Account based marketing was never broken. Execution was.

In this episode, Nick Bennett joins PROMPTED to unpack why focused ABM is finally working in 2026 and why AI is the real unlock. After years as an in house B2B marketer and now advising teams directly, Nick has seen firsthand what changed and what stayed the same.

The LinkedIn post that drove this discussion - https://www.linkedin.com/posts/nickbennett1_after-working-with-35-b2b-brands-in-3-years-activity-7408892892209008641-mhbl/

We dig into why most teams failed at ABM, how AI helps validate ICPs instead of guessing, how buying groups and signals are identified earlier, and how personalization finally scales without turning into noise. Nick also shares real examples of AI powered workflows booking meetings today, where humans must stay in the loop, and where automation creates false confidence.

If you have tried ABM before and walked away skeptical, or you are curious how AI actually fits into modern go to market execution, this episode is for you.

👇 Topics covered

1. Why ABM failed before
2. What “focused ABM” really means
3. How AI validates fit and disqualifies faster
4. AI powered personalization at scale
5. What should never be automated
6. Where ABM and AI go next in 2026

Connect with Nick Bennett - https://www.linkedin.com/in/nickbennett1/

Subscribe for more conversations on AI, GTM strategy, and real world execution.

go deep on the right accounts, understand the people involved, build relevance, align sales and marketing.

That's really at the concept of what it is.

The problem was execution.

Today, we have the ability to validate, fit faster, understand buying groups earlier, and personalize at scale without losing context.

So the idea didn't suddenly become better.

We just have, finally, more discipline in the data to actually do it the way that it should be done.

Like AI has really accelerated this.

And so

ways that I've seen it be impactful is it helps analyze patterns across wins and losses.

It identifies the traits strong customers actually share, and you can use it to spot accounts that look similar to your best customers.

And then the last thing I would say is like...

Today, we're talking to Nick Bennett, a B2B marketing guru who has spent years in-house at various companies before spinning out his own company and now helping lots of different companies execute on their marketing.

He's seen a lot and recently put out a post on LinkedIn (check out the show notes for that link) about how ABM is finally working in 2026.

I had to follow up and dive into what changed.

Of course, AI had a part of that story, but we wanted to learn how.

What is he seeing work successfully now?

What is the next big initiative companies will start working on?

And where does all this lead for sales and marketers?

So let's dive into that conversation.

But before we start, I just wanted to ask, if you like content conversations like this, please hover over that subscribe button and click on it.

See that thumb up and the like button?

Give it a prick right there on the thumb.

And if you hear anything in this conversation that you can relate to or have a question about, leave a comment.

With that, let's go.

Why do you say that account-based marketing is finally working?

What changed or what was the tweak that happened to kind of make you feel strongly on that?

What changed isn't the strategy.

It's the ability to execute it well.

I think that's kind of the big thing here.

Now, ABM always made sense in theory.

And again, like you said, for those out there, account-based marketing, there's account-based everything account.

sales, like everything can be account-based.

All it really is, targeted marketing.

Go deep on the right accounts, understand the people involved, build relevance, align sales and marketing.

That's really at the concept of what it is.

The problem was execution.

It used to rely on guesswork, spreadsheets, manual research, and teams tried to cover too many accounts without truly trying to understand any of them.

And I'm sure you've talked to companies before.

It's like, oh, I've got 5,000 ABM accounts.

No, you don't have 5,000 ABM accounts.

You're just doing marketing at that point.

And I think, you know, obviously there's tools out there and all of that, but today we have the ability to validate, fit faster, understand buying groups earlier, spot signal sooner, which

That's another whole conversation, the signal concept.

So the idea didn't suddenly become better.

We just have, finally, more discipline in the data to actually do it the way that it should be.

So just to kind of help people understand, I think you kind of set this up nicely, like if you're targeting 1000 clients or prospects or whatever, that is not account-based marketing, right?

But like,

Help me set up so people understand, what is the myth?

What have people really been screwing up or doing wrong that is starting to finally change?

I think part of the thing is the reason that it fails like it failed is because most teams treated it like a campaign instead of a strategy.

I think this goes into a larger discussion around who owns ABM, because in my case, I came up as a field marketer and event marketer for many years.

And so I was doing ABM before it was the cool thing to do.

But if you look at some of these

enterprise companies that are out here, they actually have ABM people, like that's their job, like director of ABM or VP of ABM.

Again, it varies company to company.

And I think when you go back to, hey, why does ABM feel like it's failing?

