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ABM IN THE AI ERA

A playbook for 1:1 marketing in the AI era

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Hear from leading experts

"I take a broad view of ABM: if you're targeting a specific set of accounts and tailoring engagement based on what you know about them, you're doing it. But most teams are stuck in the old loop: Sales hands Marketing a list, Marketing runs ads, and any response is treated as intent."

Kevin White

Head of GTM Strategy

Common Room

"ABM has always been just good marketing. It starts with clarity on your ICP and ends with driving revenue. But the way we get from A to B has changed dramatically."

Latané Conant

Chief Revenue Officer

6sense

"ABM either dies or thrives on Sales-Marketing alignment; there's no in-between. When Marketing runs plays on specific accounts or contacts and Sales isn't doing complementary outreach, the whole thing falls short."

Michael Pannone

Director of Global Demand Generation

"In our research at 6sense, few marketers view ABM as critical to hitting revenue goals this year. But that's not because ABM doesn't work; it's because most teams haven't implemented it well."

Kerry Cunningham

Head of Research & Thought Leadership

6sense

"To me, ABM isn't a campaign; it's a go-to-market operating model. It starts with cross-functional planning: mapping revenue targets, territories, and board priorities."

Corrina Owens

Fractional ABM

Orum

"With AI, we can personalize not just by account, but by segment, by buying group, and even by individual. That level of precision just wasn't possible a few years ago."

Guy Yalif

Chief Evangelist

Webflow

What's Inside

This comprehensive guide provides a blueprint for modern ABM execution:

6 interdependent stages that form a data-driven ABM engine: account selection, research, channel selection, content generation, orchestration, and optimization

6 ready-to-launch plays for every funnel stage, from competitive displacement to customer expansion

Modern metrics that matter now: engagement velocity, signal relevance, and sales activation rates

Real-world case studies from Snowflake, Unanet, LiveRamp, and more

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