Account-Based Outreach Pipeline Template
Orchestrate every ABM touch on one board
Stop scattering account intel across spreadsheets, docs, and CRM notes. This Instaboard pipeline turns ABM outreach into a single canvas where pods capture signals, brief stakeholders, and see which channel is live. Duplicate the Warm-Up card to log ICP proof, drop personalization kits with Loom or deck attachments, then drag cards through Multichannel Outreach and Buying Committee Conversations with due dates, assignees, and labels such as High intent or Meeting booked. Meeting recaps stay visible so marketing, SDRs, and AEs act on the same plan without searching through threads.
- Centralize account research, outreach, and recaps in one canvas
- Duplicate micro-templates to keep briefs, cadences, and meetings consistent
- Use labels like High intent or Cadence live to focus pods
- Attach Looms, decks, and mutual plans directly on the card
- Spot blockers fast by moving cards through five ABM stages
Kick off in Target & Prioritize
Welcome your team by opening Get Started and duplicating Account Warm-Up Brief. Fill the company, fit signal, and trigger lines, assign an owner, and add due dates for the first touch. Attach any intel links, then drag the card into Target & Prioritize. Apply the High intent or Intro pending label so pods can filter the queue and know which accounts need an intro versus cold outreach.
Assemble your personalization kit
Move the card into Insights & Personalization Build once you have stakeholder research to capture. Duplicate Personalization Build Plan, paste Looms or decks as attachments, and document the hook and social proof you will reference. Use Stakeholder Snapshot to map roles and preferred channels, tagging Risk flagged if procurement pauses are emerging. Assign writers or AEs on each card so it’s obvious who owns the copy before a cadence launches.
Launch and track the cadence
Drag the account into Multichannel Outreach the moment your first touch fires. Duplicate Multichannel Cadence Planner, outline day-by-day messages, and set the due date to the Day 1 send so Instaboard surfaces reminders. Tag the card Cadence live (and Intro pending if you still expect a warm intro) to focus daily standups. Add SMS, phone, LinkedIn, and email tasks as inline bullets so everyone sees what already shipped.
Multi-thread the buying committee
When a meeting lands, move the card into Buying Committee Conversations and duplicate Meeting Recap + Next Step for each call. Capture attendees, blockers, and promised follow-ups in the card body, then attach the deck or diagram you shared. Use Meeting booked plus Executive sponsor labels when senior leaders engage so leadership can filter active champions. Assign the next action and set a due date before dragging the card forward.
Lock expansion plays and advocacy
Slide the account into Expansion & Advocacy once you have traction or a champion. Duplicate Stakeholder Snapshot again to log cross-sell targets, then create action cards for reference calls, exec dinners, or workshop invites. Keep Expansion play labels on deals that need marketing assets, and attach the mutual plan or recap deck promised to the team. Cards in this lane become the handoff for Customer Success once the opportunity closes.
What’s inside
Start-Here pod briefing
Account Warm-Up Brief and Stakeholder Snapshot template cards make every account kickoff identical — capture ICP signals, intro paths, and owners before touching the sequence.
Insights & personalization workbench
A dedicated section to store Looms, decks, and reference assets so writers and AEs can collaborate on hooks without overwriting CRM notes.
Multichannel cadence lane
List view keeps orchestrated cadences visible with due dates and Cadence live tags so you never wonder which channel fired last.
Buying committee console
Meeting Recap + Next Step cards hold attendees, blockers, and promised artifacts while Meeting booked labels tell the pod where conversations sit.
Expansion & advocacy finish
Drop champions, reference calls, and upsell experiments here so momentum continues after the first meeting is done.
Why this works
- Aligns SDR, marketing, and AEs on the same research and outreach plan
- Forces every cadence to show an owner, due date, and channel mix
- Keeps meeting recaps, files, and champions visible for fast handoffs
- Extends outreach momentum into expansion plays, not just first meetings
FAQ
How do I document multiple stakeholders per account?
Duplicate Stakeholder Snapshot for each persona or indented bullet them inside a single card. Apply Executive sponsor or Risk flagged labels so you can filter by influence level during reviews.
Where should I store personalization videos or decks?
Attach Loom links, decks, or PDFs on the Personalization Build Plan card so outreach copywriters and reps use the same asset without digging through drives.
Can this board support 1:few ABM plays?
Yes. Tag cards by pod or segment, keep shared hooks in the Insights list, and duplicate cadence planners per cluster so you still see which accounts have fired each touch.
How do I know when to move a card forward?
Use the labels plus due dates as your rule: once personalization is attached, move to Multichannel Outreach; once a live meeting or pilot is booked, drag into Buying Committee Conversations.