20th Edition (Published on Dec 10)
Editor's Notes: AI, Personalization, and Cross-channel Insights Reshaping B2B Strategies
Today’s B2B buyers, shaped by their consumer experiences, now expect seamless, cross-channel journeys and a level of personalization that was once the hallmark of B2C marketing. These expectations are further amplified by the power of AI. We've covered The Shift Towards a More Humanized B2B Approach in our past posts. This week, we’re discussing how B2B marketing, especially ABM and Demand Gen, can embrace B2C-inspired strategies like hyper-targeting, influencer impact, and cross-channel integration to win in 2025.
Whether it’s Quora partnering with Bombora to make smarter ABM targeting possible in a B2C-style contextual targeting, or HubSpot tapping into AI-powered customer real-time insights, or Demandbase's CMO sharing how cross-channel integration works in ABM for 2024, these B2C-inspired innovations offer B2B marketing a critical advantage in targeting, personalization, and cross-channel alignment, shaping the future of ABM.
Let’s explore them now!
Must-Know Industry News: Research & Innovations Shaping ABM
Quora’s strategic partnership with Bombora introduces ABM targeting to its ad platform, enabling marketers to precisely target decision-makers within their natural engagement flow. With access to Bombora’s 450+ B2B audience segments, marketers can serve hyper-relevant ads to professionals based on job role, seniority, and industry. This partnership exemplifies how B2C-style contextual targeting can enhance ABM effectiveness.
Key Takeaway: Hyper-targeting decision-makers within their organic digital behaviors elevates ABM campaigns by fostering relevance and timing - a play straight from the B2C handbook.
HubSpot’s acquisition of Frame AI underscores the shift toward unstructured data as a goldmine for customer insights. By integrating Frame AI’s conversational intelligence, HubSpot aims to deliver real-time personalization across marketing, sales, and service interactions.
Key Takeaway: Borrowing from B2C’s real-time customer intelligence approach, B2B brands can better anticipate needs and deliver contextually relevant experiences.
Integrate’s enhancements to its lead management platform simplify targeted accounts focused social media campaigns on LinkedIn and Facebook. These updates include automated lead delivery, real-time connection issue alerts, and streamlined form mapping. With these improvements, marketers can optimize data accuracy and drive engagement through cleaner, compliant leads.
Key Takeaway: Social media is evolving into a powerful ABM element. Precision targeting, clean data, and integrated workflows can amplify social campaign effectiveness, mirroring the efficiency seen in B2C campaigns.
ABX Insights from Industry Icons:
Demandbase CMO Kelly Hopping recently shared that while ABM remains a staple, its “marketing” connotation is giving way to “go-to-market” strategies emphasizing cross-functional alignment.
So, what’s working today?
Cross-Channel Integrated Campaigns: Combining CTV, LinkedIn, and display ads drives more efficient results by lowering CPC and amplifying ROI. According to Metadata.io’s recent 2024 B2B marketing report:
LinkedIn remains the top performer for B2B marketers looking to convert opportunities.
Facebook excels at cost-effective engagement and nurturing leads through the funnel.
Instagram offers the lowest cost per lead, making it ideal for early-stage lead generation and brand awareness.
Retargeting and firmographic targeting deliver high ROI for both triggered and influenced opportunities.
Influencer Impact: Influencers are no longer just for B2C. B2B brands are leveraging industry-specific influencers to build trust and extend their reach. This tactic helps Demandbase target sales audiences through influencers with strong followings, enhancing adoption and engagement.
Intimate Events: Small-scale, personalized engagements like executive dinners outperform large trade shows in creating pipeline and accelerating deals.
Key Takeaway: ABM must embrace integrated, personalized, and cross-channel outreach across multiple touchpoints, another strategy that B2B marketers can borrow from B2C peers.
Top Tools & Resources for ABM Champions
Demandbase Cross-Channel Marketing GuideThis guide reveals how integrating CTV and display ads can increase engagement by 46% and clicks by 54%. By blending channels, marketers achieve a holistic view of the customer journey, optimizing every interaction.
Preparing Contact and Account Data for ABM SuccessEffective ABM strategies hinge on high-quality contact and account data. According to ZoomInfo, organizations implementing ABM see 200% pipeline growth and a 20% increase in deal size.
Data Cleansing and Enrichment: Regularly updating contact details ensures marketing efforts reach the right personas.
Intelligent Account Selection: Leveraging market intelligence for precise targeting.
Ongoing Data Maintenance: Preventing data decay ensures sustained success.
Pro Tip: Treat your data strategy as the backbone of ABM, ensuring it’s clean, complete, and consistently optimized for targeted campaigns.
This Week's 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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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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