As ABM strategy and tech continue to evolve, staying ahead of competitors requires rapidly adopting new marketing trends. Among these, Artificial Intelligence (AI) stands out as a transformative tool with immense potential. While AI is often associated with generative language models like ChatGPT and Bard, its impact goes far beyond that. In this article, we will delve deeper into the wide-ranging benefits of AI in marketing and explore how it can support Account-Based Marketing (ABM) strategies.
Understanding the Scope of AI in Marketing
AI is a term that is frequently misused as a buzzword. These days, it’s nearly impossible to find a company not calling their proprietary tech ‘AI-enhanced’ or something similar. Indeed, not mentioning AI is practically unheard of, no matter how much verbal gymnastics is required to force it into the conversation. The effect of all this AI talk is to dilute the meaning of the term (to say nothing of blowing out my news feed).
Since AI can be taken to encompass a wide range of automated tools, we’ll use Google’s definition of ‘Limited Memory’; which states that AI “…can use memory to improve over time by being trained with new data, typically through an artificial neural network or other training model.” This would include tools like Chat GPT but also some of the more advanced marketing automation platforms.
Top 3 Ways AI Can Benefit Marketing (In General):
- Streamlined Data Entry: Manual data entry can be incredibly time-consuming. For example, assigning a new lead in Salesforce takes an average of 6 minutes. This is not time well spent! By embracing AI automation tools, marketers can eliminate this burden, freeing up valuable time. According to McKinsey, as much as a third of all sales-related tasks can be automated. For instance, sales automation platforms like Conquer.io can automatically log CRM data, reducing the need for manual input and ensuring data accuracy.
- Efficient Data Analysis: AI-powered tools excel in processing large volumes of data swiftly. In particular, the ability to pull together data from multiple sources is incredibly valuable and time-saving. Marketers can extract valuable insights from diverse sources, empowering them to identify trends, create comprehensive dashboards, and make data-driven decisions. Notable examples include Google Analytics and SEMRush, which offer built-in dashboards and data analysis functionalities.
- Enhancing Content Creation: In our experience, generative language models, like ChatGPT and Bard, are nowhere close to replacing experienced writers. AI-generated content can often be bland and formulaic. Additionally, content is based on training material (i.e., the web), so by definition, it is incapable of thought leadership-style content. In the world of ABM, original, valuable content is essential for a successful program. That said, there are still valuable uses for AI to augment content creation processes. For example, generative AI can be employed to write multiple versions of copy for different audiences, vary content piece titles, and adjust copy length, especially for SEO optimization of page titles, meta descriptions, and h1 tags.
Top 4 Ways AI Can Benefit Account-Based Marketing, Specifically
- Personalized Content Creation: ABM thrives on personalization, and AI can play a crucial role in simplifying this complex task. Research shows that stakeholders presented with personalized content are 40% more likely to purchase from a supplier than those served with generic content. Here, AI can automate the process of creating numerous variations of ad copy and assets tailored precisely to different personas. By significantly reducing manual effort, AI allows marketers to scale personalized content creation effectively.
- Delivering Omnichannel Campaigns: ABM requires an integrated and seamless approach across multiple channels. Marketing automation tools like Marketo, HubSpot, and Terminus help marketers orchestrate and optimize ABM campaigns. Leveraging AI algorithms, these platforms determine the right time and message to engage decision-makers, thereby increasing the effectiveness of campaigns.
- Intelligent Account Engagement: ABM platforms such as 6Sense and Rollworks leverage AI to identify the optimal moments for sales representatives to engage with clients. These platforms employ AI algorithms to analyze a range of data points, providing insights into when and how to approach target accounts. By leveraging AI-powered account engagement strategies, marketers can enhance their chances of success and foster stronger client relationships.
- Measuring, Optimizing, and Accelerating Campaigns: AI-powered analytics tools provide advanced measurement capabilities for ABM campaigns. Marketers can gather actionable insights, optimize their strategies in real time, and accelerate campaign performance by leveraging AI algorithms. These tools enable marketers to fine-tune their ABM efforts, leading to better results and improved return on investment (ROI).
Artificial Intelligence presents a vast array of opportunities for marketers, and its potential impact on Account-Based Marketing is significant. For help in understanding what AI and ABM can do for your B2B business, contact the ABM experts at RenderTribe and get started.