Account-Based Sequence for Enterprise Deals
A multi-channel sequence designed to engage multiple stakeholders within a target enterprise account, combining high-touch personalization with scalable infrastructure.
Key Facts
Enterprise ABM sequences require 6-8 touches over 21-28 days. Anything shorter fails to penetrate complex buying committees.
Account-level personalization (e.g., referencing a 10-K report) is more effective for ABM sequences than just personalizing first names.
A multi-channel ABM sequence combining email and LinkedIn is key. Email opens the door, LinkedIn provides social proof and context.
Running an ABM sequence from your primary domain is a huge risk. Use dedicated domains and rotate inboxes to protect deliverability.
Table of Contents
Introduction
This sequence is built for ABM Leads and Enterprise SDR Managers running high-touch outbound campaigns. Use it when targeting large, complex accounts where you need to build consensus across multiple departments and decision-makers before a conversation can even begin.
This isn't a volume play; it's a strategic, multi-threaded approach to breaking into your most valuable target accounts.
Sequence Overview
- Steps: 6
- Duration: 21-28 days
- Channels: Email + LinkedIn
The goal is to establish contact with a primary champion while simultaneously building awareness with other key stakeholders in the buying committee. This prevents your deal from dying if your initial point of contact goes dark.
Step-by-Step Flow
Step 1: Initial Outreach (Day 1, Email)
Objective: Open a conversation with a primary point of contact (e.g., Director of Engineering).
Subject:
Question about [Company Name]'s initiative
Body:
Step 2: Social Connection (Day 3, LinkedIn)
Objective: Reinforce your name and company in a different context.
Action: Send a connection request to the primary contact. No pitch, just a simple note: Enjoyed your recent post on [topic], looking forward to following your work.
Step 3: Value Drop (Day 7, Email)
Objective: Provide value and show you understand their world, without asking for anything.
Subject:
Re: [Original Subject]
Body:
Step 4: Multi-Threading (Day 10, LinkedIn)
Objective: Engage a secondary stakeholder (e.g., a VP or C-level executive in the same department).
Action: Find a recent post by the secondary stakeholder and leave a thoughtful comment. Or, send a connection request referencing a mutual connection or shared group.
Step 5: The Soft Bump (Day 15, Email)
Objective: Nudge the primary contact while demonstrating you understand their organization.
Subject:
Re: [Original Subject]
Body:
Step 6: Professional Breakup (Day 22, Email)
Objective: Close the loop professionally to leave the door open for the future.
Personalization and Targeting
This sequence lives or dies on personalization. Don't automate generic {company_name} fields and expect results.
Focus on two levels:
- Account-Level Personalization: Reference their annual reports, recent funding announcements, executive interviews, or specific company initiatives. This shows you've done your homework.
- Role-Level Personalization: Tailor the pain point to the individual's role. A CTO cares about integration and security, while a VP of Sales cares about revenue acceleration. The message cannot be identical.
How to Run This at Scale Without Burning Your Infra
Executing a multi-threaded ABM strategy creates unique deliverability challenges. Contacting multiple people at the same company from a single inbox can quickly get you flagged by their corporate spam filters (like Microsoft Defender or Google Workspace advanced protection).
The solution is infrastructure, not just better copy.
- Safe Sends Per Inbox: Keep sends low, around 30-50 per day per inbox. This mimics human behavior and avoids triggering velocity filters.
- Dedicated Domains: Never run this from your primary corporate domain. One spam report could jeopardize your entire company's email operations. Use dedicated sending domains (
getcompany.com,trycompany.com) that are properly warmed up. - Inbox Rotation: SuperSend automatically rotates sending across dozens or hundreds of inboxes. This allows you to email multiple stakeholders at
target-enterprise.comfrom different inboxes (sdr1@getcompany.com,sdr2@getcompany.com), making the outreach appear more natural and avoiding domain-level velocity limits.
Enterprise recipients are on corporate domains with sophisticated security gateways. If your sending domain gets flagged by one major enterprise's security provider, it can cascade and get you blocked by others using the same system. Your sending reputation is everything.
Tools like SuperSend exist to handle this infra and orchestration so your team can focus on strategy, not duct-taping inboxes together.
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