What happens when you need to build an ABM strategy from scratch, with no big-budget tools, no marketing team, and a long sales cycle? I took on that challenge and built a scalable ABM engine that transformed digital engagement and pipeline generation.
When I joined this Canadian retail tech startup as Head of Digital Marketing, I was stepping into a scrappy, early-stage environment—no marketing team, no structured strategy, and a fragmented tech stack. Sales relied entirely on the CEO’s personal network, and our tools were a disconnected mess. With no budget for premium ABM platforms, I had to get creative.
I built an account-based marketing (ABM) engine from scratch, focusing on:
Reducing seven scattered tools into HubSpot and free-tier Leadfeeder.
Prioritizing high-value accounts in Canada and the U.S.
Tailoring content to key accounts’ pain points.
Driving organic growth without relying on paid media.
Streamlining workflows and aligning marketing with sales.
Increase in MQLs* within 3 months (from 2 to 10 per month).
*Note: I wouldn't use this metric today, but that was the metrics we had for this business at that time.
LinkedIn engagement surged from ~3% to 14.4%, driving website traffic. Posting consistently, varying the format and sharing relevant content.
ABM infrastructure built for long-term scalability—without expensive tools. A great tool would have helped? Definitely, but that wasn't the moment yet.
My key takeaway?
ABM is about strategy, not tools. Whether scrappy or sophisticated, success lies in targeting the right accounts, personalizing touchpoints, and aligning sales & marketing.
