Account Based Marketing at Scale
Customer centricity is critical to the success of organizations. An often cited study by the Aberdeen Group shows 75% of consumers prefer personalized offers.
In this context, Account-based Marketing (ABM) promises it all: larger deals, better close rates, and more loyal customers.
A study by ITSMA concluded that marketers, who measure ROI, say that ABM outperforms other marketing investments.
What is Account-Based Marketing
Account-based marketing is a strategic approach that concentrates resources and efforts on a small segment of prospects and customers. More often than not, revenue and sales follow the principle that 20% of customers bring in 80% of revenue. ABM focuses on these prolific accounts.
Instead of running large, more or less untargeted campaigns, marketing and sales join forces and concentrate on single accounts, tailoring whole campaigns, ad copies, and messages towards these accounts.
Especially in B2B, account-based marketing has been shown to cut long sales cycles short, increase customer satisfaction, and lead to higher sales.
Of course, this comes at a cost, a pricey one. ABM tends to focus on a select group of high-profile customers and prospects. The marketing and sales team is investing lots of work hours and resources in getting the message right.
Doing account-based marketing on scale not only needs sophisticated instruments of measurement but also extensive marketing and sales teams to analyze data and form hypotheses on who to target and what the message should be.
This process takes time if an organization has not built a strong and large team that can serve the analysis of multiple prospects at the same time.
ABM at scale
With artificial intelligence, it is not only possible but in some ways even better to let the AI do the heavy lifting of analyzing your prospects. AI excels at analyzing high-volume, high-velocity data and extracting actionable insights.
Mnemonic AI is trained to extract trigger points, interests, and even needs and emotions of potential customers out of your and third-party data.
Giving your high-potential marketers and sales reps the time to do what they are best at: tailoring your campaigns and closing deals.
