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Over the last six months we've surveyed and spoken with 100s of ABM and GTM leaders, and one question comes up in almost every single conversation:
"What AI use cases should we actually start with?"
It’s easy to host a “brainstorming workshop” around potential use cases for AI, but when it comes time to actually implement, this is where teams run into analysis paralysis.
In this ForgeX File, we’ll break down what our survey data says teams are doing, and share our proprietary frameworks around how to prioritize.
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.
Where 115 of Your Peers Are Deploying AI in ABM
To give you a starting point, here are the top 5 use cases where 115 of your peers are currently deploying AI per our AI+ABM Inflection Point Report.
Copywriting = 68%
Research = 50%
Predictive analytics for account selection and/or prioritization = 46%
Capturing and/or analyzing buying signals = 44%
Asset creation and/or personalization = 43%
How to Identify AI Use Cases
AI does not transform entire initiatives at once, that's not how it works.
Teams that expect it to work that way will be disappointed, stall in their implementation efforts, and become frustrated with their output.
What AI does is compound value by systematically augmenting high-leverage tasks within those initiatives, and over time, those task-level wins compound into something that changes how your program operates.
We recommend starting at the “Project” level, and then decompose the work two steps further into “Phases” and then “Tasks”.
Project = the full initiative with a business outcome attached.
Phase = a distinct stage of work inside the project with its own deliverable and hand-off.
Task = the smallest repeatable unit of work inside a phase.
Score Every Use Case on Impact, Effort, and Risk
Once you've decomposed the work, you'll have more task-level use cases than you can possibly implement. Next, we recommend ranking them.
Run every candidate through our Use Case Prioritization Matrix, which scores across three dimensions:
Impact = How materially does this improve ABM outcomes?
Effort = How hard is this to build, adopt, and sustain?
Risk = What happens if the output is wrong, leaked, or misused?
After you have a completed matrix, start by implementing the Quick Wins (high impact, low effort, low risk) first.
Those early wins help to build the internal proof and executive buy-in you'll need to fund the Major Initiatives later.
2026 AI in ABM Benchmark Report
In this report, you’ll learn:
What separates AI leaders from the rest of the market
Which AI use cases are delivering the greatest business impact
Where leading organizations are focusing their AI investments
Survey: How B2B Marketers Prioritize and Target
We’re researching how GTM teams predict and prioritize where focus drives outcomes.
The findings will inform an upcoming ForgeX report on best practices, operational foundations, and where AI fits in.
Time: 5-7 minutes
Thank you: early access to the research report
Privacy: data is exclusive to ForgeX, never shared
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Have an awesome rest of the week all!
Davis
