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Edition #42 | Published July 7, 2025 Last week, we explored the invisible 80% of B2B buyers who make decisions long before your reps or ads ever reach them. This week, we're diving deeper: Once you've captured their attention, how do you remain visible, relevant, and trusted throughout the buyer journey? The challenge today isn’t just about initial outreach. It's about full-funnel ABM : continuous orchestration , consistently influencing complex buying groups across multiple channels and formats . Leading ABM teams now view influence as an always-on process, rather than a series of isolated “campaigns”.  Let’s talk about it. 🚀 The Pulse: Industry News You Shouldn’t Miss We read the latest AI x ABM News so you don’t have to.  TrustRadius Acquired by HG Insights In a strategic move, HG Insights is  integrating TrustRadius data  into its platform, offering marketers enhanced buyer intent signals coupled with detailed review-layer insights. This could reshape how teams prioritize ABM outreach based on buyer sentiment, not just firm- and techno-graphic fit. Demand Gen Report’s “ 2025 State of ABM ” — AI & Hyper-Personalization Driving Results Demand Gen Report's latest survey underscores AI, hyper-personalization, and cross-functional alignment as critical for ABM success. Insights from Demandbase CEO Gabe Rogol highlight how GTM leaders now leverage account-level intelligence to drive scalable revenue. RedditMonitor Launches for GTM Teams Think Reddit for the unfiltered internet, especially for engineering and developers? RedditMonitor  let you now tap directly into intent-rich Reddit conversations, extracting real-time market signals, objections, and buyer language—without traditional surveys. I’ve signed up for a trial for my projects. Stay tuned!  🎙 Voices of Influence: Full-Funnel ABM in AI-Led Buying Journey B2B buying today isn't linear—and it's rarely a one-to-one engagement. We’re talking about in average 11-person buying committees  averaging 17 touch points each , according to leading industry reports. That’s 180+ possible moments of influence per opportunity! Not surprising that many teams feel overwhelmed rather than strategically orchestrated. The smartest ABM leaders are tacking these with the following strategies: ✅ Strategic omnichannel engagement : like coordinated campaigns across email, display, LinkedIn, content syndication, even emerging formats like CTV and audio ✅ Personalized full-funnel nurture : so relevance doesn’t stop after the first “hand raise” ✅ Relevance on demand : adjusting content calendars to match real-time buyer behaviors and emerging market trends using GTM signals   To truly master ABM, you need to close gaps in your nurture strategy , ensuring ongoing relevance and multi-channel personalization that drives urgency and action throughout the buyer journey.  Madison Logic puts it simply: “It’s not the best content that wins; it’s the most timely, well-distributed content.” And as Keith Turco, Madison Logic CEO, recently noted on their communications: “Companies are finally beginning to understand ‘ true ABM ’ means going beyond lead generation into the full funnel .” 🔦 Case Study:  FireMon ’s  Amy Yuan and Stephanie Peterson recently shared how they cracked the code to executing automated, personalized multi-channel campaigns in a webinar.  They faced a familiar B2B challenge: how to engage different personas across long sales cycles—without exhausting the team or overwhelming the audience. By mapping buyer journeys and using dynamic segmentation, they launched automated multi-channel campaigns   across display, email, and web. Each message was personalized based on buyer stage and persona —without manual effort. (Image Credit: 6Sense's Webinar Series ) 🔥 What’s Trending This Week 📈 New data from Emergence Capital shows that AI Startups Grow 4X Faster Than SaaS . The real acceleration is with GenAI-native companies.  Most of the market-share created in a technology shift goes to new entrants , not the legacy giants.  Best Practice on LinkedIn Is... No More “Best Practices.  The new play? Share your actual thoughts. B2B audiences are rewarding authenticity over formulaic thought leadership. (Source: Agent.ai )  The future of sales development lies not in outbound emails, but in structured rotations across GTM teams .  💸 $100K–$150K Is the New Enterprise Deals Sweet Spot . And 39% of buyers now prefer pay-as-you-go pricing . Source: G2 Buyer Report 2025 🚀 Notable Funding Rounds in AI-Powered GTM Startups  Deeto  (formerly B2B Voice) secured $12.5 million Series A  led by Jump Capital to scale its AI-native platform that amplifies “customer voice” across the buyer journey.  