You may be hearing a lot about using AI for marketing content – and the buzz is pretty exciting! Healthcare sector companies are implementing AI into their marketing strategies in innovative ways. However, there are reasons to be cautious in the ways that you use AI in Account-Based Marketing plans.
AI is an incredible tool, but you have to use it responsibly. Just like there are good and bad ways to use every other industry tool, there are good and bad ways to use Artificial Intelligence.
It makes a lot of sense to hear about AI and immediately think, “This is going to help me target those high-value accounts!” We recommend that you are open to creative uses of AI and that you thoughtfully consider each of the ways you are implementing it.
Let’s take a look at 3 key takeaways related to the role of AI in account-based marketing in a modern healthcare company.
Use AI to Analyze Data
AI is incredibly helpful in analyzing large amounts of customer data, which will help you identify the most promising accounts to target using ABM strategies.
For example, you can feed an AI program a significant amount of data and then run queries for all kinds of useful information. Depending on what kind of data you input, you can query for things like:
- Data about your current clients and their size, location, revenue, facilities, and services
- Industry data related to technologies, therapies, and clinical workflows
- Marketing data to analyze what campaigns and platforms are the most successful
- Intent signals like website engagement, content offer downloads, event attendance, and CTA follow-through
However, there are some precautions to take when querying an AI platform for data. It’s always a good idea to double-check answers and confirm the information that it is providing. Sometimes, AI platforms will “hallucinate,” even with plenty of factual information at their fingertips.
With Account-Based Marketing, your goal is to learn as much as possible about potentially high-value accounts. AI can help you research your existing customer base, analyze information about these accounts, and pinpoint the best accounts that are the most likely to respond to your customized marketing campaigns.
Use Chatbots to Engage Customers and Respond to Questions
If you have interacted with a pop-up customer service representative on a website, then you have already engaged with an AI chatbot as a consumer. In the healthcare sector, your B2B company can use chatbots similarly.
These conversational tools can be used to quickly engage customers, answer their questions, and direct them to the appropriate sales team representative for more 1:1 interaction. However, these tools can feel impersonal and distant, especially if your customer feels like they aren’t getting the information they need.
One of the potential drawbacks of using AI in Account-Based Marketing is that you run the risk of producing robotic, non-human-sounding text. Use AI to supplement your customer engagement, not to replace the human element altogether.
Generate Customized Content for High-Value Accounts
One of the notable features of most AI chatbot platforms is that you can instruct them to create personalized content based on a buyer persona.
Let’s say you have an exciting new offer that you have developed to bring in some specific high-value accounts. You’ve researched these accounts and know their interests, pain points, objections, and goals. You know their values and what they’re looking for, and you know that you have exactly what they need.
Tell your favorite AI platform all about these clients and who they are, as well as how your offer meets their needs. Then, ask the AI to generate the text for a series of emails and calls, based on that information.
It’s incredible what these platforms can create!
Importantly, do not just hit send after having AI generate one of these emails. You still need a real human to go over everything, make improvements, and correct any mistakes. You can’t replace your marketing team with AI, but you can permit them to use AI tools to make their work easier and faster!
Cogo Implements AI Into Your ABM Strategy
Artificial Intelligence opens up so many exciting new possibilities for your healthcare business’s ABM strategy. Even so, AI cannot replace human intelligence, innovation, and empathy. Remember, you want to attract human clients and customers, and real, human connection is at the heart of Account-Based Marketing.
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Schedule a free consultation today to delve into the specifics of your customized Scorecard results. Our dedicated team is ready to propel your business into the fast lane. Contact us now and set the stage for a future marked by unprecedented success!
