# ABM Pilot Program — Project Plan
**Target Launch:** May 12–16, 2026 | **Pilot Scale:** 3 Accounts
**Last Updated:** March 24, 2026

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## Program Objective

Run a 3-account ABM pilot that connects our existing AI-powered prospecting, website personalization, custom creative, and nurture capabilities into a single, coordinated motion. Each account will receive a fully customized experience: account-specific landing pages, brand-targeted programmatic ads, and personalized HubSpot nurture sequences—all informed by our prospecting agent's research.

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## Workstreams at a Glance

| # | Workstream | Status | Owner | Launch Readiness |
|---|---|---|---|---|
| 1 | Program Strategy & Account Selection | 🟡 In Progress | Wacarra | April 4 |
| 2 | Account Research & Intelligence | ✅ Built | Wacarra | April 11 |
| 3 | Programmatic Advertising | 🔴 Blocker | Wacarra | April 25 |
| 4 | Website Personalization | 🟡 In Progress | Wacarra | April 25 |
| 5 | Custom Creative (Ads) | 🟡 In Progress | Designer | April 25 |
| 6 | HubSpot Nurture Customization | 🟡 In Progress | Wacarra | May 2 |
| 7 | Integration, QA & Launch | 🔲 Not Started | Wacarra + Team | May 12–16 |

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## Phase 1 — Foundation (March 24 – April 4)

**Goal:** Lock in the 3 pilot accounts, make the programmatic ads decision, and align all workstream owners on scope and timeline.

### 1.1 Program Strategy & Account Selection
- [ ] Define ICP criteria for pilot account selection (industry, ARR, AI maturity signal, engagement history)
- [ ] Pull candidate account list from prospecting agent outputs + CRM
- [ ] Score and select final 3 pilot accounts
- [ ] Document account profiles: key stakeholders, AI priorities, content engagement signals
- [ ] Share selections with designer and HubSpot owner for workstream kickoff

### 1.2 Programmatic Advertising Decision (🔴 Priority — Resolve by April 4)
- [ ] Evaluate Google Display Network: audience targeting capabilities, minimum spend, setup timeline
- [ ] Evaluate a DSP option (e.g., The Trade Desk, StackAdapt, or similar): account-based targeting via IP/firmographic data, cost structure
- [ ] Confirm whether Acryl has an existing relationship with a media vendor or agency
- [ ] Decide on platform and initiate account setup / contract
- [ ] Define ad specs needed for designer (sizes, formats, file types)

> **Decision criteria:** Account-level targeting precision (ABM requires IP- or firmographic-based targeting, not just cookie-based), time-to-launch, and budget. Google Display is faster to launch but weaker on B2B account targeting. A DSP like StackAdapt or The Trade Desk offers stronger ABM-specific targeting (Bombora intent data, IP targeting) but has a longer setup cycle.

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## Phase 2 — Build & Configure (April 7 – April 25)

**Goal:** Run research pipeline on 3 accounts, build out landing pages, and get ads creative production-ready.

### 2.1 Account Research & Intelligence
- [ ] Run prospecting agent against each of the 3 pilot accounts
- [ ] Review and QA agent outputs: AI priorities, content engagement signals, site/docs/OSS activity
- [ ] Synthesize key insights per account into a 1-page brief (input for landing pages, ads, and nurture)
- [ ] Share account briefs with designer and HubSpot owner

### 2.2 Website Personalization (Landing Pages)
- [ ] Define page structure/template for account-specific landing pages
- [ ] Generate landing page variants for all 3 accounts using landing page generator
- [ ] Customize messaging, proof points, and CTAs based on account research briefs
- [ ] Review pages internally for accuracy and brand consistency
- [ ] Publish pages to WordPress via Slack/Google Docs API workflow
- [ ] QA published pages (links, layout, forms, tracking)
- [ ] Confirm UTM parameters are consistent with ad campaign tracking

### 2.3 Custom Creative (Ads)
- [ ] Designer receives ad specs from programmatic platform (sizes, formats)
- [ ] Designer receives account briefs (company branding, key message per account)
- [ ] Designer creates ad variants for each of the 3 accounts (banner, display)
- [ ] Internal creative review and feedback round
- [ ] Final ad assets delivered and uploaded to programmatic platform

### 2.4 Programmatic Campaign Setup
- [ ] Create audience segments for each of the 3 accounts in ad platform
- [ ] Set up 3 separate campaigns (one per account)
- [ ] Map each campaign to its corresponding landing page URL
- [ ] Define budget, bid strategy, and flight dates
- [ ] Upload creative assets per account
- [ ] Set up conversion tracking and UTM parameters
- [ ] Run pre-launch QA checklist on campaign settings

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## Phase 3 — HubSpot Nurture Customization (April 7 – May 2)

**Goal:** Build and configure personalized nurture sequences for each account in HubSpot, triggered by landing page visits or ad engagement.

