By Paramita Patra Published on : Aug 11, 2025
Your sales and marketing are working together, targeting high-value accounts. The messaging and touchpoints are personalized, and the customer journey is in tandem. We know it as Account-Based Marketing (ABM), but still, many organizations shy away from it.
The real issue isn't with ABM; it's with the mindset surrounding it. ABM is considered "too resource-heavy" because of the belief that it "doesn't scale", which prevents companies from adapting to the evolving nature of buying with ABM.
Here's why the myths about ABM persist among organizations.
1. Legacy Thought Process Still Continues
ABM focuses on high-value accounts, which traditional lead generation models miss. For companies used to MQL volumes, this shift feels risky.
Example: A SaaS firm targeting mid-market companies hesitated to adopt ABM because their sales teams were conditioned to chase cold leads.
2. ABM's Scope is Often Misunderstood
ABM is often misunderstood as just sales outreach. But ABM requires collaboration across the teams. When the full scope isn't communicated, leadership may undervalue it.
Example: A cybersecurity provider dismissed ABM as "just a sales tool," overlooking the alignment required to drive engagement.
3. Only Large Enterprises Need ABM
While traditional 1:1 ABM models can require many resources, many models allow mid-sized companies to execute ABM with the right tech stack.
Example: A FinTech startup used intent data to launch an ABM campaign and saw an increase in conversion rates.
4. The Pressure to Prove ROI
ABM requires a longer investment to build relationships and drive growth. Without the right KPIs, stakeholders may lose patience and focus on short-term gains.
Example: A manufacturing solutions firm dropped its ABM strategy after one quarter, failing to recognize the cycle of enterprise sales.
5. ABM Requires many Tools
ABM is often associated with the use of numerous tools. Tools amplify effectiveness, but ABM starts with strategy.
Example: A logistics company delayed ABM adoption due to fear of tech overhaul, not realizing they could begin with sales-marketing alignment.
Myth #1: ABM Is Only for Large Enterprises
This myth about ABM discourages mid-sized or small organizations from exploring ABM. Many people view ABM as an expensive investment due to the MarTech stack and high-touch campaigns, which are only affordable for large companies.
It is not about the size of your company, but the clarity of your strategy: Who are your highest-value accounts? How can marketing and sales collaborate to engage customers effectively? What insights can be used to deliver relevance at each stage of the buying journey.
Example: A SaaS company in HRTech wanted to move beyond traditional lead gen. They implemented an ABM strategy targeting 25 high-fit companies in healthcare. They were able to increase deal velocity and improve average contract value without expanding the tech stack.
Myth #2: ABM Replaces Traditional Lead Nurturing
Once you switch to ABM, individual leads become less critical. This misunderstanding creates internal resistance in demand gen. But ABM doesn't replace lead nurturing; instead, it refines it.
ABM helps you move from mass communication to strategic orchestration. ABM doesn't throw out the funnel; it focuses on the most valuable prospects. You're educating, engaging, and guiding prospects with the context of a specific account's timelines and pain points.
Example: A software company layered ABM by segmenting key accounts from their CRM and tailoring nurture tracks to each account cluster. Their pipeline velocity increased, and sales cycle length dropped drastically.
Myth #3: ABM Is Complex and Time-Consuming
ABM is perceived as a multi-layered operation that requires advanced tools and large cross-functional teams, making it difficult for organizations with tight timelines.
With ABM, you can start small with focused pilot programs targeting a handful of high-value accounts. With the proper alignment, your ABM efforts can generate significant results. With clear account fit, personalized messaging, and coordinated outreach, ABM is efficient. It scales to fit your business, helping you identify who to target, how to engage, and where to focus.
Example: An IT services firm wanted to improve ROI from its campaigns but lacked the resources. They launched a "one-to-few" ABM initiative targeting just 10 accounts. Using existing CRM data, personalized LinkedIn content, and tailored email sequences, they increased their meetings in less time without the addition of new tools. ?
Myth #4: ABM Is Only for Sales
Many organizations think ABM is sales with a "new name". Since ABM is about closing high-value deals, it should center around sales. But without the alignment of sales and marketing, ABM cannot happen.
ABM involves marketing and sales teams designing webinars or events tailored to a specific account or industry. It is running a focused campaign where marketing develops personalized content and sales follow up with the same messaging. If you have coordinated a targeted giveaway or a content bundle for a key account, you have already started doing ABM.
Example: A software company hosted an exclusive executive roundtable for a handful of financial services accounts. Marketing handled the content and event, while sales followed up with account-specific insights.
Myth #5: You Can Rinse and Repeat "ABM"
A lot of us assume that once you have built a successful campaign, you can copy-paste it for every other account. It helps to scale easily. But ABM works on a core principle, which is personalization.
ABM doesn't work with one campaign format. Each target account has unique pain points and goals. Treating them all the same strips ABM of its value. What resonates with a fintech company may fall flat with stakeholders in a healthcare enterprise. The framework can be the same, but the messaging will be different.
A cloud solutions provider achieved great results with a personalized campaign and therefore reused the same messaging for their manufacturing vertical. It resulted in low engagement and missed opportunities.
ABM doesn't mean throwing away your existing strategy. It means being more focused and aligned. It's about understanding your prospects and building long-term relationships, not just closing one-off deals. So, if you've held off on ABM because of any of these myths, now is the time to rethink.
Visit our website or connect with us to explore how ABM can work for your business.
