Taking a page of Pierre Herubel’s latest Substack post explaining why ABM has been gaining traction over the past year

“In early 2023, generative AI deleted the last entry barrier to cold emailing
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ABM appears to be the best alternative to standard cold emailing as it allows you to not solely focus on inbound. It’s a great way to focus on quality while still reaching out to potential buyers. With this approach, marketers have less chance to “burn the brand” by sending thousands of emails.”

As an introverted founder and a former trainer, I’ve always leaned in on inbound marketing.

But “build it and they’ll come” does not work at scale. Outbound marketing, cold outreach, influencer marketing, partnerships, and affiliates are needed to scale this system down.

So we’ve been playing around that full circle within different spectrums:

1. Email automation
2. Shared email lists (events/webinars)
3. PPC – remarketing first, uploaded lists after
4. Affiliates not afraid to blast out
5. Influencers and ambassadors

With the evolution of AI in the 2020s, cold email outreach at scale grew exponentially.

Email warm ups, automated sequences, AI-generated briefs based on site URLs or ICP profiles get more sophisticated and look realistic. These get blended and dilute the value of email sequences by MQLs.

And instead of getting stuck with specific definitions of workflows or processes, it’s about the foundational knowledge.

ABM is blending the outreach model based on a gradual warm up process with as much personalization as possible, bringing in value in the process.

Multi-channel outreach through ICP reps within an organization via several channels over a continuous period of time, doubling down on individual and personalized value.

If you’re selling $1K products or $5K services, picture a $50K product or a $500K service you have to close in.

How much more leeway would you and your team have within this framework?

What if you sell 4 products a month after entertaining just 20 leads all month?

That’s a massive value prop with 8 hours per every single lead. Compare that to cold calling 100 numbers daily or sending 50K non-personalized emails.