How do we run account-based marketing with a small team?
ABM sounds like an enterprise program. A small team can run it on 50 accounts with tools it already has.
- Is ABM only for big companies?
- Which accounts?
- What does a campaign look like?
Pick 25 to 100 accounts that match your best customers. Map the buying committee for each. Coordinate a few touches across ads, email, LinkedIn and sales calls, with content for each role. Track engagement and pipeline by account, not by lead. Review monthly and swap accounts that show no response after a fair run.
A simple program
| Step | Owner |
|---|---|
| Choose and research accounts | Marketing and sales |
| Targeted ads to the account list | Marketing |
| Personal outreach to key roles | Sales |
| Role-specific content | Marketing |
| Pipeline review by account | Both |
How we look at it at ShoutEx
We set up account lists, targeting and account-level reporting in your CRM. LinkedIn targeting covers reaching roles.
- Hundreds of accounts.
- Marketing alone.
- Lead-level reporting.
- Expensive tools first.
- Short list.
- Sales involved.
- Account-level pipeline.
- Existing tools.
What operators and researchers say
Here is what operators and researchers say.
B2B purchases involve several decision makers.
Read Gartner's research →Community summaries describe recurring themes in public threads, not individual posts. Vendor pages describe vendor claims, so test them on your own calls.
Read next
Go deeper in the ShoutEx guides, or check the sources behind this answer.
We'll set up lists, targeting and reporting.
Book a call →Follow-up questions
Do we need an ABM platform?
Not to start.
How long until results?
Usually a quarter or two.
Who owns ABM?
Marketing and sales together.