Account-Based Marketing Anti-Failure

I help my advertising and marketing agency clients build effective ABM – Account-Based Marketing programs. I’ve seen some failures over the years and want to share my thoughts on failure over the next few newsletters. Here is a quick list:

1. You cannot build your best prospect list because you haven’t accessed the right information and data. As a result, your target list is too broad and undefined.
2. You do not personalize your outreach content.
3. Your marketing and sales teams are not aligned.
4. You do not give your ABM programs the time to become effective. This isn’t usually an overnight/one-time hit tactic. As in, your sales cycles might be too short for pure ABM, and worse you are way too impatient.
5. You do not have an efficient, smart, hard-to-resist thought leadership program. Plus, you might not be sending unignorable content out into the world. Be not boring.
6. You haven’t allocated the right budget for your Account-Based Marketing efforts. There are staff, design, and marketing costs. Plan well.

ABM works if you have a solid plan. Full stop.

More ABM Insights

I will riff on these fails. soon.