Octave  closed a $5.5 million Seed round . This AI marketing-tech platform helps companies build ideal-customer profiles  and shape GTM campaigns using GPT- and Claude-based models  - what modern ABM teams need for predictive, AI-driven campaign design. 🛠 Martech Spotlight: Cool Tools & Innovations RedditMonitor  — Gain real-time market signals and hot leads  from Reddit conversations. Clay’s SEMrush Integration  — Perfect for understanding what resonates with competitor audiences  (e.g. Discover competitor's highest-performing pages and analyze their geographic traffic distribution, Monitor social media engagement levels) 📚 Knowledge Vault: Must-Reads for ABM Operators Real‑World CustomGPT Lessons — explore live AI agent use cases in GTM How AI Agents Are Transforming Account-Based GTM  The How to Guide on Seamless Omnichannel Marketing 🎤 ABM Insider: Events We’re Attending  July 16, 11 a.m. ET  · The Strategic Value of ABM Audio Advertising Register here July 16, 12 p.m. ET  · Supercharge GTM with Gong & Clay Save your seat 💬 Quote of the Week “If you want to exploit even this early AI capability, it is so much easier to do that as a startup than as a big corporate that has to manage the cultural shift.” – Marc Roberge, Stage 2 Capital  (ex-HubSpot CRO), Source  "Marketers’ jobs will revolve less around creating and more around matchmaking" – Maya Grossman, CEO, Maya Grossman Group , Source: Hubspot Newsletter  🧠 Ready to revamp your strategy? Check out our past editions  or let’s chat . 🎯 Until next time— stay bold, stay targeted. 📩 Subscribe here  | Read more insights

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 automation Led 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 innovation Clarify 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. 📩 Subscribe here  | Read more insights

We’re excited to share that NextGenABM is now an official Demandbase Certified Services Provider and Agency Partner , certified in Account-Based Marketing (ABM) and Demandbase Solutions. As a strategic ABM consultancy helping B2B startups and scaleups operationalize high-performing go-to-market programs, this partnership strengthens our ability to bring clients best-in-class tools, data, and insights to accelerate pipeline growth. “Becoming a certified Demandbase partner reinforces my commitment to combining AI-enabled targeting, signal-based orchestration, and scalable GTM execution for our clients,” said Océane Li, founder of NextGenABM. “We’re proud to partner with Demandbase and bring even more value to lean B2B teams building the next generation of growth engines.” Why Demandbase? Demandbase offers a comprehensive ABM platform that unifies account intelligence, personalization, sales enablement, and measurement, making it a natural fit for our data-driven, full-funnel approach to ABM. We look forward to helping more companies unlock the power of intent data, precision targeting, and integrated sales-marketing orchestration through our Demandbase-backed service offerings. 👉 View our Demandbase Partner Listing »

Edition #40 | Published June 9, 2025 Everyone loves to talk about building a Custom GPT. But few people talk about its strategy and use cases in GTM.  Last week I pulled back the curtain in MarTech  on how we’ve taken GPTs from prototype to production: mapping intent signals, drafting sales plays, and slotting them into ABM cadences alongside human teammates → Real-world insights from deploying Custom GPTs for GTM 🚀 The Pulse: Must-Know Related Industry News We read the latest AI x ABM News so you don’t have to.  ChatGPT Meets HubSpot: Turbocharge Deal Velocity with AI Insights Think: “Which cohorts closed fastest last quarter?” or “Which enterprise accounts show the strongest expansion signals by tech stack?” based on my CRM and marketing engagement history, and ChatGPT returns the answer, plus the next-best nurture or workflow to launch in HubSpot. Take actions   I’m really excited about this move from Hubspot and glad to see more MCP  starts to shape the B2B marketing landscape (read some context here ).  Zapier has moved its AI Agents out of the chat window and into always-on “Pods.” Each Agent now has one specific job (e.g. enrich leads, push data, draft emails) and work independently in the background, monitoring for triggers and taking action on your behalf. Some early tests show a single Pod sourced more than 2k qualified leads  in its first month.  