AI and the future of ABM measurement: Beyond likes and clicks

Account-based marketing (ABM) has become a cornerstone strategy for B2B marketers seeking to cultivate deep relationships with high-value accounts. Unlike traditional marketing tactics that cast a wide net, ABM focuses on laser-targeted outreach, personalized messaging, and a coordinated effort across marketing and sales teams. 

However, measuring the true impact of ABM campaigns can be a challenge. Traditional metrics like website visits, clicks, and social media engagement – often referred to as "vanity metrics" – provide a limited view of success. These metrics might tell you how many people saw your campaign, but they don't reveal the full story: how your efforts are influencing decision-making within your target accounts and ultimately driving deals forward.

This is where artificial intelligence (AI) steps in, offering a transformative approach to ABM measurement. 

By leveraging the power of AI, marketers can move beyond vanity metrics and gain a deeper understanding of the customer journey within their target accounts. This newfound insight empowers them to optimize campaigns in real-time, build a closed-loop system with sales, and ultimately achieve a significant return on investment (ROI) from their ABM efforts.

Mapping the customer journey with AI

The traditional view of the B2B buyer's journey often resembles a linear path, with prospects progressing from initial awareness through consideration and finally to a purchase decision. 

However, the reality is far more nuanced. B2B purchases, particularly for complex enterprise solutions, often involve multiple decision-makers within an account who interact with your brand across various touchpoints. These touchpoints can include website visits, content downloads, email opens, webinar registrations, social media interactions, and even offline interactions with sales representatives.

The challenge for marketers lies in connecting the dots between these disparate touchpoints and understanding how they collectively influence account engagement. This is where AI excels. AI-powered ABM platforms can analyze vast amounts of customer journey data, identifying patterns and correlations across these touchpoints. 

For instance, AI can reveal that a specific sequence of website visits, content downloads, and email opens often precedes a request for a sales demo within a particular target account. With this knowledge, marketers can tailor their outreach efforts accordingly, focusing on nurturing leads who are exhibiting similar engagement patterns.

Forrester’s 2021 B2B Buying Study, reveals that the number of buying interactions jumped by 10 in the post-pandemic era – a significant change in buying behavior. The same report showed that 63% of purchases now have more than four people involved – vs. just 47% in 2017 – and they can include different buyer roles – champions, influencers, decision-makers, users, or ratifiers – from multiple departments. 

This highlights the importance of understanding the complete customer journey within the target accounts. By leveraging AI to analyze customer journey data, marketers can gain a more comprehensive picture of how their efforts are influencing account progression and identify the marketing activities that are truly driving deals forward.

AI as a real-time ABM strategist

The beauty of AI lies in its ability to learn and adapt. AI-powered ABM platforms can continuously analyze campaign performance data, identifying which tactics resonate best with specific accounts or buyer personas. This translates to the ability to dynamically adjust campaigns in real-time. 

Imagine an AI system that analyzes an account's website behavior and discovers a decision-maker has been downloading content related to a specific product offering. The AI can then automatically recommend personalized content, such as a case study or a webinar focused on that particular product, to be delivered to that decision-maker. 

This level of real-time optimization ensures your messaging remains relevant and highly targeted throughout the customer journey within each account.

Predictive modeling for proactive outreach

AI takes ABM measurement a step further by enabling predictive modeling. By analyzing historical data on successful deals, AI can identify patterns and characteristics associated with high-value accounts that are most likely to convert. This allows marketers to prioritize their outreach efforts and proactively engage with target accounts that exhibit similar characteristics. 

For instance, an AI model might identify that companies with a specific firmographic profile and a history of downloading technical white papers are more likely to close deals. Marketers can then use this insight to prioritize these accounts for personalized outreach campaigns focused on solution demos and consultations.

The ROI of AI-powered ABM

The true value of ABM lies in its ability to generate a significant return on investment. However, measuring this ROI can be complex. Traditional metrics often fail to capture the full impact of ABM efforts on pipeline generation, deal size, and customer lifetime value. AI can address this challenge by providing a more holistic view of ABM ROI.

Here's a table outlining the limitations of traditional metrics and how AI-powered ABM measurement offers a more comprehensive approach:

By leveraging AI for a more comprehensive view of ABM ROI, marketers can demonstrate the true value of their efforts to stakeholders. A recent McKinsey report estimates that generative AI could increase the productivity of marketing functions, saving up to 15% of total marketing spend – worth about $463 billion annually. 

Adobe reports that 76% of marketers who implement marketing automation see a positive ROI within a year, while 44% of them see a return within just six months. Meanwhile, Gartner predicts that 30% of outgoing marketing messages from large organizations will be generated by AI by 2025. This translates directly to ABM, where AI can help optimize campaigns for maximum impact on pipeline generation, deal size, and ultimately, revenue growth.

Conclusion: The future of ABM is powered by AI

The future of ABM is undoubtedly intertwined with the continued development of AI. By leveraging AI for insightful measurement, real-time campaign optimization, predictive modeling, and a holistic view of ROI, marketers can unlock the full potential of their ABM strategies. 

AI empowers marketers to move beyond vanity metrics and gain a deeper understanding of the customer journey within their target accounts. This newfound insight allows for highly personalized outreach, fosters stronger relationships with key decision-makers, and ultimately drives significant business growth. 

As AI technology continues to evolve, so too will its capabilities in the realm of ABM. Marketers who embrace AI will be at the forefront of this evolution, poised to achieve unprecedented levels of success in their ABM endeavors.