How AI Agents Are Transforming B2B Lead Generation B2B lead generation is undergoing a significant transformation as businesses increasingly adopt artificial intelligence (AI) to identify, engage, and qualify potential customers. Among the latest developments, AI agents are emerging as powerful tools that can independently perform tasks, analyze data, interact with prospects, and support sales teams throughout the lead-generation process. Unlike traditional automation tools that follow predefined workflows, AI agents can analyze information, make decisions, and adapt their actions based on changing circumstances. This capability is helping B2B organizations create faster, more personalized, and data-driven lead-generation strategies. Automating Prospect Identification One of the biggest challenges in B2B marketing is finding prospects that match an organization's ideal customer profile (ICP). AI agents can analyze large volumes of business data, including company information, job roles, industry activity, website behavior, and engagement signals. By combining these signals, AI agents can identify accounts that are more likely to have an active need for a product or service. This allows marketing and sales teams to focus their efforts on high-potential prospects instead of manually researching thousands of companies. Improving Lead Qualification Lead qualification traditionally requires sales and marketing teams to review prospect information and determine whether an individual or account is worth pursuing. AI agents can accelerate this process by evaluating behavioral and firmographic data. For example, an AI agent can assess whether a prospect has visited important product pages, downloaded content, attended webinars, or demonstrated other buying signals. Based on these activities, it can prioritize leads and route qualified prospects to the appropriate sales representative. This creates a more efficient connection between marketing and sales teams. Delivering Personalized Engagement Personalization has become increasingly important in B2B marketing. Generic emails and repetitive messaging often fail to capture the attention of decision-makers. AI agents can help organizations deliver personalized communications based on an account's industry, business challenges, previous interactions, and stage in the buying journey. They can assist with creating email messages, recommending relevant content, and determining when a prospect should receive additional communication. This enables businesses to scale personalized engagement without requiring marketers to manually create every interaction. Supporting Account-Based Marketing AI agents are also strengthening Account-Based Marketing (ABM) strategies. ABM requires organizations to identify valuable accounts and coordinate personalized campaigns across multiple stakeholders. AI agents can monitor target accounts for changes such as new executives, product launches, funding announcements, hiring activity, or other business developments. These signals can help marketers identify when an account may be entering a new buying cycle. AI-powered insights can therefore make ABM programs more responsive and proactive. Enabling Faster Sales and Marketing Decisions Another major advantage of AI agents is their ability to process information continuously. Instead of waiting for periodic reports, marketing and sales teams can receive insights as new data becomes available. AI agents can highlight accounts showing increased engagement, identify leads requiring follow-up, summarize prospect interactions, and recommend potential next actions. This can reduce the time sales representatives spend on administrative activities and allow them to concentrate more on relationship building and revenue-generating conversations. The Future of B2B Lead Generation AI agents are moving B2B lead generation from manual, campaign-driven processes toward intelligent and continuously optimized engagement. Their ability to analyze data, identify buying signals, personalize interactions, and support sales decisions can significantly improve the efficiency of modern revenue teams. However, successful adoption requires more than simply implementing an AI solution. Organizations need reliable data, clear ICP definitions, strong privacy practices, and human oversight to ensure that AI-generated decisions and communications remain accurate and relevant. As AI agents become more capable, they are likely to play an increasingly important role across lead generation, ABM, demand generation, sales development, and revenue operations. Businesses that combine AI-driven intelligence with human expertise can create more targeted customer experiences while building a scalable foundation for B2B growth. Read More: https://suretaas.com/

Metricform Unveils Narrative Formation Intelligence Platform Metricform announced the official launch of its narrative formation intelligence platform, designed to detect and interpret emerging narratives as artificial intelligence transforms how consumers discover and evaluate brands. “We designed Metricform to give companies clarity into how narratives are forming in real time so they can act before those narratives define them,” said Lindsey Aliksanyan, founder and CEO of Metricform. “AI is changing how decisions are made, and it’s no longer about who ranks first in search, but who is understood and trusted by the systems delivering answers.” Moving Beyond Traditional Social Listening The platform moves beyond traditional social listening tools by analyzing the broader public conversation rather than a limited portion of it. Metricform tracks news, social platforms, forums, reviews, and AI-generated answers as one connected discussion. It identifies how claims cluster into narratives gaining momentum and explains why those narratives are developing, with each finding linked to its source. The platform also works across markets and languages. For example, a query about sneaker trends in Egypt can return a clear narrative with key topics identified, regardless of the languages represented in the conversation. “The same piece of information is worth very little once everyone has it, and a great deal while no one else knows it yet,” said Tim Mitchell, chairman of Adam Smith International and an investor in and advisor to Metricform who led strategy and M&A at Kroll through its sale to Marsh & McLennan. “Our industry spent 25 years moving from responding to problems to preventing them, and Metricform is the fullest realization of that shift I have seen. When you understand how a narrative is building before anyone else does, you are free to act while others are still hesitating, whether that means seizing an opportunity or stepping back from the edge of the cliff. Understanding risk is what lets you take more risk.” Read More: https://theabm.info/metricform-unveils-narrative-formation-intelligence-platform

