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5 Barriers To Implementing a Winning ABM Strategy
14
Feb
5 Barriers to Implementing a Winning ABM Strategy
Of course, adapting to change is difficult. As many marketing and sales teams are confined to their own jobs, it will take time for them to adjust to contemporary techniques as ABM approaches its peak.
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Barrier #1
Expecting the customers to engage every time
Every contact you target does not have to interact with you. This is not a requirement of ABM. They might not click the subscribe button if you are specifically targeting the audience with your material. But at least the prospect is pursuing the content, isn't that right?
So, it’s important to ensure that you always count on the number of impressions rather than no
of clicks. It’s pretty obvious that different companies have different success rates.
Even if the prospects are not engaging enough, they will surely keep your brand name in the
mind and they may be your future prospects.
Barrier #2
Improper data
All B2B marketers are plagued by the threat of faulty data, which could also have an impact on your ABM strategy. ABM won't be successful if you don't have precise information about the decision-makers you intend to target at a specific firm.
Your ABM approach is only as effective as your data, and many organizations struggle with this because they lack accurate people target data. Make sure your data is organized and integrated across all of your company's departments.
Barrier #3
Non-alignment between marketing and sales
Integration of marketing and sales is essential for ABM effectiveness. They will create a huge jumble if they are not properly aligned.
The game of finger-pointing begins there. Sales will place the blame for poor lead generation, and marketing will place the responsibility for poor customer engagement. Therefore, fighting and assigning blame only cause ABM to fail. Therefore, ensure that marketing and sales are effectively coordinated and that they have the same ideas and approaches for how to operate the ABM campaign.
Barrier #4
Inability to identify the right target accounts
A marketing team needs to realise that earning income is more vital than continuing to focus on lead generation. In ABM, leads are only one aspect. It's about those flawless accounts that result in productivity.
You must therefore have a good understanding of real-world accounts, their demographics, and the issues those accounts are experiencing.
Barrier #5
The need for more leads
The constant need for more leads will prevent marketing and sales from using ABM efficiently. They expect the leads to be filled in great numbers because they are accustomed to the conventional marketing technique.
Let me mention that ABM is like spearfishing here because you get to target the contacts who are really productive. Instead of focusing on chasing leads, it is preferable to concentrate on your current target accounts and then figure out how to generate leads that are similar to those customers.
These are the typical obstacles that businesses encounter while putting ABM into practise. Create an ABM campaign that is effective by keeping these factors in mind.
What specific actions should you take to begin implementing an ABM strategy for your Business?
