14th Edition (Published in Oct 21)
In this edition, we will explore the transformative power of real-time contextual buying signals from company earning calls and automated opt-in buying group augmentation. As we strive to enhance your experience, this edition features a refreshed design and content format based on your feedback. Dive into how industry leaders like ZoomInfo, TechTarget, Demandbase, and leading companies like Okta are leveraging these signals to fine-tune their ABM strategies, enabling teams to engage the right buying groups with precision and impact.
Editor's Notes: A Reflection on October’s New ABX Solutions Launch – Driving Results with Real-Time Buying Insights
ZoomInfo, TechTarget, and Demandbase each bring unique strengths to the ABM landscape, offering targeted solutions that marketers and sales teams can leverage to improve their go-to-market efforts. ZoomInfo focuses on providing extended contextual real-time buying signals (our unique insights) at both the account and buying group levels, enabling teams to create highly targeted signal-based sales play and personalized content, assets, and messaging that resonate with the right audience. TechTarget simplifies outreach with automatic opt-in buying group identification and expansion into your CRM/MAP, making it easier for marketers to engage with high-intent buying groups. Meanwhile, Demandbase enhances the sales experience by offering a seamless experience for prospecting that allows users to identify, prioritize, track, and analyze key contacts and accounts, supported by robust SalesTech integration, which is a step forward for uniquified GTM view. Let's discuss how these insights are reshaping the future of ABM / B2B marketing.
Industry News & Research
ZoomInfo Expands Real-Time Buyer Signals for Enhanced GTM Precision
ZoomInfo’s recent expansion of its AI-driven signal library enables GTM teams to access real-time insights from earnings call summaries, podcast mentions, and competitive risks, including company funding rounds, leadership changes, hiring trends, etc.. Incorporating these signals into ABM strategies can enhance account scoring models and support more signal-based, always-on sales plays and campaigns. Early adopters have reported a 58% increase in account engagement and a 25% boost in pipeline generation. Our Unique Insights and Explore More
TechTarget’s Priority Engine Demand Boosts ABM Effectiveness
TechTarget’s launch of Priority Engine Demand provides B2B GTM teams with new ways to activate and engage high-intent, opt-in buying groups. The module enables marketers to move beyond single-lead engagement by focusing on buying groups within target accounts. A key feature is the identification of Qualified Account Buying Groups: each time a lead is generated by a Content Hub, it immediately identifies and delivers the lead to customer CRM and MAP solutions, along with the opted-in buying group members who are actively researching solutions in that topic area. Read More
ABX Insights from Industry Icons
Selling B2B Marketing to the Other C-Suite: Position Marketing as Product
Emily Kramer, a B2B marketing executive veteran and investor, emphasizes the importance of aligning your vision of marketing with that of the other C-suites or founders, as she explained in a recent blog/interview with HubSpot. She compares marketing teams to product teams—not sales. Both product and marketing are multidisciplinary, both have a portfolio of ideas and a roadmap of big initiatives, and both require a balance of optimizing existing features or campaigns while launching new ones to help the business grow.
ZoomInfo’s Real-Time Buyer Signals Revolutionizing Target Account Strategies
ZoomInfo’s Chief Product Officer, Dominik Facher, highlights how real-time signals are transforming ABM programs by enabling sales and marketing teams to focus on accounts showing readiness to engage. He stresses prioritizing signals like leadership changes, funding rounds, and hiring surges to enhance outreach and maximize impact, providing essential context for engaging key decision-makers before competitors. We categorize these newly expanded signals by their account buying nature, recommending that “Leadership and Organizational Changes” be an always-on sales play, while the others should be integrated into your ABM/ABX strategy as engagement signals to move accounts through the funnel. Read The Insights
1 - Financial Signals
Our recommendation: Implied IT/product category budget changes based on those signals.
Funding: Major funding rounds in the last 90 days.
IPO: Efforts related to an initial public offering or follow-on offering.
Earnings Call Summaries: Insights into a company’s strategic direction through summaries of public company earnings calls.
