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

2 Comments

amy_murphy8514d ago

Yeah "targeted spam" is pretty much how everything feels these days, from emails to real life ads.

lisak2614d ago

50 accounts in healthcare with only 2 conversions... that's a rough number. Healthcare moves at a glacial pace though, half those accounts probably weren't even in buying mode when you reached out. ABM gets sold like it's this magic bullet but really it's just targeted spam unless you've got insider timing on their procurement cycle. Those 2 that converted, did they close fast or take 9 months?