“Book a Meeting” Isn’t an Offer

Hi ,

Let’s address the elephant in the room: most account-based marketing offers simply don’t convert. 

In the rush to hit targets, too many teams skip straight to “book a meeting”, offering little more than a calendar invite and a sales pitch. 

The result? Uninspired prospects, lacklustre reply rates, and wasted pipeline potential.

It’s not because buyers are disengaged - most folks have challenges they’d love to be solved. 

It’s because the offer isn’t right for the moment—or the person. In 2025, with inboxes full of generic asks, your offer is your brand’s first (and sometimes only) chance to prove you understand what matters.

That’s why, this week, we’re zeroing in on what separates an “ignore” from a “hell yeah” campaign offer. 

We’ll show you the framework I’ve seen work time and again for high-converting ABM offers: how to match value, engagement level, and ask. 

You’ll get real-world examples (the wins and the faceplants), a practical calibration matrix, and tactics you can apply immediately.

Because the only thing worse than being ignored is being remembered for the wrong reason. Let’s make sure your next offer opens doors—not closes them.

Crafting ABM Offers That Actually Convert

Weekly quote to ponder

Resources too good to miss!

This week’s featured podcast is Lenny’s Podcast: Tactics from OpenAI & Stripes first marketer.

What if your biggest growth unlock wasn’t a tactic—but a mindset shift?

In this episode, Krithika Shankarraman, the first marketing hire at both OpenAI and Stripe, reveals how truly breakthrough marketing isn’t about playbooks—it’s about diagnosis. From ChatGPT’s record-breaking rise to Stripe’s developer-first growth, Krithika unpacks how marketing leaders can stop chasing trends and start designing strategy that fits their unique context.

Drawing from her experience across Retool, Dropbox, and Google, she shares a four-part framework that flips the script on typical growth advice—starting with listening deeply to your users and ending with ruthless experimentation.

You’ll learn how to:

• Diagnose what’s actually holding back your funnel (it’s not always top-of-funnel)

• Create marketing artifacts that don’t just drive awareness—but behavior

• Align product, marketing, and sales by operating like one team from day one

Whether you’re a founder craving traction or a product leader wanting to unlock real engagement, this episode with Krithika is your blueprint for growth in the AI era—and beyond.

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