5 Account Based Marketing Challenges You Might Face
Many marketers have been using ABM but have not been that successful but if you see ABM is really helpful in retaining the customers. You need to assess your company’s current marketing strategies and what roles the marketing and sales teams play in gaining high ROI. Marketers need to broadly adopt ABM tactics but they face a few challenges in executing ABM successfully. Let’s have a look at these in this article and also let’s look for the solutions to these Account-based marketing challenges.
1. Sales and marketing alignment
It is necessary to avoid disjoint action between sales and marketing teams can make you lose the business. Should sales team completely focus on SQL and marketing team on MQL? The answer is no because they both need to have a joint impact throughout the sales funnel.
Before you start on ABM, both the teams have to understand their goals and KPIs they are going to work on jointly.
2. Knowing your ideal customer profile
For you to be successful ABM marketer, you need to focus on your target accounts. If you don’t know who you should target, then ABM is a waste of time and it is better not to go for ABM.
Yes, the main Account-based marketing challenge is to find your ideal customer profile.
If you already are doing inbound marketing activity, you can use your existing inbound leads to know the accounts to target through ABM. You can nurture these leads by expanding the account information.
Your website is greatly important to push you further towards success on ABM strategies. Your website should sound relevant to each individual in your target account.
You can find out each individual’s needs in target account and see what content they look for on your website. You can look at historical data to identify their buying stage, preferences, roles, etc. and use this data to make changes to your website.
Check your homepage or the landing page to which they will be directed after targeted messaging. Create personalized CTAs, images, video content, etc. Keep testing and measuring the results to know what works best for you. This will help you overcome Account-based marketing challenges.
4. Not having right infrastructure
The second stage is expansion once you find a target account. Marketers need to have a strategy to maximize their reach within the target accounts. The reason why –
- The Length of the sales cycle is getting longer
- More stakeholders are involved in purchasing decision
According to a survey, 33% of B2B decision-making involved up to 10 people and 50% of them involve up to 5 people. It’s necessary to reach all of them so that sales cycle is not long.
Considering all the Account-based marketing challenges, you should be ready with right infrastructures such as CRM platform, Social media accounts, content promotion tools, a content management system, and a marketing automation platform.
Those who consistently incorporate technology across their entire marketing organization have 5X likely seen 25%+ revenue growth. You too can take their example and use all the necessary tools.
Once ABM has this ready, it is easy to contact all individuals in the target account through social media. You can automate messages, gather and integrate information on one platform and use that for personalization.
Social media is like a cornerstone of ABM which gives only a few leads but qualified ones. You can tag stakeholders in target account so that they engage with your company and content.
You can also engage with their content on a regular basis by sharing, liking, retweeting, and commenting, etc. You can also invite them to contribute to your blog or take part in a joint webinar with you. You can also join their social media groups and participate in the conversation.
5. Not knowing what content to deliver?
What is another Account-based marketing challenge? You need to address personal challenges of each target account by delivering the content in a segmented way. Rather than creating new content, you can look for existing white-papers, eBooks, case studies, and articles and repurpose such content. You can simply change a few images to create content for different accounts.
Content is what will keep your target accounts engaged. You can use tools to know what content will be appropriate for the next stage based on what your visitors are looking at, their location, and etc. information. Never be afraid to focus your content dedicatedly for one target account which can either be a blog post, webinar, or even a video.
Do your Account-based marketing right keeping above Account-based marketing challenges and solutions in mind. About 97% of marketers use account-based marketing and have seen ROI higher than any other marketing activity. You too can go steps ahead to along with them and also learn from them. Be prepared to take up the above challenges that we mentioned the above and you can be assured about ABM’s success.