--- title: "Webinar | Supercharge your ABM: How AI is creating opportunities in sales and marketing" description: Explore how AI is creating opportunities in sales and marketing image: https://blog.som.cranfield.ac.uk/hubfs/Matt%20Wilkinson%20thumbnail.jpg --- [![Marques-SoM](https://blog.som.cranfield.ac.uk/hs-fs/hubfs/CGMD%20Blog/Images/CGMD%20Images/Logos/Marques-SoM.png?width=1&name=Marques-SoM.png)](http://www.cranfield.ac.uk/som) [![Marques-SoM](https://blog.som.cranfield.ac.uk/hs-fs/hubfs/Marques-SoM.png?width=85&name=Marques-SoM.png)](http://www.cranfield.ac.uk/som)   - [Home](https://blog.som.cranfield.ac.uk/knowledge) - Featured - [CEO Summit](https://blog.som.cranfield.ac.uk/knowledge/tag/ceo-summit-2021) - Categories - [Changing World of Work](https://blog.som.cranfield.ac.uk/knowledge/tag/changing-world-of-work) - [Digital Transformation](https://blog.som.cranfield.ac.uk/knowledge/tag/digital-transformation) - [Economics](https://blog.som.cranfield.ac.uk/knowledge/tag/economics) - [Entrepreneurship](https://blog.som.cranfield.ac.uk/knowledge/tag/entrepreneurship) - [Finance and Accounting](https://blog.som.cranfield.ac.uk/knowledge/tag/finance-and-accounting) - [Implementation](https://blog.som.cranfield.ac.uk/knowledge/tag/implementation) - [Leadership](https://blog.som.cranfield.ac.uk/knowledge/tag/leadership) - [Logistics and Supply Chain](https://blog.som.cranfield.ac.uk/knowledge/tag/logistics-and-supply-chain) - [Organisational Behaviour](https://blog.som.cranfield.ac.uk/knowledge/topic/organisational-behaviour) - [Organisational Resilience](https://blog.som.cranfield.ac.uk/knowledge/topic/organisational-resilience) - [Strategic Marketing and Sales](https://blog.som.cranfield.ac.uk/knowledge/tag/strategic-marketing-and-sales) - [Strategy](https://blog.som.cranfield.ac.uk/knowledge/tag/strategy) - [Sustainability](https://blog.som.cranfield.ac.uk/knowledge/tag/sustainability) - [Executive Development](https://blog.som.cranfield.ac.uk/knowledge/tag/executive-development) - Content - [Articles](https://blog.som.cranfield.ac.uk/knowledge/tag/article) - [Whitepapers](https://blog.som.cranfield.ac.uk/knowledge/tag/whitepaper) - [eBooks](https://blog.som.cranfield.ac.uk/knowledge/tag/ebook) - [Podcasts](https://blog.som.cranfield.ac.uk/knowledge/tag/podcast) - [Webinars](https://blog.som.cranfield.ac.uk/knowledge/tag/webinar) - [Videos](https://blog.som.cranfield.ac.uk/knowledge/tag/video) - Programmes - [Open Programmes ↗](https://www.cranfield.ac.uk/som/open-executive-programmes) - [Customised Programmes ↗](https://www.cranfield.ac.uk/som/executive-development/consultancy-and-custom-solutions) - [MBA Programmes ↗](https://www.cranfield.ac.uk/som/cranfield-mba-programmes) - [Master's Apprenticeships ↗](https://www.cranfield.ac.uk/som/management-and-leadership-masterships) - [The Blog](https://blog.som.cranfield.ac.uk/execdev) [![JOIN THE KNOWLEDGE HUB](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/417879/b9b69d4d-7ced-4ee8-bd11-b66d3bd4d1b7.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/417879/b9b69d4d-7ced-4ee8-bd11-b66d3bd4d1b7) ### Subscribe you blog for exclusive insights. ![](https://blog.som.cranfield.ac.uk/hubfs/Matt%20Wilkinson%20thumbnail.jpg) read # Webinar | Supercharge your ABM: How AI is creating opportunities in sales and marketing By Strategic Marketing Forum ##### Artificial intelligence is changing the nature of account based marketing (ABM) and has a direct impact on the buying journey. ---   ABM involves targeting specific accounts with a set of sales and marketing activities.  