Abstract
The widespread adoption of artificial intelligence (AI) has ignited transformative changes across diverse domains, including business and marketing. Consequently, this study immerses itself in the initiatives undertaken by Invest Lithuania, a non-profit foreign direct investment development agency, which orchestrated an inventive marketing campaign through the synergy of account-based marketing (ABM), storytelling, and artificial intelligence (AI) techniques. The campaign's overarching goal was to effectively engage target contacts and increase business opportunities in the game development sector. In this dynamic environment, innovative marketing approaches, like those explored in this study, can help build long-term relationships and promote sustainable business growth. The results showed that the potential is there.
TopTheoretical Background
A critical approach to marketing proves essential, as it plays a pivotal role in effectively connecting with target audiences and driving business expansion (Burgess & Munn, 2021). Given that, this section focuses on an emerging B2B strategy, account-based marketing, which is examined in conjunction with storytelling and AI. This fusion will be thoroughly explored, uncovering its transformative impact on reshaping marketing strategies and nurturing deeper connections with target audiences.
Key Terms in this Chapter
Case Study: Is a research method that involves an in-depth examination and analysis of a particular individual, group, event, or situation.
Account-Based Marketing: Is a highly targeted marketing strategy that focuses on tailors and customizes marketing efforts to specific individual accounts or a select group of high-value accounts rather than targeting a broad audience.
Artificial Intelligence: Is the simulation of human intelligence in machines, allowing them to perform various tasks.
Coherent Communication: Is the act of conveying information, ideas, or messages in a clear, logical, and organized manner to ensure that the recipient can easily understand and follow the intended message.
Storytelling: Is the art of conveying a message or information through a narrative, often involving characters and emotions, to engage an audience.
Synergy: Refers to the combined or cooperative interaction of multiple elements, where the result is more significant or effective than each element’s individual contributions or efforts on its own.
Personalization: Is the practice of tailoring products, services, content, or experiences to individual preferences, needs, or characteristics.
Invest Lithuania: Is the national agency responsible for attracting foreign investment to Lithuania and supporting businesses in the country.