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What This Year Taught Us About AI, ABM, and Modern GTM This year, the most-read and most-shared pieces on NextGenABM all pointed to the same shift: Using AI for hyper-personalization and relevance with known, named accounts, and using AI for smarter prioritization and targeting of new, in-market accounts. Below is a look back at the posts that resonated most with our community of B2B marketers, revenue leaders, and marketing practitioners. Consider this a tour through the year’s top insights , and a glimpse at how they’re setting the stage for marketing innovation in 2026. The Big Theme of 2025: AI Split ABM Into Two Main Jobs Across every high-performing article this year, a consistent pattern emerged: AI in ABM matured into two distinct (but connected) use cases: Hyper-relevance for named known accounts: Personalization/relevance, buying-group engagement, and contextual + multi-threads messaging at the account level. AI-powered prioritization for in-market new accounts : Using signals, intent, and behavior to decide who deserves focus, and pro-actively prioritize engagements. The posts below map directly to that evolution. 🔥 Top NextGenABM Insights of 2025 Below are the top NextGenABM Insights of 2025 From Automation to Agents: What Modern Marketing Is Doing Differently One standout theme was the shift from static automation to dynamic AI agents in marketing. Why it resonated: Many “AI marketing” tools still behaved like automation with better copy. This article drew a clear line between rule-based automation  and agentic systems  that can reason, decide, and act. For example, instead of waiting on weekly reports, an AI agent can flag underperforming accounts or ads mid-campaign and reallocate budget in real time. Key takeaway: This shift to AI-driven, always-on campaign agents was a huge talking point in 2025, marking the beginning of a more autonomous era for ABM. → See how agentic GTM is taking shape The Composable, AI-Ready Marketing Stack Another top post this year tackled the technology foundation needed for all this AI magic. “Is Your Marketing Stack Truly Composable – and AI-Ready?”  struck a chord with readers by addressing a critical behind-the-scenes trend: modular, composable tech stacks  became the backbone of next-gen GTM. Why it resonated: As AI accelerated, rigid “all-in-one” stacks started to crack. The most effective teams weren’t adding more tools, they were re-architecting around a composable, CRM-centric spine  that allowed signals to flow freely across systems. Key takeaway: AI doesn’t thrive in closed systems. Composability  is what makes AI usable in real GTM execution.→ Read the full post on building AI-ready stacks Relevance Beats Personalization: Key Playbook Takeaways from HubSpot INBOUND At HubSpot’s INBOUND 2025 conference, one message rang loud and clear: relevance is the new personalization . Our September recap, “Relevance Beats Personalization: Key Playbook & Takeaways from INBOUND ’25,” captured this strategic shift. Why it resonated: Personalization alone didn’t move deals. Relevance did. The strongest GTM programs in 2025 focused less on surface-level personalization and more on timing, context, and decision-stage alignment . Key takeaway: Being relevant at the right moment beats being personalized at the wrong one — every time.→ Explore the relevance-first ABM playbook Marketing in the Age of AEO: How to Become the Trusted Voice Buyers See First One of the most engaged posts of the year — especially among content and demand leaders. Why it resonated: Search behavior changed fast in 2025. Buyers increasingly encountered answers before brands. This article reframed content as something that must be quotable, citable, and credible , which is crucial for today's ABM (and marketing) successes. Key takeaway: ABM-effective content now competes to be the source that are visible and trusted , not just the page buyers land on.