Thanks to the rise of AI, the way we approach account-based marketing (ABM) is changing – fast. We’re seeing new possibilities for how we work, plan, and measure success. 

In this article, we’ll dig into how AI is transforming ABM and explore:

  • The current state of ABM and how it’s evolving in the AI-driven era
  • How AI is being used to research accounts and fine-tune segmentation
  • Ways AI helps align sales and marketing teams more effectively
  • AI-driven measurement tools that show real impact
  • Practical steps to get started with your own AI-powered ABM journey

By the end, you’ll have fresh ideas and actionable takeaways to start leveraging AI in your ABM strategy and prove its value to your leadership team.

The rise of AI in ABM

There’s no denying it – AI is everywhere. It’s disrupting marketing organizations and unlocking huge potential, from saving time to creating more personalized customer experiences. According to our research, 71% of marketers believe generative AI will free them up to focus on more strategic work.

For us at Salesforce, time is one of the most valuable resources, and AI is helping us get more of it back. Tasks that used to take hours – like analyzing campaign data, writing briefs, building audience segments, and mapping out customer journeys – can now be streamlined with the help of generative AI. 

With a marketer involved at every step, we’ve seen significant time savings. Many marketers are saying they’re reclaiming up to a week’s worth of work, letting them focus on high-impact, strategic efforts instead.

Attitudes toward AI adoption in ABM

While the promise of AI is exciting, many marketers are still figuring out where to start – especially in ABM. Some teams have tried tools like ChatGPT for content creation, but other applications – like project management, collaboration, and workflows – are still untapped.

The latest ABM Benchmarking Survey from Inflexion Group reflects this. While many marketers are already experimenting with AI for text-based content, areas like customer experience, influencer marketing, and project workflows remain underutilized. This highlights an opportunity to push AI’s boundaries in ABM.

Bar chart titled 'Attitudes to adopting AI tools are mixed,' showing the adoption levels of AI tools in ABM. Categories include content creation, insight development, collaboration, analytics, and customer experience. Bars are segmented into 'Not planning to use,' 'Planning to use in the next 12 months,' 'Already experimenting,' and 'Have already adopted,' highlighting varying adoption rates for each tool.
Image courtesy of Inflexion Group

At Salesforce, we’re experimenting with AI in several areas of our ABM program. While we’re still learning, I’m excited to share what’s working so far and offer insights to help you explore AI’s potential in your own strategies.

AI for account selection and segmentation

First, let’s dive into how AI is helping us revolutionize account selection and segmentation strategies. 

At Salesforce, the start of every year brings the critical question: how do we ensure we’re focusing on the right accounts? Historically, this process could take weeks, but with AI in the mix, we’ve optimized our workflows and significantly cut down the time required.