Executive Council Meeting Deck | 1.23.26

/live_board/v2/downloads?uid=6d49e784-fc97-47cb-8cf5-b33013bedc15&redirect=true

ForgeX Executive Council 1.23.26

WELCOME TO OUR FIRST MEETING

OF 2026!

Agenda

Welcome New Members 10-min

2026 ForgeX Updates 5-min

AI in ABM Led by Alisa and Trevor[40-min]

Close & Next Steps 5-min

We are so excited to have you here :)

Welcome New Members!

Welcome to our Incredible New Executive Council Members 🎉

Revenue Vault + Others

ForgeX Updates

Launching in February…

Where ABM Leaders Come to Grow.

Early Access for Executive Council Members (next week) - we need your feedback!

Product = Two Tiers

Community Membership (FREE) Insider Membership ($999 / yr / member)

● Private Slack Group ● Complimentary Research Reports

(sponsored) ● Exclusive ForgeX Events ● Vendor Marketplace Access

● Everything in Community plus... ● Live ForgeX ABM Certification Course (April

cohort now open) ● Live AI+ABM Hands-On Workshop Series

(April cohort now open) ● 75+ frameworks, playbooks, and templates ● Full access to all research reports ● On-demand ForgeX events and webinars ● Member-only event attendance ● Micro learning courses

AI in ABM  Our Active Initiatives

Ai in ABM Certification 2026 State of AI in ABM Report

181 survey responses - thank you!Launching in London on 4/13

2026 ForgeX Event Schedule (so far!

● San Francisco = March 56 Influ2 User Group) ○ Executive Council Dinner???

● London = April 1314 Demandbase GO ● San Francisco = May 12 AI in ABM Live Cert Workshop)

○ Executive Council Dinner??? ● Dallas = June 16 AI in ABM Live Cert Workshop) ● London = July 8 AI in ABM Live Cert Workshop) ● Chicago = Sept 15 AI in ABM Live Cert Workshop) ● NYC  Oct 1920 Demandbase GO

With Alisa & Trevor

AI in ABM? 2026 and Beyond.

ForgeX AI in GTM Maturity Model™ - DRAFT for discussion WIP

AI simple search

Executional improve- ments

Adopted

Task-based piloting

Piloting

AI and ABM Performance 50% of leaders report that AI is improving their ABM program. Nearly 70% report some ability to quantify ROI.

Question to consider: How is this measured? If we surveyed the key stakeholders (VPs of marketing, VPs of Sales, CFOs) in these orgs, to what extent would they corroborate these survey results? How much cross-functional stakeholder alignment is there?

AI and the Promise of Scaled Customization The conversation around AI tends to gravitate toward technology, tools and vendors. Not surprisingly, AI is supporting primarily “TOFUˮ channels.

Top use cases: • Email marketing

• Digital advertising

• Personalized landing pages

• SEO/GEO

AI and ABM Performance There seems to be a cautious approach to investing in AI tools. Note that this question is about selecting tools but does not address which types of tools are being adopted.

70% are prioritizing AI capabilities from current tech vendors or using a hybrid approach (mix of native-AI tools and AI features from existing tech vendors (MAP, CRM, CDP).

Barriers to AI Adoption Driving AI adoption is a huge leadership and change management exercise that requires Demand/ABM Marketing, MOPS, Sales and IT to align on quantified benefits, against the backdrop of some fear around AI.

Three most significant barriers • Lack of clear AI ownership or strategy

• Poor or inconsistent data quality

• Integration challenges with existing tools

ABM use cases (adopted/task-based)

ABM Area Tech/vendors

Account selection Research/insights about accounts LLMS – e.g. ChatGPT, Gemini

Data aggregation Clay - enrich and build verified contact lists

TOFU/Brand awareness SEO/GEO (40%+ of survey respondents) Hubspot - Campaign Automation Platforms with AI;

Goodie, Otterly AI (track brand visibility and make recommendations for content that is AI digestible)

Personalized content Email marketing (65% of survey respondents) ChatGPT/Jasper Lavender – write the copy and personalize at scale

Personalized landing pages (47%+ of survey respondents)

Deliverability Tools to help avoid spam filters, maximize opens/clicks, and shape performance

Program performance

Potential AI driven task

ForgeX AI in GTM Maturity Model™ - DRAFT for discussion WIP

AI simple search

Executional improve- ments

Adopted

Task-based piloting

Piloting

The Vision: Future State Trevor

Current state → agentic AI

● Reactive → proactive ● Task-level → workflow-level ● Human-triggered → event-triggered ● Assistive → autonomous

Embedding AI Agents in Workflows Trevor

Autonomous agents embedded into core workflows Marketing Workflow Agent Role What the AI Agent Owns

“Voice-of-Customerˮ Ingestion Insights ● Monitors sales calls, forms, etc. ● Detects recurring themes / attribution signals ● Categorizes insights ● Transfers learnings downstream

Content Creation Content ● Extracts customer insights (e.g., from VOC ● Determines which topics are worth creating content around ● Drafts content aligned to brand goals, SEO goals, etc. ● Route for review

Personalization & Activation Campaigns ● Identifies high-intent accounts or segments ● Selects the right message / channel tactic ● Composes ads, landing pages, and/or outreach messaging

Reporting & Optimization Performance ● Aggregates performance data across channels ● Interprets results vs. goals ● Recommends (or executes!) optimizations ● Documents learnings

Example: Voice of Customer → Content Creation Trevor

Signal capture

Gong captures a key topic mention, saves the snippet of the call transcript

LLM orchestration

Zapier triggers workflow, passes Gong transcript to ChatGPT, which is given a series of prompts to analyze the content

Content creation

ChatGPT drafts content based on its analysis + a series of prompts embedded into Zapier workflow

Publishing to internal KB

Zapier extracts finalized content from ChatGPT, and publishes it in a Notion repository

Human review

The marketing team reviews the Notion repository, and decides what’s worth building on/discarding

From AI assisting → AI acting across workflow layers

Have an awesome weekend!

Next Meeting = 2/20  12pm ET

Executive Council Meeting Deck | 1.23.26

Item Type: pdf