Watch Out for These Common Account-Based Marketing Pitfalls
B2B marketing often entails Account-Based Marketing (ABM) as a core tactic when it comes to approaching prospects that are perfect for your proposed product or service. This strategy has over time demonstrated a high degree of effectiveness in generating campaigns that hit the nail on the head, thereby allowing your organization to capitalize on conversions.
Despite the vast majority of enterprises investing in ABM as a surefire means of achieving success, it does not automatically imply that everyone is using it to its full potential. This blog outlines these common pitfalls and potential mishaps in detail and discusses how you can avoid them.
1. Making it All About Digital Marketing
The benefits of online marketing tools are unlimited and especially useful for reaching out to prospects. While online tools are easy to use and interact with, we often forget about offline tools writing them off as obsolete or non-existent. The fact of the matter is there are ample businesses out there who rely on traditional marketing communications. Marketing executives must make it a point to also implement traditional and offline measures in situations where they get the impression that they can develop significant relationships with prospects.
Most companies have a higher likelihood of responding positively to tangible material since its physical presence instils a sense of trust as opposed to the virtual world, especially when products, services or solutions entail a major investment. Aim at accounts in specific regions and decide the events in those areas that need to be combined with an offline strategy in tandem with your digital initiatives.
2. Not Driving Value for Existing Content
This is common mistake since fresh content may not be required for each of your targeted accounts. Fresh content consumes more resources than required while simultaneously depreciating the value of your extant content. With so much information barreling at us on a daily basis it helps to keep your digital library up to date and well organized. It also helps to repurpose and repeat certain information every now and then to create a longer lasting impression in your prospects mind.
Simple steps such as altering images that go along with the content you send out can be enough to reiterate points while adding a subtle element of newly generated content. Another such idea is to add sufficient content that is relevant to the industry of a new prospect or account, while stating your original value proposition. One way to achieve this is with frequent blog posts either on a daily or weekly basis.
3. Failing to Personalize Content per ABM Campaign
A risk that marketing executives run while churning out slightly modified versions of older content is lack of personalization. Target accounts are unlikely to be impressed or engaged enough to the point of investing in such cases. Such circumstances necessitate a flawless method of record keeping so marketers can ascertain what content can be retouched a little, in order to maintain key points and give the impression of being tailored to their preferences.
Content of this nature is best delivered in segments via numerous channels such as email marketing, social media and smart content that is a part of various landing pages. These strategies can also add a significant amount of value to each of your ABM campaigns and guarantee the interest of your target.
4. Lack of Appropriate Infrastructure for Apt ABM Tools
Several companies often simply run ad-hoc campaigns in a rush to jump aboard the ABM trend. When they do, they realize that having the right infrastructure to support such ABM campaigns is of the utmost importance and this requires being equipped with the appropriate tools.
A typical ABM tool box needs a CRM platform, social media accounts, content promotion tools, a content management system and a marketing automation platform. When putting together your tool box it helps to keep an eye out for tools that are equipped with third-party integrations. This makes connecting with multiple ABM tools easy while leveraging industry-leading efficiency.
5. Neglecting Marketing and Sales Collaboration
Marketing and sales teams need to work in tandem because lack of collaboration can result in missed opportunities. When these two departments work in sync potential prospects can be identified quicker. Thus they are a powerful force that can share and concur on metrics highlighting target accounts alongside the development and management of increasingly successful ABM campaigns.
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