Article | December 6, 2021
The application of AI marketing technology is picking up pace because of its many advantages. According to a 2020 Deloitte survey, 74% of AI adopters agree that AI will be a part of all their enterprise applications by 2023.
What does an AI-based marketing strategy look like, and how do you make the most of it? This article gets into the nitty-gritty of AI marketing technology and how to implement it in ABM so you can maximize your business performance and outputs.
AI’s Role in Marketing
Thanks to its accuracy, B2C businesses use AI marketing technology to target their customers with product or service recommendations. The following are some use cases of AI-based B2C marketing:
AI helps businesses with their 1-to-1 marketing strategies by personalizing their content to cater to every segment.
Emails informing customers of upcoming sales, special access, or exciting offers are sent out via AI technology. Weekend offer emailers, special discount codes, and new product updates are a result of event communication automation so that customers can be informed before time about upcoming events.
Trending topics, investments, event promotions, webinars, customer feedback, product availability, bestselling combo, weather reports, and new blog post updates are provided in real-time to maintain an active connection with customers.
Businesses do this by using the ‘open time content’ AI technology. Manually executing 1-to-1 marketing strategies is nearly impossible, impractical, and does not see much success. AI helps streamline these strategies and executes them effortlessly.
What Goes into Creating an Effective ABM Strategy?
For an ABM strategy to work, businesses need to follow these steps:
Preparing for the ABM Strategy
Organizational readiness is crucial for implementing ABM. Make sure you have a budget and an achievable timeline to execute the strategy, team members who can anchor it, and an understanding of ABM metrics so you can make the most of it.
Synergy Between Marketing and Sales Teams
Your sales and marketing teams should be in sync and not at loggerheads due to account-level communication issues. Discussing the benefits of ABM with both the teams beforehand and coming to a strategic agreement to implement ABM can help them align their goals while executing the ABM strategy.
Identifying Target Segments
Your ABM strategy can do wonders for your business only if you have a precise segmentation of data. Use dimensions like business size, annual revenue, current spending, projected spending, targeted products, geography, open opportunities, closed opportunities, etc., to identify your target segments.
Zeroing-in on a Priority
Having a clear priority helps you streamline your ABM strategy. It should either be acquisition (acquiring new accounts), retention (retaining existing accounts), or expansion (expanding the scope of accounts). Without a clear priority, any ABM strategy may not yield expected results because the efforts won’t be concentrated towards a single goal.
Leveraging AI in ABM Strategy
In an interview with Media 7, Daniel Englebretson, founder of Khronos, spoke about AI’s impact on the future of ABM.
“From my perspective, B2B marketers have faced countless challenges that have formed the basis of new technology – problem brings a solution. I expect AI will solve identity resolution, resolve data challenges, and enhance targeting. I expect AI will address 1:1 content at scale, unlocking the rapid deployment of 1:1 brand experiences.”
Introducing AI into your ABM strategy can help you in the following way:
Once you know your customer’s pain points and interests, you can focus on providing them personalized solutions, products, or services they desire. Of course, personalizing content is complex, but AI makes it easier by offering the technological capacity to deliver what your customer wants.
Efficient Resource Management
Without customer profiling, an ABM strategy cannot achieve the expected output. AI can assist with data crawling the internet to find out important customer information. Also, it segments data acquired from CRM, which gives you more information about a customer than any other generic data. This data is helpful for lead qualification and creating heavily personalized content for a customer.
Since AI does all the heavy lifting, you can allocate your resources to building and nurturing a relationship with the customer.
AI-based marketing in ABM generates automated insights for lead generation. It also highlights campaign performance related to specific, high-value accounts and suggests steps to engage a prospect.
Digital marketing and automation are a dynamic duo where AI brings about intelligent marketing automation. Efficient email campaigns are run when executed by automation. Email marketing companies like MailChimp target customers based on insights to achieve more conversions. When AI and big data use CRM data, large chunks of user information can be collected from different platforms. This information can help with formulating a successful ABM strategy.
ABM Optimization and Predictive Insights
To analyze intent, AI processes data in real-time and gives predictive insights to help with ABM optimization. As a result, it is easier to merge data from different sources with AI-enabled tools, achieve predictive analysis, manage recommendations in real-time, and understand competitor strategies through social media. AI can also interpret images correctly.
