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Appreciation post: The ABM campaign that finally clicked for me
I was listening to a marketing director from a software company in Austin talk about how they stopped trying to target 200 accounts at once. He said they picked 10, just 10, and spent 3 months building personalized content for each one. It made me think about how we spread ourselves too thin. We closed 2 of those 10 last quarter. Small numbers but big impact. Has anyone else tried narrowing their account list like that?
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the_kevin22d ago
123 accounts in our pipeline, and we closed maybe 4 last year. I tried that narrow approach with 15 accounts after reading a similar case study. We spent 6 weeks making custom case studies for each one. It was a ton of work but we ended up landing 3 of them. The ROI felt way better than the scattergun approach.
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We tried this once and picked 12 accounts. Turned out 4 of them were companies our own sales team forgot we already had bad blood with... oops. The custom content we made for them? Probably landed right in the trash can next to their "we don't do business with you" folder. But the 3 that did work? Yeah those felt like little victories. Guess my scattergun needs a new trigger finger or something.
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