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Edition #53 | Published Jan 12, 2026 Vibe coding, popularized by tech leaders in early 2025, describes using AI to generate software by simply describing the desired vibe or outcome, rather than writing code. Now, marketers have their own version of this trend: vibe marketing. Just as vibe coding lets developers create apps from natural-language prompts, vibe marketing uses AI and no-code tools to craft campaigns and programs. This approach is gaining serious traction. Even new startups are  hiring “Vibe Marketers”  with salaries up to $1 million. This week, there are also more signals that matter for GTM teams. I am tracking them so you can move fast without  breaking trust. Let’s get into them. 👉  🚀 The Pulse: Industry News You Can’t Afford to Miss We read the AI x ABM headlines so you don’t have to.  Tiny teams + AI agents are becoming a credible operating model  Business Insider ’s VC trend read: “ tiny teams ” enabled by personalized agents and automation are becoming the trend in 2026. More bloated and over-complicated marketing departments will be replaced by more lean, fast, AI-augmented individuals. Our take: This mirrors what we saw across our most-read insights in 2025: AI is now doing two distinct jobs in ABM — relevance for known accounts, and prioritization for in-market ones (recapped in Best of NextGenABM in 2025 ). Demandbase is getting more “programmable” (and more buying-group native) Their December 2025 Product Update  is a big one for ABM operators: Buying Group data via Export API , more BG intelligence fields for segmentation, plus multiple agent features (including an Email Agent  and an Intent Agent for keyword set generation).  Our take: It’s getting easier to push buying-group context into your CRM + ABM orchestrations.  The agent hype is real… but trust is the constraint Zapier recently released survey findings showing 84% of enterprise GTM leaders plan to increase AI agent investment , while still preferring human-in-the-loop  approaches - security + privacy remain the biggest adoption brakes.  Our take: This maps directly to ABM: autonomy is rising, but approvals + audit trails will decide what gets executed.  🎙 Voices of Influence: The Rise of Vibe Marketing (and why marketing leaders should care) Vibe coding let developers ship apps from prompts - now marketers are doing the same. Vibe marketing  is what happens when AI + no-code turns plain-English ideas into live campaigns  faster than traditional teams and stacks can keep up.  For Demand Gen / ABM marketers, this is implying a new operating model : Named accounts:  you can spin up hyper-relevant plays (ads, landing pages, sequences) in days — and iterate  weekly based on real account signals.  In-market accounts:  you can run more “micro-tests” (messaging, segments, offers) and let signals pick winners  before you scale.  The risk:  governance, data hygiene, and guardrails should be set up up front.  Below is an experiment I ran on Make - a well-known no-code automation platform . I created an automation to monitor a Facebook page’s social engagement. It sent email alerts using OpenAI GPT. I could automatically track updates and receive insights in my inbox. If you want the full breakdown (plus the tools I tested and what I’d change in your stack), I published the full POV on MarTech :  👉  https://martech.org/the-rise-of-vibe-marketing-and-what-it-means-for-marketers/ ABM is your go-to-market motion, not just 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

