What does the future of account-based marketing (ABM) look like? How will AI, personalization, and first-party data shape the next wave of B2B engagement?
As the marketing landscape evolves, companies are facing new challenges: buyers are overwhelmed with messaging, traditional tactics are becoming less effective, and the need for smarter, more integrated approaches has never been greater.
To get a clear vision of what’s next, we turned to Deepak Jhakal, Director of International Paid Media, Global Digital ABM, Programs & Media Operations at Pure Storage. With a career spanning HCL, HP, Oracle, and now Pure Storage, Deepak has seen ABM evolve from its IT services roots into a must-have strategy for B2B organizations.
In this conversation, he shares his confident predictions about the future of ABM, how AI will revolutionize personalization, the increasing role of first-party data, and why not every company should adopt full-scale ABM. Plus, we dive deep into how ABM technology needs to evolve and what an unlimited-budget ABM campaign could look like.
If you’re wondering how to future-proof your ABM strategy and make sure you’re ahead of the curve, this one’s for you.
Is ABM Right for Every Organization?
ABM has long been a go-to strategy for IT services firms, but does it make sense for every company?
Deepak offered a decisive take:
“If you have a single product or a single solution, ABM can only take you so far. Full-scale ABM requires dedicated content, technology investment, and close alignment with sales. If you don’t have multiple solutions to offer, the effort may not justify the results.”
Instead, he suggests many companies are already engaging in a form of ABM, even if they don’t call it that.
With advancements in targeting technology, account-based strategies are becoming baked into digital marketing as a whole.
Companies are focusing on engaging specific accounts, even if they aren’t running full fledged one-to-one ABM programs.
Sam followed up on this by asking if single-solution companies should even attempt ABM or if they should focus on account-based targeting instead of full-scale ABM.
Deepak reinforced that unless a company has multiple offerings that appeal to different buyers within an account, a more practical approach is account-led engagement rather than a full ABM play.
First-Party Data: The New ABM Superpower
With third-party cookies on the decline, first-party data is becoming an ABM marketer’s best friend.
Deepak emphasized that ABM success doesn’t come from simply buying intent data; it’s about integrating first-party and third-party data for a comprehensive account view.
“You need to merge both to validate what you're seeing. If your first-party data tells you a prospect is engaged, but third-party intent data doesn’t align, you need to rethink your targeting. And vice versa.”
First-party data isn’t just about tracking engagement; it’s a tool for optimizing messaging, reducing wasted effort, and ensuring that prospects receive the right information at the right time.
As Deepak pointed out, bombarding a single account with 10 different messages in two months is a recipe for disengagement. Instead, teams need a structured communication framework to ensure relevant, well-timed interactions.
Sam then asked an important follow-up: “Would you rely on a champion within an account to distribute ABM messaging internally, or should marketing take charge?”
Deepak stressed that while champions are helpful, marketing should still lead the effort by using integrated activation channels, ensuring that personalized messages reach different departments through digital engagement, targeted ads, and orchestrated outreach.
He emphasized that success comes from aligning messaging across multiple touchpoints, not relying on a single contact to carry the message forward.
AI and the Next Wave of Personalization in ABM
AI is reshaping ABM, especially when it comes to personalization. According to Deepak, AI-driven tools are already making an impact by:
Automating account research to identify key trends and priorities
Personalizing web experiences dynamically for target accounts
Streamlining content creation for vertical or industry specific messaging
However, he cautioned that no amount of AI can replace a solid strategy.
“If you don’t have a robust process for integrating these tools into your workflow, it won’t work. AI should enhance your ABM efforts, not replace thoughtful execution.”
Sam pressed further, asking: “With so many AI tools available, which ones are the most useful for ABM?”
Deepak listed tools like ChatGPT for research, Glean for enterprise AI, and ITSMA’s AI-powered ABM insights platform.
He also highlighted Drift and Adobe Target for real-time personalization at scale.
ABM for Existing Customers: The Untapped Opportunity
For organizations looking to grow within their existing customer base, ABM presents a massive opportunity.
Deepak explained that companies often focus on net-new acquisition while underutilizing ABM for account expansion.
“If you’re only selling into 20% of an account’s total addressable market (TAM), you’re leaving 80% of the opportunity on the table. ABM helps you expand into new functions, upsell additional solutions, and leverage existing relationships to gain a foothold in new regions.”
Sam then asked a key follow-up: “Are we talking about personalized landing pages that reflect an account’s vision and needs? And how should those be distributed internally?”
Deepak confirmed that personalized landing pages work well, but marketing should still take charge of distribution.
He emphasized that relying solely on a champion within the account is limiting. Instead, marketing should use paid and organic channels to reach different departments directly.
The Future of ABM Technology: What’s Missing?
Deepak left us with a thought-provoking question for our next guest:
“Are product or single-solution companies actually succeeding with ABM, or are they forcing it because it’s trendy?”
It’s a valid question in today’s landscape, where ABM has become a buzzword. As companies continue to experiment with ABM strategies, understanding what truly works and for whom will be key to driving future success.
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