Use AI for building a strong relationship with your customer. Personalizing communication by using customer data can be easily achieved with AI.
What Is the Future of AI-enabled ABM Strategy?
ABM, with an AI marketing strategy, has a bright future ahead of it. Demandbase recently conducted a survey in which they found that 80% of marketers had plans to integrate AI into their ABM marketing strategy. Another survey conducted by MarketingProfs concluded that businesses that used AI in their ABM strategies had 59% higher closing rates as compared to others. They saw a 58% increase in their revenue and a 52% increase in their conversions.
Ways Salesforce's AI Einstein Aided U.S. Bank in Growing Revenue
The U.S. bank used Salesforce’s sales cloud AI, Einstein, to boost their revenue. Their lead conversion rate increased 2.35 times after implementing Einstein. They were able to create a model to predict lead conversion. They did this by using Einstein to search through customized historical lead data.
“We work to build high-quality, personalized relationships between our customers and their financial advisors or commercial bankers. There is nothing that replaces that person-to-person interaction. What AI allows us to do is augment that relationship. We can provide our teams with better data and smarter insights, which helps them establish stronger relationships.”
– Srini Nallasivan, Chief Analytics Officer, U.S. Bank
Summing It Up
AI-based marketing can enhance your ABM strategy only if qualitative data is available. Therefore, businesses will need to have clear marketing goals and turn data into an asset.
What Are the Challenges in the AI-based ABM Strategy?
Managing, protecting, and enriching data obtained from CRM and other customer support systems can be challenging.
How Can AI Help in Strengthening Your ABM Strategy?
AI helps with personalizing content, automation, ABM optimization, and providing predictive insights for lead conversion.
What Does a Strong AI-based ABM Strategy Do for Your Business?
A strong AI-based ABM strategy helps with account profiling, analytics, reporting and hyper-individualized content, which leads to increased lead conversion.
"name": "What Are the Challenges in the AI-based ABM Strategy?",
"text": "Managing, protecting, and enriching data obtained from CRM and other customer support systems can be challenging."
"name": "How Can AI Help in Strengthening Your ABM Strategy?",
"text": "AI helps with personalizing content, automation, ABM optimization, and providing predictive insights for lead conversion."
"name": "What Does a Strong AI-based ABM Strategy Do for Your Business?",
"text": "A strong AI-based ABM strategy helps with account profiling, analytics, reporting and hyper-individualized content, which leads to increased lead conversion."
TARGETED ACCOUNT STRATEGY
Article | November 26, 2021
Have you browsed about account-based marketing and how successful it has proved for businesses? Do you wonder whether your business fits in the ABM strategy? And even if you practice ABM, what is to be done differently for your business?
Well, we have answers to all your questions.
As Clive Armitage, CEO at Agent3, said,“We have to act as the eyes and ears of marketing innovation for our clients; they trust us to help them navigate the pace of change in the way that the process of marketing is evolving.”
Thus, your marketing and sales team should be on the same page to deliver an excellent and personalized customer experience.
The implementation of ABM in different industries may be different but the challenges faced are somewhat the same.
The baisc challenge for ABM are personalization and quality content.
So, let us dig deeper into how ABM works for different industry segments. And also focus on how each industry should strategize for successful account-based marketing.
How Is ABM Different for Different Industries?
Every company has different products to sell to various companies. Also, if you sell the same product to distinct companies, you need a unique tactic for every organization.
Account-based marketing is crafting such individual approaches for every client that matters.
For example, if you are an advertising company and you need a luxury car brand account, your ABM strategy will be different for different car brands. It can also be designed differently for every decision-maker.
Thus, you have to be very focused and delicately plan strategies for the target account.
Apart from the people you target, also keep in mind the industry segment that you target. It will help to align strategies with both brands.
Now let us discuss some different types of ABM strategies that work for distinct industry segments.
Types of ABM Strategies (with Real-time Examples)
ABM is a beneficial strategy for all types of companies. But it works wonders for organizations that target large companies who have relatively long sales cycles.
According to the State of Account-Based Revenue Engine 2019 report, organizations saw a whooping 91% improved ROI post-ABM implementation.
Hence, let us see how different ABM strategies have their way of working.
Events have proved to be the most successful of all the ABM strategies.
