Weekly ABM/ABX Insights - 4 AI x GTM Plays CMOs Can’t Ignore
- NextGen ABM
- May 27
- 5 min read
Edition #38 | Published May 28, 2025
We’re past the point of asking “Should AI be in our GTM?”—it’s already there. The real question now is: Are we using it where it actually moves the needle?
From Demandbase’s Agentbase on AWS rollout to ZoomInfo literally rebranding as GTM, the industry is making one thing clear: AI is the new foundation of go-to-market.
But here’s the catch most teams are still working through: it’s not just about plugging in new tools. It’s about knowing where AI can truly amplify your strategy.
In this edition, we break down the 4 AI x GTM plays every CMO should have on their radar, plus the news, tools, and shifts shaping how modern ABM teams scale smarter.
🚀 The Pulse: Must-Know Releted Industry News
We read the latest AI x ABM News so you don’t have to.
Demandbase Launches Agentbase – The First GTM AI Agents on AWS
Demandbase has officially rolled out Agentbase, a suite of GTM AI agents built on Amazon Bedrock. The new Filter and Action Agents, co-developed with AWS’s GenAI Innovation Center is going to enable revenue teams to turn complex workflows into conversational actions. Early adopters saw +40% CTR and +25% more page visits. This marks a major leap in assisted automation, helping ABM teams access insights and execute faster.
ABM Audio Advertising Is Gaining Tractions
As workdays become more fragmented, audio advertising is stepping up as a powerful ABM channel. Whether it’s a podcast or streaming app, audio fills those “screen-free” moments to keep your brand top of mind when decision makers are listening, not scrolling. With 83% of senior execs tuning in weekly (according to MadisonLogic) and nearly half reporting audio impacts their buying decisions, it’s becoming a must-have in the multi-touch ABM mix.
Demandbase × TechTarget: A Strategic Intent Power Play
Demandbase and TechTarget have joined forces to integrate their respective intent data sources. This partnership helps B2B marketers enhance prioritization and ROI by merging content-consumption behavior with buying-stage readiness inside the Demandbase GTM platform.
ZoomInfo Rebrands to GTM
ZoomInfo has changed its Nasdaq ticker from ZI to GTM, which is a bold move signaling its commitment to becoming the de facto Go-To-Market Intelligence Platform. It also speaks to a broader trend of the rise of roles like GTM Strategy/Architect/etc.
Salesloft Unveils 15 New AI Agents
Salesloft expanded its AI capabilities with 15 new autonomous agents, bringing the total to 26. These agents aim to reduce manual work and accelerate sales execution, offering end-to-end support across the revenue cycle.
HubSpot's 2025 State of Marketing Report
HubSpot's report explores trends, tools, and strategies defining 2025 marketing strategies, emphasizing AI's role in driving growth and the importance of staying ahead in an AI-first world. Key takeaways include Millennial and Gen Z audiences are taking the majority of B2B marketer’s target audiences, and short-form videos and influencer collaborations are delivering the highest ROI.
🎙 Voices of Influence: 4 AI x GTM Plays CMOs Can’t Ignore
As CMOs recalibrate their GTM strategy to compete in an AI-shaped market, the priority is about understanding where AI delivers the most strategic lift in your marketing workflow. We can group today’s AI deployment in GTM across 4 core areas (see the infographic below).
Together, they define how AI will scale both efficiency and impact across modern revenue marketing.
1. AI-Augmented Platforms (Embedded AI in the Stack)
These are your traditional GTM tools, think about your CRMs, MAPs, ABM, Sales engagement platforms, now they are adding AI layers (e.g. personalization at scale) to stay competitive.
Examples: HubSpot, Salesforce, ZoomInfo, Salesloft, Demandbase
Strategic Use Case: Leverage those augmented capabilities to enhance existing workflows: lead scoring, buyer intent enrichment, predictive analytics, content suggestions, etc.
Consideration: This play has relatively low barrier to entry, but can be under-leveraged due to legacy workflows or playbooks. It often requires change management to activate the AI layer fully.
