15th Edition (Published in Oct 28)
Welcome to this edition of ABM/ABX Insights, where we explore how conversational AI is reshaping B2B marketing, from boosting conversions and automating engagement to transforming data management. Imagine a world where AI not only supports buyer decisions but acts as their own “buyer agent,” conducting vendor screening and selecting options on their behalf. The future of ABM and B2B marketing, is about creating natural, contextual, and human-like conversations with both human and AI buyers.
Editor's Pick: The State of Marketing Automation with ABM Buying Groups and AI
The State of Marketing Automation with ABM Buying Groups and AI
Adobe’s latest research highlights how AI and ABM Buying Groups are reshaping engagement strategies, especially in the world of marketing automation. With over 600 marketing leaders surveyed, Adobe’s insights reveal a shift in focus toward Customer Experience (CX), with B2B marketing increasingly adopting B2C-style, experience-centered strategies. Leaders are advancing next-gen GTM orchestration to nurture buying groups within accounts, an area where many organizations still lack effective tools and processes. AI is also enabling the creation of personalized content at scale, allowing precise targeting and real-time engagement via chatbots and BDRs. Integration has become critical, with leaders now prioritizing marketing automation’s alignment with a B2B-centric CDP over traditional CRM integration.
Industry News & Research
Twilio + OpenAI: The Future of Conversational AI in B2B Marketing
Twilio’s new integration with OpenAI’s Real-Time API opens the door for companies to create real-time, personalized voice experiences that feel as natural as speaking to a real person. This conversational AI can handle complex interactions and is designed to drive deeper engagement. Think of the possibilities here for ABM: real-time support, smoother lead qualification, and a seamless experience that keeps prospects engaged without the friction of traditional methods. Read More
Madison Logic and Gong: Account and Buyer Intelligence Directly In Front of Sellers
Madison Logic’s partnership with Gong is a powerful step toward tighter alignment between sales and marketing teams. By connecting Madison Logic’s ABM insights with Gong’s revenue intelligence, teams can now get real-time updates on account engagement. This streamlined approach helps sales teams prioritize key buyer personas, anticipate customer needs, and maintain a unified brand voice across interactions. Read More
LeanData’s Innovation for ABM Success with Buying Groups
LeanData’s new Buying Groups Blueprint and Orchestrator are elevating ABM by automating the identification, engagement, and management of buying group stakeholders within target accounts. These tools map personas, engagement levels, and critical roles in the buying cycle, enabling seamless alignment between sales and marketing so no key contact is overlooked. The Buying Groups Blueprint analyzes patterns in past opportunities, identifying influential roles, while the Buying Groups Orchestrator uses AI to automate the tracking and assignment of group members.
ABX Insights from Industry Icons
Kipp Bodnar on AI-Powered CRO: Rewriting Conversion Rate Optimization for ABM
Kipp Bodnar, CMO at HubSpot, emphasizes the transformative impact of AI-powered Conversion Rate Optimization (CRO) for ABM, noting that AI investments can boost conversion rates by up to 100%. HubSpot’s data demonstrates that AI-driven personalization at scale - via tools like chatbots and customized email campaigns, delivers highly relevant experiences for B2B buyers, establishing CRO as a crucial element of ABM. AI chatbots, in particular, offer 24/7 human-like interactions that efficiently provide users with exactly what they need. Despite concerns that chatbots may lack a personal touch, HubSpot’s AI chat experiment revealed a >50% increase in chat value, human-equivalent CSAT scores, and a 43% rise in chat conversion rates, showcasing the potential of AI to enhance user engagement and satisfaction.
NextGenABM is an official Hubspot Solution Provider partner. Contact us to discuss more potential AI powered chatbot use cases.
Top Tools & Resources for ABM Champions
AI Vendor Purchase Checklist: This checklist is a must-have for ABM teams evaluating new AI tools. Covering key areas like integration with existing platforms, quality of AI-generated content, and the ability to scale, it helps teams avoid mismatched tools and ensures they choose technology that aligns with their ABM goals.
Snowflake’s Modern Marketing Data Stack: Snowflake’s report takes a closer look at the shift toward unified data platforms for ABM. By consolidating data in one place, ABM teams can gain deeper insights into customer journeys and leverage AI to deliver better-targeted campaigns.
What Else We're Reading?
HubSpot’s CMO Kipp Bodnar and VP of Marketing Kieran Flanagan are redefining marketing conversations with their video podcast Marketing Against the Grain. In a recent episode, they explore how AI is transforming everything from real-time customer support to the user journey. Their insights are packed with practical takeaways for ABM leaders looking to improve personalization and streamline interactions.
Podcast: The Science of Scaling
In this podcast, Mark Roberge (Stage2Capital) discusses the science behind scaling revenue through a strategic B2B revenue lens, focusing on how tech companies can structure their GTM efforts to drive sustained growth. Podcast link
Upcoming Events We’re Attending
B2B In The Fast Lane: 2024 Strategy & Planning SeriesOctober 28-31, 2024 – VirtualLearn the flexible ABM frameworks that will drive 2025 GTM strategies, with a focus on real-time responses to buyer signals. This event is designed to help teams pivot quickly and prioritize personalized ABM efforts. Register here →
ABM and AI for Marketers: Priority Use Cases for 2025Oct 29, 2024, 1:00 EDT (10:00 PDT) – VirtualSpeakers: Tom Keefe and Alicia Hale, DemandbaseThis webinar covers game-changing ABM and AI strategies for 2025, including predictive analytics and tactics for creating personalized buyer experiences. Walk away with actionable insights to elevate your ABM game. Register here →
ICP Master Class: Master Technographics for Account TargetingNovember 6, 2024, 8:00 am PST – VirtualDive into the role of technographics in defining Ideal Customer Profiles. This session will highlight how targeting based on technology use can transform your pipeline and enable more personalized ABM campaigns. Register here →
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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