Cold turkey doesn't cut it

Friday morning I had group conversation with some fellow marketers.

Someone asked the group a question about what everyone is struggling with.

To probably no one’s surprise, a couple of the attendees said creating TOF growth and accelerating TOF pipeline through the sales funnel.

When I was asked if we were experiencing the same issue I paused.

“Not to brag, but not really. We’re actually pacing well ahead of our goals.”

I went on to explain that part of the reason to this success is the type of accounts our GTM org typically focuses on.

Which is any account that we have a pre-existing relationship with.

• Highly sophisticated customers

• Prospects with closed lost opportunities

• Customers who have churned

• Prospects we’ve met at in-person events

One of the other marketers on the call mentioned “it’s incredibly difficult to drive TOF growth going after cold accounts.”

This is the way. That’s as simple as it can get.

Especially when your company is trying to drive new AI product growth.

Cold accounts won’t cut it.

Focusing on pre-existing relationships like the ones mentioned previously will set you up for more success to drive adoption of your new AI product.

I dive into how to do just this in my new guide: How to Support AI Product Launches with an Account-Based GTM Strategy.

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