Precision Targeting: Using AI, ABM, and More
Featured experts
Key takeaways
AI as a Tool for Efficiency and Experimentation: AI streamlines processes, enabling faster hypothesis testing and marketing experimentation. With AI, marketers can rapidly iterate and test campaigns, reducing the risks and costs of experimentation.
Enhancing Customer Insights: AI helps gather deeper insights into customer behavior, preferences, and motivations, allowing marketers to tailor offers and content more precisely. Tools like predictive lead scoring assist in identifying which prospects are more likely to convert.
AI as an Assistant to Marketers: AI tools like ChatGPT, HubSpot Copilot, and other AI-powered solutions are being used for everything from content creation to account research, making marketing teams more efficient. AI can act as a “digital intern” or “assistant,” taking over routine tasks like summarizing meetings, generating marketing copy, or identifying new target audiences.
Balancing Human Creativity with AI: While AI is powerful for automation and optimization, experts emphasized the need to maintain human creativity, unique brand voice, and personal touch, especially in one-to-one ABM scenarios. Over-reliance on AI can lead to homogenized content, so marketers must ensure they retain their uniqueness.
AI in B2B vs. B2C Marketing: AI is transforming both B2B and B2C marketing, but the conversation focused more on B2B scenarios, where AI can assist in personalizing and scaling account-based marketing efforts.
Data Utilization and AI Integration: AI facilitates the aggregation and analysis of large data sets, helping marketers to interpret data more efficiently and apply it in ABM strategies. Integrating AI with existing CRM and marketing tools (e.g., HubSpot) enhances data-driven decision-making and leads to more targeted campaigns.
Cultural Shift Toward AI Adoption: Companies are increasingly embracing AI, creating a culture of curiosity and experimentation. However, there was a cautionary note about not losing the human touch in marketing and ensuring that AI does not strip away the creativity and individuality in marketing campaigns.
These themes highlight how AI is revolutionizing ABM by improving precision targeting, enhancing personalization, and driving efficiency in marketing operations. Teams that embrace these capabilities and balance them with human creativity will have unlimited opportunities to succeed with ABM.
Themes from the discussion
- New options for pairing AI with ABM tactics and martech are emerging daily
- Targeting a whole buying group has never been more achievable or effective
- Customer experiences can now be intent-driven and personal
- AI can be the strategic member of your marketing team that makes short work of busy work
Advice from the experts
- Think outside the box—AI presents new options
- Feed AI the right data and ask it the right questions
- Target multiple personas and deliver personalized journeys
- Know what good looks like—keep your eyes on your KPIs
- Use AI and your human team members for their best skills
- Test, refine and repeat
Explore more resources
New to this session’s topic? Find helpful links below.
Meet the experts
Chief Marketing Officer at Centime
Global Head of Marketing, Industrial Print at HP
Head of GTM Product Marketing at Miro
Overview
Featured Experts
Meet the Experts
Michelle Hagen Slade
Senior Vice President Marketing, Dodge Construction Network
In her current role as Senior Vice President Marketing for Dodge Construction Network, as well as previous executive positions in marketing and product management, Michelle leverages her passion for using modern technology to build and market products of all types. She welcomes the challenge of marketing a new offering or service, quickly articulating differentiated positioning, developing clear product road maps, and inspiring a cross-functional team to bring the vision to life. As Founder and CEO of Tandem Theory marketing agency for over six years, she specialized in leading digital transformation for clients using martech-enabled channel-integration efforts, including channel-agnostic content strategy, cross-channel communications (paid and owned media), omnichannel CRM, email marketing and other data-driven methods to optimize campaign performance and grow revenue.
Christina Pedison
Media Manager, Pizza Hut
As Media Manager for Pizza Hut, Christina oversees national paid media and media partnerships — a role that’s heavily rooted in channel integration and brand activations across online and offline platforms. Her passion for creating 360-degree campaigns shines through Pizza Hut’s marketing strategy, including the recent high-profile brand partnership with the latest Teenage Mutant Ninja Turtles (TMNT) movie, Mutant Mayhem. Pizza Hut x TMNT co-branding was brought to life across various consumer experiences—including events, packaging, media and even incorporating Pizza Hut into the movie itself. Before joining Pizza Hut, Christina held several National Media roles at Belmont Ad Agency, Travelocity, TM Advertising and CBS.
Joyce Schofield
Head of Product & User Experience, The Container Store
Described as customer-obsessed and passionate about “all things digital,” Joyce strives to create simple yet powerful brand experiences that inspire moments of “wow” for consumers. Bringing 18+ years of product leadership in the digital space to her role as Head of Product and User Experience for The Container Store, she built the Product and UX organization from the ground up while leading her team through delivery of impactful product initiatives across all aspects of technology, including eCommerce, Mobile App, Stores, Supply Chain and Logistics. She loves helping teams realize their full potential and scale their impact by leading with intentional coaching and mentorship. A strong advocate of leveraging data and analytics to drive decisions, her expertise in helping organizations unlock value through strategic thinking and results-oriented execution spans multiple companies and industry verticals.
Related Resources
New to this topic? Find helpful external links below.
Custom ABM workshops
Do you and your marketing team want to go deeper into AI, ABM, and advanced targeting? Join our upcoming collaborative deep dive workshop with the Martechify community to build strategies, account journeys, and foundational ABM elements.