How Artificial Intelligence Is Transforming Account Based Marketing w/ Mark Ogne

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Identifying people's needs results in a 700% increase in sales. That fact has led to a huge increase in Account Based Marketing (ABM), the strategy of selecting a manageable number of accounts that have similarities so you can understand what they're interested in. ABM refocuses marketing to the customer's needs and delivering against those need. In ABM, information lives in many channels. AI and machine learning can find patterns in that data and use it to help executives make good decisions.

We invited Mark Ogne, one of the founding fathers of ABM and now CEO of the ABM Consortium, to come on an Artificial Intelligence for B2B Marketing podcast. He talked about using the digital footprints of an account to identify the changing needs of an audience and how machine learning can identify the right creative against a client's needs scenario.

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