21st Edition (Published on Dec 17)
Editor's Notes:
This week, we're diving deep into a pivotal theme: Owned, Shared, and External Data Signals that offer a pathway to unlocking sustainable, effective ABM strategies. As third-party cookies phase out, zero- and first-party data and trusted 3rd-party signals emerge as crucial assets for targeted marketing and building customer trust. Whether you're refining your ICPs, operationalizing data for campaigns, or enhancing personalization strategies, this shift isn't just about compliance, it's your competitive advantage.
Let’s explore them now!
Must-Know Industry News: Research & Innovations Shaping ABM
Demandbase and Salesforce: A Winning Combo for Intent Data
Demandbase’s recently announced partnership with Salesforce embeds robust intent data directly into the new Salesforce Prospecting Center. This integration empowers GTM teams with enhanced precision, enabling them to prioritize accounts most likely to convert. Key features include a unified prospecting experience and seamless integration with Salesforce’s Data Cloud, elevating ABM campaigns by focusing on accounts exhibiting genuine buying intent.
The standout one? Customizable Score Rules. RevOps teams can now fine-tune weighting across various intent data components to align with specific business objectives.
Pro Tip: Watch this recording for inspiration on refining your demand generation and ABM strategy.
Informa TechTarget Redefines B2B Growth
Informa Tech’s merger with TechTarget creates a powerhouse for B2B intent-driven services. By leveraging a 50-million-strong audience, this union not only strengthens first-party data capabilities but also directly addresses the challenges of scale posed by third-party cookie deprecation. As MarTech noted, the thirst for first-party data is a central theme in this deal, reflecting the growing need for scalable, privacy-compliant solutions.
Key Takeaway: Scaling first-party data collection and management can be challenging. Partnering with a qualified data provider is a smart alternative to overcome these hurdles and accelerate ABM success.
INFUSE and HG Insights Combined Demand Gen Powered by First-Party Data
INFUSE leverages HG Insights' advanced technology intelligence to power demand generation. By integrating first-party data and AI capabilities, they enable strategic GTM initiatives and optimize ABM account distribution. This story was featured in our previous updates.
Key Takeaway: Combining AI-driven ICP refinement and first-party data powered integrated demand gen are the cornerstones of modern ABM.
ABX Insights from Industry Icons:
As third-party cookies phase out, first-party and zero-party data emerge as an invaluable resource for ABM practitioners. Directly collected from customers, it allows marketers to identify target accounts, craft personalized content, and optimize campaign performance. These strategies together with 3rd party GTM signals, help bridge gaps left by cookie restrictions, ensuring continued visibility into the buyer journey and maintaining accurate insights to keep campaigns targeted.
To tackle this challenge, we suggest the following approach:
Collection: We suggest focusing on key engagement interactions such as form fills, events, sales conversations, and surveys. Companies lacking the infrastructure to collect this data can partner with data-rich platforms to extend their reach and bridge gaps created by privacy regulations and cookie deprecation (source: Madison Logic).
Storage: CDPs play a crucial role by unifying first-party data into comprehensive customer profiles. You should consider integrating your CRM, MAP, ABM platforms, intent data providers, and your product event data into a unified tech stack. This setup enhances data management and provides a clearer view of buyer intent signals across touchpoints, and bypass the cookie restrictions.
Management: Implement robust consent and preferences management systems and prioritize transparency about how data is gathered, used, and stored. This approach fosters client trust and ensures compliance with evolving privacy standards.
Activation: They are critical enablers for ABM segmentation, but you should use it beyond just targeting, consider informing messaging, personalize content, and deliver campaigns that resonate with target accounts, ensuring maximum impact and ROI.
In the next section, we'll dive into the crucial role of first-party data in ABM and explore other key use cases.
Top Tools & Resources for ABM Champions
GDPR Compliance Simplified: Unlocking Intent Signals for ABM: ABM thrives under GDPR’s principles of data privacy when focused on intent-based targeting. Focus on first, zero-party, second-party, and privacy-compliant third-party data to spotlight accounts in-market for your solutions. From consent management to intent-driven targeting, this checklist from 6Sense ensures your ABM strategies remain effective and compliant in privacy-conscious markets.
Operationalizing First-Party Data in Digital Advertising: With third-party cookies losing relevance, first-party data takes center stage in digital advertising strategies. Effective operationalization of this data, combined with automated consent management systems and advanced analytics, empowers marketers to build trust, enhance personalization, and future-proof their ABM initiatives.
HG Insights’ ICP Development Guide - When First-Party Data Isn’t Enough: Building a strong ICP isn’t just about firmographics anymore, instead, it dives deeper into elements like cloud maturity, tech stack compatibility, product interest intensity, and competitor contract intelligence to maximize ABM success. Having personally built several ICPs using HG Insights and propensity models, I can attest to the effectiveness of this approach. HG Insights’ latest ICP building guide provides a structured framework for creating impactful ICPs, ensuring your ABM campaigns focus on the highest-value accounts.
Pro Tip: Consider multiple ICPs to address diverse product lines and align them with specific ABM campaigns. Use intent data to dynamically update ICPs, ensuring alignment with evolving market demands, see Okta ‘s success story.
What Else We’re Listening To?
Podcast: AI-Driven Demand Gen Clemens Fischer, data strategist, discusses the transformative potential of AI and zero-party data.
Zero-Party Data: Consumers control their preferences, enabling privacy-first, hyper-personalized experiences.
Highlight: Start from 22:12, AI combined with first-, zero-, and third-party data offers a framework for scalable, customer-centric ABM.
This Week's Events We’re Attending
Webinar: 5 Playbooks to Accelerate Growth in 2025🗓 December 17, 3 PM EST | Hosted by RevGeniusTrinity Nguyen, CMO at UserGems:
Key Reasons We Decided to Attend:
Pipeline growth through 3rd party signals
Beginner-to-advanced GTM strategies
ABM’s evolution demands a focus on trust, personalization, and data-driven insights. By leveraging 1st and zero-party data with 3rd party signals, marketers can build stronger relationships and drive meaningful results!
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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