How I scaled EMEA's always-on ABM engine.

Generic outreach is cheap now, so it stopped working long ago. When AI makes a mediocre email free to send at any volume, the only edge left is precision and relevance: the right account, the right signal, the right context, at the right moment. The other edge: standing out. That's the whole case for a modern ABM engine — and it's exactly what a scaled program like ALM needs to earn its budget.

I had four weeks to relaunch the EMEA engine as an always-on motion, not a campaign that runs and stops. The bar: every play tied to a real buying signal, and every signal handed to a BDR as something they could act on.

The engine runs as a continuous loop. Each stage feeds the next; the whole thing stays on.

1. 01

   ICP & target account list

   Work backwards from the accounts that can actually buy.

   I started from a data-backed ICP and a named-account list, tiered. Simple tiering beats clever tiering — it has to be legible to a BDR at 9am. The list is the foundation; everything downstream inherits its quality.

2. 02

   Account research & enrichment

   Base- and technographic enrichment.

   Firmographics, technographics, and cross-product fit enriched onto every account, then scored. The point is that a rep never has to leave the CRM to know why an account matters and what to say. Research at scale, not one account at a time the night before a call.

3. 03

   Signal tracking

   Watch for intent, continuously.

   First- and third-party intent and engagements monitored as an always-on layer, not a quarterly pull. When an account starts researching a topic we play in, that's the trigger. This is the difference between account-based marketing and a static list with a nice name. The intent insights feed the downstream motions.

4. 04

   Treatment & orchestration

   Meet the signal with the right play.

   Signal-triggered nurture, cross-product plays against the named-account list, and account education and qualification over LinkedIn — always-on streams tied to what the account is actually researching. Personalized off the signal.

5. 05

   Activation & outreach

   Hand the BDR a reason and context to reach out, and the suggested talking points.

   BDR enablement across EMEA, tightened by AI Sales Intelligence Reports I designed and built on Gemini. They read the buying signals and give BDRs on-demand, account-level talking points — closing the gap between a marketing signal and a human outreach hook.

6. 06

   Measurement

   Prove it moved pipeline, then tune.

   Account-to-Opportunity conversion and win-rate as the headline metrics, sitting on a forecasting and reporting stack I designed and built myself. I run it like an ongoing experiment — control groups to keep results honest, structured tests on the signal-to-play mapping, and I read the data myself before I trust a conclusion. Measure the loop, find where it leaks, tune, repeat.

   end

The shape of this maps to other agent-compatible ABM motions across B2B — Trigify, HeyReach, Leadfeeder, Clay, Claude, Lemlist, Instantly, and more. There are many roads to Rome, and many ways to expand the motion depending on the business, GTM strategy, and opener edge.

Signals & lists

First- and third-party intent providers, named-account list, sourcing & enrichment

Orchestration

Signal processing and campaign orchestration, powered by Gemini

Qualification/Nurture

Signal-triggered email nurture, ungated LinkedIn ads, multi-language sequences

Outreach + Sales Intel

AI Sales Intelligence Reports and personalized outreach copy from Gemini — account-level talking points, surfaced directly into rep workflows

CRM & data

CRM-based scoring, routing, forecasting and reporting

The differentiator isn't the tools — most teams can list them. It's that I wire them together myself. I can source in Clay, orchestrate with Claude using skills and agents I've built, connect the pieces over MCP, and keep a human BDR at the end of every play. One operator plus a stack of agents, running like a team.

The four-week relaunch was the start, not the finish. From there I onboarded BDRs across EMEA onto the motion, folded the Sales Intelligence Reports into their daily workflow, and kept tuning the mapping between signal, play, sales feedback and pipeline results as the data came in.

An always-on engine is never "done" — it's a system you keep sharpening. The +100% Account-to-Opportunity lift came from running that loop tight and improving it week over week, not from one big launch.