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Implementing a Marketing Automation Platform (MAP) can be one of the most transformative steps a B2B organization can take to streamline its marketing processes, improve lead management, and drive better ROI. However, the road to successful MAP implementation is not without its challenges. From poor integration with existing systems to misalignment between teams, many businesses face significant hurdles that can prevent the full potential of the MAP from being realized. In this blog, we explore the most common mistakes companies make when implementing a MAP and how to avoid them. Understanding these pitfalls can help your organization navigate the complexities of MAP implementation and ensure that your investment delivers measurable results. Poor Integration with Existing Systems Why It Goes Wrong: One of the most common and frustrating mistakes businesses make is failing to properly integrate the MAP with their existing technology stack. Most B2B companies have a complex array of systems already in place, including CRM software (like Salesforce), analytics platforms, and marketing tools. If the MAP doesn’t integrate smoothly with these systems, it can lead to data silos, broken workflows, and lost leads. Impact: Without proper integration, marketing teams may struggle to get accurate data on customer behavior, and sales teams could miss out on high-quality leads. Data inconsistencies can disrupt lead nurturing and result in missed opportunities. Solution: Ensure that your MAP is compatible with your current systems before committing to implementation. Conduct a thorough audit of your tech stack and identify any potential integration challenges early on. Work with MAP vendors or third-party experts who can build custom integrations if necessary. This upfront effort will ensure smooth data flow and align marketing and sales activities for optimal performance. Lack of Clear Strategy and Objectives Why It Goes Wrong: Many organizations invest in a MAP with the expectation that the platform will magically solve all their marketing challenges. However, without a clear strategy and well-defined objectives, businesses often end up using the platform ineffectively or underutilizing its capabilities. Impact: A lack of strategic direction can lead to fragmented or misguided campaigns, wasted resources, and suboptimal results. Marketers might implement automated workflows without a clear understanding of their goals, leading to disengaged audiences and low conversion rates. Solution: Before diving into the implementation process, define clear, measurable goals. These could include increasing lead conversion rates, improving customer segmentation, or driving more personalized campaigns. Align your MAP implementation with broader business objectives to ensure it delivers real value. Set specific KPIs and use the MAP to track progress toward those goals, adjusting tactics as necessary. Insufficient Data Cleanliness and Preparation Why It Goes Wrong: A critical part of MAP success is the quality of the data being fed into the system. Many businesses fail to properly clean and organize their data before migrating it to the new platform. This often results in duplicate records, outdated information, and poorly structured data that is difficult to use for segmentation or targeting. Impact: Poor data can render automated processes ineffective. For example, if your MAP is working with inaccurate customer information, you might send irrelevant emails to the wrong people or fail to personalize content effectively. This undermines the entire purpose of marketing automation, leading to reduced engagement and lower ROI. Solution: Prior to implementing a MAP, conduct a data audit to ensure that your data is clean, accurate, and well-organized. This includes removing duplicates, updating outdated information, and properly categorizing data for segmentation. Consider investing in data management tools or working with data specialists to ensure that your data is ready for the MAP. Inadequate Training and User Adoption Why It Goes Wrong: Even the best MAP will fail if your team doesn’t know how to use it properly. Inadequate training and lack of support can result in low user adoption, where teams struggle to utilize the platform’s full capabilities. Without the proper knowledge, employees may make errors, misuse features, or avoid using the system altogether. Impact: When team members aren’t fully trained on how to use the platform, the MAP becomes underutilized. Campaigns might be poorly executed, and opportunities for optimization or automation could be missed. This leads to frustration, reduced efficiency, and ultimately, a failure to deliver on the platform’s potential. Solution: Invest in comprehensive training and onboarding for all stakeholders. This should include in-depth sessions for both marketing teams and sales teams, covering how the MAP will support their specific workflows. Offer continuous learning resources, such as user guides, video tutorials, and FAQs, to keep employees updated. Consider working with a consultancy that can provide tailored training and support throughout the implementation phase. Failing to Align Marketing and Sales Teams Why It Goes Wrong: A MAP can significantly improve lead management, but if there is no alignment between marketing and sales teams, the platform’s impact will be limited. Often, marketing and sales have different definitions of what constitutes a "qualified" lead or how leads should be nurtured. Without clear communication and alignment, leads can fall through the cracks, and the MAP’s potential is wasted. Impact: When marketing and sales teams aren’t on the same page, the MAP will struggle to deliver high-quality, sales-ready leads. This misalignment can result in poor handoffs, wasted time, and frustration from both teams. Ultimately, marketing campaigns will underperform, and sales teams will miss out on opportunities. Solution: Establish clear communication between marketing and sales from the outset. Develop a service level agreement (SLA) that defines lead qualification criteria, the lead handoff process, and expectations for follow-up. Regular meetings between the two teams can ensure that they stay aligned and work together to optimize the lead funnel. Overcomplicating Campaigns and Automations Why It Goes Wrong: It’s easy to get carried away with the features and capabilities of a MAP, leading some businesses to overcomplicate their workflows and automations. Marketers may try to automate everything at once, creating convoluted campaigns that are difficult to manage and optimize. Impact: Overly complex campaigns can result in errors, miscommunications, and inefficiencies. When automations become too intricate, they can lead to mistakes that impact campaign performance. Additionally, over-automation can result in impersonal messaging that alienates potential customers, reducing the effectiveness of your campaigns. Solution: Start small and scale gradually. Focus on automating the most important and straightforward processes first, such as lead nurturing or email follow-ups. As you gain more experience with the MAP, you can expand automation efforts, ensuring that each campaign is optimized for maximum impact. Not Enough Focus on ROI and Measurement Why It Goes Wrong: Some organizations fail to measure the success of their MAP implementation, focusing more on the technical aspects than on how the platform is performing in terms of ROI. Without clear metrics and performance tracking, it’s difficult to optimize campaigns and prove the value of the MAP. Impact: Without proper measurement, businesses may struggle to determine whether their MAP is delivering the expected ROI. It can also be challenging to identify areas for improvement or optimization, leading to stagnant or underperforming campaigns. Solution: Establish clear KPIs before implementation, such as lead conversion rates, customer acquisition cost (CAC), and customer lifetime value (CLV). Use the MAP’s reporting and analytics features to continuously track performance, adjust campaigns, and make data-driven decisions. Underestimating Resource and Time Commitment Why It Goes Wrong: MAP implementation can be resource-intensive, requiring significant time, effort, and personnel to ensure success. Many businesses underestimate the level of commitment needed, leading to rushed or incomplete implementations and try save money by not outsourcing. Impact: Underestimating the time and resources required can result in missed deadlines, incomplete setups, and suboptimal performance from the MAP. This can cause delays, frustration, and massively wasted budget, ultimately affecting the success and ROI of the implementation. Solution: Develop a realistic project plan that outlines timelines, resource allocation, and milestones. Ensure that key stakeholders, including IT, marketing, and sales teams, are committed to the project and have the bandwidth to support it. Work with a consultancy such as Sojourn Solutions to manage the implementation and lean on their experience to produce a smooth, in depth and rapid implementation. Conclusion While implementing a Marketing Automation Platform can bring immense value to your business, the process is complex and fraught with potential pitfalls. By understanding the most common mistakes - such as poor integration, lack of strategy, and insufficient training - B2B organizations can take proactive steps to avoid these challenges and ensure a smooth implementation. Focusing on data quality, alignment between teams, and continuous measurement will help your organization realize the full potential of your MAP. And with careful planning, the right expertise, and the right support, your MAP will be a powerful tool for driving long-term success. Ready to implement your MAP? Be sure to avoid these common mistakes to ensure that your investment delivers the results you're looking for - Contact us today!

