Have you ever collected baseball cards? Some baseball card collectors purchase dozens of card packs at the store, then spend hours sifting through those stacks to find the cards they don’t have or are high-value. Conversely, some collectors will skip those packs and focus only on the highest-value cards, searching the web for online sellers.
The second collectors might not own as many baseball cards as the first, but they own the rarest and highest value, making every investment in their hobby count.
Account-based marketing (ABM) is like that second type of collector. Instead of playing a numbers game, generating as many leads as possible, you focus your time and resources on identifying and acquiring only the highest value leads.
While the basic rules of ABM remain the same, the methods have changed over the years, especially with the addition of AI in the game.
Let’s explore the best ABM tactics for 2024 so you can stay on top of the changing ABM trends.
What Is the Value of Account-Based Marketing?
Account-based marketing works best for companies selling high-value products and services. Because your products are worth more, you need fewer clients to hit your profit goals. Instead, you want higher-quality clients who are willing and able to pay for those products and will most likely remain loyal to your company.
Because of the higher value, acquiring customers will more than pay for the extra time and resources you need to personalize the marketing journey for each targeted customer.
Is ABM marketing worth the investment? Here are a few ABM statistics to consider:
- 94% of B2B marketers invest in account-based marketing.
- The average company invests 29% of its budget in account-based marketing.
- Account-based marketing targets only a small section of your audience, with 57% of marketers targeting fewer than 1,000 accounts.
- 97% of marketers noticed a higher return on investment from ABM than their other marketing strategies.
How Does ABM Deliver Results?
Account-based marketing is more than a targeting strategy to convert clients. It’s relationship building. That investment in a relationship beyond a single conversion encourages customer loyalty. It’s crucial for many B2B businesses, like software companies, that offer a subscription-based service.
The relationship built on trust also opens doors to upselling and cross-selling, boosting your overall profit from the conversion.
When your new clients have had a positive, personalized journey, they’ll come away with a better view of your company. This benefits you through positive feedback and referrals from satisfied customers.
Image from SuperOffice
How Do ABM Tactics Look in 2024?
Personalized account-based marketing has grown in popularity through the years. Initially, most of the process was a tedious manual strategy, discouraging many businesses from jumping in. However, through the power of AI, you can now personalize more with less time.
Here are seven ways Hushly’s AI software streamlines the ABM process using the most advanced ABM tactics.
1. Unlimited AI Personalization
Personalization has always been at the heart of ABM. The level of personalization achievable through AI has reached new heights in 2024. With natural language processing (NLP) and machine learning advancements, you can craft highly tailored content and experiences for your target accounts.
One of the most significant shifts is in content generation. Hushly’s AI-powered tools analyze vast amounts of data to understand each prospect’s unique preferences and interests. Then, it uses that data to create personalized content at scale.
Content at scale is not only important for personalizing each account’s journey, but also personalizing content for each decision maker. The average 100–500 employee firm has eight people involved in the decision-making process. AI streamlines the content creation and personalization process so each decision-maker receives content based on their unique pain points.
Through Hushly’s AI, you can offer limitless customized email copy, landing pages, or product recommendations at the click of a button, helping you connect with your ABM prospects on a deeper level.
2. Lead Scoring Through Predictive Analytics
While traditional lead-scoring methods are still important, they only use historical data. Then, you respond after a customer acts.
AI has brought a shift to lead scoring, introducing a new way to target customers when they hit customer journey benchmarks and stay one step ahead of them.
AI-driven predictive analytics take in real-time data, so you can identify accounts most likely to convert and respond promptly. Predictive analytics lets you prioritize the highest-value accounts, making your ABM investment go further.
3. Conversational AI Chatbots for Personalized Interactions
Customers usually associate AI chatbots with customer service. Chat boxes appear on sites where customers ask questions and receive generated responses.
Going into 2024, AI chatbots will offer more personalized interactions than answering simple customer inquiries.
Thanks to advanced machine learning, chatbots can transform online content into interactive experiences. For example, Hushly’s chat box allows clients to ask questions while browsing, building on your site’s content with personalized add-ons.
Additionally, you can program your chatbots to understand each account’s specific needs and pain points, offering tailored information and support. Chatbots can help you gather valuable data about your target accounts’ interests and preferences, enabling you to refine your ABM strategy further.
4. Customized Content Recommendations
Delivering the right content to your target accounts at the right time can tip the balance in favor of ABM strategies. Hushly’s AI-powered content recommendations analyze the behavior of each account and suggest content that aligns with their current interests and stage in the buying journey.
Our recommendation tools integrate into your website, email campaigns, and content hubs. When an account interacts with your content, AI algorithms instantly generate suggestions for further reading. These recommendations guide them through your content funnel and ensure they receive the most relevant information.
5. Advanced Intent Data Analytics
In 2024, intent data analysis will evolve significantly as AI becomes more powerful. This will allow you to monitor online behavior and interactions to identify accounts showing signs of active interest in your products or services.
AI-driven intent data analysis tools can now provide more accurate and real-time insights into account activities. It can also help you identify those high-value accounts for your ABM campaigns.
You can identify accounts at the end of your sales funnel by tracking intent signals, such as the content they engage with, searches they perform, and social media interactions to add yet another layer of personalization to your ABM campaigns.
6. Hyper-Personalized Email Campaigns
AI helps you craft account-based marketing email campaigns beyond addressing the recipient by name. It enables you to deliver content and offers tailored to each account’s needs and challenges.
With Hushly’s AI, you can segment your email list more accurately and create dynamic content that changes based on ABM lead behavior.
AI-powered email personalization can significantly boost engagement and conversion rates by making your communication more relevant and valuable.
7. AI-Enhanced Analytics
Traditional metrics such as click-through and conversion rates are valuable but offer limited insights into what motivated those actions and a lead’s goals. AI-driven data analytics can provide a more comprehensive view of your ABM performance and customers for a larger picture of your results.
Through Hushly’s advanced analytics, you can gain insights into the content that resonates the most with your target accounts, identify patterns in their behavior, and understand the factors that lead to successful conversions.
Prepare for the Future of Account-Based Marketing
As we venture into 2024, updating your ABM tactics with AI-driven strategies is crucial for staying competitive and succeeding with your B2B marketing.
You’ll be able to connect with your target accounts on a deeper level, engage with them at the right time with the right content, and continually refine your approach based on real-time data.
Hushly’s AI-powered conversion cloud will help you bring your ABM tactics into the future with the best technology backing your strategies to maximize your return.
Request a demo to learn more about Hushly’s powerful ABM tools.
