AI is opening up new possibilities in how B2B marketing operates. Recent research from HUT 3 in partnership with B2B Marketing highlights a clear gap – while AI adoption is accelerating, most organisations are still applying it in fragmented, tactical ways, limiting its impact on demand generation and ABM performance. AI on its own isn’t the answer. The real opportunity lies in orchestration. In this session, we’ll explore how connecting AI-driven capabilities across insight, activation and measurement is enabling a shift from campaign-led execution to more intelligent, adaptive demand and ABM systems.
Through three real-world use cases, we’ll demonstrate how agentic workflows are already being applied in practice, and how organisations are connecting these capabilities into more effective, intelligence-led demand models.
We’ll also explore how measurement is evolving through Agentic Business Intelligence (Agentic BI), moving beyond reporting to inform decisions and next best actions.
This isn’t about adding more AI tools.
It’s about orchestrating them into a connected system that turns ambition into action – and creates a more effective, revenue-aligned approach to demand generation and ABM.