Warning: Saw a client's ABM campaign flip from great to garbage in 2 months

I work with a mid-size SaaS company out of Austin, and 6 months ago their ABM strategy was killing it. They were getting 30% reply rates on targeted account emails and landing 3 demos a week from just 50 accounts. Then they swapped their data provider to save $500 a month. Now the firmographics are all wrong, the intent signals are stale by weeks, and their reply rate dropped to 5%. The new provider just isn't catching the same triggers the old one did. They saved money but lost all the momentum. Has anyone else seen a data vendor swap wreck your targeting this fast?

2 comments

2 Comments

simon_sanchez584d ago

Man, I swapped my coffee brand once and felt personally attacked by the difference, so I can only imagine doing it with data. Probably the new vendor's "intent signals" are just an intern refreshing a browser tab every few weeks. Idk, maybe it's just me but I'd rather pay the extra $500 a month than deal with my boss asking why the pipeline looks like a ghost town.

anna5674d agoTop Commenter

dude my buddy made the same mistake with his company's lead gen. they went with a cheaper vendor and the first month was fine, nothing crazy but steady. second month the data started getting weird - like names of people who didn't even work at the companies anymore. third month it was just people from a completely different industry. turns out the vendor was just scraping job boards and calling it intent. his boss literally printed out a pipeline report and asked if they were doing business with robots now. he switched back the next day and ate the extra cost.