In Partnership with 42agency

Today’s problem: account selection is too complicated

1:1, 1:Few, 1:Many. Tier your accounts. Follow the pyramid.

Knowing how to select target accounts today is too complicated.

You get lost in the data, tools, advice, and everything downstream suffers:

Sales doesn’t align
Pipeline slows down
Engagement tanks
Your ABM “strategy” becomes activity

And yet through it all, when the dust settles, ABM strategies will still end up overlooking the accounts that are statistically more likely to convert.

That’s the mistake we made — until we didn’t.

And fixing it changed everything.

The secret: churned customers make the best ABM targets

We analyzed our churned customers since COVID and found something surprising:

Higher win rates
Higher ACV
Faster sales cycles
Higher retention once they returned

The accounts we already lost turned out to be our strongest opportunity to win again.

This single insight did something no alignment meeting ever could:

It united Marketing and Sales instantly.

Sales didn’t need convincing. The data made the case.

Why churned customers fix account selection

1. They create instant sales alignment

These accounts come with context:

Known buying committees
Known objections
Known usage patterns
Known friction points

Sales suddenly knows who to reach out to and what to say.

That alone accelerates everything.

2. They produce efficient, high-quality pipeline

Efficiency happens when you stop guessing.

Churned customers aren’t strangers — they’re familiar.

That familiarity leads to:

Faster qualification
Shorter cycles
Better conversion
Higher retention

Which is exactly how we generated:

$2M in pipeline and $1M in revenue in six months.

No new tools. No expanded team.

Just smarter account selection.

3. They eliminate targeting doubt

There’s no ICP workshop or intent data score that beats known history.

You’re not predicting fit — you’re acting on it.

This is why win-back segments outperform net-new in almost every dataset I’ve ever seen.

It’s not magic. It’s just better math.

Account selection is the lever. Win-backs are the shortcut.

If you want a more aligned, efficient, pipeline-generating ABM motion…

Start with the accounts who:

Have context
Have familiarity
Have proven potential

Your best accounts aren’t always new.

Sometimes, they’re the ones who already left.

P.S.

This win-back-first targeting approach is a core part of the ABM Targeting System — the session where we rebuild your targeting logic using the data you already have.

If you’re tired of ABM feeling slow, misaligned, or random… this is where we fix it.

👉 Book your session now

Shoppers are adding to cart for the holidays

Over the next year, Roku predicts that 100% of the streaming audience will see ads. For growth marketers in 2026, CTV will remain an important “safe space” as AI creates widespread disruption in the search and social channels. Plus, easier access to self-serve CTV ad buying tools and targeting options will lead to a surge in locally-targeted streaming campaigns.

Read our guide to find out why growth marketers should make sure CTV is part of their 2026 media mix.

Learn more.