This conference — the largest one of the series so far — demonstrated the continuing rise of ABM as it reshapes the way we do B2B marketing. It also highlighted the challenges facing ABM-ers around the world. For example, we noticed a lack of consensus in the way organisations define ABM, the constant education and change management needed when introducing ABM as part of a company’s go to market strategy, and clear indications that finding ways to scale ABM remains a concern for organisations of all sizes.
At Inflexion Group we have identified generative AI as a potential game-changer for this last concern. We have already published two insight papers and guidance on the role of generative AI in scaling ABM, available on our website https://inflexiongroup.com/resources/.
And generative AI was the focus of our ‘Beyond the Buzzwords’ conference workshops, attended by more than 80 delegates. Here are some of our team’s reflections on the discussions.
1. ABM-ers are overwhelmingly curious about generative AI
There is a real curiosity from ABM-ers as to how generative AI might be applied to different stages of the ABM process, from account selection to campaign activation and measurement. They acknowledge the huge potential efficiencies that it can deliver, but this is tempered by concerns about the risks involved. Some companies are not allowing teams to use AI tools, and some individuals are cautious about making high-profile mistakes by relying on AI.
2. ABM-ers are determined to adopt AI ethically
The risks to a company’s relationships and brand reputation of using AI badly are huge, and ABM-ers are aware of what can go wrong. This is driving interest in understanding the right (or safest) generative AI tools to use, the best way to take advantage of approaches like personalisation at scale while maintaining privacy and transparency, and caution in the data security implications.
3. Generative AI is already producing efficiencies in the ABM process
The ABM-ers we spoke to were mostly on-board with using generative AI. They are using tools like Perplexity.ai to generate actionable insights on accounts and stakeholders, tools such as ChatGPT and Claude to create starters for ten when generating messages and content, as well as productivity tools such as Microsoft Copilot to summarise meetings and workshops.
4. Bring your own AI (BYOAI) is becoming a thing
Some of us remember the start of the digital revolution, when the technology we used at work wasn’t as good as our own phones or laptops, so we brought our own devices to the office. Now, while corporates play catch-up on AI, we hear that individual ABM-ers are using tools like ChatGPT or Claude to improve their personal productivity.
5. Marketers appreciate time to think as AI accelerates
We noticed that the ABM-ers in our workshops really appreciated the time they were given to stop and think how AI can help them and their teams. The pace of generative AI development is fast, and we’re now moving on into the realm of AI Agents. Add that to an already hectic work life as an ABM-er, and it’s possible to end up frazzled. Taking time out to think about how best to use the tools available, in collaboration with ABM colleagues, is a must. As the pace of change accelerates, no one can call themselves an expert, so we have to learn together.
If you’re curious about how generative AI can help you scale ABM, and want to adopt it ethically, take our online assessment here: https://www.surveymonkey.com/r/ABMReadinessBenchmarkAssessment_Nov2024.
