How to avoid expensive ABM tech

“We need to buy ABM tech.”

This is the wrong idea to have when wanting to get started with an account-based strategy.

And the worst mistake you could make!

I’m here to tell you that you can strategize and execute on your account-based strategy with the tech stack you already own.

Here’s 3 ways how:

1. Custom landing pages using your MAP: With marketing automation platforms you have the ability to create a personalized experience. Whether it’s HubSpot, Marketo or Pardot, you’re able to add personalized tokens or you can create individual landing pages for your 1:1 or 1:few account-based strategies.

2. Email automation: The inbox still works, folks. Newsletters are absolutely HOT right now. Again, whether it’s a 1:1 or 1:few strategy, you can leverage the email automation tools in your MAP to send targeted, personalized content to your target accounts and key stakeholders directly to their inbox.

3. LinkedIn ads: The great thing about LinkedIn is you don’t have to pay to utilize their ad platform. While you do need to budget for running ads, it pales in comparison still to purchasing ABM tech to do the same thing.
   
   Most MAPs will allow you to sync your account lists over to LinkedIn or you can simply upload a CSV into the system. From there, you can simply target your accounts and key stakeholders with personalized messaging and content.

There is certainly a time and place for purchasing ABM tech. But not when you’re just getting started. Otherwise you’re going to set yourself up for failure.

Beginning with an account-based strategy is all about the strategy, alignment with sales, and executing using owned channels and measuring success.

Once you feel like you’re driving repeatable success and ready to scale across multiple sales teams, is when you can start entertaining additional tech.

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How I can help your ABM strategy

1. Account selection consultation: need help figuring out which accounts to choose for your ABM strategy? How many to select?

2. Channel selection and setup consultation: Need help selecting which channels to use for your strategy? Or how to set them up for personalization and targeting?

3. Industry GTM strategy: Trying to verticalize your product but don’t know where to start? Which industry to select?

Consultation sessions are 30 or 60 minutes long on Friday’s. Please fill out the form below and I will be in touch shortly!