Marketing: quick reference

You don’t need a new program. Point the programs you already run at the flagged list. Then escalate where it overlaps ABM.

Step 1: add the list to three things you already run

LinkedIn ads (~30 min). Add flagged accounts as a company list to your existing campaign audience. Company lists match far better than contact lists and reach the whole committee, not just the person we named. Include the Page URL.
Webinars and events (per event). Put flagged contacts on the invite list. Your best first ask. A reason to contact a stranger without asking for a demo, and a reason for the rep to call that isn’t “checking in.”
Nurture and newsletter (~1 hr). Sort by jurisdiction first, see below.

Runs on the whole list, in parallel with the rep, live deals included. Not a fallback for accounts nobody wanted.

Step 2: keep the list fresh

One rolling audience, trailing 90 days. Not a fresh weekly upload: LinkedIn won’t serve an ad set under 300 matched members, and ~30 accounts/day won’t clear that in a week.
Refresh weekly minimum, daily if you can push from Clay or the CRM.
Watch the expiry. Contact-list data deleted at 30 days; the audience at 90 if unused or unedited.

Step 3: the escalation worth real effort

Cross the flagged list against the ABM list weekly. Matches escalate the same day, not in a monthly report. Fund it by moving budget out of broad segment campaigns.

A dinner or roundtable in their city. 8–12 peers, no pitch. Most effective, least aggressive-feeling.
One forwardable switching story from their segment, sized so the champion sends it unedited.
Own the comparison: “[competitor] alternatives / vs / pricing” page plus paid search.
Cover every committee role, one audience each, not just the flagged contact.
Executive to executive, written and timed by marketing.
Direct mail or gifting to the committee.
1:1 creative and a named landing page, if deal size justifies it.

Pace it with the rep. Marketing lands first or same day, never a week behind.

Your own customers on the list

Exclude them from every displacement audience and “alternatives” retargeting pool, synced from the CRM. You’d be paying to sell a switch to someone who already bought, at an account CS is trying to steady before a renewal. Send advocacy instead: product news, customer stories, community.

Before you upload email addresses

US: CAN-SPAM, no prior consent needed. Honest sender, physical address, opt-outs in 10 business days.
EU / UK: consent or a documented legitimate-interest assessment on file, plus telling them where you got their data.
Canada: CASL, express or implied consent before the first send.
Verify addresses (bounces under 2%), complaints under 0.3%, separate sending subdomain, one suppression list synced within 48 hours.

Only if you build dedicated campaigns

Creative. Naming the competitor is fine in ads (broad targeting gives no account away). Attacking the vendor they chose is not: they’ll defend the decision. Lead with the pain, one differentiator, small first ask.
Budget: buyers × 3–7 impressions/month × CPM. 200 accounts × 4 buyers × 5 impressions at $50 CPM ≈ $4,000/mo. Under 3/month it doesn’t register. Short on budget? Cut the audience, not the frequency.
Settings: manual CPC at the low end, not Max Delivery. Audience Network off. Frequency capped, creative rotated every 2 weeks. 4–5 ads per campaign. Exclude employees, competitors, junior titles, customers.

Measured on

Coverage inside 7 days (marketing’s version of the 48-hour SLA) · meeting assist rate · cost per engaged account · match rate and audience health. Not CTR, CPL, or MQLs. Coverage weekly, pipeline at 90 days.