ABM in Action: Turning Cold Prospects into Warm Enterprise Conversations

The traditional B2B sales funnel is breaking. Buyers no longer move linearly from ad to demo - they zigzag across channels, researching, validating, and comparing before they ever respond. In reality, the average buyer in your ICP will see your ad six times, receive a LinkedIn connection request, read your blog, notice a Google retargeting ad, get a personalized email, and experience several other touchpoints before they convert. The era of LinkedIn lead generation agencies who send just direct DMs is long gone.

This new reality demands a different kind of ABM - one that connects every channel and every signal into one cohesive motion. That's where a connected ABM workflow shines. By aligning paid, data, and outreach tools like LinkedIn Ads, Fibbler, Clay, and Lemlist, teams can finally orchestrate a full-funnel experience that builds trust first and sells second.

In this guide, you'll learn exactly how this approach works - from mapping your TAM and Ideal Customer Profile, to syncing ad impressions with CRM data, and turning warm engagement into enterprise meetings with brands like Mastercard, Allianz, Apple and Timeout.

1. Mapping the TAM and Building ICP Lists

Every winning ABM strategy begins with data - but not just any data. At frontBrick, we've developed a precision-driven approach to mapping Total Addressable Market and ICPs that combines human intelligence and automation.

Step 1: TAM and ICP Analysis

We go deeper than firmographic filters. Instead of relying solely on industry tags or company size, our team studies your closed-won deals in CRM, listens to sales calls, and analyzes competitors on G2, Capterra, and Clutch. This insight fuels a comprehensive ICP document that defines your perfect-fit accounts based on buying behavior, tech stack, and engagement triggers.

Step 2: Data Collection

We combine tools like Apify Scraper, LinkedIn, Apollo.io, and Crunchbase to build hyper-targeted lists.

Each contact is validated, enriched, and cleaned in Clay, ensuring your data is accurate and actionable from day one.

Step 3: Data Enrichment

Our proprietary waterfall enrichment system draws from over 100+ data providers, delivering 40% more verified emails and insights like recent funding, technologies used, and hiring signals. This enriched dataset becomes the engine that powers every downstream workflow.

Step 4: Validation

Before moving to activation, we validate each record to ensure 100% deliverability and relevance. Accuracy at this stage ensures that every impression and outreach later aligns with real buyer intent.

2. Running Thought Leader Ads on LinkedIn

Once your ICP lists are built and enriched, the next move is to build trust before outreach.

Thought Leadership Over Cold Pitching

Instead of pushing ads that sell, we run Thought Leader Ads that educate, inspire, and resonate with your target audience. These posts appear under real team members' names - not company pages, and are crafted to add value, not sell.

Our creative philosophy: "Focus on insight, not intent." Think non-gated content like ROI calculators, and real insights.

Campaign Execution

We upload the enriched ICP lists to LinkedIn Ads, where we serve personalized content to the exact companies and decision-makers we want to engage.

Each ad is designed to spark familiarity - by the time your SDR sends a message, prospects have already seen your brand in their feed multiple times.

Pro tip: Aim for 80%+ match rate when you upload the audience to LinkedIn Ads.

Why It Works

The magic lies in the repetition: when you get enough paid impressions and engagements per target company, you create familiarity that dramatically increases response rates in outbound. This stage transforms a cold audience into a warm one ready to talk. Because you built trust.

3. Using Fibbler as the Data Bridge Between Ads, Clay, and HubSpot CRM

Most ABM campaigns fail not because of weak messaging, but because data sits in silos. That's where Fibbler becomes the hero of our ABM Engine.

Fibbler: The Orchestration Layer

Fibbler syncs LinkedIn ad impressions directly into Clay and HubSpot CRM, bridging the gap between paid media and sales outreach.

It ensures that every impression - every signal of engagement, is tracked, enriched, and measured.

The Workflow

• Sync ad impressions & engagements from LinkedIn via Fibbler.
• Identify engaged prospects (mid to high engagement levels)
• Match and enrich those contacts inside Clay with multiple data points such as role, company, and intent signals.
• Push enriched records to HubSpot for attribution and pipeline tracking.

This creates a seamless data flow - letting marketing measure influence on deals, while sales sees exactly which accounts are warming up.

Pro tip: when you start seeing organic engagement next to paid, you know your account might be ready to convert into a meeting.

4. Distributing to Lemlist for Warm Multi-Channel Outreach

With trust built and data enriched, it's time to activate.

Segmentation by Engagement

We use Clay to segment prospects by their engagement level on LinkedIn - impressions, clicks, and visits. Those who've shown intent move to Lemlist, where our multi-channel sequences start.

The Lemlist Sequence

Our tried-and-tested flow is both structured and human:

• LinkedIn Ads (2 weeks) to warm the audience.
• Sync to Clay, then segment by engagement.
• Start sequence:
• LinkedIn Connection Request → If accepted, send a friendly chat message after 1 day.
• If not accepted → send an A/B-tested email.
• Follow-ups:
• Wait 3 days → send a LinkedIn message.
• Wait 2 days → send a follow-up email.

Why It Converts

Because prospects already know the brand from LinkedIn Ads, they're far more receptive to messages. We're not introducing ourselves cold - we're continuing a conversation that's already begun through thought leadership.

Pro tip: your email and LinkedIn messaging should be aligned with your thought leadership ads. Try to lead with the same resources.

5. Real Client Outcomes: From 437 Prospects to Enterprise Meetings

A recent frontBrick client used this ABM engine and achieved extraordinary results in just 45 days.

Campaign Metrics

• 437 prospects targeted
• 50 replies (12.3% reply rate)
• 21 SQLs (5.2% conversion rate)

These included meetings with VP and Director-level decision-makers at: Mastercard, Allianz Group, Apple, Lufthansa, Timeout, and Turkish Airlines.

The client's pipeline rapidly expanded with enterprise opportunities - all while reducing the average cost per meeting and eliminating cold outreach fatigue.

The Takeaway

The frontBrick ABM Engine integrates the best of modern go-to-market tools into a unified workflow:

• LinkedIn Ads build awareness and credibility.
• Fibbler connects impressions+engagements to actionable data in Clay and HubSpot.
• Clay enriches and validates every contact.
• Lemlist executes human-like, warm, multi-channel outreach.

This system doesn't rely on luck - it's engineered for predictable growth and measurable influence on revenue.

Why It Works So Well

• Data-driven precision: Every lead is vetted through real buying signals.
• Trust-first messaging: We lead with value, not sales pitches.
• Tech orchestration: Tools like Fibbler and Clay ensure no engagement data is lost.
• Human creativity: Personalized content makes automation feel human.

The result? Meetings with global brands, shortened sales cycles, and repeatable ABM success.

Final Thoughts

Great ABM isn't about scale - it's about sequence. By combining the creative trust-building power of LinkedIn with the operational precision of Fibbler, Clay, and Lemlist, we've built a repeatable playbook that turns anonymous impressions into enterprise deals.

About frontBrick

frontBrick is a boutique B2B demand generation agency helping teams identify, engage, and convert high-intent leads before their competitors do.

We've helped 50+ B2B teams - from early-stage startups to global enterprises, grow their pipeline "brick by brick."