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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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.
Sarah Sehgal, Director,
Growth Marketing, OpenSesame
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." Whether it’s a personalized value prop, an industry- or account-specific insight, or a use case aligned to a big challenge they're trying to solve to reduce risk, save money, increase operating leverage – relevant content earns higher levels of engagement.
Corey Livingston, SVP/VP Marketing & RevOps, CMO On-Demand
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