Using AI to Enhance Your ABM Efforts

Did you know that your B2B business has a best friend?

Account-Based Marketing or ABM, has emerged as a pivotal strategy for B2B businesses. Why? Because of its focus on team alignment to target high-value accounts and boost personalisation which improves customer relationships, conversion rates and ROI.

• Feel free to check out our ABM webinar for a more detailed discussion about ABM.

As it turns out though, ABM just so happens to have another friend who's eager to join the team - AI.

Is ABM and AI a good combination? If you want to find out, skip to the subheading, "What Aspects of ABM Does AI Enhance?". But for those of you who are still new to the topic of artificial intelligence, stick around for this next bit.

Understand the difference between AI and algorithms

It’s important to make sure that you know the difference between AI and algorithms. Why? Because they work closely together it’s easy to confuse them as being the same thing but in reality, they play separate roles.

So, here’s a simple explanation of what these two words mean and how they differ:

• Algorithms: An algorithm doesn’t adapt or change. It’s a set of instructions used to solve a specific problem.
• Artificial intelligence: AI is closely related to algorithms but it’s not the same. AI adapts and learns to become better.

How does AI and algorithms work together?

The algorithms handle the structured, rule-based tasks like data collection and sorting. AI takes this data, learns from it, and makes intelligent predictions or recommendations.

Now that you understand the difference between the two, we can get to nitty gritty bit of this subject.

What Aspects of ABM Does AI Enhance?

Account Identification and Prioritisation:

As we mentioned, ABM is about finding target accounts and prioritising those over others.

But how do you know who is the right account for you?

Well, generally you would base that off of your ideal customer profile. But that also means that you’re going to spend a lot of time searching through data.

Although it’s worth it, it’s time you could be using to work on another aspect of your business.

So, how does AI help? Using algorithms, you can do specific searches while AI helps you to understand and predict whether a target account will engage with you.

One example of how this works is using a lead scoring and fit and engagement model. Both of these methods use AI and algorithms to determine the likelihood of a lead’s engagement with you as well as how well they fit with your ICP.

AI analyses a wide range of data points including past purchase behaviour, website interactions, social media engagement, and demographic information.

Personalisation and Content Creation:

AI-driven tools can create highly personalised content tailored to the specific needs and interests of target accounts.

AI provides you with predictive analytics to give you a good idea of what type of content resonates most with each account, helping marketers to deliver relevant messages at the right time. The deeper your level of personalisation is, the better.

What kind of AI technology should you use to enhance your ABM efforts?

Customer Data Platforms (CDPs):

AI-powered CDP software collects and examines customer information from different places to create a complete picture of each customer.

This helps you understand your customers better and work in harmony with your ABM strategy by focusing on specific accounts. The information you gather also helps you personalise your interactions with customers.

Twilio Segment is a good example of this kind of software.

Predictive Analytics Tools:

Tools like HubSpot Predictive Lead Scoring software can predict account behaviour and buying intent. A tool like this takes care of the heavy lifting, helping teams prioritise their efforts and tailor their strategies to meet the specific needs of each account.

Content Intelligence Platforms:

Platforms such as PathFactory and Uberflip leverage AI to analyse content performance and recommend the most relevant content for each account.

This ensures that your marketing materials are always aligned with the interests and needs of your target audience.

So, what would you say?

Integrating AI-powered tools into your ABM strategy could be the game-changer you’ve been looking for.

Curious to learn more? We're offering a free 30-minute consultation to discuss how we can help you amp up your ABM strategy using HubSpot.

Let’s chat soon!