c/enterprise-marketing

Just found out our email open rates were inflated by 40% due to bot clicks...

Ran a report last month for a big client presentation and noticed something off in our Mailchimp data. Turns out Apple's privacy updates and Microsoft's link scanners were counting as opens. Had to switch to click-to-open rates and now I'm redoing our whole Q4 benchmark. Anyone else find their old KPIs are basically useless now?

2 comments

craig.sage•14d ago

Serious question, does enterprise ABM actually work or is it just a buzzword?

I spent 6 months running an ABM campaign for a SaaS client targeting 50 specific accounts in the healthcare sector. We used personalized content and direct outreach, and after all that effort, only 2 accounts converted. I'm wondering if I'm doing it wrong or if the whole approach is overhyped for enterprise sales cycles that drag on for a year. Has anyone else seen real ROI from ABM at scale?

2 comments

the_fiona•15d ago

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?

c/enterprise-marketing

Just found out our email open rates were inflated by 40% due to bot clicks...

Serious question, does enterprise ABM actually work or is it just a buzzword?

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

Spent 2 years chasing MQL volume before a VP at a SaaS company in Austin pointed out my lead scoring was backwards

Walked into a pitch meeting at a healthcare SaaS firm in Chicago expecting clueless buyers, but their VP of IT asked me about our data architecture within 5 minutes.

Hot take: ABM content used to be way too salesy for me

Had to choose between a fancy ABM platform and a spreadsheet for our Q4 campaign

Rant: I used to chase every MQL like it was gold now I ignore half of them

Hit 500,000 email opens in one campaign and almost fell out of my chair

PSA: We hit 10,000 trial signups target in half the time we planned for our B2B tool

I finally switched from lead gen to account based marketing for our SaaS product

The day I stopped arguing about ABM targeting criteria

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

That VP of Marketing in Chicago told me to ditch gated content

I noticed our email open rates tanked after we switched platforms at work

Heard a VP call our ABM program 'just a fancy contact list'

I thought ABM was just a buzzword until we landed a deal with a Fortune 500 company

Our big webinar for a tech firm in Chicago crashed because we sent the link too early

TIL a $300 LinkedIn Learning subscription saved our whole lead gen plan

I used to think a good enterprise pitch was just a slick slide deck

Just spent $500 on a niche industry report and it saved my Q4 planning

Our big account-based marketing push for Q3 just fell flat

PSA: I keep seeing B2B case studies that are just a boring list of features

My boss told me to cut our content team from 5 people to 2 to save money

Showerthought: I was convinced ABM was just a buzzword until a sales rep quoted a client verbatim from our content.