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Account-based marketing (ABM) has long been a pillar of sophisticated B2B marketing, helping organizations target high-value accounts with highly personalized, impactful outreach. However, as marketing budgets continue to shrink and the demand for efficiency grows, consistency, quality, and personalization at scale remains one of the biggest challenges for ABM marketers.
We recently partnered with the Marketing AI Institute for a webinar, How to Redefine Your ABM Playbook Using AI. In the session, Jasper Solutions Engineer Ari Auerbach and Marketing AI Institute’s Chief Content Officer, Mike Kaput, discussed the key challenges marketing teams face today and how AI can address some of the biggest pain points in ABM.
“We often hear that marketing teams are expected to do more with less—fewer resources and tighter budgets,” Ari notes in the webinar. “That's where AI has become a super powerful tool—allowing organizations to hit their goals, drive KPIs, and even unlock new workflows that were previously out of reach.”
Below, we’ve outlined some of the biggest takeaways from the presentation. Download the full video to get even deeper on Jasper’s capabilities and real-world examples.
Key Insight #1: Using AI to Drive Personalization and Brand Governance at Scale
ABM marketers have long sought to balance the depth of personalized messaging with the breadth needed to scale campaigns—a task that often demanded painstaking manual effort. With AI, you can automate the creation, optimization, and personalization of highly targeted emails, landing pages, ad copy, and other campaign assets, streamlining the entire process.
This level of personalization allows marketers to build meaningful connections with decision-makers across multiple accounts while scaling their outreach efforts without sacrificing the quality or depth of their messaging.
Additionally, AI ensures your messaging and creatives remain both personalized and aligned with your brand across all channels, making them more effective and scalable. “Jasper can understand your brand voice and how you communicate with different customers,” Ari explained during the webinar. “It’s integrated so that with a simple dropdown, you can change your messaging from, for example, retail to healthcare. Behind the scenes, Jasper can do what we call “tune your voice’’ to create unique voices for each audience you have.”
And it’s not just text that matters. Jasper’s Image Suite extends ABM personalization beyond words, enabling marketers to create and optimize visual content tailored to specific audiences and campaigns.
With AI, you can transform a single image into limitless options—such as swapping backgrounds or tailoring designs for specific campaigns (e.g. holiday-themed backgrounds)—which helps reduce the need for frequent, costly photo shoots, offering significant time and cost savings for ABM campaigns.
Key Insight #2: Embed AI Into Every Step of Your ABM Workflow
The true power of AI for ABM lies in its ability to enhance—not disrupt—existing workflows. Jasper prioritizes this capability and integrates with tools marketers already rely on, such as Salesforce, HubSpot, and Google Workspace, to help teams build the most effective ABM campaigns at scale.
Additionally, transforming large datasets into insights, a huge part of ABM strategy, is a time-consuming process. AI can analyze customer data, identify high-value accounts, and craft outreach strategies tailored to their needs—without any tedious work from you.
“Imagine for a second that I could actually just export this data directly into Jasper and start to use that company data, that client data, to actually help me build that strategy and framework,” Ari outlined in his demo. “Jasper allows us to store all of this together, creating a dataset of client information and other pieces that enable actionable insights for account-based marketers."
An example of an AI-powered ABM workflow that Ari shared is an actual workflow used by the Jasper’s own marketing team:
- Integrate prospect or customer data from Salesforce with Jasper to identify target accounts
- Build the campaign strategy and process in Jasper based on identified target accounts
- Instantly create on-brand, vertical- or persona-specific emails or visuals in Jasper for each account
- Import all personalized emails, messaging, and visuals to Hubspot
- Automatically send personalized emails and launch personalized landing pages from Hubspot
Teams who embed AI into daily processes ensures AI becomes a constant underlying source of support, not “just another tool” to be added into already-crowded execution processes.
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AI is already revolutionizing account-based marketing, but we’re just at the beginning of this transformation—and the pace of evolution is accelerating rapidly. As Ari put it: “We’re really only in the first or second inning of what AI can do.”
