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Account-based marketing (ABM) is a strategic business marketing approach that focuses on individual prospect or customer accounts as markets of one.

21/09/2026

Sales teams are spending too much time managing the process of selling instead of focusing on the customer.

Pipedrive’s The Hidden Cost of Selling report found that 55% of customer-facing professionals describe admin work as frustrating, and 42% say non-revenue-generating tasks consume at least 40% of their day. The findings point to a cost-to-serve problem, not only a productivity problem.

Key takeaways from the findings include:

Clearer workflows can reduce friction and help sellers spend more time on pipeline and follow-up.
Meaningful CRM data capture matters, but over-engineered processes can slow teams down.
AI-assisted guidance is drawing more interest when it supports human control rather than full automation.

The report also found that 10% of professionals still rely on manual CRM updates, and AI adoption varies widely across sectors, with technology at 34% integrated usage and financial services at 10%.

How should teams reduce admin without adding more complexity?

19/09/2026

Lineup has integrated alfa Stylo into its Adpoint and Ad2order products, bringing print and digital ad creation into the same booking journey.

The integration lets users select a template, personalize content, change or add images, logos, and text, preview the finished ad, and save it within a self-service experience. AI-powered support also provides text suggestions and image generation.

The partnership is designed to reduce the time and effort needed for creative production while helping keep branding and layouts consistent across advertisements. The functionality includes an intuitive WYSIWYG editor, customizable permissions, an AI-powered ad creator and proofreader assistant, system-generated ad suggestions, and prebuilt design templates.

This move adds creative-building capabilities to media sales technology workflows and supports both self-service and internal sales and production teams. How do you see AI changing ad production workflows?

18/09/2026

Informa TechTarget has launched Buyer Intelligence, an AI skill-enhanced intelligence solution designed to help B2B organizations act on intent data faster.

The platform pairs person-level intent data with embedded AI skills to turn raw buying signals into ready-to-use guidance for marketing and sales teams.

Buyer Intelligence includes three AI skills:
Pain Points, which surfaces content engagement insights tied to business challenges buyers are researching.
Pitch Assist, which provides AI-generated messaging guidance for each account.
Persona and ICP Intelligence, which ranks market segments actively in-market and highlights new personas and ICP review opportunities.

The solution is available through Informa TechTarget’s Portal customer platform, as well as several MAP, CRM, and ABM platforms, plus AI-ready data clouds and modern data stack solutions.

How do you see AI changing the use of intent data in B2B GTM systems?

17/09/2026

AI usage kept climbing in 2026, but trust in AI tools leveled off, and that shift is changing how B2B buyers make decisions.

The TrustRadius 2026 B2B Buying Disconnect Report points to a clear gap between buyer behavior and vendor expectations. Buyers are using AI to find products, compare options, and validate claims, but they are still fact-checking heavily before talking to sales.

A few findings stand out:

Over half of buyers, and almost two-thirds of enterprise buyers, spoke to a current customer.

100% of buyers said those conversations were at least somewhat helpful.

16% of buyers said they were not tracking AI success, while vendors estimated only 3% were not.

Katie Allison of HG Insights says vendors need a stronger off-site content strategy, customer advocacy, and better tracking of AI visibility. She also notes that buyers now judge AI tools on results, not hype.

How should B2B teams adjust their strategy as trust levels off?

16/09/2026

Demandbase launched Mojo, a B2B marketing agent designed to take campaigns from concept to ex*****on across connected tools and channels.

Mojo can define audiences, develop briefs, and launch and manage campaigns across Google Ads, LinkedIn Ads, Meta, Marketo, Salesforce, and Slack. It also monitors campaign performance and flags issues such as broken tracking and audience errors before they affect results.

The agent is built to keep marketers in control at key approval points while reducing the manual work involved in campaign launch and management. Each campaign also helps Mojo learn more about audiences, channels, and results, so future campaigns can start from a clearer baseline.

