Account-based marketing is a strategy many high-growth companies are starting to embrace. It’s a highly targeted, personalized outreach approach that lets you hit a group of top accounts in the right ways at the right time. Your sales and marketing teams work together to improve the speed at which your leads move through the funnel – translating into more sales and better ROI.
According to SiriusDecisions, more than 90 percent of marketers recognize the value of ABM. But in order to make ABM work to your advantage, CMOs and demand gen marketers need to commit to doing it right. Here are five ways that predictive solutions will help boost your ABM strategy and deliver the returns you’re looking for:
1. Easier Account Selection
Leveraging the right data to select accounts strategically is an important first step in any ABM strategy. This means paring down the number of accounts you are targeting instead of casting a wide net. AI marketing technology, like EverString, has made target account selection much easier and more accurate. Instead of wasting time manually selecting accounts, you can use accurate data alongside prioritization capabilities to compile an objective list of sales targets. In short, thanks to AI-powered solutions, you are laser-focused on the leads most likely to convert.
More than 90% of marketers recognize the value of ABM
2. Lead Scoring Capabilities
Predictive lead scoring is a necessary part of ABM. A recent report from Gartner indicates that more and more companies are using predictive technologies to combat the problem of poor lead qualification – regardless of their lead volume. AI can help break through a sea of disparate data with lead scoring to help you achieve higher conversion rates and better sales targets by focusing on your best-fit accounts.
3. Cater to Your Specific Audience Model in a Self-Service Platform
Every business is going to need a customer profile based on their company’s unique needs. A self-service platform helps you not only develop a specific audience model, but also tier accounts in order to promote sales-marketing alignment. This type of individually curated model helps optimize budget and resource allocation because you’re focused on the right accounts matched to the profile you created on your own terms.
4. Intent Data Signals Point You To Customers Who Are In Buying Mode
Once your buyer personas are built and you have a strong sense of who your best sales leads are, AI marketing solutions take it a step further with intent data. In short, intent data signals determine which of your leads are in buying mode. This lets you clearly see customers who are primed to buy – that way you can strike while the iron is hot and put your sales team’s resources to better use.
5. Engagement Metrics
The final key part of ABM is monitoring your engagement metrics. You want to see which customers have downloaded your assets, attended your webinars, clicked through to specific links, etc. Having this clear insight into how and how often your leads are engaging with your material gives you a better sense of how to pursue them. For example, you would respond differently to a lead who has been hesitant to download assets than you would to a lead that has attended many events, as they are further down the funnel. This kind of insight can really make a difference between converting the lead or losing out on the sale.
Predictive technologies are becoming a necessity when it comes to account-based marketing. It’s quickly turning into the best way to stay ahead of the game and gain a serious edge on your competition. See for yourself how AI marketing solutions can speed up your ABM strategy by trying out EverString for free with a 7-day trial.