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Martech: Content

Artificial intelligence is changing the rules of account identification

Columnist Peter Isaacson takes a look at how AI-powered intent data is transforming the way B2B marketers approach their Account-Based Marketing programs.

Peter Isaacson on September 29, 2017 at 2:11 pm
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We’re on the verge of a whole new world when it comes to Account-Based Marketing (ABM). Just when it seemed like marketers were getting the hang of ABM, advancements in technology are flipping traditional account-based tactics on their head.

In the past year or so, we’ve seen artificial intelligence (AI) technologies swoop in and really transform specific parts of the strategy, from website personalization and digital advertising to sales enablement. Now, we’re seeing these technologies tackle even more fundamental ABM steps, including account identification.

[Read the full article on Martech Today.]


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Peter Isaacson
Peter Isaacson has over 25 years of marketing experience in both B2B and B2C marketing, ranging from branding, advertising, corporate communications and product marketing on a global scale. As CMO for Demandbase, Peter is responsible for overall marketing strategy and execution, including product, corporate and field marketing. Prior to joining Demandbase, Peter was CMO at Castlight Health, helping to scale the company and build the marketing team prior to its successful IPO. Peter got his start in advertising, working at agencies in New York on accounts ranging from Procter & Gamble to Compaq computers.

Related Topics

ABM: Account-Based MarketingChannel: Martech: ContentMartech Column

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