
Reaching a broad audience with your marketing is difficult and expensive. For companies with niche products that only appeal to a small, specific audience, it’s wasteful. Account-based marketing (ABM) is the practice of narrowing your marketing efforts to emphasize a short list of key accounts. For many business-to-business (B2B) brands, particularly those selling high-value products, it’s a compelling approach.
But the software products many companies employ to support ABM campaigns can cost thousands of dollars a year. For teams on a budget, that could make ABM feel out of reach.
For businesses that can afford it, ABM software provides useful features for making ABM campaigns more effective and efficient. But it’s more a nice-to-have option than something required to launch an ABM initiative.
Your marketing team can get started with ABM without making a big investment in anything new. In fact, you can craft an ABM strategy around tools you already have access to and may even use every day.

Reaching a broad audience with your marketing is difficult and expensive. For companies with niche products that only appeal to a small, specific audience, it’s wasteful. Account-based marketing (ABM) is the practice of narrowing your marketing efforts to emphasize a short list of key accounts. For many business-to-business (B2B) brands, particularly those selling high-value products, it’s a compelling approach.
But the software products many companies employ to support ABM campaigns can cost thousands of dollars a year. For teams on a budget, that could make ABM feel out of reach.
For businesses that can afford it, ABM software provides useful features for making ABM campaigns more effective and efficient. But it’s more a nice-to-have option than something required to launch an ABM initiative.
Your marketing team can get started with ABM without making a big investment in anything new. In fact, you can craft an ABM strategy around tools you already have access to and may even use every day.

Reaching a broad audience with your marketing is difficult and expensive. For companies with niche products that only appeal to a small, specific audience, it’s wasteful. Account-based marketing (ABM) is the practice of narrowing your marketing efforts to emphasize a short list of key accounts. For many business-to-business (B2B) brands, particularly those selling high-value products, it’s a compelling approach.
But the software products many companies employ to support ABM campaigns can cost thousands of dollars a year. For teams on a budget, that could make ABM feel out of reach.
For businesses that can afford it, ABM software provides useful features for making ABM campaigns more effective and efficient. But it’s more a nice-to-have option than something required to launch an ABM initiative.
Your marketing team can get started with ABM without making a big investment in anything new. In fact, you can craft an ABM strategy around tools you already have access to and may even use every day.
