Account Based Marketing (ABM) is a new and popular B2B marketing strategy for lead generation. High-value accounts are targeted with highly personalized content as part of ABM’s strategy. According to the ITSMA reports, “80% of B2B Marketers globally say ABM strategy outperforms all other marketing tactics.” The reason is the fact that it flips the funnel to treat each customer as a market of one. But as effective as it might sound, there are many challenges that marketers face with Account Based Marketing. Read the blog till the end to know the common challenges of ABM marketing and how you can overcome them.
How B2B Marketers Can Overcome ABM Challenges?
B2B Marketers face a number of challenges when putting the ABM approach into practice. By comprehending the issue and using the appropriate strategy, B2B marketers can overcome these difficulties. Below we have mentioned some of the common ABM challenges and the right solutions to tackle them.
1. Alignment of Sales and Marketing team
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 marketing team is on MQLs and generating demand, whereas the sales team is focused on closing deals and generating revenue. Both teams can create a greater impact if they work together.
Before beginning 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
One of the main challenges of Account Based Marketing (ABM) is to identify the right prospects or accounts. ABM platform can only work effectively for you if you focus on the right high-value accounts. However, identifying the right accounts is difficult and you need a manageable and scalable process to do so.
To pick out the best fit accounts, you can have a look at the pool of your inbound leads. By focusing on the top level of inbound leads, 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 to double-check the selected accounts with your team before proceeding to the ABM process.
3. Knowing the right content to deliver
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 that will hold a prospect’s interest throughout the buying process is vital.
People today only pay attention to information that is interesting and relevant to them. To retain attention and increase 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 your visitors, engaging with them, 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
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 challenge.
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, images and infographics, can help. Based on the individual buyer’s journey, you can personalize and position the CTA accordingly.
5. Making a scalable strategy
Scaling the aspects of Account Based Marketing services (ABM) is tough. You can try to scale your ABM strategy based on people’s judgments and distinct accounts interaction. But these methods might not be enough and accurate to scale your ABM efforts completely.
You must try to identify the best technologies 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
B2B marketers must continually look for new ways to engage with their target audience. The main aim of Account Based Marketing technology (ABM) is to deliver personalized and relevant content to potential customers.
You can connect with your prospective customers by delivering personalized and relevant content. The key is to create compelling and informative 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
The sales and marketing teams previously prioritized quantity over 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 the key 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.
Identifying the key decision-makers within the target accounts is a challenging 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.
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 build the processes, choosing the appropriate technology to perform ABM campaigns and scaling it is difficult. Nonetheless, these issues can be overcome by right ABM processes and through certain steps. Apart from that, there are many common ABM technology challenges that marketers have to deal with. In the above blog, we have discussed these ABM problems and given solutions to overcome them.
VSynergize is a trusted name in the field of B2B Account-Based Marketing services. We can help you make more customers in a timely and cost-effective manner with our proven B2B Account-Based Marketing services. For more details and information reach us now on +1-732-481-9424 or email us at firstname.lastname@example.org.