10th Edition
Did you know that 84% of deals are won or lost before providers even know they exist according to 6Sense B2B Buyer Experience Report?
Welcome back to our ABM/ABX Insights Newsletter! After a brief break, we’re excited to bring you the 10th edition, packed with the latest strategies on signal-based allbound go-to-market approaches and the growing importance of buyer nurturing in ABM/ABX. The right strategies and tools can transform invisible buyer signals—like website visits and social media engagement—into actionable insights. By consolidating these signals in one platform, businesses can align their teams and act on real-time data for more effective outreach. Let's explore it more!
Industry News & Research
Demandbase and Salesforce: A New Integration to Drive Intent-Based Prospecting
Imagine supercharging your sales engine with real-time intent data right inside Salesforce! Demandbase has integrated its intent data directly into Salesforce’s Prospecting Center, offering real-time insights that help sales teams prioritize leads with precision. This tool will streamline workflows, making it easier to target prospects that are actively in-market.
Amplemarket Launches Duo: AI-Powered Sales Assistant
Welcome Duo, Amplemarket’s AI-powered sales copilot! It’s like having a virtual assistant that not only schedules meetings but also reads the room—analyzing buyer signals from Slack, social media, and G2 reviews. This tool helps sales teams prioritize accounts, send emails, schedule meetings, and generate personalized outreach. Sellers can now work smarter, not harder.
Salesforce Introduces Agentforce: Autonomous AI Bots
Salesforce’s latest innovation, Agentforce, moves beyond chatbots by offering generative AI bots capable of taking autonomous actions to optimize campaigns and handle customer service. They don’t just chat, they act! These bots integrate seamlessly into various business processes to drive customer success.
Meta’s New Data Restrictions: Impact on Ad Targeting
Meta’s updates to its Business Tools will restrict certain types of user data, affecting ad targeting strategies. This move emphasizes privacy but may require B2B account marketers to rethink their reliance on custom audiences and UTM parameters.
ABX Insights
Allbound Prospecting: The Future of ABX
Forget the outdated divide between inbound and outbound. The new approach? Allbound, where sellers focus only on those who actually want to buy, based on data-driven signals. This is the future of sales: more targeted, more efficient, and way more profitable.
In an allbound sales model, XDRs and AEs focus on in-market accounts using data-driven prioritization, merging inbound and outbound strategies. AEs handle inbound demo requests and continue prospecting, adapting to today’s economic challenges. This shift requires changes in structure, metrics, and tech to support more efficient workflows.
How to Fix Struggling ABM Programs?
Mason Cosby, Founder of Scrappy ABM, discusses why many ABM programs fail due to lack of alignment between sales and marketing, insufficient resources, and misaligned success metrics. Key takeaways include ABM thrives with sales-marketing alignment, strong foundational tools, and precise use of intent signals to guide personalized engagement, and validate strategies before scaling.
Watch the Full Session or Key Insights:
Common Reasons ABM Fails:
Sales and Marketing Misalignment: Teams often define success differently, and sales may not fully buy into ABM programs.
Lack of Resources: ABM requires executive-level support and authority to drive necessary organizational changes.
Poor Metrics: Traditional tools like CRMs and MAPs are inadequate for tracking account-level engagement.
Core Tools for ABM Success:
Focus on the basics: A Marketing Automation Platform (MAP), website, and CRM. Avoid chasing new tools until processes are well-aligned.
Signal Stacking & Intent Data:
ABM teams should prioritize intent signals from multiple sources (e.g., web engagement, event data) to gain a comprehensive view of target accounts.
Signal Stacking Examples: Re-engage former buyers who’ve switched companies or layer engagement strategies like event follow-ups for deeper interaction.
2024 Nurturing Survey: Key Trends and Challenges
The latest survey shows that 51% of B2B marketers find their lead nurturing efforts underperforming. There’s a shift toward using intent and engagement data to refine lead nurturing tactics, with an increased focus on retargeting and ungated content to reheat stalled opportunities.
New Approaches Focused on Data:
Marketers are increasingly using retargeting, intent data, and content engagement insights.
33% of practitioners are using ungated content, especially for account-based nurtures.
Focus on Reheating Opportunities:
Practitioners are prioritizing retargeting, doubling down on stalled opportunities instead of chasing new leads.
Segmentation and Exclusive Content:
Successful programs segment by industry, role, and funnel stage, offering exclusive content.
Programs with 11+ touches and nurture-specific content see the most success.
The Continued Value of Email in ABM Campaigns
Far from being a digital dinosaur, email is proving to be the powerhouse for marketing. With an ROI of $36 for every dollar spent, email remains the most reliable, cross-platform way to connect with buyers. It’s not dead—it’s evolving. It plays a crucial role in business, facilitating marketing campaigns, customer engagement, and global transactions. Its ability to deliver personalized experiences and serve as a reliable identifier across platforms keeps it relevant, offering high ROI and enhancing omnichannel marketing strategies. Read More
Resources
A Must Read : Mastering B2B Buying Signals in ABX Campaigns
Want to connect with buyers when they’re actually in the market? This guide shows you how buying signals (like website visits or social engagements) help teams tailor outreach with pinpoint accuracy. It’s the science behind the art of selling. Read More
Upcoming Events
B2BMX East is coming to Alpharetta, Georgia, featuring two days of immersive workshops for All-Access pass holders. This event will highlight key innovations in B2B marketing and sales, providing valuable insights for both marketers and sales leaders.
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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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