Top Account Based Marketing Challenges after Pandemic Situation

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Scale

While most organizations understand the benefits to an account based approach, operationalizing a repeatable account based approach still remains to be a struggle. That’s because organizations are only able to prove success against a limited set of accounts, and they rely on non-scalable approaches to align execution, customization, and measurement.

That’s because successfully scaling an account based strategy requires having a scalable, repeatable, and tech-enabled approaches that can be planned, customized, and seamlessly executed.

With scaling ABM as a major challenge, organizations are expected to create a consistent and repeatable approach as account based marketing continues to mature. Two key factors that contribute to this are:

  • Having an account selection and rotation process – Organizations can group accounts that can be treated similarly, which will provide more visibility into the content, messaging, and resources required for execution in the coming months and quarters.


  • Tiering your target account list and tying resources to those tiers – Organizations can intentionally prioritize how resources are applied. Those that don’t align resources against tiers based on expected account value and instead use a one-size-fits-all approach, lose the benefit of intentionally applying resources where they deliver the highest returns.
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