🤯 Veracode's ABM Playbook: 86% engagement in 90 days

Discover how Veracode launched a data-driven ABM pilot program, engaging 86% of target accounts in just 90 days. Plus: Ad hit and miss 113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL5d3qgyTW69sMD-6lZ3mzW3Wv-sl1TQncGW7jDgJT6xw9NyN2RxZ7Gv6zWrN86PbNv9_xBHW4ZG5c930642sW7JqHX87SKPQkW7gM9HT4znGqBW2p4m0P79xYWHW454PSX80p6YGW5q9L775TZJrSW7HWV9L5Xmt7JN93T8Pn_cZPGW859mWB1H_lzZW7qC33_43l5TZN6gSL_vs0mSXW5btHHG4wz_B1W6lfgSz4ckzwFVZvfgj2GnhyFN7Qcg2Dj8kqlW27vTcK6qzQX_f5Z74qn04 Hi there, What if I told you there's a way to reach every single one of your target accounts and get 86% engagement on a highly relevant website page? Sounds too good to be true, right? Well, buckle up, because the ABM wizards at Veracode just pulled off this magical feat. In this email, we'll look at their ABM playbook that helped them break into new accounts while also accelerating deals that were already in the pipeline. [In This Email] - How Veracode launched a data-driven ABM pilot program - Add capacity to your team (without adding headcount) - Ad hit and miss of the week 113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL5R3qgyTW7lCdLW6lZ3mxW7r0RRk6b40NcW5mYzS31R_f32W1Fpcn6367rkkW27ycL74bZhz5W3r6G246vpgzQW14QRD898L_qRW55Tq536PjD9xW89X3Sh1SPS81N4PBVGBrznCzW4KscRP4HmxYDW8xyG-91ZbX5NW5MTp9p5ZDbzwW1FFf5p2qz7Y-W7vWtjd2DFjZmW8hxdpC3ffWb7N7KBGH-Z8hXdW2LZfkt7vQsfxVS3FbT8cfjJHW9dLMs94cXQfyW433cBf1DJ_HHW1rsVjj91ykV0W5qMz2g3D_lhHW7hDQ503wn-R_N6Jr9P3J_1ZYf7zpjyP04 [How Veracode Launched](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3l5W7JTNc11V1CCBW59Jymx92nhc8W75zwgc5DwWVCW7ZSzgX2WcF8XW624tSs63K55LW3YgskN8bslBmW1jSQF91zQvjwW2kj0982Nw53JW4Lm4Rh7Z5YMTW7PGBhW324n8hW7BbfKT8qJVSXW1GqVt212TmPhW3ZmsDt498d4SN8cqTbpDtMJrW5Fl67r3TqX6QN15G6X99M0GcW8bKNWv7GtPkYW2Gk2135GsLN8N8p2Qjz2QGW_W2CdV9s6d3PkKN5Nn8nrhlsHnW6PGH4W2NjdwvW57bnkq30Zl__W1hcd9B8Sr82kW5ywvRr2cR150W7qYhmt8ZztkYf1J2MjC04) [A](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3q3W4C5Vx821hBn9W425w5k127RHcN4hhClC3Wr7pMhTpK5tVT7VW56vt6c1k6Rx1W37Vx7_1F5n91W6cVV122J9rbQW7QLsff8KCJhcW8pDtjr4SkD3VW7zbW6D6128lJW1jbJLQ2zqqTQW9gr-GL3Hp0W4Mq3C9qJsMD_W681b247PYx03W92Jl4Y9lGnkxVLYvcr4dMG5hW1fClk37B6wqQW5N413X7262h5W7hC_cd90TN7SW3Y_c1567STXgW2WCZL-57xBYtVscMDt1m7QfhW3bHdjp5QV9_gW7pBvVM2yZphxW4QqgS03-TJqbW7j_VVk1Jrt0Bf7rLZtq04)[Data-Driven