ForgeX Executive Council 3.20.26

IT WAS SO GREAT TO SEE YOU AKRITI, JESSIE AND ALISA!

Today's Agenda

10 MIN ForgeX Updates

Certification launch, event schedule

45 MIN Discussion: Defining the Future of B2B Marketing

After ABM, What Comes Next?

5 MIN Close & Next Steps

Action items and key takeaways

FORGEX UPDATES

New: AI in ABM Certification Course

LAUNCHING APRIL 14, 2026

13 modules covering AI use cases across the full ABM lifecycle

Grounded in the 2026 AI in ABM Benchmark Study and AI+ABM Inflection Point Report

Hands-on ForgeX AI in ABM workshops will launch in June

5

Your AI in ABM learning journey 13 modules across five progressive arcs

Foundation

1 Introduction to AI in ABM

2 Understanding AI

Core skills

3 Prompting for ABM

4 Building Reusable AI Workflows

Application

5 Targeting & Segmentation

6 Research, Personas & Buying Groups

7 Messaging, Content & Activation

Strategy & planning

8 AI Roadmap Design & Prioritization

9 Evaluating AI Output Quality

Scale & sustain

10 Governance, Risk & Compliance

11 AI Tech Stack & Vendor Evaluation

12 People, CoE & Change Management

13 Measurement & Reporting

6

AI models are trained and optimized for different goals.

Course Reflection

EVENT SCHEDULE

In-Person Workshop Tour — 2026 Dates and venues TBD

UNITED STATES — 4 CITIES UNITED KINGDOM — 2 DATES

San Francisco, CA

Chicago, IL

Boston, MA

New York, NY

London AI in ABM Workshop | 7.8.26

London

AI in ABM Certification with Demandbase London B2B GO — April 13

CONFIRMED

CONFIRMED

50-MINUTE DISCUSSION

Defining the Future of B2B Marketing

After ABM, What Comes Next?

B2B marketing is unquestionably evolving. Our ForgeX Executive Council is in the unique position to shape and define what the future looks like.

This session is dedicated to forging that future together.

See what we did there 😎

DISCUSSION CONTEXT

When expanding your teams, many of you have wrestled with this question:

"Should I call this hire a Demand Gen Marketer? An ABMer? A Revenue Marketer? Integrated Campaigns?

Something else?"

10

The GTM Singularity?

10

“Buyers and customers now rely on AI-powered search, deploy AI agents, consult expanded buying networks, and make decisions long before sellers and providers

enter the conversation.ˮ

11

Block quietly rehires employees after cutting 40% of staff

11

Block initially laid off 4,000 workers to prioritize AI.

12Certification Tour 2025

Most ABM Programs Are Still in Their Infancy

12

Source: ForgeX ABM Maturity Report

13

The Re-Integration of Stand Alone ABM Teams

13

Target Account Marketing

● Use ABM deployment models ○ Demand Gen ○ Integrated Campaigns ○ Field

● Target account portfolio

Brand

Building Your Account Investment Strategy

14

AI in ABM at Scale?????

14

Plan on using saved capacity towards building Enterprise ABM + Deal Acceleration Programs.

15

Running Growth ABM on “AI Autopilotˮ | 1,300 Person Company

15

Prioritize accounts based on buying

signals

Populates and enriches “most likely” buying group contacts CRM, system of record

Personalized Ads, to the enriched /

populated contacts (+60% match rate)

Builds custom landing pages and uploads

into SFDC

Personalized Marketing Emails

Sales Outreach

Sales teams receive automatic notification when a contact engages with an Ad.

● Reverse the arrow of Salesforce and Tofu (Tofu dumps the 1:1 bespoke pages into Salesforce) ● Add an arrow from Tofu to Salesloft and MKTO because it writes personalized emails for marketing

contacts (Marketo/HubSpot) and for cold contacts (Salesloft)

16

Building a Universal Data Layer - Truly Unlocking AI

16

Any app or agent can plug into that layer,

harness it, and contribute to it.

Source: Chiefmartec Research

https://newsletter.chiefmartec.com/p/stacks-on-a-plane-reshaping-martech-on-a-universal-data-layer?utm_source=newsletter.chiefmartec.com&utm_medium=newsletter&utm_campaign=stacks-on-a-plane-reshaping-martech-on-a-universal-data-layer&_bhlid=aacfd9590eabfd11c988c95700c59d3cddae3a32

17

What is NOW and NEXT?????

17

19 93

Don Peppers and Martha Rogers author the book “The One to One Future”

CSC launches “Full-court Press Pursuit Marketing”19

97

20 02

Accenture and Unisys introduce “Client-Centric Marketing”

Bev Burgess, while at ITSMA, coined the phrase “Account- Based Marketing”20

03

20 15 The first ABM

platforms arrive on the market

The first “FlipMyFunnel” and SiriusDecisions ABM roadshow events occur20

15

20 15 SiriusDecisions

first introduces the 1:Few ABM deployment model

ITSMA launches its pyramid- shaped ABM deployment model with 3 types of ABM (1:1, 1:Few, 1:Many)20

16

20 20

Demandbase acquires Engagio and InsideView, further strengthening their ABM capabilities

ForgeX launches the Enterprise ABM & Growth ABM deployment models20

23

20 24

ForgeX releases the Account-Based GTM Architecture™ framework

ForgeX and Demandbase come together for the first edition of the Account-Based GTM Certification20

25

I believe we are uniquely in this time period right now.

18

Forging the Future Of

GTM 18

DISCUSSION | QUESTION

Q1

What organizational shifts are taking place that are evolving how your marketing and revenue teams function?

Consider:

How is AI changing what your team members actually do day-to-day?

Are you seeing budget, headcount, or governance shift between Marketing, Sales, and RevOps?

What pressure from leadership or the board is reshaping how marketing proves its value?

DISCUSSION | QUESTION

Q2

How are you structuring your teams today, and what is your vision for how they should be structured in the future?

Consider:

How are ABM and Demand Gen organized relative to each other on your team today?

What titles and charters are you assigning to new hires in account-based or revenue marketing roles?

Where does Revenue Operations fit in the marketing org structure you're building toward?

DISCUSSION | QUESTION

Q3

Will there be something that comes after "ABM"? What does that look like, and what do we call it?

Consider:

Does "ABM" as a term still accurately describe what high-performing B2B orgs are doing?

If the category evolves, what's the defining characteristic of the next model: AI-native, revenue-integrated, account-orchestrated?

What would you want ForgeX to define, research, or codify to help the industry navigate this transition?

CLOSE & NEXT STEPS

Thank you. WATCH YOUR INBOX

ForgeX will share a summary of today's discussion with synthesis and next steps within the week.

MARK YOUR CALENDAR

AI in ABM Certification Course launches April 14. Executive Council members receive early access.

NEXT COUNCIL MEETING

We will confirm and circulate the agenda two weeks in advance.