Engaging all stakeholders involved in ABM can help B2B marketers align sales and marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 11, 2019, 4:21 PM UTC

According to Demand Gen Report, 46% of marketers said that aligning sales and marketing is their biggest ABM-related challenge.

This piece recommends that B2B marketers should listen to all the stakeholders involved in ABM and create a “mutually beneficial plan” to align marketing and sales. Despite having an ABM strategy, 43% of B2B marketers said that “proving ROI/attribution” is their biggest ABM-related challenge.

80% of B2B executives further reported that formulation and building of ABM accounts lists was mainly directed by the sales team. However, B2B marketers can take charge of the account selection process by targeting accounts based on their technographic and behavioural/intent signals.

The author suggests brands should integrate B2B influencer marketing and ABM efforts. It would enable B2B executives to demonstrate their technical expertise and build trust among their targeted accounts.

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