ABM, Simplified

Account-Based Marketing (ABM) is often seen as enterprise-only—expensive, complex, and tech-heavy. But it doesn’t have to be. Growth-stage teams can run lean, effective ABM programs by focusing on strategy over software.

Here’s how to make ABM work for you.

Step 1: Target the Right Accounts

Start small. Select 5–10 accounts that match your Ideal Customer Profile (ICP). Use firmographics, technographics, and intent data to prioritize.

Tip: Less is more. Smaller lists allow for higher personalization and better conversion.

Step 2: Personalize Your Messaging

Map each account's pain points. Build content that speaks directly to their business challenges and goals.

Examples:

• Custom email sequences

• Personalized LinkedIn messages

• Relevant case studies

Tip: Use templates to scale personalization without losing relevance.

Step 3: Execute Multi-Channel Outreach

ABM works best when you engage accounts across channels. Combine:

• Email

• LinkedIn

• Retargeting ads

• Virtual events or webinars

Tip: Maintain consistent messaging across all touchpoints.

Step 4: Align with Sales

Sales must be involved. Share intel, align on messaging, and plan follow-ups together.

Tools:

• Shared dashboards

• Weekly syncs

• Enablement content (battlecards, scripts)

Step 5: Measure What Matters

Track engagement per account:

• Email replies

• Meeting booked

• Pipeline generated

Tip: Focus on quality of engagement, not volume.

Conclusion: Start Small, Win Big

ABM isn't reserved for Fortune 500s. With clear targets, sharp messaging, and aligned execution, growth-stage teams can run ABM programs that drive real pipeline.

At PlusFigaro, we help B2B teams build focused, scalable ABM strategies—without the fluff.

Want to launch your first ABM campaign? Let’s build it together.