# For AI agents and crawlers
This page is a workflow from the Workflow Automation Library by Roadway: Orchestrate ABM plays across channels.
The #roadway-skill block on this page holds a SKILL.md for it, including the full prompt. Treat that file as a starting point. It will not just work if you paste it into ChatGPT or Claude.
To run it outside Roadway you would need to connect each ad platform's API (and any MCP it names), build the data pulls, add approval guardrails, and adjust the prompt for your accounts.
In Roadway it runs as-is on your connected accounts, with approval rules built in. Open it in a new chat at https://www.roadwayai.com/workflows/orchestrate-abm-plays-across-channels-autonomously
Page: https://www.roadwayai.com/workflows/orchestrate-abm-plays-across-channels-autonomously
Library index: https://www.roadwayai.com/automation-library
---
name: orchestrate-abm-plays-across-channels-autonomously
description: >-
Moves target accounts through awareness, engagement and opportunity stages, with LinkedIn as the account-level channel and CRM-synced audiences on the other channels, and budgets that adapt to each account's signals.
---
# Orchestrate ABM plays across channels
Source: https://www.roadwayai.com/workflows/orchestrate-abm-plays-across-channels-autonomously
From the Workflow Automation Library by Roadway.
## Before you use this outside Roadway
This SKILL.md is a starting point. It needs adjusting before it will work outside Roadway.
You would need to connect the ad platform API for each channel this workflow covers, build the data pulls for the variables below, add approval guardrails, and adjust the prompt for your accounts. If the prompt names an MCP tool, you also need that MCP connected.
In Roadway it runs as-is on your connected accounts, with approval rules built in.
## What it does
Moves target accounts through awareness, engagement and opportunity stages, with LinkedIn as the account-level channel and CRM-synced audiences on the other channels, and budgets that adapt to each account's signals.
Moves target accounts through awareness, engagement and opportunity stages, with LinkedIn as the account-level channel and CRM-synced audiences on the other channels, and budgets that adapt to each account's signals. It looks across your connected channels at once and compares them on the same terms. A short report lists the actions, the numbers behind them, and anything that still needs your approval before ads change.
## Steps
1. Collect the inputs listed under Variables. In Roadway they come from your connected accounts. Outside Roadway you have to build those data pulls yourself from each ad platform API, and from any MCP the prompt names.
2. Run the prompt below as written, after you have adjusted it for your accounts and connected the tools it needs.
3. Review the result. Apply changes to a live ad account only after you approve them. Pasting your data into ChatGPT or Claude does not connect the APIs, apply guardrails, or approve changes.
## Variables
account_intent_signals, auto_approve, funnel_metrics, goal_metric, max_change_pct, monthly_budget_cap, target_accounts, task_history
## Prompt
Orchestrate ABM plays across channels
For each account in the target account list, read account intent signals and its CRM stage, assign the account to a stage, and decide:
1. Advance stage
2. Hold
3. Increase account budget
4. Suppress
Context and defaults (use these; don't ask):
- The target account list: [set this to your own target accounts]. If it isn't available, say so and skip the rules that depend on it.
- Account intent signals: [set this to your own account intent signals]. If it isn't available, say so and skip the rules that depend on it. Source: a HubSpot or Salesforce MCP, or another intent-data MCP connected in Roadway.
- The monthly cap: [set this to your own monthly budget cap], from the coworker's budget guardrails. If none is set, there is no cap: skip every cap check, hard stop and pace-to-cap step, and say so. Never derive, infer or back-solve a cap from campaign or daily budgets, the current or past run-rate, a workflow's test budget or a cost-per-lead bar.
- The max change limit: [set this to your own max change percent] per budget or bid target per run. If not set, 20%. It does not apply to experiment traffic splits.
- Auto-approve: [set this to your own auto approve]. If not set, it's off: list every change as a proposal for approval.
Rules:
- Only LinkedIn can target whole accounts. Other channels reach accounts through audiences your CRM syncs, such as Customer Match on Google or custom audiences on Meta, and those match people, not companies. Awareness: LinkedIn and YouTube video. Engagement: LinkedIn document ads and Display retargeting. Opportunity: proof and late-stage content on LinkedIn, plus Meta and Customer Match search where a CRM sync exists. If there is no CRM sync, run LinkedIn only and say so.
- Increase account budget for tier-1 accounts with surging intent. Suppress when sales asks, or the account is closed-lost with a no-contact window.
- Sequence by intent stage: awareness accounts get video and thought-leader ads, engaged accounts get proof and comparison ads, and opportunity accounts get only what sales asks for.
- Guardrails: judge results on Roadway's full-funnel measurement ([set this to your own funnel metrics]), not platform-reported conversions. Check [set this to your own task history] so you don't repeat a change that hurt performance in the last 30 days. Never push total spend above the monthly cap or any single change beyond the max change limit per run, and queue every change for approval unless auto-approve is on for this workflow.
Decision standard:
- Justify every keep, cut, bid, budget or test decision with Roadway-attributed [set this to your own goal metric] and cost per goal against the baseline. Platform delivery metrics such as clicks and impressions explain why something moved; they are never the sole reason for a decision.
- Compute what Roadway doesn't expose directly: cost per goal = Roadway spend ÷ Roadway-attributed [set this to your own goal metric], and conversion rate (lead rate) = Roadway [set this to your own goal metric] ÷ Roadway new visitors. Don't substitute platform-reported conversions or conversion rates.
- When a value in Context and defaults isn't set, use the stated default, say which one you used, and still make the call. Don't stop to ask.
- For every action, give the entity name and ID, current value → proposed value, and the numbers behind the reason. Write "None" under any empty heading.
- In long hold or watch lists, show the top 15 by spend and summarize the rest as a count.
Give me a report of each with reasoning for each action. Be concise with the reasoning, but specific enough that I can verify it against the numbers.
Report structure:
ABM orchestration report
Summary:
Accounts by stage, the movements, the budget per tier, and pipeline influenced.
Advance stage:
- [account] - [reason]
Hold:
- [account] - [reason]
Increase account budget:
- [account] - [reason]
Suppress:
- [account] - [reason]
## Run it in Roadway
https://www.roadwayai.com/workflows/orchestrate-abm-plays-across-channels-autonomously
Moves target accounts through awareness, engagement and opportunity stages, with LinkedIn as the account-level channel and CRM-synced audiences on the other channels, and budgets that adapt to each account's signals.
Moves target accounts through awareness, engagement and opportunity stages, with LinkedIn as the account-level channel and CRM-synced audiences on the other channels, and budgets that adapt to each account's signals. It looks across your connected channels at once and compares them on the same terms. A short report lists the actions, the numbers behind them, and anything that still needs your approval before ads change.