Like they built lists, they ran ads, they sent sequences, they called it ABM.

But in my opinion, and again, debate me on this if you want, but real ABM is about deeply understanding the specific accounts and the people inside them.

And the only way that you're going to do that is time, focus, and alignment.

And most teams skip that part.

They tried to scale before they earned the right to scale.

And I think that's an important piece.

And again,

I don't want to blame like ABM marketers out there for doing this wrong.

Like more than likely they're getting this from like senior leadership that also probably doesn't understand what ABM is.

And so I think like going back to like the reason why it failed is a piece of that.

But also when you go to like what do teams misunderstand about that piece of it?

Again, most teams thought ABM meant like fewer accounts, more personalization, fancy tech,

Please do not go out and spend $100,000 on a intent platform, ABM platform, without having a strategy in place.

What you really have to understand is 3 questions.

You need a clear definition of who matters.

You need a clear understanding of the problems inside of those accounts.

And you need a clear alignment between teams.

The execution part is actually where most teams have struggled.

But if you nail those three things

and you have the strategy built around that, you're going to be successful, or at least have the foundation to be successful.

So you talked about 3 things.

One is who, right?

Define that.

It's like, is that like, who is the customer, like who is the potential buyer, who is the champion, who is the decision maker, which we know are all kind of pieces of the sales equation.

I'm sure you kind of target all of them, but break that out a little bit more for people.

Yeah, so I think when you have to, like when you have a clear definition of who matters, it's not like just an ICP slide.

So what it means is like, which companies are truly a fit?

Which ones fail the problem right now?

Which ones are worth the deep investment?

And I think most teams define ICP for those listening like ideal customer profile too broadly.

They describe it by industry, sizes, job titles,

what that really does is it creates reach and not relevance.

So the real question that you have to ask yourself is, who are the companies where we can create the most value and where the timing makes sense?

And so again, then you could start to look at, great, there's the signals, maybe your product is going towards director plus, or maybe you need VP of marketing.

More than likely, it's not the CMO who's using your product.

So it's like, you know, hey, who are the champions?

How can we build the buying committee around that?

And so when you start to answer these questions, your account list actually gets smaller.

But it gets stronger because you stop treating every account the same and you start recognizing that some deserve real attention while others don't.

And again, that's really just targeted marketing at the end of the day.

But it can be seen as ABM.

Yeah, Well, I imagine from that who, those people, that's where the problem really comes out, right?

Which is funny because now you're talking about software development, product building, right?

What is the pain?

Like, how are we actually solving those problems, which I imagine leads into the content you're creating and how you're messaging them, right?

Exactly.

And I think that's where kind of most programs break.

Like teams understand their product.

They don't always understand the reality inside of the accounts that they're targeting.

It's not enough to know we help with pipeline or we improve efficiency.

You need to understand, and I've always thought of like these kind of like four things, like what pressure that company is under,

what leadership is focused on this year, what might be broken internally, and what teams are feeling that pain.

Two companies can look exactly identical on paper, but they can be in very completely different situations.

Like one of them might be trying to cut costs.

They're under pressure from the board because let's be honest, like the economy is terrible.

They're dealing with internal change.

The other

Although it looks the same on paper, like they might be hiring fast, they might be launching new initiatives, they might be open to investment.

So if you treat them the same, ABM actually turns into noise.

The deeper that you understand the real problems, the more that your outreach, your content, your conversations, they all feel grounded in reality instead of kind of like

generic copy and paste positioning.

It's funny because when I hear you describe that, it reminds me of some of my early days doing some sales myself and BANT, right?

The more things you needed in sales, budget, God, what is A.

Authority.

Authority to buy, the need, that's the pain, and then the T, the timing, right?

Like in everything you just said, there is a timing.

But the only way you learn, like, do you need this now or is this a six month process or whatever, is I imagine having some sort of conversation with them to like get that understanding.

I guess I'm leading you, I'm bringing you to the third thing you said of like the alignment between teams where you kind of need some sales communication and conversation to know marketing has all of this content, all of these workflows built.

We'll put them into this one, right?

And that's kind of leads into that last piece of that alignment between those two parties.

Exactly.

And trust me, whenever I joined a company, my biggest thing was how can I build relationships with sales so I'm not seen as just another marketer that's jamming stuff down their throat.

You want to be seen as a trusted advisor to their tool set.

And that's incredibly important to me.

Building relationship, incredibly important.

And trust me, I've seen the weak side of this.

I've seen the strong side of it.

