Account-based marketing is a form of marketing that uses highly targeted, personalized and customized campaigns to win over particular accounts. Rather than relying on blanket campaigns that are meant to appeal to an entire market, account-based marketing treats individual accounts as markets in their own right. ABM puts a strong emphasis on quality outreach and relationship-building. So instead of publishing blog post after blog post and blasting email lists with content created for a mass audience, ABM best practices revolve around creating content and crafting experiences for particular people from particular accounts.

Take a glance at the most challenging barriers of account-based marketing success:

• Attributing marketing efforts to revenue is ranked as the most account-based marketing challenging barrier of success by surveyed digital marketers at a rate of 39%.
• Aligning sales and marketing initiatives are ranked as the second top challenging barrier of success with a rate of 38%.
• Scoring and targeting ideal accounts come at next as a challenging barrier of success with a rate of 37%.
• Getting executive buy-in and budget also listed as a challenging barrier of account based marketing success with a rate of 37%.

A Graph Shows The Challenging Barriers of Account-Based Marketing Success, 2018.