AI for B2B Contractors for Account-Based Marketing for FMs: Prompts, Workflows, Templates

I recently published an article on Tenfold Business Coaching’s Insights that explores how contractors can use Account-Based Marketing (ABM) to connect with facilities managers, property managers and other decision-makers. In this follow-up piece, I’ll show you exactly how a small business owner can leverage the free version of ChatGPT to turn each step of that ABM approach into actionable tasks. You’ll find ready-to-use prompts, workflows and templates to get started today.

This guide mirrors the structure and headings of the original post to make it easy for you to apply AI-driven insights alongside proven ABM strategies. I’ll summarise each section, explain how to use ChatGPT (free version only) to implement the advice and provide three specific prompts you can copy and paste into the chat interface. Let’s dive in.

What Is Account-Based Marketing (ABM) and Why It Works for Contractors

In the original article, I explained that ABM, or Account-Based Marketing, treats each target account as a distinct market of one, emphasising personalised outreach over broad, generic campaigns. This approach allows marketers and sales teams to focus their resources and efforts on high-value accounts, crafting tailored messages that resonate deeply with the specific needs and challenges of each target. For contractors, implementing ABM involves identifying key decision-makers, such as facilities managers or property managers, within target accounts, and understanding their unique pain points and operational goals. By doing so, you can develop customised messaging and solutions that directly address their particular circumstances, fostering stronger relationships and increasing the likelihood of success. Ultimately, this targeted, personalised strategy helps maximise engagement and conversion rates, leading to more efficient and effective marketing and sales processes.

Step 1: Define Your Ideal Commercial Clients

This step is about profiling the types of clients who bring you profitable, long-term contracts. Think beyond industry:  consider organisation size, project scope and decision-maker roles. Use past success stories to guide your ideal client definition.

How to Use ChatGPT

Use ChatGPT to analyse your existing client base by feeding it anonymised traits. It can help you articulate a detailed ideal client persona. You can then refine that persona into a succinct description for your marketing plan or website.

Example Prompts

1. “I’ve worked most profitably with mid-sized schools needing modular classrooms. Help me draft an ideal client profile for this segment.”
2. “Based on these traits (public hospital, 200-bed capacity, in-house maintenance team), create a client persona I can use in my ABM targeting.”
3. “Summarise the key characteristics of an ideal facilities manager client for a commercial contractor in under 100 words.”

Step 2: Build a Target List of Decision-Makers

Building a focused list of contacts is crucial. In the original article, I urged you to use LinkedIn, industry directories, and your network to compile names, roles, and contact details of facilities managers, property managers, and relevant builders.

How to Use ChatGPT

Ask ChatGPT to generate a structured outreach list template. Provide industry sectors and candidate roles, and ChatGPT will help you format the spreadsheet columns, suggest search keywords and outline where to find public data.

Example Prompts

1. “Create a spreadsheet template with columns for name, role, organisation, LinkedIn URL and notes for my ABM target list.”
2. “Suggest five keywords I can use on LinkedIn to find facilities managers in government projects.”
3. “Outline a simple process to verify contact details for property managers using free online resources.”

Step 3: Research Their Needs and Pain Points

Research plays a crucial role in informing personalised messaging strategies. I recommended that you explore project portfolios, compliance requirements, and operational pressures that are specific to each decision-maker, as understanding these factors in greater detail can significantly enhance the effectiveness of your communication approach.

How to Use ChatGPT

Provide ChatGPT with brief notes on a target’s recent projects or sector challenges. It can summarise pain points and priorities, helping you craft messaging that resonates from the first touchpoint.

Example Prompts

1. “Here are details of ABC Hospital’s recent redevelopment. Summarise three likely pain points for their facilities manager.”
2. “Identify common challenges a strata manager faces in heritage residential properties.”
3. “Based on this tender for a new retail precinct, list key operational pressures the property manager might be under.”

Step 4: Create Personalised Outreach Campaigns

I showed how to craft emails, case studies, and follow-up offers that speak directly to each target’s unique needs and preferences. By doing so, you position yourself not just as a generic contractor but as a strategic partner who truly understands and addresses their specific challenges and goals.

How to Use ChatGPT

Use ChatGPT to draft personalised email templates and follow-up sequences. Input the decision-maker’s name, organisation and key pain point, and it will produce professional, empathetic messages ready to send.

Example Prompts

1. “Write a personalised email to John Smith at Greenfield Aged Care about energy-efficient maintenance solutions.”
2. “Draft a follow-up message offering a free site assessment for a property manager at Eastside Retail Park.”
3. “Create a case study outline showcasing how we improved compliance for a healthcare facilities manager.”

Step 5: Track Engagement and Refine Your Approach

The original post stressed the significance of closely monitoring opens, clicks, and responses in order to effectively adjust your messaging strategies and prioritise the most promising leads for better engagement and conversion.

How to Use ChatGPT

Ask ChatGPT to help you interpret engagement metrics. Describe your email open rate and response rate, and it will suggest next steps or alternative angles to re-engage non-responders.

Example Prompts

1. “My outreach emails have a 20% open rate and 5% response rate. Suggest three strategies to improve engagement.”
2. “Outline a plan to re-engage a facilities manager who has not replied after two personalised emails.”
3. “Given these click-through metrics, recommend how to refine my subject lines for better open rates.”

Step 6: Build Long-Term Commercial Relationships

ABM’s true power lies in its ability to turn one-off contracts into ongoing, mutually beneficial partnerships by maintaining consistent communication, providing value-adding insights, and nurturing long-term relationships.

How to Use ChatGPT

Use ChatGPT to generate ideas for regular touchpoints such as newsletters, sector updates or personalised check-ins. It can draft newsletters or conversation starters that keep you top of mind.

Example Prompts

1. “Draft a quarterly newsletter update for my healthcare clients highlighting maintenance best practices.”
2. “Suggest a personalised check-in message for a property manager we worked with six months ago.”
3. “Create an email template sharing an industry insight and inviting feedback from facilities managers.”

Real-World Example: ABM in Action for a Tier 2 Builder

I shared how a modular build contractor was able to secure multiple school upgrade contracts by carefully tailoring their proposals to meet each school’s specific needs and maintaining consistent follow-ups. Personalisation and persistence proved to be the key factors in their success.

How to Use ChatGPT

Provide ChatGPT with your success story details and ask it to turn them into a compelling case study. It can structure the narrative, highlight results and suggest visuals or quotes.

Example Prompts

1. “Turn this project summary into a case study: three school upgrades, 15% cost savings, zero compliance issues.”
2. “Suggest three pull-out quotes from this client testimonial for use in a proposal.”
3. “Outline a one-page case study layout I can use in a PDF brochure.”

Why Contractors Should Work with a Business Coach to Execute ABM

In closing, partnering with a small business coach turns your ABM efforts into a sustainable growth engine rather than a one-off campaign. With a personalised strategy, ongoing accountability, and industry-specific insights, you’ll refine your messaging, sharpen your outreach, and build genuine relationships with facilities and property managers. As a business coach with a track record in guiding B2B contractors, I’m here to help you measure success at every step and keep your ABM approach on track. Let’s work together to transform your next opportunity into a lasting partnership and drive the consistent growth your business deserves.