When you have weak alignment, marketing is targeting one set of accounts.

And I'm sure for those that are listening have seen this.

Sales is focusing on another.

And success learns about the customer after the deal closes.

Terrible.

And trust me, I've been part of those organizations.

It's not good.

Now, when you think about what does strong alignment across those teams mean, everyone agrees on which accounts matter.

Everyone understands why those accounts matter, and everyone shares what they're learning.

And the biggest shift ultimately is this, like accounts stop being like marketing targets or sales prospects.

they start to become kind of like a shared priority.

But again, you can't do that without having conversations internally, different departments on a regular cadence.

Yeah.

People listen to this podcast are like, all right, this is all good.

This is account-based marketing.

But what the hell does any of this have to do with AI, right?

All the GTN professionals that listen to this podcast, they come and listen to learn about AI.

So I think we've kind of set the stage and kind of explained to everybody what is account-based marketing, kind of how it works.

Now I want to dive in with you of like,

How does AI fit into all of these three pieces?

Is AI the magic sauce?

It's kind of enabled this collaboration apart to you to get this deep data and information.

So talk us through some of that.

I think AI helps validate and not guess.

So like if you think about this before, like when you were kind of developing your ICP, it was built on like closed one deals, sales opinions, and a few case studies.

It was directionally right, but it was full of bias.

And I'm sure like, again, when I started doing like marketing and kind of ABM, it was just like,

these logos might look fun for the wall.

However, like AI has really accelerated this.

And so like ways that I've seen it be impactful is it helps analyze patterns across wins and losses.

It identifies the traits strong customers actually share, and you can use it to spot accounts that look similar to your best customers.

And then the last thing I would say is like, you can use it to highlight the accounts that look right, but historically don't convert.

So instead of saying like, we think this is our ICP, you can start saying,

the data shows these accounts behave like our best customers.

And just as important, it helps teams disqualify faster.

And I think that's a huge unlock for Focus, especially as you're starting to spin up these programs.

Interesting.

So talk us through, I'm curious, how do you go about doing that?

Is it you're feeding in all of the deal notes or is it more

you're having AI go out there and do lead prospect enrichment because it can go out and pull all of these data points that would take humans hours or some combination of both, or is there some other stuff that I'm not even thinking about?

I think you can build like custom GPTs around this and workflows around it.

Again, I guess it's dependent upon does your organization like allow

the use of AI, because you've got to connect systems and there's all that data and things like that.

Ultimately, you're giving AI contrast, and it's not just like, hey, listen, go do these things, but it's part manual.

automated kind of running in the background also saves you a ton of hours as long as it's connected to the right system.

So like you really have to feed it structure account data.

So like if you want to give AI traits that it can compare across accounts like your firmographics, operational, go to market, things like that, like you have to have the ability to put those things into the system and pull it correctly.

And then you also have to ask pattern questions.

You should be asking like what traits show up most in closed

on deals?

Which traits show up most in closed loss deals?

What do strong customers have in common?

Which traits appear in churned accounts?

Like, really, you're looking for clusters.

AI just helps it easier to spot those patterns.

Okay, that makes a ton of sense.

So is that where you could use AI to like, you know, tools like Gong or other call intelligence to like look through transcripts and look through that?

Or is it more of having reps ask specific questions that you know

piece out patterns or maybe you get to that point.

It seems like that might be some of the ways that you're actionably doing that, right?

I think you get to that point.

I don't think you start off at that point because I think like Gong or like any of those things can help you like, great, you've got the call recordings, you're feeding it into like a GPT or something like that.

You're pulling out all the things, you're starting to cluster a lot of the stuff that's coming from it.

You know what

pain points are important, things like that.

You can then ultimately build systems around that to get even deeper, look into your HubSpot or Salesforce or stuff like that and pull these reports so that like you're ultimately kind of saying like, great, I'm going to ask these questions.

It's going to pull from all of these different sources.

Like that's where I think things should get to.

But again, you can't just like jump into that and go from like 0 to 100.

Yeah, that makes sense.

And some of that you're probably going to intuitively know from sales leaders.

And hey, we close customers like this.

And then it's like, there's your hypothesis.

Now you can actually test it, right?

And you can get AI to help you run an analysis of that would previously have taken an ops person a week.

AI can go do it in an hour or something, right?

Yeah, it's time savings too.

And it's just like, the whole AI agents and building agents.

And again, I haven't dabbled in that as much.

It's something I want to learn more about in 2026.

But I know some people that are running agents to basically just operate all of their workflows of across some parts of marketing.

