What is the Biggest Barrier to Engaging Key Accounts?

January 17, 2019
Brandon Redlinger asks Katie Martell, one of the best on-demand B2B marketers, "What is the biggest barrier to engaging key accounts?" Here's her advice: In 2019, more companies than ever are adopting ABM – studies show that a majority of B2B marketers are either planning to adopt ABM or currently in the process. That likely means not only you, but your competition is starting to adopt these tactics. So, it's not about having the right tools, the right data, or the right technology – that is table stakes. Since buyers look at every single touch/interaction with you as an indication of the quality and caliber of your organization's thinking. ABM is where the concept of thought leadership comes to bear. Before you send that campaign, make sure it indicates how you can help their org solve it's challenges differently. You must show that you understand something about their world that they don't. You must teach them something new to help them get ahead. If you're able to make this clear with every touch point, your chances of engaging accounts skyrockets. B2B buyers in 2019 are looking to you for guidance and leadership – can you deliver?
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