Audience fit
define the exact account, contact, customer, or intent segment this idea should reach.
Virtual Event · September 22, 2025
Why ABM Is Haunted and Agentic GTM Is the Future of Marketing
A candid look at why traditional ABM platforms are failing B2B marketers, and how agentic go-to-market is replacing intent-only tools with autonomous campaign execution that sources real pipeline.
About this session
Manual reporting, stale data, and intelligence-only tools have left a lot of ABM programs stuck. This session looks at how AI and LLMs are changing buyer behavior and marketing operations, and why an agentic go-to-market motion — one that executes, not just advises — is where the category is heading.
What you'll learn
- Where legacy, intent-only ABM breaks down
- How agentic GTM turns signal into executed campaigns
- What changes when AI runs the work and humans keep control
- How to evaluate the shift for your own team
How to use this resource in evaluation
Use Why ABM Is Haunted and Agentic GTM Is the Future of Marketing as a working prompt for your buying committee, not as a standalone takeaway. The useful question is how the idea turns into governed campaign execution: which accounts are included, which contacts are reachable, which channels carry the message, which budget controls apply, and how results are reviewed after launch.
Bring the resource into a demo or internal planning session and ask each owner to inspect a different layer. Demand generation should review the audience and offer logic. RevOps should inspect CRM, marketing automation, and reporting flow. Sales should confirm whether the campaign creates context they can act on. Finance should ask how spend, conversion quality, opportunity creation, and pipeline are connected before budget expands.
Campaign controls
confirm approvals, exclusions, budget limits, creative variants, and launch readiness before spend starts.
Measurement path
decide which leading indicators matter early and which pipeline outcomes matter before scaling.
Next action
turn the concept into one reviewed campaign object, one owner, and one follow-up date.