Implementing a Marketing Automation Platform (MAP) can be transformative for B2B businesses, offering streamlined workflows, personalized campaigns, and enhanced lead management. However, MAP implementation is a complex process that requires careful planning, technical expertise, and strategic alignment with business objectives. While many organizations attempt to manage the implementation in-house, partnering with a consultancy firm can significantly enhance the process, reducing risks and ensuring long-term success. In this blog, we explore why leveraging a consultancy firm for MAP implementation is a smarter choice. The Complexity of MAP Implementation MAP implementation involves more than just installing software. It requires: Strategic Alignment:  Ensuring the platform meets business goals. Integration:  Seamlessly connecting the MAP with existing tools like CRMs, ERPs, and analytics platforms. Data Management:  Migrating, cleaning, and organizing data for optimal use. Team Training:  Equipping teams to effectively use the platform. Ongoing Optimization:  Refining processes and workflows to maximize ROI. Without the right expertise, these tasks can lead to delays, cost overruns, and a lack of ROI, making the entire implementation process daunting. Why Choose a Consultancy Firm? Expertise and Experience Consultancy firms specialize in MAP implementation and bring a wealth of experience from working with diverse industries and platforms. Their expertise ensures: Best Practices:  Leveraging proven strategies for seamless setup and integration. Vendor Knowledge:  Understanding the strengths and limitations of leading MAPs like Marketo, HubSpot, Pardot, and Eloqua. Problem-Solving:  Anticipating and mitigating common challenges before they arise. Accelerated Implementation Timelines Implementing a MAP in-house often leads to extended timelines due to limited resources or unforeseen challenges. Consultants provide: Dedicated Focus:  Implementation is their priority, ensuring faster results. Streamlined Processes:  Predefined workflows and tools reduce inefficiencies. Resource Optimization:  Leveraging skilled teams to handle multiple facets of implementation simultaneously. Seamless Integration with Existing Systems One of the biggest challenges in MAP implementation is integration. Consultancy firms excel at: Tech Stack Audits:  Assessing current tools and identifying potential compatibility issues. Custom Integrations:  Developing tailored solutions to connect the MAP with CRMs, analytics tools, and other platforms. Testing and Validation:  Ensuring data flows correctly and workflows operate seamlessly post-integration. Effective Data Management MAP success depends on clean, well-organized data. Consultants assist with: Data Migration:  Transferring data securely from legacy systems. Data Hygiene:  Cleaning and deduplicating data to improve accuracy and usability. Data Structuring:  Setting up fields, tags, and categories for efficient segmentation and reporting. Strategic Planning and Alignment Consultancy firms go beyond technical implementation to align the MAP with your business objectives, focusing on: Defining Use Cases:  Identifying the most impactful use cases for your organization. KPIs and Metrics:  Establishing measurable goals to track ROI. Workflow Design:  Creating processes that support lead generation, nurturing, and conversion. Comprehensive Training and Support Introducing a MAP can be a significant change for teams. Consultancies ensure smooth adoption by: Training Programs:  Tailored sessions for marketing, sales, and IT teams. Documentation:  Providing user guides, playbooks, and FAQs for ongoing reference. Post-Implementation Support:  Offering help desks or dedicated resources for troubleshooting and optimization. Ongoing Optimization MAP implementation is not a one-time effort; it requires continuous refinement to stay effective. Consultancies offer: Performance Audits:  Regular assessments to identify improvement areas. New Feature Adoption:  Helping businesses leverage new platform updates and tools. Campaign Optimization:  Fine-tuning campaigns for better results based on data insights. Key Benefits of Using a Consultancy Firm Challenge Consultancy Solution Benefit Technical Expertise Deep platform and industry knowledge Faster implementation with fewer errors Integration Challenges Custom APIs and tech stack audits Seamless data flow across systems Data Management Migration, cleaning, and organization Reliable and actionable data for campaigns Training and Adoption Tailored training sessions Teams empowered to use the platform effectively Strategic Alignment Workflow and KPI development Maximized ROI from the start Choosing the Right Consultancy Firm Not all consultancy firms are created equal. When selecting a partner, consider: Experience:  Look for firms with a track record of successful MAP implementations. Platform Expertise:  Ensure the consultancy has in-depth knowledge of your chosen platform. Industry & Cultural Fit:  Find consultants who understand your industry and companies unique challenges and opportunities. Ongoing Support:  Prioritize firms that offer post-implementation services to support long-term success. Final thoughts Implementing a Marketing Automation Platform is a critical investment for B2B organizations, but the complexity involved can make or break its success. By partnering with a consultancy firm, businesses gain access to specialized expertise, streamlined processes, and long-term support, ensuring that their MAP delivers measurable value from day one. Ready to make your MAP implementation a success? Contact us today to learn how we can guide your business through every step of the process.

Marketing Automation Platforms (MAPs) have become essential tools for driving efficiency, improving lead management and aligning marketing efforts with sales goals. However, while the benefits of MAPs are clear, the road to successful implementation is often riddled with challenges. One concern stands out as the most critical for B2B organizations: integration . Without seamless integration between a MAP and the existing tech stack, the promised benefits of automation can quickly unravel. What Does "Integration" Mean in the Context of MAPs? Integration refers to the ability of a marketing automation platform to work cohesively with other tools and systems in a business’s technology stack. For B2B organizations, this often includes: CRM Systems:  Such as Salesforce, HubSpot, or Microsoft Dynamics. ERP Systems:  For resource planning and operational data. Analytics Tools:  Like Google Analytics or BI platforms. Customer Data Platforms (CDPs):  For unified customer profiles. Successful integration ensures these systems communicate effectively, sharing data in real-time and supporting streamlined workflows across departments. Why Integration Is the Top Concern Data Silos Disrupt Marketing Effectiveness A poorly integrated MAP can lead to disconnected data silos, where critical information about leads, customers, and campaigns is fragmented across systems. This disrupts: Lead Nurturing:  Missing or outdated data prevents accurate segmentation and personalization. Campaign Effectiveness:  Marketers can't leverage real-time insights to optimize performance. Reporting:  Inconsistent data makes it difficult to measure ROI or inform decision-making. Sales and Marketing Alignment For B2B companies, alignment between marketing and sales teams is crucial for closing deals and driving revenue. A MAP that fails to integrate with a CRM can create: Missed Opportunities:  Leads may not sync to sales pipelines in real-time. Lack of Visibility:  Sales teams might not see critical marketing touchpoints that inform conversations. Fragmented Workflows:  Marketing efforts become disconnected from the buyer’s journey, reducing the chances of conversion. Manual Workarounds Undermine Automation Ironically, the lack of integration can result in time-consuming manual processes to transfer data or manage campaigns, including: Exporting and importing lead data between systems. Manually reconciling reports from multiple tools. Addressing discrepancies caused by inconsistent data formatting. These inefficiencies defeat the purpose of implementing a MAP in the first place. Scaling Becomes Challenging As B2B organizations grow, their tech stack evolves. A MAP that doesn’t integrate well can stifle growth by: Limiting the ability to add new tools or platforms. Creating bottlenecks in workflows. Forcing costly overhauls when systems need to be replaced or upgraded. Key Integration Challenges Compatibility Issues Many MAPs come with pre-built integrations for popular tools, but custom setups or niche systems may require extensive development work. Data Mapping and Migration Transferring existing data into a MAP is often complex. It requires: Ensuring data fields align between systems. Cleaning and standardizing data to avoid errors or duplications. API Limitations APIs (application programming interfaces) enable systems to exchange data. However, not all MAPs have robust APIs, making real-time data exchange difficult. How to Address Integration Concerns Conduct a Tech Stack Audit Before implementing a MAP, evaluate your current systems. Identify: Which tools are essential to your workflows. Potential compatibility issues. The data flow required between systems. Prioritize Platforms with Native Integrations Choose a MAP with pre-built connectors for your CRM, analytics tools, and other essential platforms. This reduces the complexity and cost of integration. Leverage Middleware Solutions Middleware tools like Zapier or Workato can act as intermediaries, facilitating data exchange between systems that lack direct integration. Work with Experts Engaging consultants or MAP specialists like Sojourn Solutions ensures a smoother integration process. We can: Develop custom integrations for unique needs. Streamline data migration. Provide training to ensure your team can manage integrations post-implementation. Test, Test, Test Before fully launching your MAP, conduct extensive testing to ensure: Data flows correctly between systems. Workflows operate without disruption. Reporting and analytics reflect accurate information. The Bottom Line While implementing a Marketing Automation Platform offers tremendous potential for organizations, its success hinges on seamless integration. Without it, the platform’s value diminishes, creating inefficiencies and frustration for marketing and sales teams. By addressing integration concerns proactively—through careful planning, selecting the right tools, and leveraging expert resources—B2B companies can unlock the full potential of their MAP, driving efficiency, alignment, and measurable results. Are you preparing to implement a MAP and concerned about integration? Contact us for expert guidance and seamless execution.

