The Seven Worst ABM Mistakes (And How to Fix Them)

Having worked with hundreds of customers, some of the most common and costly mistakes marketers make when implementing and executing account-based marketing ( ABM) are thinking that having ABM technology means they are doing ABM; running ads and thinking that is ABM; using ABM only for acquiring new logos and not selling to existing customers; replacing demand generation with ABM; getting rid of MQLs and replacing them with MQAs; and lack of alignment between sales and marketing.

To avoid these mistakes, determine if ABM is the right strategy for your business and define what it means for your organization. Running ads should be part of an orchestrated campaign and should not replace demand generation. Track and measure both MQLs and MQAs and ensure alignment between sales and marketing. Start small and build on success.

Though ABM can seem daunting, with the right knowledge and understanding of these mistakes, you can succeed with ABM. Do not let challenges stop you from succeeding.