Integrating AI and ABM frameworks for smarter account decisions

Building momentum

We were tasked with demonstrating the practical value of AI-driven account selection and engagement. Fujitsu supplied a library of data types and sources, representing a rich mix of 1st and 3rd party account and stakeholder insights.

The goal was to prove that combining AI expertise with ABM best practices could deliver actionable, data-driven recommendations. Fujitsu set three 'exam questions' to test the AI’s ability to assess account attractiveness, identify business challenges, and recommend tailored engagement strategies.

Our engagement

We designed and deployed a custom AI agent on our Agentic AI platform to interrogate Fujitsu’s diverse and extensive data set and address the three core exam questions. We set up the solution and tested it in a secure, private workspace dedicated exclusively to Fujitsu.

By integrating MomentumABM's proven ABM frameworks, we ensured best-practice alignment throughout. We developed a dynamic scoring and reporting model to evaluate account attractiveness and business strength, enabled scenario analysis with flexible weighting to reflect changing priorities, and delivered actionable outputs and executive summaries for every target account.

Key outcomes

• Account prioritization: The AI agent provided clear, data-backed recommendations on which accounts Fujitsu should prioritize, based on a rigorous assessment of attractiveness and business strength.
• Business challenge Identification: For each account, the AI surfaced the most relevant business challenges and mapped these to Fujitsu’s offerings, demonstrating a deep understanding of client needs.
• Tailored engagement strategies: The agent generated credible, account-specific value propositions and marketing initiatives, proving its ability to support dynamic, data-driven ABM planning.

"MomentumABM's expertise alongside their cutting-edge Agentic AI, combined with our rich, structured and unstructured data, created a powerful synergy for us. This great PoC didn't just prioritize accounts; it yielded actionable insights, specific plays, and engagement strategies. It's a splendid combination that clearly demonstrates the game-changing power of gen AI in modern ABM."

Andrea Clatworthy
Director, Head of Europe Marketing Transformation