2025
AI + ABM Trends
Access our industry report on the trends redefining account-based marketing, as well as strategic advice, insights, and practical tips from experts and contributors on how to use them to unlock business growth.
Access our industry report on the trends redefining account-based marketing, as well as strategic advice, insights, and practical tips from experts and contributors on how to use them to unlock business growth.
More and more marketing and sales teams are using AI in some way shape or form to support campaigns – from predictive analytics for account selection to capturing and analyzing buying signals.
But while the adoption of AI has been thick and fast by those on the ground, a great deal feel that their strategies and approaches aren’t quite up to scratch.
With the digital deluge that exists today, it’s become increasingly difficult for brands to stand out and attract prospects at each touchpoint.
In light of this, content personalization has become the absolute minimum – but are organizations keeping up and utilizing it effectively?
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When evaluating the ROI of AI in ABM, marketing leaders should think beyond simple cost reduction and consider the compound effect of efficiency gains across the entire revenue architecture.
The real value emerges when AI amplifies and automates data-intensive insight gathering from prospect and customer behavior, ultimately creating a continuous feedback loop where each customer interaction yields insights that make subsequent engagements more relevant and likely to convert buyers to the next step in their journey.
Steve Armenti,
CEO & Founder at Twelfth Agency
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As AI becomes table stakes, ABM will get more efficient, and great ABM will help enable what has always worked: building real (human, in-person!) connections. Many orgs treat ABM and events as separate channels, but I think that can be a missed opportunity.
Event teams can use ABM strategies to personalize event promotion and execution, and then can feed a wealth of event data back to ABM teams as account and contact-level insights.
As AI becomes table stakes, ABM will get more efficient, and great ABM will help enable what has always worked: building real (human, in-person!) connections. Many orgs treat ABM and events as separate channels, but I think that can be a missed opportunity.
Event teams can use ABM strategies to personalize event promotion and execution, and then can feed a wealth of event data back to ABM teams as account and contact-level insights.
As ABM evolves, AI will take the reins on data, operations, and execution—freeing marketers to double down on creativity, strategy, and truly bespoke 1:1 and 1:few campaigns.
AI won’t replace the marketer, but it will act as a powerful co-pilot—streamlining personalisation, surfacing intent signals, and unlocking the headspace marketers need to think bigger, bolder, and more human with ABM.
As ABM evolves, AI will take the reins on data, operations, and execution—freeing marketers to double down on creativity, strategy, and truly bespoke 1:1 and 1:few campaigns.
AI won’t replace the marketer, but it will act as a powerful co-pilot—streamlining personalisation, surfacing intent signals, and unlocking the headspace marketers need to think bigger, bolder, and more human with ABM.
I think AI is a buzzword that has been banded about for many years, but is really starting to take place as standard practice. The collaboration with AI will be key for allowing ABMers to do marketing, look at the strategy and outsource some of the resource-heavy tasks of the past.
The key for me is really around change management, getting everyone in a business bought into the idea of ABM that needs to be adopted by everyone to actually work.
I think AI is a buzzword that has been banded about for many years, but is really starting to take place as standard practice. The collaboration with AI will be key for allowing ABMers to do marketing, look at the strategy and outsource some of the resource-heavy tasks of the past.
The key for me is really around change management, getting everyone in a business bought into the idea of ABM that needs to be adopted by everyone to actually work.
The future of demand generation is shifting from reactive to predictive. It’s less about collecting email addresses through gated content and more about recognizing early, often subtle, buying signals—long before a prospect fills out a form.
As companies increasingly expect consumer-like experiences, demand gen teams need to move upstream in the buying journey, intercepting interest before it ever hits a demo request.
The future of demand generation is shifting from reactive to predictive. It’s less about collecting email addresses through gated content and more about recognizing early, often subtle, buying signals—long before a prospect fills out a form.
As companies increasingly expect consumer-like experiences, demand gen teams need to move upstream in the buying journey, intercepting interest before it ever hits a demo request.
ABM is evolving from a marketing-led initiative into a holistic, cross-functional strategy focused on delivering personalized experiences across the entire customer lifecycle.