→ Read how AEO and ABM intersect How AI and Silent Buyers Are Reshaping ABM This one reframed the game: you’re not only influencing humans — you’re influencing the systems they trust. Why it resonated: Because “dark funnel” isn’t a buzzword anymore. Buyers self-educate through communities, reviews, and AI summaries long before sales gets a signal.   Key takeaway: Modern ABM = algorithmic influence + trust infrastructure (reviews, peer proof, AI-readable content),  not just targeting.  → Read about our research on Silent Buyers   Mastering Full-Funnel ABM in an AI-Led Buyer Journey A strong “systems > campaigns” piece — built for people running real pipeline. Why it resonated: Because buying groups don’t convert from one touch. Teams need always-on influence across channels, not one-off bursts. Key takeaway: Full-funnel ABM is orchestration: the right message, distributed well, at the right moment — repeatedly. → Read Full-Funnel ABM Next Gen ABM Speed vs. Context: The Pitfalls of Over-AI in B2B Marketing One of the most “needed” reality-check posts of the year — especially for teams racing to automate everything. Why it resonated: Because AI speed is seductive, but “fast + generic” can quietly kill relevance, trust, and reply rates. Key takeaway: Let AI do the heavy lifting (research, drafts, scoring) — but keep humans accountable for nuance, compliance, and the final “should we push send?” decision. → Read Speed vs. Context  Gated or Ungated? Your Content Strategy Could Make or Break Pipeline A surprisingly strategic topic and super relevant in an AI-shaped buyer journey. Why it resonated: Because gating isn’t just conversion math anymore, it’s a discoverability + authority decision when AI can’t “see” what’s behind forms. Key takeaway: Gate fewer assets, but make them count. Optimize the rest for reach, credibility, and “quotable” value that travels. → Read more insighnts about Gated vs. Ungated  CustomGPTs in the Wild: Real-World Lessons from the AI x GTM Frontier A “show me the receipts” post on what GPTs look like when they actually ship into GTM. Why it resonated: Because everyone talks about Custom GPTs — fewer talk about GTM logic, guardrails, and operational deployment in real marketing. Key takeaway: The unlock isn’t “build a GPT.” It’s “teach it your GTM rules,” then manage it like a junior teammate with tight feedback loops. → Read CustomGPTs in the Wild From Ghosted to Closed: Your Year-End Pipeline Revival Playbook Every revenue team knows the end-of-year scramble to revive stalled deals, and this playbook injected fresh ideas fueled by AI and creativity. The core message was optimistic: those deals that “ghosted” you over the year aren’t dead; they’re just waiting for a smarter re-entry. Why it resonated: Instead of chasing net-new leads late in the year, teams focused on reviving stalled but high-intent accounts using AI signals, exec thought leadership, and lightweight pilots. Key takeaway: Stalled opportunities aren’t dead. With the right signal and re-entry, they’re often the fastest path to revenue.→ Read the scrappy revival playbook A Pattern Worth Noticing Looking across the most-read posts of 2025, a few truths stand out: AI changed the operating model Buyers changed how they discover and decide ABM evolved into prioritization + relevance Execution became signal-driven and human-amplified This is where ABM quietly evolved from a framework into an operating system . Looking Ahead to 2026: Enter the Era of “Vibe Marketing” in ABM In 2026, expect to see: ABM programs powered by agents Fewer named accounts - but deeper buying-group coverage and influence Signal-driven orchestration replacing static nurture tracks Vibe marketing becoming the default : more micro-campaigns on the fly , fast experiments, human POVs, AI-assisted execution. If 2025 was the year AI reshaped ABM, 2026 will be the year teams separate signal from noise. Founder's Closing Thoughts Thank you for learning and innovating with us through this transformative year. Here’s to staying bold, staying targeted, and embracing the next wave of marketing evolution. Stay tuned for fresh insights and strategies in the new year – and if you haven’t already, subscribe to NextGenABM to ride the forefront of the marketing innovation.

