Two Account-based Strategic Mistakes to Avoid in B2B

High priority key accounts in B2B may not be necessarily high maintenance accounts if you use the right techniques. However, many a times marketers fail to create the expected revenue from these high value accounts. Flawed strategies could be one of the reasons for such failures. By identifying flaws, marketers can streamline their campaigns and get the desired results and outcomes.

Let’s take a look at some of the mistakes that marketers and stake holders can avoid when it comes to managing high value key accounts.

Lack of relevance

When marketers get busy focusing on winning big accounts, they might miss out on the relevance factor. They need to know whether or not these accounts are actually relevant to their business goals. While focusing only on the budgets and ignoring other factors such as relevance, strategic importance from the revenue point of view etc. may get side-lined. This can impact the results and the overall business growth.

Relevance related to content and messaging can also be a determining factor when it comes to handling key accounts in ABM. If such strategic decisions are flawed it can adversely impact the results and sabotage the very purpose of having key accounts in your pipeline.

Lack of resources

For handling big accounts, marketers need to be prepared on a bigger scale. Having key accounts can put a lot of pressure on stake-holders in terms of budgets and resources. Even if you have the budgets lined up for the campaigns, lack of proper resources can still impact the outcomes of these accounts. It’s therefore necessary to rope in the right resources who understand the value of high accounts, their role in Sales and Marketing and revenue generation.

Conclusion

Winning key accounts might be an important goal, but it can only yield results if you have the right strategic planning to actually implement them successfully. Focusing on resources and relevance can pave way to success when it comes to key accounts.