Hi friends - If you’re new here, this month we’re learning all about ABM (account based marketing) from one of the best in the biz - Ms Corrina Owens.

So far she’s covered -

And this week she’ll share some real life examples of ABM plays she’s run that have worked super well…no ad spend required.

Let’s do it.

So once you…

…then it’s time to engage your test accounts. And you might be wondering…

“How do I do that?” 

Some examples include: 

…and the list goes on!

But the best ABM campaigns I’ve ever run didn’t cost a dime in ad spend. They had two things in common - 

During my time at Gong, I piloted a peer-to-peer matching program that allowed late-stage prospects to speak directly with our most loyal customers at a critical point.

A competitor had just acquired another company and could now offer a comparable solution—for free. And not just one year free. Three.

Our enterprise reps were losing deals not because our product didn’t stand out, but because the price tag didn’t stand a chance. It was obvious, to really compete, we needed something different.

This program wasn’t a one-off referral email or cherry-picked testimonial. It was a private, curated space where late-stage prospects could meet directly with real users. And these closed-door conversations were facilitated entirely by marketing.

One of those customers even ended up getting a job offer from the prospect. 

That’s the kind of trust currency you can’t fake.👆

[This community-led bottom-of-funnel play still drives 150% YoY growth.]

Trying to cut through the digital noise in 2025 is like trying to top Beyoncé on the country chart…

You can try, but you're likely not walking off with a Grammy.

That’s why digital alone won’t cut it. And why I always build ABM programs that incorporate in-person experiences.

Last year, I ran a series of executive dinners for a client that was known almost exclusively for their digital presence.

And yet?
→ Post-event demos spiked
→ 85%+ ROI per dinner

Campaigns like these work because they’re rooted in the human experience. They build trust and affinity. 

When we're solely focused on digital mediums, it's much easier to forget those core principles. But that’s the differentiator that most ABM plays are missing.

In our final issue, we’re going to talk about what success actually looks like—how to measure impact, maintain momentum, and know if your ABM motion is working.

P.S. Want to chat about what ABM could look like at your org? Let’s connect.

Want to learn more about how I help startups increase their revenue by 150-590%? 👀

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With love and gratitude,