Launching And Scaling an Effective ABM For Your B2B

You are a B2B (business-to-business) marketer and you’ve not integrated ABM (account-based marketing), then something is definitely wrong and needs fixing right away. In a world where B2B marketers are facing stiff opposition from their competitors, every marketer should utilize the ace from the pack. You are expected to play your best hand and not hide behind a finger. B2B marketing thrives on information gathered about the customer and what better way to utilize the data than account-based marketing. 97% of marketers say ABM approaches have resulted in higher ROIs than other marketing initiatives. Of what use is any data to you if you can’t use the information to target the customer? Focusing attention on a given account allows marketing and sales teams to be more effective in their efforts so that they stop beating about the bush and chasing dead-end leads which consume time and other resources. There is always the “these guys actually know me feeling” about buyers when you send them a personalized message. Any time you hit on their pain points, they appreciate your concern and feel like your company understands them, and that translates to easier sales. With humans spewing out data to the tune…

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Marketing, Technology

How to Boost Account-Based Marketing With AI

Kaplan and Haenlein, define Artificial Intelligence ( AI) as “a system’s ability to correctly interpret external data, learn from such data, and use those learnings to achieve specific goals and tasks through flexible adaptation.” Account-based marketing (ABM) on the other hand completely depends on data and its interpretation. On a daily basis, people are churning out very large volumes of data and according to sources, about 1.7 megabytes of new information will be created every second for every human being on the planet by the year 2020. Since technology has conferred the status of a global village to the world, trails you leave anywhere in the world can easily be located, collated, analyzed, and stored in a database for future use. Some few years back, it wouldn’t have been easy to get this information and even where you do it would take much time and effort. But now, algorithms, tracking codes, and advancements in technology such as machine learning and artificial intelligence (AI) mean that this process can be almost entirely automated, sparking insights throughout the sales lifecycle that humans otherwise would not see. This is where AI comes in to complement ABM which usually allows for a much more…

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