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How GenAI can be used to increase the business impact of ABM

Published June 8, 2023

You can’t move for news stories about Generative AI (GenAI) right now. Whatever your personal feelings about the opportunities and threats it presents to the world, over 100 million people have experimented with platforms such as ChatGPT, an artificial intelligence chatbot developed by OpenAI and released in November 2022, and the website currently generates 1.8 billion visitors per month.

One of the threats touted is that GenAI will replace writers, producing content in seconds rather than the months it takes people like me to write a book. One of the opportunities, is that it can create personalised content and imagery based on huge quantities of data, which can be used to engage buyers in ABM programmes, like the ones I write about.

So, I decided to give it a go.

Over the next five days, I’ll share five questions and answers that I hope are useful for all ABM-ers, created with the help of ChatGPT.

Explain how GenAI can be used to increase the business impact of ABM.

GenAI has the potential to significantly enhance the business impact of ABM. Since ABM focuses on targeting specific high-value accounts and personalizing marketing efforts to engage people in those accounts, by leveraging generative AI, businesses can:

  • Enhance personalisation by generating highly personalised content and messaging tailored to target accounts and individuals. By analysing vast amounts of data, including account-specific information, online behaviour, and preferences, AI algorithms create compelling and customised content that resonates with each person, increasing the likelihood of capturing their attention and driving engagement.
  • Automate content creation: Generating high-quality content is often a time-consuming process for marketers. GenAI can automate it by producing blog posts, social media updates, email templates, and other marketing assets. This automation streamlines the content creation process, allowing marketers to focus on strategy and relationship-building rather than spending excessive time on content production.
  • Use predictive analytics: GenAI can leverage historical data and predictive analytics to identify patterns and trends within target accounts. By analysing past interactions, purchase history, and other relevant data points, AI algorithms can make accurate predictions, enabling marketers to prioritise their efforts and allocate resources effectively, maximising the impact of their ABM campaigns.
  • Optimise campaigns dynamically: ABM campaigns can be continuously refined based on real-time data and insights. AI algorithms can analyse various factors such as engagement metrics and customer feedback to adapt campaign strategies on the fly. This dynamic optimisation ensures that marketing efforts are always aligned with the changing needs and preferences of target stakeholders, leading to better outcomes.
  • Allocate resources efficiently: GenAI can assist in resource allocation by identifying the most effective marketing channels and tactics for each target account. By analysing historical data and performance metrics, AI algorithms can recommend the optimal combination of channels (e.g., email, social media, content marketing) and tactics (e.g., webinars, personalised landing pages) to engage and convert specific accounts. This helps marketers allocate their resources effectively, maximising the impact of their ABM efforts.

Tomorrow I’ll explore how GenAI can be used for creative and design approaches in ABM.

Bev Burgess

Bev Burgess

Bev is passionate about the critical role marketing can play in accelerating business growth. She is best known as a worldwide authority on Account-Based Marketing (ABM). Bev is co-author of A Practitioner’s Guide to ABM: Accelerating Growth in Strategic Accounts (Kogan Page, 2021); author of Executive Engagement Strategies (Kogan Page, 2020) and co-author of Account-based Growth: Unlocking sustainable value through extraordinary customer focus (Kogan Page, 2022).

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