Exploring the application of AI-driven account-based marketing as a sustainable approach for customer acquisition in the export of technological industrial products

Digitalisation has impacted companies' sustainability practices (Robertson and Lapina, 2023), while AI evolution reshaped marketing activities (Fischer et al., 2022; Moradi and Dass, 2022). AI integration sustainability angle into marketing technological industrial products within international BtB markets by SMEs is underexplored. This study addresses this gap by exploring how the SMEs within HVACR industry integrate AI to achieve sustainability in marketing, and how they apply AI in account-based marketing (ABM). Technological industrial products target niche audiences, requiring precise marketing (Hollesen, 2019; Kotler et al., 2024). AI-driven ABM transforms traditional practices that rely on personalised interactions by automating lead identification, optimising targeting, and delivering personalised content (Golec et al., 2019). Findings show that AI supports real-time buyer analysis, refined engagement, relevant content delivery (Pascucci et al., 2023). AI tools like behavioural analysis and tracking streamline targeting, cut sales inefficiencies, and support sustainability by reducing reliance on resource-intensive activities like trade shows.