ABM Pilot Program](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3mbW1fH5L710DlXVN52-0BppvL6QW1grDlj8JdQx1W3KnSfj6-vsJ6W6Lps7f5qly6YW4GDVhm9gBvqcW2-9VKN21CfVCW6C8SSg6bhqnWW4BFvPP2ZHbNwW2dVnDZ72-FT7W38Kx2f6-cgd2W5jNrtL5sB76CN5vHD1_6zWXlW4qX-Ny85yPWsN13cf5ZY_XbJW3h_xS_4ZPDGhW9hm4-m2BG63TW8DVqY31QS4-CW8YtBy_1cZ_K_W1YG3nv9fJjp_W7TRB088TQ3vZW4t1Sjk51Qj6TW88lyHr1MG8YPN77XtjC4zy3gW2RjfVm6FV6zGW1YqtrT3bC2vcf8DTG9g04) To start, Meg and the team decided they’d work on a cluster of industries based on their current bandwidth and prove impact. So they did an audit of their existing content and tech stack, their current internal resourcing (to make sure they had enough hours in the day), and then finally they narrowed down their target account list to align. Here are the 4 segmentation criteria they looked at when defining their target account list: 113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3lhW8rk7sb977FCgW4n767b9jnvY2W3YrXd_6bHnSdN984QQCPCwLnN2-dFMCnlllNW5ZMm_K6vb_2lN4Lmlp2yRk_cW6cTZw488YLyrW1M7Sm_2zVHtHVSKV2D4Mth0NW1RHgWF7mjYBKW1G59H-96FnqKW5VDpVx1f_6mXW3hz3TZ9lD1ClVPz5Rw2X7rd8N4ytvxQVcp7ZW2mXw_S2Sn-TtW3HjTP-40VDYrW8RwhkS5R2Z1VW2fbhck4H21jFW4K-2bF4-Q7nPW2FRsSR1gKjdHW5JLGvG2NWNqmW1Gv5D79451SDW7trbs21QvjGcW7hCxJw8Ml7yQf4SY-3g04 Next, they began running personalized ABM experiments towards these account segments. For breaking into net new accounts, they ran ads to specific industries and titles through LinkedIn that looked like this: 113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3nXW2m16qj3r1MhJW6cSQkR7V2jf_W6gq19V9m5BPdW2QNwPD5T8ssCW68b8YZ83kdB-VNkTbt1wMPmnW8pnpR51dX5qNW1tfXV74z7M-bW8nBdjz4Bp29fVkxcnV7pdH6qW94FH157NbQgPW5NNt377xPP1MW3BqyS48RXF6DW5qfCs94wjCvqW61KYHm4tWHTwW8WRJ1J7FLY90W9bWf-Q3gLjZMW90CjbJ54RbXnW4W14dn6sDz9SMcpwHrjpxCNW49gkYx5nDMrpW8p_njS1-Xq4dVyp2Cq8Y3nBmW1-6Y6S36pYlBW98cgpR8Wr0CRW4s0Mfl5P83v3dB0VdR04 When a qualified prospect would click on the ad, they'd be taken to a [personalized microsites](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL5R3qgyTW7lCdLW6lZ3m2W7mrrSW4T265fN3506wk1Vkf8N84gtz5cQ_BSW1VMPT47_dfjQW3Rc5J03D_CzHW3l9JXK16LrZJW7V6CT56hpJpcW5zYxHd2R5MP9W6zPBKY6Z3WnwW3NKyFg8TxPF4W5T-_HP3LBRWyW7dGqRr3pPMqPW4Vyqfq11pdsYVn9ZcD5dbjlTN47y352R6y1FW61QDNn4Lzg5yN7HWN27lR7DcN64qHxnDlPl1F3YvPLvrMvGV8dT6Q78DfmBW7VP-p332WMKRW2BRpGN4jSWt4W1cYGxH560Mx9W1CzwqL95Bl1vf7fnJFj04) for each account powered by Mutiny. 