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My ABM pilot blew up because I forgot to check one list before launch
So I ran my first real account based marketing pilot back in March for a mid size software client out of Austin, and it went sideways fast. We built out a target list of 200 accounts, set up the ads, wrote the personalized emails, the whole nine yards. The problem was I pulled half that list from an old database export our sales guy sent me, and I never checked when it was last updated. Turns out about 60 of those contacts had left their companies months ago. We sent personalized outreach to people who didn't even work there anymore, and one guy replied saying he hadn't been at that company since last fall. My client saw the reply and was not happy. We burned two weeks and about $3,500 in ad spend before I caught it. Now I want to know how you all vet your target lists before a campaign goes live. Do you run them through a tool, check with sales first, or something else?
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