Who does what
| Channel | Job |
|---|---|
| ChatGPT ads | Be under the answer when the buyer asks |
| AI visibility | Be named in the answer for everyone else |
| Company identification | Turn visits into named accounts |
| LinkedIn ads | Reach the wider buying group by job title |
| Sales outreach | Start the conversation within a day |
A sequence for an identified account
- Day 0: account identified from a ChatGPT ad click on a decision-stage question.
- Day 0: alert to the account owner with the question and pages read.
- Day 1: account added to a LinkedIn matched audience; ads for the buying group.
- Day 1–2: personal outreach referencing the topic, not the visit.
- Day 7: second touch with a resource that answers the next question.
- Day 14: review: engaged, nurture or drop.
Why LinkedIn completes the picture
ChatGPT can't target job titles; LinkedIn can. Once you know the account, LinkedIn reaches the finance director and the CFO, not just the analyst who asked. LinkedIn clicks cost more, about $6–15 in one 2026 benchmark, so use it on accounts that have already shown interest.
Roles in the team
| Person | Responsibility |
|---|---|
| Demand gen | ChatGPT and LinkedIn campaigns, audiences |
| Marketing ops | Identification, scoring, alerts, CRM |
| SDR or AE | Outreach within a day |
| Content | Pages for the questions that convert |
Questions
Do we need an ABM platform to orchestrate?
No. A CRM, LinkedIn matched audiences, company identification and a shared channel cover most of it.
How many channels should touch an account?
Enough to reach the buying group without fatigue: usually ads on two platforms plus personal outreach.
What if sales can't keep up?
Raise the fit threshold for alerts, and let lower scores go to nurture.
Why timing is the orchestration that matters
Most orchestration frameworks focus on channels. With AI signals, timing matters more: an account researching a problem today is far more receptive this week than next month. The best-orchestrated programme is the one where the identified account hears from you, helpfully, within a day or two.
Avoid over-orchestration
More channels aren't always better. Five touches across five channels in a week can feel like pressure. Agree a cap on touches per account per week and stick to it.
Start here: ChatGPT ads for ABM. More articles in ABM and AI ads.