AI in account-based marketing - a game changer for SMEs!

Account-based marketing is only for companies with the necessary resources. Thanks to AI, this wisdom no longer applies! AI also enables medium-sized companies to address target customers with personalised content and thus achieve the greatest possible success. In this article, you can find out exactly how this works and how Evernine supports SMEs in developing a successful ABM strategy and implementing AI.

German SMEs are facing major challenges: A tense general economic situation, falling sales and increasing competitive pressure are leading to budget cuts. Marketing is often the first area to be affected. But less visibility means fewer customers and therefore even greater economic pressure - a dangerous vicious circle.

Conventional marketing strategies with a broad target group approach are not very effective in this situation and cause high wastage. Instead, companies now need to address the right customers precisely - with relevant messages and at exactly the right moment. Account-based marketing (ABM) offers precisely this strategic advantage.

 AI makes account-based marketing possible for everyone!

While ABM used to be complex and resource-intensive, artificial intelligence (AI) has fundamentally changed the situation. Thanks to data-driven analyses, AI-supported automation and hyper-personalisation, ABM is now scalable and can be implemented efficiently - even for medium-sized companies.

A successful ABM approach starts with identifying the most relevant target customers. Which accounts have the highest potential? How can they be targeted? When is the best time for outreach? Previously, this required manual research, complex data analyses and individual content creation - a time-consuming process. And this is exactly where AI comes into play:

• Automated account identification: AI analyses extensive data sources (CRM, web traffic, social signals) and identifies accounts with a high purchase probability.
  
  
• Intelligent segmentation: Instead of rough target groups, AI creates dynamic clusters based on interests, behaviour and engagement.
  
  
• Precise predictions: Machine learning models predict when and via which channel accounts can best be reached.
  
  
• Automated content creation: AI-supported tools create customised content according to the needs of the respective accounts.

 Hyper-personalisation as a success factor in modern ABM

An additional advantage of AI in account-based marketing is hyper-personalisation - the ability to not only individualise general content, but to tailor each touchpoint precisely to a specific target customer. By using AI, companies can adapt the customer journey in real time by analysing the interests and challenges of each account and deriving tailored measures. Content such as landing pages, white papers, emails or adverts can be generated dynamically and tailored precisely to the respective needs.

 Success factors for next-generation ABM

A well thought-out strategy is essential for companies to realise the full potential of AI in ABM. AI can automate and optimise processes, but its success depends on the right implementation and use. This is because an AI-driven ABM strategy requires powerful algorithms, but also creativity and continuous optimisation.

The five most important success factors are:

• Data quality as the basis
  Up-to-date, complete and cleanly structured data for precise AI analyses.
  
  
• Human and machine interaction
  AI provides insights and automates processes, but strategic orientation and personal customer interaction remain crucial.
  
  
• Multichannel approach for maximum impact
  A targeted combination of LinkedIn ads, personalised emails, content marketing and direct contact increases success.
  
  
• Continuous optimisation
  AI learns from every interaction. Real-time analyses and regular adjustments continuously improve performance.
  
  
• The right partner
  Together with an experienced partner like Evernine, companies develop a successful ABM strategy and receive the necessary support for the implementation of AI.
  
  

Evernine combines AI-powered technologies with a next-generation strategic ABM approach to enable companies to achieve measurable success. With our award-winning methodology, we support you in implementing your B2B marketing in a targeted and efficient manner.

Start using AI-supported ABM now and secure your decisive competitive advantage. We will accompany you on this journey - join us in the future of digital marketing! Find out more about our next-generation ABM approach in our factsheet.