Is Intent Data Intelligent Enough to Power ABM?

Account-based marketing (ABM) and artificial intelligence (AI) are two powerful technologies wielded by B2B organizations across the world.

In a blog post titled, “Alexa, Who is In-Market for My Product Today?”, 6sense’s Minal Awasthi explores the ubiquity and confluence of ABM and AI. In a world in which, as she posits, 80% of her blog readers own a consumer-grade AI-powered gizmo. Certainly, there is a compelling case for AI-powered ABM.

ABM Alone Isn’t Enough

ABM is a veritable game-changer for Marketing and Sales organizations. However, there are limitations to its potential value. According to Awasthi, the key to successful ABM is the ability to capture buyer intent data across the entirety of a target account. That means all touch points, all contacts, and all channels.

The ability to hyper-target B2B marketing strategies is critical to Marketing and Sales performance. But odds are low that human intelligence can leverage the staggering amount of intent data to accurately calculate the best times to engage those target accounts.

Consistently, accurately engaging target accounts at the right time, every time, requires the predictive capabilities of AI. Using ABM, Sales and Marketing teams take signals of buyer intent to determine the right time to engage a prospect. However, AI and predictive analytics can take that intent data and contextual data, and compute where a prospect is in their buyer’s journey. As a result, Sales and Marketing will know the right time to send the right engagement.

The actionable insights produced by predictive AI can enhance ABM programs, bolster and fortify the quality of prospects in all stages of the sales funnel, and consequently lead to more closed deals.

Alexa, Parse my B2B Intent Data

AI is indeed a powerful and necessary component to any modern – and successful – ABM strategy. It’s no secret, but it’s not necessarily an easy pill to swallow. Companies like 6sense and Aberdeen are hip to that reality; as Awasthi explains, the limitations of ABM are why 6sense developed and offers an AI-powered ABM engine.

When it comes to Aberdeen’s huge sets of B2B purchasing intent data, there is no match for the processing power of artificial intelligence. Our market intelligence is powered by natural language processing (NLP), which translates buyer intent signals, and predictive output from machine learning of buyer journeys. Empowering clients to transform into intent-driven Marketing and Sales organizations requires more than a smart team with earnest motivation. Luckily, the confluence of AI and intent-qualified opportunities allows Aberdeen to turn buyer intent signals into market intelligence on segmentation, consideration, content consumption and marketing, and opportunity monitoring.

Alexa, please tell my ABM provider that intent alone isn’t enough; I need the impact of AI.