Weekly ABM Insights Newsletter - July 29

6th Edition

Generative AI is revolutionizing the B2B landscape, but marketing buyers are grappling with a 'crisis of confidence' as they navigate its complexities and potential integrations into their tech stacks. In this edition, we summarized the latest industry news, ABX insights, essential resources, and upcoming events to provide you with relevant information and help you stay ahead in the rapidly evolving ABM/ABX environment.

Discover how you can leverage these advancements to elevate your strategies.

Industry News

PathFactory Acquires Uberflip: Facing The Future of B2B Together

PathFactory has acquired Uberflip, enhancing their mission to drive pipeline with innovative GenAI empowered solutions. This merger leverages both companies' strengths in content experience, aiming to reduce friction in the buyer's journey and address modern marketing challenges with AI and personalized, self-serve experiences. Read more 

Data-Driven Marketing Trends 2024

Ascend2, a leading B2B marketing research firm, benchmarks the performance of marketing strategies (including ABM/ABX), tactics, and the technology that drives them in 2024.

Read the full report Or Read the key insights

ABX Insights

PathFactory Makes ABM Easy With Templated Experiences

PathFactory’s Director of Pre-Sales Solutions Consulting Tim Dubroy shares how go-to-market teams can use Templated Experiences to drive content engagement.

Read more

Measuring Account-Based Success with Leading and Lagging Metrics 

Understanding ABX campaign performance involves using leading and lagging metrics. Leading metrics predict future success, while lagging metrics reflect past performance. 

Read more

Old School Trade Shows Are Costing You Time and Money

Hybrid and digital events offer better ROI and personalized experiences compared to traditional trade shows. By leveraging analytics and AI, companies can track buyer journeys, tailor interactions, and optimize marketing budgets effectively in the current economic climate.

Read more

Additional Insights from Data-Driven Marketing Trends 2024

Source: Data-Driven Marketing Trends 2024 by Ascend2

• Effectiveness of Data-Driven Marketing:

  • Email Marketing and Customer Experience: These areas remain top priorities, with 47% and 46% of respondents respectively highlighting their importance. The consistent focus on personalized and targeted communication is essential for marketing success.

  • Paid Advertising: Its significance has grown from 29% in 2022 to 41% in 2024, showing an increased reliance on data to optimize advertising spending and targeting precision​. 

• Greatest Challenges:

  • Targeting Segmented Audiences: This continues to be the primary challenge, cited by 45% of respondents, though slightly decreased from 49% in 2023. 

  • Data Quality: Concerns about finding and maintaining quality data have risen from 34% in 2023 to 38% in 2024. 

• Tools and Technology Satisfaction:

  • Overall Satisfaction: Most respondents are satisfied with their current tools and technologies, with 27% being very satisfied and 58% somewhat satisfied. However, there is still room for improvement as 15% express some level of dissatisfaction. 

• Adoption of AI:

  • Growing Trend: 33% of respondents use AI for personalizing marketing content, and 31% use AI to improve customer service with chatbots. However, 23% are not using AI, indicating a significant opportunity for increased adoption​.
    

Resources

Nailing Prospecting on LinkedIn, According to AMP's CEO

LinkedIn officially surpassed one billion users last year, making it one of the most effective resources for sellers to connect with buyers, as well as one of the key ABX tactical channels. Here's a clear strategy to leverage LinkedIn for generating pipeline and driving sales.

Read more

Recorded Webinar: Crafting a Unified Revenue Engine with ABM 

A webinar focused on uniting marketing and sales efforts through ABM strategies, offering insights into how businesses can enhance their revenue engines by aligning their approaches and leveraging targeted engagement and personalized experiences.

Watch now 

Upcoming Events

• Demandbase: Getting Past the Lead (August 6, 2024, 10 AM PT / 1 PM ET) An advanced-level webinar discussing account-based strategies to transform lead generation into high-value customer engagements, offering methodologies to identify, engage, and convert top-tier prospects. Register now 

• Get Your ABM Game On with Level Up (July 31, 8 AM PT / 11 AM ET / 4 PM GMT) A beginner-level educational experience that covers essential Account-Based Marketing (ABM) knowledge and techniques, aimed at transforming revenue teams into efficient revenue machines. Register now 

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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.