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No Size Too Small: ABM for SMBs

by Josh Baez  |  
April 12, 2017
  |  1,617 views

As a small-to-midsize business owner or marketer, you've likely faced the dilemma of not having the same tools as the bigger guys. You may think that they're playing an entirely different ballgame, but that's not necessarily true. They might have more employees, resources, and tools at their disposal, but there is one strategy that every business, big and small, can rely on to make a significant impact on revenue goals: account-based marketing (ABM).

ABM might be thought of as an enterprise-level tactic, and its relevance and impact are more evident in larger corporations, but that doesn't mean an ABM solution, albeit scaled down, can't provide the same kind of results for your SMB.

Ultimately, an ABM strategy, no matter the size of the company adopting it, relies on three things:

  1. ROI
  2. Targeting
  3. Content

If you can clearly define those components, orchestrating an ABM program for your SMB can be as easy as 1-2-3.

ROI


The first component of constructing your ABM strategy is defining how much you're willing to spend to acquire a new customer. There's no golden number here, it all depends on your business and the value of the targets you're marketing to. How much are these new customers worth to you? How much money, time, and energy are you willing to spend to get them on board?

Too often, people think that an ABM strategy has to cost thousands of dollars, but not so. There's no minimum spend requirement in an ABM strategy.

Ultimately, ABM, and business practices in general, all come back to a basic understanding that people respond to people. And the most common, and arguably most effective, tool you have at your disposal is a telephone.


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Josh Baez is marketing coordinator, specializing in digital marketing campaign management, for Heinz Marketing, a B2B marketing and sales acceleration firm that delivers measurable revenue results for clients.

Twitter: @joshthebasil

LinkedIn: Joshua Baez

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  • by Ellie Gee Mon Apr 17, 2017 via web

    I love this! I've always felt that SMBs even have an advantage over enterprises when it comes to ABM, because in a more-or-less direct way, that's how they've had to build their businesses: one relationship at a time. So if this is the case - "the most common, and arguably most effective, tool you have at your disposal is a telephone" - then it's something most small businesses, even very traditional ones, can easily master - or already have.

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