Layoffs: Layoffs at a company in your ICP/Account List.
2 - Growth and Expansion Signals
Our recommendation: A spike in hiring plans or projects would be more helpful than purely the delta, as growth/reduction of role openings over time has less meaningful impact than a surging trend.
Hiring Plans: Growth or reduction in the number of roles posted in a department or buying group.
Projects: Initiatives related to department-specific projects.
Partnerships: Initiatives related to service agreements, outsourcing agreements, contract extensions, and other collaborative efforts.
Pain Points: Major business challenges a company is trying to solve.
3 - Leadership and Organizational Changes
Our recommendation: This should be a top priority for any markters & sellers.
New C-Suite in Buying Group: A new contact in your buying group has joined the C-Suite.
Buying Group Changes: A contact in the buying group joined or departed your target account.
4 - Research and Intent Signals
Our recommendation: Consider competitors mentioned by key contacts at target accounts.
Account Level Intent: A target account is actively researching one or more of your intent topic clusters.
Podcast Mention Tracking: Insights when key contacts at target accounts participate in relevant podcasts.
Website Spike: A target account recently visited pages on your websites and domains.
5 - Engagement and Interest Signals
Submitted or Abandoned Forms: Submitted or abandoned forms show when website visitors interact with forms on your website.
Account Fit Score: Accounts with the greatest potential for success.
6 - Mergers and Acquisitions Signals
Our recommendation: It’s generally harder to capitalize on a prospect account’s M&A event in B2B marketing, as the implications are often uncontrollable.
M&A: The consolidation, acquisition, or disposition of companies or assets through various types of strategic transactions.
Demandbase One for Sales: Enhancing Sales Alignment with ABM
Demandbase One for Sales is bridging the gap between ABM and sales by providing actionable insights that allow teams to prioritize target accounts with the highest potential. With features like Smart Scoring and Buying Group Intelligence, Demandbase empowers sales teams to engage the right decision-makers at the right time. This streamlined, data-driven approach to ABM and sales alignment helps reduce sales cycles and increases the likelihood of closing deals with key accounts. Discover More
Top Tools & Resources for ABM Champions
How to Surround Target Accounts with Intent & Signal Data
For ABM practitioners, the key to success lies in the ability to interpret and act on buyer signals across multiple touchpoints. Recent research shows that 63% of B2B companies are increasing their investment in intent data, yet many still struggle to turn this data into actionable insights. This article outlines how to integrate intent data with firmographic and technographic data to create highly relevant messaging that surrounds target accounts and drives engagement at the right moment in their buying journey. Download Here
What Else We're Reading?
2024 Intent Data Landscape: Best Practices for ABM
This report discusses how leading businesses, like Okta, are navigating the use of intent data for refining ABM campaigns and broader GTM strategies. It highlights the need for aligning intent signals with GTM strategies to create meaningful engagement with target accounts and convert interest into revenue. Read More
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
Demandbase CXO Unfiltered Webinar Date: October 22, 2024 – Virtual. Join other CXOs in an open forum to discuss crowd-sourced topics around ABM and GTM strategies. This session provides real-time insights into what industry leaders are focusing on for 2025, helping you refine your own strategies for targeting key accounts. Register here →
Snowflake Data Cloud - Inside the Modern Marketing Data Stack Date: October 23, 2024 – VirtualJoin this event to explore which technologies are enabling ABM teams to optimize their data for better GTM strategies. Snowflake’s annual report highlights the top tools across categories like AI, data privacy, and marketing analytics — all critical components for successful ABM programs. Register here →
Top Pick - B2B In The Fast Lane: 2024 Strategy & Planning Series Date: October 28-31, 2024 – Virtual. This virtual event focuses on how GTM teams can use flexible frameworks to drive their GTM strategies for 2025. Learn how to pivot quickly and respond to buyer needs in real time as they evolve, using dynamic ABM/ABX approaches that prioritize responsiveness over rigid planning. Register here →
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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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