Your B2B ABM strategy for 2024: Powered by AI

Delivering a successful B2B ABM strategy isn't easy. But AI could be the game-changer that sends your strategies skyrocketing.

While 76% of marketers agree that Account-Based Marketing (ABM) returns higher value than any other marketing activity, challenges still abound. From defining the ideal customer profile to personalising content for each target based on a deep understanding of their needs, some bits take time to fit together.

This is why marketers are switching to AI-driven ABM tools, which have the advantage of both human-like personalisation and content generation at scale. In this blog, we'll explore how to build an ROI-worthy B2B ABM campaign - all powered by AI.

Outreach at scale: The big challenge

Companies really like ABM. It's popular because it works. But it's time and labour intensive - which means you can only do so much of it. Most ABM strategies focus on single or lower double digit target lists. The smaller the number of contacts that you have, the more you can form a personalised connection and cut through to the audience. Some even believe that "true ABM" can't be done through a large data set. Maybe you're one of them.

This is where AI can make a huge difference. AI-driven ABM tools, like Compass, can bridge the gap between "human-like" interactions and scalable outreach. AI isn't quite as good as a human - but it's beginning to come close, and it's getting better fast.

How AI can help you execute your B2B ABM strategy

Here's what ABM tools like Compass can do:

• • Automate personalised content, like emails, proposals, and other content that seems bespoke. The AI-driven tool can use the data from Compass to craft personal messaging.

• • Use past interactions, by running through a backlog of conversations, and digging up pertinent goals or pain points. If a client has mentioned a particular KPI, Compass can reference it in the next conversation. Data doesn't get lost.

• • Scale across key accounts, with a greater level of personalisation delivered across all target accounts. AI-driven ABM tools help to maintain the "personal touch" that's so important in ABM, whilst delivering on efficiency KPIs.

• • Make interactions timely, for the different channels, by determining the best times and communication channels for outreach.

Compass was the driving force behind TCS's social media strategy for the London Marathon 2024.

The benefits of an AI-driven ABM strategy

Using AI in your ABM strategy has clear benefits, compared to traditional methods like manual outreach:

1. Enhanced targeting and personalisation

Traditional ABM requires manual effort to segment and target accounts, which can be time-consuming and less accurate. Not to mention, it can be a tough slog. AI can analyse vast datasets to identify high-value accounts that align with your ICP. It can also personalise content at scale by understanding each account's specific needs and preferences, resulting in more meaningful interactions and higher engagement and conversion rate.

2. Increased efficiency

Data entry, analysis, and content creation - all of these get dull and repetitive very quickly. AI automates these tasks, allowing your marketing team to focus on strategic activities and creative thinking. For example, AI can automatically generate personalised emails based on previous interactions, ensuring consistency and relevance while saving time and resources.

3. Real-time insights and adaptation

Unlike traditional ABM, which relies on static data and periodic reviews, AI can provide real-time insights into account behaviour and engagement. This enables marketers to adjust their strategies dynamically, responding to new opportunities or challenges as they arise. For instance, if an account shows increased interest in a particular product feature, AI can prompt immediate outreach with tailored messaging.

4. Scalability

Scaling ABM efforts manually while maintaining a high level of personalisation can be daunting. AI solves this challenge by automating personalised content and outreach across numerous accounts, allowing businesses to expand their ABM initiatives without sacrificing the personal touch. AI-driven ABM tools can handle large volumes of data and interactions simultaneously, ensuring that each account receives the attention it deserves.

5. Predictive analytics

Often, traditional ABM lacks the foresight needed to anticipate future trends or account needs. AI-driven predictive analytics uses historical data to forecast future behaviours and identify patterns, helping you stay ahead of the curve. By understanding which actions are likely to lead to conversions, you can proactively adjust your strategy, allocate resources more effectively, and optimise your marketing efforts for better results.