AI promises are everywhere in B2B marketing, but most revenue teams are stuck — not for lack of interest, but for lack of a practical framework. In this session, Stephanie McArthur, Sr. Principal GTM Expert at Demandbase, cuts through the noise with a grounded, research-backed view of where AI meaningfully improves ABM outcomes and where it falls short.
Drawing from her work on the AI in ABM Certification with ForgeX, Stephanie shares the frameworks and real-world examples that separate high-performing AI-enabled ABM teams from those still experimenting.
Takeaways:
- Pinpoint where AI creates measurable efficiency gains in an account-based GTM motion — and where it doesn’t
- Apply a practical prompting framework to accelerate account research, persona development, and messaging
- Avoid the most common implementation traps: over-automation, ungoverned AI use, and misaligned tool adoption
- Assess their team’s AI readiness and identify their highest-impact starting point
