How do you use AI and automation to scale and enhance your ABM campaigns?

1 Identify your ideal accounts

The first step of ABM is to identify and prioritize the accounts that are most likely to buy from you, have high lifetime value, and fit your ideal customer profile. You can use AI and automation tools to analyze your existing data, such as CRM, website, email, and social media, and find patterns and signals that indicate account fit, intent, and readiness. Some examples of tools that can help you with this are Demandbase, 6sense, and Leadfeeder.

2 Create personalized content and offers

The next step of ABM is to create content and offers that are tailored to the needs, challenges, and goals of each account. You can use AI and automation tools to segment your accounts based on their attributes, behavior, and stage in the buyer's journey, and generate relevant and engaging content and offers for each segment. Some examples of tools that can help you with this are Uberflip, PathFactory, and Hushly.

3 Deliver omnichannel campaigns

The third step of ABM is to deliver your content and offers to your accounts across multiple channels, such as email, social media, web, and ads. You can use AI and automation tools to orchestrate and optimize your campaigns, and ensure that you are reaching the right decision-makers at the right time with the right message. Some examples of tools that can help you with this are Marketo, HubSpot, and Terminus.

4 Measure and optimize your results

The final step of ABM is to measure and optimize your results, and prove the ROI of your campaigns. You can use AI and automation tools to track and analyze your account-level metrics, such as engagement, pipeline, revenue, and retention, and identify what is working and what is not. Some examples of tools that can help you with this are Bizible, Full Circle Insights, and Engagio.

ABM is a powerful way to grow your business, but it can also be complex and time-consuming. By using AI and automation tools, you can simplify and scale your ABM campaigns, and deliver more value to your accounts and your organization.