Automated and Scalable: Account-Based B2B Marketing for Startup Companies

Abstract

Advances in digital marketing strategy have opened the floodgates for forward-thinking marketers to rewrite how modern business-to-business marketing is done from a strategic and tactical aspect. This paper discusses a fundamental shift that has been pervading the business-to-business marketing space, i.e., the adoption of Account-Based Marketing (ABM). ABM bridges the gap between marketing to an individual and marketing to the broader organization in an automated and scalable fashion. Specifically, we aim to provide a practical guide regarding some best ABM practices for startup companies. Startup companies typically look to drive rapid growth in both revenue and number of customers; however, go-to-market resources are often limited. For these companies, automating and scaling an ABM becomes an essential part of their growth. We discuss three data sources valuable for ABM program for startups, and the development of a robust account intelligence program and customized go-to-market campaign. The practice introduced in this paper can serve as a starting point for startup companies that plan to drive rapid revenue growth through a focused account-based strategy.