What is the Biggest Barrier to Engaging Key Accounts?

We’re all trying to engage our key accounts, but if we really want to get better results, we have to understand what’s holding us back from reaching our goals. Furthermore, the challenges of today are not the same as those of yesterday.

To help you get a better grasp on this, I asked Katie Martell, “What’s the biggest barrier to engaging your key accounts?” Katie is one of the best on-demand B2B marketers out there, and in this video, she offers some key insights to help you break through the noise and start more conversations.


(View video on YouTube)


What’s the biggest barrier to engaging your key accounts? Hey there! Brandon Redlinger here, Director of Growth at Engagio, and to answer that question today, I want to bring on my friend Katie Martell. Now she is one of the best on-demand B2B marketers out there, so she definitely has some insights on this. So Katie, what is that barrier and how do we overcome it?

Hey, Brandon. This is a great question so thank you for asking it. However, it is the same question we’ve been asking ever since ABM became anything B2B marketers have done.

Now, the key in 2019 is that 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 in 2019. A majority. That likely means that 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. Now it’s back to what marketing is all about, the quality of that touch point.

The truth is, buyers are going to look at every single email, direct mail campaign, ad that they see targeted to their account as an indication of the quality and the caliber of your organization’s thinking. No pressure, but I think that ABM is really where this concept of thought leadership is brought to bear.

Before you send that campaign, make sure it indicates how you can help a buying organization solve their challenges differently. Make sure it shows that you understand something about this buyer’s world that they don’t and make sure it demonstrates that you can teach them something new in order to help them get ahead. If you’re able to make that clear with every touch point, your chances of engaging that account are much higher.

B2B buyers in 2019 are looking to you for guidance and leadership. The question is: what are you going to do to make sure that is clear in every single engagement touch point for your target accounts? Good luck.

Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

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