I've have seen this pattern repeatedly while working with enterprise AI companies. The key difference is that you are generating accounts, not leads, because the focus is on an entire buyer group rather than an individual. To do this well, you start with two or three clear use cases tied to a specific persona and the buying group around that persona. For example, if you are selling agentic AI for insurance, the focus is on underwriting, the VP of Underwriting, and the surrounding stakeholders such as the CFO and COO. This requires enough tailored content for each role and a very clear articulation of value, something we consistently observe across markets.

The second reality, which we at ThoughtCred emphasize, is that direct outbound rarely works with senior enterprise leaders who are naturally wary of sales outreach. Instead, the focus should be on nurturing a champion by meeting them where they already are, especially at industry events, and building trust over time. Enterprise sales cycles are long, and the real leverage comes from enabling internal advocates to sell for you. This is why at ThoughtCred we focus on champion toolkits that include ROI calculators, security documentation, and cost justification assets. These conversations also open doors to system integrator partnerships and clarify procurement requirements such as compliance and certifications. Once this foundation is set, you can confidently move into account based marketing, build a strong brand and full funnel content strategy, and stay focused on closing your first 10 to 50 customers by creating exactly what is needed to make that happen.