picture of the abm playbook

5 Reasons Legacy ABM Platforms Fail Their Customers

Account-based marketing (ABM) has always been a promising approach for companies targeting high-value accounts via personalized campaigns. After all, the commitment to extreme accuracy, deeper customer engagement, and better ROI has made ABM an attractive marketing avenue for many businesses. 

However, implementing and managing ABM has traditionally been cumbersome and complex. While the concept of ABM has been around for a good ten years and has helped many companies achieve unprecedented success, others have been forced to abandon ABM strategies based on high barriers to entry.

The good news: these traditional barriers are disappearing as newer, more focused solutions enter the market. Platforms like Propensity are designed to make ABM accessible to everyone with a next-gen approach that promises ease of use, affordability, and more immediate ROI. So today, we'll delve into legacy ABM approaches and the barriers they've created. We’ll contrast their limitations against the latest next-gen competitors (including Propensity) to show just how advanced ABM has gotten - and how much easier it is to adopt. If you’ve ever considered account-based marketing, but had reservations based on high costs or overly complex processes, now’s the time to get excited about ABM all over again!

Traditional ABM Platforms and a Legacy of Complexity

While legacy technologies have paved the way for ABM and shown the clear value of focusing on in-market accounts (and personalized messaging), they often lack clarity and intuitiveness modern companies require when adopting new technologies. These barriers to entry mean many marketers have struggled to reap the full benefits of a traditional ABM campaign. 

Early adopters of ABM struggled with these five legacy solution issues:

  1. Lengthy implementations. Older ABM setups involved a long, arduous process that required significant time and resources.
  2. Complicated management. Too many features left users feeling overwhelmed. Navigating through layers of functionalities without adequate support left many at a loss for how to leverage insights or connect with leads.
  3. High costs and long commitments. Earlier forms of ABM often demanded significant investments, with multi-year commitments that included hidden ad costs. The financial burden alone turned many potential customers away.
  4. Challenging ROI measurement. Demonstrating clear ROI proved to be difficult when using legacy ABM. The complexity made it nearly impossible to trace the exact impact of ABM efforts on KPIs such as revenue or customer acquisition.
  5. Lack of effectiveness. After investing so much time, effort, and money, many companies found that existing options didn't deliver the promised results and became disenchanted with ABM altogether.

Next-gen ABM, on the other hand, has removed these traditional barriers to entry and found a way to make this popular marketing strategy more accessible and easier to understand for faster implementation and more apparent ROI.

The Next Generation of ABM: Simple and Affordable

Next-gen solutions like Propensity are designed to address pain points that have plagued ABM practitioners for years. They've actively removed the friction and complexity associated with legacy ABM tech and replaced typical shortcomings with a more streamlined ABM approach tailored to deliver results quickly:

  • Rapid, simplified implementation. Unlike previous generations of ABM, which can take months to set up, next-gen solutions can be up and running in a matter of days. The intuitive interface and step-by-step setup guide ensure that even those new to ABM can get started quickly. 
  • Simplified management. Managing ABM must be seamless for marketing teams. A user-friendly design and streamlined features make it easy for marketing teams to execute campaigns without getting bogged down in unnecessary complexities. 
  • Cost-effective, transparent pricing. Modern marketers want the flexibility to pivot their strategy on the fly. Solutions like Propensity break away from the tradition of expensive, multi-year commitments and hidden costs. The latest solutions offer flexible pricing that caters to businesses of all sizes, without requiring long-term contracts. 
  • Clear and measurable ROI. One of the most significant challenges with earlier iterations has been demonstrating an ABM campaign's ROI. Next-gen solutions tackle this head-on with robust analytics and reporting tools that provide clear insights into campaign performance
  • Effective integrations. ABM is part of a larger growth process, and as such, needs to integrate seamlessly with a company’s existing tech stack. ABM solutions that plug into a company’s CRM and sales automation tools help target and nurture leads at every step of the sales funnel while facilitating organic hand-offs between marketing and sales teams. 

Propensity's Game-Changing Features

Standout features make Propensity an effective next-gen ABM platform. These unique twists on traditional approaches ensure ABM is more efficient while ensuring marketing and sales can collaborate seamlessly on strategy. The results: better transparency and a quicker path to ROI.

Intelligent Account Targeting

Propensity uses advanced machine learning algorithms to help identify and prioritize high-value leads. It analyzes a range of data points, including firmographic and behavioral data and first and third-party intent signals, to ensure that target accounts have the highest conversion potential.

Personalized Campaigns at Scale

With Propensity, creating personalized, automated campaigns is easy. Built-in AI functionality helps shortcut the playbook creation process for faster campaign set up. Users have the freedom to craft tailored messages and offers for each account. AI assistance, coupled with customizable plays, enables companies to build laser-focused strategies around relevant and engaging outreach. These advanced features allow teams to scale their personalized campaigns without sacrificing quality.

Seamless Integrations

Propensity integrates seamlessly with existing CRM and marketing tools, including HubSpot, Apollo.io, and Salesforce, allowing organizations to sync data effortlessly. This ensures that ABM efforts are aligned with broader marketing and sales efforts while providing a unified view of customer interactions.

Analytics and Reporting

Propensity's analytics dashboard showcases daily engagement that reveals campaign performance. From engagement metrics to conversion rates, users have all the data they need at their fingertips. This allows for rapid adjustments and optimizations to keep campaigns on message and track.

Collaborative Workflows

Distinct ABM features enable marketing and sales teams to collaborate more effectively. With shared dashboards and engagement updates, both teams can stay aligned on account strategies and goals, fostering a more cohesive approach to ABM.

Next-Gen ABM Success Stories

Companies that switch to Propensity quickly reap the benefits. For example, inbound marketing agency Weidert Group has been using Propensity to run and optimize ABM campaigns to deliver carefully targeted market-qualified leads to clients—a strategy that has witnessed 5X more engagement. Similarly, RIVET, a SaaS-based construction software, increased its brand visibility in less than six months, helping the company land more demo requests and increase conversions in record time. 

Non-profit Merit America also benefited from Propensity's next-gen approach to ABM. Results were evident in the first campaign, with a 97% increase in web traffic and 119 hot leads across 33 accounts. The team even improved on their initial success, increasing qualified leads from 119 to 430 by their second campaign. These results were delivered in weeks, not months, and the company continues to record impressive KPIs while maintaining a solid pipeline velocity over time. 

Time to Make the Switch

If you've been frustrated with legacy ABM platforms' complexity, cost, and ineffectiveness, it's time to switch! Propensity’s next-gen ABM approach is designed with the modern marketer in mind, offering a simplified, cost-effective, and effective solution that addresses your Account-Based Marketing needs. With Propensity, you can focus on what truly matters—engaging and converting high-value accounts—and get started in as little as 30 minutes