Why Brands Are Getting Account-Based Marketing All Wrong

For B2B brands, account-based marketing is key to its marketing and sales for several reasons. To name a few – ABM puts the emphasis on individual prospects or existing accounts, has a huge potential for return on investment and often shortens the sales cycle.

So, what’s holding B2B marketers back from yielding the results they anticipated? Often, it comes down to the fact that the campaigns are housed in the Marketing Department from cradle to grave with little or no input from Sales.

Marketing should hold a key function when deploying ABM campaigns. They should be responsible for creating compelling content that addresses the specific pain points that their target audience faces. They should not, however, be the ones to identify those specific pain points. This should happen in Sales, as they’re the ones living and breathing their offerings. Moreover, the target accounts need to be identified in the Sales department because, again, they’re the ones with the best visibility.

In reality, ABM should stand for “account-based model.” Meaning that the campaigns should be a joint effort of equal parts between sales and marketing.

Drop us a line to understand how your brand can better align sales and marketing.

Latest Posts

Everyone said Threads was just another desperate attempt by Meta to copy Twitter – and, well – they were right. But two years down the line and Threads is slowly building its own case…for itself, and against its rivals X and Bluesky. In July 2023, Threads emerged gaining 2 million…
Read More
AI is accelerating. Reels are rising. And your content plan deserves better than guesswork. I know you’re busy. You’re juggling campaign deadlines before summer, trying to keep pace with platform changes, and just when you thought you had the hang of it – eek! Social moves…
Read More
If you’re creating social media content regularly, you know how chaotic things can get. Endless campaigns, shifting priorities, last-minute changes… It’s a lot. That’s why design templates are more than a convenience; they’re a strategic foundation for marketing on social. Done right, they can boost consistency, save hours, and improve…
Read More