There is a lot of talk and hype about AI and its dangers, but there are significant opportunities too, especially in the marketing and sales process. In this webinar, Dr Matt Wilkinson will explain ABM, and how and where AI fits in to maximise impact. - Overview of ABM in practice. - The ABM buying journey. - How and where in the ABM process AI can supercharge your efforts. Matt is 'a recovering scientist turned marketer' and has spent the past two decades working in the life science and technology space.  He works with life science and technology companies at the intersection of sales, marketing, technology, and innovation.   [![WATCH NOW](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/417879/3b93bed5-d5aa-43ec-8af3-98f191d843fc.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/417879/3b93bed5-d5aa-43ec-8af3-98f191d843fc)     ---   Speaker [Dr Matt Wilkinson](https://www.cranfield.ac.uk/som/people/matthew-wilkinson-24112300)  - Visiting Fellow at Cranfield School of Management This webinar is presented by Cranfield's [Strategic Marketing Forum](https://www.cranfield.ac.uk/som/research-clubs/strategic-marketing-forum).   Tags: [KAM](https://blog.som.cranfield.ac.uk/knowledge/tag/kam), [webinar](https://blog.som.cranfield.ac.uk/knowledge/tag/webinar), [strategic marketing and sales](https://blog.som.cranfield.ac.uk/knowledge/tag/strategic-marketing-and-sales) ### Related Articles ## [The Adoption of Artificial Intelligence in Key Account Management](https://blog.som.cranfield.ac.uk/knowledge/the-adoption-of-artificial-intelligence-in-key-account-management) *( read )* Topics: [KAM](https://blog.som.cranfield.ac.uk/knowledge/tag/kam), [webinar](https://blog.som.cranfield.ac.uk/knowledge/tag/webinar), [strategic marketing and sales](https://blog.som.cranfield.ac.uk/knowledge/tag/strategic-marketing-and-sales) ## [Webinar | The Role of Business in Improving Women's Safety in the Night-Time Economy](https://blog.som.cranfield.ac.uk/knowledge/webinar-womens-safety-in-the-night-time-economy) *( read )* Topics: [KAM](https://blog.som.cranfield.ac.uk/knowledge/tag/kam), [webinar](https://blog.som.cranfield.ac.uk/knowledge/tag/webinar), [strategic marketing and sales](https://blog.som.cranfield.ac.uk/knowledge/tag/strategic-marketing-and-sales) ## [eBook | Redefining the relationship between sales and marketing](https://blog.som.cranfield.ac.uk/knowledge/redefining-the-relationship-between-sales-and-marketing) *( read )* Topics: [KAM](https://blog.som.cranfield.ac.uk/knowledge/tag/kam), [webinar](https://blog.som.cranfield.ac.uk/knowledge/tag/webinar), [strategic marketing and sales](https://blog.som.cranfield.ac.uk/knowledge/tag/strategic-marketing-and-sales) [![Cranfield Executive Development](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/417879/067dcce1-30b3-4ffc-9e52-2ea5380efc32.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/417879/067dcce1-30b3-4ffc-9e52-2ea5380efc32)    [![New call-to-action](https://hubspot-no-cache-eu1-prod.s3.amazonaws.com/cta/default/417879/74bbdbd7-2f95-455b-89b1-5a723e463604.png)](https://hubspot-cta-redirect-eu1-prod.s3.amazonaws.com/cta/redirect/417879/74bbdbd7-2f95-455b-89b1-5a723e463604) [![cranfieldexecutivedevelopmentlogo](https://blog.som.cranfield.ac.uk/hs-fs/hubfs/cranfieldexecutivedevelopmentlogo.png?width=300&name=cranfieldexecutivedevelopmentlogo.png)](https://www.cranfield.ac.uk/som/executive-development) - - - - - - © Cranfield Management Development Ltd - **[execdev@cranfield.ac.uk](mailto:execdev@cranfield.ac.uk)  ·  [+44 (0)1234 754500](tel:+44%20(0)%201234%20754500)**  ·  [Privacy Policy](https://www.cranfield.ac.uk/som/privacy-policy)