Reengage26 — Unsubscribe Audience ABM Test
An experimental paid social ABM test designed to reach ICP-aligned contacts at accounts where known email subscribers had unsubscribed — generating approximately 30 early leads at roughly $150 CPL as a proof of concept.
Early leads (proof of concept)
Cost per lead
Target audience penetration
Challenge
A significant number of high-value accounts were effectively unreachable through email because known contacts had unsubscribed. Rather than treating those accounts as dead ends, the question was whether a compliant, non-email channel could reach other relevant decision-makers at the same companies.
Approach
The strategy targeted ICP-aligned job titles and firmographics at accounts with unsubscribed contacts using LinkedIn Lead Gen Ads — treating this as an account-based play, not an individual-level workaround.
Strategy
- Originated the campaign strategy and positioned it as an ABM workaround for email suppression.
- Partnered with Legal to validate compliance before launch.
- Built the audience approach around unsubscribed accounts with ICP-aligned titles and firmographics.
- Used LinkedIn Lead Gen Ads with Salesforce campaign tracking for measurement.
Execution
- 01Collaborated with Legal, Paid Social, Marketing Ops, and Demand Gen stakeholders to launch the test.
- 02Built LinkedIn audience targeting based on unsubscribed account lists and ICP criteria.
- 03Tracked lead generation, CPL, and audience penetration through Salesforce campaign reporting.
- 04Documented findings to inform future reactivation plays.
Metrics reflect available campaign reporting, attributed pipeline, influenced opportunities, revenue influence, and closed-won reporting tied to each program. Attribution models and scope vary by campaign.