Episode 23
Why Your B2B Ads Are Wasting Budget on the Wrong Accounts (ABM Masterclass)
Daniel Macià
Founder, Astrad
The conversation
Milan Savov talks with Daniel Macià, founder of the programmatic ABM platform Astrad, about why B2B ads so often reach the wrong accounts. Daniel explains that CTR and CPC are incomplete B2C metrics: post-impression website visits are on average 300% higher than clicks, so most engaged prospects never show up in standard reports. Real ABM starts with a hand-picked, three-tier account list, with only 10 to 20 tier-one accounts, agreed by sales and leadership.
He covers why premium, brand-safe publishers and richer formats like video, audio and connected TV matter, and how to evaluate an ABM partner on transparency, brand safety and the accuracy of its account data. His core advice for growth: make it human and build relationships with accounts, not just campaigns.
What came up
Why most B2B companies have a relevance problem, not a traffic problem
Why applying B2C advertising logic to B2B fails
The frustrations Daniel keeps seeing in B2B ad campaigns
Post-impression attribution: the metric most teams are ignoring
Which metrics are creating false confidence for marketing teams
What Daniel would stop reporting if he were a CRO
Why founders and CMOs still try to market to everyone
What a logically built target account list actually requires
Why static banners are not enough for complex B2B solutions
The real cost of a poorly set-up ABM campaign
The three-tier account targeting framework
How to choose your tier-one accounts
How to qualify an ABM partner before you sign
The three pillars: data quality, transparency, and brand safety
Early signals that tell you a campaign is on track
A real client example: 3,000% return on investment
How AI is changing account-based marketing
A strategy Daniel was convinced would work that completely failed
The most expensive lesson from seven years of building Astrad
What growth means and advice for new leaders
About the guest
Daniel Macià
Founder of Astrad, a programmatic advertising platform for B2B account-based marketing, with more than seven years of building and running ABM campaigns.
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