There are always good reasons not to want to start on a new journey and keep in the confort zone. As example, here a short list of the top 10 reasons I’ve seen people being afraid of embracing Account Based Marketing full steam:
- Mannequins. It is a life frozen. Looking at a small ABM pilot to prove a big concept.Fear to try something new and desire to have fozen ABM.
- Belief systems. Thinking that ABM is just a high power for good marketing. If so, then there has to be one bad marketing. But… could ABM be the wrong choice? Belief systems invite to those exact thoughts, even if not consciously.
- Basements. Go below the shinny surface of the ABM salesman pitch, where the lights are dimmer and the dust thicker. Are there things you should know that no-one tells you in the solution being offered?
- Puppets. They represent a hotline of innoncence, a time to trust all the hype and publications around ABM. Can one really trust all these new vendors? why are there so many claiming to do the same and yet so different?
- Doors half oppen. Is is unnerving not knowing if the ABM solution you have chosen is REALLY the good one. What if the right choice was just the one on the other side of the door. Abundance of choice can lead to confusion.
- Taxidermy. An imitation of ABM, a solution that will not do any good. This is marketing stopped on a wrong path.
- TV on static. On these days of digital abundance, a TV on static represents the old martech solutions that are no longer working, that are hard to fix but that are still around as legacy applications. How will new ABM solutions interact with them?
- Pagan Symbols. It chills to imagine that you are onboarding new technology that is hard to master. These represent the ancien forces of Marketing and Sales that can work against the desire of changes.
- Glasses of wine, one of them knocked over. It is about what you have not seen. You feel that everyone is going the ABM but not you. What happended? Did you miss something that everybody else is aware of?
- Phones left off the hook. You are trying to build an engine to engage directly with your customers but will all pieces come along as desired? Will there be someone at the other side of the line once you start running ABM?
There are many reasons why we fear changes & failure and adoption of Account Based Marketing is not alien to them. However, if you can face your fears you can defeat them and take the right choices. All the best for a bright and shinny ABM future.
And if your ABM challenge does not let you sleep, do reach out. I’ve been helping many large organisations on this journey.
NOTE: I took the fear concept and visuals for this ABM summary from the article “Terror Troops” appearing in the printed version of www.shortlist.com, issue 469. All credit to the authors there.