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.
THE GOOD NEWS:
ABM has evolved to the point where experts have seen your problems before and are able to remove roadblocks with scalable solutions. Want to see how to succeed with ABM?