ABM campaigns
An ABM campaign targets one company at a time with deep, coordinated outreach. Kai enriches the account, discovers the right contacts, and runs structured waves: one senior stakeholder first, then two below the line. Every touch is tied to what is actually happening at that account.
When to use ABM
ABM is for accounts where the deal size or strategic importance justifies a more deliberate, multi-threaded approach. Use it for named accounts, enterprise targets, or any company where you want coordinated coverage across multiple stakeholders rather than a spray-and-pray approach.
ABM requires more setup per account than Seasonal and produces fewer contacts per campaign by design. The trade-off is depth over breadth.
Account enrichment
When you create an ABM campaign, you provide the target company name and website. Kai then enriches the account by:
- Crawling the company website with Firecrawl to capture recent content, product positioning, and signals
- Pulling company data from Lemlist's B2B database
- Generating a two-paragraph account synthesis (Kai's Read) that summarises what the account is signalling and what angles are likely to resonate
Kai's Read updates automatically whenever the account's reply state changes (for example, when someone at the account replies as interested).
Persona discovery
After enrichment, Kai searches Lemlist's B2B database for contacts at the target account who match your persona focus settings. It scores each candidate against your above-the-line and below-the-line persona descriptions and surfaces a shortlist for you to approve or reject.
You do not need to provide a contact list. Kai finds the right people based on the persona focus you have configured in Settings.
Wave structure
Approved contacts run in waves. The default wave structure is:
- Wave 1: One above-the-line contact (director level and above)
- Wave 2: Two below-the-line contacts (ICs and managers closest to the problem)
Waves run sequentially. Wave 2 contacts are not pushed until Wave 1 has been approved and is in sequence. This lets the senior outreach land before anyone below the line hears from you.
Account state machine
ABM accounts move through states based on reply activity:
- Prospecting: Active outreach running, no meaningful reply yet
- Engaged: At least one contact at the account replied as Interested. Once engaged, an account never moves backwards.
- Cooled: A Not Interested reply triggered a 90-day cooling period. No new contacts at this account are pushed during the cooldown.
The 90-day cooling rule prevents the same account from being hit from multiple angles after they have explicitly said no.