How to Use AI in Account Based Marketing (ABM)

For years, marketers have been promised that AI would make their jobs easier. And while the first wave of automation did improve efficiency, it has also led to a flood of generic campaigns that cluttered inboxes and weakened trust.

But in 2025, AI in account based marketing (ABM) isn’t about faster spam. It’s about precision and personalization at scale, helping enterprise marketing and sales teams work as one to break into target accounts, accelerate pipeline, and prove ROI.

The stakes are high: research shows that completely aligned sales and marketing teams are 2.3x more likely to exceed revenue targets, while misaligned teams are 2.0x more likely to miss them. What’s more, a recent study from Demandbase showed poor alignment can cost businesses 10% or more of annual revenue. That’s the tangible business cost, and opportunity,  of collaboration.

This post will show how AI is modernizing ABM beyond automation, helping teams unlock personalization that scales, align more deeply with sales, and prepare for the future of AI-driven go-to-market.

How AI is Changing ABM (Beyond Automation)

The early era of AI in marketing was about speed and efficiency. The result? More content, more emails, more ads, but not necessarily better ones. In fact, many teams saw diminishing returns as inboxes filled with lookalike campaigns.

Today, the best ABM teams are using AI in three ways:

• Smart account research: AI can analyze earnings calls, public data, CRM activity, and engagement signals to surface the most relevant insights about each target account. This cuts weeks of manual research into minutes.

• Personalized asset creation at scale: Instead of swapping in a company logo, AI can build account-specific landing pages, ads, and email sequences that speak to an account’s industry, priorities, and buyer stage.

• Continuous orchestration: By integrating with sales workflows, AI ensures that marketing’s personalization is immediately actionable for reps.

The impact of this investment can pay off. Indeed, in a recent study from Deloitte, organizations that invest more in martech see an 18% greater sales lift from marketing and 7% greater revenue growth overall than organizations that invest more in working media than martech.

👉 See how enterprise teams are scaling with AI-powered ABM.

Sales + Marketing Collaboration, Supercharged by AI

Sales and marketing misalignment is one of the oldest pains in B2B. Marketing creates campaigns, sales says they don’t resonate, and both sides end up frustrated.

AI is closing that gap. With tools like Mutiny’s Account Studio and Chrome extension, both teams get access to the same account insights, personalized assets, and engagement alerts in real time.

This not only speeds up follow-ups, but ensures sales and marketing are working from a shared playbook.

When Jessie at Autodesk ran a one-year holdout study with her data science team, she found that ABM personalization consistently outperformed generic one-to-many campaigns—validating that deeper collaboration and personalization drive real revenue impact. Watch her story below.

Personalization Skepticism & the AI Response

There’s a persistent myth in B2B: that one-to-many campaigns can be “just as effective” as personalized ones, especially when budgets are tight.

The data says otherwise. Companies that invest in personalization see:

• Increase in conversion rates by up to 20%

• 4x more demo requests compared to generic campaigns

AI makes this sustainable by automating what was once manual. Instead of choosing between hyper-personalization and scale, marketers can now do both.

For more, check out our guide on scaling ABM personalization.

How to Modernize ABM with AI

Here’s a framework for applying AI to your ABM strategy today:

Research accounts

• Use AI to pull insights from CRM data, earnings reports, job postings, and engagement patterns.

Identify buying triggers (e.g., leadership changes, product launches) that inform outreach.

Build 1:1 landing pages & ads at scale

• With Mutiny, you can spin up personalized pages in minutes—without design or dev support.

• Layer in LinkedIn ads that align with those same assets for consistency across channels.

Activate across sales channels

• Share personalized pages with reps via Chrome extension.

• Enable AEs and BDRs to send tailored assets directly to buying committees.

By implementing this AI-powered ABM framework, businesses can obtain outsized results. Mutiny customer, Simpro, for example achieved measurable business impact:

• 142% increase in demo request conversions (YoY, Q2)

• $640K in incremental ARR influenced in 2024

• Higher engagement across key account segments, including competitor-driven and strategic accounts targeted with 1:1 pages

Simpro's success demonstrates how shifting from generic web experiences to data-driven, AI-powered personalization can transform B2B growth. With Mutiny, they moved beyond one-size-fits-all marketing to deliver tailored buying journeys for their most valuable accounts, directly impacting both pipeline velocity and revenue outcomes.

The Future of AI + ABM: From Accounts to Agents

The next frontier isn’t just AI-powered personalization. It’s AI agents that autonomously move accounts through the buyer journey.

Imagine a system that continuously monitors buying signals, launches the right campaign, and alerts sales at the exact moment of intent. Instead of manual orchestration, ABM becomes an always-on growth engine.

Mutiny is already laying the foundation with account research, scalable personalization, and sales enablement baked into one platform. The next chapter will be about turning ABM into continuous, intelligent orchestration. AI won’t replace account-based marketing. But it is redefining how teams execute ABM, shifting from manual campaigns to scalable, intelligent experiences that win enterprise deals.

If you’re ready to modernize your ABM playbook, explore how Mutiny’s platform combines AI-driven research, personalization, and sales alignment into one seamless system.

👉 Create better ABM campaigns faster with Mutiny.