16th Edition (Published on Nov 4)
This week, we explore the power of account-based strategies and technologies in reshaping B2B digital advertising. From harnessing AI-driven accounts and personas audience engagement in new channels (e.g., programmatic ads, Connected TV, etc.) to using privacy-first approaches, it’s a landscape full of both opportunity and complexity. So, how can we work smarter, not harder, to ensure every engagement is targeted, relevant, and impactful? Let’s dive in and find out.
Editor's Notes: Navigating the New ABM Frontier
In this ever-evolving digital landscape, two key concepts have resonated with me deeply this week:
Defining Account-Based Marketing (ABM): ABM is a strategic approach to designing and executing highly-targeted and personalized marketing programs with specific accounts. (Insight courtesy of Momentum ITSMA)
Value-Driven BDR Interactions: Did you know that buyers typically complete 70% of their journey before ever speaking to a sales rep? This means our BDRs teams need to rethink their engagement tactics. Rather than pushing for early discovery calls or demos, focusing on educational content and genuine insights helps guide buyers naturally through their decision-making process. (Thank you, 6sense)
Editor's Pick: Demandbase Unveils 2024 ABM Trends - How AI and Privacy-First Strategies Are Transforming B2B Advertising
Demandbase’s 2024 State of B2B Advertising Report highlights critical trends like the integration of AI, cross-channel campaigns, and privacy-first advertising. With AI-powered automation leading the charge, programmatic ads and Connected TV (CTV) have become central to boosting ROI. A cross-channel approach is proving invaluable, especially as businesses navigate evolving buyer expectations.
Key Takeaways:
Privacy-First Strategies: Marketers must adapt to privacy-centric approaches while maintaining effective targeting.
The Rise of Influencer Marketing in B2B: Authentic voices are increasingly crucial for establishing trust.
Automation Dominance: Programmatic ads have replaced manual ad placements, becoming the gold standard for precision and ROI. Deep dive our programmatic ads insights.
Cross-Channel Integration: Combining platforms like LinkedIn and Connected TV (CTV) maximizes engagement, as proven by substantial uplift in conversions when used together.
Read the full report here.
Industry News & Research
ABM Benchmark Report 2024: Why ABM Leaders Outshine Laggards with CMO-Level Integration
The eighth annual ABM Benchmark Report by Momentum ITSMA shows that organizations succeeding with ABM treat it as a company-wide strategy, led by CMOs and embedded throughout all departments. These ABM leaders focus on data integration, sophisticated content personalization, and strategic account selection, achieving greater ROI.
Notable Findings:
87% of marketers expect ABM budgets to grow by 9% in the next year.
Cross-functional alignment is a key differentiator for top-performing ABM programs.
Establish Trustworthiness: subject-matter experts and senior executives are deemed most trustworthy (73%), while salespeople/account managers are less trusted (18%), highlighting the importance of leveraging trusted voices and influencers.
Fully leverage first- and third-party intent data and establish a consistent account selection model across ABM programs and sales segments.
Customer data platforms and account intelligence are weak spots for ABM laggards.
Read more at Momentum ITSMA.
State of Demand Gen 2024: The Shift Towards Precision, Quality, and AI-Driven Lead Strategies
The latest Demand Gen Report by Activate highlights a shift towards precision marketing, with an emphasis on ABM and AI use cases for improving ROI. B2B marketers are increasingly leveraging predictive analytics and real-time data to optimize lead nurturing and paid search efforts.
Insights to Note:
ABM, Lead Nurturing, and Paid Search are expected to see increased investment in the next 12 months, replacing Content Syndication and Email Marketing as priority areas.
High-ROI content like case studies and in-depth whitepapers are crucial for mid-to-late funnel success.
(Image courtesy of Activate's State of Demand Gen 2024 report)
There’s a growing focus on sharing engagement history and lead scoring data with sales teams to improve outcomes.
Get your copy of the full report here.
