Over the past few months, B2B marketing and sales professionals have been bombarded with a wide variety of content on artificial intelligence (AI) and account-based marketing (ABM). There are obvious reasons why both these concepts are gaining traction. One of which is primarily because lead generation professionals often find themselves lost in Big Data, and ABM and AI with their commonalities, have emerged with relevant solutions to help them get a grip on this. Last year witnessed a massive growth in the adoption and acceleration of ABM, which went on to influence the ways in which marketers are structuring their martech stacks. It has indeed become an integral solution for B2B marketers and organizations.

Bit by bit, artificial intelligence is coming to marketing software, so that marketers can focus less on clicking through setups and more on making broad strategic decisions. Today at our MarTech conference, 2015-founded startup YesPath is announcing its first product, the AI-powered ABM (Account-Based Marketing) platform. It is designed to automate segmentation for the targeting of accounts and people within those accounts, initially through website content and eventually through other channels, like email or ads. CEO and co-founder Jason Garoutte told me that he and co-founder Brian Zotter were frustrated during their time as Salesforce VP of Product Marketing and VP of Engineering, respectively, because the sales department complained they needed a more targeted approach for each lead. Garoutte said sales told him, "The most important thing is to develop a relationship with influencers" at the targeted accounts.