ABM without enterprise software: the modern process
Andrew van Rossenberg, co-founder of Nebor, a GTM agency for SaaS and B2B teams, walks through the modern account-based marketing process, step by step, without enterprise ABM platforms. He covers ICP definition, TAM mapping, account scoring and tiering, buying committee mapping, signal tracking and multichannel execution, with all activity synced back to the CRM.
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Account-based marketing used to need an enterprise intent platform that cost tens of thousands of euros a year. Those platforms flagged a company as in-market because it researched a topic, even when it wasn't shopping for you.
Andrew walks through how GTM engineering changed that. You map your ICP with firmographics, technographics and fit signals, map your total addressable market, then research, score and tier every account. Next you map the contacts by their role in the buying committee, because a decision maker, a champion and an influencer each need a different approach.
With signal tracking on top (promotions, job changes, funding), outbound, events, content and paid ads all work against the same accounts and report back to your CRM. That puts ABM within reach of small and large companies alike.
A few years ago, running account-based marketing meant you had to use enterprise platforms like 6sense or Demandbase, costing tens or sometimes even hundreds of thousands of euros a year. Something only the bigger companies could really justify, but luckily that has changed, and I'm going to tell you why.
Back in the days, these platforms would tell you a company was in-market based on signals from outside data sources and topics being researched across the web. So for instance, companies researching cloud security could be flagged as in-market to buy, whilst they aren't really necessarily shopping for you. Now, the role of go-to-market engineering has changed modern account-based marketing significantly, and here's what that actually looks like in practice.
So first, you start with mapping out your ICP. You don't just look at standard company information, but you really tap into firmographics, technographics, and account fit signals. Once you've done that, we're going to start mapping out total addressable market. Once the total addressable market is mapped, you're going to do account research and account scoring.
After these accounts are scored, you're going to map them into tier 1, tier 2, and tier 3. After your accounts are being tiered, you're going to start mapping your contacts, because it's very important to understand what their role is within the buying committee.
Is the decision maker, is the champion, or is an influencer? Because every persona requires a very different strategy. Once you mapped out all contacts, we're going to start signal tracking.
Think about promotions, job changes, funding, or any other type of signal that is relevant to the product or service you're selling. Once you mapped your ICP, mapped the TAM, and mapped out all the contacts, we're going to start working towards the true account-based marketing, because this is where all the channels come together.
We have outbound, we have events, we have content, and of course you have paid ads. This all will be back-routed to your CRM system, and this is how modern account-based marketing looks like.
Very accessible for both small and big companies.
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