In this controversial episode, Ryan and Jamie discuss the realities of Account-Based Marketing (ABM) for startups and small businesses. Jamie, with his experience at Cognizant, explains why traditional ABM methods may be out of reach for smaller teams with limited resources. Instead of trying to copy big enterprise ABM strategies, he argues for a simpler, more sustainable approach. They break down the challenges of ABM, the importance of focusing on scalable tactics, and how small businesses can still use account-based targeting without breaking the bank.

Takeaways:

• ABM isn’t always right for small businesses — it’s resource-intensive and often impractical
• If you’re a small team, don’t focus on pure ABM with one-to-one, one-to-few strategies
• Startups can use ABM Lite: a simpler version with fewer resources but the same targeted approach
• Focus on a larger account list to scale your efforts, not a handful of accounts
• Use intent data to build relevant workflows and trigger sales outreach
• Small businesses need to balance intent data with traditional marketing to avoid wasted effort
• Don’t rely on “random” ABM — focus on qualified intent signals to narrow down your target list
• ABM Lite helps you build sustainable pipelines without huge budgets or a dedicated marketing ops team

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