How ABM is getting even smarter (thanks to AI and great questions)

Over the past few weeks, I’ve been thoroughly enjoying teaching The Advanced ABM Practitioner course from Inflexion Group’s ABM Academy. It is energising to see how experienced marketers are embracing the nuances of ABM and pushing the boundaries of what’s possible — particularly with the help of AI.

What has stood out most are the thoughtful, practical questions raised during the sessions. I wanted to take a moment to reflect on a few that sparked especially rich discussions—and share how I’ve seen them play out in Strategic (1-to-1) and Segment (1-to-few) ABM programmes.

1. Should you tailor value propositions to each stakeholder? And does this differ between Strategic and Segment ABM?

Yes, tailoring is essential. At a Strategic ABM level, value propositions should be carefully aligned to the individual goals, pain points, and language of specific decision-makers, influencers and users within the account. That means understanding not just their role, but also their function’s priorities and their personal motivations.

In Segment ABM, tailoring still matters — but you’re identifying patterns across similar accounts or buyer personas. Many marketers use defined personas at this stage, creating value propositions tailored to each persona type. The aim is to group stakeholders by shared challenges or sector-specific drivers and adapt your messaging to resonate at that group level, then contextualise by company.

Either way, the goal remains the same: relevance. And that comes from making the proposition speak directly to what matters most to your audience.

2. How can AI help me tailor value propositions for different personas — and which tools are best?

Generative AI is an incredible accelerator here. Tools like ChatGPT, Claude, or Google NotebookLM (as identified in our ABM Academy materials) can help you summarise insights, synthesise strategic themes and even test messaging variants against different stakeholder profiles.

In practice, AI can help you:

• Analyse large volumes of internal and external data to surface key trends and stakeholder concerns
• Create differentiated messaging based on persona-specific prompts (e.g. “How would this resonate with a CFO versus a CEO?”)
• Suggest tone and communication styles that match not only with audience preferences based on their published content and commentary, but also with their company’s overall brand voice and tone.

3. What AI prompts are useful to develop tailored value propositions?

At our AI in ABM Bootcamp, we explore this in depth using a fictional case study. Some of the most effective prompts include:

• “What value can we offer to [persona] at [company], aligned with their goals and pain points?”
• “What messaging will resonate with [function] stakeholders, reflecting their top priorities like sustainability or cost reduction?”
• “What tone should we use to show empathy and build trust with this stakeholder group?”

These kinds of prompts — layered with your own insights — help ensure your value propositions are not only tailored, but strategically grounded.

The curiosity, collaboration and ambition shown by participants on our current course has been inspiring. It’s a reminder that ABM continues to evolve — and with the right tools and questions, we can keep elevating its impact.