I recently published an article on  HubSpot’s marketing blog  — and the response has been energizing. For those of you who follow my work in AI x ABM/GTM Brief and Insights, this piece ( HubSpot Blog )  dives into one of the biggest questions I’m hearing from enterprise B2B teams:  Can you still run effective ABM for complex, multi-product Fortune 500 IT buyers - without breaking your ops team or budget? My answer? Yes —  if  you plan intentionally and automate intelligently. In my new article featured on  HubSpot , I shared what  modern ABM orchestration  looks like when powered by  real-time data and AI . Traditional firmographic- and technographic- based ABM falls short in today’s landscape, because:  🧩 Budgets are shifting constantly 🧩 Buying committees are across LOBs 🧩 Speed of signal processing matters more than just static “ICPs" That’s why my latest work focuses on  signal-layer orchestration , not just persona targeting. The Framework I Cover in the HubSpot Article - From Manual to AI-Powered ABM Orchestration Account intelligence & unified view   Buying‑committee mapping   Multi‑channel orchestration   Personalized engagement & content   Unified analytics   Plus, some practical extensions I’m testing:  signal‑layer orchestration, composable tool stacks, etc. 👉  Read the full article on HubSpot Blog Bonus Insight (not in the article) What I’m seeing in marketing is a shift toward: Programmatic intent-based tiering GTM signals as triggers  (not just filters) AI-based orchestration and contextualized personalization at scale All of these above require a  solid data and tracking foundation .  Rome wasn't built in a day.  I’m running these playbooks across live campaigns right now. The best results come when marketing  don’t just run campaigns - they build systems that solve buyer problems and scale growth . 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

I recently contributed an article to the HubSpot Blog exploring how workflow automation has evolved — and why it’s becoming a core capability for modern marketing, RevOps, and GTM teams. The piece, “Modern Marketing Workflow Automation Explained: What It Is and the Best Workflow Software to Use,” breaks down: What workflow automation really means in today’s B2B environment How it differs from traditional marketing automation Common workflow use cases across marketing, sales, and operations A practical overview of leading workflow automation tools The goal of the article is to help teams move beyond manual, one-off processes and understand how workflows can be used to orchestrate actions, improve prioritization, and support scalable growth . 👉 Read the full article on HubSpot: Modern Workflow Automation Explained: What It Is and the Best Workflow Software to Use At NextGenABM , workflow automation is a foundational layer of how I help B2B teams operationalize GTM strategy — whether that’s enabling faster speed-to-lead, cleaner lifecycle management, or more coordinated account-based execution. Being featured on HubSpot reflects the growing importance of workflow automation as not just an efficiency tool, but a strategic lever for modern revenue teams .

Next Gen ABM partners with early-stage startups to build AI-powered account-based go-to-market strategies, ABM orchestration programs, and scalable demand generation engines. Gain actionable ABM & ABX insights to fuel growth. AI-Powered Full-Funnel ABM and Demand Programs, Built to Scale Unlock efficient growth through AI-powered marketing, agentic GTM programs, and scalable execution / ABM orchestration — without the overhead of full-time hires. Uncover GTM Gaps 2024 Marketing Innovator Winner | Targeting and Engagement Recognized by the esteemed B2B Marketing Exchange and Demand Gen Report Read More The GTM Gap Most Startups Face Founder-led sales drive early traction — but they often hit a wall. Messaging becomes inconsistent. Targeting lacks precision. Sales and marketing fall out of sync. Growth slows. That’s where fractional leadership and agency support come in. Startups need senior-level expertise to scale — but also need to stay lean . A strategic GTM service offered by NextGenABM brings embedded fractional leadership, battle-tested frameworks and execution, and AI-enabled strategy and operationalization to help bridge the gap between founder-led growth and scalable GTM models — all without the cost of a full-time hire. Why NextGenABM See Portfolio Founded by Océane Li , a B2B marketing leader with 13+ years of experience scaling revenue at Looker, Google, MapR Data, Shopify, and several venture-backed startups and scale-ups with 3 exits . NextGenABM is a certified service provider and partner of Demandbase, Salesloft, HubSpot, and Clay — and winner of the 2024 B2B Innovation Award (by Demand Gen Report) for excellence