How AI Makes Account-Based Marketing Smarter


 A few years ago, I was speaking with the head of marketing at a mid-size SaaS company. They had decided to try Account-Based Marketing after hearing success stories from enterprise tech brands.

The idea seemed simple enough. Identify the companies that could become big clients and focus all marketing efforts on them.

Six months later, the enthusiasm had faded.

The team had spent weeks building account lists. Sales and marketing disagreed on which companies mattered. Campaigns were launched, but personalisation felt superficial. Most outreach looked slightly customised—but still generic. Read more....

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