# How to Build an Account-Based Marketing Plan on a Budget
Most people think Account-Based Marketing (ABM) is only for massive tech firms with six-figure software budgets and dedicated departments. In reality, ABM is simply about being surgical rather than using a shotgun approach—and for an Australian small business, it’s often the most cost-effective way to win those 'whale' clients that change your bottom line.
At Local Marketing Group, we’ve seen Brisbane businesses land massive contracts simply by stopping the generic 'spray and pray' ads and focusing on the 20 companies that actually matter to their growth. This guide will show you how to do exactly that without spending a fortune on fancy platforms.
Prerequisites: What You’ll Need
Before we dive in, make sure you have the following ready:- A clear understanding of your most profitable service. (Don't try to sell everything at once).
- Access to LinkedIn. (A free account works, but Sales Navigator helps if you can swing the monthly fee).
- Google Sheets or Excel. (This will be your 'Command Centre').
- A bit of patience. ABM is a marathon, not a sprint. It’s about building relationships, not just 'flipping a switch'.
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Step 1: Define Your "Ideal Customer Profile" (The Australian Context)
You can't target everyone. If you try to target 'all construction companies in Queensland,' you'll go broke. We need to be specific.
Think about your best current clients. What do they have in common?
- Industry: Are they in mining, high-end retail, or professional services?
- Location: Do they need to be in the Brisbane CBD, or are you looking at the Gold Coast and Sunshine Coast too?
- Size: Are they 10-50 employees? This is usually the 'sweet spot' for SMBs because you can still reach the owner or CEO directly.
- Tech Stack: (Optional) Do they use specific software like Xero or HubSpot?
Step 2: Build Your "Target Account List" (The Top 20)
Now, let's get practical. Open a Google Sheet and create columns for: Company Name, Key Contact, Job Title, and "The Hook" (why they need you right now).
Don't aim for 500 companies. Start with 20.
Where to find them:- LinkedIn: Search by industry and location.
- Industry Associations: Look at the member directories for groups like the Queensland Chamber of Commerce (Business Chamber Queensland).
- Local News: Read the Brisbane Times or The Courier-Mail business sections. Who is winning awards? Who is hiring?
Screenshot Description: Imagine a spreadsheet with headers in bold. Row 1: "ABC Engineering", "John Smith", "Operations Manager", "Opening new warehouse in Pinkenba - likely needs upgraded security systems."
Step 3: Identify the "Buying Committee"
In B2B, one person rarely makes the decision alone. Usually, there’s a Decision Maker (the person who signs the cheque), a Champion (the person who loves your solution), and a Gatekeeper (the person who might say no).
For a budget ABM plan, identify at least two people per company. Usually, this is the Managing Director and a Department Head.
Step 4: Audit Your Digital Presence (The "Sniff Test")
Before you reach out, these people will Google you. They’ll check your LinkedIn profile and your website. If your website looks like it was built in 2005, they won't trust you with a high-value contract.
- Google My Business: Ensure your reviews are recent and you’ve responded to them. (Yes, even the bad ones!).
- Your Website: Ensure your ABN is visible and your contact page works. It sounds basic, but you'd be surprised how often these small things break.
Step 5: Create "High-Value" Content (The Bait)
You aren't going to send a generic brochure. You're going to create something they actually want to read.
Since we're on a budget, use Canva. Create a 2-page "Industry Report" or a "Competitor Comparison."
- Example: "The 2024 State of Cybersecurity for Brisbane Law Firms."
This isn't about you; it's about them. Mention their industry challenges. Mention local Queensland regulations if applicable. This shows you've done your homework.
Step 6: The "Soft" Outreach (LinkedIn Warming)
Do not—I repeat, do not—send a connection request with a sales pitch immediately. This is the "Pitch-Slap," and it’s the fastest way to get blocked.
- Follow the target individual.
- Comment on their last 2 posts. Make the comments meaningful. "Great insight on the new Port of Brisbane developments, John!"
- Do this for a week before sending a connection request.
Step 7: The Personalized Direct Outreach
Now you send the request. Keep it simple: "Hi John, noticed your recent post about the expansion in Eagle Farm. I've put together a short brief on how local firms are handling [Problem X] during growth phases. Thought it might be useful for your team. Cheers, [Your Name]."
Pro Tip from experience: Most people give up after one message. Research shows it takes 6-8 touchpoints to get a meeting. Don't be a pest, but do stay on their radar.Step 8: Use Low-Cost Retargeting Ads
Did you know you can upload your list of 20 companies to LinkedIn and show ads only to them? It’s called "Account Targeting."
Even with a budget of $10 a day, you can ensure that while John is browsing LinkedIn, he sees a helpful tip from your brand. It makes your small business look like a massive industry leader because "they're everywhere."
Step 9: The "Lumpy Mail" Trick (The Secret Weapon)
In a digital world, physical mail stands out. Since you only have 20 targets, spend $15 per person.
Send a physical copy of your industry report in a nice envelope with a handwritten note. Better yet, send something useful—a high-quality notebook or even a bag of locally roasted Brisbane coffee (shout out to the roasters in West End).
It sounds old school, but in the Australian business culture, a personal touch goes a very long way.
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Common Mistakes to Avoid
- Being too 'Salesy' too early: ABM is about education and trust. If you ask for a meeting in the first 30 seconds, you'll lose them.
- Forgetting the Follow-up: This is where 90% of ABM plans fail. If they don't reply to your first email, wait 4 days and send a helpful resource, not a "just checking in" nudge.
- Generic Templates: If your email looks like a template, it’s going in the bin. Mention something specific about their company website or a recent LinkedIn post.
Troubleshooting
"I can't find their email address!" Use tools like Hunter.io or Apollo.io (both have free tiers). If that fails, call the main office and ask for the best person to send a resource regarding [Your Topic] to. Or, stick to LinkedIn InMail. "They aren't active on LinkedIn." This happens a lot in traditional industries like construction or manufacturing. In this case, lean heavier on the "Lumpy Mail" (Step 9) and traditional phone follow-ups. "My ads aren't showing." LinkedIn requires a minimum audience size (usually 300 people). If your list of 20 companies is too small, expand your targeting to include similar job titles in the same industry and region to hit that minimum threshold.---
Next Steps
- Download your target list: Start your Google Sheet today.
- Update your LinkedIn: Spend 30 minutes making your profile look professional.
- Pick your Top 5: Don't even do 20 yet. Pick 5 "Dream Clients" and start Step 6 today.
If this feels like a lot of moving parts, don't worry. ABM is just high-level common sense applied consistently. If you'd like us to help you build out your target list or set up those surgical LinkedIn ads, reach out to the team at Local Marketing Group. We love helping Brisbane businesses punch above their weight.