When discussing the modern buyer, it\u2019s tough not to sound like a broken record. Practitioners know that buying journeys are shifting every day, and despite their best efforts to keep up, there\u2019s still a major disconnect in how they engage with their prospects and accounts. A recent Salesforce study<\/a><\/strong> revealed that while 65% of practitioners believe they prioritize the buyer’s needs, only 23% of buyers feel that way \u2014 indicating the need to pivot.<\/p>\n To deliver those better buying experiences, practitioners are doubling-down on their account-based efforts: 57% of marketers<\/a><\/strong> plan to increase their investment in account-based strategies, while 45% indicated they want to test and\/or deploy ABM campaigns throughout 2024.<\/p>\n Throughout this special report, we\u2019ll highlight the key trends and challenges practitioners are facing with their account-based strategies. Specifically, we\u2019ll discuss:<\/p>\n Uniting Teams Around Shared Initiatives<\/strong><\/p>\n If companies had a penny for every time they were told their marketing and sales teams were unaligned, they\u2019d have enough money to invest in resources to bring those departments into lockstep. With studies suggesting that 90% of practitioners<\/a><\/strong> see misalignment across strategy, content, processes and culture, leaders need to get to the root of their alignment problems. According to Kahlow, the cause is often because companies are too comfortable in their functional siloes.<\/p>\n Leveraging Keyword Marketing & SEO<\/strong><\/p>\n The benefits of collaboration go far beyond merely creating stronger interdepartmental relationships \u2014 aligned teams also have more success with content strategies. Historically, 60% to 80%<\/strong><\/a> of the content created for sales teams isn\u2019t leveraged due to a lack of communication and misunderstanding of needs. To help create better content that\u2019s valuable to both sales and marketing, Kahlow noted that\u2019s not enough to create assets that resonate with accounts; instead, it should also resonate with search engines.<\/p>\n Leveraging Tech & Analytics To Unify Teams & Data<\/strong><\/p>\n On the topic of disastrous CRMs, Gartner research<\/a><\/strong> found that 30% of B2B customer data is inaccurate on average \u2014 and for 64% of practitioners, the No. 1 data challenge<\/a><\/strong> in maintaining database quality is old or outdated data. Further, a study from WhatTheyThink<\/a><\/strong> indicated that while 85% of marketers consider their data strategy to be strong, only 32% leverage that data effectively to deliver a cohesive customer experience. According to DigitalOcean\u2019s Steve Armenti, this is because marketers are only good at asking for data \u2014 not actioning it.<\/p>\n","protected":false},"author":66,"featured_media":47357,"template":"","resource_category":[19155],"topic":[19131],"class_list":["post-47360","resource","type-resource","status-publish","has-post-thumbnail","hentry","resource_category-state-of-guides","topic-data-strategies"],"acf":[],"yoast_head":"\n\n