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This is where we share our latest research, insights and benchmarks around all things ABM, AI and GTM.
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What does it actually look like under the hood of an AI-pilled marketing team?
Justin Anovick, CMO at Loftware, joined our latest Revenue Xchange episode and shared exactly WHAT and HOW his team is building with AI.
Here is what we cover below:
Loftware’s AI Roadmap for Marketing: how they grade their own team against 20 AI use cases (and growing) and put AI at the center of the GTM stack.
Their Custom Landing Page Workflow: from deploying a new personalized landing page every 2 weeks to a new one in 60 seconds.
Propensity is an AI-powered lifecycle marketing platform for personalized B2B orchestration.
Folloze AI can draft your ABM campaign in an hour. Folloze deploys it live, per account.
Reachdesk helps B2B teams deliver moments that matter with global gifting and swag.
***Disclosure*** Folloze sponsored this newsletter and is also part of Justin's tech stack. He was (obviously) not paid or incentivized around sharing his opinion and use cases that include their product.
1. How Loftware Built Their AI Roadmap (+20 Use Cases)
The first thing Justin pulled up was an interactive AI Marketing Review that his GTM engineer built in Claude.
It's a fully functional vibe-coded application that researches how B2B SaaS companies are using AI for marketing, then plots where Loftware’s marketing team currently tracks against it.
Loftware's AI Marketing Review, as shown on Revenue Xchange RX20
Their AI Roadmap currently lists 20 capabilities and each is segmented by existing capability:
Doing (6) = including account research and ABM intelligence, sales enablement content, content operations, translation and localization, brand governance and guardrails, and 1:1 hyper-personalized account experiences.
Partially doing (8) = including intent data and signal-based targeting, generative ad creative and video, answer engine optimization (AEO/GEO) and attribution.
Not doing yet (6) = including email and adaptive nurture, predictive pipeline and lead scoring, and interactive demos.
And per our 2026 AI in ABM Benchmark Report, top performers are 2.5x as likely as everyone else to have a clearly defined AI roadmap for ABM (59% vs. 23%).
Yet 56% of organizations still don't have one.
Loftware’s marketing team’s AI roadmap also runs on a simple architecture. Instead of chasing the AI features inside every tool, Justin puts AI in the middle and treats everything else as a spoke:
"I have Copilot or Claude at the center of everything... and we're building in a single place."
So how does he decide what gets built next?
2. From One Landing Page Every 2 Weeks to One in 60 Seconds
Personalized landing pages are the widest AI adoption gap between top performers and everyone else in our benchmark.
63% of top performers use AI for personalized landing pages vs. 38% of everyone else.
Justin is a great case study of what a top performing team looks like as Loftware's pages used to be fully manual (the research, the back-and-forth with sales, weeks of edits):
"We could do, like, one every two weeks... we need hundreds of them."
Here's how they closed the gap:
1.) Quickly Built personalized landing pages in 60 seconds:
SDRs submit a three-field form with the customer name, rep name and email.
The workflow sends those inputs to Folloze and returns a personalized landing-page URL within 60 seconds.
As Justin put it, “I have a call in five minutes, I need a landing page. Okay, here you go.”
2.) Deeper personalization through Claude + Folloze:
With Folloze’s MCP connection, Loftware’s research engine in Claude builds a more deeply personalized page and publishes it directly to Folloze.
“Just say publish, and five minutes later it’s published to Folloze and you get the return URL... all the analytics are built in.”
3.) Consistent brand guidance across workflows:
The team’s design system, developed in Claude Design, is stored in a shared file that every skill references.
Each workflow uses the same brand requirements, helping maintain consistency regardless of who creates the page.
The template Claude fills for every account before it publishes
"There's personalization, and then there's extreme hyper-personalization, and that's what I'm aiming for."
Justin is also A/B testing how much of the target account's brand should shows up on each custom landing page.
Spoiler….. So far 80/20 is winning:
Listen or watch: Apple Podcasts · Spotify · YouTube
[In-Person] FutureX San Francisco: The AI in Marketing Innovation Tour
FutureX kicks off at the Autodesk Gallery in San Francisco on Thursday, November 12 (2:00 to 7:00 PM PT) with 25 to 40 marketing leaders.
Here is our agenda:
The State of AI in B2B Marketing: unpublished ForgeX benchmark data and a roadmap for advancing AI across your team.
Modernizing Marketing Measurement and Attribution: connecting account engagement, buying groups, pipeline and revenue in one framework.
Building an AI Center of Excellence: real examples from George Sayah at Autodesk.
Save your seat below - and feel free to share this with any colleagues or friends in SF!
[Webinar] The ForgeX AI Roadmap: Six Elements for Building Your AI Roadmap
Top performers are 2.6x as likely to have an AI roadmap, and 56% of organizations still don't have a shared one. Eric Wittlake, lead author of our 2026 AI in ABM Benchmark Report, unpacks the six elements marketing and GTM leaders should consider when planning AI investments.
Thursday, October 15, 12:00 PM ET, live on Zoom.
New on Revenue Xchange
Two new episodes dropped since our last issue:
Our Research Now Lives in One Place
Every ForgeX report, framework and on-demand session is now in the ForgeX Research Hub:
Need Advice? Ask a ForgeX Analyst
Teams bring us challenges like:
Building an AI roadmap and prioritizing use cases
Scaling personalized pages and experiences across tiers
Choosing the right ABM deployment models
Transitioning from MQLs to buying groups
Measuring the impact of ABM and demand investments
Send us a question about the research (or what it means for your team) and a ForgeX analyst will get back to you.
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Have an awesome rest of the week y'all!
Davis
