Article | Thanh Hoang

How AI is transforming ABM strategies

10 March, 2023

If you’re still relying on the traditional account-based marketing (ABM) approach, it’s time to wake up and smell the coffee. The game has changed, and the rise of artificial intelligence (AI) is transforming the way businesses approach ABM. With the power of AI, you can now supercharge your ABM efforts and achieve even greater results. But don’t just take our word for it. In this blog post, we’ll dive deep into the ways in which AI is revolutionizing ABM strategy, and why businesses that fail to embrace this new technology risk being left in the dust.


1. How account-based marketing has evolved over the years?

Hey, did you know that account-based marketing is no longer just for big companies with deep pockets? That’s right. ABM has gone mainstream, and with the help of marketing automation and data analytics platforms, businesses of all sizes can easily implement highly targeted campaigns on a large scale.

But it doesn’t stop there. Today, ABM is all about hyper-personalization and strategic targeting, delivering results that traditional marketing approaches could only dream of. And now, with the rise of artificial intelligence, the game has changed once again. AI is advancing ABM to new heights, making it even easier for businesses to achieve impressive results.

How, you ask? Well, AI-driven marketing technology can help businesses understand customer behaviour, automate boring tasks, and optimize campaigns for better results. It can also analyze customer data, generate insights, and make predictions about the future. Plus, AI can target audiences with precision by using natural language processing (NLP) and machine learning algorithms to identify and segment customers based on their interests, preferences, and behaviours.

So, get ready to impress your customers like never before. With AI-driven marketing technology, you can craft personalized experiences tailored to each individual customer’s needs. You can also automate processes like content creation, ad placement, and optimization, reducing costs and increasing efficiency. It’s time to take your ABM strategy to the next level with the power of AI.


2. How AI is revolutionizing the way ABM is done

Artificial intelligence is changing the game of Account-Based Marketing in ways that were once unimaginable! It’s a revolution that’s transforming the way businesses approach customer acquisition and retention. AI-powered ABM has opened up a whole new world of possibilities for marketers, making it easier to target and engage with the right customers in a way that’s personalized, effective, and efficient.


Image generated using the power of AI – via Midjourney.


Getting super personal

Personalisation has always been a crucial part of ABM because it helps marketers engage with prospects on a more meaningful level. But personalizing content and messaging for each account at scale can be time-consuming and resource-intensive. That’s where AI comes in.

AI-powered personalization tools like Demandbase and Evergage (now part of Salesforce) use machine learning algorithms to analyze data on your target accounts and create personalized content and messaging at scale. They can collect data on your prospects’ browsing behaviour, social media activity, past interactions with your brand, and more to create a detailed profile of each account.

Using this data, they can automatically tailor your website content, emails, ads, and other marketing collateral to each account’s interests and needs. For example, they can display different product offerings, messaging, and calls to action based on the account’s stage in the buying process or industry.


Building understanding and insights

One of the key benefits of using AI in your ABM strategy is that it allows you to tap into the power of data analytics. By analyzing vast amounts of data, AI can identify patterns and trends that would be impossible for humans to detect. This means you can gain a deeper understanding of your target accounts and their needs, enabling you to deliver highly relevant and timely messaging that resonates with them on a personal level.

One AI tool that is revolutionizing ABM by tapping into the power of data analytics is Bombora’s Intent data platform. This cutting-edge platform uses AI to analyze billions of data points from across the web, including content consumption, search behaviour, and social media interactions. Which gives you a real-time view of your target accounts’ interests and buying intent.

Using Bombora’s Intent data platform, businesses can gain valuable insights into which topics and products their target accounts are actively researching. Which enables them to deliver highly personalized and targeted messaging that resonates on a deeper level. For example, if a target account is researching a specific product or solution, Bombora’s platform can provide you with the information you need to deliver the right message, at the right time to that account.


Refining your Ideal Customer Profile (ICP)

Another way that AI is revolutionizing ABM is through the use of predictive analytics. By analyzing data from past campaigns, AI can identify the characteristics of accounts that are most likely to convert, enabling you to focus your efforts on those target accounts that are most likely to generate revenue for your business. This can help you to optimize your budget and resources, ensuring that you get the best possible return on your investment.

One example of an AI-powered predictive analytics tool for ABM is 6sense. 6sense’s platform uses AI to analyze a wide range of data sources, including intent data, firmographics, and technographics, to provide businesses with a comprehensive view of their target accounts. By using this data, 6sense can identify accounts that are in the market for a particular product or service, enabling businesses to prioritize their outreach efforts and tailor their messaging to each account’s specific needs.



AI can also help streamline the ABM process, automate tasks like lead generation, scoring, and nurturing. This frees up time for marketers to focus on higher-level strategy and creative work, while the AI handles the grunt work. It’s like having a team of super-efficient assistants who never tire and are always focused on achieving the best results.

One of the AI tools that are transforming the ABM landscape is LeanData. LeanData’s platform uses AI to automate the entire lead routing process, enabling businesses to ensure that leads are assigned to the right sales reps quickly and efficiently.

