The Struggles of An Account-based Approach in Marketing

Oxper

Unbeknownst to many, the road to success in account based marketing can be fraught with inherent challenges and obstacles that every B2B marketing agency has to overcome. While some of these struggles may be specific to an agency and its method of operating, other recurring issues have a tendency to manifest in any organisation that practices account-based marketing.

The overarching objective is to recognize these problems and act swiftly to solve them so that businesses can stay focused on success instead of allowing failures to fester and weigh on company morale. Here are some struggles to lookout for while implementing an account-based approach towards your B2B marketing-

1. The sales funnel is not deep enough for awareness leads

Grooming leads out of the awareness stage requires understanding and responding to business obstacles they currently experience. Tailoring content with the solution to their problems is vital. A prospective lead must understand the value of solving this problem for their company before moving onto the decision stage. Therefore, curate more varied content that is appropriate to each stage of the process before rushing on to the demo too soon.

2. A crowded market lacking differentiation

Standing out is important in a crowded market place. Focusing on curating interesting and engaging content is just not enough. Your company’s marketing messages should elucidate your points of differentiation and your unique brand promise. Differentiation is critical to your organisation’s survival because a stellar reputation or the cheapest price is not a strong enough foundation to differentiate your brand.

3. The response to cold outreach is slim to none

The lack of recording response rates or an ineffective method of cold outreach is not only a waste of time but can lead to larger issues in the process like grey mail challenges that will eventually hurt all of your email marketing and sales efforts. It is important to measure the response rates to every one of your campaigns which will help to determine which campaigns should you forgo and which ones you can continue with going forward.

Now, there are many other inherent problems of account-based marketing like misaligned marketing and sales, ignoring GDPR and flawed data collection practices all of which your B2B marketing agency can overcome with more experience in the field of account-based marketing practices.

https://www.bloglovin.com/@devidsmith/

https://oxper.hatenablog.com/

https://oxper-in.webnode.com/

https://medium.com/@devidsmith100/

https://www.nicefirm.com/show/devid-smith/

https://sites.google.com/view/oxper/

https://justpaste.it/7ikzb

https://justpaste.it/7a9ml

https://justpaste.it/4h9ra

https://justpaste.it/4t7gf

https://justpaste.it/82b6g

https://justpaste.it/7fx2b