Why ABM fails before it starts and how to fix it, Tim Hughes

Account-Based Marketing (ABM) should be an obvious win

You focus on a defined set of target accounts, speak their industry language, and build trust through tailored interactions

In theory, it’s marketing at its most human and relevant

But and it’s a big BUT the reason ABM was “invented” in the first place was because traditional marketing methods had stopped working

What We Know Doesn’t Work

One thing is certain: shouting about ourselves doesn’t build relationships

I recently spoke with a company about their ABM program

Their “strategy” was showing LinkedIn ads… about themselves… to individual decision-makers

When I asked why, they said it was for “brand recognition”

Really?

We all know this game

Wrap self-promotion in marketing jargon and convince ourselves it’s strategy

I pressed them on how this approach builds trust. Their answer:

“When the prospect sees our ads, they’ll get an emotional connection.”

Let’s be real, people ignore ads

B2B brands don’t inspire emotional connections the way Apple, Nike, or a favourite record shop might

Nobody gets misty-eyed about payroll systems or cyber-security platforms

Where’s the Customer in All This?

When I asked how their program put the customer first, I was told:

“When the customer sees our ad, they’ll know we’re customer-centric.”

That’s not customer-centric. That’s delusional

What ABM Should Be

ABM works when it’s about the customer’s world, not yours

It’s about earning attention through insight, relevance, and genuine value not interrupting them with a sales pitch in disguise

This is exactly the work we do with sales leaders and their teams: helping them use social selling and relationship-led engagement to influence buyers and changemakers

Instead of talking at prospects, we help clients start conversations, demonstrate expertise, and build trust, even in this AI world, the real foundations of modern selling