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Just about every B2B MarTech company is leaning into AI (obviously).
What’s interesting is:
How these companies are integrating AI into their products
What that tells us about where the MarTech interface itself is headed
In this ForgeX File, I’m going to walk you through the ONE bet that I’m a broken record around = ABM MarTech is going HEADLESS.
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.
ABM MarTech Is Going “Headless”?
We’re 8-months into 2026, and AI is abundantly EVERYWHERE.
So what are the ABM Platforms doing to bring AI capabilities to your programs? And where are they placing their bets in terms of a product roadmap?
Let’s breakdown what we know:
It’s clear that there are two bets that seem to have been made:
1.) Build a Native AI Interface = Vendors are building an entirely new AI-native UI experience. Think of it as their own purpose-built version of ChatGPT or Claude.
They include a separate conversational interface where users can prompt the platform, access its intelligence, and execute supported workflows without the traditional application experience.
Propensity AI and Demandbase AI are examples of this.
2.) Adding MCP Connectivity (to go Headless) = Through MCP, APIs, and other programmable interfaces, vendors are increasingly making their underlying data and capabilities accessible from AI environments like Claude, ChatGPT, and others.
In short, this means that marketers are able to pull data and execute tasks directly in their enterprise AI tools (like Claude), instead of bouncing around across many browser tabs.
More importantly, that AI tool can connect across multiple tools at once, pulling context and coordinating work across the GTM stack.
Taking it back a step, let’s look at why they’re doing this.
First off, historically ABM leaders would have to bounce back between several different browser tabs or applications across each of their “platforms” and “tools” in order to access and use them.
Then, enterprise AI tools like ChatGPT and Claude came along and have entirely changed the way in which we work. Operating through prompts, skills, agents and with multi-modal capabilities in a single pane.
In order to modernize their platforms, ABM MarTech vendors have taken action by doing one or both of the above.
Is Headless Actually The End State
Defining “Headless” = software whose underlying data, intelligence, and execution capabilities can be accessed outside its primary user interface, allowing marketers or AI agents to retrieve context and perform permitted actions from the environment where they already work.
Here is my view on how this plays out over the next 12-24 months:
The “Native AI Interface” that feels like a Claude or ChatGPT, is just a bridge and will not be the standard. It’s another UI or tab that is needed and mature orgs don’t use this.
Headless will be a part of every marketers life, if not already. There will still be a designated platform UI, but this will either be custom built or out-of-the-box by the vendor (NOT the Native AI Interface, but a more traditional version).
This is the natural step forwards, and where companies are already placing their bets.
We just looked at ABM Platforms here, but another example is building custom and personalized landing pages. Look at what Folloze is doing here.
P.S. we’re hosting an event next week on Claude for ABM: From GTM Orchestration to Custom Landing Pages Using MCP.
[Webinar] Claude for ABM: From GTM Orchestration to Custom Landing Pages Using MCP.
Join us for a show-not-tell session where we build a live AI-orchestrated campaign from scratch, then take it all the way through to personalized, on-brand custom landing pages.
What you’ll see:
→ AI-powered GTM orchestration in Propensity. Watch AI agents handle research, targeting, messaging, and execution for a real account-based campaign, built step by step in front of you.
→ Custom landing pages with Claude and MCP in Folloze. We’ll generate personalized, on-brand, deployable landing experiences for that same campaign, and walk through the architecture behind it.
August 13, 12:00 PM ET, on Zoom.
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Have an awesome rest of the week all!
Davis
