ABM: A Dynamic Combination of Internal Alignment and Personalization
Within the world of demand generation, account-based marketing (ABM) has secured a place for itself among various traditional strategies. One of ABM’s core strengths though is personalization, closely aligning internal teams, emphasizing collaboration, and effectively using data to influence outreach. Thus far, it has been made clear that marketers struggle to align marketing and sales, nurture target account personas, and predict which accounts are likely to make conversions despite the proven success of ABM. Isn’t it time to change that? There are numerous reasons why internal alignment is essential for all ABM strategies, and the next move is yours.
In addition, a large majority of marketing teams often rely on ABM to solidify their lead qualification process and eliminate guesswork with the help of intent data. ABM opens the door of possibilities to unite both the sales and marketing team funnels into one accessible and flexible funnel, which determines where accounts are in their buying journey and what’s the next action whether it’s on the marketing or the sales side.
Within the B2B landscape, not only is there a heavy emphasis on the alliance between sales and marketing teams, but also on the funnel alliance, which depends on internal communication. According to this Demand Gen 2021 State of ABM Report, there’s a lack of alignment between sales and marketing teams, which is a major pain point for aspiring ABM practitioners.
All of this brings us back to the need for obtaining accurate and authentic data that specifies an account’s intent of action and conversion. At True Influence, we call this “Intent Data”, and you can learn more by checking out some of our other blogs highlighting its value and importance.
Furthermore, internal alignment helps organizations develop a strong understanding of each account and prospects’ specific requirements. Once marketers paint a clear picture of what prospects are looking for, this data can be handed to sales to then start a conversation with the right person at the right time within a target account.
At this point in time, B2B prospects no longer want to hear a sales pitch. Instead, they need an effective solution to their business challenges. With internal alignment and proper team coordination, organizations can deliver a presentation that addresses their pain points and then offers approachable and actionable solutions. Fortunately, ABM can help in this area by pitching in to generate necessary content and outreach based on one’s position in the buyer journey.
As a result of the ongoing uncertainty in the world due to the pandemic, it’s no surprise that businesses are looking for quality outreach from organizations through personalized content. However, it’s important to keep in mind that content personalization efforts sometimes fall short. TheDemand Gen Report mentioned earlier states that many companies are struggling to personalize content and campaigns due to various issues including a lack of accurate data and/or misunderstandings about specific accounts’ pain points.
In turn, this can negatively affect companies’ ability to try to generate compelling yet personalized content. It’s ideal for marketers to focus on the ways they want to build their brand reputation, the type of relationship they’d like to build with their clients, and the number of leads they need to generate while focusing on creating and distributing personalized content. These considerations can help form a strong content creation strategy for B2B organizations.
It’s safe to say that without compelling content, ABM will fail. David Jones, the President of Yesler (a strategic resourcing firm) states that “Personalized content is more crucial to an ABM program than any other marketing effort.” Do you agree? In general, the content requirements of a prospect can change based on the stages of buyer engagement throughout the buyer journey. So, what’s your next move? Why don’t you begin by focusing on internal alignment and setting realistic expectations before jumping in?
At the end of the day, ABM provides a variety of benefits, but it’s up to you to put the effort, resources, and time into it. The number of issues an organization might face around generating quality content requires sales and marketing teams to be on the same page, and internal alignment and collaboration are essential. Unfortunately, these integrated B2B marketing hurdles can’t be resolved by technology alone even though each vendor is likely to try and sell a new solution to solve your issues. Truly, alignment between sales and marketing within your organization can help pave the way for the best next steps in your ABM strategy.
Overall, the heart of ABM is personalization and internal alignment. Not only does this help marketers in the long run with the ability to address what different accounts are interested in, but also how to tackle their pain points and offer them the right engagement opportunities. Ready to learn more about ABM? If so, check out this article and see how it can help you!