Crafting an Account-Based Marketing Strategy with AI

Joana Inch

I’ve spent the last 20 years in digital marketing, most of it in B2B technology and SaaS. Somewhere along the way I became slightly obsessed with how companies actually grow. I don’t mean the polished version you see in conference keynotes. I mean the real mechanics: how go-to-market strategy gets built, how demand is created and captured, and why some companies scale while others stall. Two decades of working through product launches, market shifts, new channels and plenty of experiments that didn’t go to plan have taught me that growth is rarely about one clever campaign. It comes from systems: the right data, the right architecture and teams who understand how every part of the engine connects. Most of what I know, I learned by doing it, getting some of it wrong, and working out why. These days that curiosity has led me into go-to-market engineering, data architecture and AI-driven marketing systems. That’s where marketing is heading, and I think it’s one of the most exciting shifts our industry has seen. I’m particularly interested in how teams can use these tools to work smarter and build growth that holds up, without adding more noise. I also care a lot about passing on what I’ve learned. I like helping marketers make sense of a landscape that changes every week, whether that’s untangling a go-to-market challenge, thinking through how to structure data or working out where AI actually adds value. If you’re building something, trying to grow or just want to compare notes, I’m always up for a good conversation.