Columnist Peter Isaacson takes a look at how AI-powered intent data is transforming the way B2B marketers approach their Account-Based Marketing programs.

We’re on the verge of a whole new world when it comes to Account-Based Marketing (ABM). Just when it seemed like marketers were getting the hang of ABM, advancements in technology are flipping traditional account-based tactics on their head.

In the past year or so, we’ve seen artificial intelligence (AI) technologies swoop in and really transform specific parts of the strategy, from website personalization and digital advertising to sales enablement. Now, we’re seeing these technologies tackle even more fundamental ABM steps, including account identification.

The current model of account identification

Today’s B2B marketers often build their target account lists in one of three ways:

  1. using predictive vendors that often combine lookalike modeling and some basic intent data;
  2. taking a data-based approach by analyzing a current list of customers, vertical penetration, company size and so on; or
  3. adopting accounts that your sales and marketing teams are already targeting through named accounts or vertical markets.


Read the rest here: Artificial intelligence is changing the rules of account identification  MarTech Today

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