13th Edition
In B2B marketing - and in life - the passion behind what we do matters. When we sell products that resonate with us, that joy translates into authentic connections with our audience. But here’s the catch: B2B buyers are nearly 70% through their purchasing process before engaging with sellers (based on 6Sense Research), meaning many sellers miss out on opportunities before they even begin. Understanding buyers isn’t just an optional strategy; it’s the foundation for creating meaningful interactions that drive success.
This week, we explore insights that can help you connect more deeply with your audience and enhance your ABM and ABX strategies.
Editor's Pick: Annual Research Shows B2B Buyers Are Nearly 70% Through Their Purchasing Process Before Engaging with Sellers
In the 2024 Buyer Experience Report by 6sense, we see that buyers are more self-sufficient, completing 70% of their purchasing journey before ever engaging with sellers. Additionally, 81% of buyers already have a preferred vendor at the time of first contact. This has profound implications for ABM/ABX strategies. Organizations need to invest in advanced systems to detect and engage buyers earlier in the journey long before formal contact is initiated. Personalized, data-driven touchpoints will be essential to influencing buying decisions during the critical early stages of the buyer’s journey.
Industry News & Research
Demandbase One™ - A New Sales Experience
Demandbase continues to evolve its ABM approach with the launch of a new sales experience within Demandbase One™. By aligning sales and marketing teams with shared data and real-time insights, Demandbase eliminates inefficiencies and provides unified, actionable intelligence across the GTM stack. Here are our Editor's favorite features:
Buying Groups for Sales: Sales reps can automatically identify decision-makers in target accounts, assign roles, and engage stakeholders with personalized content to accelerate deal progression.
Third-Party Channel Actions: Streamline your sales process by adding leads directly to platforms like Outreach, Salesloft, and Gong, bypassing traditional CRM delays. Learn more
6sense Advances Data and AI to Unlock B2B Revenue Potential
At last week’s Breakthrough 2024, 6sense expanded the use of AI-driven technologies to enhance ABM efforts. From AI-powered email personalization to intelligent data workflows, these advancements allow sales and marketing teams to deliver personalized engagement across buyer journeys without additional resources. ABM marketers can create personalized emails for each prospect and automate outreach to enhance demand generation. The auto-replies feature allows the AI to craft context-aware responses based on custom instructions. When paired with the 6sense SignalVerse™, it accesses intent data and company insights to reveal: Website pages visited, Products searched, Company details (e.g., technology, financials), and Buyer journey stage.
ABX Insights from Industry Icons
Engage Buyers Where They Are - The Dark Touchpoints and The CoSchedule Content Funnel
ABM leaders know that understanding "dark social" is essential in today’s landscape, where attribution and engagement often happen in hidden channels. This recorded webinar dives into how ABM teams can use intent data to reach potential buyers even before they explicitly show interest. Tailoring content based on the whole funnel insights and engaging with prospects at the right time can significantly improve conversion and alignment in ABX strategies.
Audience Insights - How Ecosystem Partners Can Capitalize on GCP in Their ABX Strategy
As the Google Cloud Platform continues to grow its customer base, ABM strategies centered on the GCP ecosystem present a unique GTM opportunity. Partners in this ecosystem can use ABM/ABX strategies to target GCP customers with tailored messaging, leveraging AI-driven tools to engage the right stakeholders in personalized conversations that accelerate the buying process. Explore the report
The Marketers First-Party Data Checklist & How to Use Them in your ABM
First-party data is invaluable for ABM practitioners. This checklist emphasizes the need to use real-time data for timely and personalized customer engagement. From improving segmentation accuracy to reacting to high-intent signals in real-time, first-party data can help build more precise and impactful ABM campaigns, enhancing both buyer experiences and outcomes.
(Image Credit: acoustic)
Top Tools & Resources for ABM Champions
Your Guide to B2B Buying Signals: What They Are & How to Use Them
In ABM, identifying and responding to buying signals is critical. This guide offers a comprehensive overview of how revenue teams can use these signals to engage buyers at the optimal time. But,
Not all signals are equal; context matters. The combination of signals you track and how you respond will be unique to your business. You can prioritize higher-intent signals and layer relevant buying signals for better insight into purchase likelihood and response strategy.
Demandbase’s Buying Groups Live View
We talked about Buying Groups last week. Demandbase continues to enhance its Buying Groups feature, offering ABM teams the ability to identify and engage the right stakeholders within target accounts. The tool provides visibility into how each group contributes to the buying decision, helping teams create targeted engagement strategies that align with ABX principles.
5 Steps to Refresh Your ICP
Ideal Customer Profiles (ICPs) are the backbone of successful ABM strategies. This article outlines five actionable steps to ensure your ICP remains aligned with market shifts. From identifying customer pain points to reshaping your go-to-market strategy, refreshing your ICP ensures your ABM approach stays relevant and effective.
What Are We Listening To?
Podcast: The Science of Scaling
In this podcast, Mark Roberge (Stage2Capital) discusses the science behind scaling revenue through a strategic B2B revenue lens, focusing on how tech companies can structure their GTM efforts to drive sustained growth. Podcast link
Upcoming Events
A Radical New View of How Deals Are Won & LostOctober 15th | 11 AM ET: Kerry Cunningham reveals key insights from the 2024 Global B2B Buyer Experience Report, including how sales teams can influence buying decisions and simplify complex buying cycles in ABM-driven engagements.Register here
Boost Your B2B Agility: Unlock Full-Funnel Success on CTVOctober 29th | 1 PM ET: Learn how ABM teams can use Connected TV (CTV) to drive full-funnel success by staying agile and responsive to buyer signals throughout the funnel.Register here
Unlocking Growth: The Power of Signal-Based GTM StrategiesOctober 31st | 12 PM ET: Join this webinar to explore how ABM and sales teams can leverage signal-based strategies to better identify and engage high-value buyers, aligning marketing and sales efforts for stronger ABX outcomes.Register here
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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