As a marketing technologist, you are probably well aware that account intelligence and artificial intelligence go hand-in-hand these days.
From your CRM to your predictive analytics platform, targeting tools to account management (and even your data management platform), one thing is true. Artificial intelligence stands at the center of most new tools in your martech stack. If you want to fully understand the power AI brings to your marketing strategy, you really only need to look at the impact it has for teams focused on account-based marketing.
Account-based marketing teams rely heavily on account intelligence to drive the entirety of their strategy. And here are three ways that AI helps steer that account intelligence in the right direction.
#1. By Identifying the Right Stakeholders
Ask any sales representative in your company and they will tell you, it is not just one, or two, or even three people involved in making a buying decision. In fact, the average B2B buying decision has seven different stakeholders involved. Artificial intelligence helps your team build an organizational chart for your target accounts and identify those seven different stakeholders.
However, AI does not stop there; it also informs your account strategy by predicting the content and offers that best speak to those stakeholders based on their profiles and activity. So, not only do you know who to talk to, you also know how to talk to them and, as you will see in this next section, when.
#2. By Helping You Know When Your Target Account is Ready to Buy
Fact: the average B2B buyer is already 57 percent of the way through the decision making process before engaging with a sales representative from your company.
That means it is your content and the timing with which you distribute it that does all the heavy lifting in the early stages of the customer journey. As a result, creating targeted, account-specific content tailored to the individual stakeholder becomes a critical step in your marketing strategy. Of course, to do that you need some serious account intelligence (and high data quality to match). That is where artificial intelligence can step in and make a world of difference.
AI helps ensure your target customer sees the right content, whether it be productive information, a competitor analysis, a case study, or even account-specific pricing, at the right moment in the customer journey to help move the customer further down the sales funnel.
#3. By Organizing (and Interpreting) Your Data
You probably know by now that good data quality stands at the center of any successful marketing strategy.
Even the best marketing technologists often misinterpret what exactly good data quality means, particularly in relation to account intelligence. Yes, good data is clean and enriched, but do not forget about the one aspect that (literally) brings it all together. Good data is unified. Disjointed data coming from any number of different inbound streams renders the insights one might pull from that data virtually impossible to decipher. Luckily, artificial intelligence understands how to bring all that data together and deliver actionable insights for you and your team.