Account-based marketing (ABM) strategies have traditionally taken a LOT of work and resources to get right. You need to manually dig down into each account, doing in-depth research before you can create customized content that really speaks to their specific needs.
If you want to deliver hyper-personalized ABM campaigns for hundreds of target accounts, that’s just not practical. That’s why “personalization” has often been shorthand for slapping on a <FIRSTNAME> to the start of an email and calling it a day.
Can AI give you efficiency without stealing your authenticity?
To cut through the noise in a world flooded with content, you need to go beyond just adding more data. B2B buyers want relevance in exchange for their time instead of generic touchpoints, so you need to add more depth. In fact, according to a 2024 Salesforce study, 73% of B2B buyers expect brands to know their individual needs and expectations.
The most effective ABM programs today use AI to handle the heavy lifting so that marketers can focus on what they do best: creating meaning. When you apply it strategically, your marketing and sales teams can work with memory, adaptability, and empathy—three traits that make every interaction feel authentically human.
Three ways to make your mark with AI
- Here’s how you can use AI to make a bigger impact with your ABM campaigns:
Dig deeper for more relevant account insights
You can use AI to unify and analyze data across disparate sources to uncover each account’s business challenges, decision-makers, and pain points. It can even remember prior interactions—every click, email, and note—to create a contextual memory that gives marketing and sales teams a continuous understanding of each account’s journey.
This continuity prevents repetitive outreach and allows your brand to engage with awareness, as if every message remembers the last conversation.
You’ll get richer account profiles that allow marketers to craft highly relevant messaging while helping salespeople better engage their targets with actionable intelligence.
Deliver hyper-personalization at scale
ABM’s success hinges on personal, relevant engagement, but true personalization requires adaptability. AI can help you shift the narrative based on real-time behaviors and signals, letting you tailor experiences dynamically, from website content and ad creative to emails and sales outreach. You can make sure every interaction resonates with the right stakeholder at the right time, at scale.
When every interaction feels tailored and timely, results follow. 87% of marketers reported stronger outcomes from AI-powered ABM, and it’s set to drive 208% higher revenue growth in 2025, outperforming traditional methods.i
Optimize engagement orchestration and timing
In ABM, knowing when and where to engage is just as important as what you want to say.
You can use AI to analyze engagement data to predict optimal timing and channel sequences. And its impact is even greater when paired with empathy simulation. By digging into tone and sentiment, AI helps determine how to reach out.
For example, by delaying contact when a stakeholder disengages, or amplifying it when there seems to be a peak in interest, you can create outreach that feels intuitively timed and emotionally intelligent—and so more likely to resonate with your audience.
AI-powered orchestration helps you maximize impact by ensuring that marketing and sales touchpoints are synchronized and well-coordinated across your CRM systems, automation, and brand.
In fact, ON24 data reveals that AI-driven personalization almost doubled conversion rates for booked meetings and increased content CTA engagement by 68%.ii
And according to recent data from Revnew, sales pipelines accelerate significantly, with AI-powered ABM driving 234% faster pipeline velocity and 25-40% higher conversion rates by identifying and acting on intent signals earlier.iii
Be more human with AI
By taking on the heavy lifting, AI can give you the space to focus on creativity, empathy, and storytelling – all the elements that truly connect you with your buyers. In other words, AI is helping marketers to be more human to more people.