Once target clients accept the personalized invites to the events, the sales team can easily have in-person meetings. Also, a souvenir, gift, or a creative way of a follow-up meeting should be an incorporated strategy of the event.
Thomas Reuters is an organization that provides news and information tools for professionals. Their challenge was retention and expansion with their key accounts. Thus, they created an event opportunity for these accounts.
In these events, the top executives of the exclusive accounts could speak. And Thomas Reuters would quote them in whitepapers, blogs, and more.
It ensured that the sales team would be in contact with the key accounts all year round. Thus, it increased retention and built good relations.
A webinar is an option when the physical presence of clients at a similar geographical location is not possible.
But a webinar allows curating a more personalized experience and at convenient times with less utility of resources.
HotJar Lightning Talks conference is a webinar hosted by HotJar. This webinar gives the speaker maximum of five minutes to address a particular topic. Thus, no long presentation but just a short glimpse of informative or marketing strategies.
Businesses participate in the webinar to present the challenges and solutions to their prospective clients.
Thus, HotJar had many B2B clients participating in the conference and, the idea became a big hit!
Gifts, marketing material, and creative packages sent through direct mail are a success in ABM. However, account-based marketing requires personalization and direct mail is the best tactic to deliver that.
Billing Tree is a technology-driven payment processing organization.
It faced the challenge of scheduling meetings with the targeted accounts. Thus, they mailed 100 locked cases secured with two combinations of padlocks. These cases contained US$ 100 Amazon gift cards. Billing Tree gave the combination once they got the appointment with the account.
And once the client opened the case, the lid had a video player embedded in it that played the video pitch for the account.
Billing Tree generated an account engagement rate of 60% with the ABM strategy of direct mail.
Personalized advertising has become an easy thing, thanks to IP targeting and re-targeting technology. It allows you to target the big fishes rather than the traditional wide net fishing.
DocuSign is an eSignature transaction management and solution provider company. It wanted to generate more traffic and click-through rates to form gated content.
The company executed personalized ad campaigns to the target accounts that contained industry-specific images, content, and peer logos. And with detailed web analytics, they targeted the accounts at specific times.
This personalized ads ABM strategy boosted DocuSign’s age views by 300% with a massive conversion rate!
Personalized Website Experience
Technology these days has expanded its horizons to provide incredible experiences, and personalized website experience is one of those. Once you get the technicalities right, your target accounts can have an out-of-the-world personalized experience when they visit the desired page or the website.
Savi provides sensor analytics solutions for organizations. Their main client bases are the ones that give critical decisions based on the location and status of people. Thus, Savi has to deal with private and government organizations.
Therefore, as a part of specific marketing and sales strategy, they personalized their home pages differently for different clients.
Thus, when government organizations the homepage was:
And for the corporates, the page was:
Ways to Implement ABM
According to the 2020 State of ABM Report, 94.2% of respondents have successfully implemented this marketing strategy.
Thus, you too can implement account-based marketing with these simple steps.
Identify your high-value clients.
Conduct extensive research on those clients.
Strategize your personalized ABM campaigns.
Implement the account-based marketing strategy.
Analyze the campaign regularly.
Importance of Personalization
Personalization is a crucial part of account-based marketing. Your extensive research about the clients helps you craft unique, creative, and personalized content for them.
A personalized experience ensures an enriched and engaging customer experience.
If a campaign exclusively provides solutions to pain points, clients become customers for life. It also helps to develop good relations.
Remember, account-based marketing is not only about conversions but also about creating brand awareness and relationships.
As Andy Bacon, VP Consulting at Momentum, has quoted, “ABM is all about building better quality relationships; the ROI will follow.”
Frequently Asked Questions
Do different industries need different account-based marketing strategies?
The meaning of account-based marketing is to provide tailored solutions to exclusive clients. So yes, different industries will require different ABM strategies.
One should use distinct and personalized approaches to target different people of the same organization. However, you have to ensure that the marketing message is the same for all, despite the personalization.
What are the different types of account-based marketing methods?
The different types to implement ABM strategies are:
Personalized Website Experience
What role does personalization play in ABM?
ABM is all about personalization. The more personalized your content is, the more likely the chances are for conversion.
Imagine someone selling you a product designed just for solving your problems. You do not even need convincing if it is the answer to all your pain points. That is the same way in which ABM works.
