The where, when and how of using AI for account-based marketing

3rd October 2023

AI usage in account-based marketing might feel like a new and emerging space, but many vendors and technology platforms have been using AI to aid their ABM efforts for years.


The emergence of new AI solutions and all the buzz that accompanies them has created a space with hundreds of potential tools, making it increasingly hard to pick out the rare and valuable coin in the pile of change.

In this panel discussion, Chris Burke (The Marketing Practice), Russell Martin (Demandbase) and Alastair Hussain (The Marketing Practice) break down some of their favorite tools, technologies, & use cases for AI across the lifecycle of ABM programs today including:

  • Account selection, segmentation & intelligence
  • Creating personalized content and communications
  • Smarter sales activation
  • Enhanced measurement, reporting, and optimization

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