Why B2B Marketers Struggle to Execute Account-Based Marketing

"Account-Based Marketing (ABM) has become a “must have” line item for 2016. And this enthusiasm isn’t just a fleeting trend. More than just a highly targeted engagement tactic, a full-fledged ABM program supports the post-sale customer lifecycle, using marketing’s toolkit to contribute to the overall customer experience at the most profitable accounts. Thus, ABM represents more than just targeting – it’s a transformation in the way B2B marketing, sales and customer support are perceived and executed. Yet, ABM is only a smart strategy when executed well. Its promises of efficiency and effectiveness can’t payoff unless marketers have the know-how and ability to reach the decision-makers at accounts showing buy signals. Unfortunately, several common B2B marketing challenges stand in the way of successful execution."