"name": "Do different industries need different account-based marketing strategies?",
"text": "The meaning of account-based marketing is to provide tailored solutions to exclusive clients. So yes, different industries will require different ABM strategies.
One should use distinct and personalized approaches to target different people of the same organization. However, you have to ensure that the marketing message is the same for all, despite the personalization."
"name": "What are the different types of account-based marketing methods?",
"text": "The different types to implement ABM strategies are:
Personalized Website Experience
"name": "What role does personalization play in ABM?",
"text": "ABM is all about personalization. The more personalized your content is, the more likely the chances are for conversion.
Imagine someone selling you a product designed just for solving your problems. You do not even need convincing if it is the answer to all your pain points. That is the same way in which ABM works."
Article | November 26, 2021
When a package arrives at your doorstep, you get excited as a child, no matter what age you are! Some people express their excitement, while some are really good at hiding it. But inquisitiveness and curiosity are natural feelings.
Imagine building up these feelings in the mind of the decision-makers of businesses that you are targeting. So, yes, you will stand out in the crowd and, they will notice the gesture, no matter how small or big it is!
Coming back to the point, we are talking about the strategy of direct mails in account-based marketing. This strategy has proved to be a success for many organizations practicing ABM.
So what exactly is direct mail in ABM and, are there any successful ways or ideal examples to follow? Let us see in detail.
What Is Direct Mail in ABM?
We are aware that account-based marketing is a strategy that involves targeting, personalization and conversions. But what happens when we make tangibility a part of the above process?
Well, the results are impressive.
An Infotrends report stated that the e-mail response rate increased from 7.5% to 9.5% with a multi-channel ABM strategy.
But, the biggest challenges of ABM are delivering a personalized customer experience, choosing the target accounts, and deciding on the correct content.
Thus, direct mail can help you deal with the challenge of delivering a personalized customer experience.
A direct mail strategy delivers personalized objects, messages, and more to the targeted organization’s decision-makers. The best part about direct mail is that you can get as creative as you want. Plus, it ensures that the top team notices your efforts.
“Direct mail is the new black in B2B. There is nothing more personalized than a handwritten note with a personalized direct mail that is fully customized for your prospect or customer.” - Sangram Vajre, CMO of Terminus.
Let us have a look at the best ways to incorporate direct mail in your ABM strategy.
Ideas to Implement Direct Mail in ABM
Remember, no matter what personalized goodies you plan to send to the concerned people, ensure that:
You have a bold, clear, and obvious call to action.
Your message is short, simple, and direct.
Your strategy should be less is more.
You have added the extra personal touch in your mail.
Once you have devised the direct mail strategy, here are some things that you need to keep in mind before implementation.
Determine the Stage in the Buyer’s Journey
Before sending direct mail to your target account, know where they stand in their buyer’s journey. Let us consider these three stages.
If your buyer is in the awareness stage, you need to target all the organization’s decision-makers. Sending them goodies that get them together might be a good idea.
Send a box with a personalized message about your company to one and send the key to another. Or you could gift puzzles pieces to each one that needs them to come together to decode the message.
Congrats! If you reached the demo stage with the target account. Now, if you’re finding it difficult to set an appointment with them, use direct mail to get their attention.
For example: Send them a box with a clock ticking and a surprise to be opened at some given time. As if a demo can be scheduled at that time and claim the gift!
2.1.3 Final Stage
You have closed the deal and are all ready to start the dealings. But some small things seemed to be stuck from the buyer’s end. This is where your research will prove handy. You need the search for a particular likeness about the decision-maker and lure them. It will help you get their attention and close all the pending work.
Send them a password-protected gadget and, they can access that only after the deal is complete.
2.2 Know the Decision-makers
It is an essential aspect in determining the direct mail that you need to send. You should be well aware of the receiver's likes, dislikes, hobbies, and personal traits.
Thus, use social media and everything possible from the sales team to create the best effect.
Determine the Factors for Conversion
Lastly, when the package opens, it should immediately connect to the individual. Thus, when you design or assemble the package, ensure that it connects immediately. Moreover, it should address the pain points and challenges and align with the company’s goals.
Thus, determine the factors that directly affect them and, you will provide the best solutions.
