The B2B buying process is far more complex than the B2C process. While a consumer might discover a product, read a few reviews, and make a purchase decision in days, a B2B purchase typically involves multiple stakeholders with competing priorities, lengthy evaluation periods, and complex approval processes.
Account-based marketing has matured from a niche tactic to a standard operating model for B2B revenue teams targeting enterprise and mid-market segments. Yet the term is still used loosely, often to mean everything from basic list targeting to fully orchestrated revenue programs.
Personalization in ABM doesn’t mean custom content for every account. That’s not scalable.
Most B2B companies run lead generation and call it demand generation.
Most sales teams don’t believe in marketing. Most marketing teams don’t understand sales.
Most B2B sales cycles are longer than they need to be.
Account-based advertising means showing targeted ads to the specific accounts you’re trying to close.
A typical B2B deal involves seven interactions across three channels before close.
Your ideal customer doesn’t exist until you define them.
Intent data tells you something most marketers don’t know: who’s actively buying right now.
You have 500 target accounts. Your team can realistically work 50.
You spend three months running ABM campaigns on your top 20 accounts. Sales closes 3 deals. Were the campaigns worth it?