TLDR:
One of the classic challenges of ABM is implementing it to scale. It’s easy for technology to become disconnected and disjointed from each other. One solution is to use AI and implement that technology to scale. Marketers can do that by spending the money on an account-based orchestration platform. The result is personalization on a programmatic scale.
ABM is a focused approach where marketing and sales teams work together to identify best-fit accounts in order to turn them from prospects to customers. With that said, it’s not a question whether it can boost a company’s approach to marketing.
But as ABM is a strategy that’s heavily-reliant upon technology to target accounts, and marketers’ tendency to hyper-focus on that tech, it’s easy for efforts to become siloed. Siloed, as in, disjointed and disconnected from each other. In other words, when data is siloed from each other, the marketer and salesperson must access a solution’s data manually.
This creates unnecessary work on everybody’s end because everybody’s not in-sync with each other. It makes sense, then, to lighten the workload on these marketers and salespeople that they’d use an orchestration platform to coordinate everybody’s efforts when targeting accounts.
That’s a critical piece of whether an ABM attempt is successful or not—selecting the right accounts.
Not merely any orchestration platform, though—an AI-powered orchestration platform that specializes in ABM. When using an account-based orchestration platform, the quantity and quality of prospects increase, and marketers will be able to engage accounts that have been previously unreachable.
It doesn’t matter what marketers for which purpose marketers use ABM for if they’re also taking full advantage of the capabilities offered by an orchestration platform powered by AI. Marketers will be able to personalize messaging at the individual level while having that same functionality available at the programmatic-level.
It’s the best of both worlds.
Click-through rates can multiply in vast quantities compared to campaigns that don’t choose to use the benefits of an account-based orchestration platform. Marketers can create meaningful campaigns by being in the right place at the tight time on the right terms with an account-based orchestration platform.
Original article from MarTech Advisor on 27 June 2019.
