Define the Rules of Engagement How To Set Up Your Triggers If you have an account-based platform like Terminus with an account-based rules engine, it can automatically manage, execute, and measure the success of your rules of engagement. If you are just starting out and don’t have an account-based platform, you’ll want to create sublists to manage the next steps and measure success. Step 1 Step 2 Define the inputs to your trigger. These should based Define your actions. This could be moving an account off a combination of fit, intent, relationship, and to a new list, program, campaign, or sending an alert to engagement account attributes. It could be for a sales. Here are some examples: combination signaling an account is highly valuable • Add an account to a account-based display and likely in a buying cycle, it could be the complete advertising campaign. opposite, or somewhere in the middle. You will want to • Send sales an alert that a target account is engaging respond to different combinations of account signals in with your pricing page. different ways. The rules of engagement are the key to scaling your account-based program. • Add an account to a LinkedIn advertising campaign. • Send a direct-mail piece to an account. • Request for an executive to send a handwritten letter. • Invite contacts from an account to an event. • Get contacts for an account from a contact provider. • Add the account to a sub list. The Complete Guide to Effective ABM Targeting 35