Account Based Marketing: Leverage AI for Account Intelligence

Account Based Marketing (ABM) is a powerful strategy for businesses to engage specific high-value accounts with personalized messages and offerings. 

It is a strategic approach that uses the combined expertise of sales and marketing teams to target select accounts with a tailored experience for their specific needs and pain points. 

This targeted approach allows companies to build strong relationships, increase customer lifetime value, and drive customer loyalty. 

Artificial Intelligence in Account Based Marketing 

Sales Intelligence provides invaluable insights about prospects and target accounts. It encompasses various tools and data sources that offer a detailed understanding of an account’s pain points, challenges, preferences, and buying patterns. 

Sales Intelligence allows sales teams to access real-time data, intent signals, and technographic details that facilitate effective personalization. 

Let us examine the areas of ABM that AI-based Sales Intelligence platforms benefit:

1. Account Profiling and Lead Generation

A crucial component of ABM adoption is client profiling. It’s crucial to define an account before you connect with them. With AI, sales teams can crawl through the internet and multiple databases that are relevant for customer profiling. 

By doing this, sales teams can devote many of their resources to cultivating and establishing a rapport with those accounts before eventually closing them. 

AI enables further data segmenting extracted from CRM platforms rather than using the data’s default generic fields. This makes it possible to develop experiences that are highly personalized and improves lead qualification.

2. Smart and Personalized Content Marketing

The first step to delivering an individualized experience to clients is to comprehend the interests and problems of your prospects. 

For your account-based marketing plan to be successful, personalized content is essential. Sales teams can produce content that specifically reflects each user’s preferences. 

59% of B2B marketers avoid personalization since it adds complexity to their marketing campaigns. However personalizing blog posts, emails, and ad text is necessary. AI offers you the technological tools required to satisfy customer demands, which overcomes this issue. 

Additionally, AI can enhance automation. For example, when you receive an email, you are presented with pre-written responses that you can send instead of typing a reply. 

The odds of qualifying a lead decrease by 10+ times just 1 hour after receiving an email. 

Such a feature enhances your email response time if you have hundreds of emails to sort through each day or need to reply to emails while you’re on the go. 

An example of an email marketing solution with AI capabilities is Mailchimp. Other platforms using AI are Automizy and Adobe. 

Harness Analytics and Reporting 

The primary idea underlying account-based marketing is that marketing must transition from volume-based lead-generating programs to individually targeted marketing. This procedure is only possible with the use of vast amounts of organized and unstructured data, both at the firm and individual levels. 

Purchase-intent data, for example, provides insight into buyer behavior by highlighting their current and future demands. Infusing such data into your marketing plan will result in more focused adverts and content, and thus higher conversion rates. 

However, for intent data to be useful, it must be analyzed in real time. AI is the means through which predictive insights from your data are introduced and ABM optimization is achieved. 

You can use AI-enabled solutions to 

• Merge data from diverse sources, eliminating data silos and their related problems. 
• Make the transition from simple reporting and descriptive analytics to predictive analytics. 
• Analyze your competitors’ social media data to acquire insights into their strategies. 
• Unstructured data, such as photographs, must be interpreted. 
• Real-time suggestion modification ensures that your leads are receiving appropriate content and are not being targeted with irrelevant offers. 

The Future of AI’s Role in Account Based Marketing 

Although AI is still in its early stages, sales teams could use it to utilize the insights in your data and open more revenue creation options. 

According to a recent poll, and after monitoring improvements in key performance metrics among organizations who use AI in ABM: 

• Higher closing rates by 59% 
• Higher revenue growth by 58% 
• Higher conversions by 52% 
• Increase in traffic and engagement by 54% 

As technology progresses, the use of AI software is projected to increase. Organizations will be able to fine-tune their account-based marketing tactics as NLP (Natural Language Processing), machine learning, and other AI marketing examples improve.  

It is now up to you to embrace this technology and leverage the power of AI to gain a competitive advantage. You can gain the various benefits of ABM with correct application and comprehension. 

For years, sales executives have relied on interns and other analysts to create an account intelligence report for a client. These reports, however, are easier to create than ever before because of the rise of AI-powered platforms that leverage ML models. 

Draup for Sales, for example, provides sales teams with hyper-targeted account information as well as the ability to segregate accounts and stakeholders using comprehensive and real-time metrics. 

Draup’s account intelligence function uses 8,000+ data sources and over 50 proprietary machine-learning models to create 1,000+ reports for our global clients.