Is there a synergy between pipeline acceleration platforms and account-based marketing (ABM) solutions? While we've previously compared these two approaches, we want to delve into how they can join forces to create a more potent marketing strategy. By combining the deeper insights offered by ABM platforms with the predictive power of AI-based pipeline acceleration platforms like RevSure, businesses can generate more accurate forecasts for future conversions and allocate resources accordingly.
Deeper Insights
Traditional ABM platforms have a wealth of insights and reporting capabilities around accounts, intent and engagement. However, AI-based pipeline acceleration platforms provide future-looking pipeline predictions on how those accounts will convert and how much pipeline they will generate. In using these two solutions together, companies can build more accurate future-looking forecasts around where larger deals from target-accounts will come, which helps with sales bandwidth and resource planning as well as marketing allocations.
Precision Targeting
ABM platforms enable businesses to identify and focus on high-value target accounts, but pipeline acceleration platforms like RevSure use AI-based algorithms to prioritize the accounts most likely to convert into customers. Additionally, AI platforms highlight the attributes of accounts that are converting into pipeline, but also allow you to easily understand the types of accounts and which buyers are worth higher contract values– allowing you to be more efficient with your account targeting efforts. By combining forces, you’ll be able to identify which buyers and what accounts to target, develop the tactical plan to attract and engage them as well as focus your efforts on the best accounts for conversions.
Account Experience Optimization
Attribution and conversion path analysis allows you to identify the “next-best action” in a customer journey, to rescue friction in the buyer’s journey. While account-based marketing campaigns have numerous workstreams and touch-points at once, the ability to use the next-best action will create a more optimized experience for the accounts in your campaign. This personalized approach removes the guesswork from “what’s next” and maximizes the chances of opportunity creation within your targets.
Seamless Sales and Marketing Alignment
Marketing wants to generate quality pipeline and sales wants to close those opportunities, generally speaking. Using AI-based recommendations to target the right buyers and the right accounts, align their customer journey and optimize using data instead of gut-feeling will help to empower marketing and sales teams to work together on an account-based approach. The data transparency between ABM and pipeline acceleration tools will enable both teams to see what’s working, collaborate more effectively and align their efforts to nurture and convert high-value accounts.
In conclusion, the combination of pipeline acceleration platforms and account-based marketing (ABM) solutions unlocks a new level of marketing strategy potency. By leveraging the deeper insights provided by ABM platforms and the predictive capabilities of AI-based pipeline acceleration tools like RevSure, businesses can generate accurate forecasts, optimize resource allocation, and plan for future conversions more effectively.
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