Optimizely’s Personalization Breakthrough for Real-Time Targeting
Optimizely launched its new personalization product to address the challenges of fragmented data and workflow inefficiencies. It boasts real-time targeting, a flexible audience builder, and predictive content delivery. Yet, it lacks a true account-based view based on our discovery, which may prompt marketers to seek more robust ABM personalization platforms (like for example, Navu). Check out their interactive demo here.
ABX Insights from Industry Icons: 2025 Programmatic Ads Playbook - Mastering Targeting and Impact in Digital Advertising
As programmatic ads gear up to dominate 86% of ad revenue by 2026, top brands are already refining their strategies to stay ahead. We recently attended a session on how investing in cutting-edge targeting and real-time audience engagement can deliver exceptional ROI for your next ABM campaigns.
Key Learnings from Industry Leaders:
Programmatic digital advertising isn't just about automation; it's about strategically placing your message where it matters most. By leveraging Page Context AI, you can align your ads with relevant website content, amplifying engagement and ensuring your messaging resonates at the perfect moment.
Persona-Centric Targeting: Develop hyper-relevant messaging tailored to different personas, ensuring maximum impact and resonance throughout the customer journey.
Cookieless Future: Adopt innovative, cookieless targeting techniques to reach your audience effectively as data privacy regulations evolve.
NextGenABM is an official Solution Partner of both Demandbase and HubSpot. Contact us to discuss more potential ABM integrated campaigns use cases.
Top Tools & Resources for ABM Champions
Large-Scale Personalization in Digital Advertising using 6Sense: A Step-by-Step Guide
Achieving genuine, impactful personalization at scale is not only possible but a key differentiator in ABM success. With 6Sense, you can achieve genuine, impactful personalization at scale. This guide will walk you through the process of using 6Sense to predict buyer behavior, manage digital ad campaigns, and deliver personalized content to the right accounts at the right time.
Step 1: Predict Buyer Behavior
Use 6Sense to predict where buyers are in their journey
Determine what type of content they should receive and when sales should reach out
Measure how much you've influenced them and how strong of a fit they are
Step 2: Manage Digital Ad Campaigns
Manage digital ad campaigns directly in the 6Sense platform
Deliver relevant content via resonated messaging in the right buying timing to the right account
2025 Demand Gen Marketing Planning Strategy Workshops The 2025 planning guide by Demand Gen Report emphasizes agility and responsiveness in marketing strategies. As buyer expectations evolve, traditional annual plans are giving way to more flexible, dynamic frameworks. The guide includes expert advice on how to craft marketing plans that win over CFOs and adapt in real-time.
Top Recommendations:
Masterclass on securing budget approval with data-driven strategies.
Insights on creating adaptable demand-gen frameworks to thrive in 2025.Access the full recordings here.
What Else We're Reading?
HubSpot’s CMO Kipp Bodnar and VP of Marketing Kieran Flanagan are redefining marketing conversations with their video podcast Marketing Against the Grain. In a recent episode, they explore how AI is transforming everything from real-time customer support to the user journey. Their insights are packed with practical takeaways for ABM leaders looking to improve personalization and streamline interactions.
Upcoming Events We’re Attending
ICP Master Class: Master Technographics for Account TargetingNovember 6, 2024, 8:00 am PST – VirtualDive into the role of technographics in defining Ideal Customer Profiles. This session will highlight how targeting based on technology use can transform your pipeline and enable more personalized ABM campaigns. Register here →
CTV Vibe Check: A Performance Channel MasterclassDate: November 19, 2024Discover how CTV has evolved into a crucial performance channel. MNTN’s research outlines best practices and strategies to optimize CTV ads for demand generation success. Join the Event.
Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@nextgenabm.io. If you think someone else might enjoy this newsletter, please pass it forward or they can sign up here. 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. Looking to start your ABM journey or need help with your current program? Let's talk.
Comments