Userpilot’s Journey to $900,000 Pipeline & $200k Closed-Won in 135 Days with “Lean ABM”

Upmarket strategy shift: The ultimate playbook with toolstack, creative campaign setup, and unexpected lessons

Inbound took a massive hit in 2024/2025 - algo changes, more AI, cluttered landscape, diminishing returns … June 2024 was a bloodbath - companies lost up to 80% of organic traffic. ABM (Account-Based Marketing) came to the rescue for many of them. But how do you really kick off ABM motion?

Here is how I define GTM Motions in case you are new here

There is so much fluff out there when it comes to ABM:

• B2B infographics camouflaged as ABM

• ABM done as warm outreach, aka social selling

• “We made a $400m pipeline with 7 emails - I am giving it away for free -comment.”

So I avoided this topic for our Substack until I find someone I can really trust who will share the numbers, screenshots and learnings.

Luckily, Emilia Korczynska, VP of Marketing at Userpilot, has been ABM-ing in public on LinkedIn since Q4, so as soon as she had the conversion results in, I asked her if she could share their ABM experience with us.

Dive into LinkedIn ads, messaging, ABM plans, tools, the ROI of campaigns and many oth…