Launching an account-based marketing (ABM) program can feel impossible for a small team. Enterprise platforms with six-figure contracts make it easy to feel like ABM isn’t built for you. After all, you’re a small, scrappy team just trying to get a foot in the door.
So I was excited to talk with Tristan Pelligrino, Co-founder at Marketers in Demand. He helps B2B tech companies like yours navigate this exact challenge. He knows that you can get big results without a big budget.
The key, according to Tristan, comes down to your offer, not your tools. “If you want your ABM to stand out in the most efficient way possible, and you’re worried about the budget, the best thing to focus on is the offer.” We’ll explore how to do just that.
Why Scrappy ABM Is the Smart Play for Tech Companies
Many B2B tech teams get stuck with costly ABM platforms that eat up time and budget. These tools often slow down growth and introduce unnecessary hurdles.
Smaller teams need a different approach. Scrappy ABM gives you flexibility and speed to focus on high-fit accounts without the overhead. You can test and adapt quickly. Instead of chasing scale too soon, you prove traction on your terms and stay within budget.
Step 1 – Define Your Ideal Account and Segment for Success
Success in ABM starts with knowing who to reach. Specificity is everything.
Use firmographic details like company size, industry, and hiring trends. Layer on behavioral data, such as recent funding or engagement with your content.
As Tristan explains, “It’s really a way to target a very specific segment of your ideal customer profile.” The goal is not to cast a wide net, but to build a repeatable process that finds your next best customers each time.
Step 2 – Build Irresistible, High-Value Offers
Great ABM does not rely on shiny tools. It starts with building offers that matter to your target accounts.
The strongest results always come from what really solves a pain point or saves time. Ask yourself: what would this account actually find valuable enough to respond to?
Custom reports, audits using their data, or a product demo tailored to their workflow all work well. Skip the generic eBook.
When your offer is specific and valuable, conversations happen naturally. That’s how small teams get results quickly without expensive platforms.
Step 3 – Assemble Your Scrappy ABM Tech Stack
With your offers ready, now it’s time to equip your team with the right tools. You do not need a big platform to run ABM. Focus on simple, affordable tools that work together.
A simple stack might include:
- Email outreach and LinkedIn for direct engagement
- Retargeting ads to stay top-of-mind
- A website intelligence tool to track visits
Integrate these with your CRM or database for a clear view of engagement.
Most teams can cover their core ABM needs for $500 to $1,500 per month, enough to run campaigns, test channels, and adjust tools as you grow.
A flexible tech stack lets you swap tools as you go, without long contracts or extra complexity. Scrappy ABM is all about building a system that fits your goals and budget.
Step 4 – Track Early Engagement Signals (and Why They Matter)
Success in ABM is not just about form fills or booked calls. Early engagement signals help you see if accounts are warming up, even before they raise a hand.
You want to look for signs like:
- Ad views
- Website visits
- Email replies
These signals tell you who’s showing interest and who may be ready for outreach. They let you personalize your follow-ups and focus your time on the right accounts.
Clear reporting on these signals helps you prove early traction to leadership. As I mentioned during my conversation with Tristan, “It is nice to go back in…and just see, okay, this account, we very clearly see that they were shown ads for like two to three months before they reached out.”
Step 5 – Test, Measure, and Iterate for Growth
For “Scrappy ABM” to succeed, teams must be willing to test messages and offers and then adjust based on performance. Even small teams can achieve results by meticulously tracking every reply, click, or meeting booked, and using this concrete data to inform and guide future campaigns.
Small wins build confidence and help justify more ABM investment over time. As I often say, “You don’t know necessarily what’s gonna resonate with them. But you just have to try a lot of different things, you know, and you never know what’s going to strike a balance.”
Keep your process simple. Review what worked, learn fast, and keep moving forward.
When to DIY vs. When to Call in the Experts
Some teams can handle ABM on their own, especially if they feel comfortable with marketing automation and data flows. If your needs are clear and your technical skills are solid, you can build and run a scrappy ABM program inside your company.
I often suggest testing ABM with pilots or around events. You can learn what works, then grow your efforts with confidence.
If you hit technical limits or need to scale faster, bring in a team that specializes in scrappy ABM. You’ll get results without buying expensive software.
Essential Points and Next Steps
Scrappy ABM works because it focuses on the fundamentals: finding the right accounts, tracking their engagement, and reaching out at the right time.
Start with a strong offer and precise targeting. Track engagement signals and use them to guide your outreach. Simple processes that adapt based on results beat complex systems every time.
For more on this approach, listen to the full Tech Qualified episode with Tristan Pelligrino.
