Jonas van de Poel
Jonas van de Poel is head of content marketing at Unmuted, an Amsterdam-based growth marketing agency.
For many startups and SMBs, successfully setting up account-based marketing strategies can feel like a pipe dream. Startups still struggling to find product-market fit wouldn’t dream of being able to identify and map out their ideal customer profile (ICP) clearly enough. At the same time, small and midsize businesses often lack the resources to invest in elaborate multitouch-point content marketing strategies.
Smaller businesses and startups usually don’t employ full-fledged marketing teams either, and their sales reps are strapped for time anyway. To them, account-based marketing (ABM) is something reserved for corporations that employ enterprise marketing teams and can fling about big marketing budgets.
This couldn’t be further from the truth, and both startups and SMBs can, and should, invest in ABM strategies. With a handful of smart growth tactics and clever tools, ABM strategies don’t have to break the bank to be successful.
Account-based approaches thrive when you …