ABM Uncovered: The Hidden Hurdles of Account-Based Marketing

Account-Based Marketing (ABM) is increasingly seen as an essential strategy in a downturn. But it's not without its hurdles.?

The benefits for ABMers are well-known: aligning their sales and marketing efforts, personalising their approach, and focusing on high-value accounts, ultimately driving higher ROI and fostering stronger customer relationships.

But there are several obstacles that can impact the success of the ABM programme. These are some of the challenges:

1. Implementation: a Go-To-Market Plan ??: Setting up ABM requires some experienced input into the the Go-To-Market plan. Otherwise, marketers struggle with coordinating their efforts across different teams and channels. This can lead to inconsistent messaging and missed opportunities.

2. Account Attrition ??: ABM focuses on high-value accounts, but what happens when those accounts churn? This is a rarely discussed challenge, but it can significantly impact your ROI.

3. Internal Resistance ??: While ABM can bring sales and marketing teams together, it can also meet resistance from team members who are used to traditional marketing methods. Overcoming this resistance is crucial for ABM success.

4. Over-Personalisation ??: While personalisation is key in ABM, there's a risk of overdoing it. Too much personalisation can come off as creepy or invasive, which can turn off potential customers.

5. Lack of ABM Skills ??: ABM requires a unique set of skills, including data analysis, content creation, and account management. Finding or training team members with these skills can be a challenge.

6. Account Selection Bias ??: There's a risk of bias in account selection, where sales and marketing teams choose accounts based on gut feelings rather than data. This can lead to missed opportunities and wasted resources.

7. Scaling ABM Efforts ??: ABM is often seen as a strategy for large enterprises, but it can be difficult to scale for smaller businesses. Especially when day-to-day demands take up all your time and attention.?

8. Technology Integration ??: ABM requires the integration of various technologies, from CRM systems to marketing automation tools. Ensuring these technologies work together seamlessly can be a major challenge.

9. Measuring ABM Success ??: While there are many metrics for measuring ABM success, it can be difficult to determine which ones are most important. This can lead to confusion and a lack of clarity about the effectiveness of your ABM efforts.

10. Maintaining Momentum ?? ♂?: ABM is a long-term strategy, and it can be challenging to maintain momentum and keep teams motivated over the long haul. This is a rarely discussed challenge, but it's crucial for ABM success.

While these challenges may seem daunting, they're not insurmountable. With the right strategies and resources, you can overcome these obstacles and make the most of your ABM efforts. Please let us know your experiences of ABM, and do share any current challenges.

Find out about CIM ABM one-day training: ABM open workshops, and tailored in-company training. And myGTMplan, the Go To Market planning solution.

CIM | The Chartered Institute of Marketing #CIMtraining #ABM #ABMtraining #Gotomarket #Gotomarkettraining

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