ABM, AI and the Path to Better Account Engagement

There’s a lot of talk about AI’s potential to transform whole industries, and especially, to deliver faster results. Per the usual in marketing and sales, vendors of all stripes are jumping on the bandwagon, rolling out flashy AI-badged solutions. But faster doesn’t always mean better, especially given where we are right now. Let’s take this opportunity to level-set together. And let’s use Account-Based Marketing (ABM) as a sort of test case. What are some critical barriers to achieving better ABM ROI? What can be done about that now? And how could AI help, right now and in the near-term future? In this keynote session from Rebecca Kitchens (TechTarget’s President), we’ll contrast the pressure that’s on marketers to always go faster and bigger (because scale is a real ROI variable) and the very real need to do marketing better. We’ll take a closer look at TechTarget’s own AI POV, what we ourselves are doing, and the implications we think that has for tech go-to-market practices everywhere. For both your buyers and your companies’ brands and trajectories, our goal is to help you succeed now and in the future. Certainly, an important part of this will be about finding a good balance between humans in the loop and AI-fueled automation everywhere!