Account-based marketing for a ten-person SaaS company: 150 accounts, not 5,000
Account-based marketing sounds like an enterprise budget line. It is not. It is a discipline: pick the accounts that matter, learn what is happening inside them, and reach the whole buying committee with a message that fits the moment. A ten-person SaaS company can run it. Most do not, and they blast instead.
Picking the accounts
Fit first: industry, size, tech stack, geography, whatever your best customers have in common. Then signal: which of the fit accounts are showing something that means they need you soon. A funding round, a new leader in the department you sell to, job postings for the roles your product supports, an expansion, a competitor's price increase. The overlap of fit and signal is your list. It is small, and that is the point.
Mapping the committee
Nobody buys alone. There is the person who feels the pain, the person who owns the budget, the person who has to implement it, and the person who can veto it. Find all four. Reach the pain owner first, the budget owner second, and make sure the implementer hears from you before the deal gets to them.
The message
"Congratulations on the round" is not a message. "You just hired a VP of Ops and posted three roles in logistics. Companies at that stage usually hit this problem within six months. Here is how two of them handled it." That is a message. It proves you looked, it names the situation, and it offers something useful.
Multi-channel, coordinated
Email to the pain owner. A LinkedIn note to the budget owner. A call to the one who replied. A trade press mention or a podcast appearance that the whole committee might see in the same month. Retargeting so the name shows up again after the first email. It looks like the company is everywhere for that account, because for two weeks it is.
Measuring it
Not opens. Accounts engaged (any contact replied or met), committees covered (how many of the four you reached), meetings by account, pipeline by account. Report it weekly by account, not by email.
- 150 accounts from fit plus signal, not a database export
- Three to five contacts per account, roles mapped
- Message written about their situation, with a real reason for this week
- Email, LinkedIn, calls and retargeting coordinated in one window
- Same-day reply handling
- Weekly report by account: engaged, covered, meetings, pipeline
Where Optuny fits
This is the outbound lane in every program: signal-based account lists, committee mapping, operator-sent multi-channel outreach and a weekly account-level report. Pick the SaaS card and see the play.
We build the list. We do the outreach. You take the meetings. Any industry.
See the play for your company