Why ABM beats cold email when selling to a small TAM
Andrew van Rossenberg, co-founder of Nebor, a GTM agency for SaaS and B2B teams, explains how to approach go-to-market when your total addressable market is only a few thousand companies. He covers why cold email alone exhausts a small account list, and how an account-based approach across paid ads, LinkedIn, cold email, partnerships and warm introductions works instead.
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Some of our clients sell into very small markets: venture capital firms, or SaaS built for one narrow niche. For most of them the entire total addressable market is a few thousand companies.
Andrew explains why cold email alone fails in a market that size. You work through the whole account list in a few weeks, and then there is nobody left to reach.
What works instead is a defined account-based approach. You map every account by name and reach the same named accounts through paid ads, LinkedIn outreach, cold email, partnerships and warm introductions, so you get a real shot at each one.
We've worked with clients selling into some very small markets. Think about venture capitals or SaaS built for very specific niches. For most of these companies, their entire total addressable market is maybe a few thousand companies.
So, if your total addressable market is small, your strategy must be adjusted to that. Cold email alone is not going to work because you will burn through your entire account list within a matter of weeks.
What does work is a defined account-based marketing approach. So, mapping every single account in that small list by name, running multi-channel touches, paid advertisements, LinkedIn outreach, cold email, partnership, and warm introductions against those exact same named accounts. When your entire market is just a few thousand companies, this is the most effective way to actually get a real shot at every account instead of burning through the account list without a clear strategy.
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