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 masterclass, The Marketing Practice will break down some of their favourite 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

As part of this session, we’ll provide a realistic view of what we think is and isn’t working, why AI is only as good as the workflow you create for it, plus, what we think the future holds for AI in ABM.