At its core, ABM is fine tuning your accounts like they’re a rare Italian motorbike. A lead generating, rare Italian motorbike. Understanding the unique needs of your bike, in detail, ensures the best performance and indeed the best customer experience.
Once you make the move from manual tools (old marketing techniques), to power tools (ABM marketing technology) there is no turning back. So get ready for the ride of your life once you add robot mechanics to the mix! Robot mechanics, in this instance, being Artificial Intelligence (AI).
We’re used to the vicious cycle in which efficient marketing automation lacks personability and vice versa. However, once AI is introduced, the cycle is broken and endless possibilities lie within your reach!…sort of.
A fully personalised experience for every customer requires a ridiculous amount of rules and factors, impossible for a mere human brain to comprehend. But thanks to computers, we no longer have to rely solely on our own brains. AI systems make a highly personalised experiences possible en masse.
The beauty of 1:1 marketing is how the experience feels like a tailored, meaningful conversation for the customer. Technology has now made it possible for this experience to be scaled, creating the wonder we know as ABM. That being said, the more a conversation is scaled, the more difficult it is to keep up with the finer details of your customers’ personalisation; essentially, it becomes more generic.
AI works by learning conversational patterns, meaning once it’s armed with your existing information about your account base, it can hang onto those “little things”, whilst allowing the conversation to scale more than ever before.
What’s more, with stats showing an increase in revenue for around 60% of B2B organisations within their first year of initiating ABM alone, the quantifiable possibilities for an AI and ABM partnership are very attractive indeed.
The scale that our robotic-brained assets could reach with ABM are pretty extraordinary, which could also be seen as inaccessible for smaller scale projects. It’s all well and good reaching out to millions, but when you feel your content isn’t sufficient, that number is moot. But that’s where AI’s conversational learning comes into play.
Artificial Intelligence learns patterns and can monitor them in a multitude of ways. If your worry is that you don’t have enough content to feed this apparent monster of a tactic, think again. Content is everything a customer or prospect consumes, not just a downloadable asset. Viewing the term ‘content’ through this lens, companies are usually content rich; the real trick is in knowing what content to serve to the right user at the right time. As most MarTech vendors are powered by AI, they will usually start small, prove the model and then scale. In short: in almost all circumstances, the content you have should be enough.
Naturally, thanks to the joys of Hollywood’s depiction of robotic intelligence, people have some reservations about using AI. The term comes heavy with apprehension due to the mere idea of such advanced technology. However, the idea of artificial intelligence has been around for decades. Whilst admittedly using AI can be daunting, the maturity of martech and AI has meant that learning to integrate these systems is far more user friendly.
But don’t be too quick to put all your humans on the scrapheap. AI systems are still very much dependant on our input and monitoring. Their learning comes (quite obviously) from teaching. Which needs to be considered before introducing them.
AI and ABM are by no means a sacred gift from the gods of Technology, which will answer all your lead gen woes. 60% of marketers felt that integrating AI into their existing technology will be a challenge, 54% stated that training employees would be a roadblock, and another 46% thought that interpreting results will be difficult.
ABM Guru Says: Don’t expect Technology to solve all your problems. AI is great, but it has its specific place. It’s only as good as the data you feed it, so get your ship together first. Introduce AI where you already have a lot of data and a firm foundation upon which to build your AI powered super-strategy. Start small, prove the model and then scale.
The next level, for hyper-powering your ABM strategy is to introduce AI.