ABM That Works: 4 Marketers Show Their Best Campaigns

#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)

The Ultimate Sales Machine by Chet Holmes, the origin of the “dream 100”: https://www.penguinrandomhouse.com/books/300195/the-ultimate-sales-machine-by-chet-holmes-with-amanda-holmes-foreword-by-michael-gerber-notes-by-jay-conrad-levinson/9781591842156/Capsule, the video platform Snowflake is using to scale personalized intros: https://capsule.video/Claude, used by Recurly and Lendio for account research and briefs: https://claude.aiNotebookLM, used by Lendio to generate the five-minute account podcasts: https://notebooklm.google.comClay, used by Lendio to find and validate addresses: https://www.clay.com

Timestamps (00:00) - Four ABM campaigns that got sales to run them

(03:00) - Only 9% of marketers can prove their ABM is working

(07:37) - Snowflake: personalized CMO video ads that got VP+ meetings at 42% of accounts

(13:59) - Why a real human beats an AI avatar in ABM video

(16:39) - Amsive: a "random acts of ABM" budget and a plan built as you go

(23:06) - How to know when to ease off an account and when to push

(25:28) - Recurly