How technology is making Account-Based Marketing accessible to all


How technology is making Account-Based Marketing accessible to all


Account-Based Marketing (ABM) is a powerful strategy that zeroes in on high-value accounts, driving revenue growth. Yet traditional ABM methods can be time-consuming, labour-intensive, and often lack the critical personal touch needed to make an impact on key decision-makers. How can you do ABM with less? It's time for an upgrade.

Enter generative AI - a disruptive technology that's reshaping the marketing landscape. By harnessing this powerful tool, marketers can supercharge their ABM strategies, beat content bottlenecks, and amplify engagement from their target accounts.

How can Generative AI be used for ABM?

The use of generative AI allows marketers to craft personalised content, finely tuned to the needs and preferences of each decision-maker within their target accounts. By using a collection of tailored prompts, they can create content from customised emails, LinkedIn InMails, blog posts, whitepapers, to social media posts. The AI tool can consider the recipient’s role, their industry, their challenges, and even their communication preferences, to create content that resonates and drives engagement.

Generative AI can also be used to analyse vast datasets of customer data to pinpoint accounts that are most likely to be interested in your products or services. The technology can sift through large amounts of data on your target accounts and predict trends, behaviour patterns, and potential opportunities. This foresight allows you to create personas for your target accounts, which can help you to better understand their needs and pain points and proactively tailor your approach.

The advantages of using Generative AI for ABM 

The use of generative AI provides numerous benefits to ABM efforts, such as:

  • Reaching More Decision Makers: A common ABM challenge is getting your message across to all the decision-makers within an account. Generative AI solves this problem by enabling mass personalisation. It creates content that appeals to the unique interests and pain points of each decision maker, increasing the likelihood of your message making an impact. You're not just targeting a faceless corporation, but engaging with real individuals, influencing their perception, and driving them towards a desired action.
  • Crushing Content Bottlenecks: Content creation is often a major bottleneck in ABM. Each piece of content needs to be meticulously crafted to resonate with the target audience, which can be a time-consuming and resource-intensive process. However, by using generative AI, you can automate the content creation process without compromising on quality or personalisation, freeing up your team to focus on strategic initiatives.
  • Boosting ROI: Generative AI empowers marketers to swiftly generate more targeted ABM campaigns, as they can rapidly create personalised messages for different accounts. This surge in efficiency aids marketers in optimising their ROI.

Generative AI isn’t just a buzzword; it's a formidable tool that can elevate your ABM strategy to new heights. Embracing generative AI could be the pivotal strategy that differentiates your brand, accelerates your ABM efforts, and fuels growth for your B2B technology company. 

Are you ready to seize the power of generative AI and supercharge your ABM strategy? Get in touch with us today to discuss how your company can benefit.