Neverending mkt roi discussion

𝐂𝐄𝐎: Why are we not hitting our revenue quota? 𝐒𝐚𝐥𝐞𝐬: We don't get enough SQLs from marketing. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: Let’s run ABM together. A lot of folks on LinkedIn claim ABM works. All we need is software to run account-based ads and a list of accounts from sales. 𝐒𝐚𝐥𝐞𝐬: Sure, here you go… 𝘚𝘦𝘯𝘥𝘴 𝘢 𝘸𝘪𝘴𝘩-𝘭𝘪𝘴𝘵 𝘰𝘧 𝘥𝘳𝘦𝘢𝘮 𝘢𝘤𝘤𝘰𝘶𝘯𝘵𝘴. 𝐂𝐄𝐎: What’s your plan? 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: We’ll upload the list to our ABM software and promote the demo page, our upcoming webinars and a white paper. Every account that clicks an ad or downloads the report gets a score, and accounts with sufficient score will be transferred to sales. We'll develop a multichannel cadence, including emails and LinkedIn messages. Ideally, sales will call the leads in the middle of the cadence. 𝐂𝐄𝐎: Sounds like a plan. Let's do it. ...𝘼𝙩 𝙩𝙝𝙚 𝙚𝙣𝙙 𝙤𝙛 𝙩𝙝𝙚 𝙦𝙪𝙖𝙧𝙩𝙚𝙧... 𝐂𝐄𝐎: How did the ABM campaign perform? 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: It works really well. Lots of engaged accounts. There are actually a lot of accounts that hit our lead score and were transferred to sales. 𝐂𝐄𝐎 𝐭𝐨 𝐬𝐚𝐥𝐞𝐬: So, what's the pipeline status? Are we generating and winning any opportunities? 𝐒𝐚𝐥𝐞𝐬: No, our outreach gets ignored. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐭𝐨 𝐬𝐚𝐥𝐞𝐬: But did you call them? 𝐒𝐚𝐥𝐞𝐬: Yes, they were either saying they were not interested or they were interested only in the report, not in our product. 𝐂𝐄𝐎 𝐭𝐨 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: So, what's the plan now? How would you justify the investments? 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 (𝐠𝐨𝐢𝐧𝐠 𝐫𝐞𝐝 𝐟𝐚𝐜𝐞): Well, we need to wait... We can't expect immediate results... 𝐂𝐄𝐎 𝐭𝐨 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠: Ok, let's stop the campaign. Please, ask for a refund for the software that you've purchased, excluding the time of usage... --- We’ve analyzed over a hundred different campaigns and always see the same results. Lots of MQLs, but just a handful of sales opportunities, that are very hard to win. Why doesn’t this work? 1. Marketing to a wish-list of nonqualified accounts that are not aware of our product and have no intent to buy 2. Skip ICP, account qualification, account research, warm-up programs, and jumping into ads and automated outreach 3. Making decisions prematurely about what works and what doesn’t 4. Not doing real 1:1 or 1:few personalization 5. Starting with an expensive tech stack instead of the process 6. Focusing on decision-makers only, instead of the entire buying committee 7. Launching a mass campaign right off the bat Don't look for shortcuts. Companies that excel at #ABM, invest into a robust strategy first. P.S. If you're ready to implement ABM the right way, check out our new Full-Funnel ABM 2.0 course, packaging everything we know about ABM in an easy to consume format, including all the templates, worksheets, guides and examples you need to go from 0 (or 10) to ABM: https://lnkd.in/d92b2jTv