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Top 7 Account Based Marketing Challenges and How to Solve Them

NapierPR
NapierPR

ABM is a core strategy for B2B businesses. These slides will explain some of the challenges you may come across and some tips to overcome them.

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Top 7 Account-Based Marketing
Challenges and How to Solve Them
What is ABM?
Account-based marketing is a core strategy for
B2B businesses; designed to deliver growth and
awareness with high-value accounts.
Some people believe that ABM comes with
challenges and obstacles but how can you
overcome these hindrances?
ABM =
Increased ROI
ABM increases
engagement
ABM
strengthens
retention
ABM will help
to improve
consistency
ABM challenges and how to solve them?
What content to use?
Deliver good content to keep people in your
targeted account engaged
What can be done?
Present a number of personalized
account content to match each
buying stage to offer a more
personalized experience
Know how to choose target accounts
Have a process that will identify
the right accounts. ABM is very
specific.
What can be done?
Use inbound leads to identify the
best opportunities for ABM to
ensure you are nurturing the right
accounts
The challenges and how to solve them?
Deliver a personalized customer
experience
B2B marketers need to connect with
customers through relevant
resources
What can be done?
Build distinctive and relevant
messages. Messages should
focus on businesses pain
points and to provide
solutions.
Have an account focused website
experience
A businesses’ website is key for
ABM. A better website experience
will determine results for ABM
What can be done?
Look at how people are visiting the
site and what content they are
looking at
You could test and measure results
to see what works best
ABM challenges and how to solve them?
Aligning Marketing and Sales
These two come together so
it’s important to be able to
measure the contribution
What can be done?
ABM is a full funnel activity
so track and measure every
aspect of ABM campaigns
A scalable strategy
What can be done?
Have an ABM process that is repeated
Consider people’s judgements and
their account engagement
Create processes and identify the
right technology for the right
accounts
Campaigns should be personalized
to individuals
ABM challenges and how to solve them?
Leads interested in your content but not
speaking to sales
Sometimes prospective customers are
wary of speaking to companies until they
are at the point of making decisions.
The challenge
You should understand your prospect’s pain
points and business opportunities.
Help prospects who are at different stages
of the buying process

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Top 7 Account Based Marketing Challenges and How to Solve Them

  • 1. Top 7 Account-Based Marketing Challenges and How to Solve Them
  • 2. What is ABM? Account-based marketing is a core strategy for B2B businesses; designed to deliver growth and awareness with high-value accounts. Some people believe that ABM comes with challenges and obstacles but how can you overcome these hindrances? ABM = Increased ROI ABM increases engagement ABM strengthens retention ABM will help to improve consistency
  • 3. ABM challenges and how to solve them? What content to use? Deliver good content to keep people in your targeted account engaged What can be done? Present a number of personalized account content to match each buying stage to offer a more personalized experience Know how to choose target accounts Have a process that will identify the right accounts. ABM is very specific. What can be done? Use inbound leads to identify the best opportunities for ABM to ensure you are nurturing the right accounts
  • 4. The challenges and how to solve them? Deliver a personalized customer experience B2B marketers need to connect with customers through relevant resources What can be done? Build distinctive and relevant messages. Messages should focus on businesses pain points and to provide solutions. Have an account focused website experience A businesses’ website is key for ABM. A better website experience will determine results for ABM What can be done? Look at how people are visiting the site and what content they are looking at You could test and measure results to see what works best
  • 5. ABM challenges and how to solve them? Aligning Marketing and Sales These two come together so it’s important to be able to measure the contribution What can be done? ABM is a full funnel activity so track and measure every aspect of ABM campaigns A scalable strategy What can be done? Have an ABM process that is repeated Consider people’s judgements and their account engagement Create processes and identify the right technology for the right accounts Campaigns should be personalized to individuals
  • 6. ABM challenges and how to solve them? Leads interested in your content but not speaking to sales Sometimes prospective customers are wary of speaking to companies until they are at the point of making decisions. The challenge You should understand your prospect’s pain points and business opportunities. Help prospects who are at different stages of the buying process
  • 7. Napier B2B Read our ABM blogs: Top 7 Account-Based Marketing Challenges and How to Solve Them https://www.napierb2b.com/2019/01/top-7- account-based-marketing-challenges-and-how-to-solve- them/ Strategy and metric for ABM https://www.napierb2b.com/2019/01/strategy-and-metrics- for-abm/ Top 5 facts you need to know about Account-Based Marketing (ABM) https://www.napierb2b.com/2018/11/top-5-facts-you-need- to-know-about-account-based-marketing-abm/ Why isn’t Everyone Using Account Based Marketing (ABM)? https://www.napierb2b.com/2018/07/why-isnt-everyone- using-account-based-marketing-abm/