Demandbase Launches Agentbase on AWS Demandbase introduced Agentbase , a suite of connected AI agents built on Amazon Web Services (AWS) . The new agents, e.g. Filter Agent and Action Agent, aim to enhance revenue team performance by turning data into actionable insights using secure, scalable AI on AWS. I’m super excited about this news.  "The next era of GTM is here: Assisted automation and insights powered by AI,"  said Gabe Rogol, CEO at Demandbase.  6sense’s Inspire UK pulled 300+ EMEA leaders into London for hands-on GTM accelerators Those sessions centred on multi-signal intent orchestration  and AI-driven pipeline forecasting.  Clay quietly shipped on-the-fly AI enrichment signal engines Need a custom job-change signal or a particular lead score that is specific for your ABM strategy? Just add a column, describe the output, and Clay’s model populates it, no prompt engineering or external API required according to their announcement.  Why it matters:  In one week we saw Hubspot meet ChatGPT, multiple agents unleashed, in-person AI playbooks shared, and data tables turned into on-demand signal engines, proof that every layer of the ABM stack is re-tooling for human × AI orchestration. 🎙 Voices of Influence: What C ustom GPTs for GTM Actually Look Like in B2B “The real unlock isn’t just building GPTs—it’s teaching them to think in go-to-market logic.” In my MarTech deep-dive  I share field notes from live deployments in work with clients: Surfacing ICP matches Prioritizing intent And many more My biggest takeaway for my readers:  Will AI replace your marketing team? Not likely. But marketing leaders who can direct and deploy AI effectively will have a major strategy and execution edge .  These AI tools are like junior teammates — they extend my capabilities, but still rely on my judgment, inputs and direction.  They perform best with strong leadership and guidance.  The organizations that thrive won’t be those chasing the latest tools, but those with leaders who: Understand where AI fits in GTM.  Build clear use cases aligned to business outcomes. Create systems to measure, refine and train AI agents. Your AI agents need those leaders as their managers . Because in the end, the tech stack alone doesn’t win. Strategy, process and human judgment do.  Read my full article:📖 Real-world insights from deploying Custom GPTs for GTM 🔦 Case Study: How the HubSpot Blog Team Uses AI HubSpot’s content org has quietly embedded AI across its editorial cycle . For example, Breeze Copilot drafts outlines, predictive search data guides topics, and a “human-in-the-loop” editor keeps nuance and brand voice intact. See how they do it in HubSpot Blog Team Uses AI .  🛠 Martech Spotlight: Cool Tools & Innovations HubSpot AI Search Grader  now shows how visible your brand is inside gen-AI answer engines—and offers quick wins to claim more answer boxes. Make  just shipped an AI flow builder : I just typed “sync 6sense intent to Slack” and it generated the scenario in seconds. Claygent  hit 1 billion agent runs  last week, underscoring how fast outbound teams are embracing task-specific GPTs. 📚 Knowledge Vault: Must-Read Resources B2B Authority in the AI Search Era  – why un-gating content trains both buyers and  LLMs. Lead Scoring for ABM  – Madison Logic’s framework pairs  fit + intent to prioritize buying groups , not just accounts. ⚡ Execution Tips & Tricks for AI x ABM Success  Seed the forums AI scrapes.  G2, Reddit, Quora—drop bite-size expertise where LLMs look for authoritative snippets. Score signals , not eyeballs.  When designing lead scoring for ABM, weight events like pricing-page visits or tech-stack swaps from buying groups (of your target accounts) above generic web traffic from targeted accounts.  🎤 ABM Insider: Events We’re Attending  June 10 · 9 AM PT – Beyond Automation: Identifying AI-Ops Opportunities Register A tactical session on mapping low-lift automations before you dive into custom agents. June 17 · 8 AM PT – Agentbase Unveiled: How AI Agents Are Transforming GTM Register Demandbase showcases live customer stories, ROI benchmarks and a peek at multi-agent collaboration. June 17 · 11 AM PT – Pipeline → Profit: Re-imagining Sales with AI Agents (Salesloft) Register First-hand playbooks for agent-assisted deal cycles and the workflows that keep reps in the loop. 💬 Quote of the Week ​​“The biggest mistake is using AI as a replacement instead of a catalyst.”  — Basha Coleman , HubSpot Media on Hubpost “B2Bs have long struggled with how much content to gate. But AI engines can’t access information hidden behind forms. That’s why expanding to other channels and prioritizing buyer education should take precedence over chasing MQLs.” – Andrea Cruz  wrote on MarTech   🧠 Ready to re-map your GTM for human × AI collaboration? Check out our past editions  or let’s chat . 🎯 Until next time— stay bold, stay targeted. 📩 Subscribe here   | Read more insights

