ABM for the Rest of Us: Borrowing Big-Brand Tactics for Small Businesses
- Nicole Hamada
- Oct 7
- 3 min read
Updated: Oct 14
One of my favorite parts about marketing is taking what I’ve learned from the big players (aka enterprise campaigns with all the bells and whistles) and translating it into something practical and powerful for small businesses.
Over the years, I’ve led account-based marketing (ABM) programs that have driven millions in influenced revenue. I've worked closely with sales teams to target, engage, and convert high-value accounts. But here’s the thing I realized: you can take those same principles and make it work on a smaller scale. You just need focus, creativity, and clarity.
ABM Isn’t Just for Enterprises.
If you’ve ever heard the term account-based marketing and thought, “That’s just for big companies with big budgets,” you’re not alone. ABM has a reputation for being a high-stakes, enterprise strategy. The kind that involves big tech stacks, long sales cycles, and even longer meetings (jk).
But here’s the truth: ABM isn’t about size – it’s about strategy.
When you strip away the buzzwords, ABM is simply focusing your time and energy on the right people. The customers who are most likely to buy from you, stay loyal, and advocate for your brand.
What Is ABM (Really)?
At its core, ABM is about alignment and personalization. Instead of spreading your message to everyone and hoping it lands somewhere, you zero in on a specific set of high-value prospects and tailor your marketing to them directly.
Think of it as moving from “How can I reach everyone?” to “How can I reach the right ones?”
And even if you’re a one-person marketing team or a small business owner wearing all the hats, you can still apply the same principles to create meaningful, high-impact marketing.
How to Apply ABM Principles Without the Enterprise Price Tag.
Identify your “dream clients”
Make a list of a few businesses or customer types that would make the biggest difference to your bottom line. Focus on quality, not quantity. This becomes your “ideal customer”.
Research them like a pro
You don’t need expensive tools. Just dive into LinkedIn, customer reviews, or industry news to give you insights into their goals, challenges, and values. This is a great area to leverage AI tools!
For example, you could create a prompt like this one below which I tested (thank you ChatGPT!). Yes, it's long, but the more context, the better.
I run a small business called [insert your business name] that offers [describe your product/service briefly]. I want to better understand my ideal customer so I can improve my marketing and messaging. Please research and describe my ideal customer in detail, including:
Customer Overview: A short description of who they are and what they value most.
Demographics: Age, gender, income level, job titles, location(s), and family/life stage.
Psychographics: Motivations, pain points, values, attitudes, personality traits, and goals.
Buying Behaviors: How they make decisions, where they do their research, what influences them (social proof, reviews, brand story, etc.).
Digital Habits: Which platforms they use most (social media, email, search, etc.), and what kind of content captures their attention.
Challenges + Objections: The most common hesitations or barriers they might have before purchasing.
Customer Journey Insight: What typically triggers their need for my product/service, and what journey they take before deciding to buy.
Then, summarize everything into a one-paragraph persona description I can use internally — something like: “Meet [Name], a [job title/role] who values [X] and struggles with [Y]. They’re looking for [Z] and care most about [A, B, and C].”
Personalize your outreach
Skip the generic emails. ABM thrives on relevance and personalization. Craft messages to show that you understand your audience. Reference their pain points, acknowledge their wins, and connect your offer directly to their needs.
Align marketing and sales
Even if that means aligning with yourself! Make sure your brand story, emails, and follow-ups all sound like they’re coming from the same place. Consistency builds trust.
Measure what matters
You don’t need a fancy dashboard. Start by tracking engagement like who’s opening your emails, visiting your site, or booking calls. Use those insights to refine your next move.
Why This Works for Small Businesses.
Personalized marketing isn’t a luxury anymore - it’s an expectation. According to HubSpot,
80% of consumers are more likely to purchase a brand that provides personalized experiences.
When you combine that level of personalization with clear targeting and consistent follow-up, you stop wasting money on “hope-it-works” marketing. You start building relationships that actually convert.
And that’s where small businesses can really shine. Being agile, authentic, and having the ability to connect on a human level.
Ready to See How This Could Work for You?
You don’t need an enterprise-sized budget to make marketing work. You just need a smart, focused approach. If you're interested in learning more, let's connect!
