5 ABM Mistakes Even Big Brands Make

And How to Fix Them with Smarter Strategy

Even the most recognized names—those with industry-leading tech stacks, experienced teams, and ambitious goals—can fall into familiar traps when it comes to leveraging their sales and marketing platforms. WordPress VIP (WPVIP), the enterprise-grade arm of WordPress, is a prime example.

With clients like CNN, Salesforce, Bloomberg, and even the US Government, WPVIP had invested in the right tools. But investment alone doesn't guarantee results. It takes strategy, alignment, and smart execution to unlock real ROI.

We partnered with WPVIP to turn a fragmented marketing ecosystem into a cohesive, data-driven growth engine. Along the way, we uncovered five common mistakes—ones even the biggest enterprise brands make.

1. Treating Tools Like Strategy

Too often, organizations assume that investing in premium platforms guarantees results. But tools are only as effective as the strategy behind them. Without alignment on how each platform contributes to the go-to-market motion, even best-in-class software becomes expensive shelfware.

WPVIP:

WPVIP had the right tools—Demandbase, HubSpot, and more—but their teams weren't aligned on how to use them. The result? Disconnected efforts, underutilized platforms, and missed opportunities. We started with a system-wide audit to evaluate platforms, processes, and pain points. Then, we helped WPVIP connect their tools into a centralized reporting and strategy framework.

2. Working in Silos

When departments operate in isolation—using different tools, goals, and data sources—it leads to inconsistent messaging, duplicated efforts, and poor handoffs. Siloed operations hinder collaboration, waste resources, and prevent a unified customer experience across the funnel.

WPVIP:

Marketing, sales, and data teams each operated in their own ecosystem. With over 10 platforms in play, the result was fragmented reporting and inconsistent lead/account insights. We connected their toolsets to a centralized analytics platform and created a master architecture asset to visualize data flow. Teams now had access to unified dashboards and shared metrics.

3. Underutilizing Powerful Platforms

B2B marketing tools are often rolled out with limited customization or strategic planning. As a result, critical features go unused, and teams miss out on automation, insights, and engagement triggers that could drive real pipeline growth. Configuration matters as much as adoption.

WPVIP:

Tools like Demandbase were only lightly configured, missing out on intent data, journey staging, and advanced scoring that could empower ABM efforts. We customized WPVIP's Demandbase setup—developing keyword groups, building calculated fields, and defining ABM journey stages. Engagement soared.

4. Neglecting Lead Nurture Strategy

Many brands focus heavily on acquisition but overlook what happens next. Without structured, segment-specific nurture journeys, leads go cold, sales cycles stretch, and conversion rates drop. Effective nurture isn't just follow-up—it's fuel for the funnel.

WPVIP:

Nurture campaigns lacked consistency and structure. There was no clear roadmap for engaging leads across different verticals and funnel stages. We developed 28 segment-specific nurture emails across four key verticals, aligned content to funnel stages, and rebuilt scoring models for better targeting.

5. Measuring Everything (But Understanding Little)

Data overload is real. When every metric is tracked without a clear narrative, teams spend more time interpreting reports than acting on them. The result is insight paralysis—where noise overwhelms signal and opportunities are lost in the clutter.

WPVIP:

Despite producing 25+ reports, there was limited visibility into what was working and what wasn't. Data wasn't driving action. We streamlined reporting into dashboards tailored for specific teams. These dashboards highlighted performance by account stage, channel, and engagement score—enabling real-time decisions.

Conclusion: Complexity Doesn't Have to Mean Chaos

WPVIP had the platforms, the people, and the ambition. What they needed was a partner to bring it all together. By conducting a comprehensive audit, optimizing key platforms like Demandbase and HubSpot, and realigning their strategy around data, Catalysis helped WPVIP turn complexity into clarity. Even the biggest brands can get stuck—but with the right strategy, there's a smarter, simpler way forward.

Want to avoid these mistakes in your org?

Let's talk about how we can audit, align, and optimize your marketing ecosystem for real business outcomes. Click here to send us an email at connect@catalysis.com.