And I'm like,

I just want to learn more about that because I think I'm just at the tip of the iceberg, but I could be doing so much more with it.

And I understand concept wise how it should work, but I just haven't built anything.

It's funny, like the realization there, right?

It's like, we all know people that are doing that, but I think we're all in that same boat of like, okay, I conceptually know how to do it.

Now I've just got to go do some of that.

You got to find the time too, because especially if you haven't done it before, like you can go down rabbit holes and it's like,

before it, you've wasted hours or days or weeks.

And it's just like, I mean, it's tough when you're doing your own thing.

You got like work you need to do too.

It's like, you can't just stop doing that and just be like, I'm going to go over here.

So yeah, you got to just kind of like take bits and pieces of it.

But it feels like that's a huge on a lot for teams that really invest in it, right?

Like,

Is there anything else that, I'm just kind of throwing this out there, because to me, it seems like one of those probably top five things that an ops team could be doing to really do better business and close more business, right?

Is there anything else like that, they could be investing their time in that just, maybe they're not because they're uncertain or they're just not figuring, you know what I mean?

Like, I get it.

Like, I understand conceptually everything you're doing too, but I haven't done that.

There's ops people that want to learn this, but I think it goes back to the same situation we're all dealing with, like time.

Everyone has a million projects to work on.

The job has to get done.

Am I going to really be able to carve out 10 hours this week to just learn a little bit more about AI?

And I think the companies that empower their employees from a learning and development standpoint are going to be the most impactful because they're giving them the time and the space to learn these things.

But

Most companies are doing that.

So here you go, anybody that's out there listening, here's your hackathon.

Go stand this up.

But I'm also thinking like, we hadn't even really got to the other, the obvious low-hanging superpower of AI, which, you know, yes, it's a lot of slop, but it's a content creation piece, right?

And if you know, if you've got the right targeted list, it's probably pretty easy to, well, I say it's easy, it's not as easy because it gives it a lot of slopping.

who hasn't gotten one of those emails that like says, brackets first name is somewhere in the body bracket interest because an AI generated it out and didn't actually swap in the variables.

So talk to me a little bit more about that.

Are you started playing or have you seen anybody that's now taking these targeted lists and thinking about how they're going to, and knowing these pain points and knowing all these data and doing a lot more strategic and crafted?

messaging at scale that's completely bespoke and custom.

Yeah, so there's a tool out there that I'm using with one of my clients, and I won't mention them, but this is what they're doing.

And so basically, I'm able to leverage across a variety of different things, like events, ABM, promotions, stuff like that.

And

I've fed it so much from a content perspective.

Basically, I was like, here's all our case studies, here's all of our reports, research and reports, here's our white papers, here's sales calls.

And so their AI learned the entire system.

And what it does is like, based on what's in like Salesforce, it will trigger basically into SalesLoft conversations that AI will then write.

And like these AI written emails

are so good that if I was to look at them, and I get a lot of emails, like I wouldn't be able to tell that they were written by AI if I didn't know.

Like in the amount of meetings that it's already booked for the BDR team is crazy.

And again, they don't do anything.

It's all they have to do is click send once it pops into their SalesLoft account and just

make sure it looks good.

They don't edit any of the content.

And that's how good it is that they don't even have to edit anything.

They can, but they just choose not to.

Yeah, because it's so good.

It's so spot on that like the e-mail that's written from a sales perspective is just so, good that like they have no need to.

Yeah.

Okay.

So my mind's racing a couple different places.

All right.

This is gold here.

So one,

It sounds like you're still keeping humans in the loop because there's still that trust factor of like, all right, we actually want to read it to make sure it's not slop.

Exactly.

But you've got to that point where we're not even needing to edit it because it's actually so good.

One, how much longer do you think a team like that keeps human in the loop before they just say, you know what, let this thing just run.

So we've actually talked about that.

I think our plan is to like,

look at it for about two months, because again, we're sometimes adding a few new pieces of content that comes out.

Maybe there's a new webinar that we're doing or whatever it is.

We're going to look at it for two months before we introduce anything else.

And we're just going to kind of run it on autopilot, approve it.

After the two months, like we feel pretty good that like,

It will just run in the background and it will just constantly be on.

Now, if we add like different types of campaigns that we're gonna run, we'll obviously go back to kind of just like making sure things are reviewed.

But like if we know, hey, these three campaigns that are kind of like an always on type thing, this have run for two months.

This is a success.

Like we know what was edited.