113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3mqW7X9Br3441NmmW1M8-TF2qzX85W5sVQ-T1BvCJsW5GWwXk2rsTCGW5jyTRg37JdZ1W6wxKQ51j61ZnW53TJr08XmrlDW5cbmRF1mq9-BVf93F82wmYrhVtkBbB53yTbYVsbkgr1ycNyDW87bg166mt8mgW922Bzx1r0VYvW1m3TDv2X3j3cW4jgsC52fh0fnW2F5YjN74YcWmVvTL9v3YnFh6W1jrMrk4Nj5knW7T3X2K4H6Rr-W19w4xF24ZQvpW4VzS8L8YgkBwW7Q8_F05wrj2CW2P-LzB90gS9ZN58tw7B505NnW3Nzdk423np7FVBknzw8bCV7Hf5kVjzn04 Veracode also does phone and [email outreach](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL6q3qgyTW8wLKSR6lZ3mnW6ZnBM77lnwPbW38N07n8JtmlmW58gzDZ7dHp2DW50ygn86MMrcdW8RnjXz7hTGjgW8QpLK91dPcmGN6NH0PQh4m0lW2FXhkW3cc2wXN5v59_yYGsBGW5R2JJy3m_1sFW7GjTJh59JC1cN3GQfh6WNQVJW2Kwvjr7H1CZKW8HzGQp1k7lvzMHnj3m7hsr4V7gYRZ2JVrG1W6vyVCK2tzvmbW3fvj2W4xHXh1W2Vy1Q347qjx6Vhdtn_4LwxFCW6G6LLM53hlLwW2gND852JgflVW4-fcbV5X_9HfVKd22s1BW64nW7ZGq5L3JCWlCW3YRDTL4Kf-DsN2n1hH6Wrjv0W4Ggvh_8Ty-qBf5ynxS204) for open deals and identified potential new business accounts. If a lead doesn’t answer their outbound calls, the BDR informs them they’ll be emailing them a webpage made just for them. Each email from a BDR includes variables such as the company’s name along with a link to their custom landing page. 113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3lqW4pY29H6t7xBbW77HL6N1dnHF9Mhr7RjRhSyPW3pNXRW3X0VkDW4D5K6q4w40-MW8RLH5y5KDTBlW9lXbXV5p2-y-W4-MQ3D1dNm7HW3D2Phl19_bxtW3WcFW46BFLYsW6L6tjS1w1T35F1XK_jYRQXYW6Vv4-z6QW3dNVSPCpm8DJL7kW5Vys3s7sGSxbW35sdL_2Jqg3dN8JrpG8nz2RzW5hb6N77qLL_CN3Rn5kmsvm8GW4BvsHT6WmByNW6hpsD18k4VHWN5flV86h3C4CW8fsR9016Z-RlW2MXsxZ4k6zL7W7QvMfz3b326KW8Mqs50444djqf7hWZPM04 What were the results? In the first 90 days, Veracode's ABM program: - Reached 100% of their target accounts - Engagement signals from 86% of those accounts - A 100% meeting to opportunity conversion rate These results are insane, but they demonstrate a very important point: ABM programs can deliver results at scale, but you need to make sure that you're giving target accounts a personalized experience all the way through the buying-journey. Not just reaching them, but truly capturing their attention and interest with useful resources. Measuring quality engagements, not just total volume. And