Entering a new era of AI + ABM.

From content creation and differentiation to program design and future states, hear from 250+ experts about how AI is transforming ABM.

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The voices behind the report.

We enlisted and interviewed some of the top AI + ABM practitioners across the globe to understand what matters right now.

Rachel Truair

CMO

Demandbase

Kevin Driscoll

Head of Global ABM

Datadog

Jess Cook

VP of Marketing

Vector

Steve Armenti

Founder

twelfth agency

Trend 01

AI starts to unlock productivity.

For more than half (52%) of B2B teams, AI has made it easier to stand out from the competition. For those teams, content production, win rates, account engagement, retention, and pipeline are all up.

46%
Improved retention
These teams say AI has improved retention for key accounts.
44%
Improved engagement
These teams say AI has improved account engagement.
42%
Improved win rates
These teams say AI has improved win rates for key accounts.
35%
Increased pipeline
These teams say AI has increased pipeline generated.
Trend 02

Most can't act on signals immediately.

Detecting a buying signal and responding to it are two different capabilities. One is table stakes, the other is where pipeline is won. For the vast majority, acting same day is still out of reach.

30%
Act immediately
Real-time experiences are ensuring these teams win.
38%
Take 2-3 days
Most can capture signals, but can't act on them immediately.
27%
Take up to a week
No immediate solution to create tailored experiences.
5%
Take 2-4 weeks
For this cohort, ABM is usually a slow and manual effort.
Trend 03

The agentic workforce is growing.

While the vast majority are running campaigns manually, a small segment is automating theirs. When we look at satisfaction for AI versus not, the data tells an interesting story.

11%
Are using AI at scale
Includes deploying agents, automated workflows and more.
27%
Are ready to scale
They've set up the foundation for a more modern approach.
28%
Are piloting use cases
Exploring how AI can enhance their ABM campaigns.
30%
Are still researching
These teams are charting a path, but not yet invested.
Trend 04

Infrastructure remains a blocker.

The single-strongest predictor of ABM success isn't technology, budget, or team, it's whether or not AI capabilities have been built on solid foundations and up-to-date data.

12%
Automate their tiering
Real-time updates, automated account scoring.
21%
Run tiering manually
Still updating and scoring account lists one at a time.
29%
Run siloed
Separate sales and marketing slows down everything.
31%
Run aligned efforts
Coordinated, but no automated processes yet.
“A lot of the research around agentic work is finding that it's often not replacement work — it's additive.”
Rachel Truair, Chief Marketing Officer, Demandbase
"We won't even call it ABM anymore. It will just be the baseline level of expectation."
Jess Cook, VP of Marketing, Vector
"The only way to deal with the future is to challenge yourself and go learn how to use these tools."
Kevin Driscoll, Head of Global ABM & Campaigns, Datadog
"Everybody's trying to use these tools and technology — but they're still relying on clunky old school ways of execution."
Steve Armenti, Founder of twelfth agency

Get access to unfiltered opinions.

Same data. Different vantage points. Here's how some of the world's leading ABM practitioners are reading the market right now.

"Companies doing the right things around data to begin with are getting more value out of AI than those that aren't. And that's just creating an even bigger chasm between the two. The data foundation is just key to this."
Kevin Driscoll
Head of Global ABM & Campaigns
"Most teams aren't falling behind on signal detection. People have really understood the value of signals. It's that speed to execution. And that's getting really pressure tested in this world of AI."
Rachel Truair
Chief Marketing Officer
"We won't even call it ABM anymore. It will just be the baseline expectation that we have these targeted experiences for everyone that resonates deeply with them. We have the information, data, and the technology."
Jess Cook
VP of Marketing
"Enterprise companies are pouring investment into AI — but they're not changing how people work. Everybody's trying to use these tools, but they're still relying on clunky old school ways of execution."
Steve Armenti
Founder
"ABM is becoming table stakes in modern B2B GTM. Most importantly, it is no longer just a pre-sales motion, but a full-lifecycle approach to expanding and compounding value within strategic accounts over time."
Katie Gray
Senior Integrated Marketing Manager

Featuring contributors worldwide.

