Artificial Intelligence has created a lot of buzz in the sales and marketing technology space lately particularly with the rise of Account-Based Marketing. It’s practical application, however, has been cloudy. People know they want it, but they’re not exactly sure of the value it provides. In this session, Peter Herbert, VP of Marketing at VersionOne and Kristen Wendel, Director of Marketing Operations, will discuss how to use Artificial Intelligence as a decision engine for everything from creating a Smartlist in Marketo and delivering sales insights for personalization, to determining accounts for Account-Based Marketing. VersionOne’s usage of AI, through EverString, has resulted in improved alignment between sales and marketing, marketing-sourced pipeline creation and higher win rates with data-driven accounts. Artificial Intelligence, when used correctly, can be used to eliminate guessing and deliver actionable data to both sales and marketing. During this session, you will learn how to improve the conversion rates and effectiveness of your demand generation, content marketing, live and virtual event marketing.