9th Edition
Happy Mid-August! Let's explore the critical role of sales and marketing alignment in ABM, and how to effectively harmonize GTM and ABM strategies. As B2B buying journeys increasingly shift online, traditional methods of identifying buying group members are evolving. AI-powered tools from Demandbase, Anteriad, and 6sense now enable more precise targeting of buying group members earlier in the process. Leveraging these advancements, coupled with effective GTM and ABM integration, drive more aligned, impactful marketing and sales efforts.
P.S. As someone with expertise in both ABM and GTM strategy throughout my 12 years+ B2B career, I believe while GTM and ABM can work well together, there are challenges to watch for. GTM aligns teams around the customer from a strategic level, whereas ABM tends to focus on both strategic marketing and tactical account-level engagement. Combining these approaches, as ABX (account-based experience) does, can create a strong, unified strategy for B2B success.
Industry News & Research
New Report is Ready - The 2024 B2B Playbook For Sales & Marketing Alignment
Sales and marketing alignment is a pressing issue in the B2B marketing space, with 90% of professionals reporting misalignment across various aspects. ABM industry leader Demandbase's CMO, Kelly Hopping, discusses the roots of this issue and offers actionable steps to bridge the gap. This report dives into the causes of misalignment, strategies for streamlining processes, and how consistent messaging can improve overall performance.
Read the full report or check out NextGenABM's curated insights
Is GTM the New ABM? Forrestor's Insights on the Latest B2B Trends
Over the last 18 months, there’s been a noticeable shift in the B2B marketing landscape with the rise of go-to-market (GTM) strategies, similar to the earlier rise of ABM. Many ABM platforms are rebranding as GTM / ABX platforms, and there’s increasing interest from service providers in this space. However, with this shift come challenges. Just as ABM had its growing pains, GTM/ABX could face similar obstacles if it isn’t clearly defined and effectively executed. Read More
Channel99 Launches Target Accounts Marketing Vendor Scoring Technology
Channel99 has introduced a new AI-powered scoring tool for B2B marketing, offering insights into vendor performance across major platforms like LinkedIn, Google Display, and Facebook. The technology measures reach, engagement, and financial efficiency, providing a clear, unbiased view of which vendors are most effective at converting target accounts into customers. This tool helps marketers optimize their investments and improve pipeline growth. Read More
ABX Insights
New Ways to Identify Buying Group Members - Aligning Marketing, BD, and Sales
The B2B buying journey has shifted significantly, with much of it now happening online before sales teams get involved. This has led marketers to adopt AI-powered platforms from companies like Demandbase, Anteriad, and 6sense, which help identify and engage potential buying group members earlier in the process. Traditional methods relied heavily on networking, but today’s technologies allow for a more data-driven approach to identifying key decision-makers within target accounts.
Demandbase: Their Buying Group AI tool helps identify potential buying group members by analyzing web activity and CRM data. It also integrates with ad platforms to build and execute targeted campaigns.
Anteriad: Their Audience Identification and Activation solution uses historical data and ICP profiles to infer buying roles and improve targeting efficiency, significantly reducing costs per account.
6sense: Employs intent signals and AI to create custom models for identifying buying groups. It integrates with CRM to track engagement and provides fit scores to guide marketing and sales efforts.
Strategy for Success: Collaboration between marketing, BDRs, and sales is essential.
Marketing uses tech to identify and target buying groups.
BDRs validate and expand the group.
Sales follows up when engagement is high.
Leveraging the ABM Buyer’s Journey for Pipeline and Revenue Acceleration
ABM is proving to be a powerful approach in aligning sales and marketing efforts to drive pipeline and revenue acceleration. This article explores how Demandbase's tools can help tailor the buyer’s journey into actionable stages—Awareness, Consideration, and Decision—enhancing engagement and conversion rates. By focusing on personalized strategies, businesses can create a seamless and effective buyer’s journey that drives better outcomes and stronger relationships. Explore More
Key Insights from The 2024 B2B Playbook For Sales & Marketing Alignment
Significant Misalignment: 90% of sales and marketing professionals report misalignment in strategy, processes, content, and culture. This misalignment can lead to wasted resources and negatively impact financial performance, with a $1 trillion annual loss in the U.S. alone.
Root Causes: Miscommunication and differing focus areas (e.g., marketing on lead generation vs. sales on closing deals) are major barriers.
Impact on Customers: Inconsistent messaging between sales and marketing creates confusion and can damage a company’s reputation. 67% of B2B buyers dislike vendors due to such inconsistencies.
Strategies for Alignment:
Shared Metrics and Goals: Using common metrics and having regular joint meetings can improve alignment. For example, “Pipeline Builders” sessions and “Shark Week” are initiatives to foster collaboration.
Technology: Implementing a unified tech stack and shared dashboards helps ensure all teams are focused on the same data and goals.
Communication and Collaboration: Creating a culture of open communication and shared understanding of objectives is crucial. Regular meetings and shared success stories help bridge gaps.
C-Suite Role: Senior leadership must prioritize and model alignment to drive it throughout the organization. Building relationships and setting clear objectives are essential steps for alignment.
Resources
Webinar On Demand: Integrate ABM Strategies to Target and Engage Key Accounts
Join experts from Exclaimer, Reachdesk, and 6sense as they share insights into how to effectively integrate ABM strategies to target and engage key accounts. Learn best practices for personalizing customer interactions through email, your secret 1:1 marketing weapon.Watch Now
How to Sell an ABM Solution Internally
Selling an ABM solution isn’t just about convincing external buyers—it’s also about getting your internal team on board. This guide by Rachael Tiow, former Director of ABM at Auth0, walks you through the process of selling an ABM platform internally. Discover how to effectively sell an ABM solution within your organization here.
Upcoming Events
Rewrite Your Sales & Marketing Alignment Playbook September 4, 2024, 2 PM ET In this upcoming webinar, experts from Demandbase will discuss strategies for syncing sales and marketing teams to drive revenue. The session will cover establishing shared metrics, leveraging customer data, and maintaining alignment throughout the buyer’s journey. Register Here
Rethinking ABM: Optimizing Campaigns for Must-Win Accounts August 23, 2024 Join Rob Leavitt from Momentum ITSMA at the B2B Marketing Exchange East to discover new strategies for optimizing ABM campaigns, focusing on must-win accounts. Learn More
MarTech Fall 2024 September 24-25, 2024 Explore the latest technologies and actionable tactics in marketing at MarTech Fall 2024. This online event will help you overcome key marketing challenges with time-saving tools and strategies. Sign Up
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Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: oceane@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.
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