Why is it so hard to shift marketing’s focus from leads to accounts?

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. 

Q: Why is it so hard for B2B marketers to shift their focus from leads to accounts?

B2B marketers face several challenges when shifting their focus from measuring and engaging individual leads to an account-based marketing (ABM) approach.

Here are some key challenges:

CRM limitations: Many traditional customer relationship management (CRM) systems are designed to track individual leads rather than accounts. This can lead to difficulties in aggregating data at the account level, making it challenging to understand the full engagement of all stakeholders within a target account. The lack of account-centric features can hinder the ability to track interactions and measure the effectiveness of marketing efforts across multiple contacts within the same organization.

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Data integration: B2B organizations often use multiple tools and platforms for marketing, sales and customer service. Integrating data from these disparate systems to create a unified view of account engagement can be complex and time-consuming. Without proper integration, marketers may struggle to obtain a comprehensive understanding of account behavior and preferences.

Complex decision-making units: In B2B environments, purchasing decisions are typically made by multiple stakeholders across various departments. Engaging all relevant contacts within an account requires a nuanced understanding of the decision-making unit (DMU) and tailored messaging for each stakeholder. This complexity can make it difficult to create cohesive marketing strategies that resonate with all parties involved.

Measurement and attribution: Measuring the success of account-based marketing efforts can be more challenging than traditional lead-based approaches. Marketers need to develop new metrics and attribution models that account for the multi-touch nature of B2B sales cycles, where multiple interactions contribute to a single account’s conversion.

Resource allocation: Implementing an ABM strategy often requires a shift in resource allocation, including budget, personnel and technology. Organizations may face resistance to change from teams accustomed to lead-based metrics, and aligning resources to support an account-centric approach can be a significant hurdle.

Content personalization: Creating personalized content that speaks to the specific needs and pain points of different stakeholders within an account is essential for ABM success. However, this requires a deep understanding of each account’s unique context, which can be resource-intensive to develop.

The significance of these challenges for B2B organizations is substantial. A successful transition to an account-based approach can lead to improved engagement, higher conversion rates, and ultimately, increased revenue. However, overcoming these challenges requires strategic planning, investment in the right technology, and a cultural shift within the organization to prioritize account-level insights and engagement strategies.

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