Just realized our ABM was a total waste after 8 months of effort

I was sitting in a quarterly review last week, looking at our account-based marketing numbers for 8 target accounts, and it hit me - we never actually talked to the decision makers, just sent them generic content. The VP of Sales pointed out that our conversion rate was 0.3% compared to their outbound at 12%, and I felt like an idiot. Has anyone else found out their entire strategy was built on bad assumptions like this?

3 comments

3 Comments

thea_mitchell2021d ago

And Patricia is right about chasing the wrong metric - we were so focused on engagement rates and content downloads that we forgot none of it was actually reaching the people who sign the checks. It took me a while to admit we were just making ourselves feel busy instead of being effective.

patricia31727d ago

Wow that stings. I've been there too, it's rough when you realize you were chasing the wrong metric the whole time.

miles94628d agoTop Commenter

Used to think ABM was the holy grail for B2B, but seeing those numbers side by side changed my mind real quick. 0.3% vs 12% is brutal but honestly kinda refreshing to hear it's not just me who fell for the hype.