Warning: ABM at scale nearly killed our pipeline last quarter

We used to run ABM like everyone else - pick 50 accounts, send some personalized ads, hope for the best. Last quarter I pushed us to scale to 200 accounts using automation tools and it backfired hard. Our conversion rates dropped 40% because the personalization got so generic it felt like spam. The tools we used couldn't keep up with real intent signals for that many targets. Now I'm scaling back to 80 accounts with way more manual research baked into the process. Has anyone else hit a wall trying to scale ABM past 100 accounts?

2 comments

2 Comments

margaretm231mo ago

Isn't it funny how we keep believing that more data and automation will always make things better, when the opposite often happens? I see this same pattern in my own life, like when I tried to automate my grocery list and ended up with ten pounds of random vegetables I didn't need. Sometimes slowing down and using a little common sense beats any fancy system.

blake_bell291mo ago

200 accounts and automation turned my "personalized" outreach into the same boilerplate junk everyone else sends (which is impressive in the worst way).