Demandbase describes Mojo as part of a broader move toward purpose-built AI agents for GTM teams. How do you see AI changing campaign ex*****on for marketing teams?

15/09/2026

AI adoption is now widespread across enterprises, but many revenue teams are still asking a harder question: is it delivering measurable business value? The focus is shifting from adoption to accountability.

Many teams still use AI mainly as a productivity layer for tasks such as drafting emails, summarizing meetings, researching prospects, or creating first drafts of content. Those uses can save time, but they rarely change business performance on their own.

The strongest results are coming from organizations that embed AI into workflows, knowledge systems, and decision-making processes tied to revenue. Research cited in the article points to faster sales cycles, higher productivity, and stronger revenue growth among organizations with more mature AI and knowledge management practices.

The message is clear. Leaders should measure outcomes such as shorter sales cycles, faster responses to opportunities, less time spent searching for information, and improved win rates. How is your organization measuring AI success?

14/09/2026

Most B2B organizations are not struggling with AI access, they are struggling with ownership, data integration, and the path from insight to action. Supermetrics says only 6% of organizations have fully embedded AI into workflows, fewer than 11% say marketing and data are fully integrated, and more than 60% cite the gap between insight and action as a major campaign holdup.

Andrea Linehan, CMO of Supermetrics, says senior marketing leadership should be accountable for AI outcomes, while data and engineering teams should manage data integrity, security, governance, and scalability. Marketing should also control how insights become campaign actions.

The operational test is simple. If an insight surfaces on Monday morning, can a team act on it by Monday afternoon without ticket queues or manual handoffs?

What would make AI more actionable in B2B marketing at your organization?

12/09/2026

AI is making demand generation feel smarter, but polished outputs can hide weak reasoning. In campaign summaries, AI may present confident conclusions about channel performance, attribution, and optimization even when important sales context is missing.

The key risk is not speed. It is overconfidence.

When AI misses details such as buyer intent, deal timing, sales conversations, or offline touches, it can make attribution look cleaner than it is. That can lead to budget changes, campaign shifts, and pipeline plans built on shallow interpretation instead of real evidence.

A practical safeguard is simple governance. Teams can define which AI-assisted decisions need review, what data supports each recommendation, when sales context must be included, and who owns the final call. Even a short check with AE teams can catch errors before they spread.

AI can support decision-making, but it should not replace human judgment. How is your team validating AI-assisted recommendations before they shape strategy?

11/09/2026

Marketing leaders are moving faster on AI adoption than on the CRM data quality needed to support it.

Validity’s State of CRM Data Management in 2026 report finds that poor data quality is creating revenue loss, compliance exposure, and delayed campaigns, while also making autonomous AI decisions riskier.

Key findings include:

78% of C-suite respondents and 92% of SVP and VP respondents say they have acted on an AI recommendation they later suspected was wrong because of bad underlying data.
60% of C-suite respondents and 52% of SVP and VP respondents feel pressure to implement AI tools now, even when their data is not ready.
62% of organizations report losing revenue directly due to poor CRM data quality.

Just 21% of marketers say their CRM data is very well prepared to support AI, while two out of three organizations increased the number of marketing decisions delegated to autonomous AI agents in the past year.

What would help teams build more confidence in CRM data?

10/09/2026

New research shows consumers notice personalized marketing often, but many do not feel brands truly understand their interests. Site Impact’s 2026 Personalization Reality Check Report points to a clear tension between relevance and repetition.

Among the findings, 77% of consumers notice personalized marketing constantly or often, yet only 27% say brands understand their interests very well. Another 45% describe personalized marketing as repetitive, while 61% react negatively when the same brand follows them across social media, websites, and email.

The research also shows that personalization can work when it feels timely and useful. When it does, 46% visit a brand’s website and 42% consider making a purchase.

The message is direct. Current, permission-based data and thoughtful targeting matter. How do you think brands can make personalization feel more relevant and less repetitive?

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