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Where I’ve seen marketing leaders misstep, however, is in underestimating the need to tailor their account-based roadmap to their specific business. 

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Transitioning from ABM to ABO is a fantastic challenge for people who love orchestration and erecting globally scaled systems. 

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Coordinating all these roles to support one holistic strategy is no easy endeavor. In fact, an Ascend2 survey from November of 2019 found that “Improving marketing/sales alignment” was tied for the No. 1 “most critical challenge for an ABM strategy to achieve.”

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Jess rightly argues that, beyond just marketing and sales, organizations must effectively coordinate the efforts of customer success and partners as well.

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Marketers and sellers have honed their skills around specific responsibilities and tactics, using key technologies to increase efficiency and efficacy.

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Marketing teams needed sellers’ input to define target-account characteristics (if not the accounts themselves). 

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Account-based marketing (ABM) was never about just marketing. From its inception many years ago, ABM practitioners and advocates knew that its success depended on sales team involvement, too.

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Rather than letting media partners generate any leads matching your ICP, intent signals can dictate which accounts media partners target and acquire lead data from. 

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The ultimate goal of demand generation programs is to develop relationships with ICP-fitting prospects and nurture them into valuable sales opportunities. 

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Intent data can help marketers uncover segments of the industry we didn’t even think would be a good fit for our products/services. This is especially beneficial for marketing leadership and product marketing roles.

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Of course, each sub-discipline uses various types of data to differing degrees. More and more, however, intent data is supporting use cases throughout the buyer journey and beyond. 

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More data than ever is available to us marketers. And it informs every aspect of B2B marketing, from demand generation to field marketing, and content creation to product marketing.

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A handful of years ago, certain marketing roles might be able get away with leaving the numbers to more analytical marketing roles, such as marketing operations or digital advertising management. But that’s no longer the case. 

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Your audiences don’t consume content in a vacuum. Experiences shape the way we all absorb ideas. Being cognizant of what your prospects are experiencing when creating content for them is key to ensuring it has the intended effect.

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While we’re unlikely (hopefully) to see similar events disrupt content marketing efforts to such a large extent anytime soon, it’s worth noting the vast importance of context to content marketing. 

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B2B organizations adopt cross-functional account-based strategies, such collaboration will become increasingly important.

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Prospects and customers aren’t your only audience. It’s important to keep in mind that sales and customer success teams can greatly benefit from marketing content.