Demandbase’s Alicia Hale Details AI’s Role in ABM

Artificial intelligence (AI) is no longer just a buzzword— it’s a game-changer for B2B marketers looking to scale smarter and grow faster.

There’s been so much hype around AI’s potential use for account-based marketing that deciding between what’s worthy of investment and what’s not can be daunting.  To get a sense of what is actually happening in the workplace, Alicia Hale, SVP of Growth Marketing at Demandbase, was interviewed in the report from Demandbase and Demand Gen Report, “AI Meets ABM: The Marketers Playbook for Smarter, Faster Growth,” which cuts through the hype to deliver actionable insights on how AI can supercharge your ABM strategy.

DGR: What unique opportunities does AI bring in terms of improving ABM?

Hale: AI lets you do more ABM with less investment. Marketers can scale their work through AI-fueled content creation tools and by adding AI into their workflows, enabling people to focus more on creative problem-solving and the relationship-building aspects of their work. AI is also empowering marketing teams to be more nimble and aligned, to process feedback faster from the sales team and apply that sales feedback into engagement actions.

DGR: How can AI help scale ABM campaigns without losing authenticity or the human touch?

Hale: AI should be seen as a campaign enabler, not as a default for engagement. It’s still necessary to have skilled human marketers in the loop for personalization efforts. AI can learn and improve, but it’s learning from humans.

For the complete interview, download the playbook now and start transforming your ABM strategy with AI.