23rd Edition (Published on Jan 13)

Editor's Notes:
In the era of ABM, lead gen has evolved far beyond filling the top of the funnel with names and numbers. Today, it’s about identifying and nurturing the right decision-makers within the right accounts through precision and personalization.
This shift demands a deeper understanding of GTM strategies and tighter alignment between revenue teams, and a unified multichannel approach that connects the dots across inbound, outbound, calling, social, direct mailing, digital ads, and more.
In this week’s insights, we’ll dive into how lead gen has evolved in the ABM era and what it takes to build a strategy that drives real impact.
Must-Know Industry News of This Week
Salesloft’s Gartner Recognition: Redefining Multichannel Engagement for Lead Gen in ABM Era
Sales engagement platforms are transforming how teams streamline multichannel workflows,
with AI-powered automation and prescriptive actions on high-value revenue activities becoming core features. Gartner’s Customer Choice recognition underscores Salesloft’s capabilities, which go beyond traditional sales engagement to deliver a comprehensive Revenue Orchestration Platform that activates buyer signals across the entire sales ecosystem.Read more about this recognition here.
Our Take: While multichannel marketing is well-established, 2025 will see a more focus on multichannel sales engagement beyond cold emailing/calling. Streamlining seller activities across these channels is poised to become a critical driver of lead gen success.
Jasper Launches AI Studio for ABM Marketers
Jasper's new AI tools enable marketers to create customized apps and workflows without relying on IT democratizing GenAI for ABM. B2B marketing team could create a custom ABM app that conducts account research to recommend key accounts to focus on, and relevant products and services to promote to them.
Discover more about Jasper’s AI Studio here.
ABM / ABX Insights from Industry Icons
G2’s 2025 Pulse on Lead Gen in ABM Era - Challenges and Opportunities
After reviewing G2’s 2025 stats for ABM, here are our key takeaways on the state of ABM and its impact on lead gen.
ABM expands beyond Enterprise: 29% of marketers now target between 101 and 500 accounts, signaling its growing relevance for SMB segments.
Revenue gen shifting to Account Focused: 87% of marketers believe blending traditional lead gen with a strong account-based focus is essential for maximizing revenue potential.
Execution Challenges: With only 17% of organizations having fully developed ABM strategies. However, those who succeed see 60% higher success rates, with top performers dedicating 18% of their budgets to ABM.
Automation and Data: 91% of marketers use intent data, while 71% rely on automation tools to scale personalization.
Maturity on the Rise: 68% of ABM leaders are expanding their strategies, backed by growing investments in resources and adoption.
Lead Gen in ABM Era: Our Takes
Effective lead gen in the ABM era relies on tackling key challenges like high-quality account-ready data, lead validation, and unified multi-channel engagement (including personalized email campaigns, engaging LinkedIn content, thought leadership assets like whitepapers, and even direct mail).
Top Tools & Resources for ABM Champions
Building a robust lead gen strategy in ABM starts with precision and scalability. Below, we explore actionable guides from key resources to empower your targeted lead gen efforts:
Building a Targeted Database for Decision-Makers: Your ABM success hinges on a high-performance database. According to Callbox, creating a targeted database of decision-makers is foundational for personalization, better ROI, and sales-marketing alignment. Explore the guide here.
Improving Lead Quality in PPC Campaigns: Search Engine Land emphasizes refining PPC campaigns through lead qualification and CRM integration to track and optimize high-value conversions.Read the full article here.
Transforming Content Syndication into a Revenue Driver: Content syndication, when paired with verified account engagement, can generate high-quality leads while expanding brand awareness. Learn how to enhance content syndication here.
What Else We’re Reading?
Delivering A 1:1 Brand Experience At Scale With Agentic AI
By David Greenberg, CMO at Conversica Read the full article here
Gartner predicts that 75% of B2B sales teams will use AI agents by 2025. AI agents are revolutionizing how B2B companies engage prospects and customers. These agents, with human-like reasoning capabilities, are transforming interactions into more complex, multi-step conversations that drive business outcomes (e.g. book a demo).
Upcoming Events We’re Attending
2025 B2B Marketing Trends: Insights to Elevate Your Account-Based Strategy: January 22, 2025, at 11 a.m. ET. Explore shifts in B2B buyer behavior, the role of GenAI in content personalization, and strategies for adapting to these trends. Register Here
Revenue Growth Playbook 2025: Featuring Matt Dixon, January 22, 2025, at 12 p.m. ET. Learn actionable strategies to navigate modern revenue challenges. Register Here
Readers: Which lead gen strategy has delivered the most success for your team this year?
More Insights and Tips Like This?
Subscribe to our Weekly Newsletter or follow us on LinkedIn to get the latest insights on industry trends, tips, and useful resources on ABX. Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@nextgenabm.io.
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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