Account-based marketing has become a critical focus area in B2B for teams looking to build business with high-potential accounts and solidify revenue streams. While the allure of growable ARR and dependable NRR make perfect sense, the path to substantive ABM success trips up many organizations that dive in under-prepared. Go-to-market teams built for volume typically stumble over four major obstacles they haven’t had to contend with before. Until they solve for these, they commonly remain stuck, begin finger-pointing, and not infrequently decide to reverse directions back to where they started from.

In this webinar, TechTarget’s CMO, John Steinert, and leading revenue operations practitioner Josh Hill will discuss four of the major pitfalls they’ve seen derail many ABM efforts. (Hint: neglecting the buying team is a big one.) Join us as we discuss what to watch out for in your own organization, and how to work your way through to the solutions you’ll need to succeed.