We're seeing a shift toward Account-Based Experience (ABX), where sales, marketing, and customer success align around high-value accounts to drive engagement, retention, and expansion.
ABM is evolving from a marketing-led initiative into a holistic, cross-functional strategy focused on delivering personalized experiences across the entire customer lifecycle.
We're seeing a shift toward Account-Based Experience (ABX), where sales, marketing, and customer success align around high-value accounts to drive engagement, retention, and expansion.
Maybe it's research or copywriting or brainstorming – but that's where we're seeing the majority of ABMers leveraging AI today. So they're using it for very pointed use cases.
We're also seeing that a lot of these tech vendors are starting to embed it in their actual software.
So predictive analytics for dynamic account scoring, measurement, and reporting – and it's very much: how do we apply it effectively?
Maybe it's research or copywriting or brainstorming – but that's where we're seeing the majority of ABMers leveraging AI today. So they're using it for very pointed use cases.
We're also seeing that a lot of these tech vendors are starting to embed it in their actual software.
So predictive analytics for dynamic account scoring, measurement, and reporting – and it's very much: how do we apply it effectively?
In the future, AI will power always-on, predictive ABM, and move beyond content generation to start driving real-time ABM decision-making.
This includes predictive account scoring based on intent, behavior, and fit signals, and AI co-pilots for sales that surface hyper-relevant talking points, content, and outreach suggestions instantly.
In the future, AI will power always-on, predictive ABM, and move beyond content generation to start driving real-time ABM decision-making.
This includes predictive account scoring based on intent, behavior, and fit signals, and AI co-pilots for sales that surface hyper-relevant talking points, content, and outreach suggestions instantly.
I see AI-generated messaging evolving far beyond static templates — dynamically pulling and prioritising segmentation vectors based on what’s proven to convert.
I also see full personalisation of the inbound experience too, adapting website content, offers, and messaging in real time based on a visitor’s segment profile.
I could also see AI factoring in signals for Lost accounts e.g. predicted buying cycle to trigger actions such as sending a gift or direct mail.
I see AI-generated messaging evolving far beyond static templates — dynamically pulling and prioritising segmentation vectors based on what’s proven to convert.
I also see full personalisation of the inbound experience too, adapting website content, offers, and messaging in real time based on a visitor’s segment profile.
I could also see AI factoring in signals for Lost accounts e.g. predicted buying cycle to trigger actions such as sending a gift or direct mail.
My main worry with AI is the risk of losing authenticity and originality.
If we are all churning out AI generated content we lose credibility and relevance. The balance between fast and efficient AI generated content and being original is so important.
My main worry with AI is the risk of losing authenticity and originality.
If we are all churning out AI generated content we lose credibility and relevance. The balance between fast and efficient AI generated content and being original is so important.
I think because of the influx and “sameness” that basic AI usage is driving, there’s going to be a bigger shift on human interactions within ABM.
I think events, both in person and virtual, are going to be one of the biggest focus areas in the next 2 to 3 years of making an impactful difference when people are still trying to figure out how to stand out through digital channels.
I think because of the influx and “sameness” that basic AI usage is driving, there’s going to be a bigger shift on human interactions within ABM.
I think events, both in person and virtual, are going to be one of the biggest focus areas in the next 2 to 3 years of making an impactful difference when people are still trying to figure out how to stand out through digital channels.
Content personalization is what turns strategy into relevance. It takes our GTM and ABM strategy from only "targeting the right accounts" to speaking an account's language, solving their unique problem, and earning their trust. Personalization builds relevance fast.
In ABM and GTM, we only have seconds to capture attention. Personalized content says: “We understand your business, your challenges, and we’ve done our homework."
Content personalization is what turns strategy into relevance. It takes our GTM and ABM strategy from only "targeting the right accounts" to speaking an account's language, solving their unique problem, and earning their trust. Personalization builds relevance fast.
In ABM and GTM, we only have seconds to capture attention. Personalized content says: “We understand your business, your challenges, and we’ve done our homework."
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