Enterprise Lead Gen: Hunting Whales, Not Minnows

The Funnel Fallacy

In SMB sales, you cast a wide net (Lead Gen) and filter down. In Enterprise sales, there are only 500 companies in the world that can buy your product. You can’t “filter” them. You must “spear” them.

The ABM Playbook

Account Based Marketing (ABM) flips the funnel.

1. Identify: Pick the top 50 accounts.
2. Expand: Map the 10 decision makers at each account (CEO, CFO, CTO).
3. Engage: Target ONLY those 500 people with ads.

The “Direct Mail” Door Opener

Send a physical package (iPad, expensive coffee kit) to the decision maker. “I’d love to buy you coffee to discuss X.”

Cost: $100. Potential Deal: $100,000.

The math works. Stop spamming LinkedIn inboxes.