Account-Based Marketing (ABM) has been hailed as the holy grail for B2B marketing — laser-focused targeting, personalized campaigns, and high ROI. So why are so many ABM strategies underperforming?

In this blog, we dive into the core reasons ABM efforts fall flat, highlight industry challenges, and share actionable tactics to course-correct.

Common Industry Challenges

1. Misaligned Sales and Marketing Teams

ABM thrives on synergy. Without tight alignment between marketing and sales, messaging becomes inconsistent, follow-ups fall through, and leads stall.

2. Poor Account Selection

ABM success starts with selecting the right accounts. Many teams rely on gut feeling or outdated firmographics, leading to wasted resources.

3. Generic Messaging

One-size-fits-all content just doesn’t cut it. ABM requires tailored messaging that resonates with specific roles, pain points, and industries.

4. Lack of Measurable KPIs

If you can’t measure it, you can’t manage it. Vague goals and untracked progress lead to unclear ROI and campaign fatigue.

Proven Strategies to Turn ABM Around

✅ Align Sales and Marketing

• Conduct regular sync meetings
• Define shared KPIs
• Use shared tools like CRM and intent data platforms

✅ Refine Account Selection

Use a mix of:

• Intent data
• Firmographic and technographic filters
• Historical customer data

✅ Personalize at Scale

Leverage AI-driven content tools to craft:

• Personalized emails
• Targeted landing pages
• Role-specific value propositions

✅ Implement a Closed-Loop Reporting System

• Set clear ABM metrics: engagement, pipeline influence, deal velocity
• Use attribution models to identify what works

Ready to Fix Your ABM?

Stop letting your ABM strategy underperform. At Marketing Technology Insights, our expert ABM services help align your teams, target the right accounts, and drive measurable results.