lastly, working in lockstep with your sales team to align your outbound ABM motion with their focused relationship building. With an account-based approach this meticulous, even the most skeptical buyers can't resist engaging. [Take a look at Veracode's full ABM playbook](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3p6W3-Lkk-78GxZpVfgYSH41tJQ6W2FPzGl6Xnx9xW8V7gpH7bxP3lW5wYwtv2VzhwqW3rvqwS1Sv3_WW55Tn_d8KnjfCW3tyQdp44Z5P9W1hdgM71fWVzFW5CKNG_7T6rfqW7w7bFK7MLgdNN6wdvF2KpdvkW3Z71l01g18dJW3wfTgW6GlYTGW3tyN8r5_b9-RW1q6tww3csnmcW2XkrtJ29nhVVW8NhvwL9k0c0kV5WmQQ4lHXXjW2b99Mh7V73FTW8-4Cy588jXmgV-Mtlt9lPrNrW67TzDq1d554TW2LjZqf4N1HX_W4w_TmV1WJ0G5W8lpZMt4XDcNKf8CW-Qz04) for more details into what went in to each step. [Get Veracode's ABM Playbook](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3ljN6K-b6qTb9BWW3HR6z_130yYJW5vmVbz2_N27sW772H--1rF12RW58lQQN4MW7K9W7HDJzk8nn7NMW67Hc0k4DZR0cW2nHbs15PS8HQW4kmT6H3BpzNCW1kLWXB1T6fQnW1Ldn7K8CNnRXW5XHv107Xr3bFW8y1GL56L8xC8W6qBM_25WfJnWW12Hlj73KB0CvW5WMjh39fhWHMW5GK4_K3bB3mGW2VX7N68yNPgMVsW1jr21jZHXVpgz0Z4ZZK2CW8L7Zkc3CxktBW8DbFhs3HK3r5W6tRV8X59hzKPW3kPkfH6gXx6pW6CCHNX7z-jxzW7S7fqJ4VdPKDf3_j50x04) [ABM MBA (2)](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL5x3qgyTW6N1vHY6lZ3nmW5HbqpW15HpfLW3WZNYt1gVkmPVws2K36HkZmFW7XyRCP580XBhW6LvkQY1jZmFjW9dMRPr1pjyj_W3fmrPC2hfB9lW6bxCJB2r2P1MW5ZsmNM5tRwGGW1Bdnv-8dw3WmN2L8xQl6-nxtVtcczn1t8jZmW3jfjJ971j1NlN3s1fwKjhZWbVpYHFb4gDJ4wN2LsJWTXM8sqW91r-2M24BfpHW7dtyqY3FYsfCVjMKgv9fFTm1VgPfqX6KhbjkW8WyYBg3JMQGdV7NpGv3h-ykTf1b0ktq04) [ABMMBA_Webinar_Ben-vendr_horizontal (1)](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3kYW8FSfGx2rG-bGW6tRJPh37LRd6W3wWGYm3QkymLW31lYl93zGq4jW74_mCb6xxfCyW1rcNdR2lFLwtW3-H6MC1B4Vy2N8-pJh886q0mW15y_mc1VC0V8W5PMH7x4BRsgZW8q8kJF4Nt0pvN8-Zksr2xVq9W7MxvHZ7tWRQLVdwQvG1ZM3gFW1_CjJP8m8YgnW7sPDJm6Sv2GXW3q6F4N8KQCRSW71D0zH8sLLzWW89ZNL24w3f6nVwWr0Q3TBfqJVPwcMV6fB86mW40V8G327d-s8W1zrzWw1rHksCVxjVgY2vxfk8W37n99f5JYHBlW6smcTY1DSG6Lf8wPHhK04) Ok, this is a really cool ABM MBA episode that you should check out if your marketing team has had successes with partnerships. Ben Staley, Sr Director, Marketing Ops & Promotions at Vendr will show us how to scale your ABM program through partnerships (without needing to add headcount). In this ABM MBA class: - Real partner