2. AI-Native Platforms (Born-AI Tools Driving Workflow Reinvention)
Platforms built post-2020 that start with AI as the core logic, not an add-on.
Examples: Clay, Jasper, Descript, Writer, Mutiny, Zapier (AI automation layer), Copy.ai
Strategic Use Case: Redefine workflows like campaign automation, content ops, creative production, data integration.
Consideration: These tools drive speed, experimentation, and creative scaling, which are perfect for lean, agile teams. They have huge upside, but selection and leveraging them for marketing still require strategic oversight and someone who fully understands the potential.
3. AI Agents & Custom GPTs (Tailored, Task-Specific AI Operatives)
Purpose-built agents (often built via OpenAI or third-party orchestration layers) designed for specific GTM tasks: messaging analysis, campaign planning, segmentation strategy, etc.
Examples: Custom GPTs, RAG-powered chatbots, internal AI agents.
Strategic Use Case: Fill strategic gaps in go-to-market execution, such as sales enablement, ABM orchestration, etc.
Consideration: While this AI play gives you the highest level of control, it typically requires internal AI fluency in the marketing team.
4. AI Infrastructure & Data Layer Tools (The “AI Plumbing” Behind GTM Insights)
This includes data orchestration, LLM integration, prompt tuning, and analytics layers that power AI behind the scenes.
Examples: Snowflake Cortex, LangChain, Databricks, Synthflow, Unstructured.io.
Strategic Use Case: Create a reliable data + decision layer for AI outputs.
Consideration: Although this AI play is typically owned by RevOps or Data teams, those who might not always report to marketing, CMOs need to influence this layer to ensure marketing use cases alignment. This is the most “invisible” yet essential layer.
🔥 What’s Trending: Hot Picks from Web This Week
UGC (user generated content) & AI search push Quora/Reddit winning big on traditional search these days. This reminds us embracing multichannel, multi-format distribution and building trust early on are so critical for ABM, you can even leverage those Reddit buying intents at scale.
Series B “graduation rates” cooling for 2021-era startups, with significantly lower progression percentages across all time horizons.
Databricks goes all-in on data + AI for marketers, as the lakehouse just became your CDP.
🚀 Notable Funding Rounds in AI-Powered GTM Startups
🛠 Martech Spotlight: Cool Tools & Innovations
HubSpot “Breeze Customer Agent” now covers the entire buyer journey and resolves 50%+ of support conversations via AI.
Clay adds real-time TrustRadius intent signals and uses natural language to find the most relevant enrichments (based on your strategy/play) in Clay.
📚 Knowledge Vault: Must-Read Resources
Salesforce’s strategic GTM playbook—from broad spray to precision ABM.
Why Net Revenue Retention is the new north-star metric—ZoomInfo CEO explains.
⚡ Execution Tips & Tricks for ABM Success
“Find the conversations already happening—then insert value, don’t just broadcast.” — Shelagh Dolan, Quora for Business
Audit agents overlap monthly to avoid redundant automations that make ops brittle.
Use podcast ads to mirror the one-liner your BDR opens with on LinkedIn in order to consistently drive recall.
🎤 ABM Insider: Must-Attend Events
🎯 May 28, 2025 | 8:00 AM PT | From Clarity to Conversion: Mastering Scalable Account-Based Experiences: Join the Director of Marketing Ops at a global identity security leader as they share how they transformed their Account-Based Experiences with Demandbase. 🔗 Register Here
🤖 May 29, 2025 | 10:00 AM PT | ABM + AI: 2025 Use-Cases That Actually Ship RevenueDiscover how Demandbase's intent data integrates with Adobe Real-Time CDP to enhance B2B marketing precision, ROI, and campaign performance. 🔗 Register Here
💬 Quote of the Week
“Machines are now the best answerers in the room. But the ones who ask the right question? They’re still human. And still undefeated.”
- Jared Robin wrote it on RevGenius newsletter
🧠 Ready to revamp your strategy? Check out our past editions or let’s chat.
🎯 Until next time—stay bold, stay targeted.
Comments