When I hear the term ‘Artificial Intelligence’, it always reminds me of watching Sci-Fi classics like Star Trek as a kid. The computers were smart – you could ask them questions and AI was the mysterious intelligence that allowed them to think and give you answers. Even more than that, it gave the Star Fleet Officers so many ways to communicate. They could analyze any piece of data – so everything was data. No matter what it was, if they encountered something they weren’t familiar with yet, they could unravel the mystery with the help of AI. That’s why, for a sci-fi aficionado-slash-marketer like me, the possibilities of AI seem endless, and thoroughly fascinating. And the way it’s expanding the scope of even popular marketing methods like account-based marketing, is probably the most exciting thing that’s happened since I first heard the words “Beam me up Scotty!”
Here’s three ways that AI and account-based marketing make the coolest duo since Kirk and Spock.
Everything IS Data When You Add AI to ABM
Artificial Intelligence in marketing works similarly to the way it did on the Enterprise: it allows your software to analyze all kinds of sub-information, from close/won percentages, to campaign success metrics, to the number of prospects you get from a specific region each month, quarter, or year. When it comes to account-based marketing, this kind of intelligence means better targeting, deeper personalization, and stronger customer-relationships. It also means efficiency – instead of spending months digging through analyzing and dissecting your data, your CRM system is able to do it for you, so insights like “This deal is likely to close” will pop up on your dashboards completely autonomously.
You’ll Know Exactly What You Need to Do
Make those instant Captain Kirk-saves-the-day decisions without worry – well, almost without worry. AI is all about making your data make sense, so now, when you launch a big new campaign, your sales team will know exactly what they’ll need to do with those leads, and your marketing team will know exactly what they need to do to get those leads. Everyone gets a little smarter when AI is involved. With your CRM parsing through all that excellent customer data to identify trends that would take lightyears to unearth, and turning them into actionable insights, you’ll have no trouble identifying which campaign would be more successful for your target account, and understanding the likelihood of your next account coming from the same sector will be easier than ever. Those are the kind of insights that would make Mr Spock proud, and you’ll be able to use them to make precise decisions about where to take your marketing next.
You Won’t Need Warp Engines to Reach A Deeper Level of Personalization
The key to the ‘marketing’ part of Account-based marketing is personalization, and with AI, personalization becomes a native function of your marketing. Forget warp drive, you’ve got everything you need to take your personalization into deep space sitting right in your CRM. Those insights that your smart CRM gives you can also form the foundation for creating truly personalized experiences for your target accounts. Using information like company size, industry vertical, location, offerings and interests, you can build out campaigns that map to your target’s pain points and offer them truly valuable content. This kind of personalization creates a customer experience that is hard to beat, and is just the kind of fool-proof plan Captain Kirk would pull off in a blaze of glory.
You’re probably either obsessed with AI or sick of all the nerdy Star Trek references by now, but don’t give up yet! AI is here to stay, and as a natural expansion of account-based marketing, it’s has the potential power to take your marketing to new heights. ABM can be a true game-changer if executed correctly, and AI serves to make this kind of marketing at scale more versatile and targeted, and more likely to yield incredible ROI than ever before. If all of that sounds like Klingon to you, you might want to check out our eBook “Elevate Your B2B Marketing: A Guide to Account-Based Marketing.”