In the world of account-based marketing (ABM), success often comes down to strategy, data, and alignment.
In a recent episode of ABM Answered, we reached out to Ryan Moline, Director of Product Marketing at Demandbase, to dive into the real challenges ABM marketers are facing today.
Ryan shared invaluable insights into seven common pain points, offering practical advice and a lighthearted take on navigating the complex world of ABM.
If you’re in the B2B or ABM space, this is a must-read.
1. Identifying and Understanding Your Target Accounts
When it comes to ABM, it all starts with knowing who you're talking to. Ryan's approach is a masterclass in precision:
Define Your Ideal Customer Profile (ICP): Use historical data to analyze wins, losses, and market fit.
Leverage Intent Data: Ryan advocates for identifying signals that indicate buying interest. Bombora’s intent data enables marketers to prioritize accounts showing the highest intent and nurture those still in research mode.
Go Deep: Understand the stakeholders within your target accounts and the triggers that signal readiness to engage.
By marrying ICP exercises with intent data, ABM marketers can ensure their efforts land in the right inboxes at the right time.
2. Standing Out in a Crowded Market
Differentiation is the name of the game in B2B. Bombora sets itself apart with ethically sourced, first-party intent data that prioritizes contextual relevance.
Ryan explains it best: “If I’m targeting Apple as a keyword, I want to make sure my ad lands on a page about Apple hardware, not on a recipe site discussing apple pies.”
The lesson? Invest in tools and strategies that guarantee your message hits where it counts. Context isn’t just king—it’s everything.
3. Generating High-Quality Leads
Forget the old-school inbound model, says Ryan. Today’s ABM marketers need a multi-channel strategy:
Flip the Funnel: Instead of waiting for leads to come to you, use intent data to proactively target high-value accounts.
Multi-Touch Precision: Engage prospects across multiple channels with consistent messaging tailored to their stage in the buying cycle.
Avoid Lead Overload: Focus on lead quality, not just volume. Intent signals help identify which accounts are ready for a conversation, saving sales teams valuable time.
“It’s all about surround-sound marketing,” Ryan explained. “You want your message to resonate from all angles.”
4. Sales and Marketing Alignment: The Secret Sauce
Misalignment between sales and marketing teams can doom even the best ABM strategies. Ryan stresses the importance of:
RevOps as the Backbone: Clean, consistent data shared across teams is a game-changer.
Unified Messaging: From SDRs to AEs, everyone should speak the same language. Intent data helps craft a shared narrative that resonates with both teams and prospects.
Top-Down Commitment: Alignment starts with leadership. CMOs and CROs must set the tone for collaboration.
With the right processes and shared goals, sales and marketing can work as a seamless unit.
5. Content Marketing That Resonates
B2B content marketing is evolving rapidly, and traditional formats are losing their shine. Ryan offers a fresh perspective:
Value-First Content: Focus on creating materials that genuinely help your audience.
Keep It Short and Sweet: Think bite-sized videos or immersive, interactive experiences.
Innovate: Experiment with new formats, like mixed reality rooms, to stand out in a crowded content landscape.
“It’s all about being memorable and becoming the go-to resource for your audience,” Ryan said.
6. Navigating Long B2B Sales Cycles
Enterprise sales cycles are notoriously lengthy, but Ryan suggests ways to stay top of mind:
Build Relationships: Trust is critical, especially in enterprise sales.
Multi-Thread Your Outreach: Engage multiple stakeholders across the organization to ensure momentum doesn’t stall.
Nurture Strategically: Use content and touchpoints to keep prospects engaged, even during slow periods.
Patience and persistence win the race.
7. Adapting to Rapid Market Changes
In today’s fast-moving landscape, adaptability is crucial. Ryan advises:
Track Trends, Not Just Data: Look for patterns in intent data to understand shifts in the market.
Stay Informed: Be hyper-aware of changes in your industry and your competitors’ strategies.
Be Intentional: Avoid knee-jerk reactions to market changes. Instead, develop thoughtful strategies to pivot effectively.
Flexibility is key to staying ahead of the curve. As Ryan advised: "Flexibility is key, but intentionality is what keeps you on course"
Final Thoughts
Account-based marketing is as much an art as it is a science. By blending data-driven insights with human creativity and a deep understanding of your audience, you can tackle even the toughest ABM challenges.
Ryan summed it up perfectly: “It’s about meeting people where they are, understanding what they need, and delivering value at every stage of the journey.”
Want to learn more from Ryan? Connect with him on LinkedIn or reach out at rmoline@bombora.com.
What’s Next?
Dive deeper into ABM strategies by exploring more episodes of ABM Answered. Whether you’re new to account-based marketing or a seasoned pro, there’s always something new to learn.
Comments