Today’s buyers expect relevant, resonant experiences across every touchpoint. Demand Gen is evolving to meet these expectations by embracing the targeted precision and personalization that have long defined ABM. Instead of choosing between reach and relevance, B2B brands are learning to do both – using data, AI, and strategic alignment to power a smarter, more connected go-to-market motion.

But it’s not just about adding ABM tools to your tech stack and calling it a day.

As the report reveals, ABM platforms can fall flat if they’re not grounded in strategy. Automation without insight leads to generic experiences. High investment without cross-functional buy-in leads to misaligned execution. The organizations seeing the biggest impact are those who treat ABM not as a tactic, but as a company-wide mindset—with Demand Gen and ABM working hand-in-hand.

You’ll also find eye-opening guidance from Just Global leaders like Marcus Hiles and Daisy Holloway, who share real-world observations and recommendations for building a unified, flexible approach. From targeting smarter with TALs and ICPs, to adapting ABM models for scale, the insights are both practical and future-focused.

And a taste of what else is included: new frameworks like ForgeX’s Enterprise ABM and Growth ABM models, which are redefining how account-based strategies scale and adapt across organizations. It’s not about doing more, it’s about doing it smarter.

Ready to see where B2B is headed?