If you are a hiring agency, give them a complete puzzle with just one piece missing. And a couple of options for the missing piece. Once they fit the right piece in, your puzzle says, “Having trouble finding the right person, we will help your hire!”
And ensure that you send a personalized note to every individual along with the common goal of the message.
Benefits of B2B Direct Mail Marketing
No doubt, personalization will elevate your direct mail strategy, thus promising enhanced customer involvement.
But there are other prominent benefits of B2B direct mail marketing. Lets us have a glance at them.
Higher account engagement
Less wastage of resources
Higher win rate
Shorter sales cycles
Create strong connections
The improved success rate of ABM strategy
Ideal Examples of Direct Mail in ABM
Some organizations have nailed it correctly when it comes to direct mail marketing.
Here are a few examples.
The Perry Process
(Image Courtesy: Pinterest)
The Perry Process is a renowned company that deals with used machinery and equipment for 80 years and continues to do.
Thus, it wanted manufacturing companies to sell their unwanted and excess equipment in return for cash.
So keeping this message in mind, they included fake money inserts with a flyer that said, ‘Don’t throw away your money.’
Hence, it succeeded in sending across its message most realistically!
Schott Solar is a company that produces solar panels. Their solar panels came with a 20-year warranty.
(Image Courtesy: D&AD)
To amplify the selling, they included a 20-year warranty calendar along with the solar panel. The calendar stuck out 60 centimeters from the wall, thus delivering the desired message!
Wrapping It Up
So no matter what business you deal with, innovation and creativity are the way to easy conversions!
Thus understand your customers and give them what they want in a quirky style.
Frequently Asked Questions
What is direct mail in account-based marketing?
Direct mail is a tangible ABM strategy wherein products are mailed directly to customers. These products are personalized and have a direct marketing message.
Examples of such products are postcards, catalogs, personal goods, coupons, samples, and more.
What impact does direct mail create on the receiver?
A study by scientists reveals that if a person receives a physical product, it leaves a deeper footprint on the brain.
Thus, a direct mail strategy is sure to get you noticed by your customer. And the best part is that the more creative and personalized you get, the better impact it creates!
Can a simple postcard count as a direct mail strategy?
Of course, it can. If it sends a clear message of your marketing campaign, is personalized, and instigates the customer to take action, it is a successful direct mail strategy.
Always remember, the size or price of the direct mail does not matter, but the impact it creates does!
"name": "What is direct mail in account-based marketing?",
"text": "Direct mail is a tangible ABM strategy wherein products are mailed directly to customers. These products are personalized and have a direct marketing message.
Examples of such products are postcards, catalogs, personal goods, coupons, samples, and more."
"name": "What impact does direct mail create on the receiver?",
"text": "A study by scientists reveals that if a person receives a physical product, it leaves a deeper footprint on the brain.
Thus, a direct mail strategy is sure to get you noticed by your customer. And the best part is that the more creative and personalized you get, the better impact it creates!"
"name": "Can a simple postcard count as a direct mail strategy?",
"text": "Of course, it can. If it sends a clear message of your marketing campaign, is personalized, and instigates the customer to take action, it is a successful direct mail strategy.
Always remember, the size or price of the direct mail does not matter, but the impact it creates does!"
Article | November 25, 2021
We all know that account-based marketing means targeting the best customer accounts, creating personalized marketing campaigns, and getting to the conversion stage.
Though these steps may sound easy, it takes a lot of brainstorming to implement them to convert the accounts that matter the most. To know more about these steps, you can read six hard-hitting lessons for the ABM strategy.
This article will talk about the best and correct ways to implement ABM plans with examples.
But first, let us briefly inform you about ABM and how it works.
Brief Introduction to ABM
Account-based marketing is a marketing strategy implemented by B2B marketers to concentrate on their exclusive clients. First, the sales and marketing team collaborates to collect the maximum data about specific clients. Then these clients are targeted with personalized marketing campaigns on various platforms.
Thus, account-based marketing allows you to utilize your workforce and resources efficiently. It also helps to market your products to a handful of customers who have a 90% chance of conversion.
Now, let us see the correct ways to implement ABM for various B2B industries.
Ways to Implement ABM Plans with Examples
We have specifically chosen the four best ways to implement ABM in B2B marketing strategy. These are the core strategies that have worked for B2B and are sure to work for you too.
