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My ABM campaign tanked last Friday and I finally figured out why
I had this account based marketing campaign running for 6 weeks targeting 50 accounts in the Midwest. We spent about $4,000 on LinkedIn ads, personalized landing pages, and direct mail kits. Last Friday I checked the numbers and only 2 accounts had even opened the email sequence. Turns out our ICP list was outdated by almost a year. Most of those contacts had left their companies or changed roles. I spent the whole weekend rebuilding the list using ZoomInfo and cross checking with LinkedIn. Now I'm kicking myself for not verifying before launch. Has anyone else had a big campaign fail because of stale contact data? What did you do to fix it?
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ray3243mo ago
It's like buying milk without checking the date first...
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jennyh553mo ago
You said it's like buying milk without checking the date first, and that really hit home for me. I actually read somewhere that people tend to trust things more when they're already familiar with them, even if they haven't looked into the details yet. So @ray324, that milk analogy is spot on because we all grab the carton without really seeing if it's still good.
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