Podcast Episode
Episode 11: How to Run Account-Based Marketing Without Expensive ABM Software
About this episode
Account-based marketing has developed a reputation for being expensive, complicated, and only accessible to enterprise companies with massive tech stacks.But that’s not actually true.In this episode of Spark Sessions, Lori Tyler breaks down what account-based marketing really is and why so many B2B marketers have been led to believe they need expensive platforms before they can even get started.Drawing on more than 25 years in B2B marketing and real-world experience helping growth-stage and mid-size companies build practical marketing strategies, Lori explains why ABM is fundamentally a strategy, not a software purchase.In this conversation, Lori walks through:What account-based marketing actually meansWhy ABM works especially well for B2B companies with smaller addressable marketsHow to build a practical target account listThe importance of mapping buying committees and multiple stakeholdersThe three tiers of ABM personalization and how to scale them realisticallyHow to run coordinated ABM campaigns using tools you already haveWhy sales and marketing alignment is critical to ABM successHow to measure account engagement without expensive platformsThe common mistakes companies make when trying to launch ABM programsMost importantly, Lori shows how marketers can run effective ABM programs using the tools they already have, without a six-figure software investment. Because the real power of ABM doesn’t come from software. It comes from clarity, focus, coordination, and relevance.If you’ve been avoiding ABM because it felt too expensive or too complicated, this episode will completely change how you think about it.► Free Guide: 5 Steps to Ladder Up Your Marketing Strategy: https://sparkpointmarketing.pro/pages/free-guide► Get Started with Strategy Academy: https://sparkpointmarketing.pro/products/strategy-academy► Learn More About B2B Marketing: https://sparkpointmarketing.pro/► JOIN OUR COMMUNITY: »YOUTUBE: https://www.youtube.com/@UCLB3jWre6s5UaQWEMwjqaWQ » TIKTOK: https://www.tiktok.com/@sparkpointmarketingpro » INSTAGRAM: https://www.instagram.com/sparkpointmarketingpro/