If anything, like if two months from now it's still running as well as it does now, like the BDRs just won't even look at it.

will just constantly just send in the background booking meetings.

for them.

Nice. Wow. So I guess the other thing that we should probably dig into this is that's only successful because of all the context and essentially what I've been starting to call onboarding that you've been doing of the system. And if you don't have a foundation of great case studies, e-books, white papers, and blog content that can be fed into this thing that's targeting that audience,

you can't really do unlock that superhuman mode at all, right?

Exactly. Yeah. I mean, just like anything, it's only as good as what you put into it. And if what you put into it is crap and it's like AI generated, then you're going to get out even worse replies. But if you put in solid content, solid parameters, guardrails, all of those things, your output is going to be fantastic. And again, we spent like weeks

Putting in content, working on the guardrails, making sure that everything was in a really good spot versus just saying, Oh, we're just gonna throw it in, hope for the best. Like, we did a very deep, deep, deep research into perfecting this before we actually rolled it out.

Nice.

Now I understand why ABM is working, right? Because you're able to have these custom conversations at scale. But now you've also got me thinking, all right, let's go back to the other piece. Now that you've got all this, any idea how much better you think these outreach and these communications could be if you've done the intro part of really understanding the who and having

kind of that metadata all set up properly around the businesses and the customers and the prospects.

Huge, huge unlock. But again, I think it comes back to bandwidth as well. Like again, it's like you can only do so much, but I think there's obviously like iterations and like revisions that you can do to get better over time.

Yeah, I mean, I'm sure there's way more unlocks that I'm even thinking about that will end up popping up, but it's like, you got to kind of slow down at that point. And when you're moving so fast, sometimes it's hard to do that. But again, if you can prove success out, it's probably worth it to slow down.

So what do you feel like should never be automated in kind of some of these ABM outreach messages? Is there any of those follow-ups or communications or pieces that doesn't get to the point? I mean, obviously, you're probably not going to have it send out contracts and stuff like that.

What other pieces do you still feel like need, maybe not even human in the loop, but the whole human fully involved?

Yeah, I mean, it's tough. Like I think of like even like PLG motions at companies. Like I think that you could run like, if you fine tuned like an outreach from an AI perspective,

drove it to an interactive demo. So it was like a sales rep isn't needed because you're just giving them an interactive demo or a tour of what the product is. And then at the end of it, like they could just swipe and like check out. Now again, obviously that only works, you know, for certain products and things like that. But like when I think of like, you know,

maybe it's like 60,000, $70,000 software. I think that you could basically automate those first two things. And then once it gets to legal revisions, contract, those types of things, that's where obviously I think a real person needs to be in. But I think that we could automate with human kind of overlook a lot of the other pieces.

Well, and I imagine I have a hard time seeing we get there anytime soon, but somebody's not going to, for example,

spend $60,000 on a contract, like you mentioned, without having a conversation with at least one person on the team, right? A little bit of human relationship rapport building. But to your point earlier, it sounds like if this thing is setting up more and more of those calls and sales reps are able to spend more time on a phone in those conversations and less sending out and writing emails, like that's a huge win.

100%, yeah. And it's just like, everyone always asks, like, how do you scale like personalization? It's just like, I think this is a piece of

piece of it, but again, it's just like, you gotta, you gotta test, you gotta test, you gotta test to be able to get it in the right spot. So it doesn't sound like everything else that's out there.

Yeah. So how do you think this piece has like changed the way that team measures things then? Like, have you, do you measure things on different levels? Because now it's not necessarily on the number of emails they send out. Maybe it's more the number of time they spend on calls, the number of

conversions or has that started to change some of those metrics or some of the

signals? it hasn't changed it yet. Like we're still trying to honestly figure it out because it's very new to us. We weren't even sure that this was going to work the way that we thought it was going to work. So like I think

within a month, we'll probably change some of those things, but right now it's very much just like learning, like figuring out like what's working, what's not working, where can we make tweaks and like get people's actual feedback into, hey, is this actually resonating with your prospects?

Yeah, so it sounds like it kind of almost, it's almost like worked better than y'all thought.

Yeah, and again, like, you know,

It's, I'm sure there's more companies that are going to pop up that are similar to this. And you have that whole like out there, like the AI SDR, like you don't even need a SDR, like SDRs or BDRs, like AI will just do it for you, which I don't actually agree with, because I think that like there's a big difference between like automating all that and automating content and having a real person behind it. You can like pick up a phone. So yeah, it'll be it'll be interesting to see

how it evolves over time.

