Applying robust Lead Intelligence (LI) makes you customer-centric while gaining a thorough understanding of the market demands and customer opinions. Collecting real-time relevant data, boosting upselling opportunities, capturing higher market shares are some major factors in your ABM, rendering a competitive advantage. Sales Intelligence and Account-based Marketing have converged to make a 1:1 marketing relationship with the customers.

Gartner predicts in the context of artificial intelligence that, “Most enterprise relationships with customers won’t require humans by 2022”. While this prediction could be a precursor to the next big trend, it does however signify the synergy that exists between marketing and Lead Intelligence

The top challenges of implementing an ABM strategy are, creating a scalable strategy for several accounts, producing customized content, and seamlessly coordinating programs across Marketing, Sales & Development, and the Sales team. Not only can Lead Intelligence help to expedite your campaigns, but it also renders maximum accuracy, making it cost- and time-effective.

Below are some key scenarios that showcase how Account-based Marketing performs best with the aid of Lead Intelligence.

INTENT DATA: Intent data is a popular form of Account-based Intelligence. And for a good reason! It’s unlikely to have first-party data on all the accounts that are of interest to your Business. Lead Intelligence helps campaigns be tailored to the topics, challenges, or customer interests trending for a particular account.

ACCOUNT PROFILING AND LEAD-GENERATION: Profiling customers is a mandatory step in ABM implementation. With the power of LI, one can crawl the internet and several databases to find vital information for accurate customer profiling. Additionally, one can further segment the data mined from the CRM platforms, leading to better lead qualification and hyper-individualized experiences.

REPORTING AND ANALYTICS: Complex Spreadsheets and fancy slides are built in silos. Lead Intelligence can help merge disparate data sources to predict future results and identify patterns. E.g., Roboto is one such solution that functions as a predictive analytics engine. Social media is another crucial aspect, wherein lead intelligence allows companies in analysing competitors’ social media activities in detail, helping uncover new strategies.

PERSONALISED CONTENT: ABM is all about putting the buyer front and center. Knowing how the prospects are engaging with your content helps you to be hyper-personalized in your outreach, making each touchpoint be informed by data. It helps build lasting relationships thereby driving higher ROI. Personalization of Content is a pervasive matter when it comes to ABM. Content like email drafts, content published on media channels ad copies, on-site content can be personalized as well with the help of Lead Intelligence. This is to create complexity but, also to deliver exactly what the client is looking for.

AUTOMATION AND DYNAMIC CONTENT: An array of marketing automation software exist in the market. Lead Intelligence adds value to such automation. With intelligent analytics being stitched into the marketing campaign, it facilitates the marketeer with key insights which otherwise would have taken long to gather.
To completely fulfil the benefits of ABM strategies, Lead Intelligence needs to be integrated into the different layers of its architecture: the device layer, personal layer, social layer, and environmental layer. Account-based marketing can be leveraged to the best of its capabilities with the intelligence applied throughout these layers.
“MarketingProfs reports that businesses that implement AI see 59% better close rates for sales, 58% increased revenue, 54% more traffic and engagement, and 52% higher conversion.”
To sum it up, we can observe that the metrics speak for themselves about the future and potential of Lead Intelligence when combined with Account-Based Marketing.