How to Create an Effective AI Marketing Strategy?

Apurva Pathak | December 6, 2021 | 297 views

AI Marketing Strategy

Introduction

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:

Personalization

AI helps businesses with their 1-to-1 marketing strategies by personalizing their content to cater to every segment.

Event Communication

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.

Real-time Content

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:

Content Personalization

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.

Automation

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.

Enhancing Communications

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.

FAQs

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.

Spotlight

Jellyfish

Jellyfish is the world’s biggest boutique agency, with offices spanning EMEA, the US and APAC. The agency works in partnership with brands to help achieve business success through their marketing strategies, resulting in perfect digital journeys for their customers. The team of over 600 employees use a combination of digital capabilities, technology and talent to deliver integrated digital solutions for some of the world’s most respected brands. Working with industries such as property, retail, pharmaceutical, finance and automotive. Clients include Experian, Rackspace, Nestle, Ugg, Toyota and Samsung, among many others.

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Top 10 Rich Buyer Intent Data Software for More Sales in 2023

Article | August 3, 2022

Contents 1. Market Dynamics of B2B Buyer Intent Data Software 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing 5. Summing up Driving conversions has become more precise and predictable with the use of high-quality buyer intent data. As buyer intent marketing has emerged as one of the most promising tools to get the most out of your account based marketing campaigns, companies can quickly reach out to their highest potential prospects. This way companies can better plan the sales numbers and keep up with the rising demand for their products and services in the market while maintaining consistent customer experiences. Buyer intent data software are capable to - Provide granular insights into customer behavior and purchasing patterns. Identify potential customers who are actively in the market for a product or service. Improve target marketing efforts by enabling companies to reach the right people with the right message. Enhance sales team's ability to close deals by providing them with valuable information about their prospects. Improve overall marketing ROI by focusing resources on high-value prospects. Facilitate data-driven decision making by providing actionable insights. Monitor and analyze market trends and competition. By using buyer intent data software, companies can gain a deeper understanding of their customers, making it easier to deliver a personalized and relevant experience, and ultimately increase conversions and sales. 1. Market Dynamics of B2B Buyer Intent Data Software “The buyer intent data software market is projected to reach USD 15 billion at 20% CAGR by 2025.” This growth is attributed to data-driven decision making, digital transformation, and e-commerce initiatives among businesses that has increased the adoption rate for buyer intent data software among large progressive enterprises. The demand for personalized shopping experiences and refined customer engagement drives rapid market growth in the buyer intent data industry. 2. KPI for Good Purchase Intent Data and How Does a Buyer Intent Data Software Determine the Purchase Intent? Key Point Indicators (KPIs) for Good Buyer Intent Data: 1. Relevance: The data should be directly related to a buyer's intention to purchase a product or service. 2. Timeliness: The data should be collected and analyzed in real-time to accurately reflect a buyer's current purchasing intentions. 3. Accuracy: The data should be accurate and verified to ensure its reliability and usefulness. 4. Completeness: The data should include all relevant information about a buyer, such as demographics, previous purchases, and search history. 5. Consistency: The data should be collected and analyzed using consistent methodologies to ensure comparability over time. 6. Privacy: The data should be collected and stored in a way that protects the privacy and confidentiality of the buyer. How Does Buyer Intent Data Software Determine the True Intent of a Customer Behavior? Buyer intent data software determines the true intent of a customer behavior through various methods such as: Natural language processing (NLP) Machine learning algorithms Data analysis of customer interactions and behaviors Integration with other data sources (e.g. search history, demographics, etc.) Predictive analytics The software analyzes a wide range of data points to understand the motivations behind a customer's behavior, such as their search queries, content they engage with, and the actions they take on a website. It refers to information about a potential customer's interest or intention to purchase a product or service, usually gathered through online behavior such as web searches, social media activity, email interactions, and previous purchase history. This data can provide insights into what a customer is looking for, their buying journey, and the likelihood of them making a purchase. It can help businesses to tailor their marketing and sales efforts, better understand their target audience, and increase the chances of successful sales. This information is then used to create a comprehensive profile of the customer's intent and provide insights into how they are likely to behave in the future. 3. Optimizing Your B2B Buyer Intent Data Using Software to Drive Sales Monitoring the impact of your account-based marketing efforts is important to drive sales. Checking what has worked in the past using the historical data helps understand the patterns in your data which in turn helps you learn and narrow your focus when it comes to purchase intent data. These trends will change as per your industry however, they all help large enterprises to bring in more sales and data intelligence. As far as the buyer intent data goes, gathering and analyzing the data from all the sources using technology and algorithms refine your intent data and helps you find higher potential accounts and take data-driven decisions. 4. Top 10 B2B Buyer Intent Data Tools to Accelerate Sales with B2B Account-based Marketing Depending upon your specific needs and budget as well as your B2B industry, you can select an account-based marketing software with buyer intent data tools. We have listed some of the top B2B intent data providers to accelerate your B2B account based marketing down below. 