Customer profiling can help brands improve ROI through account-based marketing

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 26, 2019, 4:17 PM UTC

87% of companies reported a higher ROI with account-based marketing (ABM) compared to traditional lead-based initiatives. 

This piece says that marketers should use consumer insights and profiling tactics to create an improved account-based experience (ABX). Businesses should use multiple data sources to get better consumer insights and then identify accounts to be targeted.

Brands should combine their fit data, intent data and engagement data to profile consumers that marketers should focus on.  They can then utilise AI to leverage ideal customer profiles to create predictive target account lists which support ABM strategies.

Modern marketing automation platforms can help brands use AI to identify their ideal clients and then match them with their account list. To reach the full potential of ABM, marketers should implement their data findings by strategically identifying specific contacts within each target account.

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