Spent $12k on a targeted ABM campaign that got zero replies

Last month I rolled out this account based marketing push targeting 50 C-suite folks at mid-size SaaS companies in Chicago. Built custom landing pages, sent handwritten notes, the whole thing. Not a single reply. Not even a bounce. My boss keeps asking for updates and I don't know what to say. Anyone else ever put this much into something that just went silent?

3 comments

3 Comments

fisher.adam27d agoProlific Poster

Zero replies" sounds rough but is it really do or die?

finleyf8827d ago

Dude I spent $8k on a similar thing last year targeting 30 HR directors in Austin. I sent them those fancy spiral notebooks with their company logo on it and everything. One guy emailed me back saying "cool notebook" and then ghosted me. My boss was like "what did we learn" and I said "we learned that people like free stuff but not enough to talk to sales people." Honestly I think the whole ABM thing is overhyped unless you already have a relationship with those people. Maybe try calling them first next time instead of going all in on the fancy stuff.

the_thomas17d ago

@finleyf88 you're right, calling first is always cheaper than notebooks nobody asked for.