Six Things Stalling Your Account-Based Marketing Strategy, and How to Fix Them

Account-Based Marketing (ABM) has become a storm. Buyers increasingly tolerate irrelevant, inappropriate, and unsettling tactics. ABM offers the promise of adding relevance, differentiation, and value to shopping experiences, creating credibility, trust, marketing efficiency, and more sales.

But despite their best efforts, some marketers are frustrated because they don’t realize

  1. There is friction between sales and marketing

In successful account-based programs, sales and marketing teams work with the buyer to provide a relevant and personalized end-to-end experience for a given set of agreed activities. It requires collaboration in new ways, strong leadership, and training in change management.

Signs of trouble: your teams are not working well together. Your sales team doesn’t want the marketing team to analyze what they write to potential customers. Leads are not being followed sufficiently. Attempts are misaligned.

How to fix it: Effective programs require deliberate strategy, planning, and orchestration between teams. With a shared vision, defined goals, personalized incentives, clear goals, functionality, etc., it makes team members work with ease.

  1. Your goals are not clear or are being misinterpreted

To get the ROI for your efforts, you first need to know what kind of return you expect … and when.

Signs of trouble: Sales managers believe that marketing is not doing enough. Marketers cannot measure the success of their contributions. Marketing does not know where to invest next.

How to fix it: Define your ABM goals with Sales and use the goal-setting process to guide your program design:

  • Looking for a pipeline and need meetings with your account manager?
  • Do you need to contact senior employees through their accounts?
  • Do you need more exposure to your customers’ accounts?

Answering these questions together is critical because a shared vision of sales success ensures that you celebrate your victories and develop programs that will lead to mutual success.

  1. I’m not sure which accounts to focus on

With no lack of activity to do, knowing where to start can be a challenge. Or, even if you have a premise in mind, it can be difficult to get rid of the feeling that your money is on the table by focusing on just a few deals.

Signs of trouble: The most casual way to burn your assets without getting results is to randomly present a wish list of the desired logos and hope that marketing will magically take care of them.

How it can be fixed: Follow the interest … and the money. An ABM strategy requires a focus on accounts that fit the ideal customer profile, have needs that you can meet, and are willing or interested in doing something about it soon.

  1. You cannot reach buyers

The success of your ABM strategy depends a lot on your ability to reach your target audience. Without really understanding whom you are aiming for, he will try to reach you with outdated tactics, a challenge, and a waste of money.

Signs of trouble: You are still looking for simple banners, non-personalized email programs, and general field marketing, which used to work but is now showing signs of fatigue. You are not investing in new ways to reach people and teams in your target audience.

How to fix it: Depending on your target audience, consider tailoring your efforts to reach buyers with intent-based advertising campaigns – focus on the terms and interest categories you can target and focus only on those in your desktop universe. destiny. You can spend more to reach that level of subtlety, but your marketing investment will pay off more, as you will focus more on who is viewing your content and allow this audience to learn more.

  1. Your CRM was structured for the last decade

Many companies that have recently switched to an ABM approach have significant “data debt”. Historical transaction data in your CRM systems focus on opportunities, not accounts.

Signs of trouble: You can’t register accounts because the people who work with them get involved in your marketing. You don’t have a meaningful way to identify purchasing teams or “demand units” from people interested in your solution. Your CRM does not associate affiliates with primary accounts.

How to fix it: Getting a complete picture of a target account is essential for planning an account-centric program. Create this complete image by collecting different division or branch records and consolidating an overview of all liabilities, transactions, and profit/loss in the account. Data service providers like Dun & Bradstreet and DiscoverOrg can help you create these account cards and integrate the real names and titles of potential buyers.

  1. You do not provide relevant and personalized experiences

Perhaps the most common obstacle to ABM strategies is an organization’s ability to use its data to create a personalized experience. Providing your visitors with personalized and contextually relevant content and recommendations leads to more time spent on the site and more conversions. Your data should tell you who is on your site. Knowing whom you are talking to can leave a lasting impression.

Signs of trouble: Many marketers know that personalization is the “Holy Grail” of marketing. They also know that the information needed for this type of individualized relevance is in the data, but the idea of   analyzing it seems like a daunting task. Instead, they opt for a generic website, with inappropriate and potentially irrelevant content and a bad customer experience. This inevitably leads to low engagement and even lower conversions.

How to fix it: Providing relevant and personalized content and advice to your website visitors has never been easier, thanks to the capabilities of analytics mechanisms – based on artificial intelligence and machine learning technologies – and third-party data services.

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It’s time to stop wasting your time and budget and focus on the accounts most likely to convert. To do this, your company’s culture and assistive technology must be central to your ABM strategy.