### 3.1 Nurture Strategy
- [ ] Define trigger logic: what action enrolls a contact into the account-specific nurture (form fill, page visit, ad click)
- [ ] Map out nurture sequence structure: # of touches, channels (email, LinkedIn, direct), cadence
- [ ] Identify content assets to feature per account based on research briefs

### 3.2 HubSpot Build
- [ ] Clone/adapt base nurture sequence for each of the 3 accounts
- [ ] Customize subject lines, email body copy, and CTAs per account
- [ ] Set up enrollment triggers and suppression logic
- [ ] Configure personalization tokens (company name, industry, key pain point)
- [ ] QA sequences: test enrollment, email rendering, link tracking
- [ ] Connect nurture reporting to campaign dashboard

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## Phase 4 — Integration & Full QA (April 28 – May 8)

**Goal:** Validate the entire account experience end-to-end before launch.

### 4.1 End-to-End Flow Testing
- [ ] Simulate the account journey: ad impression → click → landing page → form fill → nurture enrollment
- [ ] Verify UTM parameters carry through from ad to CRM
- [ ] Confirm account is correctly identified and routed in HubSpot
- [ ] Test nurture email delivery and personalization tokens
- [ ] Check analytics: GA4/HubSpot events firing correctly on landing pages

### 4.2 Stakeholder Review
- [ ] Internal walkthrough of all 3 account experiences with relevant team members
- [ ] Collect and address final feedback
- [ ] Sign-off from Wacarra and Designer before go/no-go

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## Phase 5 — Launch (May 12–16)

**Goal:** Activate all 3 account campaigns and establish a cadence for monitoring and optimization.

### 5.1 Go-Live
- [ ] Activate programmatic campaigns for all 3 accounts
- [ ] Confirm landing pages are live and indexed
- [ ] Confirm HubSpot nurture sequences are active
- [ ] Notify internal team (sales, SDR) with account briefs and what to expect

### 5.2 Monitoring & Reporting Setup
- [ ] Define success metrics for the pilot: impressions, CTR, landing page conversion, nurture engagement, pipeline influence
- [ ] Set up reporting dashboard (HubSpot or standalone)
- [ ] Schedule weekly pilot review cadence

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## Key Dependencies & Risks

| Risk | Impact | Mitigation |
|---|---|---|
| Programmatic ads platform decision delayed | Blocks creative specs, campaign setup, launch date | Prioritize decision by April 4 — consider Google Display as fast fallback |
| Designer creative delivery late | Delays campaign activation | Align on specs and delivery date by April 7; define a buffer date of April 18 |
| Accounts selected have low known contacts in HubSpot | Limits nurture enrollment | Audit HubSpot contact coverage for shortlisted accounts before finalizing selection |
| Landing pages don't resolve correctly on mobile | Poor user experience for ad traffic | Include mobile QA in page review checklist |
| UTM/tracking gaps | Attribution blind spots | Define tracking spec before any page or campaign is built |

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## Open Decisions

1. **Programmatic platform:** Google Display Network vs. DSP (StackAdapt, The Trade Desk, etc.)
2. **3 pilot accounts:** TBD — to be finalized by April 4
3. **Nurture trigger logic:** Form fill only, or also include anonymous page visit + reverse IP?
4. **Reporting home:** HubSpot dashboard, a standalone doc, or piped into another tool?

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## Timeline Summary

| Week | Dates | Key Milestone |
|---|---|---|
| Week 1–2 | Mar 24 – Apr 4 | Pilot accounts selected; programmatic platform decided |
| Week 3–4 | Apr 7 – Apr 18 | Prospecting agent run; landing pages built; ad creative in production |
| Week 5–6 | Apr 21 – May 2 | Campaigns configured; HubSpot nurture built; assets uploaded |
| Week 7 | May 5 – May 9 | Full end-to-end QA; stakeholder sign-off |
| **Launch** | **May 12–16** | **All 3 account campaigns go live** |

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## Next Steps (This Week)

1. Score and select the 3 pilot accounts
2. Begin programmatic platform evaluation — prioritize resolving this by April 4
3. Share timeline with Designer so they can plan for April 7 creative kickoff
4. Audit HubSpot contact coverage for shortlisted accounts

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*This plan will be migrated into Asana once accounts and the programmatic platform are confirmed.*