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I tried HubSpot’s new GPT Deep Research integration this week — here’s what I found 👇 I’ve been curious how this would work in a real marketing workflow (and how it could benefit my clients), so last weekend, I ran tests in a sandbox version of my own HubSpot setup — side‑by‑side with GPT and Claude, to separate hype from reality. What I Tested Connected HubSpot → GPT for prospecting insights, predictive scoring, personalized follow‑ups, and dynamic campaign ideas. What I Liked (and where I’m Stuck) 1. Real-Time Data Insights Real‑time insights were 🤯 — surfaced micro‑segments and intent patterns we’d been blind to, making audience refinement almost effortless. 2. Automation that still needs a human hand Sequences ran smoothly, but I kept tweaking copy/timing to avoid “robotic follow‑ups.” 💭 Which customer signals does GPT actually read well — and what still needs prompt tweaking to feel human? 3. Privacy + compliance is still the Elephant in the Room Cool features, but I kept wondering. 💭 What guardrails keep data fully compliant? 4. Powerful… but not an exactly “plug and play” for everyone The power is real but I think many marketers may still hit friction. They know the questions to ask, but not how to phrase them so GPT understands.   💭 Will this evolve into a true no‑code tool, or keep staying ops‑heavy? 5. Dashboard + testing gaps Strong MVP, but I miss native marketing dashboards to experiment before pushing live. 6. "Deep Research" mode only Right now it only runs in "Deep Research" mode, which is great for depth, but not ideal when you just need quick questions or tweaks.   My Overall Impression: This could cut out so much those pains in “export → clean → then re‑import" and finally put GPT’s power inside a CRM marketers already know. But strong   data governance   and team readiness   for prompt‑driven workflows is key before scaling. What's your takeaways from this new Hubspot <-> ChatGPT connector? DM me at https://www.linkedin.com/in/oceaneli .

Edition #44 | Published August 4, 2025 Last issue we asked whether content should be gated in an AI‑shaped buyer journey. This week we zoom out: If there’s “an AI for everything,” where do humans still make the difference in GTM? Automation promises speed (e.g. personalization at scale within x minutes), but speed alone could be a trap. The reality often leads to missed fresh context, lack of company nuances, generic plays, and stalled deals. As SaaStr founder Jason Lemkin reminds us this month, sophisticated buyers judge your operational competence as much as your product. The real edge is balancing AI scale with human judgment . Our hands-on run with HubSpot’s new ChatGPT Deep Research connector  drives the lesson home. In this edition, we break down how to let AI handle the heavy lifting while protecting brand trust, pipeline quality, and the nuance that only humans can deliver. Let’s break it down. 🚀 The Pulse: AI in B2B Marketing Industry News You Shouldn’t Miss We read the latest AI x ABM News so you don’t have to.  Demandbase Unveils Major Buying‑Group Enhancements Demandbase’s July update introduced a set of New Buying-Group Agents , plus their super useful “ Unknown Visitor → Recommended High-Intent Buying Group Contacts from This Account ” alerts. Early users are reporting 2.6× larger deal sizes  and 65% higher CTR  when buying‑group coverage is complete.  GTM Partners Unveils “Intent Data Maturity Curve” Research New research shows multi‑signal programs outperform single‑source plays by 48%  in pipeline velocity, as putting too much weight on one type of intent is like basing your entire forecast on one weather app. The leading GTM teams go beyond and above, using AI predicts when prospects will be ready , what they care about, and how best to engage.  Demand Gen Report Released Key Trends Influencing Buyer Engagement 84% of ABM programs now rely on multi‑signal AI models , and teams personalizing beyond job title  see 30% higher opportunity rates . From a distribution channel perspective, conversational advertising represents a significant evolution beyond traditional display formats, frequently surface sales-ready opportunities significantly faster than conventional lead capture methods .  