Marketing operations (MOps) has evolved from a behind-the-scenes function into a strategic powerhouse, central to driving efficiency, innovation, and measurable business impact. As the landscape continues to evolve, marketing operations leaders face new challenges and opportunities. This article explores emerging trends and how marketing operations is poised to shape the future of marketing. The current state of Marketing Operations From Tactical Support to Strategic Enablement Traditionally, MOps focused on managing tools, workflows, and campaign execution. Today, it serves as a strategic enabler, bridging the gap between marketing strategy and execution. Marketing operations leaders are tasked with driving: Efficiency:  Streamlining processes and automating repetitive tasks. Data-Driven Decisions:  Ensuring accurate, actionable insights. Scalability:  Building frameworks to adapt to growing and evolving marketing needs. However, as the complexity of MarTech ecosystems and customer journeys increases, MOps teams must continuously innovate to remain effective. Emerging trends shaping the future of Marketing Operations AI and Automation in Marketing Operations Artificial intelligence (AI) is transforming how MOps teams handle data, personalization, and workflows: Predictive Analytics:  AI-powered tools predict customer behavior, enabling more effective campaign strategies. Automated Campaign Management: Platforms like Marketo and HubSpot use AI to optimize email marketing, lead scoring, and customer segmentation. Content Personalization:  AI ensures customers see the right message at the right time, improving engagement and conversion rates. Unified Data and Analytics Data silos remain a significant challenge for marketing teams. The future lies in: Centralized Data Platforms: Tools like customer data platforms (CDPs) unify data across channels for a single customer view. Real-Time Analytics:  Faster insights enable more agile decision-making. Privacy-First Strategies:  With regulations like GDPR and CCPA, data governance and ethical data usage will be non-negotiable. Integration of MarTech Ecosystems Most organizations use a fragmented mix of MarTech tools. Future-focused MOps will prioritize: Seamless integrations to ensure data flows across platforms. Consolidation to eliminate redundant tools and reduce costs. Platforms with open APIs to allow custom integrations. Focus on Employee Experience (EX) As marketing grows more complex, empowering teams will be critical. MOps will lead the charge by: Providing intuitive tools that reduce manual effort. Delivering training to maximize tool utilization. Ensuring collaboration through centralized platforms like Slack or Asana. Key challenges Marketing Operations must address Balancing Innovation with Stability Adopting new technologies is essential, but MOps teams must balance innovation with stability. Over-investment in unproven tools can disrupt operations. Managing the Talent Gap As demand for MOps expertise grows, finding and retaining skilled professionals will remain a challenge. Upskilling existing team members and fostering a culture of continuous learning will be critical. Proving ROI Executives demand clear ROI for marketing spend. MOps teams must demonstrate how their efforts drive revenue, reduce costs, and improve efficiency. The future role of Marketing Operations leaders Marketing operations leaders are becoming strategic advisors who: Partner with CMOs and other executives to align marketing initiatives with business objectives. Leverage data to guide long-term strategy and optimize short-term tactics. Advocate for customer-centric processes that enhance experiences across the buyer journey. Our predictions for the future of Marketing Operations Hyper-Personalization Becomes Standard Marketing will move toward delivering tailored experiences for every customer, powered by AI and real-time data. MOps as a Centralized Function Instead of being siloed within marketing, MOps will expand to support cross-functional collaboration, influencing sales, IT, and customer service. Rise of Ethical Marketing With increasing scrutiny on data usage, marketing operations will play a key role in maintaining transparency and trust. Increased Use of Low-Code/No-Code Tools These platforms will democratize technology, enabling non-technical users to contribute to MarTech innovation. How to future-proof your Marketing Operations Invest in Scalable Technology Choose platforms that can grow with your organization and adapt to changing needs. Foster a Culture of Innovation Encourage teams to experiment, fail fast, and adopt new practices that drive better results. Prioritize Data Quality and Governance Clean, compliant data will be the foundation of all successful marketing initiatives. Collaborate Across Departments Break down silos to create a unified approach to customer experience, driven by MOps insights. Final thoughts The future of marketing operations is both challenging and exciting. As technology and customer expectations evolve, MOps will remain at the forefront, enabling businesses to navigate complexity and achieve meaningful growth. By embracing innovation, prioritizing data-driven strategies, and fostering collaboration, marketing operations professionals can lead their organizations into a new era of efficiency, impact, and success.

Account-based marketing  has consistently been shown to increase marketing return-on-investment compared to traditional marketing approaches, but ABM is anything but easy to implement. ABM is not a technology but a mentality, a strategic approach that seeks to go deeper into fewer, key accounts/customers with more relevant messaging. A recent B2B Marketing webinar , led by ABM specialist Andy Bacon  (ABM Lead Advisor, B2B Marketing ), explored the right ways and the wrong ways for organizations to implement ABM. Rushing into an ABM program simply because it’s trendy or because your competitors are doing ABM is not the right way. As with all strategic investments, organizations should perform due diligence and planning in advance of implementing any ABM program. ABM, defined . . . Bacon began by defining ABM as “a strategic marketing approach jointly implemented by sales and marketing that focuses on key, targeted accounts.” He then described an “ABM competency model” that includes 5 steps for successful implementation: (1) aligning marketing and sales; (2) defining and selecting the key accounts; (3) accessing and leveraging data to drive account-related insights; (4) selecting and deploying the right technology stack for your ABM needs; and (5) executing campaigns and content.  There are multiple types of ABM program. Bacon categorized them as either “strategic” or “programmatic,” depending on the number of accounts selected for the ABM program. For example, if an organization has one customer who buys 55% of its volume (a massively strategic customer indeed) or 3 customers who buy 65% of its volume, then using ABM in either scenario would be strategic (1:1 or 1:3). Marketing and sales would need to be aligned around the key purchasers or influencers within that single account or 2-3 accounts, targeting messages to influence their buying decisions via the ABM program.  In “programmatic” ABM, marketing and sales might focus on all customers within a specific vertical or market segment. So maybe a software company sells to mid-sized manufacturers, who represent 20% of its overall revenue, all of whom have similar needs and pain points. In that case, the software company’s ABM program might develop and use “buyer personas” to target messaging to those manufacturing companies (say, 1:15) and customize content for that vertical’s needs and pain points.  6 common mistakes in ABM programs Bacon sees a lot of mistakes when organizations “do” ABM, and he shared some of the most common: 1. Beginning without a clearly-defined strategy.  Most important journeys require a clear roadmap, and ABM is no exception. That roadmap needs to include a plan for how marketing and sales will coordinate and align, how the targeted accounts will be selected, how technology will be deployed to support ABM, how campaigns will get executed, and much more. Ad hoc, let’s-see-what-happens ABM is worse than no ABM, because it destroys trust in an approach that has been consistently proven to work when it’s done right, with a solid strategy. 2. Not defining the aligned team.  Marketing cannot “do” ABM by itself, but must closely align with sales to define the key accounts, implement strategy and tactics, measure progress, and more. Alignment won’t happen by accident, so the leadership and members of both departments must closely collaborate to plan and structure shared communication and coordination. Alignment never happens by happenstance, but must become a strategic and structured priority. 3. Poor account selection.  If marketing goes to sales and asks them to select targeted accounts for a new ABM program, both departments must define a selection criteria in advance. Without a clear selection criteria, sales might simply put “underperforming accounts” into an ABM program, which is a certain recipe for failure. The goal of ABM is to focus, coordinate, and customize resources on fewer accounts or on accounts with similar profiles and pain points. Tossing a hodgepodge of underperforming, unrelated accounts into an ABM program is not ABM. It’s just a waste of resources. 4. Too many accounts in an ABM pilot program. Bacon recommends that organizations start small with ABM, so they can learn how to do ABM programs well before scaling them up across the organization. Thus, he suggests putting one or a few key accounts into a pilot ABM program, rather than 25 accounts. It will be easier to measure success and learn lessons at smaller scale than at larger scale. For ABM pilots, building capability is the prime goal while results are secondary (those will come later). 5. A lack of deep insight into accounts. ABM success, especially when a program focuses on 1-3 key accounts (i.e., is strategic), requires deep, almost personal insights into the account’s purchasing and decision-making. It’s not enough to map out the purchasing process on a flow chart, but you’ll also need to engage the key decision-makers and influencers on a personal level. What motivates these people psychologically, what do they want in the future? How do they feel about your organization and offerings? ABM programs thrive on pooling and leveraging deep, personal insights. Doing so takes both the right technology and an ability to develop long-term human relationships. 6. A lack of bespoke offerings, propositions, and content.  As the previous pitfall makes clear, your ABM program needs to “get personal” with key account decision-makers. Once you have personal insights, you’ll be leveraging them to inform the development of bespoke, personalized offerings, proposals, and content that connects directly with the decision-makers and pain points within the key account(s). ABM should never be generic or “off-the-shelf” with its messaging, although existing messaging can be tweaked and “creatively re-purposed” for your ABM accounts. As these 6 mistakes described above make clear, getting ABM right is harder than it looks. If you want to learn more about planning and executing a successful ABM program, and avoid the common mistakes described above, feel free to reach out  to us today.