6 sense:6Sense is a leading ABM software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Additionally, 6Sense offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Albacross: Albacross is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses lead generation and account-based marketing technology to gather insights on your target accounts' digital behavior, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Albacross helps B2B marketers identify their ideal customer profile and generate high-quality leads by tracking website visits and providing information about the companies visiting your website. The platform also offers a range of features, such as lead scoring, account-based retargeting, and email tracking, to help you optimize your ABM strategy and improve the impact of your campaigns. Bombora: Bombora is a B2B data solutions company that provides account-based marketing (ABM) software for buyer intent data. The platform aggregates business intent data from various sources, including content consumption, social media activity, and job postings, to help B2B marketers gain insights into the buying signals of their target accounts. Bombora's technology provides actionable data on the topics that your target accounts are researching, enabling you to personalize your outreach and tailor your messaging to their specific needs and interests. The platform works with ABM and marketing automation tools like Marketo, Pardot, and Eloqua to help you streamline your ABM processes and make your campaigns more effective. MadisonLogic: Madison Logic is a B2B marketing technology company that provides account-based marketing (ABM) software for buyer intent data. The platform offers a range of solutions for B2B marketers, including lead generation, content syndication, and programmatic advertising. Madison Logic's technology helps B2B marketers personalize their outreach by providing insights into the buying signals of their target accounts. The platform tracks the online behavior of your target accounts, such as website visits, content downloads, and email opens, to help you identify opportunities to engage with your prospects and improve the impact of your campaigns. Also, Madison Logic's ABM platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Qualified.com: Qualified.com is an ABM software that provides buyer intent data to help B2B marketers personalize their outreach and improve their pipeline. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Qualified.com offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. The platform works with marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandbase: Demandbase is a leading account-based marketing (ABM) software that provides buyer intent data to help B2B marketers personalize their outreach and drive pipeline growth. The platform uses artificial intelligence and machine learning to gather insights on your target accounts' digital behavior and buying signals, enabling you to prioritize your outreach and tailor your messaging to their specific needs and interests. Demandbase offers a range of ABM solutions, including account identification, account engagement, and account orchestration, to help B2B marketers effectively plan, execute, and measure the impact of their ABM programs. Also, the platform works with a number of marketing automation tools like Marketo, Eloqua, and Pardot to help you streamline your ABM processes and improve your campaigns. Demandscience: DemandScience is a company that provides buyer intent data software. This software helps businesses understand the buying behaviors and interests of their target audience. By analyzing a large amount of data, such as search queries, social media activity, and other online interactions, the software provides insights into what potential customers are looking for, what challenges they are facing, and what solutions they are considering. This information can be used by sales and marketing teams to better target their efforts and increase conversions. Salesintel.io: Salesintel.io is a company that provides a B2B contact and company data platform that includes a buyer intent software component. This software uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time, in the right way. By understanding a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Terminus Account-based Marketing: Terminus is a company that provides an account-based marketing (ABM) platform that incorporates buyer intent data. ABM is a B2B marketing strategy that focuses on targeted and personalized outreach to specific companies rather than large groups of leads. The Terminus platform integrates buyer intent data to help sales and marketing teams better understand the buying behaviors and interests of their target accounts. By analyzing data such as website activity, social media engagement, and other online interactions, the software provides insights into the challenges and solutions that target accounts are interested in, allowing teams to personalize their messaging and outreach for maximum impact. The use of buyer intent data in the Terminus ABM platform can help businesses increase their conversion rates and drive revenue growth. Zoominfo: ZoomInfo is a company that provides a B2B contact and company data platform, including a buyer intent data software component. The platform uses artificial intelligence and machine learning to analyze large amounts of data from various sources, such as social media, search engines, and business news, to identify patterns and signals that indicate a company's buying intent. This information can be used by sales and marketing teams to prioritize their efforts and engage with potential customers at the right time. With a deep understanding of a company's buying intent, businesses can increase their chances of closing deals and growing their revenue. Additionally, the platform includes features for data enrichment, lead generation, and account-based marketing, allowing sales and marketing teams to have a comprehensive view of their target accounts and personalize their outreach for maximum impact. 5. Summing up Utilizing advanced technology and machine learning algorithms to gather and analyze data about potential customers, providing valuable insights into their buying behaviors and intent helps businesses gain an edge over competition. By utilizing this information, businesses can tailor their marketing and sales strategies to better target and convert leads into paying customers, ultimately driving more sales. Scaling your buyer intent marketing efforts has become a lot easier with the machine learning and predictive analytics.

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Jellyfish

Jellyfish is the world’s biggest boutique agency, with offices spanning EMEA, the US and APAC. The agency works in partnership with brands to help achieve business success through their marketing strategies, resulting in perfect digital journeys for their customers. The team of over 600 employees use a combination of digital capabilities, technology and talent to deliver integrated digital solutions for some of the world’s most respected brands. Working with industries such as property, retail, pharmaceutical, finance and automotive. Clients include Experian, Rackspace, Nestle, Ugg, Toyota and Samsung, among many others.

