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Enterprise ABM vs broad targeting - which actually drives pipeline? | Enterprise Marketing - Opinions Matter

Enterprise ABM vs broad targeting - which actually drives pipeline?

I've been running enterprise campaigns for about 4 years now, mostly in B2B SaaS. Lately I keep seeing this push from leadership to go all in on account based marketing. Heavy personalization, 1:1 campaigns, the whole deal. But I look at our numbers and our broad webinars and email blasts still bring in 60% of our SQLs each quarter, at half the cost per lead. On the flip side, the ABM accounts we do target convert at a higher rate once they hit the sales stage. Like 3 out of 10 ABM leads close vs maybe 1 out of 20 from broad campaigns. So there's a real trade off. My observation is that people in this space pick a side and act like the other is useless. Either "ABM is the only way" or "just spray and pray". I think there's a middle ground based on company size and sales cycle length. What's your experience? Do you split your budget between both approaches or go all in on one?

2 comments

2 Comments

the_anthony3mo ago

Dude this is exactly the debate I have with my own ops team every quarter lol. The way I see it, broad campaigns keep the lights on and ABM is for the fancy steak dinners. We ran a big industry specific webinar series last spring, open to anyone who signs up, and it brought in 40% of our pipeline for the year. Meanwhile our top 10 ABM targets, all 1:1 with custom content and direct mail, only closed 2 out of 10 but those 2 deals were worth more than all the webinar leads combined. So we split our budget 60/40 broad to ABM and it works way better than picking one lane.

sagew503mo ago

Did you catch that Gartner study a few months back where they found ABM accounts only make up about 15% of your total addressable market on average? Those two whale deals sound nice but most teams get burned trying to scale that model too far. Your 60/40 split makes way more sense than tilting all in on either side.