B2B marketers are embracing account-based marketing (ABM) as a part of their overall marketing efforts. ABM perfectly complements the traditional, short-term marketing goal of generating leads with efforts aimed at driving long-term revenue growth. ABM doesn’t just call for alignment between sales and marketing teams, it forces teams to align because personalization at the account level requires sales and marketing to be in sync on account-specific messaging.
Take a glance at the success challenges that face B2B marketers in using account-based marketing, 2019:
- Unclear account-based marketing strategy is ranked as the biggest success barrier that faces B2B marketers with a rate of 35%.
- Lack of time & resources is ranked as the second success challenge for B2B marketers with a rate of 31%.
- Lack of understanding comes at next as a success barrier of using account-based marketing at a rate of 29%.
- Unclear picture of customer journey/touch points also listed as an account-based marketing success challenge with a rate of 24%.
A Graph Shows The Biggest Success Challenges of Account-Based Marketing, 2019.