Edition #39 | Published June 2, 2025 There’s a clear pattern emerging in the most effective revenue teams today: they’re not choosing between human or AI—they’re designing for both. From GenAI-powered GTM agents to human-in-the-loop  personalization systems, the new GTM blueprint isn't human vs. machine. It's human with machines.  For example, your reps may no longer start the call list, but they’re still closing it. And CMOs who design their strategy around this hybrid model are pulling ahead faster than those stuck in either extreme.  This week, we explore what this hybrid shift really means: new roles, new tools, and a new approach to orchestration, as highlighted in the most recent Saastr 2025: hybrid GTM teams (human + AI) consistently outperform both pure automation and human-only execution. 🚀 The Pulse: Must-Know Related Industry News We read the latest AI x ABM News so you don’t have to.  ForgeX x Demandbase Releases 2025 State of ABM Report ForgeX published its " 2025 State of ABM Report ," providing a comprehensive analysis of the current state of Account-Based Marketing. The report recognizes the varying deployment models of ABM and offers insights into effective strategies for account-based GTM approaches . Salesloft's Research Agents Go Live Salesloft’s May release  adds new Account Research  and Buyer ID agents . Together they are helping teams move beyond static data to dynamic, contextual insights. Simpli.fi  + Bombora Launch First Native Contextual B2B Ad Solution Simpli.fi  has partnered with Bombora to launch the first native contextual targeting solution for B2B—combining real-time Company Surge® intent data  with Simpli.fi ’s granular targeting capabilities. The result: more relevant, privacy-friendly campaigns that reach buyers when interest is high. With access to an extensive library of intent topics, advertisers can now deliver strategic, high-performing campaigns  without relying on third-party cookies. Clay Announces 'Sculpt' – Its First Annual User Conference Clay unveiled plans for " Sculpt ," its inaugural user conference scheduled for September 17, 2025, in San Francisco . The event aims to bring together GTM leaders to build AI workflows, share creative tactics, and gain early access to new features.  Apollo.io Achieves 500% Growth with AI Sales Platform Apollo.io reported a 500% year-over-year growth  in its AI-powered sales platform, now serving over 50,000 weekly active users. The company plans to add 300 new team members by the end of 2025 to support its mission of empowering sales teams with AI-driven GTM capabilities.  Zapier Evolves Its AI Agents for Enhanced Automation Zapier announced significant updates to its AI Agents , transitioning from chat-based interactions to fully autonomous agents that operate independently in the background. The new "one agent, one job" approach simplifies workflow building, and the introduction of Agent Pods and an activity dashboard enhances user experience.  🎙 Voices of Influence: The 2026 GTM Team is 50% Human, 50% AI “Hybrid teams—where AI automates signal capture and humans deliver tailored plays—are outperforming every other model.” A powerful piece via SaaStr founder Jason Lemkin  breaks down what many of us are already seeing: The best GTM orgs aren’t replacing people with AI, instead, they’re  reshaping roles around it.  For instance, SDRs focus on personalization. AI handles scoring, research, and follow-ups. Management are learning how to design and manage the best performing Human + AI hybrid teams .  🔦 Case Study:  (Skipping this week – back next edition) 🔥 What’s Trending: Hot Picks from Web This Week GenAI and software review sites like G2  are the top two sources that influence vendor shortlisting, according to Saastr 2025. Top-performing teams use AI to score and suggest, then let reps craft micro-personalized campaigns. The human-in-the-loop approach is winning , according to Saastr 2025.  Crowdsourced results from builders : What’s one part of your job that AI has already changed—or that you think won’t exist the same way a year from now? Creating BOFU content is the one I would pick from those crowd sourced use cases.  