Ogury Names Nadav Perry as CRO Americas Ogury, the global adtech company powered by Persona Intelligence. Read More: https://theabm.info/ogury-names-nadav-perry-as-cro-americas

Keeper Security Names Jessica Krowel and Bill Grabner to Lead North American Sector Sales Keeper Security, the leading zero-trust and zero-knowledge identity security platform, announced the appointment of Jessica Krowel as Senior Vice President of North America Sales, Private Sector, and Bill Grabner as Senior Vice President, Public Sector. Both executives will support Tim Strickland, Chief Revenue Officer, as Keeper continues to strengthen and scale its go-to-market leadership. These key talent acquisitions come on the heels of Gartner® recognizing Keeper as the second fastest-growing competitor in its Market Share Analysis: Security Software, Worldwide, 2025 report. New Go-to-Market Leadership Jessica Krowel brings almost 20 years of go-to-market leadership in identity and access management. She spent 14 years at CyberArk, rising through the ranks to Global Vice President of Inside Sales and Chief of Staff to the Go-to-Market (GTM) organization. Most recently, she served as Vice President of Global Sales Development at Delinea. Bill Grabner brings more than two decades of federal and public sector sales leadership. Most recently, he served as Senior Vice President and General Manager at JMA Wireless, with prior leadership roles at Ribbon Communications, Cisco and BroadSoft. ABM Insights: Optimove Announced the Introduction of the New OptiGenie Krowel and Grabner will support and scale Keeper’s GTM teams across key regions to address demand across: Midmarket organizations Large-scale enterprises Federal organizations Accelerating Keeper’s Growth Last year, Keeper grew its revenue 53.4% in 2025, more than three times the security software market’s overall average of 15.5%, ranking second only to Google in Gartner’s analysis. The $111 billion worldwide security software market grew steadily last year, and Gartner attributed the top performers’ growth in part to platform consolidation and organizations replacing fragmented point solutions with unified platforms. “The cybersecurity market is seeing an unprecedented inflection point with the advent and widespread adoption of AI technologies,” said Tim Strickland, Chief Revenue Officer of Keeper Security. “With Jessica and Bill onboard, Keeper is poised to continue accelerating its rocketing growth as organizations seek identity security solutions that harness the power of AI to protect against existing human risks and emerging agentic AI threats.” Read More: https://theabm.info/keeper-security-names-jessica-krowel-and-bill-grabner-to-lead-north-american-sector-sales

Predictive Lead Scoring: Turning Data Into Smarter B2B Sales Decisions Predictive lead scoring is a data-driven approach that helps businesses identify which prospects are most likely to become customers. Instead of relying only on fixed rules such as job title, company size, website visits, or email engagement, predictive lead scoring uses historical customer data, behavioral signals, and machine learning to determine the likelihood that a lead will convert. For B2B organizations managing thousands of prospects, predictive lead scoring can make marketing and sales efforts more focused, efficient, and measurable. What Is Predictive Lead Scoring? Traditional lead scoring assigns points to leads based on predefined criteria. For example, downloading a whitepaper might earn 10 points, while requesting a product demo could earn 30 points. Although useful, this approach depends heavily on assumptions made by marketing teams. Predictive lead scoring uses data from existing and previous customers to identify patterns associated with successful conversions. Algorithms analyze factors such as company characteristics, online behavior, engagement history, purchase patterns, and interactions with marketing campaigns. The system then assigns a score based on how closely a prospect matches the characteristics of leads that previously converted. How Predictive Lead Scoring Works The process generally begins with collecting data from CRM systems, marketing automation platforms, websites, email campaigns, and other customer touchpoints. Historical data is then analyzed to identify common characteristics and behaviors among successful customers. Machine learning models use these patterns to evaluate new leads. A prospect that demonstrates behaviors similar to previous high-value customers may receive a higher predictive score. As additional data becomes available, models can be updated to improve their predictions. This allows organizations to adapt their lead qualification process as customer behavior and market conditions change. Key Benefits for B2B Marketing One of the biggest advantages of predictive lead scoring is improved sales prioritization. Sales teams can focus their time on prospects with stronger conversion potential instead of treating every lead equally. It can also improve marketing efficiency. Marketing teams can create targeted campaigns for different lead segments based on their predicted likelihood of conversion. High-potential prospects may receive personalized content, while lower-scoring leads can remain in automated nurturing campaigns. Predictive scoring can also help improve alignment between marketing and sales. Both teams can work from data-driven indicators rather than relying solely on subjective opinions about lead quality. Predictive Lead Scoring and Account-Based Marketing Predictive lead scoring can be particularly valuable in Account-Based Marketing (ABM). Instead of evaluating individual contacts alone, businesses can analyze accounts based on factors such as firmographics, engagement, buying signals, and similarities to existing customers. For example, if companies in a particular industry, revenue range, and technology environment have historically generated high-value deals, similar accounts can be prioritized for ABM campaigns. This enables marketing teams to concentrate resources on accounts that demonstrate the strongest potential. Challenges to Consider Predictive lead scoring is not automatically accurate. Poor-quality, incomplete, or outdated data can reduce model effectiveness. Businesses also need sufficient historical data to identify meaningful patterns. Organizations should regularly evaluate scoring models and compare predictions against actual conversion results. Human judgment remains important, particularly for complex B2B buying processes involving multiple decision-makers. The Future of Predictive Lead Scoring With the growing use of artificial intelligence and automation, predictive lead scoring is becoming an increasingly important component of modern B2B demand generation. AI-powered systems can process larger datasets, recognize changing buying signals, and help marketers deliver more personalized experiences. Ultimately, predictive lead scoring is not about replacing salespeople or marketers. It is about giving them better information to make faster and more informed decisions. When combined with strong CRM data, effective content, marketing automation, and ABM strategies, predictive lead scoring can help organizations identify high-value opportunities and build a more efficient revenue pipeline. Read More: https://suretaas.com/