Account-based marketing (ABM) focuses marketing and sales resources (budget, people, data, technology, etc.) around a predefined set of target accounts. While ABM has consistently been shown to boost return-on-investment  when compared to traditional marketing approaches, doing ABM “right” takes high quality data and maturity in your data management. As Sojourn managing director Dan Vawter says, “quality data and data management are foundational for any effective ABM program.” Data is ABM’s top challenge The key ingredients for success in nearly all approaches to marketing, but especially with ABM, are (1) knowing your customers, which requires data, and (2) leveraging what you know (i.e., data-driven insights) in order to send relevant messaging that facilitates customer conversion and propels the buying journey. ABM success requires accessing and leveraging high quality data at every step of the ABM process, having the capacity to transform data into actionable insights, and then acting upon those insights in a timely manner that enables funnel conversion. In other words, ABM needs a data infrastructure, especially since ABM targets larger buying groups and typically nurtures longer sales cycles. Doing ABM right in 4 steps To drive high impact ABM, from program set-up to every step of the buying journey, quality data and mature data management are must-haves. Here are four key steps to driving high impact ABM:  Defining your ABM objectives and identifying the “right” accounts to target. Aligning marketing and sales; getting and sharing as much information about your accounts as possible. Creating content tailor-made for account needs and distributing it to the right contact(s) at the right time.  Measuring results and optimizing your way to ROI. Let’s examine each of these steps in depth, with insights from Dan Vawter. Step 1: ABM planning, Identifying the “right” accounts to target   High-quality data is absolutely critical to ensure you select the right accounts to target for ABM efforts. You should develop an “ideal customer profile” before you begin selecting accounts, then use various types of data to determine which accounts are the “right” fit for your predefined profile. As Vawter describes ABM planning: “ABM requires that marketing create a plan with sales, identify accounts to target, figure out goals, key metrics, shared terminology, and service level agreements. You then collaboratively figure out your tiers, customer journeys, personas, and playbooks.” Firmographic data is essential for ensuring that you're targeting the right company accounts for your ABM efforts. For example, if your product’s price point is half a million dollars, you’re probably going to target bigger companies because smaller companies simply can’t afford to buy from you. If you’re selling technology solutions or SaaS, technographic data will be important for scoping out a target account’s existing tech stack and understanding what tools they might need next. Once you’ve decided on which accounts to include in your ABM program, you have to map out and identify the contacts who make up each account’s “buying group,” so you can target them with the right messaging that nurtures and converts. “With ABM,” says Vawter, “you need to engage on both the individual and the account level. So if you've got 10 people associated with a target account, it's really important to understand how all those people behave as individuals and then how they all fit together to impact group buying decisions.” That requires lots, and different types, of data. Step 2: Aligning, and getting as much information about accounts as possible Since the buying journey, especially at the account level, is non-linear and long, alignment and coordination between marketing and sales is essential to driving ROI. “You need alignment with anyone internally who impacts your target accounts, especially marketing and sales,” says Vawter. “ABM is a major effort, a bi-directional and multi-channel process of engaging with customers, listening to the signals they send out and responding with relevant messaging -- all that demands shared data and tight alignment.” Shared data -- whether demographic, firmographic, technographic and more -- is key for coordination and conversion within an ABM approach. While some data is relatively “passive” (demographics, such as contact name, job title), it’s also important to collect more dynamic and contextual data (at both the individual and account level) for ABM so you can respond to fluid situations and incoming signals that may trigger purchases. Personalization is about having data and using it to drive content relevance. “Quality data informs every single step of ABM,” says Vawter, “from account selection to ABM execution. Data needs to be shared to support the alignment of marketing and sales. Data informs ongoing discussions about strategy, execution, content, performance, and optimization.”  Step 3: Creating and distributing content tailor-made for account needs  With high quality data, B2B marketers can get experimental and determine what content is performing effectively. If the data shows that a certain creative asset has a better response rate from contacts than another, that signal can help you define your content approach moving forward. You can take that “content performance data” to help inform your discussions about the formats and types of content you create to better engage your accounts, as well as improve when and how you distribute that content.   Data serves as the fuel that drives the right content to the right accounts at the right time. “Data is critical for personalization,” says Vawter. “Your data and ABM metrics allow you to know what's working at the tactical level versus what's not. You really want to start small and test approaches and tactics, following the data and failing small. Get that measurement in place because you're going to figure out what works as you go along.” Step 4: Measuring results and optimizing ROI With data used for measurement, you can run ABM programs with an “experimental mindset,” making tweaks and improvements based on incoming data/feedback as you move forward. By definition, attribution is actionable. That's why you do it -- so you can say “this particular action or content drove this particular result.”  Aside from optimization, measurement and attribution are keys for reporting and gaining credibility within the C-suite. “An ABM program typically comes with a lot of visibility at a lot of levels within the organization,” says Vawter. “So you definitely need to have your measurement in place to gain credibility and leadership buy-in. Getting your data and data management ready is simply foundational for ABM at every step of the way.” To learn even more about managing your data to drive the effectiveness of your ABM, reach out to us here . To hear more from Dan Vawter on the importance of data and data management, watch this on-demand webinar  (free).