Zapier Publishes Its “AI Fluency” Framework to Assess Marketer’s Skills in Hiring  Zapier’s CEO Wade Foster defined four competency levels (Unacceptable, Capable, Adoptive, Transformative) to evaluate AI fluencies across roles . These are evaluated through screenings, async exercises, and live interviews. Signals compound across stages. Very interesting read! ChatGPT Agent is Launched  ChatGPT now thinks and acts, proactively choosing from a toolbox of agentic skills  to complete tasks for you using its own computer. The agent can also leverage ChatGPT connectors⁠ , which allows you to connect apps like Hubspot so ChatGPT can find information relevant to your prompts and use them in its responses.  🎙 Voices of Influence: Where AI Wins - and Where Humans Still Lead in Marketing The AI future isn’t going to be a handful of vendors pushing one-size-fits-all tools to the market. It’s every GTM team spinning up purpose-built agents  that solve their  specific bottlenecks.  The winners won’t be “most AI automated.” They’ll be the teams that combine AI’s scale  with human judgment and fresh context . Where does AI shine? In my humble opinion,  Heavy-lift, low-context, highly-repetitive tasks : preliminary research, basic lead qualification, first-draft copy, message optimization, etc.. Dynamic distribution : conversational ads that adapt to persona-tailored messages and capture real-time intent, far faster than static traditional ad forms. Strategy accelerators:  providing your data and tools are ready, optimized dynamic prospect lists, segment prioritization, always-on scoring models, etc.  Contextualized insight delivery:   HubSpot’s ChatGPT connector  (we tested in Sandbox) now drops tailored summaries and next-best actions directly into the CRM view. . But more AI isn’t always better. It shouldn’t be a disconnected, tactical fix for an isolated problem. Over‑implementing AI in B2B Marketing without human oversight or strong data governance, can hurt both your brand and your pipeline. Over-automation without proper human oversight and data governance can put brand trust at risk , especially when AI data privacy and security are still fuzzy.  Hyper-personalization at scale is powerful, yet SuperAGI’s latest report  reminds us the human layer is what keeps relevance from drifting into creepiness .  Bottom line here is, let AI handle speed and scale, but keep humans accountable for  fresh context,   industry nuances , data compliance , and the final “should we push send?” call . 🔥 What’s Trending This Week “Good Growth” Redefined:  SaaStr data shows 40‑60% growth  is now exceptional for pre‑$100M ARR. ChatGPT Hits 2.5B Prompts/Day :  Catching up to Google’s 14B daily searches. HubSpot Launches First CRM Connector  for Anthropic’s Claude. 🚀 Notable Funding Rounds in AI-Powered GTM Startups  Loveable  and Replit  both hit $100M ARR in 8 months. This is highlighting how successful AI‑powered startups are racing to category leadership .  🛠 Martech Spotlight: Cool Tools & Innovations Search Console Audit:  Identifies opportunities to boost traffic on Google and AI search platforms. Lindy.ai :  Smart automations connecting Gmail, HubSpot, Clay — enrich, trigger, and personalize follow‑up automatically. E.g. set up a trigger based on keywords, then move the leads into pipeline stage in Hubspot.  There’s an AI for That:  Curated directory of AI tools and workflows. 📚 Knowledge Vault: Must-Reads for ABM Operators What B2B Can Learn From Consumer Brands How to Get Recommended by ChatGPT  – Kyle Poyar Lean AI at Scale: The Official Playbook for Scale‑Ups Step‑by‑Step Guide: Using AI for Strategic Marketing Tasks ⚡ Execution Tips & Tricks for AI x ABM Success  Combine third‑party surge data  (topic research trends) with first‑party engagement signals  (e.g., pricing page visits) for stronger intent validation  before outreach. Repurpose event content  into months of LinkedIn posts using AI transcription + summarization workflows , shared by Lisa Shaw (my fellow MarTech contributor) Tap HubSpot’s AI Prompt Library  to improve campaign ideas and testing velocity. Record real conversations, feed transcripts into AI, and extract authentic content ideas   vs. generic prompts, published by Devin Reed ( Founder of The Reeder) 🎤 ABM Insider: Events We’re Attending  Ghosted to Growth: Revenue Leaders on Buyer Re‑Engagement – Aug 6 Zero‑Party Data in Action: Turning Discovery into Conversions – Aug 12 HubSpot Inbound 2025 – Sept 17‑19 ZapConnect 2025 – Sept 25 💬 Quote of the Week “The fundamental mistake today’s B2B marketers make is deploying artificial intelligence tactically rather than strategically. When AI is relegated to isolated point solutions — writing individual emails, optimizing ad creative, or repurposing content assets — it delivers incremental efficiency gains but fails to address the core challenge of engaging complex buying committees effectively.”  — Anna Eliot, CMO, pharosIQ, Source  “The most significant shift with AI isn’t tactical; it’s mental. Marketers must rethink their entire approach to the workday and workflow. Instead of asking, “How do I do this?” asking, “How can something else think or create for me so that I can focus elsewhere?”  — Madison Sofield, AI Expert at Tomorrow.io ,  Source “When you’re selling to sophisticated buyers, they’re evaluating not just your product, but your operational competence.”   — Jason Lemkin , Founder SaaStr  Source ABM is your go-to-market motion, not a marketing function.  🧠 Ready to revamp your strategy? Check out our past editions  or let’s chat . 🎯 Until next time—stay bold, stay targeted.  📩 Subscribe here  | More insights for you

Edition #43 | Published July 21, 2025 Last week, we explored how invisible buyer journeys dominate modern B2B sales cycles. This week, we’re getting tactical—with a sharp look at one of the most polarizing questions in ABM content strategy: Should you gate your content in an AI-powered buyer journey? In a world where discoverability and trust shape every pipeline, what you choose to restrict—or release—can either compound your influence or throttle it. Let’s break it down. 🚀 The Pulse: Industry News You Shouldn’t Miss We read the latest AI x ABM News so you don’t have to.  🧠 Demandbase Launches Agentbase on AWS Marketplace Agentbase, Demandbase’s new suite of GTM AI agents , is now available via AWS Marketplace. These AI agents automate campaign execution and account-level engagement, giving marketers and sellers faster paths to impact with less lift. Why it matters : You can now experiment with AI-led GTM strategies directly within your cloud ecosystem—no extra procurement headaches. 📺 MNTN + ZoomInfo: Precision Comes to Connected TV This new partnership blends ZoomInfo’s intent and firmographic data with MNTN’s performance TV platform. Expect sharper targeting, improved reach, and better ROI on your top-of-funnel B2B CTV campaigns . Why it matters : CTV is becoming an underrated ABM lever—this deal makes it more measurable and scalable for B2B teams. 🤝 TechTarget and Salesloft Link Up to Advance Buyer Engagement TechTarget and Salesloft announced a strategic partnership : leveraging TechTarget's person-level intent data and Salesloft's sales engagement platform, sales teams can now more effectively engage buyers with contextualized personalization  in outreach.  🧩 The Limits of LLMs: Why Full ABM Automation Is Overly Optimistic According to recent analysis by The Information , LLMs excel at pattern recognition but struggle with scenarios that have multiple unknown variables or that require live contextual information. This explains why full ABM automation claims, like launching campaigns with just 30 minutes of prep, remain overly optimistic . True success still demands strategic human oversight alongside AI. Watch the insightful TEDx talk: "How to Compete with AI—and Win" 🎤 Global ABM Conference 2025 – Speaker Submissions Now Open The ABM Global Conference , set for November 5, 2025, is now accepting speaker submissions . The theme focuses on technology-driven ABM methods to navigate today’s fragmented, AI-accelerated buyer landscapes .  📌 B2B Ignite 2025: The Top Insights from This Year's Flagship Event At B2B Ignite 2025 , industry leaders explored actionable strategies on how to shift from theoretical AI adoption to practical implementation in GTM strategies. Discussions focused heavily on aligning AI-driven ABM with buyer realities and stressed the importance of execution over hype. Catch the key takeaways from B2B Ignite 2025 🎙 Voices of Influence:  Gated or Ungated? Your Content Strategy Could Make or Break Pipeline Gating your content used to be a simple demand gen conversion tactic. In today’s AI-led buyer journey, it’s a brand trust decision. AI tools only access publicly available information . So if your premium resources are behind a form, they’re invisible not just to buyers, but to the AI engines that influence them. According to TrustRadius, today’s B2B buyers demand frictionless access  to high-value information, like pricing, use cases, competitive insights, before they ever talk to a rep. Does that mean everything should be ungated? Not quite. Image Credit: TrustRadius's Report " Bridging the Trust Gap: B2B Tech Buying in the Age of AI " The smart move: gate fewer assets, but make them count . Use forms on content that offers clear, immediate value to motivated buyers, like live events or strategic toolkits. And with Cloudflare’s new Pay-per-Crawl  model (which charges AI bots for content access), expect to see even more experimentation around value-based content monetization and visibility. Marketers now face the challenge of balancing openness with exclusivity. In this new environment, discoverability, authority, and owning your narrative are critical. First-party traffic is no longer enough, marketers must also prioritize their presence in AI responses and social feeds, shifting strategies toward “ credible mentions ”, by users, customers, and SMEs.  🔦 Case Study: Gated vs. Ungated Content – What Really Performs? The Juice's latest " State of Gated vs. Ungated Content " report provides some eye-opening insights: Ungated content drives 26% higher engagement than gated assets when everything else remains the same, and among the top 50 most engaged brands, 31 gate less than 3% of their content . Only Toolkits  and Event Sessions  justify a gate with engagement above 1%, as these formats naturally attract higher engagement. For ABM operators, that’s your cue. Gating should be selective and strategic , not your default. If you’re putting energy into producing standout content, put equal thought into how and when it gets discovered . 🔥 What’s Trending This Week No Longer Free : Cloudflare is enabling content owners to charge AI crawlers for access Source: Cloudflare's Blog " Introducing pay per crawl " AI Premium : AI-centric companies like Palantir and Snowflake outperform traditional enterprise solutions. Winning themes  like AI + Data Infra and Vertical SaaS are the keys.  Context Engineering - New Differentiator : Beyond prompt engineering, context engineering  emerges as the new competitive differentiator, for SaaS founders, also for tech-savvy marketers.  Reviews Win : 77% of buyers rely on peer reviews. Analyst reports? Down 60% since 2022. (Source: TrustRadius ) Lean Teams, Higher Output : ARR per FTE in early-stage SaaS is up 18% YoY. 🚀 Notable Funding Rounds in AI-Powered GTM Startups  Unify  raised $40M Series B (led by Battery Ventures + OpenAI Fund) to build AI agents that surface high-intent leads and personalize outreach at scale. 🛠 Martech Spotlight: Cool Tools & Innovations We’re testing all of them and stay tuned for more reviews!  Relay.app : Streamline cross-app workflow collaboration  by creating your GTM AI agents.  Browse Anything : AI agent for web browsing and automated task  execution, all from simple prompts, like a web assistant.  Meet Comet: An in-browser assistant  that helps users navigate and complete tasks—hands-free.  📚 Knowledge Vault: Must-Reads for ABM Operators How to spot real buying signals vs. false positives TrustRadius B2B Buyer Report : Where trust is won (and lost) ⚡ Execution Tips & Tricks for AI x ABM Success  ABM = GTM, Not a Campaign In her podcast, Catie Ivey (CRO and former leader at Marketo and Demandbase) reminds us: ABM is a strategy, not a campaign. Align across marketing, sales, ops, and CS to orchestrate journeys around the account—not the channel.  🎧 Listen here Make Email Interactive —Or Risk Being Ignored: According to fellow MarTech SME Alex Melone , interactive emails (carousels, polls, in-line pricing, videos) are turning stale nurture streams into immersive experiences. 📚 Why Interactive Emails Drive Better Funnels , 🎤 ABM Insider: Events We’re Attending  Zapier: Data Governance & Security  Clean data is your ABM engine. Learn how to balance AI integration with secure data ops. 🎥 Watch on-demand ZapConnect – Sept 18, 2025  Get hands-on with AI automations that improve GTM execution. 🔗 Explore ZapConnect Demandbase Webinar – “From MQLs to Buying Groups” (July 23) Hear from Workday and Forrester on activating full-funnel buying group strategies that outperform lead-based models.  