Weekly AI x ABM Insights - How AI and Silent Buyers Are Reshaping ABM — Plus, Big News from NextGenABM & Demandbase

Edition #41 | Published June 23, 2025

This week’s edition is a special one.

I’m thrilled to share that NextGenABM is now officially a Demandbase Certified Agency and Service Partner. Why does this matter? Because as GTM teams start shifting their focus toward algorithmic buyers and AI-influenced journeys, partnering with the right data and orchestration layer becomes mission-critical. And Demandbase is where a lot of that action is happening. Read More.

So in this issue, we’re going deeper into the new rules of influence—where ABM meets AI, silent buyers hold the power, and your GTM isn’t just about outreach... but about shaping the discovery layer itself.

Ever feel like you’re chasing deals that already started without you?

That’s because you probably are.

Today’s B2B buyers don’t fill out forms or book demos. They dig through Reddit threads. They compare notes on Slack. They ask ChatGPT for the short list.

And by the time your sales team gets a whiff, the decision’s mostly made.

✉️ According to Forrester, 70% of B2B buyers now complete 80% of their journey solo.

🤖 Gartner reports AI agents curate 68% of the insights they use to evaluate vendors.

So if your GTM motion still assumes a human-on-human interaction is where things begin… it’s time to rethink the playing field.

You’re not just marketing to buyers anymore. You’re influencing the systems they trust to make sense of the market.

Let’s dive into what that means—and how smart ABM teams should be adapting.

🚀 The Pulse: Must-Know Related Industry News

We read the latest AI x ABM News so you don’t have to. 

1. HubSpot x ChatGPT: Deep Research Connector Goes Live 

HubSpot just rolled out its long-awaited deep research connector for ChatGPT. Marketers and RevOps teams can now query their CRM like a data scientist without writing a line of code. Want to find high-converting cohorts or where accounts are stuck in the funnel? You can do that instantly, then spin up a nurture sequence or adjust workflows in HubSpot. 

Also worth noting: the rollout sparked buzz and debate about hallucinations and data safety. More here

2. Gartner B2B Symposium: What Colorado Just Revealed About GTM 

The recent Gartner Symposium (Colorado Edition) delivered a wake-up call to B2B leaders: GTM alignment is still the #1 challenge. Sessions emphasized cross-functional orchestration, generative AI for campaign design, and a fresh look at value metrics. Event recap

3. Demandbase Adds Intent Agent 

The June product update delivers three GTM game-changers: – Intent Agent provides daily AI-generated summaries and account heatmaps – Ad Journeys automates full-funnel account-based DSP campaigns – Multi-Channel Reporting brings LinkedIn, Google Ads, and onsite data into one dashboard 

4. Gong x Madison Logic: SmartReach™ Gets Real-Time Sales Execution Muscle 

Gong and Madison Logic have teamed up to deliver personalized outreach at scale. By layering Gong's conversation intelligence with SmartReach's buyer intent signals, sales teams can now surface high-fit accounts and get AI-curated messaging suggestions—inside the tools they already use. 

🎙 Voices of Influence: The Silent Buyers in ABM and Things You Can Do in AI to Engage Them

I used to think ABM was about precision targeting.

Now I know: It’s about influencing the machines that guide our buyers.

Here’s what I am seeing:

1. Your Buyer Isn’t (Just) Human Today, decision makers don’t browse websites—they summon vendors via AI. If your site isn’t structured to answer prompts like "best ERP for mid-market SaaS under $20/user," you’re invisible.

2. Trust Is Built in the Shadows Buyers trust each other, not your homepage. Reddit threads, G2 reviews, and peer guides are now indexed by AI tools to form reputational scores.

3. ABM x AI: From Ads to Algorithmic Influence Traditional ABM pushed content. AI-led ABM earns attention by becoming useful. Let AI detect the intent, then deliver relevance before a rep ever hits send.

Here’s what I have been helping GTM teams do (and seeing other winner teams do as well):

🛠 Restructure web content for generative search visibility

🛠 Build AI-native touchpoints and auto-personalized plays

(e.g., build a ChatGPT plugin for G2 data). Let machines warm leads + reps close them.

🛠 Identify and partner with micro-influencers for comparative content. 

→ And if you're curious how this works in a real-world ABM environment, we just became a Demandbase Certified Agency Partner - here’s what that means for our clients.

🔥 What’s Trending: Hot Picks from Web This Week

• Per SaaStr, Q1 ARR across the software sector dropped 30% YoY, amid the increased demand for collaboration software and vertical SaaS. Source

• Founders share their product’s best features—and how they pitch them. Answers boiled down to two things: automating pain points in one go and turning messy inputs into organized outputs. 

  
  

🚀 Notable Funding Rounds in AI-Powered GTM Startups 

• Landbase raises $30M Series A for AI-driven GTM automationLed by Sound Ventures with Picus Capital, Landbase secured $30M to scale its Omni platform, which enables campaign launch, lead scoring, and targeting—all via single-prompt orchestration.

• Clarify lands $15M seed round for autonomous CRM innovationClarify secured $15M to launch its AI-first CRM that automates data entry and insight delivery—positioned to compete with legacy CRM platforms.

  
  

🛠 Martech Spotlight: Cool Tools & Innovations

• Clay Adds On-the-Fly AI Enrichments - "Magic Columns." With no prompt engineering needed, GTM teams can now generate job-change alerts, social insights, or custom lead scores inside their CRM tables. 

• HeyBoss AI “Boss Mode” One of the most viral launches this week: a prebuilt AI team that designs, writes, builds, and markets your startup in minutes.

📚 Knowledge Vault: Must-Read Resources

• How to build B2B authority in the AI search era

• How to identify GenAI opportunities in your marketing stack

• From Pipeline to Profit: Reimagining Sales with AI Agents

  
  

⚡ Execution Tips & Tricks for AI x ABM Success 

• Check the “Voices of Influence” section

  
  

💬 Quote of the Week

"The most value in B2B that we've ever seen will be unlocked when we allow humans to create ridiculously valuable content, and then allow AI to study the other humans who are connecting with these stories and nurture those relationships at-scale. And then AI can bring those two humans back together to do business." 

- Ross Simmonds, Founder and CEO, Foundation Marketing, published on Hubspot Blog 

🧠 Ready to revamp your strategy? Check out our past editions or let’s chat.

🎯 Until next time—stay bold, stay targeted.

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