๐๐๐: Why are we not hitting our revenue quota? ๐๐๐ฅ๐๐ฌ: We don't get enough SQLs from marketing. ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ : Letโs 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. ๐๐๐ฅ๐๐ฌ: Sure, here you goโฆ ๐๐ฆ๐ฏ๐ฅ๐ด ๐ข ๐ธ๐ช๐ด๐ฉ-๐ญ๐ช๐ด๐ต ๐ฐ๐ง ๐ฅ๐ณ๐ฆ๐ข๐ฎ ๐ข๐ค๐ค๐ฐ๐ถ๐ฏ๐ต๐ด. ๐๐๐: Whatโs your plan? ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ : Weโll 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. ๐๐๐: Sounds like a plan. Let's do it. ...๐ผ๐ฉ ๐ฉ๐๐ ๐๐ฃ๐ ๐ค๐ ๐ฉ๐๐ ๐ฆ๐ช๐๐ง๐ฉ๐๐ง... ๐๐๐: How did the ABM campaign perform? ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ : 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. ๐๐๐ ๐ญ๐จ ๐ฌ๐๐ฅ๐๐ฌ: So, what's the pipeline status? Are we generating and winning any opportunities? ๐๐๐ฅ๐๐ฌ: No, our outreach gets ignored. ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ ๐ญ๐จ ๐ฌ๐๐ฅ๐๐ฌ: But did you call them? ๐๐๐ฅ๐๐ฌ: Yes, they were either saying they were not interested or they were interested only in the report, not in our product. ๐๐๐ ๐ญ๐จ ๐ฆ๐๐ซ๐ค๐๐ญ๐ข๐ง๐ : So, what's the plan now? How would you justify the investments? ๐๐๐ซ๐ค๐๐ญ๐ข๐ง๐ (๐ ๐จ๐ข๐ง๐ ๐ซ๐๐ ๐๐๐๐): Well, we need to wait... We can't expect immediate results... ๐๐๐ ๐ญ๐จ ๐ฆ๐๐ซ๐ค๐๐ญ๐ข๐ง๐ : Ok, let's stop the campaign. Please, ask for a refund for the software that you've purchased, excluding the time of usage... --- Weโve 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 doesnโt 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 doesnโt 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