Apr 15, 2024

How to use AI for account-based marketing

I've been in marketing for over a decade, and I'm always looking for ways to make our efforts more targeted and impactful.

The idea of completely personalizing our messaging for key target accounts seemed incredibly powerful. But it was also daunting—how could we possibly scale that level of customization across all of our accounts?

That's when the lightbulb went off. What if we could use AI to help automate and scale ABM? Now, instead of an unattainable pipe dream, we could actually make 1:1 engagement with target accounts a reality.

I'll walk through how to set up an ABM strategy powered by AI, steps for implementation, the benefits you can expect, and how it can transform your approach to ABM.

Step 1: Identify and Prioritize Target Accounts

The first step is no different than traditional ABM—you need to determine which accounts you want to focus on. Many think of their ideal customer profile (ICP) too broadly. For example, many startups might define their ICP as "Series B to public companies." This is too broad and does not provide enough specificity to build a strong target account list.

You need to collaborate with your sales team to identify non-obvious signals. For instance, we can bring a prospect to the sales team and ask, "Is this prospect a good fit? If so, why?”

You sales team will be able to expand on what makes a prospect a good fit for the company (as it varies from one company to another).

Once you have your target account list, you'll want to divide them into tiers based on potential value. This allows you to focus the majority of your ABM efforts on the highest tier while still nurturing the lower tiers in a scalable way.

Step 2: Integrate Copy.ai's Platform with Account Data

You'll need to connect Copy.ai to any data sources containing information about your target accounts. This typically includes your CRM, marketing automation platform, and any other systems with firmographic data.

Today, Copy.ai has integrations with Salesforce, Hubspot and several other CRMs.

The key is getting as much intelligence about each account into the AI as possible. This allows it to build detailed personas that capture the unique attributes of each company. The more data you can integrate, the more personalized your AI-generated content will be.

Step 3: Create Detailed Personas for Each Account

Now it's time to put that data to work. Leverage the Copy.ai platform to automatically create customized personas for each tier one account. The personas should be based on factors like company size, industry, tech stack, leadership team, current use cases, and any other firmographic details available.

This is where the Copy.ai platform really starts to shine. It can digest all that data and build personas that feel like real companies. The personas essentially become stand-ins for each individual account you want to engage.

Step 4: Set Up AI Workflows to Generate Personalized Content

Here's the fun part. With the personas and data in place, you can set up AI workflows to generate tailored content for each one.

The workflows allow you to generate things like:

  • Content types (e.g. whitepapers, emails, web pages, ads)
  • Content topics based on the company's needs
  • Calls to action relevant to their use cases
  • Tone and messaging that fits the company culture
  • CTAs and offers matched to the account
Personalized landing page copy using Copy.ai's Workflows

The possibilities are endless. You provide the framework, and Copy.ai will generate on-brand, on-message content customized for each account persona.

Step 5: Deliver Personalized Content Through Multiple Channels

Now it's time to get your tailored content in front of your accounts! You can leverage the AI-generated content across multiple channels, including:

  • Targeted ad campaigns
  • Dynamic website personalization
  • Account-specific email nurtures
  • Direct mail campaigns with personalized collateral
  • Chatbots providing customized interactions
  • Sales plays tailored to the account needs

The goal is surround your accounts with relevant messaging tailored specifically to them. The AI allows you to scale this level of personalization to all of your target accounts simultaneously.

The Powerful Benefits of AI-Powered ABM

Taking an AI-driven approach to account based marketing unlocks a variety of benefits:

  • Hyper-personalized content - The AI generates content tailored to each individual target account.
  • Increased engagement - Accounts engage more with messaging relevant to their needs.
  • More effective use of resources - The AI handles personalization at scale so you can focus on strategy.
  • Expanded reach - You can extend 1:1 messaging across your entire target list.
  • Streamlined updates - Refresh messaging as accounts change simply by updating the AI data.

Continue Exploring the Possibilities

ABM powered by AI eliminates the manual effort traditionally required for account based approaches. Now marketers can focus on strategy while the AI handles content creation and campaign execution.

I hope this article has sparked some ideas on how you could use AI to transform your own account based marketing. The use cases are nearly endless. To explore more ways to leverage AI for marketing, be sure to check out our Workflows product documentation. The future is bright when you combine marketing expertise with the power of artificial intelligence!