18th Edition (Published on Nov 18)
Which is better: account-based or demand-based marketing?
The latest research says it's not an either/or proposition. In fact, 67% of marketing leaders are already using ABM, with 47% integrating their demand gen and ABM processes.
What if the key to unlocking true potential lies in convergence? A unified account-based go-to-market strategy that balances Demand Gen and ABM, tailoring to your ICPs and business needs.
Let's examine the latest research, trends, and innovations driving the convergence of ABM and demand gen, and explore what this means for your go-to-market strategy.
Editor's Pick: ABM and Demand Gen: A Converging Future
The newly released "2024 Account-Based Marketing Benchmark Survey" (by Demand Gen Report and ZoomInfo) highlights a critical evolution in B2B marketing: the merging of ABM and demand gen into integrated go-to-market strategies. NextGenABM proudly contributed to this survey.
Key findings include:
67% of marketing leaders actively use ABM, with an additional 26% planning adoption in the next year.
47% have integrated their demand gen and ABM processes, breaking down silos to streamline marketing efforts.
Practitioners are expanding beyond traditional 1:1 or 1: a few strategies, with 45% embracing programmatic 1: many approaches to scale targeted demand gen efforts.
This isn’t about abandoning demand gen or treating ABM as a standalone strategy. Instead, it’s about crafting a holistic account-based GTM approach that leverages intent data, fosters team alignment, and delivers scalable, personalized engagement. ABM isn’t a 50-50 split; its weight depends on organizational needs and target accounts.
At NextGenABM, this integrated mindset has always been at the heart of our philosophy, guiding our approach to modern marketing.
Must-Know Industry News: Research & Innovations Shaping ABM
DemandScience & Terminus: A Milestone for ABX Innovation
The merger of these two leaders signals a transformation in account-based experiences (ABX). This newly unified platform enables marketers to concurrently activate ABM and demand gen strategies with features like global audience targeting and unified reporting.
Key advantages:
Seamless integration of ABM and syndication efforts to optimize outreach.
Omnichannel execution for personalized buyer journeys.
Enhanced precision targeting through AI-driven intent signals.
This merger reflects the industry's move toward an integrated GTM approach that ensures alignment between marketing and sales teams.
2024 Gartner® Magic Quadrant™ for ABM Platforms
The Magic Quadrant report highlights top ABM vendors driving revenue growth.
6sense remains a leader, processing 1 trillion signals daily to guide next-best-action seller’s recommendations and enable precise buyer engagement.
Demandbase stands out for digital ads and implementation support in enterprise-class organizations.
ZoomInfo excels with its unified data foundation, supporting ABM and sales alignment for better account retention and expansion.
These platforms demonstrate that AI and intent data are becoming critical enablers for scaling ABM success.
SalesLoft's Command Center: Real-Time Revenue Insights
SalesLoft’s new Command Center uses Conductor AI to offer actionable insights, helping revenue teams take immediate actions to improve pipeline outcomes.
Key features include:
Objection Handling AI Agent: Flags coaching needs based on performance metrics.
Stalled Deals Agent: Notifies teams about stagnant opportunities before they derail.
Signal Conversion Agent: Ensures sellers act on high-potential buyers using timely plays.
SalesLoft’s innovation ensures that sales and operations teams stay aligned in real time, driving better deal outcomes.
ABX Insights from Industry Icons:
NextGenABM’s Predictions for 2025: The Future of ABM & Demand Gen
The future of ABM isn’t about choosing one strategy over another; it’s about integrating them into an account-based go-to-market strategy and campaigns. Here’s what we foresee for the year ahead:
Integrated GTM Models Will Lead the Way:Gone are the days of separate sales and marketing motions. Companies that align their teams and strategies will unlock more seamless buyer journeys and higher ROI. Expect more mergers like DemandScience and Terminus in the marketing tech space, combining tech and data capabilities into unified platforms.
Verticalized ABM Solutions Will Gain Traction:Industries like financial services, manufacturing, and telecommunications will drive demand for specialized ABM approaches tailored to their unique needs. This vertical focus allows for hyper-relevant targeting and stronger engagement.
Success Hinges on People, Not Just Tools:Here’s a hard truth: even the best AI won’t fix a weak team. Companies that pair strong, capable talent with advanced tools will outperform those relying on technology alone. The combination of skilled execution and AI-driven insights is where the real magic happens.
State of Demand Gen – 2024 Trends & 2025 Predictions
Demand generation is evolving, with leaders exploring new tactics to drive pipeline efficiency. A recent roundtable hosted by Activate with B2B demand gen leaders revealed some powerful insights:
Tech Stack Under-Ultilization: Many demand gen leaders express low confidence in their tech stacks. The solution isn’t more tools; it’s aligning tools to strategy.
Gated vs. Ungated Content: Knowing when and how to use each content type can significantly impact buyer engagement.
Attribution Evolution: Moving from basic attribution models to revenue-focused metrics ensures demand gen delivers measurable impact.
This conversation reaffirmed that ABM and demand gen aren’t rivals - they’re complementary strategies. The key lies in aligning them under a unified GTM framework.
Top Tools & Resources for ABM Champions
ABM Meets Demand Gen: Tools to Avoid Tech Bloat
Integrating ABM and demand gen is essential for modern marketing success, but a bloated tech stack can undermine even the best strategies. TrustRadius and Digital Pi offer practical guidance on avoiding this common pitfall while maximizing the value of your tools.
Podcast Can’t be Missed
"Reinventing B2B" Podcast: Rethinking ABM for Modern GTM Strategies
🎙️ Episode: Think Differently About ABM📍 Hosted By: Davis Potter (ForgeX Co-Founder & CEO) and James O’Flaherty (EVP of Growth at Just Global)📖 Listen Here: Reinventing B2B Podcast
Key Discussion Points:
ABM Today: What account-based strategies look like in 2024 and where they’re headed.
Focus Areas: Identifying the best opportunities to maximize ABM impact in your organization.
ABM Meets Demand Gen: Insights into integrating ABM and demand gen for a cohesive GTM strategy.
Upcoming Events We’re Attending
Scaling Personalization in B2B Marketing – A Live Webinar
📅 November 27, 2024 | 4:00 PM GMT | Virtual
Key Topics:
Breaking silos with AI workflows
Optimizing cross-channel personalization
Overcoming challenges in scaling ABM efforts
Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@nextgenabm.io. If you think someone else might enjoy this newsletter, please pass it forward or they can sign up here. Subscribe to our Weekly Newsletter and follow us on LinkedIn to get the latest insights on industry trends, tips, and useful resources on ABX.
About Us
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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