The conversation covers the growing tension between AI-driven efficiency and the human judgment that still defines great account-based marketing. Gabriella is candid about where AI is genuinely transforming her team’s workflows, including a client-specific messaging agent her team has already deployed, and equally clear about where it can fall short. If you’re navigating how to stay commercially relevant as AI reshapes the function, this episode gives you a grounded, practical perspective from someone doing it at global scale.
What’s in this episode:
- How EY runs global ABM without its own budget by leveraging firm-wide campaigns and content.
- Why “follow the money” is Gabriella’s north star for ABM and team decision-making.
- The difference between being “busy” and creating measurable commercial value in your organization.
- How AI is reshaping ABM workflows and where it can never replace human judgment.
- What Gabriella looks for in high-performance ABM talent (including Olympians and elite athletes).
Why this matters for B2B marketers:
ABM is no longer a support function sitting behind sales – it is becoming a primary growth engine, and that shift demands a different kind of marketer. For anyone in an ABM role, commercial thinking is also no longer optional. Talent profiles are changing too, with discipline, resilience, and high-performance habits increasingly outweighing traditional CVs. And perhaps the most practical takeaway: getting closer to account teams remains one of the fastest ways to increase your strategic impact and visibility with the wider business.
Join us at the Global ABM Conference
Hear more from Gabriella and other ABM leaders who are redefining what “commercial” really means in B2B. Grab your ticket for the Global ABM Conference on 4 November and connect with peers from 20+ countries who live and breathe ABM.
Listeners to the podcast can save 20% on their ticket to the Global ABM Conference – simply enter the discount code PODCAST when prompted at check out: https://events.b2bmarketing.net/abmconference/booktickets
