×Peter TarrantThe ABX engine for Superhuman's
most strategic accounts.
Peter Tarrant, Senior ABX Leader. 1:1 and 1:few programs built from scratch. Measured in pipeline.
Superhuman is a Grammarly, Coda, Mail, and Go company now. The category is expanding, the buyer is moving up, and the enterprise motion has to move with it. ABX is how the top 30 accounts stop feeling like inbound and start feeling like a portfolio.
1:1, 1:few, and the measurement layer under both.
The top 15 to 30 accounts, treated like a portfolio.
Bespoke account plans built with the AE. Stakeholder maps, whitespace analysis, and hyper-personalized touchpoints: custom landing pages, executive briefings, curated direct mail, tailored event invites. Every signal routed back to sales at the right moment.
Cluster plays that scale without losing precision.
Vertical, segment, and stage-based cohorts of 10 to 100 accounts. Repeatable playbooks: messaging frameworks, content maps, channel sequences. Industry landing pages, vertical case studies, tailored nurture. Outbound and inbound sequenced with SDRs and AEs for full account penetration.
Pipeline influence, not activity theater.
KPIs defined with RevOps, dashboards live in Salesforce and the ABM platform. Account-level reviews with sales weekly. Tests documented, plays iterated. Every dollar of ABX spend traced to accounts engaged, opportunities created, and revenue closed or expanded.
What success actually looks like.
Audit and Align
Sit with every enterprise AE. Audit the current target account list with Sales leadership and RevOps. Rebuild the Tier 1 / Tier 2 / Tier 3 segmentation using firmographic, technographic, and intent data. Map the tech stack end to end. First account brief delivered by end of week one.
Ship the First Plays
Launch the first 1:few cluster program against a defined vertical. Stand up 3 to 5 fully personalized 1:1 programs with our top strategic AEs. Custom landing pages live via Mutiny. Executive briefings scheduled. Direct mail in motion. Every touchpoint tracked at the account level.
Prove the Motion
Full 1:1 program running across top strategic accounts. ABX dashboards showing account engagement and pipeline influence. First cluster program metrics reviewed with Sales. Playbook v1 documented and ready to hand to the next hire. ABX established as a recognized pipeline driver.
I've done this before.
Most recently at Pendo, but the playbook has been refined across 12 years of enterprise demand gen and ABM programs at B2B SaaS companies including Tipalti and WatchGuard Technologies.
Three companies. One consistent result: ABX that drives enterprise revenue.
Concrete, not conceptual.
The 'Inbox Zero for the C-Suite' 1:1 play
Bespoke landing pages for named CEOs and CROs at target accounts, showing what their week looks like with Superhuman: hours reclaimed, drafts written, meetings scheduled. Paired with a hand-delivered leather notebook and a personal note from a Superhuman exec. Built for the top 20 accounts, iterated quarterly.
Vertical 1:few for high-velocity industries
Cluster programs for VC, legal, and financial services: three cohorts where email volume is a competitive advantage. Industry landing pages with vertical benchmarks, tailored case studies, LinkedIn document ads sequenced with SDR outbound. One play, three verticals, measurable pipeline per cohort.
Executive briefings that double as content
Small-format executive dinners in NYC, SF, and London for target account CROs and heads of sales. Every dinner filmed under NDA and turned into a private briefing asset. AEs use the recording as a follow-up gift to accounts who couldn't attend. One event, dozens of account touches.
Fluent in the tools that make ABX actually work at scale.
6sense for intent, Mutiny and Folloze for account-specific web experiences, Clay for enrichment, Salesforce and HubSpot or Marketo as the source of truth, Outreach and Salesloft for sequenced touchpoints. The stack matters, but only because it lets us run more precise plays, faster, with attribution intact end to end.
ABX only works if sales owns it too.
ABX is not a marketing function handed to sales, it is a co-owned motion. I embed inside AE account plans and build plays that meet buyers where they actually are: a 1:1 LinkedIn document ad in a CRO's feed the week before their board meeting, an executive dinner for five heads of sales at Dreamforce, a hand-delivered package to a Chief of Staff benchmarking their exec team's inbox time. Every touch is tracked. Every account has a next best action. Sales sees the pipeline moving before the dashboard tells them.