The best video marketing channels  with highest ROI and engagement  to grow your brand this year is Instagram (short to medium form videos), per Hubspot.  🚀 Notable Funding Rounds in AI-Powered GTM Startups  Salesforce acquires Informatica : This move signals deeper convergence between data infrastructure and GTM orchestration, across identity resolution, consent management, and ABM signal integration. We should expect more to come from Salesforce in the near future  Clay Secures $40M in Series B Expansion, Valuation Rises to $1.25B: Clay, a GTM development platform, raised $40 million in a Series B expansion round led by Meritech Capital, elevating its valuation to $1.25 billion. ⚡ Execution Tips & Tricks for AI x ABM Success  Use Lovable.dev  to build light AI tools from simple prompts. Create repeatable GPTs : try to turn your prompts into reusable assets that generate consistent content or competitor insights.🔗 Alex Lindahl explains → 🛠 Martech Spotlight: Cool Tools & Innovations HubSpot’s AI Clip Creator  – A quick-edit tool to turn long-form content into short, shareable video clips.  FirstQuadrant  – New AI sales execution layer that watches pipeline, flags follow-ups, and surfaces missed deals.  Founders and reps get one dashboard where emails, tasks, and deal health live together. I find it cool.  📚 Knowledge Vault: Must-Read Resources How Demandbase runs AI-Powered B2B Advertising  with targeting and dynamic personalization? Useful insights from the Demandbase marketing leaders.  How Digital Media Powers ABM Wins (feat. Saima Rashid & Adam Kaiser) Watch on 6sense  ABM Account Tiering Strategy Playbook 🎤 ABM Insider: Events We’re Attending  AI in RevOps: Lessons from the Frontline - June 9 · 10am PT – Featuring Kein Heraly, VP RevOps, DemandScience 🔗 Register First-Party Data & Trust: The Consent Strategy Marketers Need Now - June 10 · 10am PT🔗 Join  Agentbase Unveiled: How AI Agents Are Transforming GTM - June 17 · 8am PT🔗 Register  💬 Quote of the Week “CMOs want to use ABM, but they don’t implement it at a strategic level. They rely too much on technology without the right change management.” – Scott Stedman, The Imaginarium ( Source ) “Decision-makers rarely say, ‘We have a problem.’ But they drop hints everywhere—from competitor threads to Glassdoor reviews.” – Marcin Pienkowski, Think Beyond (Source: Hubspot's Tip of the Week ) “If your campaigns don’t influence the AI models, you’re invisible to the modern buyer.” – Guillaume Cabane, Hypergrowth Partners ( Source ) 🧠 Ready to revamp your strategy? Check out our past editions  or let’s chat . 🎯 Until next time— stay bold, stay targeted. 📩 Subscribe here  | Read more insights

Edition #38 | Published May 28, 2025 We’re past the point of asking “Should AI be in our GTM?” —it’s already there. The real question now is: Are we using it where it actually moves the needle? From Demandbase’s Agentbase on AWS rollout to ZoomInfo literally rebranding as GTM, the industry is making one thing clear: AI is the new foundation of go-to-market. But here’s the catch most teams are still working through: it’s not just about plugging in new tools. It’s about knowing where AI can truly amplify your strategy . In this edition, we break down the 4 AI x GTM plays every CMO  should have on their radar , plus the news, tools, and shifts shaping how modern ABM teams scale smarter. 🚀 The Pulse: Must-Know Releted Industry News We read the latest AI x ABM News so you don’t have to.  Demandbase Launches Agentbase – The First GTM AI Agents on AWS Demandbase has officially rolled out Agentbase , a suite of GTM AI agents built on Amazon Bedrock . The new Filter and Action Agents, co-developed with AWS’s GenAI Innovation Center is going to enable revenue teams to turn complex workflows into conversational actions . Early adopters saw +40% CTR and +25% more page visits . This marks a major leap in assisted automation, helping ABM teams access insights and execute faster. ABM Audio Advertising Is Gaining Tractions As workdays become more fragmented, audio advertising  is stepping up as a powerful ABM channel . Whether it’s a podcast or streaming app, audio fills those “screen-free” moments to keep your brand top of mind when decision makers are listening, not scrolling. With 83% of senior execs tuning in weekly  (according to MadisonLogic) and nearly half reporting audio impacts their buying decisions, it’s becoming a must-have in the multi-touch ABM mix . Demandbase × TechTarget: A Strategic Intent Power Play Demandbase  and TechTarget  have joined forces  to