GLOSSARY -> Account Based Marketing - ABM

B2B Sales Challenges

Common obstacles in B2B selling including long sales cycles, multiple stakeholders, limited personalization, and difficulty identifying actual decision-makers.

B2B sales faces unique challenges compared to B2C. One of the biggest: most ABM and GTM technologies identify companies visiting your website, but not the specific individuals. You know "Salesforce is researching your category" but not which team, which person, or which use case they're evaluating.

The Personalization Problem

Without knowing the individual buyer—their role, seniority, pain points, buying authority—your outreach stays generic. You might target the wrong person entirely (reaching IT when the buyer is in marketing) or send messaging that doesn't resonate with their specific needs.

Modern Solutions

Person-level identification technology addresses this by revealing individual visitors, not just companies. Combined with role-specific messaging and AI-driven segmentation, B2B teams can now personalize at scale—even within large, complex accounts.

LEARN