% 33 of Marketing organizations that are increasing their investment in AI within the next 12 months expect AI to have the greatest impact on qualifying prospects. The New Marketing Power Couple ABM & AI The buying cycle is more complex Account-Based Marketing than ever before. Customers (ABM) with AI can serve as a are doing their own discovery recommendation engine to and search, making it harder for engage with the right person at marketers to distinguish between the right time throughout the intent to buy and general curiosity. buying cycle. To create a relevant More and more, marketers customer experience, rather are realizing the advantage than a path to purchase, 24% of of enhancing their marketing marketing organizations plan to technology stacks with AI. integrate AI capabilities within the next 12 months. “If you’re going to make an investment in Salesforce, you should use all that it brings to the table and take the opportunity to develop standards across your entire organization. You’re going to have to build a culture around it, which will take time, but it’s totally worth it.” Leslie Cocco Alore Director of Global Marketing Operations and Automation Iron Mountain The State of Salesforce Marketing 37