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April 11, 2017 Marketing

How to Avoid the Pitfalls of Account-Based Marketing

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By Sonja Fridell

Account-based marketing allows you to focus campaigns directly to sales and marketing resources as a whole entity. Alternatively, it allows you to view all contact-level engagement to find your best prospects within each company. Searching for a marketing automation platform that meets the needs and goals of your business is not an easy task. We’re here to help! BrainSell is hosting a free webinar on Account-Based Marketing on Thursday, April 13th at 2:00 PM EDT. Do you want to learn more about how to avoid the pitfalls of account-based marketing? Register below for the webinar!

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5 Steps to Avoid the Pitfalls of Account-Based Marketing

Small mistakes are bound to happen with new systems. However, with ABM it’s easy to avoid the larger mistakes. The following list of “what not to do” when setting up an ABM program will help your company avoid the pitfalls of account-based marketing.

1) Don’t use ABM to get new logos

Don’t focus all of your time and energy on a few accounts just to get the logos. You’ll miss out on accounts that are easier to convert and often more profitable.

2) Don’t assume ABM is complex, expensive, and slow to yield benefits

In the past, ABM required a lot of money, time and a big marketing team. Now with modern technology, ABM has advanced. You’ll see results quickly if you start small with the technology you already have. Then you can build on your success.

3) Don’t brag about your team’s devotion to key accounts

It’s normal to celebrate big wins, but be cautious. Your other customers may feel less important to you. Make sure all of your customers feel the love.

4) Don’t give sales the key to the ABM machine

ABM relies on the alignment between sales, marketing and customer service teams. Teamwork is required in order for ABM to be successful, so these groups must share the responsibility, accountability and credit.

5) Don’t assume ABM will fix your broken process

Your technology should strengthen any existing process. If you have the right process, technology will make it better. However, if you have a bad process, technology can’t save it. Don’t purchase an ABM program to fix your broken process.

Interested in learning more? BrainSell is hosting a free webinar on Account-Based Marketing on Thursday, April 13th at 2:00 PM EDT. Register here: ABM

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author bio

Sonja Fridell

Sonja is very active in architecting CRM, ERP and marketing automation solutions for clients across North America. As an ex-journalist, she is adept at exploring a client’s needs and coming up with cutting edge, elegant solutions that fit, drive adoption, and create real results.

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