A trigger and a defined sequence. A campaign runs on a calendar against a list. A play sits dormant until a condition is met, then runs against whichever account met it. That is why a programme with good plays does useful work in weeks when nothing was scheduled.
What does a play need to be written down?
Four things: the trigger, the audience inside the account, the sequence of touches with owners, and the exit condition. The exit condition is the one most often missing, and without it plays run indefinitely against accounts that have already said no.
Which plays are worth building first?
The ones where your timing advantage is real. A new executive hire is visible to everyone. A competitor renewal date is not, which makes it far more valuable and much harder to source. See signal-based ABM for which triggers repay the effort.
Userled publishes a library of plays with the sequences written out.
