Avoid These ABM Mistakes to Enhance B2B Sales

You can overcome any challenge in B2B if you use the right technique, but at the same time, mistakes can cost a lot to B2B marketers. ABM is a relatively new-age B2B technique. It is result-oriented, with focus on high value accounts. Any mistake could cost marketers a lot and hence they should look out for possible flaws in the strategy and try and avoid mistakes for best business outcomes.

ABM cannot replace Demand Generation-

One of the biggest mistakes B2B marketers could possibly make is to think that they can replace Demand Generation with ABM. Marketers should combine ABM and Demand Generation for better results. It is not to replace one with another. That would be a wrong strategy.

One must achieve a balance and to achieve that, a perfect marketing mix is necessary. Be clear about the priority levels and what is it that you aim to achieve from both ABM and Demand Generation. With exclusive resources and focus on ABM, you will have to target a wider audience for Demand Generation. This way the mix can enhance your chances at lead conversion.

Alignment in Sales and Marketing-

Clearly a lack of alignment between Sales and Marketing could be the biggest flaw in your ABM strategy. This lack of alignment needs to be fixed first before you implement your strategies. Your ABM results are hinged on the efforts, coordination and alignment between Sales and Marketing. One cannot really function effectively without the other and thus the MQLs and SQLs will also be more effective for ABM with this alignment.

Conclusion-

Other than the above flaws and mistakes, marketers must also not let technology fully replace ABM or let any tool replace ABM. MQLs and SQLs are equally important in ABM and one technique cannot really replace the other. So B2B marketers must pay attention to minute details and understand the finer nuances of ABM in order to get the best results.