But first, look at these wise words from Maliha Aqeel, Director of Global Communications at Fix Network World.
'One of the most common mistakes companies make is implementing a brand strategy that isn’t aligned to the organization’s overall business goal.'
So before implementing any marketing plan, ensure that your brand strategy, marketing campaigns, and everything else aligns with the overall business goals.
Identify Exclusive Accounts
It is the root of your ABM strategy. Your fruits of labor will be decided by the correct places you plant these roots.
So basically, when you are filtering your clients/customers for ABM, here are the key factors to be kept in mind;
Choose the correct industry.
Know the size of the organization.
Identify the needs, challenges, and pain points of the organization.
Know the timelines and hierarchy of their decision-making process.
The answers to these questions will help you to recognize the target accounts precisely.
Vidyard is a video platform that helps businesses transform communications and drive more revenue through the strategic use of online video. It collaborated with SmartBug Media to change the video experience for users worldwide. Thus, they can target the correct customers on Hubspot. In addition, they help customers to make videos an integrated part of their marketing campaigns and other processes.
Craft Tailored Content
Every filtered account for ABM will have unique needs, demands, challenges, and pain points. Thus, you have to craft content to address the customers directly. They should instantly recognize that you understand them and have built solutions exclusively for their challenges.
You should also be ready with different content for different stages of the buying journey. And remember to design content for customers even after they convert. It helps you to be ready for the retention stage.
Like Mark Emond, Founder and President at Demand Spring quotes;
“Content is at the heart of great marketing today. It needs to educate, inspire, and convert. It must be tied to the unique rational and emotional needs of each target persona.”
Intridea executed an excellent content strategy to target the advertising giant Ogilvy. First, they rented a billboard right across Ogilvy’s Manhattan office. The billboard said, “Ogle this, Ogilvy.” Intridea also placed its logo and company URL at the bottom of the quirky line. This exclusive content got them an appointment with Ogilvy’s CEO!
Use Marketing Automation Tools
There are various personalization tools available to assist you in ABM. These tools provide centralized data collection and data analysis. They also coordinate your marketing campaigns across all platforms.
Growsteak is a Vietnamese company that provides advertising and digital marketing solutions. However, it faced several challenges like lead generation and competitor analysis. Thus, they incorporated Hubspot’s Partner Program. It not only helped them overcome their challenges but also generated 5,166% more leads overall.
Measure the KPIs
You need to measure the metrics once you implement ABM. It is one of the essential factors of a successful ABM strategy. However, these metrics are different from traditional marketing. Thus, you need to keep a hawk’s eye on them.
Some of the KPIs to consider are;
Is the current coverage of key clients sufficient and, is it growing?
Are there known or anonymous visits to your site? Have they increased?
Is the incoming traffic getting converted?
How much is the depth of engagement?
Has the strategy made it easy to get appointments of the target accounts?
The success of account-based marketing depends on research and personalization. The more effort you put in to know your clients, the closer you get to convert them. Thus, make use of the abundant data and accurately target your potential customers!
Frequently Asked Questions
Is ABM more successful than traditional marketing?
Yes. Compared to traditional marketing methods, ABM has proved to create wonders and save a lot on time, resources and workforce. It has also guaranteed a better success and conversion rate for the sales and marketing teams.
How important is personalization in marketing?
Personalization plays a prominent role in ABM. A trust factor builts if you can address the challenges and pain points of the client with personalized solutions.
Also, personalization ensures a higher rate of getting appointments and conversions of the targeted accounts.
Can SMBs also implement ABM?
Of course. SMBs have a higher chance of growing if they plan their marketing strategy along with ABM. It will allow them to understand the market and their customers from the very beginning. And once they have converted the customers, retention will be an easy task.
"name": "How do small business owners use technology to improve their business?",
"text": "Small businesses can use technology in multiple different ways. For instance, they can use technology to connect with their customers, communicate with their employees, sell their products or services, better coordinate between the employees, simplify manual work, and many more."
"name": "How much do small businesses spend on technology?",
"text": "Small businesses should acknowledge a few technologies in their business operations. Below are the mentioned requisites:
"name": "What are the latest business technologies?",
"text": "The latest and trendy technologies that are in widespread use in the business world are mentioned below:
Internet of things (IoT)
Virtual & augmented reality
Robotics & automation