Real ABM plays that work - zero ad spend required
The most successful ABM plays have two things in common - the voice of your customer and IRL experiences.
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.
Real ABM plays that work - zero ad spend required
So once you…
Pick out your 50-100 test accounts
Build your initial hypothesis
Identify your control group
…then it’s time to engage your test accounts. And you might be wondering…
“How do I do that?”
Some examples include:
Running paid ads exclusively to specific people at the test companies
Targeted outreach possibly directing them to a personalized landing page
Direct mail to key stakeholders
Personalized invites to curated executive dinners
…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 -
They leveraged the customer’s voice (your best seller)
They incorporate in-person experiences (not solely digital)
Your best sellers are your customers - use them
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.]
Go beyond digital marketing with in person experiences
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
Why these work
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.
With love and gratitude -
If you want to learn more about working with me directly…
For B2B startups I serve as a Fractional GTM executive or advisor. Learn more about-
When you’re ready, let’s connect to discuss your specific growth goals and challenges.
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