Weekly ABM/ABX Insights - AI-Proficient Marketers Are Winning. Are You One of Them?
- NextGen ABM
- Apr 15
- 4 min read
Edition #33 | Published April 14, 2025
AI proficiency is now a key marketing career and GTM differentiator. ➡️ I unpacked this in my latest piece for MarTech:📖 Why AI Proficiency is Today’s Must-Have Marketing Skill
This week, we’re exploring how AI is redefining ABM, GTM strategy, and the very skills hiring managers now prioritize. Let’s dive in.
🚀 The Pulse: Must-Know Industry News
Forrester B2B Summit Highlights ABM Success Stories
At the Forrester B2B Summit held on April 1-2, 2025, Demandbase showcased how top brands like Equifax and Paycor are leveraging ABM strategies to drive growth. Equifax discussed automating account-based strategies, while Paycor highlighted executing a full end-to-end account-based GTM strategy.
🔗 Read more
6sense Launches ABM Intelligent Workflows
6sense just introduced Intelligent Workflows, a new feature designed to streamline marketing operations and enhance campaign performance. This tool brings together data management and omnichannel engagement in a single canvas, integrating with major platforms like Salesforce, HubSpot, Marketo, Eloqua, Salesloft, and Outreach.
Salesloft Identifies Critical Sales Skill Gaps
Salesloft's April 2025 research revealed significant gaps in sales skills, highlighting underused AI tools, misaligned coaching, and inconsistent processes. The study emphasizes the need for AI proficiency training, data-driven insights to enhance coaching and talent development.
🎙 Voices of Influence: Insights from Industry Icons
How AI Agents Are Revolutionizing ABM 🧠
Insights from 6sense + Forrester’s Revenue Makers Live
AI agents are emerging as key players in modern ABM:
Automate workflows
Deliver personalization at scale
Reduce manual effort for GTM teams
🔍 Key Stats from Forrester’s Jessie Johnson:
94% of orgs use chatbots or assistants
75% will increase investment in conversation automation this year
#1 automation tech investment in 2025? AI agents
“AI agents are business applications of agentic architecture—trained to act invisibly on behalf of a human or enterprise.”— Jessie Johnson, Forrester
🔥 What’s Trending: Hot Picks This Week
AI Agents & AEO (Answer Engine Optimization) are going mainstream in B2B. Read more
Reddit for B2B? Yes. Early-stage tech companies are leveraging Reddit's niche communities for bottom-funnel research and insights into buyer pain points. Do you know that 40% of Reddit users use Reddit for Product reviews and recommendations, and 40% of people find a Reddit recommendation most influential to their decision to buy — more than reviews and influencers. See the data
🔦 Case Study: AI Proficiency as a Marketing Differentiator
AI is becoming a practical, everyday part of how I work. From account segmentation to campaign strategy, I use GenAI tools to move faster, personalize better, and think more strategically for my own startup and my clients. This hands-on experience mirrors what I recently shared in my article for MarTech: Why AI Proficiency is Today’s Must-Have Marketing Skill.
When I built a targeted demand gen marketing motion for a 50-person startup with only one marketer and a $3K paid media budget, I leaned heavily on AI to make it work: e.g. competitor and keyword research, persona development, rep-ready content tailored to buying groups, and AI-powered contact enrichment and engagement with personalized content. Instead of hiring three different roles, I used AI to fill the gap - acting as my strategist, analyst, and content partner.
🛠 Martech Spotlight: Cool Tools & Innovations
Clay + Upfluence/Modash = Smarter Influencer Sourcing
Clay is leveling up its influencer sourcing game. Thanks to new integrations with Upfluence and Modash, you can now find and enrich influencers across Instagram, YouTube, and TikTok—all from one dynamic table. This is perfect for GTM teams looking to amplify reach with social proof or explore influencer-led ABM tactics.
Start with a list of ideal creators.
Use lookalike matching to automatically source thousands of similar profiles that fit your brand.
Instantly enrich your list with contact details and key insights for outreach.
📚 Knowledge Vault: Must-Read Resources
"18 Best AI Marketing Courses To Take In 2025" – The CMO
A curated list of top AI marketing courses to help professionals stay ahead in the evolving landscape.Explore courses
Effective ABM Nurture Strategies for an Economic Downturn by Madison Logic (On-Demand Access) Access the event here
6 Myths About Sales Engagement: Omnichannel touchpoints indicate sellers are using more channels than just email.
⚡ Execution Tips & Tricks for ABM Success
Rethink Your Qualification Criteria: When qualifying prospects, avoid making title the sole criterion. One company may see "Head of Operations" as a decision-maker for supply chain software, while another might delegate this responsibility to someone else entirely. It's key to assess each person’s role in the context of their organization and not just their title. - Tips by Jeff Hoffman
Signal Mapping: Inventory all available data sources and signals in your organization, and broaden your view beyond basic engagement metrics. Consider leveraging conversational intelligence, content consumption patterns, and product usage data to inform your ABM strategy.
Dynamic ICP Refinement: Refine your Ideal Customer Profile (ICP) every 90 days to stay aligned with shifts in industry trends. Tools like Clearbit, Mutiny, and 6sense can help you track these changes and dynamically adjust your ABM segmentation.
🎤 ABM Insider: Must-Attend Events
Content BP for Evolving B2B Buying Groups by Madison Logic (Wednesday, April 30 | 11:00 a.m. EST) Register here
Campaign Performance: Measuring What Really Matters (Tuesday, April 22, 2025, at 1 PM EDT) Register here
💬 Quote of the Week
“I like to learn about best practices, especially from our industry, that maybe we’re not doing. It’s the fear of missing out. Not knowing what you don’t know.”
— Ryan O’Hara, VP of Marketing at LeadIQ (Quoted from B2B Whales’s newsletter - How to engage successfully with C-level?)
“We include brand assets in the valuation when we sell a company. Why isn’t investment in brand a line item on the balance sheet that bolsters overall company value?”
— Ardath Albee, published “Why ROI is undermining B2B marketing effectiveness” on MarTech.
That’s a wrap for this week.
Until next time—stay bold, stay targeted. 🎯 Don’t forget to check out our past resources and guides.
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