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 Turns out our ICP list was outdated by almost a year.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?

2 comments

2 Comments

ray3243h ago

It's like buying milk without checking the date first...

jennyh553h 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.