Account-Based Marketing (ABM) has only been in the B2B marketing lexicon for a few years now -- but some think the idea may already be on its way out because of advances in martech analytics and artificial intelligence (AI) technologies
"Marketing without AI is going to be no marketing at all," said Malcolm Frank, CMO of Cognizant Technology Solutions, as he set the tone for the day in an introductory presentation at ITSMA's annual Marketing Vision conference this month in Cambridge, Massachusetts.
Frank went on to relate how researchers have already perfected poker-playing robots that are able to accurately learn and read human poker players' strategies, determining when they are bluffing and when they are not.
The corollary that other speakers picked up was that AI will eventually be better than humans at marketing and creating a positive customer experience; some seemed to indicate that current machine learning and automation tech is already better than human marketing and CRM professionals.
"We started about four or five years ago with [Strategic] ABM," related Nick Panayi, Vice President of Brand, Demand, & Digital Marketing at DXC Technology.
'Oh, that's interesting…" then you connect them to the salesperson -- and at that point you bring with them their whole history."