integrate their respective intent data sources. This partnership helps B2B marketers enhance prioritization and ROI  by merging content-consumption behavior with buying-stage readiness inside the Demandbase GTM platform. ZoomInfo Rebrands to GTM ZoomInfo has changed its Nasdaq ticker from ZI to GTM , which is a bold move signaling its commitment to becoming the de facto Go-To-Market Intelligence Platform . It also speaks to a broader trend of the rise of roles like GTM Strategy/Architect/etc. Salesloft Unveils 15 New AI Agents Salesloft expanded its AI capabilities with 15 new autonomous agents , bringing the total to 26. These agents aim to reduce manual work and accelerate sales execution, offering end-to-end support across the revenue cycle.  HubSpot's 2025 State of Marketing Report HubSpot's report explores trends, tools, and strategies defining 2025 marketing strategies , emphasizing AI's role in driving growth and the importance of staying ahead in an AI-first world. Key takeaways include Millennial and Gen Z audiences are taking the majority of B2B marketer’s target audiences, and short-form videos and influencer collaborations are delivering the highest ROI. 🎙 Voices of Influence: 4 AI x GTM Plays CMOs Can’t Ignore As CMOs recalibrate their GTM strategy to compete in an AI-shaped market , the priority is about understanding where AI delivers the most strategic lift in your marketing workflow. We can group today’s AI deployment in GTM across 4 core areas ( see the infographic below ). Together, they define how AI will scale both efficiency and impact across modern revenue marketing. 4 Strategic AI x GTM Plays for CMOs (Author: Océane Li @ NextGenABM) 1. AI-Augmented Platforms (Embedded AI in the Stack) These are your traditional GTM tools, think about your CRMs, MAPs, ABM, Sales engagement platforms, now they are adding AI layers (e.g. personalization at scale ) to stay competitive. Examples : HubSpot, Salesforce, ZoomInfo, Salesloft, Demandbase Strategic Use Case : Leverage those augmented capabilities to enhance existing workflows: lead scoring, buyer intent enrichment, predictive analytics, content suggestions, etc.  Consideration: This play has relatively low barrier to entry, but can be under-leveraged due to legacy workflows or playbooks. It often requires change management to activate the AI layer fully. 2. AI-Native Platforms (Born-AI Tools Driving Workflow Reinvention) Platforms built post-2020 that start with AI as the core logic , not an add-on. Examples : Clay, Jasper, Descript, Writer, Mutiny, Zapier (AI automation layer), Copy.ai Strategic Use Case : Redefine workflows like campaign automation, content ops, creative production, data integration.  Consideration: These tools drive speed, experimentation, and creative scaling, which are perfect for lean, agile teams. They have huge upside, but selection and leveraging them for marketing still require strategic oversight and someone who fully understands the potential.  3. AI Agents & Custom GPTs (Tailored, Task-Specific AI Operatives) Purpose-built agents (often built via OpenAI or third-party orchestration layers) designed for specific GTM tasks: messaging analysis, campaign planning, segmentation strategy, etc. Examples : Custom GPTs, RAG-powered chatbots, internal AI agents. Strategic Use Case : Fill strategic gaps in go-to-market execution, such as sales enablement, ABM orchestration, etc.  Consideration: While this AI play gives you the highest level of control, it typically requires internal AI fluency in the marketing team.  4. AI Infrastructure & Data Layer Tools (The “AI Plumbing” Behind GTM Insights) This includes data orchestration, LLM integration, prompt tuning, and analytics layers that power AI behind the scenes. Examples : Snowflake Cortex, LangChain, Databricks, Synthflow, Unstructured.io . Strategic Use Case : Create a reliable data + decision layer for AI outputs.  Consideration:  Although this AI play is typically owned by RevOps or Data teams, those who might not always report to marketing, CMOs need to influence this layer to ensure marketing use cases alignment. This is the most “invisible” yet essential layer. 🔥 What’s Trending: Hot Picks from Web This Week UGC (user generated content) & AI search push Quora/Reddit winning big on traditional search these days. This reminds us embracing multichannel, multi-format distribution  and building trust early on are so critical for ABM, you can even leverage those Reddit buying intents at scale. Series B “graduation rates” cooling  for 2021-era startups, with significantly lower progression percentages across all time horizons.  