> Older clients I work with in large industries don’t trust or click on any of it, and their company blue coat filters stop you if you accidentally do.
A small but significant proportion do click on any of it.
A small but significant proportion do click on any of it.
Anything that involves clicks (display, search, social) are typically not the most effective advertising tactics when your buying decision makers number so few, but that doesn't rule out other advertising activities.
Ads are a distraction. It's the seemingly easy way out but there's no way out of selling early stage.
End of the day, the salesman and his relationships closed it. The marketing consultant made a lot of cash though.
That said, ABM is increasingly popular for businesses where it makes sense. Why waste time and money filling the marketing funnel when you can identify preferred customers and invest in building a relationship with them.