I used to think ABM was just rebranded lead gen until I ran a pilot

Last quarter my team ran a 6 week ABM pilot on 50 target accounts while keeping our usual lead gen going on another 50 as a control. By week 4 the ABM group had 3x the meeting rate but half the total volume. I was skeptical at first because it felt like fancy terminology for what we already did, but seeing those accounts move through pipeline faster changed my mind. Has anyone else had that moment where the data made you flip on a strategy you were sure was overhyped?

3 comments

3 Comments

simons2815d ago

Our lead gen director still calls it "fancy lead gen" to this day.

hugo_schmidt14d ago

Five years in and mine still calls it "the internet box." I guess fancy lead gen IS better than no lead gen.

kai_park14d ago

Five years and she's still calling it "the internet box"? That's actually kind of impressive in a sad way.