Top 7 Account-Based Marketing Challenges and How to Solve Them

Account Based Marketing (ABM) is a new and popular B2B strategy. It is designed to deliver highly personalized content to high-value accounts. According to the ITSMA reports, “80% of B2B Marketers globally say ABM strategy outperforms all other marketing tactics.”The reason being the fact that it flips the funnel to treat each customer as a market of one. But as effective it might sound, there are many challenges that marketers face with it. Read the article till the end to know the common challenges of ABM marketing and how you can overcome them.

1. Alignment of Sales and Marketing team  

Challenge 

The misalignment of the sales and marketing team can cause many problems such as it becomes hard to measure the contribution of each department. The focus of the sales team is to close deals and generate revenue whereas the marketing team is focused on MQLs and generating demand. Therefore, both teams need to be aware of both sides and the joint impact that they can create.

How to overcome it? 

Prior to the beginning of the ABM marketing activities, both sales and marketing teams should come together and decide their goals. KPIs and metrics should be understood carefully by both teams. Sharing insights and strategizing accordingly is important for effective ABM campaign results.

2. Identifying target accounts

Challenge 

One of the main challenges of Account Based Marketing (ABM) is to identify the right prospects or accounts. ABM platform will only work effectively for you when you focus on the right accounts. However, identifying the right accounts is difficult and you need a manageable and scalable process to do so.

How to overcome it? 

To pick out the best fit accounts you can have a look at the pool of your inbound leads. By focusing at the top level of Inbound you can make sure that you are focusing and nurturing the right fit accounts.

You can also start with the potential prospects which are sales sourced or are based on recently closed deals. With this list of accounts, you can use technology and data analysis to identify and expand account information. Also, make sure that you double-check the selected accounts with your team before proceeding.

3. Knowing the right content to deliver

Challenge 

One of the most intricate tasks is to capture the attention of the right prospects. Identifying and knowing what content can keep an account engaged and hold their attention is difficult. To produce content to keep the attention of the prospect throughout the buying journey is vital.

How to overcome it? 

These days people only pay attention to the content that is relevant to them. For retaining attention and increasing visibility you must know what content to serve. You should be able to deliver content experiences that are unique and personalized.

This can be done by knowing who the visitor is and then interacting and recommending a distinctive content experience. You can create a range of personalized content for different accounts at different buying stages. By this method, you will be able to deliver distinctive content based on what the visitor is looking for and where they are from.

4. Creating an account focused website experience

Challenge 

A company’s website speaks volumes about what you can expect from it. By delivering a high-quality and relevant website experience you can get better engagement. But creating an account-focused website experience is a bit of a challenge.

How to overcome it? 

You can do this by simply looking at the type of content on your website which gets the maximum engagement. You can also test and measure varieties of content for knowing what content can get you the best results.

Even creating different types of posts such as personalized videos and images can help. Based on the individual buyer’s journey you can personalize and position the CTA accordingly.

5. Making a scalable strategy

Challenge 

Scaling the aspects of Account Based Marketing solutions (ABM) is difficult. You can consider the unique account engagement and people’s judgments and based on that you can scale your strategy.

How to overcome it? 

You must try to identify the best technology that can help you scale the right accounts. Try to create processes to scale and measure the results of your ABM campaign.

6. Providing personalized customer experience

Challenge 

The main aim of Account Based Marketing technology (ABM) is to deliver personalized and relevant content to potential customers. B2B marketers constantly have to find a way to connect with their customers.

How to overcome it? 

You can connect with potential customers by delivering personalized and relevant content. The key is to create compelling and distinctive content that focuses on an individual’s pain point. You must put your service in light by referring to it as a solution to their problem. Better the experience you provide, the more will be the chances of securing a deal.

7. Identifying and connecting with the decision-makers

Challenge 

Earlier the sales and marketing team used to focus on quantity rather than quality. They used to send bulk messages and emails to a wide array of contacts. However, in this digital era, people have very little time and many choices. Now, people focus more on the things that are of their personal or professional benefit.

An important fact here is that the sales and marketing teams need to identify and reach out to key the decision-makers. Instead of focusing on the quantity they should focus on the quality of the leads and build more value-based relationships. Nonetheless, it isn’t as easy as it might sound.

How to overcome it? 

Identifying the key decision-makers within the target accounts is a task. For doing this you must do some research and data analysis. Keep in mind that the decision would be taken by an actual person, not by an account. So, you must know the contacts connected to the accounts and see if they are a part of the decision-making unit.

You can learn more about your account contacts by researching the multiple touchpoints. Have a look at the buying committee of different businesses through social media. Know about their interests and what they like more through their social networks. This can help you to deliver the best experiences and build more solid relationships with accounts.

Conclusion 

Account based marketing (ABM) can be very effective if done correctly. However, there are many challenges in delivering highly personalized content to high-value accounts. To create processes and identify the right technology to perform ABM campaigns and scale it is tough. Nonetheless, these issues can be overcome by repetitive ABM processes and through certain steps. Go through the article above to know more about the common challenges of ABM technology and how you can overcome them.

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