#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: winning back closed-lost accounts with a lower-risk offer (34:46) - Lendio: ungated gifting that turned $8K into $300K in pipeline (43:19) - The biggest ABM mistake: relying on tech without sales alignment (44:14) - How to get ABM approved: pitch it as a small pilot Join 50,0000 people who get The Exit Five Newsletter here: https://www.exitfive.com/newsletter Learn more about Exit Five's private marketing community: https://www.exitfive.com/ *** Brought to you by: Optimizely - the AI platform for marketers. Build your own AI agents or pull from a directory of 50+ pre-built ones for marketing use cases. Their new Virtual Teammates can join meetings, complete tasks, support campaigns, and keep your website optimized. Learn more at optimizely.com/exitfive. Webflow: Webflow helps you get discovered in AI search and build fully custom sites without a developer, and its new Webflow Campaigns turns your brand system into on-brand landing pages and ads. Make your website your biggest growth engine in 2027 at webflow.com/exit-five. Zoom Webinars & Events – The virtual event platform built to help B2B marketers run webinars that actually drive pipeline, with branded registration pages, live engagement features, and built-in tools to repurpose sessions into clips and content. Learn more at zoom.com/exitfive. Compound Growth Marketing - A full-funnel demand gen agency helping high-growth cybersecurity and enterprise software companies show up earlier in the buying journey, combining AEO, modern paid advertising, and a dedicated go-to-market engineering team. Podcast listeners get two free media planning sessions to find out what channels are driving the best ROI. Learn more at compoundgrowthmarketing.com/exitfive. Convertiv - A B2B marketing agency that helps enterprise teams build an AI-powered go-to-market strategy, specializing in AEO. Podcast listeners get a free AI search review showing how you stack up against competitors. Learn more at convertiv.com/exitfive. *** Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production. They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more