Weekly ABM/ABX Insights - AI in ABM Readiness? It’s Time to Bring in RevOps
- NextGen ABM
- May 5
- 5 min read
Edition #36 | Published May 5, 2025
GenAI is reshaping how we engage accounts — but most teams are still only scratching the surface. The real challenge? Operationalizing AI across your GTM engine.
This week’s insights reveal a critical truth: without RevOps leading the charge, your ABM investments will never reach full potential.
🚀 The Pulse: Must-Know AI in ABM Industry News
We read the latest so you don’t have to. Below are the top stories shaping account-based strategies, GTM tech stacks, and the evolving role of AI in modern B2B marketing.
📊 Demandbase and ForgeX just released their AI + ABM Inflection Point report, and it’s an eye-opener to us.
91% of B2B marketers say they’re using AI in their GTM. Yet only 52% are satisfied, and just 19% have a formal roadmap in place.
Organizations are struggling with internal capability gaps: lack of AI training, enablement, and strategic frameworks.
🔶 What’s missing in today's AI in ABM? A RevOps-led foundation to strategize and scale AI efforts across GTM teams, e.g. capturing and analyzing buying signals, predictive analytics for account selection and prioritization, etc. The real barrier isn’t AI access, it’s RevOps readiness.
🔎 ABM + First-Party Data: Your New Power Combo
As third-party cookies phase out, marketers are increasingly combining first-party data with ABM strategies to enhance targeting precision. Tools like HubSpot and RB2B are being utilized to identify website visitors and track intent signals, enabling hyper-personalized experiences across customer touchpoints.
🎧 MadisonLogic x Digital Audio Advertising in ABM Play
According to Forrester, Millennials and Gen Z now make up 70% of B2B buying committees, and they’re tuning into podcasts, music, and digital audio for 4+ hours per week. One of the biggest advantages of digital audio advertising in B2B is its precision targeting. MadisonLogic is leaning into this with dynamically targeted audio ads — by account, industry, or persona — and integrating it into ABM plays.
👤 Leadership Changes in B2B Marketing
Jill Puente has been appointed as Chief Marketing Officer at Unusual Ventures, where she will lead marketing efforts focused on early-stage enterprise AI startups. Her experience from Pear VC and Google positions her to drive a human-centered, disciplined communications strategy in the AI space.
🎙 Voices of Influence: Insights from Industry Icons
Alice de Courcy on RevOps + ABM
“Great marketing = creative storytelling + operational excellence.”– Alice de Courcy, CMO at Cognism
Alice's latest thought leadership cuts to the heart of ABM success: the buyer journey is non-linear. If your systems across marketing, sales, and success aren’t integrated, buyers experience friction — and you miss the moment.
Her key message: RevOps can’t be your afterthought for B2B marketing, consider:
Build operational resilience into your campaigns from day one.
Upskill marketers in data fluency, journey mapping, and automation logic.
Ditch the MQL handoff model — ABM is a revenue team sport.
💬 My Take: Why ABM Can’t Thrive Without RevOps
After a decade at the intersection of ABM and GTM, I’ve seen it repeatedly: siloed teams = broken buyer experiences.
In a RevOps-first world, ABM isn’t just about targeting the right accounts — it’s about orchestrating a seamless, insight-driven journey across every touchpoint. That means marketers need to go beyond creative execution and own the operational mechanics: systems, signals, and sync points.
If your 6sense or Demandbase insights aren’t surfacing in Salesforce, or your lead-to-account matching isn’t tight, you’re already leaking pipeline.
RevOps isn’t support, it is a strategic pillar for ABM success.
🔥 What’s Trending: Hot Picks from Web This Week
🛍 ChatGPT gets smarter at shopping: OpenAI just gave ChatGPT a serious shopping upgrade — it can now pull in real-time product listings directly into your chat, with even integrations with Shopify and Klarna.
👥 LinkedIn’s Echo Chamber Problem: Mark Stouse (Proof Analytics) nails it: LinkedIn’s algorithm favors engagement velocity and echo chambers, but that’s great for virality, but not so great for nuance or diverse perspectives.
🔦 Case Study:
Nothing this week — hit reply if you’ve got something interesting to share!
🛠 Martech Spotlight: Cool Tools & Innovations
✨ Karrot.ai — Launch personalized LinkedIn ABM ads in minutes. Scale 1:1 ad experiences without the heavy lifting. I just joined their Beta launch.
✨ Promptaa — A prompt library for your AI workflows. Start with a rough prompt, let AI enhance it, and save the best ones for later. I tried it last week and am still exploring use cases!
📚 Knowledge Vault: Must-Read Resources
🎯 Guide on ABX Campaigns Step by Step Plans
ZoomInfo breaks down how to launch dynamic, signal-based ABX campaigns across multiple channels — and track them all from a single hub. We recently set up a few for a client and wanted to share the guide.
📈 Guide on How to Build Personalized B2B Ads at Scale
Generic ads don’t cut it anymore. Modern B2B buyers expect Netflix-level personalization — and smart marketers are delivering it at scale. Read the full article
⚡ Execution Tips & Tricks for ABM Success
🔁 Automate Your Google Ads Workflow with the ChatGPT API - Try to use ChatGPT API to automate time-consuming tasks inside your Google Ads workflow, like running search term waste audits, automate cross-account performance reviews, etc.
🧱 Build Modular Content Systems for Scalable ABM Personalization - From now, consider building modular content systems by starting to invest in templates with swappable elements, a reusable library of content blocks, and use human oversight to supervise the personalization rules and triggers to ensure they align with your ABM/ABX strategy.
📬 Email Copywriting Tip: Brackets First. Value Always.
💡 “Start your subject line with brackets.” – Jay Schwedelson, Founder, SubjectLine.com. Why does it work? In the words of Jay, “Your prospect’s inbox is a scroll, not a file cabinet. Your subject line needs to stop the scroll.”
🎤 ABM Insider: Must-Attend Events
GTM Hot Takes Show – Why Marketing Should Own the Whole Funnel📅 May 08 | 🕚 11:00 AM EDT👉 See lineup
From MQLs to Buying Groups: The Evolution of B2B GTM Strategy📅 May 20 | 🕚 11:00 AM – 12:00 PM PDTWith Forrester Principal Analyst Amy Hawthorne👉 Register here
Salesloft Virtual Summit: The Winning SystemNow available on demand👉 Watch the replay
💬 Quote of the Week
"Think of the inbox as a social scroll. Your job is to catch the eye — then offer value. The majority of the time you hit send, you're giving, not asking."
— Jay Schwedelson, Founder, SubjectLine.com
👉 Great marketing = creative storytelling + operational excellence.
— Alice de Courcy, CMO of Cognism
All content in this newsletter was written and edited by Océane Li—not AI 🤖
🧠 Ready to revamp your strategy? Check out our past editions or let’s chat.
🎯 Until next time—stay bold, stay targeted.
Comments