For years, Account-Based Marketing has been constrained by a fundamental trade-off: deep personalization vs. operational scalability. This session invites you to reimagine the way we look at ABM by breaking that constraint entirely. We explore the critical shift towards Agentic-Led ABM—moving beyond basic generative AI drafts (the "thinking" phase) and into autonomous, secure event execution (the "doing" phase).

Join us as we share real-world case studies from Google Cloud's EMEA campaigns, including the AI Advantage tour and Next on the Road, demonstrating how agentic workflows make hyper-personalized, 1:1 ABM scalable. You will walk away with practical tips on how to restructure your marketing workflows, reduce manual overhead, and successfully drive millions in pipeline.

What you'll learn in this session:

• How to Break the Scale-vs-Personalization Trade-off: Learn how to leverage Agentic-Led ABM to deliver hyper-personalized, 1:1 account experiences at a scale previously impossible with traditional marketing resources.
• A Blueprint for moving from "Thinking" to "Doing": Discover how to transition your team's AI usage from basic content drafting to deploying secure, autonomous agents that execute complex event and campaign workflows.
• Operational Restructuring for Maximum Impact: Walk away with practical strategies to restructure marketing workflows, eliminate manual overhead, and replicate proven operational models from successful EMEA campaigns like AI Advantage and Next on the Road.

Key Takeaway

• Attendees will walk away with a proven operational blueprint to break the trade-off between personalization and scale by transitioning from basic generative AI tools to autonomous, Agentic-Led ABM workflows that drive high-impact campaigns.