When it comes to aligning sales and marketing teams, there are often two perspectives. One group sees alignment as essential for success, while the other might not prioritize it.
But does alignment really matter in Account-Based Marketing (ABM)? And if so, why is it so important?
Emily Yorke-Goldney, Strategy and Business Director at Clarify, has not only explored these challenges but also shared clear, practical insights, from aligning sales and marketing teams to cutting through the B2B noise.
Her actionable strategies and unique perspectives provide valuable lessons for anyone looking to bring their teams together and achieve better ABM results.
Here’s a breakdown of her insights.
1. Diverse Understandings of ABM Within Organizations
One of the biggest hurdles in ABM is getting everyone on the same page. Emily noted that opinions on what ABM actually is can vary widely within organizations.
Her approach? Start with a "zoomed-out view" of sales and marketing strategy. Clarify, a company uniquely set up with integrated sales and marketing teams, often begins by aligning everyone on the fundamentals.
"It doesn’t matter who’s driving the program, whether it’s client side, agency side, or a mix, as long as sales and marketing teams are unified," she said.
Alignment isn’t a one-and-done task. Weekly check-ins, open communication channels (like Teams), and leveraging cross-functional intelligence are key to staying in sync.
2. Cutting Through the B2B Noise Without Breaking the Budget
Innovation doesn’t always mean flashy tech. Emily emphasized that "authentic engagement" often comes from revisiting tried-and-true tactics, like direct mail, but with a focus on message weight and sentiment.
While automation and AI are trending, Emily warned against the "volume trap"; sacrificing quality for quantity.
A memorable example? A video outreach campaign entirely generated by AI fell flat because the human touch was missing.
Her advice: Look for opportunities to optimize existing efforts before diving into costly new tools.
For instance, focus on account whitespace within your current client base rather than chasing new logos if budgets are tight.
3. Personalization at Scale: Focus on Resonance, Not Just Relevance
We’ve all received those emails where our name is pasted into a generic template. For Emily, personalization means more than swapping out a first name; it’s about resonance.
"Ask what the prospect truly cares about," she said.
Understanding their priorities and challenges is what drives meaningful engagement. Emily stressed that while AI can churn out personalized content at scale, it’s the resonance of that content that determines its success.
At Clarify, the focus is on building stakeholder-level engagement strategies that prioritize depth over volume.
The result? High-value deals that convert to revenue rather than just vanity metrics.
4. Repurposing Content for ABM
Creating content for content’s sake? A no-go for Emily. Instead, she advocates for maximizing the value of existing assets by tailoring them to specific accounts.
"If you’ve got a generic promo video, for example, consider bookending it with tailored messaging for key accounts," she suggested.
The key is understanding what your clients care about and aligning your content with their strategic objectives.
Clarify is also investing in tools that capture feedback on content performance, an emerging trend that Emily sees as crucial for improving future campaigns.
5. Knowing When to Pivot
When campaigns aren’t working, how do you know whether to persevere or pivot? For Emily, it starts with meticulous planning.
"Ask yourself if the foundations like account selection and messaging are solid," she advised.
She shared an example where Clarify reviewed a client’s target account list and flagged risky prospects, such as those undergoing acquisitions. This proactive approach saved time and budget by allowing adjustments before launch.
Daily communication between sales and marketing also ensures that any required pivots happen quickly, protecting the client’s investment.
6. Streamlining ABM and DemandGen
Both ABM and DemandGen require patience. With longer sales cycles and multiple touchpoints, the process can feel slow. But Emily highlighted ways to accelerate outcomes:
Leverage Sales as a Channel: Sales teams are often the first line of outreach, offering real-time feedback on whether campaigns are landing.
Understand the Prospect’s Journey: Map out touchpoints carefully to avoid overwhelming your audience.
Integrate Efforts: By uniting sales and marketing, Clarify was able to turn a forecasted pipeline of £3.5M into an £18M result for a recent client campaign.
7. Managing Multi-Stakeholder Engagement
With deals involving up to 80 stakeholders, navigating the decision-making process is no small feat. Emily recommended starting with clear account management responsibilities and a well-defined team structure.
"Ask yourself, is what we’re doing joined up, relevant, and resonant?" she said.
By staying aligned and understanding what makes each stakeholder tick, teams can craft creative, budget-conscious campaigns that resonate deeply.
Emily’s Parting Thought
When asked what she’d like to ask the next guest, Emily offered this intriguing question:
"If the sky’s the limit in terms of budget, what’s your best-in-class recommendation for an integrated sales and marketing campaign?"
We took this question to our following guests, and they shared some truly valuable insights. Curious to know more? Visit our ABM Answered Library!
Final Takeaway: Whether you’re battling budget constraints or grappling with stakeholder complexities, Emily’s insights remind us of the importance of alignment, authenticity, and a relentless focus on resonance.
ABM isn’t a sprint, but with the right strategy, the rewards are worth it.
If you’d like to dive deeper into Emily’s expertise or connect with her directly, you can find her on LinkedIn here.
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