One of my favorite things from 2018 was the opportunity to join Ryan McInerney’s podcast to discuss the pros, cons, and myths surrounding Account-Based Marketing (ABM). Ryan also hosted Sangram Vajre, the founder and CEO of one of the very first ABM applications, Terminus. The conversation was so engaging that one episode quickly turned into two. (You can listen to episode one here and episode two here.)
There’s no question ABM is still hot. The good news is that, as account-based approaches have matured and technology has evolved, the opportunity to implement effective account-based programs is better than it has ever been.
But, realize that merely saying that you’re adopting such an approach does not change anything. If you’re changing your strategy, you must change your behaviors.
In our work with companies implementing or embarking with ABM, we’ve identified five overlooked or weak elements that are often the cause of failure. If you’re considering implementing such an approach, be sure you address these items.