Account-based marketing is definitely the most critical component of go-to-market workflow, for enterprise technology businesses. It identifies low-hanging opportunities, primary stakeholders, their priorities, and technology purchasing patterns within target accounts. That is gold!
Also, understanding the buyer-specific deliverables, key performance indicators (KPIs) and priorities are extremely critical to ensure the success of any enterprise ABM motion.
This data is crucial to crafting custom messaging that breaks the ice, resonates with target accounts, and drives meaningful engagement with target accounts.
AI-powered sales intelligence platforms deliver such insights for account-based marketing instantly – helping technology businesses significantly increase sales pipeline velocity.
Cracking the account-based marketing code with AI-powered sales intelligence platforms
AI-powered sales intelligence platforms offer insights into several critical areas that include:
- Company financials (revenue, EBITDA, IT spends) – AI-powered sales intelligence platforms analyze company finances to enable account-based marketing teams to identify the company’s focus areas.
- Key target account priorities – By analyzing earnings call transcripts and financial reports, AI-powered sales intelligence platforms help account-based marketing teams identify strategic priorities – digital transformation, R&D projects, sustainability initiatives, etc.
- Key workloads within target accounts – AI-powered sales intelligence platforms provide insights into essential tasks, processes, or activities – like understanding IT workloads related to data processing or network infrastructure. This insight enables account-based market teams to identify areas where their solutions can drive efficiency and better outcomes.
- Service providers and outsourced workloads of a target account – Account-based marketing teams identify the company’s current service providers and outsourced workloads to pinpoint gaps or inefficiencies that their company’s solution can address.
- Key executives within a target account – Understanding who the decision-makers are within a target account is vital to crafting personalized engagement strategies. AI-powered sales intelligence platforms help account-based marketing teams identify decision-makers for outreach campaigns.
Case study: Identifying whitespace opportunities using AI-driven insights
With the rich insights provided by AI-powered sales intelligence teams, account-based marketing teams can identify whitespace opportunities—areas within a target account that are currently underserved or where there is potential for expansion.
A leading multinational technology service provider used Draup’s AI-powered sales intelligence platform to align their company’s solutions with whitespaces they identified within their target accounts.
They received persona-level insights into key stakeholders, and they managed to reduce their research effort on the target accounts.
The insights enabled the company to reduce account-level research time by 60% and design more targeted engagements that addressed account-level-specific needs and strategic goals of target accounts.
Companies like Salesforce, Microsoft, Capgemini, Intel, PWC, Infosys, and more utilize Draup’s AI-powered sales intelligence platform to micro-target the right decision-makers to accelerate their account-based marketing motion and fast-track deals.
