ABM Campaign — DIY Playbook skill

ABM Campaign — DIY Playbook

This skill walks you through a full ABM campaign end-to-end, using Claude Code as the orchestration layer. You bring your ICP definition and credentials; Claude handles the rest.

What you'll build:

1. A scored, filtered account list sourced from Vibe Prospecting
2. Segment-specific ad creatives (HTML templates + optional Figma assets)
3. LinkedIn matched audiences populated with your target accounts
4. Live LinkedIn campaigns with personalized ads
5. An ongoing monitoring and optimization loop

No personal keys are stored in this skill. You provide credentials at runtime via environment variables or interactive prompts. See setup.md before starting.

---

Prerequisites

Complete setup.md first. It covers:

• Vibe Prospecting login (npx @vibeprospecting/vpai@latest)
• LinkedIn Ads API credentials
• Figma access token (optional)

---

Campaign Phases

Phase 1 — Build the Account List

Goal: Translate your ICP into a concrete list of target companies.

Read 01-account-list.md before running any Vibe Prospecting commands.

Quick steps:

1. Define your ICP (industry, company size, geography, tech stack, funding stage, intent signals)
2. Use autocomplete to normalize filter values
3. Fetch matching companies with fetch-entities (sample 5 first, then full export)
4. Save to abm-accounts-raw.csv

# Example: US SaaS companies, 100-1000 employees, using Salesforce
npx @vibeprospecting/vpai@latest autocomplete \
  --args '{"field":"linkedin_category","query":"software"}' \
  --tool-reasoning 'Building ABM account list for SaaS ICP'

npx @vibeprospecting/vpai@latest fetch-entities \
  --args '{
    "entity_type": "business",
    "filters": {
      "linkedin_category": {"values": ["Software Development"]},
      "company_headcount_range": {"values": ["101-250","251-500","501-1000"]},
      "company_country_code": {"values": ["US"]},
      "company_tech_stack_tech": {"values": ["Salesforce"]}
    },
    "page_size": 5
  }' \
  --tool-reasoning 'Sample fetch for ABM account list'

Output: abm-accounts-raw.csv

---

Phase 2 — Enrich & Score the Accounts

Goal: Add firmographic and technographic data, then score and filter to your best-fit accounts.

Read 02-enrich-score.md for scoring model details.

Quick steps:

1. Match raw companies to Vibe business IDs
2. Enrich with firmographics, technographics, funding-and-acquisitions
3. Apply ICP scoring formula (Claude computes a fit score 0–100)
4. Filter to accounts above your threshold (suggested: score ≥ 60)
5. Save to abm-accounts-scored.csv and abm-accounts-final.csv

# Match company names to IDs
npx @vibeprospecting/vpai@latest match-business \
  --args '{"businesses_to_match": [{"name":"Acme Corp","domain":"acme.com"}]}' \
  --tool-reasoning 'Matching accounts for enrichment'

# Enrich firmographics + technographics
npx @vibeprospecting/vpai@latest enrich-business \
  --args '{
    "business_ids": ["biz_xxx"],
    "enrichments": ["firmographics","technographics","funding-and-acquisitions"]
  }' \
  --tool-reasoning 'Enriching accounts for ABM scoring'

Output: abm-accounts-final.csv (scored, filtered list)

---

Phase 3 — Create the Ad Templates

Goal: Generate reusable, segment-specific ad templates using Claude Code.

Read 03-ad-templates.md for template structure and design system integration.

Quick steps:

1. Define your ad segments (e.g., "Enterprise Fintech", "Mid-Market SaaS", "Startup")
2. Specify your design system or brand colors/fonts (or use defaults)
3. Claude generates HTML/CSS templates for each LinkedIn ad format:
   • Single Image (1200×628 px)
   • Carousel cards (1080×1080 px)
   • Spotlight ad (300×250 px)
4. Templates use placeholders: {{company_name}}, {{company_logo}}, {{headline}}, {{body_copy}}
5. Output files saved under creative/templates/

Tell Claude:

"Create LinkedIn ad templates for these segments: [list]. Use these brand colors: [hex]. Use this value prop: [text]."

Output: creative/templates/<segment>-single.html, creative/templates/<segment>-carousel.html

---

Phase 4 — Personalize the Creative

Goal: Dynamically update creative elements per account using Figma MCP (or a code-based approach).

