{"id":10570,"date":"2025-11-17T18:42:47","date_gmt":"2025-11-18T00:42:47","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=10570"},"modified":"2025-11-17T18:42:47","modified_gmt":"2025-11-18T00:42:47","slug":"why-b2b-companies-struggle-to-adopt-account-based-marketing-and-how-to-fix-it","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=10570","title":{"rendered":"Why B2B companies struggle to adopt account-based marketing \u2014 and how to fix it"},"content":{"rendered":"<div><img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"450\" src=\"https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png\" class=\"attachment-large size-large wp-post-image\" alt=\"MarTechBot Explains it all.\" loading=\"lazy\" \/><\/div>\n<p><em>In MarTech\u2019s \u201cMarTechBot explains it all\u201d feature, we pose a question about marketing to our very own\u00a0<\/em><a href=\"https:\/\/martech.org\/martechbot\/\"><em>MarTechBot<\/em><\/a><em>, which is trained on the MarTech website archives and has access to the broader internet.<\/em><\/p>\n<p><strong>Question:<\/strong> Why is it so difficult for B2B organizations to shift from a lead-centric mindset to an account-based strategy \u2014 and how can they make that transition successfully?<\/p>\n<p>Shifting from a lead-focused model to an account-based strategy (ABM) sounds simple, but it\u2019s anything but. Many B2B organizations hit roadblocks rooted in legacy thinking, siloed teams, and unclear metrics. Here\u2019s what\u2019s behind the struggle \u2014 and how to fix it.<\/p>\n<h2 class=\"wp-block-heading\"><strong>Why it\u2019s hard:<\/strong><\/h2>\n<ul class=\"wp-block-list\">\n<li><strong>Misaligned teams.<\/strong> Sales and marketing often operate with different goals. Lead generation metrics don\u2019t translate easily into ABM performance.<\/li>\n<li><strong>Old habits die hard.<\/strong> Existing processes, tech stacks, and KPIs are built around leads, not buying committees.<\/li>\n<li><strong>Personalization takes work.<\/strong> ABM requires deeper insights, custom content, and coordinated outreach. That\u2019s resource-intensive.<\/li>\n<li><strong>Data gaps.<\/strong> Poor data quality, disconnected systems, and lack of visibility into key accounts make targeting a guessing game.<\/li>\n<li><strong>ROI anxiety.<\/strong> ABM doesn\u2019t always deliver quick wins. Without the right measurement framework, proving value is tough.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\">How to make the shift:<\/h2>\n<ol class=\"wp-block-list\">\n<li><strong>Get everyone on the same page.<\/strong> Align sales and marketing on shared KPIs tied to account engagement, pipeline influence, and revenue impact.<\/li>\n<li><strong>Target smarter.<\/strong> Build your ideal customer profile (ICP) using firmographics, intent data, and customer fit models to identify high-value accounts.<\/li>\n<li><strong>Upgrade your tech.<\/strong> Integrate your CRM, marketing automation, and ABM platforms so data flows freely and teams have a unified view.<\/li>\n<li><strong>Go beyond generic content.<\/strong> Tailor messaging to the specific pain points and priorities of each target account \u2014 and the people within them.<\/li>\n<li><strong>Train for ABM thinking.<\/strong> Help teams unlearn volume-based mindsets. Encourage a focus on quality interactions and long-term relationships.<\/li>\n<li><strong>Measure what matters.<\/strong> Track metrics like account engagement, progression through the funnel, and revenue contribution \u2014 not just form fills.<\/li>\n<li><strong>Reorganize for success.<\/strong> Create cross-functional \u201cpods\u201d that work account-first, not channel-first. Structure should follow strategy.<\/li>\n<\/ol>\n<p>Making ABM work isn\u2019t just a campaign change \u2014 it\u2019s an operational shift. But for B2B companies selling complex solutions to buying committees, it\u2019s a necessary evolution.<\/p>\n<p><em>Want to ask your own question of MarTechBot?\u00a0<\/em><a href=\"https:\/\/martech.org\/martechbot\/\"><em>Give it a try<\/em><\/a><em>.<\/em><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<div class=\"nl-inline-form border py-2 px-1 my-2\">\n<div class=\"row align-items-center justify-content-center nl-inline-container\">\n<div class=\"col-12 pb-1\">\n<p class=\"inline-form-text text-center mb-0\">Fuel up with free marketing insights.<\/p>\n<\/div>\n<div class=\"col-12 col-lg-auto pb-2 pb-lg-0\">\n<p class=\"inline-form-text text-center mb-0\">Email:<\/p>\n<\/div>\n<div class=\"col-12 col-lg-8 pe-lg-0\">\n<div class=\"form-nl-inline\"><\/div>\n<\/div>\n<div class=\"col-12 col-lg-auto\">\n<p class=\"text-center mb-0\"><a class=\"nl-terms\" href=\"https:\/\/martech.org\/terms-of-service\/\" target=\"_blank\" aria-label=\"opens in a new tab\">See terms.<\/a><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><!-- END INLINE FORM --><\/p>\n<p>The post <a href=\"https:\/\/martech.org\/why-b2b-companies-struggle-to-adopt-account-based-marketing-and-how-to-fix-it\/\">Why B2B companies struggle to adopt account-based marketing \u2014 and how to fix it<\/a> appeared first on <a href=\"https:\/\/martech.org\/\">MarTech<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"<p>In MarTech\u2019s \u201cMarTechBot explains it all\u201d feature, we pose a question about marketing to our very own\u00a0MarTechBot, 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 \u2014 and how can &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/attentionmedia.io\/?p=10570\" class=\"more-link\">Read more<span class=\"screen-reader-text\"> &#8220;Why B2B companies struggle to adopt account-based marketing \u2014 and how to fix it&#8221;<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-10570","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"featured_media_urls":{"thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"medium":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"medium_large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"large":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"1536x1536":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"2048x2048":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"inspiro-featured-image":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"inspiro-loop":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"inspiro-loop@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"portfolio_item-thumbnail":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"portfolio_item-thumbnail@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"portfolio_item-masonry":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"portfolio_item-masonry@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"portfolio_item-thumbnail_cinema":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"portfolio_item-thumbnail_portrait":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"portfolio_item-thumbnail_portrait@2x":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false],"portfolio_item-thumbnail_square":["https:\/\/martech.org\/wp-content\/uploads\/2025\/11\/mtb-explains-it-all-new.png",0,0,false]},"_links":{"self":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10570","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=10570"}],"version-history":[{"count":0,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=\/wp\/v2\/posts\/10570\/revisions"}],"wp:attachment":[{"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=10570"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=10570"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/attentionmedia.io\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=10570"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}