The Anatomy of AI-Powered ABM

Описание: ABM has promised precision at scale for decades, and AI was supposed to change that. The reality is uneven. Most programs are stalled on ICP modeling and sales-and-marketing alignment, while the harder questions remain unresolved: where AI is useful, whether that's classical or generative, and how to prove attributable revenue. Hans Bunes has spent almost 30 years in technology go-to-market, and for the past six years been consulting independently on ABM projects and sales enablement. He's joining us to walk through the anatomy of an AI-powered ABM program from his vantage point and where AI can have the biggest impact.

Timestamps:
00:00 Introduction to AI in B2B Marketing
01:12 Hans Bunes' Background and Expertise
02:10 Fundamentals of Customer Understanding
03:35 Importance of Data Quality and Foundations
05:22 Overestimating Customer Profiles
07:09 ROI and Challenges of AI Investments
09:50 Using Unstructured Data for Customer Insights
11:07 AI in Targeting and Segmentation
14:25 Change Management and AI Adoption
17:24 AI as a Tool for Personalization and Content Creation
21:23 Aligning Sales and Marketing with AI
24:40 Anatomy of a Successful ABM Program
36:26 Content and Outreach Strategies with AI
41:24 Measuring Impact and Incrementality
49:53 Future Trends and Opportunities in AI
54:02 Optimism and Human-Centric AI in B2B

Links to content mentioned:

Dun & Bradstreet: https://www.dnb.com
Harvard Business Review - Don't Automate Obliterate: https://hbr.org/1990/01/dont-automate...
Saster - Jason Lemkin on AI: https://saster.com

Want to learn more about Intercept? Check out our website: https://interceptgroup.com/