Zenapse Named 2026 Conversion Rate Optimization Solution of the Year Zenapse, the agentic marketing platform built on emotionally intelligent AI, announced that it has been recognized as the 2026 MarTech Breakthrough “Conversion Rate Optimization Solution of the Year,” marking the third consecutive year the company has received the honor. The annual program, now in its ninth year, attracted more than 4,000 nominations globally and recognizes standout innovation across the marketing, sales, and advertising technology landscape. The three-peat recognition underscores the sustained commercial traction of Zenapse’s core technology: its Large Emotion Model (LEM), a proprietary AI trained on more than 30 billion data points and calibrated across 83 psychographic dimensions. Unlike conventional MarTech tools that track behavioral signals, the LEM decodes the emotional and subconscious intent behind each visitor interaction — then acts on it instantly, personalizing headlines, imagery, messaging, and calls to action in real time to maximize conversion. “Agentic AI with the emotional intelligence to understand what is important to consumers and the tools to personalize experiences is a breakthrough platform for marketers that need to increase revenue, profit, and overall marketing performance,” said Matthew Bernardini, CEO and Co-Founder of Zenapse. “With 95% of consumer decisions being fast, intuitive, and emotionally driven, marketers can no longer afford to use tools that only see the click — not the human behind it. This recognition reflects the real, measurable impact our platform delivers for enterprise marketers every day.” Read More: https://theabm.info/zenapse-named-2026-conversion-rate-optimization-solution-of-the-year

AI Customer Engagement Platform Iterable Names Teri Hatfield CRO Iterable, the AI customer engagement platform, announced the appointment of Teri Hatfield as Chief Revenue Officer (CRO). Hatfield, an enterprise software industry veteran with more than 25 years of experience driving high-velocity sales, data analytics, and AI-driven growth, will oversee the company’s worldwide revenue and go-to-market (GTM) strategy. In this role, she will lead global sales, customer success, commercial segments, and partner channel organizations to accelerate enterprise-grade scale and durable business growth. Hatfield joins Iterable from Salesforce, where she most recently served as Executive Vice President of Specialist Sales & Solutions. In that role, she led the strategic execution of Sales and Solutions Engineering teams across a complex multi-billion dollar portfolio including Tableau, Slack, Digital, Service Cloud, Revenue Cloud, and Commerce Cloud. Previously, she served as the head of the Global Tableau Sales organization, where she drove widespread global adoption of analytics platforms, helping enterprise customers turn data-driven insights into accelerated business outcomes. Known for turning complexity into clarity and building elite, high-performance sales organizations that pair operational precision with massive scale, Hatfield was named one of the Top 50 Women Chief Revenue Officers of 2025 by Women We Admire. ABM Insights: 10Fold Research Finds B2B Marketing Leaders Measure More Than Ever “Enterprise brands don’t have time for disconnected tools or data pipelines that slow them down. Success today requires turning deep, governed customer insights into real-time, cross-channel action at the scale the world’s leading brands demand,” said Sam Allen, CEO of Iterable. “Teri is an exceptional, world-class revenue leader who brings a rare combination of enterprise-scale GTM experience, deep expertise in data analytics, and a modern vision for AI-enabled transformation. Her track record of aligning complex revenue portfolios and mentoring high-accountability teams makes her the perfect leader to scale our go-to-market engine. We are absolutely thrilled to welcome her to Iterable.” Hatfield’s appointment directly aligns with Iterable’s market position as the industry’s most powerful data activation engine for AI customer engagement. Under her leadership, the GTM organization will focus on sharpening its enterprise story, driving disciplined execution, and helping brands move beyond legacy batch-and-blast marketing toward dynamic, moments-based 1:1 experiences at scale. Read More: https://theabm.info/ai-customer-engagement-platform-iterable-names-teri-hatfield-cro