plays within ABM for enhanced engagement - How to get a big player to want to partner with a smaller company - Lessons learned implementing ABM in a large organization The class is taking place on Wednesday, July 10th at 12PM ET | 9AM PT [Reserve Your Seat](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3p7W7dKR1h3J3jFgW8S90XM1LJwM7ThTw852Pp7PW848qwZ4RfBR9W4lD9Pq8kcL5DW7yGgHP5jytt5W205CfS6fGyxfW1Qqmf12pNqCQVb5c-41XTcRPW3dKJ1l8y7MpfW5zblZl14hXz5W8f2kBD84VQCtW647bcb69TSyzW1hr7n07cSK7mW6F0qFY6y2k0MVJvNMv44CjZKW56YMmt1myZd-VHJPJl54CKBXW2WL4c18_0WBJW3DBZbB7ZGmB8W3-s3sw5JKrX-W9lS-CT6p39YdN8Yz3kYYDtTmW4H0zMs94W94MV-DqXM3bFRXzW7cH-zb8tvYksf7fDM4004) And to sweeten the deal for those who attend live, we'll be giving away some surprise, limited-run items courtesy of our friends at Reachdesk that you're going to want to get your hands on. [See you there](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3mXW1YmGfq4xq6gQW7dM7t-1bH_1fN1YnrLvLyjM_W4ryvMF7tp5lVW81vSn97p-2p7N2-n2P9hX_DvW7jRsNs5ZB168W88s5Lm5PTTnCW6DTrD66BnGpyW3dhD2P8JnmvsW14xS_77N5k4ZN9hg9LWdF5syW82zR1K73dZvnW2L_1sk1Wrly0W3DbK4Z13J5qxW3wRXbH340RBTN83JMgyL4rg9W1sRgTv3y_Gj5W14Y64t1CqBzPMXHtGg5SF_sW4g4j1p8Z5fbtW8hty9j3Srq9cMgyBTJ47V5TW90LgvS3PzmQqM51NLQbMxdJW8n40SS5RH8xlf9j87Ql04)! [surprise-giveaway](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3pSW1s3QT34nQcpyW1mS6JR7SsXlRW8s_fFV8RzLG6N9djyqmYWwv5W4tQsqw6sbFv5W3gN0Q53lvSjsVS9n6q8plhCCW4Dbxl63-91LsW2mgSMK5RkWrdW6DHWQR3Kf-FyW1-g1TM6x9txgW7nKmMW4TVLVVW2cw3Gp6RW0lBW7WCSmd4zbjVMVKpNx2830C4sN6Mpjj73XTvTN59F9HpkPnBvW4RDj196ddwL8W6JkHCy7q0mtHW5ZH-T411Gf8-W1k7DRl8V16PTW3r-4_c1sZrn_W2LK-rh993WBfW7JmF9z1bg8z0W911Tv76Bz_5MW4vmHZG3YDkYzf2bN5fq04) And don't forget that all ABM MBA classes are available to watch on-demand: - [How Snowflake structures their ABM team](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL6q3qgyTW8wLKSR6lZ3pFW1PBLss8_bwx2V3LW7F164WZWW6QnbKH6YkC4fW72cS0k7rtwhmN3yS8sB4FV_JW5DT22b5d_ksmMcQx-Xgm4-jW2LD2fN2tSS2SW4zdnXS7JTg9QW5bH5f46ZkmyvN3JzKqPyGwwbN4qY0VYGHqHcW2ysM9D1MKMPsW8H75t0332mcHW14D8bB3YD6-cW3G1hgd93cnQ9N8xx7B-3Y0VmN6y9SZ5VXMtFW86vRS66Q2v22W4FvNL_1wWsWnW7dx7882x28VlW2ktp4Q2hYB95W5h-Xx285YVWPW6FKHLK18MkHfVrLv-m9dwsMWW9dx6Zz70B04qW93C10r8bq4VfW1ZDJlc3hP3B-f4_SRqH04) - [How Qualtrics scaled ABM microsites across