More than 250 ABM professionals contributed to this year's report, sharing their expertise, insights, and plans for the future.

Phil Murphy

Head of Marketing

Qualtrics

Megan Lee

ABM Manager

NinjaOne

Katie Gray

Sr Global Manager

Iterable

Brandon Koch

VP, Demand Gen

Avaya

Judit Szabo

Head of Demand Gen

Endava

Aleksandra Rakowska

Head of Growth

Kpler

Martin Lloyd

Global ABM Director

FICO

Lucie Clayton

Senior Director, Marketing

Blackline

Paul Hernandez

Sr Director, Demand Gen

AlertMedia

Susana Kohlhaas

Sr Marketing Ops

Eye Security

Katarina Wagner

ABM Manager

Benevity

Emma McClellan

Global ABM Manager

Cognite

Char Di Placido

ABM Manager

Fingerprint

Antoine Dumont

Head of Growth Marketing

Go1

Wes Hassan

Marketing Director

Lindus Health

Jeremy Lanfranchi

Head of Field Marketing

GitGuardian

Luke Alves

ABM Manager

Wrike

Andy Groller

President & CEO

Dragon360

Scott Pearson

Senior Account Director

Gilroy

Nicola Wylie

ABM Manager

Filestage

Constance Laux

International Marketing

Swan

Hugh Le

Demand Gen Manager

Alkira

Pouyeh Esfahani

GTM Innovation Lead

Elliptic

Anand Vatsya

Head of Demand Gen

Storylane

Phil Murphy

Head of Marketing

Qualtrics

Megan Lee

ABM Manager

NinjaOne

Katie Gray

Sr Global Manager

Iterable

Brandon Koch

VP, Demand Gen

Avaya

Judit Szabo

Head of Demand Gen

Endava

Aleksandra Rakowska

Head of Growth

Kpler

Martin Lloyd

Global ABM Director

FICO

Lucie Clayton

Senior Director, Marketing

Blackline

Paul Hernandez

Sr Director, Demand Gen

AlertMedia

Susana Kohlhaas

Sr Marketing Ops

Eye Security

Katarina Wagner

ABM Manager

Benevity

Emma McClellan

Global ABM Manager

Cognite

Char Di Placido

ABM Manager

Fingerprint

Antoine Dumont

Head of Growth Marketing

Go1

Wes Hassan

Marketing Director

Lindus Health

Jeremy Lanfranchi

Head of Field Marketing

GitGuardian

Luke Alves

ABM Manager

Wrike

Andy Groller

President & CEO

Dragon360

Scott Pearson

Senior Account Director

Gilroy

Nicola Wylie

ABM Manager

Filestage

Constance Laux

International Marketing

Swan

Hugh Le

Demand Gen Manager

Alkira

Pouyeh Esfahani

GTM Innovation Lead

Elliptic

Anand Vatsya

Head of Demand Gen

Storylane

Katya Tarapovskaia
Founder, YouStellar
ABM is evolving from a marketing tactic into the core operating system for revenue teams, unifying marketing, sales, and customer success around shared account outcomes.

AI, intent data, and predictive analytics are enabling hyper-personalized, always-on, multi-channel orchestration at scale, dramatically improving engagement, pipeline velocity, and revenue impact. 
Emma McClellan
ABM Manager, Cognite
ABM is evolving from high-touch campaigns into a scalable, revenue-driven operating model. It's no longer about one-off experiences or vanity personalization — it's about using data, intent, and prioritization to focus effort where revenue actually moves. 

The next phase of ABM is tightly aligned with Sales, ADRs, RevOps, and Field Marketing, built around shared funnel metrics and clear ownership.
Tejasvini Sawhney
Senior ABM Manager, Superside
AI in ABM is shifting from simply enhancing tools to powering autonomous, end-to-end systems that design, execute, and optimize account strategies — fundamentally changing how teams operate. 

It's moving from campaign bursts to always-on, adaptive programs where AI keeps journeys live and continuously adjusts who to engage, with what, and where — without constant manual intervention.

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