Account-based marketing  (ABM) focuses resources onto a limited number of highly-qualified target accounts, rather than spreading resources willy-nilly across all your leads. Identifying and engaging with those highly-qualified target accounts, the accounts most likely to buy from you, is enabled by quality data – the fuel propelling ABM’s revenue engine. Data and ABM An account-based marketer can use firmographic, technographic, and other types of data to better understand their target accounts, then move from insight to action to revenue generation, which is what ABM is all about. Data helps inform better engagement and personalized conversations around a target account’s particular needs. Intent data, for instance, allows both marketing and sales to reach out to accounts at the right time with specific information to help move the buyer’s journey forward. On an operational level, quality data can help marketing and sales teams align and coordinate in building key tools for ABM effectiveness, including: the list of target accounts, based on your ICP (more on this later); mapping an account’s key influencers; building lead scoring models and account priorities; leveraging predictive analytics to anticipate account needs.  Having high-quality data and being able to leverage it is an ABM-enabling capability that is itself enabled by MOPS maturity . Without MOPS maturity - including data management maturity - the focused account engagement of ABM becomes impossible. Data must be shared and operationalized with people, processes, and technology. Data flows through your CRM, your MAP, your CDP, and other parts of your tech stack in order to drive ABM’s revenue-generating engine. Data and defining your ICP   ABM is about focus. Gaining that focus means leveraging quality data (internal and external) to develop your “ideal customer profile” or ICP, working alongside sales to do so. Your ICP reflects an account’s “fit” for your offerings, and gets built from the criteria you select.   Internal and external data can provide a snapshot of the type of account that’s most favorably inclined toward your offerings. What’s the size of the companies who typically buy from you (small, mid-sized, enterprise)? Are they global or more localized? What other factors do they share that would likely bring them towards your solutions?  What industries do they work in? All the factors that make a prospect a potentially good fit for your offerings represents your defined ICP. You can also use data, internal and external, to identify “lookalike target accounts,” which are companies that share all the same attributes (perhaps gleaned from firmographic or technographic data) as the companies that have already purchased from you, but who you haven’t engaged with yet. Consider adding these “lookalikes” to your target account list for ABM. Data and driving non-linear buying journeys The B2B sales cycle can be long and winding. Despite the elegant visual representations of the sales cycle as a step-by-step linear journey from awareness to closing, the journey is anything but linear. It’s often one step forward and two steps back, then maybe a sidestep. Depending on a target account’s needs and buying processes, a prospect can spend weeks or months defining their needs, drafting an RFP, setting up a buying committee, researching potential solutions, developing a shortlist of options, evaluating proposals, and (finally) choosing a vendor/partner. Today, most of this complexity happens online and long before a prospect account ever reaches out to you.  By the time a prospect visits your website, reads about your offerings, and (if you’re lucky) fills out a form to get more information, they’ve already been researching your competitors for weeks or months and have made up their mind already. In fact, Forrester  estimates that prospects are anywhere from 66% to 90% done with their buying journey by the time they reach out to any vendor. Because the B2B buying funnel can be so lengthy, non-linear, and complex, account-based marketers simply can’t afford to passively wait until a prospect has filled out a form. What’s the solution? Having relevant, quality data at the right time so you can target and engage prospect accounts at the right time with the right messaging. Your ABM program must have the capacity to (1) identify and (2) address account needs with customized and coordinated messaging and content that moves buyers forward in their journey. Data and refining your target account list/ICP Prospect accounts are moving targets, so you’ll need to continually refine your approach to ABM, including how you target and engage accounts. For example, you should be using data on an ongoing basis to “recalibrate” your ICP and account lists at least annually, and perhaps quarterly. You’ll also need to leverage data dynamically to refine your account/lead scoring models and your predictive analytic capabilities. Quality data offers you the ability to “sense and respond” to account needs as they arise. Maybe a target account is more likely to need your offering after they’ve bought product X,Y, or Z. Monitor relevant intent data and account “trigger events” and be ready to shift engagement priorities as prospects move through their journey.  Data as fuel for ABM: A final word The better you know your target accounts and their behavior, the better you can engage them via ABM. When you use quality data to target the right accounts, the ones most likely to consider your offerings, you increase your ABM revenues/ROI. When you use data to engage those accounts in more personalized ways, having conversations that are driven by their needs as revealed by quality data, you have a successful, revenue-generating ABM program.  High-quality data is essential for finding your way to ABM success, at every step of the buying journey – data serves as your GPS, enabling you to read the signs and navigate your way to more revenues. Want to learn more about how you can improve your data quality in order to drive ABM success? We’re experts. Reach out to us here .

By focusing on personalized, data-driven marketing, ABM enables companies to engage with specific accounts more effectively than traditional broad-based approaches. However, the increased use of data in ABM also brings greater responsibility to ensure compliance with data privacy laws. With regulations like the General Data Protection Regulation (GDPR), the California Consumer Privacy Act (CCPA), and others gaining traction worldwide, companies must take proactive steps to protect personal data. Failing to comply can result in hefty fines, reputational damage, and loss of customer trust. Let's explore how to navigate the complexities of data privacy laws while leveraging an ABM platform to drive your marketing efforts. Understand the Data Privacy Regulations That Apply to Your Business Before diving into the specifics of compliance, it’s crucial to understand which data privacy laws apply to your business. Different regions have different regulations, and staying compliant often means adhering to multiple laws simultaneously. Key Data Privacy Laws to Consider: GDPR (General Data Protection Regulation): Applies to companies targeting or processing the personal data of EU citizens, regardless of where the company is based. CCPA (California Consumer Privacy Act): Protects the privacy rights of California residents and applies to businesses that meet certain criteria related to revenue, data processing, or customer base. PIPEDA (Personal Information Protection and Electronic Documents Act): Governs the collection, use, and disclosure of personal information in Canada. Suggestion: Conduct a comprehensive audit of your target markets to determine which data privacy regulations apply to your ABM efforts. Consult with legal experts to ensure compliance across all regions. Adopt a data minimization approach One of the core principles of data privacy laws like GDPR is data minimization. This means collecting only the data you need for specific, legitimate purposes. Over-collecting data can increase your risk of non-compliance and data breaches. Best practices for data minimization in ABM: Define Clear Data Collection Criteria : Only collect data that is essential for your ABM campaigns, such as job titles, company names, and professional contact information. Avoid Collecting Sensitive Personal Data : Steer clear of sensitive information like social security numbers, health data, or personal addresses unless absolutely necessary. Regularly Review Data : Implement a process to regularly review and purge outdated or unnecessary data from your ABM platform. Suggestion: Work with your ABM platform provider to configure data collection settings that align with data minimization principles. This can help reduce compliance risks and build trust with your target accounts. Obtain Explicit Consent for Data Collection and Processing Transparency is key when it comes to data privacy. Many regulations require businesses to obtain explicit consent from individuals before collecting or processing their data. This is especially important if you are targeting individuals within the EU under GDPR regulations. Tips for Gaining Consent in ABM: Use Clear Opt-In Forms: Ensure that your lead capture forms are clear, concise, and offer a straightforward opt-in option. Avoid using pre-checked boxes, as they may not comply with consent requirements. Provide a Detailed Privacy Policy: Include a link to your privacy policy in all data collection touchpoints, explaining how you collect, use, and protect personal data. Offer Opt-Out Options: Give your prospects the option to opt out of data collection or communications at any time. This builds trust and helps you stay compliant. Suggestion: Implement a consent management solution within your ABM platform to ensure that you are collecting, storing, and managing consent records in a compliant manner. Leverage Data Anonymization and Encryption To protect the personal data you collect through your ABM efforts, consider using data anonymization and encryption techniques. These practices can help you comply with data protection regulations while still enabling you to extract valuable insights from your data. How Anonymization and Encryption Can Help: Data Anonymization: Anonymizing data involves removing personally identifiable information (PII) so that it cannot be traced back to an individual. This can reduce your risk in case of a data breach. Data Encryption: Encrypting data ensures that even if unauthorized parties access it, they won’t be able to read or use it. Use end-to-end encryption for data in transit and at rest to enhance security. Suggestion: Work with your IT and data security teams to implement robust data anonymization and encryption protocols within your ABM platform. Ensure that your third-party providers are also compliant with these measures. Implement Data Governance Policies Data governance refers to the overall management of data availability, usability, integrity, and security. Having strong data governance policies in place is essential for ensuring compliance with data privacy laws and maintaining the trust of your target accounts. Key Elements of Effective Data Governance: Data Access Controls: Limit access to sensitive data to only those employees who need it to perform their jobs. Data Retention Policies: Establish clear guidelines for how long you will retain data and when it should be deleted. This helps you comply with data retention requirements. Regular Audits and Monitoring: Conduct regular data audits to ensure compliance with data privacy laws and identify any potential vulnerabilities. Suggestion: Develop a data governance framework that outlines your policies and procedures for managing data within your ABM platform. Train your marketing and sales teams on these policies to ensure consistent compliance. Use Privacy-Friendly Targeting Techniques ABM platforms offer advanced targeting capabilities, but it’s important to use them in a way that respects data privacy. For example, using third-party cookies and tracking pixels may raise compliance concerns, especially under GDPR and CCPA regulations. Privacy-Friendly Targeting Methods: First-Party Data: Focus on collecting first-party data through direct interactions with your target accounts, such as website visits, form submissions, and email engagements. Contextual Targeting: Use contextual targeting to deliver personalized content based on the context of a user’s visit rather than relying on personal data. IP Address Targeting: While targeting by IP address can be effective, be aware of privacy laws that may restrict its use, particularly in regions like the EU. Suggestion: Evaluate your ABM platform’s targeting capabilities and adjust your settings to prioritize privacy-friendly methods. This can help you stay compliant while still achieving your marketing objectives. Stay Updated on Evolving Data Privacy Laws Data privacy regulations are constantly evolving, with new laws being introduced and existing ones being updated. Staying compliant requires ongoing vigilance and adaptability. How to Stay Informed: Subscribe to Industry Newsletters: Keep up with the latest developments in data privacy laws by subscribing to industry newsletters and legal updates. Work with Legal Experts: Partner with legal experts who specialize in data privacy to conduct regular compliance reviews of your ABM platform and practices. Regular Training and Education: Continuously educate your marketing and sales teams on data privacy best practices to ensure compliance. Suggestion: Establish a compliance task force within your organization that is responsible for monitoring data privacy laws and updating your ABM practices accordingly. Final thoughts... Ensuring compliance with data privacy laws is a critical aspect of running a successful ABM strategy. By adopting a data minimization approach, obtaining explicit consent, leveraging anonymization and encryption, and implementing robust data governance policies, you can protect your organization from legal risks while building trust with your target accounts. At Sojourn Solutions, we specialize in helping B2B organizations optimize their ABM strategies while staying compliant with data privacy regulations. Ready to take your ABM efforts to the next level?  Contact us today for a consultation on how to integrate compliance into your ABM strategy.