Yeah. What do you think that AI causes some maybe false confidence in account-based marketing?

I think that the data is actually correct. So like again, if you're pulling from your CRM or your marketing automation platform or wherever your sources are, like,

If the data's not correct, your output's not going to be correct either. It's just like that can cause like bigger issues if there's no overlook on top of it. Because I mean, let's be honest, like sales reps are lazy, sometimes marketers are lazy, like sometimes the data isn't always as cleanly as it should be. So it's like,

Sometimes you just don't know like, hey, these are all the like downstream effects that like crappy data is going to lead to. And it could be your outreach and you're sending outreach to a key account that you just have the wrong info in there for whatever reason and you turn that person off and they'll never buy from you.

There's no real way to fix that at that point because you've already lost the trust.

Exactly.

Where do you think this stuff goes next?

I think it's just going to be harder to determine what's AI written and what's not AI written.

And I know there's so many tools out there, but I think it's just, I think it's going to get better at becoming a real person. And obviously, the M dash, it's like there is little giveaways of sometimes like what's written by AI, but I think that's just going to get so hard to decipher between the two that like, you're like, I don't know, was this written by a real person? Was this not? Does it really matter at that point if it resonates with me?

Yeah,

Yeah, I don't know that I worry so much if it was written by a real person as much as I'm like, are we able to still write as humans? To me, that's the more existential like worry, but that's.

Exactly.

Maybe that doesn't matter as much. Yeah. Could be. I guess, Nick, as we're kind of starting to wrap up here, this is, I think this has been really enlightening, but like, what have I not asked? Or what, kind of on this kind of ABM playbook

How else do you want people to start thinking about it or knowing or kind of considering as they start doing this or doing it better or doing it right?

I think if you're thinking about automation in 2026 and kind of what becomes automated, I think there's really four things. If you want to go down this path of AI, what can we automate? I think it's data gathering.

I think it's research prep, I think it's signal detection, and I think it's early personalization layers. Like the prep work gets easier. So it's like if you can leverage automation or AI for those things, it makes your prep get a lot easier. And then like what becomes more human? Judgment.

storytelling, relationship building, trust creation. Buyers want to feel understood. Technology can support that, but it should never replace that.

Because when I hear you say it that way, it's actually really hopeful. Because it's like humans are doing less of the robotic stuff anyway. In this example, sales reps are doing less of putting stuff into CRM and more time like

building relationships and talking to products and or prospects and understanding pain and overcoming objection and stuff, which most people enjoy doing that

kind of stuff, right? 100%.

I think the best leaders, as you think about all the upcoming marketing leaders, the best leaders won't just run plays. They will do pattern recognition. They'll have curiosity about customers, which curiosity around customers and just curiosity in general as a whole, you can't

always teach that. And I think the ability to translate insight into action is going to be another thing that's going to differentiate people. And the last thing, which we kind of talked about earlier, is like cross-team alignment. They'll interpret what's happening inside accounts and they'll adjust fast because they're doing all of those things.

Yeah, It's interesting you say that because that's like the third time you said that. And it gets me thinking back of more of this whole go-to-market orchestration that has to happen across it.

And whether that's an ops team, right, or it's some sort of an AI that has context across the whole channel, that seems like the big unlock that companies really need to start thinking about too. Nice.

Nick, tell everybody, how could they find you if they've got questions that they want help doing any of this stuff, that they want to connect with you? What's your lat long? What's the way to connect with you?

Yeah, find me on LinkedIn. You know, probably the easiest way. Shoot me a DM. Happy to chat. Always open to jamming about stuff like this. I find it very, very interesting. So reach out. I don't bite. But yeah, LinkedIn, best place to find me.

Love it. I love it. All right, I'm going to give you the closing. Anybody out there that, you know, if you like this kind of stuff,

Please like, subscribe, leave comments, tell us what we're missing, argue with us. We like to hear that kind of stuff, but I'm going to leave it to you, Nick, in the closing. What is the final takeaway you want to lead with people in all this?

There's ways to leverage AI in automation and account-based marketing in 2026, but you still need the foundational strategy to be able to be there. Go back to the foundations,

Go back to building relationships. Go back to what targeted marketing at ABM was years ago, and then layer on AI and automation and all of these things. You don't have to overcomplicate it, yet, since somehow people always do. Keep it simple, and I promise you that you'll make an impact.

Love it. All right, people, go get your ducks in order. Nick, thank you so much for this conversation. Until everybody, we'll talk to you next time.