Most ABM teams are being asked to cover more accounts without more people. Nine in ten now use AI somewhere in their programmes, yet few can serve more accounts, in more depth, than they could two years ago. That is the delivery gap.

Four programmes, and what each one had to solve:

• An Account-Based Demand programme where five platforms each tracked accounts differently, so nobody could say which accounts were moving
• A 1:Few cluster campaign where AI ran both the creative and the orchestration
• A global Account-Based Brand programme that had to work in every region without going generic in any of them
• A 1:1 campaign where strategy and creative took the wheel, and automation was parked

Andy Johnson and Darryl Merkli of HUT 3, and guest, walk through all four campaigns. HUT 3 has run ABM programmes since 2010, from 1:1 through to 1:Many, and B2B Marketing ranks it sixth in the UK for ABM.

What you’ll learn

• Why pockets of AI have not increased what ABM teams can deliver
• How to orchestrate AI workflows across a full ABM delivery framework
• Where human judgement must stay in the loop, and how to govern it
• How to scale account coverage without losing depth

Key session takeaway

• Orchestrating AI across the whole delivery framework is what lets a team serve more accounts at the same depth.