Use of Artificial Intelligence in Account-Based Marketing

By Martech Outlook | Friday, October 16, 2020

Artificial Intelligence can dramatically scale and improve all aspects of the ABM strategy.

FREMONT, CA: Artificial Intelligence (AI) is the latest buzzword for marketing. AI is transforming the way brands market to their customers, and no strategy is more perfectly positioned for it than account-based marketing (ABM). Marketers know that ABM strategies can yield higher conversion rates than conventional marketing. It can offer a deeply personalized customer experience and an efficient and target-oriented sales team. With AI powering the ABM strategy, marketers can get insights into the prospects’ levels of engagement and their campaigns' success. Given below are some of the ways AI can have an impact on the ABM strategy.

Top 10 MarTech Consulting/Service Startups - 2019• Target the Right Accounts

AI is capable of measuring intent, thereby making it a great tool for the account selection process. Artificial intelligence can help brands narrow down and tell them how well the set of accounts fits within their ideal customer profile. Specifically, Artificial Intelligence and NLP technologies can provide accurate, high-quality global contact data in combination with domain expertise.

• Improved Relationship-Building

Artificial Intelligence can find patterns and insights humans would not find. Once it understands the motivations behind consumer actions, AI uses it to generate more personalized marketing messages. Depending on where the prospect is within the marketing funnel and the path they took to get there, brands can serve them the appropriate messaging. The marketing team can use this potential to make sure no opportunity is wasted. AI also can personalize content at the right time for every prospect.

• Harmonizing Sales and Marketing Teams

The most significant benefit of ABM is the alignment of the sales and marketing teams, and AI can help brands boost this coordination further. AI can offer sales with activity and behavioral data, which they can then apply in a unique case-by-case manner. This method provides better ROI than the usual generalized technique in which unsolicited calls are made to prospective customers.

See Also: Top Artificial Intelligence Solution Companies

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