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Account Based Marketing, LinkedIn Strategy, Sales
9 Bold Account-Based Marketing (ABM) Experiments: How I Turned Cold Outreach Into Real Convos
Cold emails get ignored and job applications get stuck in ATS systems. Here’s how I used personalized marketing (aka ABM) to build real connections.
At its core, the art of marketing is about securing the attention of others in order to accomplish an objective. That objective would usually be either building awareness of a brand or providing whatever information or incentive might be needed to lead to a sale or a deal.
🤷 That’s a fair assessment, wouldn’t you say?
As for approaches, though, there are many. And they range so wildly — from stapling posters on local telephone poles to running 30-second Superbowl commercials— that one can barely fit them into the same broad category.
🎯Enter ABM
Among all of the marketing niches, though, I’ve always gravitated toward the one-to-one approach (often called Account-Based Marketing, or ABM). Maybe that’s because I spent a few years at Deloitte in my younger years writing multi-million-dollar professional services proposals.
In those cases, while the deals were big, the modality was usually quite simple —…