Account-based marketing brief

Targeted growth plan for the AAN

A focused, budget-conscious campaign designed to engage decision-makers at AAN with messaging tied to revenue growth, member engagement, and stronger digital performance.

Campaign Summary Email + LinkedIn ABM Sequence Success Metrics
Campaign Summary

Conexiant for associations

This campaign positions Conexiant as a partner that helps medical associations increase non-dues revenue, strengthen year-round engagement, and improve how content, education, and member communications perform across digital channels.

Target account
AAN
Audience
Marketing, digital, education leadership
Goal
Meetings and pipeline creation
Timeline
30 to 60 days
Section 01

Targeting and segmentation

Focus first on the leaders most likely to influence revenue, digital strategy, and member engagement. Expand only after there is signal from the account.

Key decision-makers

  • Chief Executive Officer or Executive Director
  • Chief Marketing Officer or VP of Marketing
  • Head of Digital or Digital Strategy Lead
  • Director of Education or CME Programs

Key influencers

  • Director of Membership and Engagement
  • Content or Publications Lead
  • Events or Conference Director
  • Data and Analytics Lead
Tier 1
CMO, Digital Lead, Education Director

These roles are closest to growth targets, content performance, member engagement, and digital experience.

Primary objective

Secure discovery meetings and uncover active priorities.

Tier 2
Membership, Content, and Events leaders

These teams often feel the daily pain of low engagement, disconnected workflows, and underused content.

Primary objective

Build internal support and gather proof points for outreach.

Tier 3
Analytics and IT stakeholders

Useful later in the process to confirm measurement, feasibility, and system fit.

Primary objective

Validate reporting needs and reduce friction near opportunity stage.

Section 02

Value proposition and messaging

Lead with business outcomes, not product features. Show how Conexiant can help AAN improve performance using the programs, content, and audience relationships it already has.

Revenue growth

Turn existing content, education, and sponsorship touchpoints into stronger non-dues revenue opportunities.

Member engagement

Create more relevant experiences that keep neurologists engaged beyond annual events and one-time campaigns.

Operational efficiency

Reduce manual effort and improve visibility into what content and programs are driving response.

Pain points to highlight

  • Slowing member growth or inconsistent engagement
  • Education and content that are not fully monetized
  • Data spread across multiple systems
  • Limited visibility into what is working
  • Manual processes that take time and staff resources

Personalization by role

  • Marketing: growth, campaign performance, sponsorship value
  • Education: CME participation, program reach, learner retention
  • Digital: content discovery, user experience, reporting visibility
Sample email
Subject: Quick question on AAN's CMe programs Hi [Name], AAN's education programs are clearly strong. Participation isn't the issue. What's harder to see, for most teams, is what happens across programs. Which activities lead to continued learning? Which topics bring people back? Which ones stop at a single session? Most teams can report performance. Very few can clearly show how learning builds over time. That usually makes it harder to decide what to expand or where to focus next. I noticed most association's structure CME around individual activities, which makes that visibility difficult to piece together. Curious how your team is thinking about this today. Let's setup a quick 15-minute conversation this week. Best, [Your Name]
Sample LinkedIn message
Hi [Name], Quick question. Which of your CME programs bring learners back vs. stop after one session? Most teams can report activity. Fewer can clearly see how learning builds over time. Curious how AAN is thinking about this. Open to a quick 15-minute exchange? Best, [Your Name]
Section 03

Campaign design

Keep the campaign tight and efficient. Use a short list of channels that allow for precise targeting, direct response, and visible follow-through.

Primary channels

  • LinkedIn outreach and organic content
  • Targeted email sequence
  • Sales Navigator for account targeting

Secondary channels

  • Small retargeting ad spend focused only on key contacts
  • Industry event follow-up tied to relevant association meetings
  • Direct sales outreach once engagement appears
1

Weeks 1 to 2

Connect on LinkedIn with a tailored note and share a short AAN opportunity brief with role-specific talking points.

2

Weeks 3 to 4

Follow up with a case study, simple ROI view, or digital experience observations that reinforce the value story.

3

Weeks 5 to 6

Invite priority contacts to a short executive briefing or tailored demo, then coordinate direct outreach from sales.

Budget priorities

LinkedIn tools and ads
60%
Content development
30%
Email tools and support
10%
Section 04

Content strategy

Create a small set of assets that feel specific to AAN and make the business case easy to understand.

Recommended content

  • AAN-specific opportunity brief with tailored insights
  • Case study showing results for a similar association or publisher
  • Simple ROI model to estimate revenue or engagement lift
  • Review of AAN's digital experience with suggested improvements

How to show measurable value

  • Increase in CME participation
  • Improved email engagement and click-through rate
  • Growth in digital revenue or sponsorship performance
  • Lower cost per engagement or meeting booked
Section 05

Measurement and success metrics

Define success by movement through the account, not just top-of-funnel activity. Measure whether attention turns into meetings, pipeline, and revenue potential.

What success looks like

Meetings booked with Tier 1 decision-makers and new opportunities created within the AAN account.

Awareness

LinkedIn connection rate and email open rate

Engagement

Click-through rate, content views, downloads

Conversion

Meetings scheduled, replies, demo attendance

Pipeline

Opportunities created, deal speed, influenced revenue

ROI approach

Compare campaign cost against pipeline value, meetings generated, and any revenue influenced by the campaign.

Reporting view

Track account engagement weekly, then summarize performance by funnel stage so marketing and sales can decide where to adjust.

Section 06

Execution plan

Start with research and content preparation, then move quickly into outreach, testing, and meeting generation.

Days 1 to 30
Build the account foundation

Research AAN priorities, build the target contact list, prepare tailored content, and launch LinkedIn plus email outreach.

Days 30 to 60
Optimize and convert

Adjust messaging based on response, launch retargeting ads, increase direct outreach, and schedule meetings or executive briefings.

Resources needed

  • LinkedIn Sales Navigator
  • CRM such as Salesforce or HubSpot
  • Email platform
  • Basic design support for one-pagers
  • Simple analytics dashboard

Working principle

Keep the campaign focused on a small group of high-value contacts. Personalization, timing, and relevance matter more than volume.

questions?

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