borders](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL6q3qgyTW8wLKSR6lZ3nlW7XXMsd5v886bW703ywf2DHFGLW4JdbgL8cslrkW5NchsW74G728W96mbs077006LW5VhwQp4l59fqW3s3xpN4P8DqHW9kVGf57QVqVhW1klqVJ1XFbrvW1W81Qk80dSXQW3H4nHG91CfcrW3XDpbJ3Bcb0yW3NbN8f1gsCkcW2vFTwd80z9sBW5mPJgS51q0c8W2Wzm823gS0SNW5wX3Kk7mN6pcW6D3wrS72vxDWW36wJ4n1Hhv47W4S_k-477DmHwW8gyCPH2SSYskW4JkgfJ8j6XxqW4nPvhx6Yg8R2N2PSxR0KPqWnN9kn8r-VLDj5W5bsBMn2jr1DQW4lG_734fKJ4FW6816C_2TMLCrf4Sps1F04) - [How 6sense uses their own platform (and Mutiny) to deliver personalized ABM web experiences](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL6q3qgyTW8wLKSR6lZ3pDW3FBX0N4ltPBDVlV6SQ7q5PhzW4VSygv9dHPkZW7zwCth4qf2jhW6LFkNQ4VcTg6W6MgCZP2r5rhLW79wH6S68X4TqN4nCd5sy_fpJV5DmT09h6P-2W1JsJ5Q3BJ2wzW18vJY66xvg8hW7vVX0k1SWJlbN8dl_lhY7sgRV8ss882BB-3cW7Q8Z716cDh8BW8ZSy2T81RTKZVQSYbM5ZVnB0W3zVPbb8WyCGVW2XFNCl4ttKp-VtMMjb1bfm6rN5_7SwgZ-h2BW1h3RlS7X2kxBW3fJpGS6vXPq8W8XjRm11xSHzwW2n3XSz5jFzs8W9gtX2C8gr00hW7H4N8H7wsmrNW6sxxRc1NF_sHf8n5s9204) - [The framework Veracode used to build their ABM pilot program](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3pBW5jCjk587Ky9JW4CrVTB6DSTpxN6gj6YKn3lJPMwLKm3f7pC0W8txlYF3kMgHqW8Lhw8z2sQqC4W4mmjhv6zLc4-W1bhHV67HgDT2W8qvFRt35PtqvW83zlcw3FNYFLW89PB9352T9H2W2TjlBC3wq0ZcVQJwmd8_LM0KN923JQx2HVkRW5kVn5-7lPCQyW7LQTRT5g4-0zVfHtSG5b4xs7W1pB_GV3p9rr_W96ZYQy8x2XDmN8MlBsrXL-sMVlJqHt31gDl0W7jsqnP1TmcPsW21D9G-1RLy3sW5mSwtz6S8YvFW49DvyZ4mN_wHW85sCP41Z9J4ff3S29LF04) - [How Lokalise makes ABM profitable with a low ACV product](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL663qgyTW7Y8-PT6lZ3mkW4P8pMN53BbLFW5KRMfz382YtZVlWqdL7tfZ4_W8k91T42C1CvbN5n0mM9-sXz3W185svc88b1JsW6v1C0t3N7-zCW3gJYvw1KNDmsW3g9xXq6KXjnLW4rLZXp4qhY_pW2GWM2M8MJx6TW1FhcC-1S6vKQW6TwD5M4LyknNW6ZHyLx87JFT0VkTQSm2tRnXHW3JBNyM6-zbfZN7Kf425d_W9vW6KgP543R1r-RW8-fBzc6Gg5LYW4qd_2r7mkp8lW3c0Hqg4fgwMGW20Jr2f30zKv_W4qTx8z8hfZ1jVZDVWQ4hCWWGW4fvMsH3b6w9qW59L3RX8PKD3rf1F8p2C04) We've packed all this and more into our ABM MBA classes. It's like a shortcut for your marketing strategy. [Newsletter Refresh Playbook (1)](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL5x3qgyTW6N1vHY6lZ3nyW9c6mFk524NhfW4w58v530f-r9W1KdlJd23-1j_VKnHRd8dRzF-W7Ryf2b3Dzzv_W1gskbz427JsbW6rXkFR8SkBlrW63zyZ18k77RQW9bztjw1lVGPGW4w7Q1h6kdMmbW1s3_9P7W4YLPW3Rg7Pw6bsl1yW2VmHr43vGgC2N2kG-ZBDS3PSW6cdH6x5j1z84W2Fx7RK7Xb9hdW3pHRKf98MvtGW7hPGSX1vxx8KW56DFs-9klXYCW1jpxlh5jB3KsV8t6-Q5xvFJwW1W0BDC6jWKMbf9cr1cl04) Today