Account-based marketing (ABM) is reshaping B2B go-to-market strategies as buyer power grows and buying teams become more complex. Buyers often finalize shortlists before vendor contact, requiring personalized, data-driven ABM approaches. However, implementing ABM is challenging and demands a shift from traditional methods.
At TechRayNews’ virtual event, Focus: What’s the Future of ABM?, EMEA Sales Director Jackie Thomas discussed with MOI Global’s Julie Wisdom and Callum Miskell the top ABM challenges and regional differences. Below are the key insights and recommendations for EMEA organizations.
Top Five ABM Challenges and Solutions
MOI’s surveys, Divergent Paths, Converging Strategies and A B2B Market’s Guide to Data Creativity, highlight data quality, accuracy, and availability as the top ABM challenge in EMEA and North America. However, EMEA prioritizes building a business case for ABM, while North America focuses on Sales-Marketing alignment.
1. Data Quality, Accuracy, and Availability
Why it matters: ABM relies on data for account prioritization and personalization. Poor data undermines success.
Solution: Use multiple sources, including trusted third-party data like TechRayNews’ Priority Engine first-party intent data. Marketing and Sales must collaborate to validate data during outreach.
2. Building a Business Case for ABM
Why it matters: Internal buy-in is critical for ABM adoption and alignment.
Solution: Highlight inefficiencies in high-volume, low-conversion lead strategies. Show how ABM aligns Marketing and Sales to drive revenue, using clear metrics to gain leadership support.
3. Personalized Content and Experiences
Why it matters: ABM demands tailored content for specific accounts, complicated in EMEA by cultural and linguistic diversity.
Solution: Understand accounts, personas, and their goals to craft relevant messaging. Account for regional tool stacks and avoid assumptions about shared experiences.
4. Account and Audience Insights Gathering
Why it matters: Deep account understanding informs prioritization and engagement.
Solution: Use intent data and ABM platforms to enrich insights. Combine macro-level market research with micro-level data on firmographics, demographics, and buyer behavior to optimize channel selection.
5. Account Prioritization
Why it matters: ABM focuses on high-value accounts, requiring dynamic prioritization.
Solution: Refine your Ideal Customer Profile (ICP) using past successes and trends. Score buying group members and prioritize accounts showing strong intent signals.
The Future of ABM
Data quality will remain a challenge, especially in EMEA with GDPR and evolving regulations. No single data source suffices, and strategies must adapt to changes like cookie policies. TechRayNews’ GDPR-compliant, opt-in intent data offers a reliable solution.
Emerging technologies, like generative AI, are being explored for personalization at scale. However, 52% of organizations see risks to content quality with AI. Marketers must balance AI use with human oversight to maintain trust and effectiveness.
ABM’s success hinges on understanding accounts and personas, supported by evolving tools and quality data.
Boost ABM with Intent Data
TechRayNews’ Priority Engine provides powerful audience, data, and intent insights to understand and engage in-market accounts. Contact us to explore intent signals for your target accounts.