Unlike traditional marketing approaches that cast a wide net, ABM focuses on identifying and engaging specific key accounts with personalized strategies. The goal? Building deeper relationships, accelerating the sales cycle, and increasing revenue. However, ABM often requires significant investments in time, resources, and technology. This can make it challenging to get buy-in from stakeholders who are looking for measurable ROI and quick wins. The key to sustaining ABM initiatives is demonstrating their long-term value to stakeholders. So, how can you effectively communicate the benefits of ABM and showcase its impact over time? Set Clear, Measurable Goals Aligned with Business Objectives The first step in proving the long-term value of ABM is to establish clear, measurable goals that align with your organization's broader business objectives. Stakeholders are more likely to support initiatives that are directly tied to revenue growth, customer retention, and overall company performance. Key Metrics to Track: Revenue Growth from Target Accounts: Show how ABM contributes to closing deals with high-value accounts. Pipeline Velocity: Measure how quickly target accounts move through the sales pipeline compared to non-ABM accounts. Customer Lifetime Value (CLTV): Demonstrate the increased value of long-term relationships with key accounts. Net Promoter Score (NPS): Highlight improvements in customer satisfaction and loyalty among target accounts. Suggestion: Develop a dashboard that tracks these metrics and aligns them with your company's strategic goals. Regularly share updates with stakeholders to demonstrate progress. Emphasize the Quality Over Quantity Approach ABM is not about generating a high volume of leads; it's about targeting and converting high-value accounts that are more likely to become long-term, profitable customers. This focus on quality over quantity can be a game-changer, but it may require a shift in mindset for stakeholders accustomed to traditional lead generation metrics. Key Points to Highlight: Higher Conversion Rates: Emphasize that ABM campaigns typically yield higher conversion rates due to personalized outreach. Increased Deal Size: Showcase data that proves ABM leads to larger deal sizes compared to traditional marketing methods. Stronger Account Relationships: Illustrate how ABM fosters deeper, more meaningful relationships with key accounts, leading to repeat business and upsell opportunities. Suggestion: Share case studies and success stories that highlight the impact of ABM on specific accounts. This can help stakeholders visualize the long-term potential of ABM. Leverage Data and Analytics to Prove Impact Data is your best friend when it comes to demonstrating the value of ABM. By leveraging analytics, you can provide concrete evidence of how your ABM efforts are driving results. What to Track: Account Engagement: Use tools like intent data, website analytics, and engagement scores to show how target accounts are interacting with your brand. Marketing Influence on Pipeline: Track the influence of ABM campaigns on the sales pipeline, showing how marketing efforts are driving pipeline growth. Attribution Models: Implement multi-touch attribution models to demonstrate how different ABM touchpoints contribute to revenue. Suggestion: Create regular ABM performance reports that include data visualizations and insights. Present these reports to stakeholders in quarterly business reviews (QBRs) to keep them informed of your progress. Highlight the Long-Term ROI of ABM ABM is a long-term strategy that may not deliver immediate results, but its benefits compound over time. To secure stakeholder buy-in, you need to highlight the long-term ROI of your ABM efforts. Key Benefits to Showcase: Reduced Customer Acquisition Costs: By focusing on high-value accounts, ABM can reduce the cost of acquiring new customers. Increased Customer Retention: ABM's personalized approach fosters loyalty, leading to higher customer retention rates. Upsell and Cross-Sell Opportunities: ABM can help you identify and capitalize on upsell and cross-sell opportunities within existing accounts. Suggestion: Develop a financial model that projects the long-term ROI of your ABM strategy. Include metrics like customer retention, upsell potential, and reduced churn to illustrate the full financial impact. Showcase Wins and Success Stories One of the most effective ways to demonstrate the value of ABM is by showcasing wins and success stories. Real-life examples can help stakeholders see the tangible impact of your efforts and understand why ABM is worth the investment. How to showcase success: Case Studies: Develop detailed case studies that highlight specific ABM campaigns, tactics, and results. Customer Testimonials: Share testimonials from target accounts that have experienced exceptional value from your personalized approach. Before-and-After Comparisons: Use before-and-after comparisons to illustrate how ABM has improved key metrics like engagement, deal size, and conversion rates. Suggestion: Create a dedicated section in your internal communications or intranet for ABM success stories. Regularly update this section with new wins to keep stakeholders informed and engaged. Facilitate Regular Communication and Collaboration Keeping stakeholders informed about your ABM strategy is essential for maintaining buy-in and support. Regular communication and collaboration can help you build trust and ensure that everyone is aligned on the goals and outcomes of your ABM efforts. Best practices for communication: Regular Check-Ins: Schedule monthly or quarterly meetings with key stakeholders to review ABM performance and discuss future plans. Transparent Reporting: Provide stakeholders with transparent reports that outline both successes and challenges. Honesty builds credibility. Cross-Functional Collaboration: Involve stakeholders from sales, marketing, and customer success teams in your ABM planning and execution. This fosters a sense of ownership and alignment. Suggestion: Develop a communication plan that outlines how and when you will update stakeholders on ABM performance. Use this plan to ensure consistent and transparent communication. Invest in Training and Education ABM is a complex strategy that requires a deep understanding of both marketing and sales processes. Investing in training and education for your teams and stakeholders can help build confidence in your ABM approach. Training Focus Areas: ABM Best Practices: Provide training on ABM frameworks, tools, and techniques to ensure everyone understands the strategy. Sales and Marketing Alignment: Offer workshops that focus on fostering collaboration between sales and marketing teams. Data and Analytics: Train your teams on how to use data to measure ABM success and make data-driven decisions. Suggestion: Develop a training program or partner with an ABM consultant to provide ongoing education and support for your teams and stakeholders. Final thought... Demonstrating the long-term value of ABM requires a strategic approach that combines clear goal-setting, data-driven insights, and consistent communication. By aligning your ABM efforts with business objectives, leveraging data to prove impact, and showcasing success stories, you can secure the buy-in you need from stakeholders and ensure the sustainability of your ABM initiatives. At Sojourn Solutions, we specialize in helping B2B organizations maximize the value of their ABM strategies. Our experts can guide you in developing a data-driven, results-oriented ABM program that delivers real business results. Ready to prove the value of ABM to your stakeholders?   Contact us today for a personalized consultation on how to get the most out of your ABM. 🚀