Register for “From MQLs to Buying Groups” 💬 Quote of the Week "If you don’t shape the narrative, others will. And that impacts how fast you can move, how trusted you are, and how much support marketing gets across the business." - Florian Frese , Marketing Director at Wire, Heard from Florian's episode on Marketing Dilemmas! "The most valuable AI skills aren't about learning secret phrases or clever tricks. They're about understanding how to architect intelligent systems that have access to the right information at the right time." - Dharmesh Shah , Read from Simple.ai 's Post ABM is your go-to-market motion, not a marketing function.  🧠 Ready to revamp your strategy? Check out our Past Editions  or let’s Chat . 🎯 Until next time—stay bold, stay targeted.  📩 Subscribe here  | More insights for you

Explore our portfolio of successful projects | Discover how Next Gen ABM has delivered ABM Orchestration & Personalization at Scale for clients. Past Projects ABM Orchestration & Personalization at Scale Industry: B2B SaaS; Digital Commerce Company Profile: 1,000 - 10,000 Employees, Public Market: Global, Enterprise and Mid-Market Customers Objective: Drive demand and generate sales pipeline for a new enterprise software product Success: 2x increase in account engagement and conversion Sourced $xxM/quarter new business sales pipeline and accelerated revenue growth Considerably faster in pipeline creation vs. Baseline Approach: Conducted an in-depth win/loss analysis and Ideal Customer Profile (ICP) study, then developed and executed a targeted, full-funnel, multi-persona account-based campaign, leveraging account based dynamic marketing and sales personalization at scale, multi-channel outreach / acquisition, and automated cross-channel orchestration, powered by existing tech stack and newly developed API capabilities. ROI-Proven Account Scoring and Segmentation Industry: B2B SaaS; BI / Data Analytics Company Profile: 100 - 1,000 Employees, High-growth Scale-up Market: Global, Enterprise, Mid-Market & Scaled Customers Objective: Develop a scalable data-driven approach to identify and prioritize accounts, and create targeted integrated campaigns to drive engagement and pipeline Success: 30+% increase in sales-qualified leads 25% increase in funnel to pipeline conversion rate 60% gains in sales / business development efficiency Approach: Developed a proprietary account scoring model to identify and prioritize high-value high-propensity accounts, implemented the model within CRM and MAP technologies, and designed & created targeted marketing campaigns tailored to both technical and business personas, leveraging persona-tailored content and multi-channel outreach to warm up account and drive pipeline creation. Scalable ABM Infrastructure for Efficient Execution Industry: B2B SaaS; BI / Data Analytics Company Profile: 100 - 1,000 Employees, High-growth Scale-up Market: Global, Enterprise, Mid-Market & Scaled Customers Objective: Design and implement a scalable infrastructure to execute account-based marketing campaigns, enabling personalized engagement and pipeline creation at scale. Success: 2X in ABM campaign ROI% and 60% efficiency gains 20+% increase in target account engagement Approach: Developed a cloud-based infrastructure integrating cloud data warehouse, marketing automation, CRM, and data analytics tools, enabling the execution of highly targeted and personalized ABM campaigns across multiple channels and teams (marketing, sales development, account sales), and providing real-time insights for optimization and improvement. Igniting Enterprise C-Level Engagement Industry : B2B SaaS; Big Data & Analytics Company Profile: 100 - 1,000 Employees, High-growth Scale-up Market: North America, Enterprise Customers Objective: Develop and execute a targeted account-based integrated campaign to effectively engage IT executives in Fortune 1000, drive conversions and accelerate pipeline. Success: Sourced $xxxM/quarter sales pipeline from campaign 30+% increase of sales-qualified leads in targeted prospect engagement during campaign live quarters 20% increase in account-to-pipeline conversion rates Approach: Designed and executed end-to-end a multi-channel ABM campaign combining field and digital engagement tactics, including a creative C-level