The bluster and noise about account based marketing (ABM) has been on FULL BLAST lately. So let’s turn down the hype-o-meter and talk some truth. You probably already know that moving your B2B revenue growth strategy from lead-centric to account-centric makes a lot of sense. But misalignment between marketing and sales, bad data, gaping holes in your tech stack, and delusional target audience definitions can add up to a failed ABM program.
THE BAD NEWS:
ABM isn’t easy. It takes genuine targeting, personalization that you can’t fake, a different and better set of analytics, and a cultural shift to sustained and genuine collaboration among all of your revenue stakeholders.