Artificial intelligence and account-based marketing are such intertwined subjects that it’s nearly impossible to read any marketing journal or strategy without the mention of artificial intelligence in some capacity. Marketing and sales teams heavily depend on AI-powered tools like data analysis, chatbots, martech tools, and personalization to optimize their account-based strategy, or ABM as it is called short. Gartner predicted that by 2020, humans would not be required to form most of the enterprise relationships with customers.
Let’s first understand what is ABM and what does it do?
ABM is an approach, a B2B strategy where marketers and sales teams collaborate to identify high-value accounts and VIP customers by doing away with the traditional fishing with a net technique. You may typically have a fair idea about the good fishing spots, but it is highly likely that you will end up catching all kinds of fish. While filtering the best catch, you may have to throw away most of the catch. ABM helps marketers do just that – weed away unqualified accounts. Once the weeding process is complete, AI-powered tools come into play and enable teams to send personalized, relevant content and streamline workflows.
Recommended: Demandbase Delivers Fully-Integrated Account-Based Marketing (ABM) for HubSpot CRM and Microsoft Dynamics 365
This article will focus on AI’s role in leveraging the account-based marketing strategy.
Identify the best fits
Marketo is an automation platform that offers some of the most refined marketing services. The AI can scan through all your contacts and generate lead scores to help you determine the accounts with the highest value. Once the best fits are identified, you can move to the next step of nurturing a personalized relationship.
Personalized content
After identifying the best-fit account, the next obvious step is to create personalized content for the client representing their interests, likes, and dislikes. You can choose from a variety of templates, to create attractive content that resonates with the client’s interests, wants, and needs. The template can tailor and customize the landing pages which are otherwise too generic and boring. With Ai, each client opening the company webpage will witness a more personal and relevant landing page. Experiences are one such software that works magic for you.
Recommended: RollWorks’ ABM Play Generator Makes it Easier for Anyone to Start Their ABM Journey
Enhanced sales and marketing collaboration
As much as you want to focus on your ideal clients and delight them with personalized content, one aspect to make it a win-win is to align the sales and marketing teams in a way that revenue doesn’t suffer. Engagio is all about enabling the sales and marketing departments to work seamlessly through automation and lead management.
Conscious, targeted action
While it’s fantastic to know what your target audience wants and desires, what needs a bit of a push is understanding the audience’s background. 6Sense highlights anonymous visitors, focus on hidden buyer behavior, and keeps a check on the insights to better convert your potential clients into returning customers.
To share your insights with us, please write to sghosh@martechseries.com.
Comments are closed.