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Finally compared ABM to direct email for our SaaS launch
Ran a side by side test for our new analytics tool launch last quarter. ABM got us 12 qualified meetings from 200 targeted accounts. Direct email to a list of 5,000 got us 8 meetings. The ABM leads converted at twice the rate too. Has anyone else seen this big a gap or was our email list just bad?
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oliver_fisher8d ago
but i gotta say your email list probably was the issue here. 5k contacts with only 8 meetings is a really low conversion rate even for cold email, so maybe the targeting or the messaging just missed the mark. abm works better when you're already going after a narrow list of high value accounts, but that doesn't mean email is dead if your list is actually segmented right.
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schmidt.grace8d ago
Yeah exactly, the segmentation piece is huge. People throw around "email is dead" way too fast but if you're blasting 5k random contacts without any real filtering or personalization, of course the numbers are going to look bad. It's more about tightening up the list to like 500 actually relevant people rather than blaming the whole channel.
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