The B2B marketing world keep evolving with more a common trend suggesting that we should operate more like B2C marketers, but why is that the case?
Last year on the ABM Answered series, we were blessed with the opportunity to interview Mariska van Beukering, [now] Vice President of Marketing at nLighten, to dive into some of the challenges and opportunities in ABM.
During our conversation, which was meant to be seven minutes (let’s be honest, slightly more), we addressed seven burning questions submitted by more than a thousand marketers who shared their struggles and goals in the ABM space.
Drawing from her diverse career spanning B2C sectors like spirits and whiskeys to cutting-edge tech, Mariska brought a truly unique perspective to the table.
In this blog, we unpack her invaluable tips, insights, and strategies for overcoming seven common ABM challenges.
Whether you’re wrestling with ROI measurement or struggling to align your team, you’ll find plenty here to inspire your next move.
1. The Biggest Challenge: Selecting and Messaging the Right Accounts
Mariska didn’t mince words, choosing the right accounts is no walk in the park.
The secret sauce? It starts with defining a clear Ideal Customer Profile (ICP) and getting cross-departmental alignment on what that looks like.
She emphasized the importance of:
Including current customers in your ABM strategy. It’s easy to focus on net-new accounts, but nurturing existing relationships can yield substantial growth.
Crafting personalized messaging that highlights the unique value of your product or service.
Being agile and open to reassessment. Some accounts might seem like a great fit initially but may need to be replaced as insights evolve.
When asked about how many accounts to target, Mariska pointed out that resources and goals play a huge role. For brand awareness? Cast a wider net. For revenue-driven goals? Focus on a smaller, high-value group.
2. The ROI Conundrum: Measuring Success
Measuring ABM campaign ROI remains a top challenge. Mariska championed alignment between marketing and sales, especially on shared KPIs.
She highlighted Forrester’s stat that it takes 17 interactions to close a deal, showing just how collaborative ABM needs to be.
Her tips for tackling attribution challenges:
Use advanced analytics and attribution models to track efforts across the buyer journey.
Celebrate successes, whether it’s a webinar attendance or a demo request, to build momentum across teams.
On the marketing vs. sales contribution to touchpoints, Mariska suggested it’s not a clean 50/50 split anymore.
Marketing often leads the charge in early stages, especially for new accounts, while sales takes over in the later, more conversion-focused phases.
3. Gaining Insights into Target Accounts
What’s the best way to understand your target accounts?
According to Mariska, it’s a mix of intent data, predictive analytics, and even conversational AI. These tools offer insights into online behaviors, interests, and readiness to buy.
But she also flagged the importance of not blindly trusting the data. "Someone still needs to interpret it," she said, stressing that human oversight ensures insights are actionable and aligned with your strategy.
4. Time-to-Market Pressures
ABM campaigns are notorious for long setup times. Mariska stressed the importance of leadership involvement to avoid delays caused by shifting priorities.
Her advice? Set clear goals, agree on resources upfront, and review priorities periodically.
Leadership should act as gatekeepers for new requests, ensuring the focus stays on what matters most.
5. Managing Multiple Campaigns Simultaneously
Juggling strategic, light, and programmatic ABM campaigns is no small feat.
Mariska emphasized the importance of prioritization:
Allocate resources based on goals. For instance, dedicate 60% to a high-impact strategic campaign and 40% to lighter initiatives.
Use cross-functional collaboration and clear KPIs to keep teams aligned.
Stay agile by regularly evaluating progress and reallocating resources as needed.
6. Aligning the ABM Team
For Mariska, communication is key. She stressed the importance of:
Regular stand ups and using centralized tools like dashboards to ensure everyone is on the same page.
Investing in training and skill development, especially since no two ABM campaigns are the same.
Celebrating wins to keep teams motivated. "Success stories energize teams and drive them to keep going," she added.
7. Keeping Up with Trends and MarTech
As the MarTech landscape evolves, marketers need to be discerning. Tools like intent data platforms and predictive analytics are exciting, but they’re only as good as the marketer interpreting the data.
Beyond technology, Mariska highlighted three key trends for 2024:
Privacy and data ethics: Marketers must navigate growing concerns around how customer data is used.
Customer experience innovation: Think voice search, AR, and immersive experiences.
Sustainability and inclusivity: Buyers are increasingly demanding socially responsible practices, making this a key differentiator for brands.
Wrapping Up: The Human Touch in ABM
Mariska ended on a powerful note: "People buy from people."
While technology, data, and tools are crucial, human connection and authenticity remain at the heart of successful ABM.
From aligning with customer values to delivering personalized experiences, it’s clear that standing out in the crowded B2B space requires both a strategic mindset and a human touch.
Final Thoughts
When Mariska was asked if she had a question for our next guest, she posed a thought-provoking one: How are companies embedding diversity and inclusion into their marketing strategies? It’s a crucial topic that resonates with the evolving landscape of ABM.
As we continue to explore the challenges and opportunities within Account-Based Marketing, we’ll take Mariska’s lead and dive deeper into this important discussion in our next interview. Stay tuned!
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