How AI Supports and Elevates Account Based Marketing

Martech Outlook | Wednesday, September 30, 2020

Coupled with ABM, AI can eliminate process and people redundancy and lead to more efficient workflows.

FREMONT, CA: Account-Based Marketing (ABM) tactics are gaining wider acceptance in the business world today. According to recent research, marketers are now allocating 28 percent of their budget to ABM. That is not surprising since ABM empowers companies to reach, differentiate, attract, and serve enough customers to support them, increase revenues, and grow. Today, the smart companies and their marketing team are looking at merging Artificial Intelligence (AI) into their ABM strategies to scale and be more useful. Know more here.

• Analyzing Data About Users

Top 10 MarTech Consulting/Service Startups - 2019AI can analyze all data types about the users and audience, including close and won percentages, campaign success metrics, and many more. ABM uses this kind of data for better targeting, deeper personalization, and stronger customer relationship building. ABM combined with AI is a good combination because it is more efficient than marketers could ever do their  ABM.

• Delivering Right Message at the Right Time

The marketing team knows exactly what to do to generate leads, or THE sales team knows exactly what to do with those new leads. AI helps ABM learn more about those marketers are selling or marketing to, allowing brands to deliver the right message at the right time. It can sift through data more efficiently than the human counterpart and uncover subtler insights that will help the company grow more easily.

• Deeper Personalization

Personalization and customization is a big part of ABM and one of the major challenges for any company. Using AI with ABM can help gain more visibility into customer and prospect data. Using data like company size, industry vertical, offerings, interests, and click-throughs, brands will be able to build marketing and sales campaigns that map directly to their hurdles. The content will speak to customers on a deeper level because marketers have access to those deeper data points.

• Better Data Management

A brand may be using various software tools to keep tabs with customers and prospects: CRMs, marketing technology, email automation, and many more. The key here is clean data, and AI helps marketers with that. The data is valuable, but only if it is updated and correct and AI with ABM can help keep it clean, standardized, organized, and updated.

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