Minimal effort, maximum impact: How medium-sized IT companies are now tapping into new growth opportunities with AI-supported ABM

Too few marketing resources, too many potential target customers, an increasingly tense market environment - IT companies in the SME sector in particular are under massive pressure. The fierce competition demands precise, personalized communication in order to remain visible and reach customers who are ready to buy. This is where generative AI unfolds its true potential: when used correctly in account-based marketing (ABM) and combined with strategic expertise, it creates an effective, resource-saving B2B marketing approach. In this article, we show how this can be achieved - and what role agencies like Evernine play in this.

Generative AI is fundamentally changing B2B marketing. It saves time, increases precision and makes high-level personalization scalable. But what's really new is that it gives companies with limited resources access to strategies that were previously reserved for corporations. Medium-sized IT companies in particular with products that require explanation benefit from this - provided that technology is combined with experience and expertise.

 Efficiency gains and more creativity through AI - as the market shows

Current figures speak for themselves: 86% of German marketing managers already use generative AI tools on a daily basis. 89% save at least four hours per week as a result - with increasing creative output. This is the result of the Marketing & AI 2025 status report from Canva. AI takes over repetitive tasks, creates space for strategic optimization and improves quality at the same time. However, the targeted, sustainable use of AI remains complex and can hardly be managed without professional support.

Even though trust in AI is growing, 92% of marketing managers still rely on manual control. The reason: AI needs clear guidelines - whether in terms of brand language, target group logic or strategic objectives. This is precisely where the strength of professional agency support comes into play: AI solutions must not only be well thought out technically, but also communicatively - this ultimately saves time and avoids expensive wastage.

 Account-based marketing: the ideal area of application for AI in the IT environment

One area in which AI has a particularly strong impact is account-based marketing. ABM focuses on customized communication with particularly attractive target customers, i.e. where investments are really worthwhile. However, implementation is time-consuming: from identification and segmentation to individual customer contact. This is precisely where AI speeds up and simplifies the process significantly - for example through predictive analytics, intent data and automated content creation.

This is a real opportunity, especially for IT companies with limited resources: they no longer have to spread their message widely, but can concentrate on highly relevant accounts with AI-supported, precisely tailored messages. Landing pages, white papers, mailings or ads - all personalized and automatically scaled. This means: more impact per euro invested without overloading your own marketing team.

 Why Evernine is the right partner here 

For this to work, a combination of technology, expertise and experience is required. Evernine brings all of these skills to the table: As a specialized digital consultancy, we support medium-sized IT companies in developing and successfully implementing ABM strategies - AI-supported, data-based and resource-efficient. Our approach includes precise target customer identification, intelligent automation, cross-channel campaign management and continuous optimization. And all this with minimal effort on the customer side.

We show you exactly how this works in our factsheet on account-based marketing.