AI is no longer just a nice-to-have – it’s a game-changer for growth-driven organizations.
But while AI is redefining how marketers and salespeople approach ABM, just 36% have a plan for it.
This curated reading list brings together the latest research, expert insights, and tactical playbooks to help you harness AI’s transformative potential, sharpen your ABM strategies, and accelerate pipeline and revenue growth in 2025 and beyond.
So whether you’re building your first AI-enabled GTM motion or optimizing a mature ABM program, these resources offer actionable guidance to inspire smarter decisions and greater impact.
1. 15 ABM Best Practices to Follow in 2025
Format: Article
Author/Publisher: Ryan Kane, The CMO
Summary: A field-tested guide to designing, executing, and optimizing ABM with AI-driven segmentation, sales-marketing alignment, and ROI modeling.
Favorite takeaway: Marketers using structured planning templates are 4x more likely to report successful outcomes – proof that process drives performance.
2. The Rise of Agentic AI in B2B GTM
Format: Webinar
Author/Publisher: Demandbase
Summary: Chris Moody and Chad Holdorf discuss how agentic AI is revolutionizing B2B go-to-market strategies, including how AI-powered agents streamlining workflows, improving targeting, and providing predictive, in-the-moment recommendations.
Favorite takeaway: Chad Holdorf’s talks about the ability to look at every activity that happens between each stage of the journey and being able to recommend (based on real events) steps or actions to take to move accounts forward.
3. The Rise of Acocunt-Based Go-To-Market
Format: Report
Author/Publisher: ForgeX
Summary: ForgeX’s deep-dive research report shines a light on the current state of account-based marketing, including the trends, challenges, and opportunities organizations face.
Favorite takeaway: Experts at ForgeX dive into the real gap in modern ABM – maturity versus momentum. While many teams have embraced ABM to fuel growth, few are truly equipped to make it work at scale. Readiness isn’t just tech – it’s mindset, process, and precision.
4. AI-Driven Outbound & GTM Use Cases
Format: Article
Author/Publisher: Growth Twins
Summary: AI is revolutionizing outbound GTM by identifying high-value accounts, generating personalized multi-channel messaging, orchestrating campaigns, and equipping sales teams with predictive insights and automation.
Favorite takeaway: The smartest shift AI enables is turning outbound from a volume-driven numbers game into a precision-led, hyper-personalized GTM engine – letting humans focus where they matter most.
5. The AI + ABM Inflection Point
Format: Report
Author/Publisher: ForgeX
Summary: Matt Steffen, Chandler Martin, and Davis Potter take a detailed look at how AI is being used to support account-based Go-to-Market strategies, and where it’s heading over the next 6-12 months.
Favorite takeaway: 94% of respondents say that the most impactful use case for AI is capturing and/or analyzing buying signals. The future is in predictive analytics.
6. AI in Marketing: The Future of Smart Marketing
Format: Report
Author/Publisher: Gartner
Summary: AI isn’t just a tool – it’s marketing’s next power move. Gartner breaks down how today’s smartest brands are using AI to create faster, personalize deeper, and scale like never before – without losing the human touch.
Favorite takeaway: Content must evolve beyond static assets. Modular, AI-optimized content that adapts by channel, context, and persona is the new foundation for engaging modern buyers.
7. Unlocking B2B Growth: 2025 GTM Strategies That Drive Revenue
Format: Report
Author/Publisher: B2B Marketing
Summary: Grounded in robust quantitative research from Censuswide, and input from over 500 senior marketers across the UK and US, this report provides strategic clarity on the most effective GTM structures, metrics, and team models.
Favorite takeaway: “Personalization should never be a goal in itself. You should always start with buyer insight and ask what’s the best way I can make this relevant, where do I want to reach the widest possible set of target buyers, and when does a one-to-one or one-to-few approach pay dividends?”
8. Userled’s 2025 AI + ABM Trends
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Format: Report
Author/Publisher: Userled
Summary: Learn how AI is transforming ABM across the globe, as well as the top trends, challenges, and opportunities organizations face. Featuring insights from Davis Potter (ForgeX), Steve Armenti (ex-Google, Twelfth Agency), Joanna Moss (Salesforce), Noa van der Stam (Travelperk), and more, it is a must-read for any marketing professional.
Favorite takeaway: Just 36% have a plan and/or roadmap for AI + ABM. People are rushing forwards with enthusiasm, but will that enthusiasm translate into success?
