Account 1 · example
Posted its first product-designer role three days ago. B2B software, 40 people, no designer in-house.
ABM at Tcules
One account at a time.
From signal to conversation.
- Every account
- reach out, hold or drop, with the reason written down
- A person
- approves the exact message before it is sent
Your call
Three accounts. Reach out, hold or drop? Then see what the rules say.
Account 2 · example
Raised a round seven months ago. Nothing has changed since. 300 people.
Account 3 · example
Launched an AI feature last week. Nobody can say who owns design.
One account, start to finish
Follow one accountAn example account, not a real prospect
Something just changed.
Hard signal · dated · linkable
The company posted its first product-designer role.
3 days ago · careers page
B2B softwareUnder 50 peopleNo in-house designer
Out of 100, in eight parts.
84out of 100
- Signal
- Fit
- Initiative
- Gap
- Wedge and proof
- Buyer
- Timing
- Confidence
Gates it has to pass first
- Live signal
- Direct digital product
- Confirmed buyer
- Credible wedge
- Never contacted before
- 100 staff or fewer
Reach out, hold, or drop.
Dropunder 55Hold55 to 69Reach out70 and up
Reach out. 84 clears the line, and anything 80 and up goes to the front of the queue.
A hold waits for a new dated signal. A drop keeps its reason, so the same account is not researched twice.
One page before the first word.
- Who
- Head of Productowns the workflow the signal points at
- Why now
- The first product-designer role, posted three days ago
- Open with
- One question about shipping with a small team
- Proof
- The case study closest to their product
- Tone
- Short, direct, no jargon
- Leave out
- Anything personal, any pitch
A few touches, one idea each.
- LinkedInDay 0Connection note
A short note. No ask, no list of services.
- LinkedInWhen acceptedFirst message
Picks up the note's question.
- EmailThree days laterA short email
Adds one useful thing: the case study closest to their product.
- Voice noteA week inA voice note
Short, spoken, in my own voice. One question, then it stops.
Checked before it is staged
One ideaOne questionEvery fact sourcedNo generic praiseNot repeated in the batch
A person says yes, or not yet.
Staged for reviewExample account · 84 · Reach out
- Signal verified and dated
- Brief written
- Touches drafted: LinkedIn, email, voice note
- Checks passed
Nothing is sent until a person approves the exact message.
1 of 6
What changed the messages
Messages that packed in several ideas confused people. One plain question worked better.