By Paramita Patra
Published on 11th, Aug, 2025
Your sales and marketing are working together, targeting high-value accounts. The messaging and touchpoints are personalized, and the customer journey is in tandem. We know it as Account-Based Marketing (ABM), but still, many organizations shy away from it.
The real issue isn't with ABM; it's with the mindset surrounding it. ABM is considered "too resource-heavy" because of the belief that it "doesn't scale", which prevents companies from adapting to the evolving nature of buying with ABM.
Here's why the myths about ABM persist among organizations.
1. Legacy Thought Process Still Continues
ABM focuses on high-value accounts, which traditional lead generation models miss. For companies used to MQL volumes, this shift feels risky.
Example: A SaaS firm targeting mid-market companies hesitated to adopt ABM because their sales teams were conditioned to chase cold leads.
2. ABM's Scope is Often Misunderstood
ABM is often misunderstood as just sales outreach. But ABM requires collaboration across the teams. When the full scope isn't communicated, leadership may undervalue it.
Example: A cybersecurity provider dismissed ABM as "just a sales tool," overlooking the alignment required to drive engagement.
3. Only Large Enterprises Need ABM
While traditional 1:1 ABM models can require many resources, many models allow mid-sized companies to execute ABM with the right tech stack.
Example: A FinTech startup used intent data to launch an ABM campaign and saw an increase in conversion rates.
4. The Pressure to Prove ROI
ABM requires a longer investment to build relationships and drive growth. Without the right KPIs, stakeholders may lose patience and focus on short-term gains.
Example: A manufacturing solutions firm dropped its ABM strategy after one quarter, failing to recognize the cycle of enterprise sales.
5. ABM Requires many Tools
ABM is often associated with the use of numerous tools. Tools amplify effectiveness, but ABM starts with strategy.
Example: A logistics company delayed ABM adoption due to fear of tech overhaul, not realizing they could begin with sales-marketing alignment.
Myth #1: ABM Is Only for Large Enterprises
This myth about ABM discourages mid-sized or small organizations from exploring ABM. Many people view ABM as an expensive investment due to the MarTech stack and high-touch campaigns, which are only affordable for large companies.
It is not about the size of your company, but the clarity of your strategy: Who are your highest-value accounts? How can marketing and sales collaborate to engage customers effectively? What insights can be used to deliver relevance at each stage of the buying journey.
Example: A SaaS company in HRTech wanted to move beyond traditional lead gen. They implemented an ABM strategy targeting 25 high-fit companies in healthcare. They were able to increase deal velocity and improve average contract value without expanding the tech stack.
Myth #2: ABM Replaces Traditional Lead Nurturing
Once you switch to ABM, individual leads become less critical. This misunderstanding creates internal resistance in demand gen. But ABM doesn't replace lead nurturing; instead, it refines it.
ABM helps you move from mass communication to strategic orchestration. ABM doesn't throw out the funnel; it focuses on the most valuable prospects. You're educating, engaging, and guiding prospects with the context of a specific account's timelines and pain points.
Example: A software company layered ABM by segmenting key accounts from their CRM and tailoring nurture tracks to each account cluster. Their pipeline velocity increased, and sales cycle length dropped drastically.
Myth #3: ABM Is Complex and Time-Consuming
ABM is perceived as a multi-layered operation that requires advanced tools and large cross-functional teams, making it difficult for organizations with tight timelines.
With ABM, you can start small with focused pilot programs targeting a handful of high-value accounts. With the proper alignment, your ABM efforts can generate significant results. With clear account fit, personalized messaging, and coordinated outreach, ABM is efficient. It scales to fit your business, helping you identify who to target, how to engage, and where to focus.
Example: An IT services firm wanted to improve ROI from its campaigns but lacked the resources. They launched a "one-to-few" ABM initiative targeting just 10 accounts. Using existing CRM data, personalized LinkedIn content, and tailored email sequences, they increased their meetings in less time without the addition of new tools. ?
Myth #4: ABM Is Only for Sales
Many organizations think ABM is sales with a "new name". Since ABM is about closing high-value deals, it should center around sales. But without the alignment of sales and marketing, ABM cannot happen.
ABM involves marketing and sales teams designing webinars or events tailored to a specific account or industry. It is running a focused campaign where marketing develops personalized content and sales follow up with the same messaging. If you have coordinated a targeted giveaway or a content bundle for a key account, you have already started doing ABM.
Example: A software company hosted an exclusive executive roundtable for a handful of financial services accounts. Marketing handled the content and event, while sales followed up with account-specific insights.
Myth #5: You Can Rinse and Repeat "ABM"
A lot of us assume that once you have built a successful campaign, you can copy-paste it for every other account. It helps to scale easily. But ABM works on a core principle, which is personalization.
ABM doesn't work with one campaign format. Each target account has unique pain points and goals. Treating them all the same strips ABM of its value. What resonates with a fintech company may fall flat with stakeholders in a healthcare enterprise. The framework can be the same, but the messaging will be different.
A cloud solutions provider achieved great results with a personalized campaign and therefore reused the same messaging for their manufacturing vertical. It resulted in low engagement and missed opportunities.
ABM doesn't mean throwing away your existing strategy. It means being more focused and aligned. It's about understanding your prospects and building long-term relationships, not just closing one-off deals. So, if you've held off on ABM because of any of these myths, now is the time to rethink.
Visit our website or connect with us to explore how ABM can work for your business.