For most B2B companies, Account-Based Marketing (ABM) has proven to be a powerful strategy for targeting high-value accounts with personalized marketing efforts. However, the challenge lies not just in winning those accounts but in keeping them engaged over the long term. Building lasting relationships with key accounts can unlock steady revenue growth and improve customer loyalty - but achieving this requires a thoughtful, long-term approach. Here we look at some potential strategies for fostering long-term engagement with key accounts using ABM, from personalized content and consistent value delivery, to proactive communication and technology integration. Focus on Deep Personalization ABM’s strength lies in its personalized approach, and long-term account engagement requires going even deeper into understanding and addressing each account's evolving needs, challenges, and goals. In addition to segment-level personalization, consider individual decision-makers and influencers within each account to ensure that every interaction adds value. Here ’s how: Use data-driven insights  to continuously refine your understanding of each account, from their industry trends to specific pain points and upcoming initiatives. Create individualized experiences  that speak to different roles within the account, such as specific content or events for C-level executives, product managers, or procurement teams. Maintain an evolving content strategy  that addresses current needs and anticipates future ones, aligning with where they are in their business lifecycle. By focusing on highly relevant, personalized interactions, you show the account that they’re more than just a customer—you’re invested in their success. Deliver Consistent Value with Tailored Solutions After the initial sale, it’s important to keep providing tangible value to accounts to reinforce why they chose your company. This goes beyond simply providing excellent products or services; it requires offering tailored solutions that help them achieve their specific goals. Tactics include: Offering exclusive access   to insights, case studies, or research reports relevant to their industry. Providing tailored product updates  or features that specifically address their unique challenges. Collaborating on custom solutions  by involving account managers and product development teams in regular check-ins with the account to brainstorm ideas that meet their needs. When accounts feel that you are constantly adding value and adapting your offerings to their needs, they’re more likely to stay engaged and loyal. Implement Proactive Account Health Monitoring For ABM to drive long-term engagement, it’s essential to proactively monitor account health and address issues before they escalate. Using data analytics and AI, marketing teams can track engagement levels, product usage patterns, and satisfaction indicators to identify at-risk accounts or opportunities for growth. Key steps include: Setting up real-time alerts  for changes in engagement levels or usage that may signal a problem. Regularly surveying customer satisfaction  through targeted feedback forms or surveys to understand account health from the customer’s perspective. Creating “red flag” indicators  that alert account managers if specific risk factors, such as reduced engagement or feedback on unmet needs, arise. With a proactive approach to account health, your team can spot warning signs early, allowing you to intervene and keep the relationship on track. Emphasize Cross-Functional Collaboration for Account Success Maintaining long-term engagement with key accounts requires collaboration across departments. When ABM is supported by coordinated efforts from marketing, sales, customer success, and product teams, it’s easier to address a range of account needs more effectively. For instance: Account managers and customer success teams  can provide insights from direct client interactions, which marketing can use to refine content and messaging. Product teams can gather feedback  to make product updates and feature improvements that align with customer needs. Sales teams can work with marketing  to identify expansion opportunities, such as cross-selling or upselling. This coordinated approach ensures that accounts receive a consistent, value-driven experience across all touchpoints, reinforcing engagement and loyalty. Stay Top-of-Mind with Targeted Content Marketing An ongoing content strategy is essential for nurturing long-term relationships in ABM. However, rather than bombarding accounts with general information, focus on targeted, high-value content that speaks directly to their priorities and challenges. Consider: Regularly scheduled account-based newsletters  with curated articles, updates, and insights relevant to each account’s industry and goals. Exclusive webinars or workshops  that offer in-depth insights on emerging trends, best practices, and innovative solutions tailored for specific accounts. Case studies and success stories  from within the account’s industry that demonstrate how others are achieving success with your products. Staying top-of-mind through strategic content marketing helps maintain engagement, position your company as a valuable resource, and strengthen the client relationship over time. Host High-Impact, Exclusive Events Events, whether virtual or in-person, offer a valuable opportunity to strengthen relationships and demonstrate thought leadership. B2B companies can use ABM-driven events to engage key accounts with tailored agendas and networking opportunities. Effective event options include: Exclusive industry roundtables  for a small number of high-value clients to discuss industry challenges, best practices, and solutions. Customized workshops or training sessions  tailored to help key accounts maximize the value of your products or services. Annual VIP events  that bring together top accounts, featuring keynote speakers, breakout sessions, and networking opportunities that provide meaningful takeaways. These high-impact events position your company as a thought leader, show commitment to the success of each account, and give clients direct access to your company’s expertise and network. Develop an Account-Based Loyalty Program To encourage long-term engagement and retention, consider developing a loyalty or rewards program specifically for high-value accounts. While loyalty programs are more common in B2C, B2B companies can tailor these programs to offer unique benefits and privileges. Examples include: Tiered discounts  based on tenure or spending, offering additional value to long-term clients. Access to beta testing for new features  or products, allowing loyal accounts to provide feedback and feel invested in your company’s development. Specialized support and training resources  as an added perk for high-spending or long-term accounts. A well-designed loyalty program not only fosters deeper engagement but also rewards accounts for their partnership, further building loyalty and trust. Continuously Adapt and Innovate Your ABM Strategy A dynamic, evolving ABM strategy is essential for keeping accounts engaged over the long term. Regularly review and adapt your approach based on account feedback, industry trends, and changing account needs. Steps to consider include: Regularly updating account data  and using it to refine target segments, messaging, and offers. Investing in new technologies  like AI and machine learning to enhance personalization and predictive analytics capabilities. Conducting quarterly business reviews  to discuss account performance, upcoming initiatives, and feedback, using insights to adjust the strategy. By continuously improving and innovating your ABM approach, you ensure that it remains relevant and valuable to your accounts, helping to sustain long-term engagement. Final thought: Driving sustained engagement through ABM Keeping accounts engaged over the long term with an ABM strategy requires a commitment to personalized experiences, proactive account management, and value-focused interactions. By implementing a thoughtful mix of strategies, such as deep personalization, proactive monitoring, targeted content, and exclusive events, B2B companies can transform ABM from a one-time initiative into an ongoing partnership-building approach. Ultimately, long-term account engagement is about showing customers that you’re dedicated to their success—through every stage of the relationship. For all businesses, leveraging these ABM strategies can help secure high-value accounts, enhance customer satisfaction, and build lasting, profitable partnerships. Speak to us today and find out how we can help you unlock the full potential of Account-Based Marketing!

