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Talked to a 20-year vet at my company last Thursday
She said our ABM campaigns are way too broad now compared to when she started. She told me they used to target like 50 accounts per quarter, not 500. Made me wonder if we're just spraying and praying with all this automation now. Anyone else feel like we lost something when we scaled up?
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ross.felix1mo ago
Honestly just went through this at my last place. We were blasting 300+ accounts a quarter with automated emails and getting maybe 2 meetings. Total waste. Switched back to picking 40 accounts, did actual research on each one, personal emails and calls. Close rate went from like 1% to 15% in three months. Sometimes the old way is just better.
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willow4071mo ago
Does your friend's company actually know who their best customers are? I had a buddy who worked at a software company and they went from 40 accounts a quarter to like 400 using automated outreach. Their close rate dropped so bad they had to bring back the old method. He told me they started calling every single person in the account list to check if they even knew what the product did before sending anything. It was basic blocking and tackling, not some fancy tech. Weird how going back to basics worked better than all that automation.
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simonp471mo ago
Have you tried just calling ten random customers to see if they even remember buying from you?
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