19th Edition (Published on Dec 2)
Editor's Notes: What Changed in ABM for 2024?
2024 brings a seismic shift in ABM's role: what was once viewed as just a marketing initiative has now evolved into a core part of the entire Go-to-Market (GTM) strategy. Sales, revenue operations, customer success - ABM is now driving collaboration across every function that touches revenue. The old view of ABM as a ‘campaign for a few selected accounts’ is history, replaced by a holistic, organization-wide approach. Many of these shifts can be attributed to advancements in Gen AI technology.
We observed the following key shifts in ABM this year:
ABM is becoming a GTM cornerstone, uniting cross-functional teams toward shared goals. (Source: Demandbase) (Read more)
A notable 43% rise in ABM budgets across APAC marketers, signaling global confidence in ABM's role. (Read more)
The rise of targeted influencer strategies, with LinkedIn evolving into a leading B2B influencer platform. (Read more)
Let’s explore these shifts together.
Must-Know Industry News: Research & Innovations Shaping ABM
Global Spending Trends: ABM’s APAC Breakthrough
According to xGrowth, 43% of APAC leaders plan to boost ABM budgets in 2025, up from 28% last year. This growth highlights confidence in ABM's ability to drive post-downturn recovery, powered by generative AI tools that improve personalization, data analysis, and cost efficiency. Additionally, APAC marketers are increasingly leveraging generative AI for campaign planning (28%) and data analysis (24%).
ABM Highlight in Mainland China - A Rising Market
SalesDriver’s 2024 ABM Whitepaper highlights that ABM in China has grown by 149% year-over-year, with adoption led by large enterprises and healthcare. While adoption is nascent, the potential for expansion is significant as businesses realize the value of targeted engagement. Key tactics include:
Focused efforts on 100-1000 high-value accounts.
Heavy use of offline meetups and content syndication.
LinkedIn as a B2B Next Gen ABM Powerhouse
LinkedIn’s newly enhanced Lead IQ and Account IQ features streamline lead insights and account-specific recommendations, allowing sellers to develop meaningful connections faster. Sponsored newsletters and AI-powered campaign tools also enable deeper thought leadership and personalized outreach. These innovations position LinkedIn as a key player in account-based prospecting + influencer marketing.
Real-Time Revenue Insights: Salesloft's Command Center
Salesloft's recent release on Command Center is revolutionizing how revenue leaders approach deal management with:
Conductor AI, offering actionable insights on deal gaps and stalled pipelines.
AI agents like Objection Handling and Stalled Deals, helping teams identify coaching needs and reinvigorate opportunities.This innovation enables real-time decision-making and faster deal closures, setting a new standard for revenue orchestration.
ABX Insights from Industry Icons
ABM Power Shift: What the 2024 Gartner Magic Quadrant Reveals
The 2024 Gartner Magic Quadrant for ABM Platforms isn’t just a ranking - it's a reflection of how ABM and B2B demand generation have fundamentally evolved. NextGenABM compared this report with last year’s, revealing some big leaps forward that are reshaping how we approach ABM strategies:
AI Has Moved Front and Center
2023: AI was a nice-to-have, offering features like predictive analytics and basic intent scoring.
2024: It’s the driving force. Generative AI now creates personalized ad copy, crafts dynamic account summaries, and even suggests next-best actions for sellers. Vendors like 6sense are leading the charge, using AI to make targeting smarter and faster.
Martech Silos? Say Goodbye - Cohesive Campaign is the Key
2023: ABM platforms worked well but operated in their own bubble, alongside marketing automation tools.
2024: Integration is king. ABM tools are now stepping into demand-gen territory with contact-level engagement and journey orchestration. The lines between ABM, CRM, and marketing automation are blurring, making it easier to create a seamless customer experience.
Vertical-Specific Strategies Are Gaining Ground
2023: ABM platforms were a great fit for tech companies but offered limited customization for other industries.
2024: That’s changed. From finance-compliant workflows to healthcare-focused integrations, platforms like ZoomInfo and Demandbase are expanding their reach with industry-specific solutions.
ABM Goes Multi-Channel
2023: Campaigns were digital-heavy, focused on ads and emails.
2024: It’s a multi-channel world. Think connected TV ads, direct mail, and even dynamic sales alerts. The buyer journey is becoming more sophisticated, and ABM platforms are adapting to meet buyers wherever they are.
Major Vendor Positions / Strengths Changes
ZoomInfo: Promoted to Leader status by enhancing its engagement capabilities through real-time alignment tools and expanded integrations.
6sense: Solidified its leadership further by adding AI capabilities such as automated account insights and sales alerts, journey analytics, and enhanced ad optimization.
Demandbase: Expanded its focus to LinkedIn native campaign creation and reporting, alongside AI scoring models for cross-sell and upsell opportunities.
B2B Influencer Marketing: The Future Is Collaborative
Nick Bennett’s analysis highlights major shifts in B2B influencer marketing, becoming a more integral part of ABM strategies:
LinkedInfluencers Rise: Platforms like LinkedIn are transforming from networking hubs into powerful tools for ABM campaigns, helping brands reach niche audiences through trusted, industry-specific voices.
Interactive Content Gains Ground: From VR/AR product demos to co-created campaigns, interactive content fosters deeper engagement, making it a key tactic for personalized account targeting.
Specialized Micro-Influencers Emerge: These experts provide precise targeting and resonate more strongly with niche audiences, offering an edge in delivering authentic and impactful messaging.
Top Tools & Resources for ABM Champions
🎙️ Podcast: Rethinking ABM for Modern GTM StrategiesHosted by Davis Potter and James O’Flaherty, this episode covers:
ABM’s expanded role in GTM innovation.
Tips for aligning ABM and demand generation seamlessly.
Leveraging AI-powered insights for account engagement.
📖 6sense Recorded Webinar: Building Your AI Strategy for 2025
Real-world examples of AI-driven outbound prospecting and lead generation.
A checklist for creating a robust AI roadmap.
Strategies to integrate AI for pipeline growth and operational efficiency.
Upcoming Events We’re Attending
The 40% Shift: How AI is Reshaping Marketing Budgets📅 December 10, 2024 | 10:00 AM PT Register Now Join Chris Connell, Chief Growth Officer at We Brand, for insights on reallocating budgets, reskilling teams, and integrating AI into marketing strategies.
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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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