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Demandbase Announces Q1 Wins with DocuSign, IBM, Unisys & More

PR Newswire | March 29, 2023

Demandbase, the Smarter GTM™ company that helps B2B organizations hit their revenue goals, today shares the addition of new marquee customers in Q1 and applauds its customers' recent successes. This quarter, the company has seen growth with contract renewals and/or expansions with many of its most noteworthy customers, including DocuSign and Unisys, and welcomes new customers aboard, including LightEdge Solutions, Vaimo, and PlainID. Demandbase is also thrilled to highlight its customers' achievements in transforming their go-to-market strategies. IBM ran successful US Open campaign using Demandbase data and personalization IBM recently created a website experience around their sponsorship of the US Open and used Demandbase data to identify new accounts visiting the page. As a result, they identified 3X the number of accounts compared to the previous year and 2X their top accounts, for whom they were able to deliver personalized experiences. Given its success, IBM is planning to replicate the campaign when they work on future key events like the GRAMMYs, Masters, Wimbledon, and others. "Demandbase adds value to our client engagements by giving us the account insights we need to personalize those experiences," said Sophia Agustina, global demand strategy, Cross-IBM. Once they identified their top accounts who visited the US Open website, they sent that data to sales to take action on, along with the recommended follow-up. Their CMO, IBM Consulting, Karen Feldman added, "These account insights are invaluable – knowing what our clients are looking for and being able to proactively tailor and personalize their experience is a true win-win for both our clients and IBM." (Read full case study.) Accela drives reach and pipeline with Demandbase account intelligence Fueled by insights gleaned from Demandbase data, Accela increased their target account reach by 74%, increased registrations and webinar attendance, and generated 15% of their pipeline in less than 12 months. After a month's-long search and in-depth data analysis, Accela selected Demandbase because of the strength and accuracy of its data. "Demandbase is pivotal to informing our sales team where to prospect next and source new pipeline," confided Steffanie Zazulak, sr. manager, field marketing, Accela. (Read full case study.) "We've said it before, but the greatest marker of our own success is our customers' success," said Alyssa Opella, senior vice president of customer experience at Demandbase. "It's not only validating to us to see how our solution has helped fuel such impressive business results for global brands; it's also a joy. We're really proud of the relationships we've created, the product we've built, the results we're driving, and the new customers who are trusting us with their go-to-market success." To learn more about how other customers are winning with Demandbase, please visit https://www.demandbase.com/resources/case-studies/. About Demandbase Demandbase helps B2B companies hit their revenue goals using fewer resources. How? By aligning your sales and marketing teams around a combination of your data, our data, and artificial intelligence — what we call Account Intelligence — so you can identify, engage, and focus your time and money on the accounts most likely to buy. That's Smarter GTM™.

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CORE ABM, ACCOUNT BASED ANALYTICS

2023 Marketing Excellence Awards: Recognizing B2B Services

Momentum ITSMA | February 21, 2023

On February 21, 2023, Momentum ITSMA, the world's top B2B growth consulting firm and pioneer of Account-Based Marketing, introduced the 2023 Marketing Excellence Awards program. This year, the program recognizes outstanding performance in eight crucial and strategic aspects of B2B marketing, with a particular emphasis on growth and innovation with high-value services and solutions. In addition, acknowledging the growing importance of Account-Based Marketing (ABM) in the B2B marketing sector, this year's program features two new ABM categories and six other marketing impact categories. For 26 years now, the prominent accolades in the growth achieved through excellence have acknowledged exceptional, innovative programs that display comprehensive market understanding, original methodologies, and significant business influence on crucial aspects of strategic B2B marketing. Among the recipients of these awards last year were Tata Communications, Salesforce, Persistent Systems, Verizon Business, TCS, ServiceNow, Tech Mahindra, IBM, Ericsson, O2 Business, Avanade, Infosys Cobalt, Kyndryl, Epcon Franchising, Bombora. May 5, 2023, is the deadline for submissions. 2023 AWARD CATEGORIES Advancing Thought Leadership Building Best-in-Class Marketing Organizations Driving Strategic Growth Leveraging Customer Research Enabling Sales Strengthening Executive Engagement Embedding an Account-Based Culture caling ABM Programs Momentum ITSMA will recognize two winners in each category: Diamond Gold Apart from choosing two winners in every category, Momentum ITSMA will also recognize two outstanding submissions from small to medium-sized enterprises. These awards will be granted to two companies that generate less than $500 million in yearly revenue, irrespective of their category. About Momentum ITSMA Momentum ITSMA, a leading consulting firm in B2B growth and the trailblazer in Account-Based Marketing (ABM), has been instrumental in driving over $100 billion in revenue growth for clients through the development of go-to-market programs, implementation of Account-Based Marketing strategies, and facilitating teams to enhance their client-centric approach. The firm introduced the ABM concept to the world two decades ago and has since helped clients achieve unprecedented growth, including doubling NPS and accelerating sales velocity. Additionally, the company has trained and certified over 3,000 practitioners worldwide and successfully generated $100 billion in revenue growth for clients.

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