Account-Based Marketing (ABM) has become a game changer for companies looking to drive growth and maximize their marketing investments. By focusing on high value accounts, ABM helps businesses achieve greater precision, personalization, and ROI. However, one of the most critical - and challenging - components of a successful ABM strategy is achieving alignment between sales and marketing teams. Misalignment between these teams can lead to inconsistent messaging, wasted resources, and missed opportunities. In fact, research from LinkedIn shows that 58% of marketers believe sales and marketing alignment improves customer retention, while 55% believe it enhances customer satisfaction. So, how do you ensure that your sales and marketing teams are working in harmony when adopting an ABM approach? Let's dive in. Why Sales and Marketing Alignment Is Crucial for ABM Before we explore the strategies to achieve alignment, it's important to understand why it matters so much in the context of ABM. Unified Account Targeting ABM focuses on identifying and targeting specific high-value accounts, which means both sales and marketing teams need to agree on which accounts to prioritize. Misalignment in this area can result in conflicting efforts, diluted messaging, and lost opportunities. Consistent Messaging and Personalization ABM thrives on delivering personalized and relevant content to engage decision-makers within target accounts. A disconnect between sales and marketing can lead to inconsistent messaging, which can confuse prospects and weaken your brand's credibility. Improved Efficiency and ROI When sales and marketing teams are aligned, they can coordinate their efforts more effectively, leading to increased efficiency, shorter sales cycles, and higher ROI. Aligned teams are 67% more effective at closing deals, according to a report by Marketo. Strategies for Aligning Sales and Marketing in an ABM Strategy Achieving alignment between sales and marketing requires intentional planning, communication, and collaboration. Here are some proven strategies to help you get there: Establish Shared Goals and KPIs The foundation of sales and marketing alignment is having shared goals and metrics. Instead of focusing solely on traditional metrics like MQLs (Marketing Qualified Leads) and SQLs (Sales Qualified Leads), consider metrics that reflect the joint efforts of both teams, such as: Account Engagement Score: A measure of how engaged your target accounts are with your brand. Pipeline Influence: The impact of ABM campaigns on pipeline growth and acceleration. Revenue from Target Accounts: The amount of revenue generated from your high-value accounts. Customer Lifetime Value (CLTV): A measure of the long-term value of acquired accounts. Suggestion: Schedule a collaborative meeting between sales and marketing to define shared KPIs that align with your ABM strategy. Make sure these goals are clearly communicated and understood by both teams. Create an Ideal Customer Profile (ICP) Together Your ABM strategy is only as good as your targeting. One of the biggest reasons for misalignment is a lack of clarity around who the target accounts should be. Sales and marketing teams should collaborate to develop a unified Ideal Customer Profile (ICP) that outlines: Industry and company size Pain points and challenges Buying intent signals Key decision-makers and influencers Suggestion: Host a workshop with sales and marketing to create or refine your ICP. Use data from past successful deals, CRM insights, and customer feedback to inform your criteria. Leverage Technology to Foster Collaboration In many organizations, sales and marketing operate in silos, using different tools and technologies that don't communicate with each other. This can lead to data inconsistencies and missed opportunities for collaboration. To bridge this gap: Adopt an ABM platform  that integrates seamlessly with your CRM and marketing automation tools. Utilize shared dashboards  to track account engagement, campaign performance, and pipeline status in real-time. Use collaboration tools  like Slack, Microsoft Teams, or Trello to keep communication lines open and transparent. Suggestion: Invest in an ABM technology stack that supports cross-functional collaboration. Ensure both sales and marketing have access to the same data and analytics for a unified view of target accounts. Develop a Joint Account-Based Playbook A playbook serves as a strategic guide that outlines how sales and marketing will collaborate on each stage of the ABM journey, from account selection to engagement and conversion. This can include: Target account selection criteria Content and messaging frameworks Engagement tactics for each stage of the buyer journey Follow-up processes and handoff procedures Suggestion: Create a shared ABM playbook that aligns your sales and marketing teams on roles, responsibilities, and expectations. Regularly update the playbook based on performance data and feedback. Implement Regular Alignment Meetings Consistency is key when it comes to alignment. Regular check-ins between sales and marketing ensure that both teams are on the same page and can quickly address any challenges or changes in strategy. Consider implementing: Weekly sync meetings  to review account engagement and pipeline progress. Monthly strategy sessions  to refine targeting and tactics based on data insights. Quarterly business reviews (QBRs)  to assess the overall impact of your ABM strategy and adjust goals accordingly. Suggestion: Establish a cadence for regular alignment meetings. Make these meetings a priority and involve both sales and marketing leadership to ensure accountability. Align Content Strategy with Sales Needs ABM requires highly personalized content that speaks directly to the needs of each target account. However, creating this content in a vacuum can lead to misalignment. Sales teams often have valuable insights into the challenges and objections that prospects face, which can inform your content strategy. Involve sales in content planning: Get input from sales reps on what content is resonating with prospects and what gaps exist. Create sales enablement resources: Develop tailored assets like case studies, whitepapers, and one-pagers that sales teams can use to engage target accounts. Suggestion: Set up a feedback loop where sales teams can share insights with marketing on what content is most effective. Use these insights to continually refine your content strategy. Celebrate Wins and Share Success Stories Recognizing and celebrating joint wins can strengthen the partnership between sales and marketing. When both teams see the tangible results of their collaboration, it reinforces the value of alignment and motivates them to work together more closely. Share success stories  in company-wide meetings or newsletters. Recognize top-performing team members  from both sales and marketing. Analyze successful campaigns  to identify best practices that can be replicated. Suggestion: Create a shared space (like a Slack channel or internal newsletter) where sales and marketing can celebrate wins, share success stories, and recognize each other's contributions. Final thought... Aligning sales and marketing teams is critical for the success of any ABM strategy. By establishing shared goals, leveraging technology, and fostering regular communication, B2B companies can create a unified approach that drives higher engagement, shorter sales cycles, and increased revenue. At Sojourn Solutions, we specialize in helping B2B organizations achieve sales and marketing alignment through customized ABM strategies. Our experts can guide you in developing a unified approach that maximizes your marketing investments and drives real business results. Ready to supercharge your ABM strategy? Contact us today to learn how we can help you align your sales and marketing teams for success!

Since the joint venture between Virgin Media and O2 in 2021, the combined company, VMO2, has been on a transformative journey. At Sojourn Solutions, we have had the privilege of working alongside their Marketing Operations team to support this transformation - helping to streamline operations, optimise costs, and strengthen in-house capabilities. The result? A high-performing, data-driven digital marketing engine that’s helping VMO2 Business deliver measurable results and drive continuous improvement. From the outset, the focus was clear: create a unified brand and marketing strategy across the combined Virgin Media and O2 business customer base. Central to this was the consolidation of marketing operations, bringing together disparate systems, teams, and technologies. Working closely with VMO2, we helped define a target operating model that would enable the business to shift from reliance on external agencies, to an in-house team with deep expertise across paid media, SEO, and data analytics. As Pedro Da Silva, Head of Digital Media & Marketing Operations at VMO2 , noted: “ By in-housing these key capabilities, we’ve not only reduced costs but gained greater control over our digital marketing efforts. We can now act with agility, responding in real-time to insights and delivering more targeted, efficient campaigns .” A critical aspect of this transformation was ensuring the right MarTech foundation. The consolidation of customer and prospect data, alongside the integration of CRM, MAP, and analytics systems, laid the groundwork for a robust and scalable marketing operation. With the support of Sojourn Solutions, VMO2 implemented a comprehensive tagging and tracking strategy, enabling the team to capture and leverage data across channels more effectively. “ Getting the right foundations in place was key, ” said Da Silva. “ 2023 was about consolidating and optimising our data and processes. Now, in 2024, we’re seeing the impact of that work come to life, with integrated, data-driven strategies that allow us to engage more meaningfully with our audience. ” In addition to optimising digital media and marketing technology, VMO2 introduced new tools such as Rev.Up for business intelligence and Visitor Intelligence for lead tracking. This enabled deeper insights into customer behaviour and allowed for more precise targeting. The shift from a campaign-specific approach to a holistic, always-on strategy has made a significant difference. “ We are building a performance marketing team that is not only data-informed but data-driven. This shift has moved us from being seen as a support function to a strategic partner within the organisation, ” Da Silva added. “ And the work never stops—continuous optimisation and improvement are now part of our DNA. ” At Sojourn Solutions, we are proud to have supported VMO2 Business on this journey, helping them to consolidate, standardise, and elevate their digital marketing and MOPs capabilities. The results speak for themselves: improved cost efficiency, reduced reliance on external agencies, and a performance marketing team that is driving significant business impact.