#411 | Dave and Dasha go live with four B2B marketers to walk through ABM campaigns that sales ran - from account selection to pipeline. Joicee Lu, Account Based Marketing Manager at Snowflake, shares how personalized CMO video ads drove 3.3x engagement over static ads and VP+ meetings at 42% of targeted accounts. Jordan Voskuil, VP of Marketing at Amsive, explains how a “random acts of ABM” budget turned one warm intro into a 12-month, one-to-one play built around a single relationship. Jen Leaver, Senior Director of Demand Gen at Recurly, breaks down her “wake the dead” campaign, which reframed a lower-risk offer for closed-lost accounts and opened 20 new opportunities and $3.3M in pipeline in two quarters. Shawn White, Senior Lifecycle Marketing Manager at Lendio, shows how ungated gifts (custom AirPods plus a five-minute AI-generated podcast) turned $8K in spend into $300K in sourced pipeline and a 30% meeting rate with ice-cold accounts. Shawn also takes home the prize of this live session. All speakers also cover how to tier accounts with sales, why a real human beats an AI avatar, and how to pitch ABM internally as a small pilot. Listen in to this recording of our recent live session.
Show notes:
This live session is brought to you by Vector. Get their report on where ABM programs break down, based on a survey of 200+ marketers: The Reality of ABM Report (https://www.vector.co/guides-and-reports/reality-of-abm-report)
Timestamps
(00:00) - Four ABM campaigns that got sales to run them
(05:11) - Only 9% of marketers can prove their ABM is working
(09:48) - Snowflake: personalized CMO video ads that got VP+ meetings at 42% of accounts
(16:10) - Why a real human beats an AI avatar in ABM video
(18:50) - Amsive: a “random acts of ABM” budget and a plan built as you go
(28:00) - How to know when to ease off an account and when to push
(30:22) - Recurly: winning back closed-lost accounts with a lower-risk offer
(39:40) - Lendio: ungated gifting that turned $8K into $300K in pipeline
(48:13) - The biggest ABM mistake: relying on tech without sales alignment
(49:08) - How to get ABM approved: pitch it as a small pilot
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