2nd Edition
Welcome to the second edition of our Weekly ABM Insights Newsletter! This week, we're excited to bring you the latest from industry leaders like Demandbase, HG Insights, 6Sense, Salesloft, Uberflip, and more. Discover how these companies are driving innovation in outbound marketing, job change signals, personalized experiences, and the evolving role of marketers in sales activation.
Discover how you can leverage these advancements to elevate your ABM strategies.
Industry News
Demandbase Named a Customers’ Choice in 2024 Gartner® Peer Insights™ Voice of the Customer for ABM Platforms
For the second consecutive year, Demandbase has been recognized as a Customers’ Choice in the Gartner Peer Insights Voice of the Customer for Account-Based Marketing Platforms. This recognition highlights Demandbase’s commitment to delivering top-notch service and innovative capabilities, as reflected in high user satisfaction ratings. Demandbase received high marks in the report, with ratings of 4.7 out of 5 for Product Capabilities, 4.5 for Sales Experience, 4.6 for Deployment Experience, and 4.7 for Support Experience. Notably, Demandbase was one of only two providers to receive this distinction. As we discussed last week, Demandbase's Multiple Buyer Journeys have been a game-changer for our customers. Access Report
With New HubSpot Integration, HG Insights Amplifies GTM Teams’ Engagement With Competitive Technology Intelligence
HG Insights, a leading B2B GTM intelligence provider, announced a native integration with HubSpot, enhancing CRM capabilities with relevant and timely technology insights. This integration enables sellers and marketers to gain a deeper understanding of their target companies by syncing critical data directly into HubSpot, enabling use cases such as targeted account lists, prospect identification and engagement, personalized marketing campaigns, and more. The integration, part of HG Insights' broader growth strategy, supports cross-functional alignment and improves operational efficiency for go-to-market teams. Read More
Uberflip Reimagines Platform To Enable Personalized Engagement at Scale
Uberflip, a leading content marketing platform, recently launched the next generation of its platform to address the increasing demand for personalized, self-service buying experiences in the B2B sector. This new feature allows users to create personalized destinations, such as landing pages and microsites, tailored to specific buying personas; also enables content segmentation by industry, persona, or buyer stage, and provides enriched account-specific analytics that sync with marketing automation data to attribute engagement to specific contacts and accounts. Read More
Nielsen Selects LiveRamp to Connect Advanced Audiences for Big Data and Cross-platform Measurement and Planning in Nielsen Ecosystem
Nielsen integrated LiveRamp (a leading global data collaboration platform)’s RampID technology to enhance data integration and audience measurement. This collaboration allows for advanced audience planning and measurement across platforms, leveraging both first and third-party data. The integration aims to meet the growing industry demand for highly targeted audiences powered by big data. Read More
ABX Insights
Don't Miss Out: 6Sense Reveals Secret to Higher Win Rates in Outbound
Source: 6Sense
Contrary to common trends, 6Sense achieves higher win rates for outbound leads compared to inbound leads. This success is attributed to precise insights (timing + intent) into the buying journey, enabling sellers to engage at the right time with companies and buyers that are actively researching their solutions. The strategy involves synchronizing marketing and sales efforts, utilizing hot account routing, and leveraging technology to uncover ripe opportunities for outbound engagement. Read More
Salesloft + UserGems: Act on Job Change Signals in Your Workflow
Source: SalesLoft
Did you know that new execs are 2.5x more likely to buy in their first 3 months on the job? Signal-based selling, especially job changes, can significantly impact buyer-seller relationships. This new Salesloft + UserGems integration enables sales teams to act on job change signals with highly-personalized messaging and prioritize each interaction in a single workflow alongside other signals from across your systems. Here is a step-by-step guide on how to set it up for your ABX/ABM success.
Resources
Webinar Recap: Signal to Sale - Faster: Strategies for Empowering Every Seller
In the recent ZoomInfo Webinar, Bryan Law (CMO) and Haley Katsman (VP of Strategic Sales) shared actionable strategies for marketers to empower sellers.
Key takeaways:
Enablement is Key: Every marketer should be an enabler, stepping into sellers' shoes to streamline the end-to-end revenue process, reducing noise and friction for sellers.
Unlock Top Sellers' Potential: When enabling sales, identify and equip early adopters, observe and monitor their success, and showcase their best practices to middle performers.
Marketing's Role in Activating Sales
Identify whitespace: Scale what works for sellers, maximizing their impact.
Simplify things for sellers: create a process where marketing identifies plays, runs outreach, and invites sales to take over.
Leverage data & AI: Use tools like ZoomInfo's Co-pilot for personalized engagement, from prospecting to targeted outreach.
Boost efficiency: Automate research and engagement to improve seller productivity.
Avoid Email Fatigue: Engage target accounts through diversified channels like social media, direct mailing, and thought leadership. We previously covered this topic here.
Unified Account View: New technologies like ZoomInfo's Co-pilot provide a cohesive strategy for new business, renewal, and expansion deals, enhancing handoffs between New Biz Rep and Customer Success Rep.
Winning Tactics to Engage Accounts in Campaigns: Share valuable insights that customers don’t know yet, such as competitor analysis or customer trends, to spark engagement.
The Ultimate Guide from 6Sense: B2B Data Hygiene and Data Cleansing
This guide dives into the importance of data hygiene, outlining the severe consequences of “dirty data” and providing practical steps to cleanse and maintain your data.
Key takeaways include understanding the differences between data hygiene, data quality, and data integrity, and the substantial impact of clean data on your bottom line. Read More
Upcoming Events
June 18th at 8 AM PT / 11 AM ET: Rethinking the Role of Sales in the Age of the Empowered Buyer. Hosted by Kerry Cunningham (6sense Head of Research) and Sid Kumar (former HubSpot SVP of Revenue Operations). Register here.
June 19, 2024 at 9 AM PT: Sales & Marketing Alignment: How to Synergize for Success. Hosted by ZoomInfo and Carlos Hidalgo (CEO of Digital Exhaust and B2B expert). Register here.
Thursday, June 20th, 2024, 9 AM – 11 AM BST: Sales and Marketing Alignment Roundtable. Held at The Corinthia Hotel in London, hosted by Kelly Hopping (Demandbase CMO) and John Eitel (Demandbase CSO). Register here.
Thursday, June 20th at 11 AM PT / 2 PM ET: From Insight to Action: Enhance Your B2B Marketing with Intent Data. Hosted by Dara Such (VP of Customer Enablement & Data Strategy at TechTarget). Register here.
We hope you find these insights useful for your marketing and sales strategies. Stay tuned for more updates next week! 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. Visit our website to learn more about our mission and services.
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