When travelling along your ABM journey, as with any business strategy, there may be some bumps in the road. Let’s take a look at five of the most common:
1. Too many tech tools
There are many technological solutions to automating the once manual and time-consuming elements of Account Based Marketing. However, when there are many different platforms involved that don’t necessarily ‘talk’ to each other, data can become siloed and complex, especially when each platform is handling an individual ABM step. Compatibility and integration can be a major headache as teams revert to manual processes in exporting and moving data across platforms.
What’s needed: Connected data to measure and optimise results, tailored to the unique needs of your B2B organisation.
2. Misalignment of sales and marketing
The goals of marketing and sales can be vastly different, despite best efforts for collaboration. Marketing is traditionally concerned with lead generation and quantitative metrics, whereas sales generally cares about lead conversion and qualitative data.
What’s needed: In order to build a successful ABM campaign sales and marketing goals should be aligned. Both teams should be headed in the same direction and focused on sales insight, target account fit or dovetailing MQLs and SQLs.