- Account-based marketing is an approach
that implements the agile marketing workflow
with objectives specifically attuned
to catering to existing accounts
and growing new targeted accounts as well.
So what it provides, in part at least, is a dynamic
that allows marketing efforts to become much more focused
and, generally speaking, much more efficient
and much more effective too.
One of the key components of account-based marketing,
from a machine learning perspective, is propensity modeling.
A propensity model is a data-driven solution
that identifies features that indicate a high
or a low tendency to perform some action.
For example, someone visiting my website
at makeitvalid.com might be looking for information
on how to get in touch with me
or information about an article that I wrote.
One of those actions could predict the likelihood
of a new account and the other the potential
for a new member of the agile marketing community.
I call each of these states either a marketing-ready state
or a sales-ready state.
It's a concept that can be advantageous
to helping sales and marketing teams work together.
And it's one a propensity model can help identify
so that your account-based marketing program
gets smarter each day.
A propensity model can help inform marketing investments,
investments in your time,
and investments in certain account pursuits.
It looks at certain steps, or combinations of steps,
that drive a particular outcome.
Account-based marketing and propensity modeling
is really a match made in heaven.
They both strive to drive greater targeting
and to hit the bull's-eye much more often.