You've probably heard a lot about account-based marketing (ABM) personalization lately.
It's one of the hottest new trends in B2B marketing, and for a good reason – it can deliver amazing results. But despite its obvious potential, many marketers find it difficult to implement ABM personalization successfully.
There are some common barriers to effective ABM personalization that can prevent you from achieving the results you want. In this blog post, we'll explore five of those barriers to ABM personalization and how to overcome them.
5 Common ABM Personalization Barriers
1. Wrong Tech Stack
Technology stack is a key part of any account-based marketing personalization strategy. However, many companies are using technology that is not designed for ABM personalization, which is one of the common barriers to truly effective ABM campaigns.
There are a number of different technology architectures that businesses can use to power their account-based marketing personalization efforts. However, not all of these stacks are created equal. In order to achieve true ABM personalization - that is, delivering highly targeted and relevant messages to individual accounts - you need to make sure that your technology stack is MACH-first.
A MACH-first technology stack—one based on microservices, API-based integration, cloud-native architecture, and headless delivery—is essential for supporting the high levels of personalization required for successful ABM. By contrast, a monolithic technology stack simply cannot meet the needs of today's sophisticated marketing teams.
While there are other options out there, a MACH-first stack is really the only way to go if you want to achieve true ABM personalization. By using the right tools, you can deliver the right message to the right accounts at the right time - meaning more closed deals and happier customers.
The right technology stack will also allow you to automate your ABM personalization to scale your program without increasing costs much.
When you’re choosing account-based marketing personalization tools, be sure that the tools are compatible with your requirements in terms of:
omni/cross channel personalization capabilities
easy and seamless integrations with other tools (customer data, analytics, etc.)
real-time personalization and optimization
testing and experimentation
predictive and rule-based personalization opportunities
customer data management and unified profile creation
With a MACH-first technology stack in place, you can reap the benefits of true ABM personalization, including higher conversion rates and improved customer engagement.
2. Lack of Coordination Between Marketing and Sales
One of the common barriers to account-based marketing personalization is the lack of coordination between marketing and sales.
In many organizations, marketing and sales operate in silos, with little communication or collaboration. As a result, marketing efforts are often not aligned with the needs of sales and vice versa. This can make it difficult to personalize messages and strategies for specific accounts.
To be successful, account-based marketing requires close alignment between marketing and sales so that each team understands the goals and objectives of the other. By working together, marketing and sales can develop a more holistic approach to account-based marketing tailored to each account's specific needs.
3. Siloed and Non-Unified Customer Data
In order to deliver a personalized account-based marketing experience, modern businesses need to have a complete and unified view of their customer data.
Unfortunately, this is often easier said than done.
Customer data is often siloed across different departments and systems, making it difficult to get a holistic view of the customer journey. In addition, different teams often have different definitions for key customer data points, which can further complicate matters.
As a result, many businesses struggle to deliver the level of personalization their customers demand.
To overcome this challenge, businesses need to invest in modern customer data platforms, CRM, and marketing automation solutions that can work together to provide a unified view of the customer journey. In addition, organizations need to ensure that their data is accurate and up-to-date.
By doing so, businesses can better understand their customers and deliver the personalized experiences they deserve.
4. Investing in the Wrong Data Strategy
Data is the lifeblood of account-based marketing personalization.
Without data, businesses have no way of knowing which accounts to target, what type of content to send, or when to reach out.
However, not all data is created equal. No matter how good your marketing and sales teams are, your account-based marketing personalization efforts are likely to fall flat if you're relying on the wrong data strategy.
One of the most common barriers to ABM personalization success is investing in the wrong data strategy, typically by relying on third-party data providers. While this data can be useful, it’s often inaccurate and incomplete, making it difficult to create targeted, personalized campaigns. And incorrect data can do more harm than good.
As a result, businesses need to be choosy about the data they invest in.
In contrast, first-party data is collected directly from customers and prospects, making it more reliable and actionable. This data can provide valuable insights into customer needs and preferences.
As a result, businesses that invest in first-party data are more likely to be successful with account-based marketing personalization. By taking the time to build a strong foundation of first-party data, businesses can set themselves up for success and avoid common pitfalls.
5. Not Knowing Where and How to Get Started
Many businesses want to personalize their account-based marketing efforts but don't know where to start.
They may feel overwhelmed by the thought of creating personalized content and tailoring their message to specific accounts.
However, it's important to remember that ABM personalization is a journey, not a destination.
Businesses need to start small, test, and learn.
By taking baby steps and slowly building up their ABM personalization program, they can avoid feeling overwhelmed and increase their chances of success. Additionally, it's important to test different strategies and tactics to see what works best for your business.
There is no one-size-fits-all solution when it comes to ABM personalization, so it's important to experiment and learn from your successes and failures. Businesses can eventually create a personalized ABM program that achieves real results by taking the time to start small and test different approaches.
The Bottom Line: Take Your ABM Strategies to the Next Level with Personalization
Personalization is key to success with account-based marketing, but it can be difficult to achieve. There are a few common barriers that stand in the way of successful ABM personalization:
Wrong technology stack
Lack of internal alignment between teams
Investing in the wrong data strategy
Not knowing how to get started
These barriers can seem insurmountable, but there are ways to overcome them. By taking a strategic approach to data collection and management, investing in the right tools, and aligning your team around a common goal, you can personalize your ABM campaigns for maximum impact.