Jo Inch’s forthcoming book Account-based Playbook has been described by industry leaders as “a must-read” and “a highly valuable resource for anyone looking to stay ahead of the curve.”
Inch is the founder and CEO of Hat Media, a marketing firm that uses a unique range of AI tools to transform how organisations approach B2B solutions.
During the drafting stages of her latest book, which is rooted in real-world data, years of experience, and proven account based marketing (ABM) strategies that she has successfully executed at her company, Inch ran key sections through a language model to refine and enhance clarity. She was also hoping for the model to identify new perspectives that could enrich the content further.
“AI, when used intelligently, becomes a creative partner—one that helps sharpen ideas rather than replace them,” she told Women’s Agenda. “AI isn’t a gimmick—it’s a strategic tool embedded into our daily workflows.”
At Hat Media, Inch and her team create tailored, impactful ABM campaigns for their clients by using AI to personalise outreach at scale, predict buying intent, and refine messaging across multiple touch-points.
Platforms like HubSpot and 6sense allow the team to apply data-driven insights and create hyper-relevant experiences that move B2B buyers through complex journeys faster.
“The beauty of AI in marketing is that it amplifies what we already do best—building human connections,” said. “The more data we can harness and refine, the more personalised and valuable those connections become.”
Inch said that ultimately, ABM is not about automating everything, but about strategic decision-making, trust, and long-term relationships.
“Our approach at Hat Media pairs AI-driven tools with human creativity and intuition,” she explained, adding that at their core, her company aims to create meaningful conversations, scaling human interactions, and making data-driven decisions that deliver measurable outcomes.
“If that’s the future of marketing, we’re already leaning into it—and helping our clients do the same,” she said.
In her daily professional life, Inch uses AI tools across a range of creative and technical tasks to help streamline workflows and free up time for more strategic thinking. Tasks such as coding and automation, AI-enhanced research, AI-driven personalisation and creative content generation have been assisted by the use of AI tools.
What would have taken days of manual research now takes mere hours, freeing up the team to dive deeper into our customers’ challenges and opportunities.
Inch said she frequently uses the AI-powered tools within HubSpot to drive personalised experiences, such as predictive lead scoring to automated content recommendations.
“HubSpot’s AI helps us ensure that every touchpoint in a campaign is tailored to the specific needs of an account,” she explained. “This not only improves engagement but also accelerates the sales cycle—a key advantage in ABM.”
“Account-based Playbook”, which is released in March, is a culmination of years of reflection and growth. Inch said the process allowed her to distill years of experience into a structured guide while integrating insights from the SaaS Stories podcast.”
“It made the book much richer with real-world applications and meaningful narratives,” she said, adding that she was challenged by the need to balance practical frameworks with authentic storytelling to ensure it wasn’t just informative but also relatable and engaging.
“The process wasn’t just about sharing ideas but deepening my understanding of ABM and creating something that could genuinely help others navigate this evolving space,” she said.
Inch, who has headed Hat Media for over a decade, said that her leadership style today is less about directing and more about teaching. These days, she chooses to focus on empowering her team to trust their instincts, make decisions, and solve problems without needing constant approval.
“One of the biggest lessons I’ve learned is that effective leadership isn’t about having all the answers—it’s about helping others discover their own,” she explained. “Watching my team grow in confidence and capability has been one of the most rewarding aspects of leading Hat Media.”
When it comes to female representation in the tech and AI space, Inch said startups in Australia has certainly evolved since she first started, noting that change is noticeable in the number of women now stepping into leadership roles in tech and software.
“One thing I’ve observed is that women in startups today have more access to mentorship and support networks than ever before, creating a stronger foundation for success,” she said. “While challenges like funding gaps and representation in top decision-making roles persist, the collaborative spirit and community-driven approach are encouraging signs that we’re heading in the right direction.”
Inch belies that the rise of mentorship programs and women-focused networks have created stronger pipelines for women to move into leadership positions and gain visibility at higher levels.
However, there’s still a fair way to go when it comes to equitable representation at the decision-making table—especially in technical or board-level roles.
“While there’s been progress, funding disparities and unconscious bias remain obstacles,” she said. “Through conversations on my SaaS Stories podcast, I’ve learned that many women in senior roles feel they are often still the “only woman in the room.” Bridging that gap will require not just policies but cultural shifts, ensuring women’s voices aren’t just heard but actively shape the future of SaaS and enterprise tech.”
In the meantime, Inch and her team are focusing on promoting account-based marketing as a holistic company-wide strategy—one that aligns sales, marketing, delivery, and customer success teams to engage and retain the modern B2B buyer.
“Our mission is to help companies shift their marketing to match today’s B2B consumer needs and inspire deeper, more meaningful engagement,” she explained. “We’re also embracing AI to enhance what we do best, but without ever losing the human touch that drives connection.”
“Account-Based Playbook: Understand, Engage and Retain the Modern B2B Consumer” will be launched in Sydney on Wednesday the 12th of March. For more information, visit Hat Media.