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

For the last 2 years I was all in on lead gen, running tons of webinars and gated content. But after a Q1 review last March, our CEO pointed out that 80% of our closed won deals came from just 15 accounts. That got me looking at ABM more seriously. I started targeting specific accounts at a few Fortune 500 companies with personalized content and direct outreach from our sales team. The difference was huge - we closed 3 deals worth about $120k total in the next 6 months, whereas lead gen was barely covering our ad spend. Now I'm wondering if anyone else here made the jump and what tools you use for tracking account engagement?

2 comments

2 Comments

morgan_ramirez22d ago

My 12 person startup saw ABM slash our sales cycle from 90 days to 30 by focusing on IT directors at 5 companies.

nina_jenkins22d ago

Wait, was that 5 total companies across the whole sales cycle? Like, you only reached out to IT directors at 5 different companies and closed them in 30 days? I'm trying to picture how that works with a 12 person team, because you'd have to know those 5 companies pretty well ahead of time. Like, did you already have warm intros to their IT directors, or was this cold outreach that just worked really fast?