6 reasons why your ABM tech stack isn’t working – and how to fix it

Are you achieving a 10% revenue lift within the first year of implementing ABM?

If not, you’re missing out on what 60% of marketers are already seeing, according to Demand Metric. When results fall short of expectations, the issue can often lie within your tech stack — and the way it’s being used.

Here are some common tech stack missteps that could be holding back your ABM success and what you can do to fix them.

Reason 1: You’re putting technology first, strategy second

One of the most critical mistakes organizations make is assuming that simply implementing ABM technology will yield successful results.

You may invest heavily in sophisticated martech tools to support your ABM campaigns, but without first understanding the unique needs of your target accounts, you’ll struggle to effectively use the tools at your disposal. 

Successful ABM programs stem from well-crafted strategies that outline clear objectives, target accounts, and methods for engagement. If you’re new to ABM, many effective initiatives can be launched with only the essential tools – such as LinkedIn, email, and simple tracking methods – as long as there’s a clear strategy in place. 

This will allow you to leverage your existing resources to test and refine your approach before making significant investments in technology.

Reason 2: You’re using a generic ABM tool

ABM is not a one-size-fits-all strategy, which is why no single tool can effectively meet all your requirements, particularly when you’re aiming for one-to-few or one-to-many ABM approaches. 

While it may be tempting to invest in just one solution, especially given budget constraints and the fragmented nature of marketing technology, it is both normal and advisable to use a few specialized tools to support various stages of the funnel.

For instance, HubSpot is a particularly valuable tool for nurturing relationships, but Optimizely may be a better choice for data measurement and optimization.

Reason 3: You’re prioritizing expansion over optimization

This might sound like it contradicts the point above, but it doesn’t. 

You could invest in a single tool that doesn’t deliver, but you also risk spending too much by adding more than you need. 

Two-thirds of CFOs believe that increased martech spending hasn’t lived up to expectations, so unless it’s necessary for scaling, companies should focus on optimizing their current tech stack rather than expanding it. 

The key is to get more from what you already have, especially if you’re running an early-stage ABM program. Look closely at your current tools and processes to see where they could be improved.

Reason 4: You’re not making the most of contact-level intent data

Contact-level intent data offers crucial insights that can significantly enhance sales team engagement rates. If your current tools cannot effectively collect and analyze this data, you risk overlooking key insights that could empower your sales team to improve their outreach.

Without the ability to pinpoint which contacts are responding to specific ads, you’re at a disadvantage when it comes to tailoring your communications, making it more challenging to align with the interests and behaviors of your target accounts.

This gap can lead to lower progression rates and an inefficient sales process. As your organization expands its ABM initiatives, failing to integrate third-party intent data means you won’t have access to essential market signals to guide your strategic decisions, further limiting the effectiveness of your tech stack.

Reason 5: You’re not aligning your tech stack with your ABM approach

Your choice of tools must align with the type of ABM approach you choose, whether it’s one-to-one, one-to-few, or one-to-many.

Personalization and content-specific tools can be particularly beneficial for one-to-few and one-to-one strategies, while one-to-many approaches will require you to rely more heavily on automation for broader engagement efforts.

Reason 6: Poor data quality is hindering your tech stack’s effectiveness

The power of your ABM tech stack depends on the quality of the data it processes.

Low-quality or outdated data in your CRM, such as incorrect contact information, incomplete account details, or stale engagement history, can render even the most advanced tools ineffective, leading to wasted resources and missed engagement opportunities.

To keep data quality high, regularly audit and validate CRM and target account information across all ABM tools. Leveraging data enrichment and hygiene tools will improve the accuracy and relevance of your data, enabling more impactful and successful ABM campaigns.

But what if it’s not my tech stack?

If you’ve optimized your ABM tech stack and still aren’t seeing the results you expect, other strategic factors could be limiting your success.

ABM’s effectiveness relies on more than just technology; alignment between teams, clarity of target accounts, and well-defined engagement strategies are equally critical.

To dive deeper into the strategic aspects that drive effective ABM, download our playbook.