Apollo.io ABM Workshop - Moving from Spray and Pray to Precision Plays

This post recaps a joint workshop we hosted with Apollo.io focused on building and executing account-based marketing (ABM) campaigns. The goal: move from generic, high-volume outbound to focused, strategic plays that actually convert.

What the Workshop Covered

We walked through eight core areas for running ABM inside Apollo.io:

1. The Strategic Pivot

Why broad-based outbound is leaving pipeline on the table - and how targeted ABM campaigns consistently outperform spray-and-pray approaches.

2. ICP Development

How to identify the right accounts and buyer personas before you write a single email. This is the foundation everything else builds on.

3. Target List Building

Using firmographics, technographics, intent signals, and website visitor tracking inside Apollo.io to build laser-focused account lists.

4. Account Scoring

Automating account prioritization based on buying indicators so your team spends time on the accounts most likely to convert.

5. Multi-Channel Engagement

Coordinating email, LinkedIn, and phone outreach into cohesive plays rather than siloed activities.

6. Personalized Messaging at Scale

Using Apollo.io’s data and dynamic variables to personalize outreach without manually writing every email.

7. Workflow Automation

Streamlining outreach, follow-ups, and lead routing with Apollo.io Plays and Workflows.

8. Live Demonstration

We walked through real-world execution examples showing how all these pieces come together in practice.

Get the Recording

If you missed the workshop, email jeremy@gtmworks.ai to request the full recording.