Getting started in ABM without an expensive tech stack.
Marketer Nick Bennett, explains how to do account-based marketing with limited resources.
Director of Evangelism, Alyce
Maeva CifuentesHost, Founder and CEO of Flying Cat
Maeva Cifuentes speaks with Nick Bennett, Director of Evangelism at B2B gifting company Alyce, about running account-based marketing without fancy technology. Alyce grew its whole business with an ABM approach.
ABM goes by many names, including targeted marketing and outbound. Nick explains that it all comes down to getting to know the person behind each account, both who they are at work and what they enjoy in their “five to nine.” From there, the team works marketing qualified accounts as they get close to buying.
Whether the approach is one to one, one to few or one to many, Nick shows how ABM can scale. He built more than 30 personalized landing pages by himself to close accounts, and he shares how Alyce runs the process today.
“We have a blueprint for every single account. And we know exactly what type of messaging to use.”Nick Bennett, Director of Evangelism at Alyce
What leaders can take from Nick
- 1Know the person behind the account.Personal interests outside work make outreach feel human.
- 2Build a blueprint per account.Clear messaging for every target account keeps the team consistent.
- 3Measure accounts as well as leads.Marketing qualified accounts show buying readiness better than MQLs.
- 4Start scrappy.Personalized landing pages built by hand can close accounts before you buy any tools.
- 5ABM can lower acquisition cost.A focused process wastes less spend on the wrong buyers.
