7th Edition
Welcome to the latest edition of our ABM Insights Newsletter. This week, we continue exploring the influence of generative AI in B2B marketing, highlighting most recent industry surveys and researches. We explore the critical role of personalization at scale and highlight the significant shifts in B2B research and buying habits that continue to shape the industry.
Dive in to discover the latest strategies and insights that can elevate your ABM practices to new heights.
Industry News
Activate ABM Across Digital Channels - ON24 & 6sense Team Up
ON24, an intelligent engagement and webinar platform, has integrated with 6sense, a revenue AI-powered ABM platform. This integration combines ON24’s first-party engagement data with 6sense’s intent data to deliver hyper-personalized, engaging experiences at scale. Practitioners can activate ABM across digital channels, set up high-priority audience segments, and deliver targeted interactions tailored to unique audience segments across ON24 experiences. Learn more.
Key Insight: Personalization at scale is essential for differentiating B2B sales and marketing experiences.
Quote: “By adding 6sense to our robust ecosystem of integrations, we enable our customers to dynamically target and tailor interactions with the audiences that matter most.” - Steve Sims, VP of Product at ON24
AI Trends for Marketers Report
Hubspot’s latest industry report highlights how AI is driving growth with fewer resources. With 74% of marketers now using AI tools, the report explores how AI is improving company trajectories, and personalizing customer experiences. Read the full report
Popular AI Tools in Use:
Chatbots: Used by 35% of marketers for quick, personalized responses.
AI-Enhanced CRM and Marketing Tools: Utilized by 25% of marketers, including platforms like HubSpot.
AI-Enhanced Productivity Tools: Streamline daily tasks effectively.
Top Content Creation Tasks with AI:
Image Generation: Utilized by 47% of marketers.
Writing Copy: Used by 45% for various content needs.
Content QA: Employed by 44% for quality assurance in content creation.
Popular Content Outputs:
Emails and Newsletters: 47% of marketers use AI for these.
Social Media Posts: Created with AI by 46% of marketers.
Blog Posts: Generated by 38% using AI tools.
AI Adoption in Marketing:
Nearly 75% of marketers are using AI tools in their work.
The integration of AI into existing tools, especially CRM and productivity tools, has significantly increased AI usage, with 74% of marketers reporting higher usage due to these enhancements.
ABX Insights
2024 B2B Buyer Behavior Benchmark Survey
The latest B2B Buyer Behavior Benchmark Survey reveals significant changes in B2B research and buying habits. Key findings include increased reliance on detailed ROI analyses (41%) and peer recommendations (33%), a rise in LinkedIn usage to 55%, and the importance of personalized outreach and sequenced messaging from sales reps. These insights can help shape your ABM strategies to better align with evolving buyer behavior.
Proven Strategies to Optimize Demand Gen for Sales Success
Sylvain Awad, Director of Demand Gen at Enghouse System,shared strategies to optimize demand generation for sales success. Key takeaways include simplifying messaging, aligning marketing and sales goals, and prioritizing lead quality over quantity. Awad emphasizes the importance of validating leads before passing them to sales and leveraging storytelling in B2B marketing. Continuous communication between marketing and sales teams is crucial for refining strategies and messaging. Listen here
Resources
7 Demand Gen Plays to Drive Revenue Using Conversational Email
Conversational Email (CE) from 6sense eases lead management by using generative AI to create personalized email conversations, helping engage and convert more accounts into the pipeline. Here are several use cases where your demand gen and ABM team could leverage CE with great success. E.g. accelerating accounts through the buying journey, revitalizing dormant leads and stalled opportunities, ensuring no qualified account is left behind, handling non-ICP intent follow ups, etc.
25 Free Sales Email Templates
Save time and boost your outreach effectiveness with 25 free sales email templates from HubSpot, Breakthrough Email, and Sandler. These templates are designed to convert and can help you find new ways to engage with prospects.
7 Crucial Questions to Ask Prospects Throughout the Buyer's Journey
This article outlines seven essential questions to ask prospects at different stages of their buying journey, from identifying their initial needs to understanding their purchasing process. These questions help in building trust, understanding pain points, and effectively guiding prospects towards a purchase.
Upcoming Events
Webinar: How NVIDIA Wins Deals With Better Buyer Journeys, Intent Data, and AI
Date: Tuesday, August 13, 2024, at 12 PM ET
Speaker: Ari Capogeannis, Senior Director of Enterprise Revenue Marketing at NVIDIA
Topics: Optimizing non-linear buying journeys, leveraging content personalization, intent data, and AI
Webinar: How to Close Q4 Strong!
Date: Thursday, September 5, 2024, at 10:00 AM PT / 1:00 PM ET
Topics: Effective Q4 strategies, motivating sales teams, deepening customer relationships, and preventing deal killers
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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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