Artificial intelligence is changing the nature of account-based marketing (ABM) and has a direct impact on the buying journey.
ABM involves targeting specific accounts with a set of sales and marketing activities. There is a lot of talk and hype about AI and its dangers, but there are significant opportunities too, especially in the marketing and sales process.
In this webinar, Matt Wilkinson, founder of Strivenn, at the Cranfield School of Management Strategic Marketing Forum, explored how AI can transform your ABM strategy with a simple framework: the 3C's - Create, Connect, and Convert.
1. Create
AI enables rapid content creation tailored to your target audience's preferences. Platforms like ChatGPT, Jasper, and Claude AI generate everything from blog posts to personalized email campaigns in minutes. Matt Wilkinson, our webinar host, explained how AI tools helped him co-author a book in no time. But AI isn't just about speed; it's about creating meaningful workflows that seamlessly integrate with your CRM. By automating research, content creation, and SEO optimization, you can ensure your team always delivers relevant, high-impact messaging.
2. Connect
Creating compelling content is just one piece of the puzzle. True success lies in connecting with your audience on a personal level. Tools like Humanity's Personality AI analyze public data to reveal personality insights, helping you customize your communication approach. Matt demonstrated how understanding a prospect's DISC or OCEAN profile can refine your messaging, whether you're nurturing leads or engaging in-person. When you connect authentically, your outreach resonates deeper, fostering stronger relationships and increasing your chances of conversion.
3. Convert
Finally, AI shines in converting prospects into customers. With ABM-focused tools like HubSpot's ABM module, you can group prospects within an organization and track their collective journey. Monitor key buying signals and role-specific activities to tailor your pitch for each decision-maker. Imagine delivering personalized content to every stakeholder involved, whether they've interacted with your sales team or not. AI-driven insights and targeted workflows streamline the process, making conversions quicker and more predictable.
Don't Miss Out
Want to see how AI can give your ABM strategy a boost? Catch the webinar recording to dive deeper into the 3C's framework and discover how AI can supercharge your ABM game. Watch now and start your journey to AI-enhanced ABM success!
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