Quadrant Knowledge Solutions’ market insights research on ABM platforms provides a detailed insights to users about the significant role of AI/ML in identifying high-value accounts that helps organizations generate collaborative campaigns to provide a personalized buying experience to the users.
ABM platform vendors focus on augmenting AI-driven decision-making capabilities, personalizing communications, ads, and campaigns across channels, and accelerating customer conversion. An AI/ML-driven ABM platform treats high-value accounts as individual markets, promoting cross-selling and upselling to existing customers and ensuring a continuous engagement between the organization and the accounts.
The growing adoption of AI/ML in ABM platforms broadens the landscape for vendors to diversify their technology capabilities to meet dynamic user demands. Vendors are increasingly offering end-to-end AI-driven ABM capabilities to optimize the ABM processes across sales, marketing, and customer success.
According to Megha Rungta, Analyst at Quadrant Knowledge Solutions, “Organizations are leveraging AI/ML to analyze and understand ideal customer profiles to offer enhanced account prioritization, scoring, identification, and data management support. They also employ AI/ML to automate and digitize data workflows to better manage transactional, operational, and behavioral data across channels and devices. Thus, AI/ML will continue to positively influence the ABM market and empower marketers and sales teams to determine future steps meticulously.”
Author : Megha Rungta, Analyst at Quadrant Knowledge Solutions.
