24th Edition (Published on Jan 21)

Editor's Notes:
In 2025, over 65% of business decision-makers will be Gen Z or Millennials. These digital native and visual-first buyers expect brands to engage them on social media, through tailored and snackable video content, and influencer campaigns. Social platforms have evolved into portals for deep engagement, with Forrester reporting that over 50% of B2B buyers prefer business ads during their personal time - especially Millennials and Gen Z. Video content has become a key medium, with 72% of Gen Z and Millennials B2B buyers favoring videos over text-based content.
This week, we explore expert insights on leveraging video, social engagement, and authenticity to refine your ABM approach and connect with the next generation of B2B buyers.
Are you ready to adapt?
Must-Know Industry News of This Week
Demandbase x Gong: A Game-Changer for ABM Engagement
This powerful collaboration makes contact, intent, and engagement data accessible within both platforms - providing intent and engagement data from Demandbase One™ and customer interaction data from Gong. This innovation simplifies workflows for sellers by offering a single source of truth, among many other benefits.
Why We Love This: Gong customer interaction data is now available in Demandbase, to enrich account scoring and engagement metrics. Learn More
ZoomInfo and Salesloft Partnership Enhances AI-Powered Engagement
ZoomInfo and Salesloft have announced an expanded partnership to provide AI-driven insights for personalized engagement. This integration allows GTM teams to leverage ZoomInfo's data to target the right prospects within Salesloft's orchestration platform, enabling them to execute timely outreach strategies.
Why We Love This: It enables automations that push ZoomInfo’s key buying signals to Salesloft, where SalesLoft Rhythm assigns the next best action, such as calling a critical stakeholder or adding the ZoomInfo-recommended buying committee. Read More
Full Circle Insights Launches ABM Performance Tracking Solution
Full Circle Insights has launched ABM Performance, a tracking solution designed to align sales and marketing teams within Salesforce. It tracks, stores, and leverages historical data natively within Salesforce. This allows B2B marketers to compare ABM funnel metrics over different time periods to optimize marketing spend. Explore More
ABM's Next Frontier: We believe the future lies in bridging social insights to sales and campaign action. Social media strategies need more than just digital ads. We hope to see more innovation in this space soon!
ABM / ABX Insights from Industry Icons
ABM Meets Video: Why 2025 Is All About Visual Storytelling?
Video content is transforming ABM strategies, enabling B2B marketers to engage audiences more effectively and drive conversions.
In 2025, short-form content like Reels and LinkedIn videos will become even more dominant. Snackable content serves as a gateway to longer-form content exploration, ultimately enhancing lead conversions.
From building subconscious connections that influence decision-making to creating highly engaging, shareable content that boosts SEO and ROI, video is proving to be an indispensable tool.
However, a successful video marketing strategy must seamlessly integrate into a broader multi-channel ABM strategy. Wondering how to make it work? Read More
Five Social Media Tactics to Boost Your ABM Strategy
Leveraging social media for ABM is essential for engaging target accounts.
Social platforms offer a wealth of insights, providing opportunities to identify and learn about ideal prospects even before initial outreach.
Tailored social campaigns allow for precise targeting and meaningful engagement with key accounts.
Wondering how top brands are amplifying their ABM results using five innovative social media tactics? Read More
Top Tools & Resources for ABM Champions
Essential Guides for ABM Social Media Success
HubSpot’s latest resources provide comprehensive insights on utilizing platforms like Threads, Instagram, and TikTok to enhance your B2B strategy and drive meaningful engagement.
Tips: Using Social Advertising Metrics to Optimize ABM Campaigns
Advertising performance metrics such as impressions, clicks, and engagement rates are critical for fine-tuning ABM efforts. These insights help marketers adjust targeting, optimize spend, and maximize ROI. Learn More
Actionable Sparks of This Week
DemandWorks' Bauer emphasizes the importance of using customer language to align marketing strategies.
“We reviewed all our G2 reviews and testimonials and listened to hundreds of sales calls to understand how our clients talk about the issues we help them solve. From there, we kept track of the most frequently used terminology to align our content more closely to their preferences and needs.”
What Else We’re Reading?
Mastering Demand Gen in 2025: This recorded webinar by Activate provides practical tips to align strategies with evolving buyer expectations. Our favorite takeaways are “Integrating brand-building efforts with relatively short-term demand gen campaigns to achieve sustainable growth and stay top of mind.” Watch On-Demand
Upcoming Events We’re Attending
More Insights and Tips Like This?
Subscribe to our Weekly Newsletter or follow us on LinkedIn to get the latest insights on industry trends, tips, and useful resources on ABX. Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@nextgenabm.io.
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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