we've got an hit and a miss: 🇳🇴 Olso goes against the grain with their tourism ad [Screenshot 2024-06-26 at 5.09.35 PM](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL5R3qgyTW7lCdLW6lZ3pfW5yTnH03ltlPtW56v2Dp1lrLxrW7pJG3594q1stV1hhdd6T_m58N6_wftFdNpzpW7rPtfF4kHKMzW2chgVQ55khFLW9l7VcG4XJFG6W4qzLWM20W5LdW4SPNMn6414P7W5KJcGd7b2_11W3hn-994H9Ml0VygWKb4HB8cxW46Gkmz80BvSBW5PhB461CJM44W3L5T2k78_jdKW31Z8fC2F7wlDW4fbtw36WmTb-W4sJ7ln6ZGkh4W6HrXVT5STf9xW5YpFJ38bw5ZXW6Qn1Bp78GddMN6JwN4-Q0t9GW4ydX9S48_Qk6f7LDx4j04) Most tourism ads tout all the things you can do in that city. So many restaurants! Tons of people! So much culture! But Oslo went the other way—and down-played all it has to offer as a city. Want to queue to get into a cool restaurant? Want to be overwhelmed by choices? Want to feel rushed during your vacation? Don't visit Oslo. And this juxtaposition works really damn well! [Check out the ad here](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL5R3qgyTW7lCdLW6lZ3n9W1PFjLt8_dMCgW8SNYJG38Q8D2W8TnnyZ5KdL0kN7KC9BRgzSm0W1QB2bc6vntjMW92vbX61jMHKFW7VjvHP6gdVFjW1TbpfC5jDJ6cW9gXsk91gy-R8V8Qp904BbqQCW2Y--hV7_pmyYW919wFJ89xsrvV9vGjh8qvjcRW424k4W8S9mVpW2kYLw71JlckdW4PLkW891dtKmW1pccZ17p1lZTW7whxRZ1HN-FhW4h8Ldh3VMKnJW7XLVM-8BjPw-W7myZ5Z9kt6RbW57NN8c51JjwjW3Wyqhn1j44rLW3m6SXh35gNxqdZCWKd04). 🧸 Toys "R" Us fumbles with one of the first full AI mainstream ads [cropped-hero](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL5R3qgyTW7lCdLW6lZ3pMW5zMfM78zRVRWW5_26Y66N16KRW19VvQY8SGB2YW5fPBhM7tJDpfW6B1vf_6ZgxMYW3wvDgr6xyKztW872L155bjV3QW3WxPzQ8VRDmXW8ZrkWY2513LcW8j9S-s27s6KkW4tVQCR4W19RLVXCmYW30n78gW2kHGSn2sq7_WW2htTgS1lByd6W3hmg1q5z9ttgW7KKV0g6lHDLpW288KyK3JBDL9W1SSxm95sBMHRW7w7z5m52sdlsN6FQNdDst3fNW3sfTf11CbXHpW54-27d6sZ2_mN41_syZgbZQtW851YDL99gsSbf3vT6vx04) [This AI ad](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL5x3qgyTW6N1vHY6lZ3lGW5Mvszw6Vd8TnV220823KXtR-W4nFLYl13bW_CW44p3B14d6Gr8N4W4NB7vl47xW4_qcnM8zxhY9W4HLCfQ6Tzrc4VqCQFC5H7lmQW9941fB12nmV6W57dbYJ868bSLW4LmzRK3mv5_QW4L0xBW6D_rP_V19yd6654XTBW7Hyvhn7_FtHvW50LhPW7sbXmDW69z0F82s2WnDW2ys4Xq51TYfqVCm4lY8pMR0yW5lQCSz1m42bQW3cqD636t2yy3N8yw9xs6MC1yW5QNl1t1cPPkqf55qlNl04) from Toys "R" Us is getting