For Account Based Marketing to be successful, it has to be personal to the prospect and a continual learning process. What works for one person may not work for another. Also, buyers' priorities are constantly changing based on internal and external factors, so you need to work closely with your sales team to understand what is happening ‘behind the scenes’. Regular meetings not only allow sales and marketing teams to share insights with each other, they’re also crucial in ensuring that the messaging a buyer receives, regardless of where it is coming from, is consistent and personalised to them. Digital buying journeys have brought traditional marketing and sales teams work closer together than ever before, so alignment is key. In Account Based Marketing, KPIs and OKRs need to go deeper than just ‘number of leads generated’ or ‘number of deals closed’ if a business wants to find out what is really working for them - or indeed isn’t working! One of my personal favourites is understanding how many senior executives from a customer are currently engaged with us, this shows how valuable the customer perceives your offering to be and as they are usually the decision makers, can help to add credibility to your offering elsewhere within the customer.