Precision Targeting: Using AI, ABM, and More

On October 1, featured experts Olga Kazakova from Miro, Richa Pande from HP, and Allie Collins from Centime discussed how to blend martech, AI and ABM tactics to deliver more precise targeting and customized experiences for buying groups.

Featured experts

centime logo

Chief Marketing Officer

hp logo

Global Head of Marketing, Industrial Print

miro logo

Head of GTM Product Marketing

Key takeaways

Precision Targeting and Personalization: AI helps bridge customer journey data, detect audience segments, and trigger personalized responses. AI enables highly personalized communication at scale, which was previously too resource-intensive.

AI as a Tool for Efficiency and Experimentation: AI streamlines processes, enabling faster hypothesis testing and marketing experimentation. With AI, marketers can rapidly iterate and test campaigns, reducing the risks and costs of experimentation.

Enhancing Customer Insights: AI helps gather deeper insights into customer behavior, preferences, and motivations, allowing marketers to tailor offers and content more precisely. Tools like predictive lead scoring assist in identifying which prospects are more likely to convert.

AI as an Assistant to Marketers: AI tools like ChatGPT, HubSpot Copilot, and other AI-powered solutions are being used for everything from content creation to account research, making marketing teams more efficient. AI can act as a “digital intern” or “assistant,” taking over routine tasks like summarizing meetings, generating marketing copy, or identifying new target audiences.

Balancing Human Creativity with AI: While AI is powerful for automation and optimization, experts emphasized the need to maintain human creativity, unique brand voice, and personal touch, especially in one-to-one ABM scenarios. Over-reliance on AI can lead to homogenized content, so marketers must ensure they retain their uniqueness.

AI in B2B vs. B2C Marketing: AI is transforming both B2B and B2C marketing, but the conversation focused more on B2B scenarios, where AI can assist in personalizing and scaling account-based marketing efforts.

Data Utilization and AI Integration: AI facilitates the aggregation and analysis of large data sets, helping marketers to interpret data more efficiently and apply it in ABM strategies. Integrating AI with existing CRM and marketing tools (e.g., HubSpot) enhances data-driven decision-making and leads to more targeted campaigns.

Cultural Shift Toward AI Adoption: Companies are increasingly embracing AI, creating a culture of curiosity and experimentation. However, there was a cautionary note about not losing the human touch in marketing and ensuring that AI does not strip away the creativity and individuality in marketing campaigns.

These themes highlight how AI is revolutionizing ABM by improving precision targeting, enhancing personalization, and driving efficiency in marketing operations. Teams that embrace these capabilities and balance them with human creativity will have unlimited opportunities to succeed with ABM.

Themes from the discussion

Advice from the experts

Meet the experts

centime logo white

Chief Marketing Officer at Centime

Allie Collins is a seasoned leader in the SaaS startup scene with more than 15 years of experience leading high-performing revenue teams. As CMO and head of marketing and sales at Centime, she drives all aspects of revenue operations, go-to-market strategy, and growth execution. Collins has led marketing teams at GoCo and SmartVault, earning more than a dozen awards from the American Marketing Association. Recently, she was recognized among the Houston Business Journal’s “Women Who Mean Business.”
hp logo white

Global Head of Marketing, Industrial Print at HP

Richa Pande leads global marketing for HP’s Industrial Print Business, where her mission is to establish marketing at the heart of GTM motion, helping build the sales pipeline and deliver to sell-out. Previously, she led marketing for HP’s 3D and personalization business and the U.S. commercial print business. Before joining HP in 2018, Pande held leadership roles at Briggs Equipment and Ecolab Inc.
miro logo white

Head of GTM Product Marketing at Miro

Olga Kazakova is a marketing leader based in Austin, Texas, with more than 17 years of experience in product marketing, sales enablement, content strategy, and brand marketing. Currently, as head of GTM product marketing at Miro, she leads a global team responsible for articulating and strengthening Miro’s market position, driving pipeline and revenue with strategic accounts, and creating memorable experiences for executive decision-makers. Kazakova has developed a strategic narrative, messaging, and positioning framework for hundreds of GTM employees.

Overview

October 19, 2023 — Michelle Hagen Slade of Dodge Construction Network, Christina Pedison of Pizza Hut, Joyce Schofield of The Container Store, and Rich Herbst of Ascend Marketing discussed how data, technology, and a focus on the customer journey can help improve omnichannel customer experience.

Featured Experts

Michelle Hagen Slade headshot

Michelle Hagen Slade

Senior Vice President Marketing

Dodge Construction Network

Christina Pedison headshot

Christina Pedison

Media Manager

Pizza Hut

Joyce Schofield headshot

Joyce Schofield

Head of Product & User Experience

The Container Store

Meet the Experts

Michelle Hagen Slade

Senior Vice President Marketing, Dodge Construction Network

In her current role as Senior Vice President Marketing for Dodge Construction Network, as well as previous executive positions in marketing and product management, Michelle leverages her passion for using modern technology to build and market products of all types. She welcomes the challenge of marketing a new offering or service, quickly articulating differentiated positioning, developing clear product road maps, and inspiring a cross-functional team to bring the vision to life. As Founder and CEO of Tandem Theory marketing agency for over six years, she specialized in leading digital transformation for clients using martech-enabled channel-integration efforts, including channel-agnostic content strategy, cross-channel communications (paid and owned media), omnichannel CRM, email marketing and other data-driven methods to optimize campaign performance and grow revenue. 

Christina Pedison

Media Manager, Pizza Hut

As Media Manager for Pizza Hut, Christina oversees national paid media and media partnerships — a role that’s heavily rooted in channel integration and brand activations across online and offline platforms. Her passion for creating 360-degree campaigns shines through Pizza Hut’s marketing strategy, including the recent high-profile brand partnership with the latest Teenage Mutant Ninja Turtles (TMNT) movie, Mutant Mayhem. Pizza Hut x TMNT co-branding was brought to life across various consumer experiences—including events, packaging, media and even incorporating Pizza Hut into the movie itself. Before joining Pizza Hut, Christina held several National Media roles at Belmont Ad Agency, Travelocity, TM Advertising and CBS. 

Joyce Schofield

Head of Product & User Experience, The Container Store

Described as customer-obsessed and passionate about “all things digital,” Joyce strives to create simple yet powerful brand experiences that inspire moments of “wow” for consumers. Bringing 18+ years of product leadership in the digital space to her role as Head of Product and User Experience for The Container Store, she built the Product and UX organization from the ground up while leading her team through delivery of impactful product initiatives across all aspects of technology, including eCommerce, Mobile App, Stores, Supply Chain and Logistics. She loves helping teams realize their full potential and scale their impact by leading with intentional coaching and mentorship. A strong advocate of leveraging data and analytics to drive decisions, her expertise in helping organizations unlock value through strategic thinking and results-oriented execution spans multiple companies and industry verticals. 

Custom ABM workshops

Do you and your marketing team want to go deeper into AI, ABM, and advanced targeting? Request a collaborative deep dive workshop with the Martechify community to build strategies, account journeys, and foundational ABM elements.

Shopping Basket

Request a deep dive session

Sign up to receive a recording of ABM/ABX: Real-World Insights, from our Martech Chats series, once it becomes available.