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Over the past few weeks, I’ve held +30 one-on-one conversations with solo ABM practitioners to CMOs of multi-billion-dollar organizations to understand how AI is impacting their account-based GTM strategy.
When combining those insights with 189 survey responses from our 2026 AI in ABM Benchmark Study, the patterns have become blatantly obvious.
In this week’s ForgeX File, I want to walk through what I’m seeing.
Propensity → is the only contact-level ABM platform with AI that automates personalized B2B campaigns.
Folloze → AI can draft your ABM campaign in an hour. Folloze deploys it live, per account.
AI Is Lowering the Resource Constraints for ABM
Source: ForgeX 2026 AI in ABM Benchmark Report
“How is AI democratizing ABM” is a question that I’ve been fielding over and over at our live in-person certification events.
Can we actually scale 1:1 ABM across every account?
What happens when the capacity, time, and budget constraints that once limited personalization begin to disappear?
According to ForgeX's 2026 AI in ABM Benchmark Report, top-performing teams are significantly more likely to report improvements in execution speed (74%) and cost efficiency (60%) from AI than all other organizations.
This is critically important as AI is vastly compressing the time to build an ABM campaign.
And some components that were only eligible for accounts in an Enterprise 1:1 / 1:Few ABM program can now scale across 10s or 100s or 1000s of accounts thanks to AI.
Here are a few examples:
Deep account research
Custom landing pages
Personalized messaging / copy
Highly personalized direct mail
The biggest takeaway for your program, is that the ABM deployment models are no longer restricted by the same constraints that had originally created them, due to AI.
What's Actually Changing Inside Each ABM Deployment Model
The ABM deployment models are not breaking, yet the underlying mental model as to why we have them is becoming more glaringly obvious.
Historically, the differentiator across each model has always been level of capital investment.
By “capital”, I mean all 3 of the things that are scarce:
Budget
Resources (your tech, your agencies, your data, etc.)
Human capacity
The future of GTM is crystal clear = all revenue teams will design, maintain and align around a unified Account Investment Strategy.
Think of your target account list as a Target Account Portfolio, where each ABM deployment model represents a different level of capital investment, and your job is to systematically allocate capital across that portfolio.
Here is the way in which this is happening in practice, with a modernized lens through 2026 and beyond:
Enterprise ABM (1:1, 1:Few)
Accounts receive a much greater capital investment due to high revenue potential, and require more human judgement to mitigate risk (aka avoiding AI-slop).
Although some digital “1:1 personalized tactics” can be executed at scale, the differentiator here is the level of capital investment; more expensive direct mail or higher volume, account-only events, etc.
There is a higher degree of internal collaboration across GTM teams (marketing, sales, CS) for each individual account or cluster of accounts in order to curate strategy and increase the likelihood of revenue growth.
Growth ABM (1:Many, Tiered)
Using a Tiered approach to determine the capital investment per account, practitioners are designing a machine that autonomously orchestrates highly personalized and relevant campaign elements across 100s or 1000s of accounts at scale.
The machine includes tactics that have the same research and signal informed feel as what was historically only reserved for “1:1 ABM”, using AI to scale.
This is where Demand Gen and Integrated Campaigns teams are headed, and how forward-thinking teams have already, or are working to transition into.
Source: 2026 AI in ABM Benchmark Report
Once you see it that way, the two questions that matter become undeniable, and they are the questions every ABM and demand gen leader should be asking themselves right now:
How do I allocate my capital across our Target Account Portfolio to yield the highest ROI?
How do I systematically deploy AI to realize the gains that the top performing companies are already capturing?
Our data clearly shows that organizations answering these questions effectively are already figuring this out.
Top-performing teams are 2.4x more likely to improve targeting and signals and 3.2x more likely to improve conversion and pipeline using AI.
WHAT’S NEW AT FORGEX
New Research: 2026 AI in ABM Benchmark Report
The 2026 AI in ABM Benchmark Report examines how leading B2B organizations are deploying AI across their account-based marketing programs, where AI is delivering measurable business impact, and what separates top-performing teams from the rest.
With this report, you can help your organization:
Benchmark your AI maturity against your peers and understand how top-performing ABM teams are approaching AI.
Identify the highest-impact AI use cases to prioritize future investments.
Make more informed AI investment decisions with benchmark data on adoption, ROI, governance, and technology strategy.
HELP SHAPE UPCOMING RESEARCH
Survey: How B2B marketers prioritize and target
We’re researching how GTM teams predict and prioritize where focus drives outcomes.
The findings will inform an upcoming ForgeX report on best practices, operational foundations, and where AI fits in.
Time: 5-7 minutes
Thank you: early access to the research report
Privacy: data is exclusive to ForgeX, never shared
KEEP READING
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Have an awesome rest of the week all!
Davis