Read 04-personalize-figma.md for the Figma MCP workflow and code-based fallback.

Option A — Figma MCP (recommended for polished output):

1. Share your Figma design file URL
2. Claude reads the template frames via Figma MCP
3. For each account, Claude swaps: company logo, company name, segment headline
4. Exports PNG assets per account

Option B — Code-based (no Figma):

1. Claude uses the HTML templates from Phase 3
2. Injects per-account data using a Python/Node script
3. Renders to PNG using puppeteer or playwright
4. Saves under creative/personalized/<company_domain>/

# Install rendering dependencies (Option B)
npm install -g playwright
playwright install chromium

Output: creative/personalized/<company_domain>/<format>.png

---

Phase 5 — Push Audiences to LinkedIn Ads

Goal: Create a LinkedIn matched audience from your account list and upload company data.

Read 05-linkedin-audiences.md for the full API workflow.

Quick steps:

1. Set LinkedIn credentials as environment variables (see setup.md)
2. Create a DMP segment (matched audience)
3. Upload your company list (domain-based matching — LinkedIn matches ~40–60% of lists)
4. Wait for audience to populate (typically 24–48 hours for >300 companies)

# Step 1: Create matched audience
curl -s -X POST "https://api.linkedin.com/v2/dmpSegments" \
  -H "Authorization: Bearer $LINKEDIN_ACCESS_TOKEN" \
  -H "Content-Type: application/json" \
  -d '{
    "name": "ABM Target Accounts — Q3 2025",
    "accessPolicy": "PRIVATE",
    "destinations": [{"destination": "urn:li:sponsoredAccount:'$LINKEDIN_AD_ACCOUNT_ID'"}],
    "type": "COMPANY"
  }'

# Note the returned segment ID, then upload company list (see 05-linkedin-audiences.md)

Output: LinkedIn DMP Segment ID saved to linkedin-audience-id.txt

---

Phase 6 — Create & Launch the Campaigns

Goal: Create campaign groups, campaigns, and ad creatives in LinkedIn Campaign Manager.

Read 06-campaign-management.md for full campaign creation and monitoring.

Quick steps:

1. Create a campaign group per segment
2. Create campaigns targeting your matched audience + segment filters
3. Upload personalized creatives as sponsored content
4. Set budget, schedule, and bid strategy
5. Launch

Monitoring loop (ongoing):

• Claude checks campaign analytics daily
• Flags underperforming ads (CTR < 0.4%, CPC > $15)
• Suggests copy/creative tweaks
• Refreshes audience as new accounts are added

---

Full Pipeline Checklist

[ ] setup.md — credentials configured
[ ] 01-account-list.md — account list built and exported
[ ] 02-enrich-score.md — accounts enriched, scored, filtered
[ ] 03-ad-templates.md — ad templates created per segment
[ ] 04-personalize-figma.md — creatives personalized per account
[ ] 05-linkedin-audiences.md — matched audience created and populated
[ ] 06-campaign-management.md — campaigns live and monitored

---

File Outputs Reference

File	Phase	Description
abm-accounts-raw.csv	1	Raw account list from Vibe Prospecting
abm-accounts-scored.csv	2	Accounts with enrichment + fit scores
abm-accounts-final.csv	2	Filtered best-fit accounts (score ≥ threshold)
creative/templates/	3	HTML/CSS ad templates per segment
creative/personalized/	4	Per-account rendered ad images
linkedin-audience-id.txt	5	LinkedIn DMP segment ID
campaign-ids.json	6	Campaign group, campaign, creative IDs
campaign-report.csv	6	Daily analytics export

---

Troubleshooting

Problem	Solution
Vibe Prospecting auth fails	Run setup from setup.md → Vibe section
LinkedIn 401 Unauthorized	Access token expired — re-run OAuth flow in setup.md
Audience too small (<300)	Broaden ICP filters in Phase 1; LinkedIn needs 300+ matched companies to serve ads
Low audience match rate	Use company domains (not just names) in Phase 5 upload for better matching
Figma MCP not available	Use Option B (code-based) in Phase 4
Creatives rejected by LinkedIn	Check LinkedIn ad specs in 03-ad-templates.md