in AI-driven marketing. Our strategies extend beyond just ABM . Whether you're running inbound marketing, demand generation, or sales programs — we bring clarity, targeting, systems, and scalable execution to modernize your GTM. What sets us apart: ✅ AI + full-service agentic GTM : Strategy, orchestration, and execution in one place, utilizing leading agentic AI tools to supercharge your GTM ✅ Data and operational expertise : We work with the right tools, not just the familiar ones ✅ Deep B2B SaaS expertise blended with both product-led and sales-led growth strategies ✅ Strong GTM alignment: Integrating sales prospecting and inbound marketing into one motion ✅ Cross-industry perspective : While grounded in SaaS, my early background in manufacturing and supply chain brings a systems-thinking lens that strengthens GTM execution. Approach: ✅ Fractional. Strategic marketing leadership without the headcount. ✅ AI-Enabled. Campaigns, content, and routing powered by GTM signal-based intelligence. ✅ Outcome-Driven. Focused on pipeline, alignment, and measurable revenue lift. ✅ Scalable. Engagements that flex with your stage, stack, and growth pace. Based in: SF Bay Area | Serving: Global fast-growing B2B teams (incl. EMEA) What We Do NextGenABM is a strategic consultancy that helps tech companies, especially those scaling from founder-led growth, build smarter, leaner go-to-market engines. Align GTM teams around one revenue strategy Operationalize AI to scale full-funnel demand gen Build CRM + RevOps infrastructure for GTM scale Run multi-channel campaigns that convert high-intent signals into pipeline Delivered through: Strategic Workshops & Messaging Frameworks Fractional Marketing Leadership Executional Support with ABM + GTM Campaigns More Info What is ABM? Account-Based Marketing (ABM) is a B2B growth strategy focused on identifying and engaging high-fit accounts and buying personas, rather than casting a wide net. Even if you're not running formal ABM today, the same principles apply to any business trying to grow smarter with : targeted engagement and optimized ROI. Q1. What is ABM orchestration? ABM orchestration means aligning marketing, sales, and RevOps around a coordinated account-centric journey -where every touchpoint, channel, and technology is synced to engage target accounts effectively. ➝ Is GTM the evolution of ABM? Q2. How does AI enhance ABM strategies? AI supercharges ABM  -  from predicting which accounts are heating up to automating personalized outreach at scale. It makes campaigns smarter, faster and far more measurable. ➝ 4 AI x GTM Plays CMOs Can’t Ignore Q3. What’s the difference between old-school ABM and next-gen ABM? Traditional ABM focused on a handful of accounts with marketing-led campaigns. Next-gen ABM is full-funnel, integrated with GTM ops, uses signals + data + AI, and treats revenue teams as one engine. ➝ The Great ABM Shift: What Changed in the AI Era? ABM/ABX Services Demand Gen Services Revenue Operations Services Go-to-Market Services Patners Trusted Service Provider Partners Next Gen ABM Partner with Best-in-Class Technologies for Your Account-Based Revenue Excellence. Recognized by Leading Account Based Marketing and Sales Technology Vendors “Working with Océane felt like having a true thought partner. She helped us clarify our positioning and narrative, making it easier to engage investors and connect with the right early adopters to lay a strong foundation for future growth.” Asa Whillock, Founder & CEO, Euphonic AI Insights to Power Your Next Move💡 Curious how leading B2B teams are using AI and account-based sales and marketing to unlock growth? Whether you're building your first GTM engine or evolving from founder-led sales, these are the resources to help you move faster — and smarter. Get Insights Featured on HubSpot: Modern Marketing Workflow Automation Explained I recently contributed an article to the HubSpot Blog exploring how workflow automation has evolved — and why it’s becoming a core capability for modern marketing, RevOps, and GTM teams. The piece, “Modern Marketing Workflow Automation Explained: What It Is and the Best Workflow Software to Use,” breaks down: What workflow automation really means in today’s B2B environment How it differs from traditional marketing automation Common workflow use cases across marketing, sales 42 minutes ago Weekly AI x ABM/GTM Insights – From Ghosted to Closed: Your EOY Pipeline Revival Playbook + Founder’s Insights Weekly AI x ABM/GTM Insights – From Ghosted to Closed: Your EOY Revival Playbook + Founder’s Insights Nov 12 [Featured on HubSpot Blog] From Manual to AI-Powered ABM Orchestration From Manual to AI-Powered ABM Orchestration Nov 4

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?

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?