Databricks goes all-in on data + AI for marketers , as the lakehouse just became your CDP.  🚀 Notable Funding Rounds in AI-Powered GTM Startups  Sweep  raised $22.5 million in a Series B on May 22, 2025, focusing on AI-powered GTM automation for Salesforce/HubSpot. Siro raised $50 million on May 21, 2025 for AI-driven coaching for sales reps, which fits as an AI-powered GTM. 🛠 Martech Spotlight: Cool Tools & Innovations HubSpot “Breeze Customer Agent”  now covers the entire  buyer journey  and resolves 50%+ of support conversations via AI.  Clay  adds real-time TrustRadius intent signals  and uses natural language to find the most relevant enrichments   (based on your strategy/play) in Clay.  📚 Knowledge Vault: Must-Read Resources Salesforce’s strategic GTM playbook —from broad spray to precision ABM.  Why Net Revenue Retention  is the new north-star metric —ZoomInfo CEO explains.  ⚡ Execution Tips & Tricks for ABM Success  “ Find the conversations already happening —then insert value, don’t just broadcast.” — Shelagh Dolan, Quora for Business Audit agents overlap monthly to avoid redundant automations that make ops brittle. Use podcast ads to mirror the one-liner  your BDR opens with on LinkedIn in order to consistently drive recall. 🎤 ABM Insider: Must-Attend Events 🎯 May 28, 2025 | 8:00 AM PT | From Clarity to Conversion: Mastering Scalable Account-Based Experiences: Join the Director of Marketing Ops at a global identity security leader as they share how they transformed their Account-Based Experiences with Demandbase. 🔗 Register Here 🤖 May 29, 2025 | 10:00 AM PT | ABM + AI: 2025 Use-Cases That Actually Ship RevenueDiscover how Demandbase's intent data integrates with Adobe Real-Time CDP to enhance B2B marketing precision, ROI, and campaign performance. 🔗 Register Here 💬 Quote of the Week “Machines are now the best answerers in the room. But the ones who ask the right question? They’re still human. And still undefeated.”  - Jared Robin wrote it on RevGenius newsletter 🧠 Ready to revamp your strategy? Check out our past editions  or let’s chat . 🎯 Until next time— stay bold, stay targeted. 📩 Subscribe here  | Read more insights

Edition #37 | Published May 12, 2025 🚀 The Pulse: Must-Know AI x ABM Industry News We read the latest AI x ABM News so you don’t have to.  Why Technically Savvy Marketers Are Gaining an Edge in the AI Search Era ? AI is transforming online search and shattering old playbooks. 80% of users resolve 40% of their searches without a single click, according to WSJ . That means SEO alone isn’t enough. You need Generative Engine Optimization (GEO)  and AI Optimization (AIO)  to stay seen. Companies like Intuit, Mailchimp  are already optimizing for AI crawlers, not humans, prioritizing page speed, structure, and content legibility for machines.  Meanwhile, 60% of the U.S. B2B marketers  are doubling down  on AI tools and social media ads , shifting budgets away from legacy tactics.  And in a trend that’s critical for ABM leaders, Forrester  forecasts that over half of $1M+ B2B deals  will close via digital self-serve channels  in 2025. This raises the bar for personalized, data-driven ABM motions, because when buyers are in-market, you want to be their top-of-mind choice. HubSpot's MCP Launch  is another must-watch (see it in their co-founder/CTO's words ): by adopting Model Context Protocol (MCP). To Hubspot’s CTO’s point, the real magic in B2B marketing is when you combine tools from multiple MCP servers to accomplish higher-level goals , e.g. you want to get strategic advice on your pipeline data by querying your CRM in natural language.  "Analyze our sales pipeline, identify deals that haven't moved in 30 days, and suggest next steps for each based on the last conversation notes." This is a game changer that not many companies yet realize. Stay tuned  for an in-depth follow-up analysis on how this will redefine GTM workflows. 🎙 Voices of Influence: Insights from Industry Icons Mike Pastore  (MarTech’s Editorial Director)’s Insights from the State of Martech 2025  is a clarion call for B2B leaders: your marketing team needs to become more technical . The ability to work across open, interoperable platforms and integrate with cloud-native data layers is now foundational. Most importantly, AI's real power lies in unstructured data , from transcripts to Slack messages, and it’s up to marketers to harness that.  