engagement strategy using branded direct mailing tactics, targeted content and email campaigns, targeted AE and social media outreach, and AI-powered account identification to prioritize high-propensity accounts within Fortune 1000 to maximize campaign ROI. Digital Acquisition Meets ABM Industry: HealthTech; B2B SaaS & B2C Company Profile: 50 - 100 Employees, Early-stage Startup Market: North America, Public Sector Customers Objective: Build and execute a digital acquisition strategy from scratch, leveraging ABM principles to drive high-quality lead generation from partners and fuel users growth. Success: 3X partner applications from accredited institutes vs. baseline 25% increase in lead generation from partners 30% increase in app's user subscription Approach: Spearheaded the development of a digital acquisition function, executing a multi-channel ABM strategy including: created targeted Paid & SEO web content to attract and engage high-priority universities and research institutes, designed and launched batch and always-on email campaigns to nurture leads, and leveraged social media channels to amplify brand awareness and drive engagement among targeted organizations. Could It Be Your Next Project?

Find the right Next Gen ABM solution for your unique business challenges | Our innovative solutions help you streamline ABM operations to achieve better pipeline results with less resources. We Are Coming SOON Why We Are Doing This Where Product Marketing, Demand Gen, Sales Development, and Revenue Operations Converge Revenue teams manually spend hours setting up and running account-based campaigns. Our solution aims to make that work obsolete, helping you achieve faster results from your campaigns with fewer resources. Get on the List Sign up to receive the first word when we go live. First Name Last Name Business Email Subscribe Thanks for submitting!

Unlock new markets with ease | Our international expansion services provide targeted ABM solutions to help B2B businesses successfully enter and grow in new global markets. Learn how Next Gen ABM can help you expand your reach and drive international revenue. Bridge the Gap: International Expansion Services Expand Your B2B SaaS Business into New Markets with Confidence Are you a B2B business based in Asia or Europe looking to expand your brand awareness / demand gen into North America, or a North America-based B2B business seeks a local expert with global expertise of driving ABM in other markets? Partner with us, Next Gen ABM , who possess a deep understanding of local B2B dynamics in these 3 markets, and cutting-edge demand gen marketing and technology landscapes. With extensive experience and cultural familiarity working with companies in those markets, Next Gen ABM can help you: Navigate complexities and enter new markets successfully Develop tailored demand generation and ABM/lead gen strategies Drive successful go-to-market execution and accelerate international growth Let's discuss how we can help you succeed in new markets! Global Expertise, Local Impact Success Stories from International Expansion From US to EMEA: A Software Company's Account-Based Marketing Journey Solution: ABM Website Personalization : Created personalized content experiences for key accounts, increasing engagement and relevance. ABM Re-targeting : Re-targeted executive decision-makers with tailored messaging, ensuring consistent brand presence. Strategic Account Selection and Products Mapping : Identified and prioritized accounts with high x-sell propensity, maximizing marketing spend's impact. Results: 40+% increase in website engagement from target accounts 20+% rise in re-targeting click-through rates 18% quarterly growth in sales-qualified leads from priority high value accounts during campaign Swiss Precision Meets Chinese Market: A Go-To-Market Success Story Solution: Developed a comprehensive social media branding strategy and campaign for a Swiss tech startup who wanted to establish a strong presence in China. Market research to understand Chinese market dynamics Localization of branding, social media, and product content Product localization to meet Chinese market needs Results: Significant increase in brand awareness among the Chinese target audience 200+% growth in social media engagement 34% rise in product free trial conversions Could you be the next one?