The Trade Desk Launches Kokai Zuma, the Latest Release of Kokai The Trade Desk, a leading global advertising technology company, introduced Kokai Zuma, the latest release of its Kokai platform. Introduced in 2023, Kokai is The Trade Desk's platform for planning, buying, and measuring advertising across the open internet. The Zuma release makes Kokai easier to navigate, learn, and use by bringing together new agentic AI capabilities and a simplified measurement framework. As advertising becomes increasingly fragmented across channels, formats, and devices, media buyers face greater complexity in managing campaigns and understanding what drives performance. Zuma is designed to reduce that friction by helping traders find what they need faster, make changes with greater confidence, and spend less time managing workflows so they can focus on optimizing campaigns and improving results. The update also builds on the AI forecasting engine that has been at the heart of Kokai. Upgraded AI and Forecasting Infrastructure While the redesigned interface is the most visible change, The Trade Desk has also invested heavily in upgrading Kokai's forecasting engine and underlying AI infrastructure. The technology is designed to: Predict available advertising inventory. Model campaign outcomes. Power Koa's agentic capabilities in real time. Improve campaign optimization and performance. Initial results from Zuma's improved modeling and forecasting capabilities have shown an average 32% improvement in CPA performance. These backend investments are designed to enable workflow and campaign improvements while establishing the platform's AI infrastructure as a foundation for future client experiences. “Kokai changed the way digital media is bought and sold programmatically, and Zuma builds on that foundation, making our platform faster, simpler and smarter,” said Jeff Green, founder and CEO of The Trade Desk. “AI is helping our customers move faster than ever, while making measurement more intuitive and actionable. We've listened closely to our users about what they need to navigate an increasingly fragmented digital media ecosystem, and Zuma brings those learnings into Kokai. We're continuing to build the platform that advertisers deserve – one that removes friction from the work, puts agentic AI to practical use and gives them a clearer view of the outcomes their media dollars are driving.” Read More: https://theabm.info/the-trade-desk-launches-kokai-zuma-the-latest-release-of-kokai

Outreach Named Top Partner Program With Ecosystem Compass Award Outreach, a leading agentic AI platform for revenue teams, was recognized as one of the world's top 75 ecosystems across Partner Investment and Partner Opportunity. The awards, presented by Partnership Leaders and Bridge Partners, recognize programs shaping partner ecosystems and helping companies successfully harness the power of agentic AI. Outreach joins global companies including Microsoft, Salesforce, AWS, and others on the list. AI-Forward Partner Strategy Outreach was recognized for its AI-focused strategy supporting its applications and integrations through the Outreach Marketplace, helping customers find Services Partners for go-to-market support, and connecting the Outreach Agentic Ecosystem with partners through Outreach's connector suite for the Model Context Protocol (MCP). “Our partnership with Outreach has only grown stronger over nearly a decade, evolving to meet our customers’ demand for agentic platforms that work together, pairing ZoomInfo’s go-to-market intelligence with Outreach’s agentic AI so revenue teams can act faster and close more deals,” said Katie Landaal, Vice President of Strategic Partnership Ecosystems at ZoomInfo. “As we continue to build on our relationship, we’re excited to help shape a future where connected, AI-powered collaboration delivers even greater value for our mutual customers.” Revamped Outreach Partner Ecosystem Program The recognition comes as Outreach announced its revamped Partner Ecosystem Program, designed to address customer requirements while providing partners with new opportunities to collaborate. Through the program, Outreach customers and partners can maximize ROI by: Executing an integrated GTM strategy through apps, integrations, and service partners that provide go-to-market expertise from strategy through implementation. Connecting Agentic Ecosystem partners through Outreach's connector suite for MCP to give AI agents the infrastructure required to operate across the revenue technology stack. Turning connected revenue data across the technology stack into context that makes AI more relevant and actionable. Read More: https://theabm.info/outreach-named-top-partner-program-with-ecosystem-compass-award

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