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

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

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When we have no ongoing legitimate business need to process your personal information, we will either delete or anonymize such information, or, if this is not possible (for example, because your personal information has been stored in backup archives), then we will securely store your personal information and isolate it from any further processing until deletion is possible. 8. HOW DO WE KEEP YOUR INFORMATION SAFE? In Short: We aim to protect your personal information through a system of organizational and technical security measures. We have implemented appropriate technical and organizational security measures designed to protect the security of any personal information we process. However, despite our safeguards and efforts to secure your information, no electronic transmission over the Internet or information storage technology can be guaranteed to be 100% secure, so we cannot promise or guarantee that hackers, cybercriminals, or other unauthorized third parties will not be able to defeat our security, and improperly collect, access, steal, or modify your information. Although we will do our best to protect your personal information, transmission of personal information to and from our Website is at your own risk. You should only access the Website within a secure environment. 9. WHAT ARE YOUR PRIVACY RIGHTS? In Short: In some regions, such as the European Economic Area, you have rights that allow you greater access to and control over your personal information. You may review, change, or terminate your account at any time. In some regions (like the European Economic Area), you have certain rights under applicable data protection laws. These may include the right (i) to request access and obtain a copy of your personal information, (ii) to request rectification or erasure; (iii) to restrict the processing of your personal information; and (iv) if applicable, to data portability. In certain circumstances, you may also have the right to object to the processing of your personal information. To make such a request, please use the contact details provided above. We will consider and act upon any request in accordance with applicable data protection laws.If we are relying on your consent to process your personal information, you have the right to withdraw your consent at any time. Please note however that this will not affect the lawfulness of the processing before its withdrawal, nor will it affect the processing of your personal information conducted in reliance on lawful processing grounds other than consent. If you are resident in the European Economic Area and you believe we are unlawfully processing your personal information, you also have the right to complain to your local data protection supervisory authority. You can find their contact details here: http://ec.europa.eu/justice/data-protection/bodies/authorities/index_en.htm .If you are resident in Switzerland, the contact details for the data protection authorities are available here: https://www.edoeb.admin.ch/edoeb/en/home.html . Cookies and similar technologies: Most Web browsers are set to accept cookies by default. If you prefer, you can usually choose to set your browser to remove cookies and to reject cookies. If you choose to remove cookies or reject cookies, this could affect certain features or services of our Website. 10. CONTROLS FOR DO-NOT-TRACK FEATURES Most web browsers and some mobile operating systems and mobile applications include a Do-Not-Track (“DNT”) feature or setting you can activate to signal your privacy preference not to have data about your online browsing activities monitored and collected. At this stage, no uniform technology standard for recognizing and implementing DNT signals has been finalized. As such, we do not currently respond to DNT browser signals or any other mechanism that automatically communicates your choice not to be tracked online. If a standard for online tracking is adopted that we must follow in the future, we will inform you about that practice in a revised version of this privacy notice. 11. DO CALIFORNIA RESIDENTS HAVE SPECIFIC PRIVACY RIGHTS? In Short: Yes, if you are a resident of California, you are granted specific rights regarding access to your personal information. California Civil Code Section 1798.83, also known as the “Shine The Light” law, permits our users who are California residents to request and obtain from us, once a year and free of charge, information about categories of personal information (if any) we disclosed to third parties for direct marketing purposes and the names and addresses of all third parties with which we shared personal information in the immediately preceding calendar year. If you are a California resident and would like to make such a request, please submit your request in writing to us using the contact information provided on this page. If you are under 18 years of age, reside in California, and have a registered account with the Website, you have the right to request removal of unwanted data that you publicly post on the Website. To request removal of such data, please contact us using the contact information provided on this page, and include the email address associated with your account and a statement that you reside in California. We will make sure the data is not publicly displayed on the Website, but please be aware that the data may not be completely or comprehensively removed from all our systems (e.g. backups, etc.). CCPA Privacy Notice The California Code of Regulations defines a "resident" as:(1) every individual who is in the State of California for other than a temporary or transitory purpose and(2) every individual who is domiciled in the State of California who is outside the State of California for a temporary or transitory purposeAll other individuals are defined as "non-residents." If this definition of "resident" applies to you, certain rights and obligations apply regarding your personal information. 12. HOW CAN YOU CONTACT US ABOUT THIS NOTICE? If you have questions or comments about this notice, you may contact us at info@nextgenabm.io. HOW CAN YOU REVIEW, UPDATE, OR DELETE THE DATA WE COLLECT FROM YOU? Based on the applicable laws of your country, you may have the right to request access to the personal information we collect from you, change that information, or delete it in some circumstances. To request to review, update, or delete your personal information, please submit the request to the contact provided on this page. We will respond to your request within 30 days.

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?