Recently, I came to a realization. Even if we aren’t aware of it, the majority of us are using account-based marketing (AMB). This is so because the ABM method makes a lot of sense. If you want to make sales, you should focus your limited resources on a small group of well-qualified prospects.
The statistics support ABM’s effectiveness. For example, a survey by Alterra Group found that 97% of participants’ B2B performance improved after they used ABM strategies. Strategic Selling, a very popular book by Stephen Heiman and Robert Miller, came out in 1988. Since then, B2B sales teams have used ABM techniques to increase sales.
But since 1988, a lot has changed. What’s different now? What does the future of account-based marketing look like? Things are evolving thanks to artificial intelligence (AI). Does your company use AI effectively?
Artificial Intelligence is Shaking Things Up
To find the greatest prospects in the past, the marketing and sales teams relied on their contacts in the sector and killer instincts. Artificial intelligence nowadays can support this procedure. In order to qualify leads and ultimately close them, it can add another layer of information. The best part is that AI can help close the communication gap between these two teams and increase marketing ROI.
Your marketing team can scale their efforts while still sending highly targeted messages by adding AI to the ABM techniques they already use. The technology transforms all the information and data into a personalised experience, making it simpler than ever to initiate discussions and close sales.
AI can assist you in finding lucrative prospects who don’t fit your regular profile, in addition to helping you close sales with your recognised prospects. A subject matter domain’s most predictive components or traits can be found via AI, according to marketing guru Jim Sterne. It can find the most telling traits, determining which to pay attention to and which to ignore, even with a lot of noisy data and a wide range of data types.
Account-Based Marketing – Managing Expectations
Even if you’re optimistic and excited about how AI and other technologies could help close all the gaps between sales and marketing, it’s still important to keep your expectations in check. No machine will ever be able to replace a good marketing team and a good salesperson, because people are still important.
In fact, a skilled and attentive management team can help bring together different parts of your business. Your team’s leader determines how strong it is. A good leader would get their followers to work with AI to find and take advantage of opportunities. With AI, the data is there, but you need smart people to figure out what it means, act on it, and get results.
Recent Comments