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By David Steifman, Co-Founder and Managing Partner at Energize Marketing
Welcome back to the second part of my CyberMarketing Con session recap. While understanding the Must-Have’s for ABM success is crucial, it’s equally important to recognize the pitfalls that can derail even the best-laid plans. Some of the most valuable insights we gain as marketers come from the challenges we’ve faced—and how we’ve overcome them.
Knowing what to avoid can often be the key to transforming a stalled campaign into one that delivers measurable growth. Here are some of our recent learnings at Energize Marketing, along with practical advice to help you steer clear of common pitfalls and turn challenges into opportunities.
The Must-Avoid’s: Lessons Learned
1. Overly Broad Targeting One of the most common mistakes in ABM is trying to reach too many accounts at once. It’s tempting to cast a wide net, but this approach often leads to wasted effort and disappointing results.
For example, we worked with a client who started with a target list of 5,000 accounts. Despite substantial effort, engagement remained low, and the ROI didn’t justify the investment. By refining the list to 1,000 high-potential accounts, using intent data and firmographics, we saw a 20% lift in pipeline. This experience reinforced that ABM is about precision, not volume.
Takeaway: Focus your efforts on where they’ll have the most impact. Quality always beats quantity.
2. Disconnected SDR Processes Even the most well-crafted campaigns can fail if SDRs aren’t aligned with marketing. It’s not enough to hand them leads—they need to understand the context behind each account.
For one client, we took the extra step of training their SDR team to connect content downloads to specific customer challenges. Instead of following generic scripts, SDRs were able to have meaningful, relevant conversations. The result? A 25% increase in booked meetings.
Takeaway: Equip SDRs with insights and context to turn leads into genuine engagement.
3. Unrealistic Expectations ABM isn’t a quick fix, and low-intent leads rarely convert overnight. Frustration often sets in when results don’t materialize as quickly as expected, but nurturing takes time.
We worked with a client to reset their expectations and provide their SDR team with tools to maintain engagement over the long haul. Over time, nurtured leads began moving through the funnel, proving that patience and persistence truly pay off.
Takeaway: Set realistic goals and build a strategy that supports long-term engagement.
Turning Challenges into Opportunities
While it’s important to avoid common pitfalls, what sets successful campaigns apart is how you respond to challenges. At Energize Marketing, some of our biggest breakthroughs have come from making small but strategic adjustments based on real-time feedback.
For example, in one multi-country campaign, we noticed that certain accounts in EMEA didn’t align with the client’s ideal customer profile. By recalibrating mid-campaign to focus on accounts with stronger intent signals, engagement rates improved by 15%.
Similarly, we’ve learned that content preferences can vary widely by region and persona. In a healthcare campaign, APAC executives responded best to case studies, while North American leaders preferred industry benchmarks. By tailoring our approach, response rates increased by 25%.
Takeaway: Stay agile. Even small, data-driven adjustments can have a big impact on performance.
Empowering SDRs for Success
At the heart of every successful ABM campaign is a well-prepared SDR team. They’re your frontline champions, turning insights into meaningful conversations.
In one recent cybersecurity campaign, we routed leads who downloaded a threat intelligence report directly to SDRs trained specifically on that topic. Their expertise in addressing these prospects’ specific concerns resulted in a 25% increase in booked meetings.
When SDRs have the right tools, insights, and training, they can deliver remarkable results.
Takeaway: Invest in your SDR team. Their success is your success.
Charting the Path Forward
As I reflect on these lessons, one truth stands out: ABM success is built on alignment, adaptability, and empowerment. When sales and marketing teams work as a cohesive unit, when strategies are flexible enough to evolve with the data, and when SDRs are equipped to excel, the results go beyond incremental gains—they drive meaningful, sustainable growth.
So as you plan your ABM strategies for 2025, I encourage you to think critically about not just what you should do, but also what you should avoid. Learn from the challenges, embrace adaptability, and never stop refining your approach.
If you’re ready to rethink your ABM strategies for the year ahead, let’s connect! Reach me at dsteifman@energize-marketing.com.
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