9. The AI Marketing Playbook for 2025 and Beyond
Format: Whitepaper
Author/Publisher: AccuraCast
Summary: This bold, no-fluff playbook shows CMOs how to turn AI into a true growth engine – think global personalization at scale, AI-optimized search visibility, and smarter campaign orchestration. It’s your tactical guide to dominating the AI-first marketing era.
Favorite takeaway: With cookies vanishing, predictive AI fills the gap – dynamically adapting creative to context, format, and funnel stage across channels.
10. Technology Vision 2025
Format: Report
Author/Publisher: Accenture
Summary: AI is moving from backstage assistant to center-stage operator – redefining how businesses run, grow, and engage. But as companies race to scale, one truth becomes clear: the real key to unlocking AI’s power is trust.
Favorite takeaway: As employees lead the charge with AI adoption, utilization, and ultimately, approval, their trust has become the most important factor in deciding whether AI succeeds, or fails.
11. How Snowflake Scaled Outbound to $4B ARR
Format: Article
Author/Publisher: Outbound Kitchen
Summary: Outbound Kitchen’s Elric Legoire breaks down Snowflake’s $3bn outbound strategy, from how its approaching growth and its sales playbook to how other organizations can take the same approach.
Favorite takeaway: Snowflake jumped on the AI wave early, integrating AI and machine learning capabilities into its platform (a huge competitive advantage for organizations, rather than relying on other tools or models), and doesn’t just focus on landing customers, but keeping and growing them with an astonishing 127% net retention rate.
12. The 2025 Guide to ABM
Format: Guide
Author/Publisher: ProductLed
Summary: Drew Teller unpacks ABM as a precision GTM play – focusing on picking the right accounts, personalizing how you engage them, and measuring every move – and champions ditching bulky ABM suites in favor of flexible, unbundled ABX stacks that give teams more speed, control, and room to grow.
Favorite takeaway: Most companies do not spend time in the building phase. They overweight Distribution and Operations. This is because the resources to make building high-performing tend to be functions of the company biased for under-resourcing.
13. Why modern ABX is the future of enterprise GTM
Format: Article
Author/Publisher: Steve Armenti
Summary: In this sharp piece, Steve Armenti argues that ABM alone won’t cut it – today’s B2B buyers expect dynamic, personalized engagement. His ABX approach aligns marketing, sales, and customer success around real-time buyer signals to drive smarter, faster revenue growth. The future of GTM is here, and it’s experience-led.
Favorite takeaway: Steve emphasizes that ABX succeeds by shifting focus from static account lists to “marketable audiences”, i.e., fluid groups showing real engagement signals (like intent and behavior). This dynamic targeting – powered by unified data and real-time orchestration – turns outreach into an ongoing, experience-led GTM engine.
14. Modernized ABM Deployment Model
Format: Guide
Author/Publisher: ForgeX
Summary: Reading ForgeX’s Modernized ABM Deployment Models felt like a reality check for anyone still relying on decade-old ABM frameworks. It reframes how Enterprise ABM, Growth ABM, and Deal-Based ABM should actually work today… clearing up years of terminology confusion and showing how to align models with real GTM priorities.
What struck me most was how clearly it maps investment, personalization, and resources to the size and potential of each opportunity, making it obvious where old approaches fall short.
Favorite takeaway: The most effective GTM teams blend models – using Growth ABM for scale, Enterprise ABM for strategic high-value accounts, and Deal-Based ABM for in-flight opportunities. This tiered, multi-model approach aligns investment with opportunity size, accelerates deal velocity, and ensures ABM resources are deployed where they have the greatest revenue impact.
15. 2025 State of ABM: How AI and Hyper-Personalization Are Redefining B2B Marketing Success
Format: Article
Author/Publisher: SuperAGI
Summary: Reading SuperAGI’s 2025 State of ABM felt like seeing the ABM playbook rewritten in real time. AI now drives everything from account selection and prioritization to hyper-personalized content based on live intent signals. Predictive analytics, real-time behavioral data, and systems that continuously learn from every interaction have replaced guesswork with precision, showing why high-performing teams are leaving old frameworks behind.
Favorite takeaway: AI is not only making ABM smarter, it is creating a discipline where every move is guided by real buyer signals and predicted outcomes. It ensures that marketing and sales teams put their energy into the right accounts, with the right message, at exactly the right time, which directly drives stronger engagement, faster deal cycles, and higher revenue impact.
Author
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
