# LinkedIn ABM planner: blank copy

Copy this file and complete one first-test segment. Write **Unknown** where you lack evidence, then name the owner and next check. **Not applicable** is for a field the chosen route does not use. An observed zero needs a dated source. Keep the two statuses separate.

## 1. Account and segment

| Field | Your answer |
| --- | --- |
| Business and first-test goal | |
| Named-account list or selection definition; source and date | |
| Source account count; duplicates/entities still to resolve | |
| Why these accounts fit; supporting evidence | |
| Sales reviewer and date | |
| Customers and open opportunities: include, exclude or different treatment; list source and owner | |
| Known contacts and buying roles by account; gaps | |
| Shared buyer problem and evidence | |
| First segment; what its message, offer or sales action changes | |
| Deferred segments and reason | |

## 2. Audience route and boundary

| Field | Your answer |
| --- | --- |
| Provisional route and why it fits the list | |
| Required location and available role selections to verify | |
| Source rows / companies | |
| Accepted upload rows, or Not applicable | |
| Matched member accounts, or Not applicable | |
| Final audience after all criteria; source/date | |
| Forecast and actual delivery, each separately; source/date | |
| Exclusions, source, owner and checked status | |
| Audience Expansion setting and saved check | |
| Auto-Targeting mode and saved check | |
| Predictive-audience status and saved check | |
| Saved audience summary and eligibility evidence | |

Manual Company Names supports up to 200 companies. Company or contact uploads need at least 300 rows, and an active list needs at least 300 matched member accounts. The final ad-set audience also needs at least 300 members. Check the [current LinkedIn audience guidance](https://www.linkedin.com/help/lms/answer/a423690) and the requirements for your chosen route before launch. Do not infer person-level reach or delivery from source-list size.

## 3. Message, offer and production

| Field | Your answer |
| --- | --- |
| Buying-role question | |
| Proposed message and factual claims | |
| Proof to show; source, date and permission for each claim or asset | |
| Offer and exact thing the visitor receives | |
| CTA and post-click requirement | |
| Creative format and what the reader must be able to see | |
| Destination URL or Not built; observed/tested behavior | |
| Marketing, creative and sales-response owners | |
| Media ceiling and period; cost/volume forecast separately | |
| Ad-account authorization; required Page/identity/asset permissions; billing readiness; evidence/date/owner | |

If the first segment has two message executions, duplicate only the message, role question, proof and creative rows. Do not imply each role will see only its corresponding ad unless the audience setup supports that claim.

## 4. CRM review and sales action

| Field | Definition, source, period and owner |
| --- | --- |
| Account with reported paid exposure | |
| Explicit response from an identifiable person | |
| Booked meeting | |
| Held meeting | |
| Qualified held meeting rule | |
| Opportunity rule | |
| Won revenue definition, if used | |
| Campaign/source capture and tested response path | |
| Sales feedback: observed signal, source, account, owner, next action | |
| First joint review date and next decision | |

Company-level engagement does not identify the person who engaged. A suppressed Companies Hub value stays **Unknown**, not zero. Record what a person explicitly requested before assigning follow-up.

## 5. Decision record

| Status or open item | Your answer |
| --- | --- |
| Draft status: Ready or Hold; reason | |
| Launch status: Ready or Hold; reason | |
| Final account list and fit review: evidence/date or Unknown | |
| Final audience, chosen mode, criteria, exclusions and expansion: evidence/date or Unknown | |
| Claim permission, accurate and legible creative: evidence/date or Unknown | |
| Ad-account, Page/identity/asset permissions and billing readiness: evidence/date or Unknown | |
| Working destination and exact offer delivery: test/date or Unknown | |
| CRM source capture and response assignment: test/date or Unknown | |
| Media ceiling, review date and response owner agreed: evidence/date or Unknown | |
| Open item → owner → next check → decision enabled | |
| Next action: repair data / validate audience / produce creative / run launch checks / launch / stop | |

Mark **Draft Hold** if account selection, fit reason, buyer problem, offer, provisional audience route, buying roles or a responsible owner is missing. A coherent plan with named owners may be **Draft Ready** while **Launch Hold** remains. Mark **Launch Ready** only after every applicable launch check has passing recorded evidence. A blank, failed or literal **Unknown** launch check means **Launch Hold**. Do not call this planner a record of a live campaign until it contains actual observations.