Evernine events provide valuable impulses for next-generation ABM

Evernine has presented its next-generation account-based marketing approach at two successful events. This combines ABM with AI and now gives medium-sized companies access to this cost-efficient B2B marketing strategy. Discussions with company managers from IT and numerous other sectors provided Evernine with valuable impetus for the implementation and further development of its own ABM approach.

Account-based marketing (ABM) is considered costly and resource-intensive. However, new opportunities are currently opening up here: the use of AI means that ABM is now scalable, automated and can be implemented by companies of any size! Evernine has recognised these new opportunities through AI and has brought the technology together with its own award-winning ABM approach.

 Evernine events highlight specific need for action

This was presented to numerous managers from the SME sector at two successful events last month. The first webinar took place in cooperation with the industry association Bitkom and focussed specifically on the IT sector. Here, it is particularly important for companies to establish and expand classic funnels using AI and ABM.

The second webinar, part of Evernine's own MC25 Academy, presented participants from various industries with practical insights into how AI-supported analyses and automation are already optimising targeted customer contact and campaign management.

Evernine took away numerous valuable ideas from the events for the implementation and further development of its own next-generation ABM approach. These three points in particular are now relevant for companies across all industries:

 The new role of marketing and sales

An innovative, AI-supported ABM strategy alone is not enough if marketing and sales do not work hand in hand. This is because companies often fail not because of a lack of leads, but because they are not processed efficiently.

What is needed here is a shared mindset and an overarching approach that breaks down silos between departments. Campaigns must not only be thought of from a marketing perspective, but all communication disciplines - from PR to marketing to sales - must be interlinked. Evernine therefore relies on integrated ABM processes that ensure that the right leads are generated, successfully converted and transferred into sustainable customer relationships in a targeted manner.

 Digital Me & Corporate Ambassadorship as success factors for ABM

The automation of content creation, smart network strategies and AI-supported analysis tools now make it possible to specifically establish people in companies as corporate influencers and thus build lasting trust with target customers.

What is important here is that all stakeholders in companies, from managers to employees, have to get involved! It is important to really understand and fully penetrate target accounts. Evernine combines ABM with Digital Me and corporate ambassadorship strategies in order to bridge the gap between technology and authentic communication and bring all stakeholders in the company along on this journey.

 AI works for everyone - but not without customised implementation

Simply using AI is not enough. The technology works as a strategic approach for all industries, but the implementation must be customised to the company's goals, markets and specific requirements.

Even the best AI tools will not deliver the desired results if there is no customised strategy behind them. This is precisely where advice from experienced partners is needed. Evernine combines the technological possibilities of AI with strategic consulting to meet companies exactly where they are - and to tailor the AI-supported ABM approach precisely to their needs.