Weekly AI x ABM Insights - CustomGPTs in the Wild: Real-World Lessons from the AI x GTM Frontier
- NextGen ABM
- Jun 9
- 4 min read
Edition #40 | Published June 9, 2025
Everyone loves to talk about building a Custom GPT.
But few people talk about its strategy and use cases in GTM.
Last week I pulled back the curtain in MarTech on how we’ve taken GPTs from prototype to production: mapping intent signals, drafting sales plays, and slotting them into ABM cadences alongside human teammates
🚀 The Pulse: Must-Know Related Industry News
We read the latest AI x ABM News so you don’t have to.
ChatGPT Meets HubSpot: Turbocharge Deal Velocity with AI Insights
Think: “Which cohorts closed fastest last quarter?” or “Which enterprise accounts show the strongest expansion signals by tech stack?” based on my CRM and marketing engagement history, and ChatGPT returns the answer, plus the next-best nurture or workflow to launch in HubSpot. Take actions
I’m really excited about this move from Hubspot and glad to see more MCP starts to shape the B2B marketing landscape (read some context here).
Zapier has moved its AI Agents out of the chat window and into always-on “Pods.”
Each Agent now has one specific job (e.g. enrich leads, push data, draft emails) and work independently in the background, monitoring for triggers and taking action on your behalf. Some early tests show a single Pod sourced more than 2k qualified leads in its first month.
Demandbase Launches Agentbase on AWS
Demandbase introduced Agentbase, a suite of connected AI agents built on Amazon Web Services (AWS). The new agents, e.g. Filter Agent and Action Agent, aim to enhance revenue team performance by turning data into actionable insights using secure, scalable AI on AWS. I’m super excited about this news.
"The next era of GTM is here: Assisted automation and insights powered by AI,"
said Gabe Rogol, CEO at Demandbase.
6sense’s Inspire UK pulled 300+ EMEA leaders into London for hands-on GTM accelerators
Those sessions centred on multi-signal intent orchestration and AI-driven pipeline forecasting.
Clay quietly shipped on-the-fly AI enrichment signal engines
Need a custom job-change signal or a particular lead score that is specific for your ABM strategy? Just add a column, describe the output, and Clay’s model populates it, no prompt engineering or external API required according to their announcement.
Why it matters: In one week we saw Hubspot meet ChatGPT, multiple agents unleashed, in-person AI playbooks shared, and data tables turned into on-demand signal engines, proof that every layer of the ABM stack is re-tooling for human × AI orchestration.
🎙 Voices of Influence: What Custom GPTs for GTM Actually Look Like in B2B
“The real unlock isn’t just building GPTs—it’s teaching them to think in go-to-market logic.”
In my MarTech deep-dive I share field notes from live deployments in work with clients:
Surfacing ICP matches
Prioritizing intent
And many more
My biggest takeaway for my readers:
Will AI replace your marketing team? Not likely. But marketing leaders who can direct and deploy AI effectively will have a major strategy and execution edge.
These AI tools are like junior teammates — they extend my capabilities, but still rely on my judgment, inputs and direction.
They perform best with strong leadership and guidance.
The organizations that thrive won’t be those chasing the latest tools, but those with leaders who:
Understand where AI fits in GTM.
Build clear use cases aligned to business outcomes.
Create systems to measure, refine and train AI agents.
Your AI agents need those leaders as their managers. Because in the end, the tech stack alone doesn’t win. Strategy, process and human judgment do.
Read my full article:📖 Real-world insights from deploying Custom GPTs for GTM
🔦 Case Study: How the HubSpot Blog Team Uses AI
HubSpot’s content org has quietly embedded AI across its editorial cycle. For example, Breeze Copilot drafts outlines, predictive search data guides topics, and a “human-in-the-loop” editor keeps nuance and brand voice intact.
See how they do it in HubSpot Blog Team Uses AI.
🛠 Martech Spotlight: Cool Tools & Innovations
HubSpot AI Search Grader now shows how visible your brand is inside gen-AI answer engines—and offers quick wins to claim more answer boxes.
Make just shipped an AI flow builder: I just typed “sync 6sense intent to Slack” and it generated the scenario in seconds.
Claygent hit 1 billion agent runs last week, underscoring how fast outbound teams are embracing task-specific GPTs.
📚 Knowledge Vault: Must-Read Resources
B2B Authority in the AI Search Era – why un-gating content trains both buyers and LLMs.
Lead Scoring for ABM – Madison Logic’s framework pairs fit + intent to prioritize buying groups, not just accounts.
⚡ Execution Tips & Tricks for AI x ABM Success
Seed the forums AI scrapes. G2, Reddit, Quora—drop bite-size expertise where LLMs look for authoritative snippets.
Score signals, not eyeballs. When designing lead scoring for ABM, weight events like pricing-page visits or tech-stack swaps from buying groups (of your target accounts) above generic web traffic from targeted accounts.
🎤 ABM Insider: Events We’re Attending
June 10 · 9 AM PT – Beyond Automation: Identifying AI-Ops Opportunities RegisterA tactical session on mapping low-lift automations before you dive into custom agents.
June 17 · 8 AM PT – Agentbase Unveiled: How AI Agents Are Transforming GTM Register Demandbase showcases live customer stories, ROI benchmarks and a peek at multi-agent collaboration.
June 17 · 11 AM PT – Pipeline → Profit: Re-imagining Sales with AI Agents (Salesloft) RegisterFirst-hand playbooks for agent-assisted deal cycles and the workflows that keep reps in the loop.
💬 Quote of the Week
“The biggest mistake is using AI as a replacement instead of a catalyst.”
— Basha Coleman, HubSpot Media on Hubpost
“B2Bs have long struggled with how much content to gate. But AI engines can’t access information hidden behind forms. That’s why expanding to other channels and prioritizing buyer education should take precedence over chasing MQLs.”
– Andrea Cruz wrote on MarTech
🧠 Ready to re-map your GTM for human × AI collaboration? Check out our past editions or let’s chat.
🎯 Until next time—stay bold, stay targeted.
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