Why B2B companies struggle to adopt account-based marketing — and how to fix it

In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader internet.

Question: Why is it so difficult for B2B organizations to shift from a lead-centric mindset to an account-based strategy — and how can they make that transition successfully?

Shifting from a lead-focused model to an account-based strategy (ABM) sounds simple, but it’s anything but. Many B2B organizations hit roadblocks rooted in legacy thinking, siloed teams, and unclear metrics. Here’s what’s behind the struggle — and how to fix it.

Why it’s hard:

• Misaligned teams. Sales and marketing often operate with different goals. Lead generation metrics don’t translate easily into ABM performance.
• Old habits die hard. Existing processes, tech stacks, and KPIs are built around leads, not buying committees.
• Personalization takes work. ABM requires deeper insights, custom content, and coordinated outreach. That’s resource-intensive.
• Data gaps. Poor data quality, disconnected systems, and lack of visibility into key accounts make targeting a guessing game.
• ROI anxiety. ABM doesn’t always deliver quick wins. Without the right measurement framework, proving value is tough.

How to make the shift:

1. Get everyone on the same page. Align sales and marketing on shared KPIs tied to account engagement, pipeline influence, and revenue impact.
2. Target smarter. Build your ideal customer profile (ICP) using firmographics, intent data, and customer fit models to identify high-value accounts.
3. Upgrade your tech. Integrate your CRM, marketing automation, and ABM platforms so data flows freely and teams have a unified view.
4. Go beyond generic content. Tailor messaging to the specific pain points and priorities of each target account — and the people within them.
5. Train for ABM thinking. Help teams unlearn volume-based mindsets. Encourage a focus on quality interactions and long-term relationships.
6. Measure what matters. Track metrics like account engagement, progression through the funnel, and revenue contribution — not just form fills.
7. Reorganize for success. Create cross-functional “pods” that work account-first, not channel-first. Structure should follow strategy.

Making ABM work isn’t just a campaign change — it’s an operational shift. But for B2B companies selling complex solutions to buying committees, it’s a necessary evolution.

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