absolutely roasted in the comments for feeling "lifeless" and falling into the "uncanny valley". My two cents: it's not a good ad, even if it was made with real actors. The tech isn't quite there yet. I'd also use this as a cautionary tale to mainstream brands thinking about publishing AI content: assume people will know it's created using AI, so act accordingly. If you think your audience will be ok with that, then have at it. But if you don't think they'll react positively, then make it a supporting character, not the lead. Until next time, happy growing. [Stewart Hillhouse](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL5R3qgyTW7lCdLW6lZ3l-VChWyz4CvrdQV4Qz6H6syw8NW2HJKpJ5lFs9NW2qXJxm1SlN3FW5bzbX053YtZhN9d2ZwpsBpxfW5kYVNQ4w_ryfW6qzM3m6glqK3W3llTJY6c9LFbN31p405_cygdW3jbpDx1yLvyNW90842b2DcxpcW3bP7Bl5J0517VMzyS02MNtvkW4GMVhD2JFJkcW84hMq-2R6B8FW8l596p8RPdx1W1t0b6732SjwFMlNFwCkxFnGN7MnqCt39Y_gN5mNnZFhZtR0N4YzNt3Ww7fxW4sjx5r2n_QnVW6PXtGv3qF2kmf68csTH04) Head of Content at Mutiny 🤝 Did a friend forward this email to you? You both have great taste! [Sign up](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL5x3qgyTW6N1vHY6lZ3kFW2BzXZw1t8N_dW38m_833qLcDrW68HSwl8l5-w8W2m14mG7mm1qcN1SrN2WfLmcwW8YBg9073GLP9W7364N48CG4kBW2kHrXF6qr5w3W7v2Y9m1hcgXMW2rTtQS6Lqnm5W2BtDy_7p5ZcwW9gTY2n8-NgK_W8trD_Q3nrMpDW6JM1vk2GkYkxW4wMs0w2pqXc4W4y2H1K8ncWj0W4fYkDw6y3MHfW1F8kh59hBDLWW6rxBrP4Llk6FN7rK1NMqsfB9W5z1_Mq9kbYPFN40F7q7kN4xddBHm1g04) to get this email next week. [what does mutiny do again-min] Mutiny helps B2B marketers generate pipeline & revenue from their target accounts through AI-powered personalized experiences, 1:1 microsites, and account intelligence. Mutiny is trusted by Snowflake, 6sense, and hundreds more of the fastest growing companies in the world. Curious to see how Mutiny can help you hit your pipeline goals? [Meet with a growth specialist to see how](113/cMsZQ04/MVmcZ66zC2HN2QnGkyCmN8vW2gkVcw5gP_GlN8wLL5d3dh8MW69sMD-6lZ3kCW5hq-jR7wZT7YW84Sd801txPGRW5CNr_M8M2YsSW5FSLLG5Gm1SLW50G04d3vR5njW6D6qzk3tXmkBW1T6fp44FC5mgW6JV_9k2kdgJ3W1nTTQ_7BWzt3W3GmzRY9953RFW3P-dbh5jPmd3W10Fhr83hLsjCW1dYxpd4ZB-crW7PMcTf7CC23cN6ndYs7DNhkbW5_RrLH2JlGvSW709Xt63RWc5DW30hfvK57TcVxW9jKjh28L07tcW3Rh9Mm1W5l1-f3PGFNb04). Mutiny HQ, Mission District, San Francisco, California 94110 [Unsubscribe](