With LeanData, businesses can streamline the lead routing process by automating the assignment of leads based on pre-defined criteria, such as industry or job title. This means that businesses can ensure that leads are assigned to the sales rep with the most relevant expertise and experience, maximizing the chances of conversion.



Image generated using the power of AI – via Midjourney.


3. An example of successful AI-driven Account-Based Marketing campaigns

How AI transformed Marketo‘s ABM strategy

One successful case study comes from B2B software company Marketo, which used AI to improve their ABM strategy. Marketo wanted to target high-value accounts that were most likely to convert, but they had a limited budget and a large number of potential accounts to choose from. To solve this problem, they turned to AI.

Marketo used an AI tool called Mintigo (now part of Anaplan) to analyze data on its target accounts, including their website behaviour, social media activity, and firmographic data. Mintigo’s predictive analytics algorithms were able to identify the accounts that were most likely to convert and provided insights on the best way to approach each account.

Using this data, Marketo was able to create highly targeted campaigns and personalized messaging for each account. They used an AI-powered platform called Conversica to automatically engage with prospects via email and qualify them based on their level of interest.

The results were impressive. Marketo was able to increase their email open rates by 242%, their click-through rates by 172%, and their reply rates by 539%. They also saw a 30% increase in the number of qualified leads and a 10% increase in the conversion rate.

This case study is a great example of how AI-powered predictive analytics can transform your ABM strategy. By using AI to analyze data on your target accounts, you can identify the most promising accounts and create personalized campaigns that are more likely to convert. This can help you generate more leads, close more deals, and achieve better ROI on your marketing investments.

So, if you’re looking to revolutionize your ABM strategy, consider incorporating AI-powered predictive analytics into your toolkit. With the right tools and approach, you can achieve impressive results as Marketo did.



Image generated using the power of AI – via Midjourney.


4. When AI Goes Wrong in ABM

But…there’s always a “but”, while AI is undoubtedly revolutionizing the way ABM is done, it’s not a silver bullet solution.

It’s great to embrace the power of AI to help marketers target and engage with target accounts, but it’s critical to take a nuanced approach. ABM is a complex process that requires more than just technology – it necessitates an understanding of the target audience, strategic planning and meaningful messaging to be successful. So let’s get excited about using AI for ABM, but remember to include all the components for success!

Furthermore, there can be ethical and privacy concerns associated with the use of AI in marketing. Companies must be careful to use their data in ways that prioritize the privacy and security of their customers, and be transparent about how they are collecting and using this information.

However, it’s worth noting that AI is not a replacement for human expertise. While AI can help you to automate and optimize many of the manual tasks involved in ABM, it’s still the human decision that can ultimately make the difference. It’s essential to have a team of skilled marketers who can interpret the data and make strategic decisions based on the insights provided by AI.



Image generated using the power of AI – via Midjourney.


5. How to implement AI-powered ABM strategies in your organization

Ready to take the plunge and implement AI-powered ABM strategies in your organization? Great! But before you dive in, it’s important to have a plan in place. Here are some key steps you can take to ensure that your implementation is successful:


Define your goals

Before implementing any AI-powered ABM strategies, it’s important to define your goals. What are you trying to achieve? Is it to increase revenue, generate more leads, or improve customer retention? Once you have a clear idea of your goals, you can create a roadmap for achieving them.


Choose the right AI tools

There are many AI tools available on the market, so it’s important to choose the right ones for your organization. Look for tools that align with your goals and can help you achieve them. Make sure to evaluate different options, read reviews, and consult with experts before making a decision.


Collect and analyze data

AI relies on data to make accurate predictions and recommendations. Collect as much data as possible on your target accounts, including their website behaviour, social media activity, and firmographic data. Then use AI-powered tools to analyze this data and gain insights into your target accounts.


Develop highly targeted campaigns

Use the insights gained from your data analysis to develop highly targeted campaigns that resonate with your target accounts. Personalize your messaging, offer relevant content, and use AI-powered platforms to engage with prospects automatically.


Monitor and optimize your campaigns

Once your campaigns are up and running, it’s important to monitor their performance and optimize them as needed. Use AI-powered analytics tools to track metrics like email open rates, click-through rates, and conversion rates. Use this data to refine your campaigns and improve their performance.

While implementing an AI-powered ABM strategy may seem daunting, it’s a worthwhile investment for any organization looking to drive revenue growth and build stronger relationships with their target accounts. By following these steps and approaching the implementation with a critical eye, you can ensure that your AI-powered ABM campaigns are successful and deliver the results you need.


In conclusion, while AI is changing the way ABM is done, it’s important to approach its implementation with a nuanced understanding of the target audience, strategic planning, and meaningful messaging to ensure success. Companies must also prioritize the privacy and security of their customers when using AI in marketing. While AI can automate and optimize many of the manual tasks involved in ABM, human expertise is still essential for interpreting data and making strategic decisions.

As AI continues to revolutionize ABM, what other innovative applications will emerge? How can businesses continue to improve their ABM strategy using AI, while balancing it with human expertise?

These are the questions that you – a forward-thinking marketer should ask yourself as you navigate the new era of account-based marketing.



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