To address our key stakeholder's resistance to account-based marketing (ABM), I would position ABM as an efficiency tool rather than a mere marketing strategy. By reframing ABM as a data-driven approach that consolidates our focus on high-value accounts, I’d emphasize its potential to shorten sales cycles and improve ROI through precise targeting. Moreover, I would present ABM as a way to enhance cross-functional alignment, creating a holistic view that benefits sales, product, and customer success teams alike. Engaging them in collaborative pilot projects could offer a low-risk way to demonstrate ABM’s impact, shifting their perspective from hesitation to strategic buy-in.

Running my own agency here's what I’ve seen firsthand: getting a skeptical stakeholder onboard with ABM isn’t about more numbers, it’s about quick wins they can see. When a client doubted ABM would pay off, we ran a micro-campaign on a top account, and within weeks, engagement shot up. They saw potential without a big buy-in. Another time, we reframed ABM as a retention tool rather than a cold, data-driven “campaign.” That helped them see it as relationship-building, not just selling. Real stories work best, like how one account turned a skeptic into a long-term customer. I saw other contributors have left some great tips too; anyone else got more ideas?

The right approach is to find the reason whay they are resistant. Mostly it's the fear of unknown that derives a certain behavior... Every new concept takes time to establish and gain popularity, so being logical and persistent is the way forward.

Here’s a structured plan to gain their support: 1. Understand the Stakeholder’s Concerns Ask Probing Questions: Identify why they are resistant—do they see it as too resource-heavy, risky, or misaligned with current goals? Listen Actively: Understand their priorities (e.g., short-term revenue, ROI, or efficiency) and tailor your response accordingly. Map Personal Motivators: Find out what success looks like for them—whether it’s growth, operational simplicity, or strategic recognition. 2. Align ABM with Business Goals Link ABM to Current KPIs: Show how it supports existing priorities like higher revenue from key accounts, faster deal cycles, or improved customer retention.

Begin by delivering unambiguous, data-driven proof of the advantages and success of account-based marketing (ABM). Address particular problems and give unique solutions that are consistent with their objectives. Highlight case studies and real-world instances where ABM has resulted in a strong ROI. Encourage open communication to better understand their doubts and incorporate their comments into the approach. Emphasise the personalised, targeted approach of ABM, demonstrating how it improves customer connections and results. This complete, empathic approach builds trust and showcases the benefits of ABM.