How is AI being used in account-based go-to market (GTM) programs? How will AI impact these programs in the future? What are the top barriers to AI adoption?
To find out, researchers at ForgeX and Demandbase surveyed 115 account-based marketing ( ABM) practitioners from around the world who work for B2B firms.
Respondents say they’re using AI tools most as part of their account-based GTM programs to help with copywriting, research, and predictive analytics.
Fully 86% of respondents say AI will have a positive impact on their account-based GTM programs in the next 12-24 months.
Respondents say the account-based GTM use cases where AI will be most impactful will be capturing/analyzing buying signals, research, and predictive analytics.
Respondents say the most significant barriers to AI adoption are a lack of internal expertise, integration challenges with existing tools, and inadequate training.
About the research: The report was based on data from a survey of 115 account-based marketing (ABM) practitioners from around the world who work for B2B firms.
