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Artificial Intelligence in Marketing: A Comparative Analysis of Account-Based and Customer-Based Strategies

Author

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  • Mallidi, Sai Prabhas
  • Ramesh, Janga

Abstract

The rise of Artificial Intelligence is reshaping how we see the modern world—playing a crucial role in marketing by enabling the data-driven decision-making approach, hyper-personalized texts, and automation. Businesses are highly dependent on AI-driven tools for predictive analysis and customer segmentation to optimize marketing efforts. Two Key approaches in AI-driven marketing are the Account-based marketing (ABM) and the Customer-Based Marketing (CBM). Where ABM focuses on targeting the high-value accounts in the B2B marketing sector, while CBM emphasizes personalized engagement with individual customers sector based on behavioral data and preferences of the individual. The term CBM is not widely used in the market, but its principles are actively applied through AI-driven CRM systems, customer segmentation, and predictive personalization techniques. Tools like Salesforce, Adobe Experience Cloud, and AI chatbots enhance customer engagement, retention, and conversion rates. This research explores and studies the evolution of AI in modern marketing, the adoption and implementation of ABM and CBM in the current global scenarios, and the challenges that businesses are facing in scaling AI-driven personalization for individuals. Keywords: Account-Based Marketing (ACM), Customer-Based Marketing (CBM), Rises of AI, Modern Marketing

Suggested Citation

  • Mallidi, Sai Prabhas & Ramesh, Janga, 2025. "Artificial Intelligence in Marketing: A Comparative Analysis of Account-Based and Customer-Based Strategies," OSF Preprints ptqy5_v1, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:ptqy5_v1
    DOI: 10.31219/osf.io/ptqy5_v1
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