We do not have the resources to work with larger clients and never will. We have no interest in growing our business – Here’s why. We deliver focussed and flexible B2B marketing support to our clients in project driven (high value sales) markets.
The Issue Of Scale
Large clients tend to have large customer bases. To support an ABM process at scale requires automation. If we are to avoid large scale automation we cannot work with larger clients.
The traditional view of ABM is to use technology (data) to deliver the content a decision maker may need at the point they need it. What if there was another way? Put humans in the loop to make decisions rather than technology. Of course, this cannot be done at scale.
In our view, a level of automation is necessary. It’s just large scale automation leads to a lack of real insight into what is happening in the marketplace. Automation, in our humble opinion, leads to data blindness. Like snow blindness, it makes it difficult to see what is right in front of you.
If you have a question or would simply like to find out more about our small scale Account Based Marketing process please get in touch.