Audrey asks, “Can you talk about how ABM and AI will interact? Will AI replace ABM?” The premise of ABM is to target your best potential customers. AI will help you tune 3 key questions: – Are they in fact your best customers? – What indicates your best customers? – Who in the organization should…
Summary In today's episode, I explore how AI and ABM (Account-Based Marketing) interact and whether artificial intelligence will replace this B2B marketing approach. Here's what this means for you. You'll learn that AI doesn't replace ABM but rather fine-tunes it by validating your assumptions and revealing who your best customers really are. You'll also learn…
Joshua asks, “As a content marketer in the mortgage industry, I’m incredibly intrigued at the possibilities in account-based marketing. I want to learn more!” ABM, or target account marketing, is ideally suited for long, complex, high-value sales. ABM is principally composed of three things: Targeting only likely buyers with highly personalized advertising In-depth, data-driven marketing…
The premise of account-based marketing (ABM) is that we marketers should only expend valuable, scarce resources like time and money on the most probable prospective customers. Why spend on people who won’t buy? Properly implemented, ABM delivers significantly higher ROI than more traditional marketing methods, but its successes have largely been confined to B2B marketing.…
The last marketing trend for 2017 I covered to some degree in this post about account-based marketing (ABM). ABM is likely to become the dominant form of marketing for complex sales as marketing automation software becomes more impactful and less expensive than ever. Companies whose sales process is even marginally complex will either jump on…
The major consequence of peak social is the digital attention gap. What is the digital attention gap? It’s the space between everyone we as marketers want to reach online and our ability to do so. Once upon a time, social media and digital marketing promised us nearly unconstrained reach. With the web, search, email marketing,…
Account-based marketing (ABM), or target account marketing, has been the darling of B2B marketers for a few years. With advances in technology, it’s poised to become a powerful force in B2C marketing as well. An ABM Primer For those unfamiliar, ABM is a marketing method in which we target only those companies and buyers who…
