December’s quiet weeks often leave marketers catching up on tasks or waiting for the new year to kickstart initiatives. But what if you could use this time to unlock game-changing efficiencies and strategies?
By combining the power of Gen AI with Marketing Automation and CRM platforms, you can create personalized experiences, automate complex workflows, and unlock actionable insights - without waiting for IT or Ops to catch up.
With tools like ChatGPT and Google Colab, with a little curiosity and a “DIY” spirit, even non-technical marketers can generate and implement API-based solutions in a matter of days. Whether you’re optimizing GTM flows, aligning sales and marketing efforts, or testing new ideas, the possibilities are endless.
Let’s go!
The DIY Magic of APIs
Think APIs are only for coders? Think again.
These tools are becoming increasingly accessible, allowing marketers to bypass long waits for Ops or IT support or new tool purchases.
For example, the Marketo API Library gives you direct access to Marketo’s API for tasks like creating custom workflows, importing leads, or managing marketing assets. Similarly, Salesforce API Library enables you to automate and customize processes for seamless collaboration between sales and marketing teams. Some advanced marketing technologists, like Jep Castelein, have created Python libraries to make these APIs more accessible.
You don’t need to be a developer to leverage them. Platforms like Google Colab make experimenting your strategic ideas and execution easier than ever, offering a simple interface to test API scripts in your browser. Using it feels as intuitive as working with Google Docs.
Imagine building an internal solution in days instead of waiting weeks for external tools. In my experience, leveraging these APIs has saved hundreds of hours and significantly improved GTM efficiency. If I can do it, so can you!
Kickstart with Gen AI
Diving into API-based innovation is easier than you might think, especially with the help of Gen AI. Here’s how you can get started with Marketo APIs, no need to code, a process you can also apply to other GTM platforms like Hubspot, Salesforce, Demandbase, and beyond.
Set Up Access: Start by obtaining the necessary credentials from your operations team or by setting up a developer account. You’ll need a munchkin ID, client ID, and client secret to access the API. Keep these credentials secure and never share them publicly.
Choose Your Tools: Python is ideal for working with APIs, and Google Colab makes the process even easier. This browser-based Python environment requires no setup and allows you to write, test, and execute your scripts with ease.
Leverage Gen AI: Gen AI tools like ChatGPT can help you quickly generate code for your API needs. Here’s how to make the most of it:
Example Prompt: “Provide a Python code snippet that uses the Marketo API for updating leads. Use the package from this GitHub repository: https://github.com/jepcastelein/marketo-rest-python. Make it compatible with Google Colab. Make the code simple.”
Generated Code Example: ChatGPT 4-o will provide a Python script tailored to your query. Copy the code, paste it into Google Colab, and click "Execute."
Test and Customize: Based on my tests, for straightforward flows in this use case, using the prompt above, ChatGPT-generated code is often 95+% ready to use with minimal adjustments. For more complex workflows, it can provide up to 80% of the necessary logic, offering a solid foundation for customization based on your unique GTM requirements.
Real-World Example: Turning Quiet Time into Strategic Wins
Holiday lulls are a perfect time to tackle challenges that often get buried in the rush of day-to-day operations. For example, SDR and BDR teams frequently struggle with lead validation and rules of engagement - especially in enterprise ABM scenarios, where account attributes, buying committee behaviors, and rules of engagement often create inefficiencies and delays.
To address this, a couple years ago, I leveraged Salesforce and Marketo APIs to build an internal tool that simplified and streamlined these processes. It was outside my usual scope of work, but I thoroughly enjoyed the challenge!
Here’s how I approached it strategically:
Diagnose the Challenge: I mapped the lead-to-revenue process, identifying inefficiencies like cross-platform manual validation workflows.
Develop an Agile Solution: Starting small, I used Google Colab and Python to create workflows that automated lead validation based on engagement activities and account relevance. Once this foundation was set, I added real-time engagement alerts to ensure reps could act promptly at critical moments.
Pilot and Scale: A pilot with a small SDR/BDR team provided valuable feedback that refined the tool. Partnering with sales enablement, I documented the process and created training materials to ensure the solution was scalable and repeatable across teams.
The Outcome: This tool cut lead validation time by 40%, improved lead quality, and fostered tighter collaboration between sales and marketing. Beyond that, it empowered the team to approach ABM strategies more effectively by prioritizing high-value accounts and focusing on real-time engagement signals.
Quiet weeks don’t have to be idle. They can be the perfect time to experiment, innovate, and deliver practical solutions that have a lasting impact. What could you tackle this holiday season?
Beyond Workflows: Unlocking Personalized ABM for Cross-Sell
After this, I collaborated with our analytics team leaders to create personalized campaigns using real-time CRM insights and even tested custom machine-learning-based scoring models for enterprise account upsell and cross-sell.
The possibilities are endless - and surprisingly fun!
Why Not You?
Quiet weeks aren’t just a chance to experiment - they’re an opportunity to take charge of your funnel, align your strategies with GTM goals, and demonstrate the power of Gen AI-driven innovation within your organization.
Whether you’re optimizing workflows, personalizing campaigns, or tackling long-standing challenges, the holiday break could become your most productive time of the year.
Don’t just wait for inspiration, take the lead and make it happen!
More Insights and Tips Like This?
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NextGenABM is a consulting and solution firm aiming transforms B2B marketing and sales strategies with ROI driven pipeline results through account-centric pipeline marketing. Looking to start your ABM journey or need help with your current program? Let's talk.
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