💬 My Take: How to Become Technically Savvy Marketers in the AI Search Era? If you're still organizing your GTM ops around a classic funnel, you're missing the shift. Here's what I’d suggest to help your team get ahead: Start by inventorying and mapping all your data sources and signals , like intent data, product usage, CRM activity, conversational intelligence, and more. This foundational step helps you understand where your insights live and how they connect. Then, work cross-functionally—especially with engineering and IT—to ensure those signals are accessible and actionable across your GTM stack. Next, elevate AI literacy across your marketing team . This doesn't mean turning your marketers into prompt engineers, it means helping them understand how GenAI can support strategic, data-driven decisions and automate operational inefficiencies. That’s how you build real ROI into your org’s AI investment. And finally, foster peer-driven learning . Encourage your team to follow and engage with leading voices in the AI and B2B marketing space. The best insights often come from practitioners actively experimenting with the same challenges you’re trying to solve. 🔦 Case Study: How ChatGPT Search Reshapes the B2B Buyer’s Journey In this week’s featured case study , we simulated a full B2B buyer’s journey using ChatGPT Search , from pain-point discovery to shortlisting and final decision. 📊 See my full simulation and takeaways published on Martech . Key Takeaways: Conversational Search Dynamics:  ChatGPT Search offers context-aware, conversational responses, enabling buyers to obtain tailored information quickly, reducing reliance on traditional search engines. Accelerated Decision-Making:  With up to 90% of B2B buyers already utilizing generative AI tools, the buying cycle is becoming more efficient, allowing for faster vendor comparisons and selections. Implications for Marketers:  This shift necessitates that marketing teams enhance their technical acumen, focusing on optimizing content for AI-driven search platforms to maintain visibility and influence in the buyer's journey.  🔥 What’s Trending: Hot Picks from Web This Week Threads hits 350M MAUs , adding video ads  aimed at digital-native founders. B2B SaaS is shifting post-sales engagement to Slack, Teams, and Discord  over email. ( Growth Unhinged ) Marketers at Meta are using LLMs to mine customer feedback for product and messaging insights, another unstructured data goldmine . 🚀 Notable Funding Rounds in AI-Powered GTM Startups  Landbase  raised $12.5M to launch GTM-1 Omni , an AI engine integrating go-to-market workflows  across sales tools. Early tests: 7x higher conversion. AirOps  closed a $15.5M Series A to scale AI-led growth ops . Think data orchestration + content generation  in one platform. 🛠 Martech Spotlight: Cool Tools & Innovations Clay + Google Slides: Auto-generate personalized decks using CRM + intent data. Huge for ABM personalization at scale . Blooming: Chain image, text, and video AI models to create campaign content fast. Your AI copilot for the next ABM campaign .  CreatorMatch Extension: Track performance of your posts + competitor benchmarking . 📚 Knowledge Vault: Must-Read Resources Run an Intent-led ABM strategy?   How to Do Keyword Research for Each Buyer Stage Leverage Real-Time Intent Data  for 15% lift in conversion Integrate ABM Across the Full Funnel  with cross-functional teams ⚡ Execution Tips & Tricks for ABM Success  This week’s tips were embedded throughout the piece — especially under "My Take" and "State of Martech." 🎤 ABM Insider: Must-Attend Events From MQLs to Buying Groups — May 20, 11am PT  — Featuring Forrester Principal Analyst Amy Hawthorne Southbound x AI Deep Dive: May 22, 10am PT  — A tactical look at GenAI in GTM. Campaign Optimization Series — On Demand Inside the C-Suite:The Top 5 GTM Metrics that CXOs Use to Drive Growth - On Demand 💬 Quote of the Week “Your company’s top execs are key to everyday LinkedIn success.” - Jim Habig , Ex-VP of LinkedIn Marketing  "Model Context Protocol (MCP) sounds like something from a sci-fi movie, but in reality, it's a simple idea: let AI talk to your favorite tools using a standard language they all understand." - Dharmesh Shah , CTO and Co-founder, HubSpot "Sales isn’t about pitching a product—it’s about solving a problem. The sooner reps understand that, the better they can navigate both small and large deals." - Nelson Fernandes , Sales Coach, Big Leaps All content in this newsletter was curated and edited by Océane Li—not AI 🤖 🧠 Ready to revamp your strategy? Check out our past editions  or let’s chat . 🎯 Until next time— stay bold, stay targeted. 📩 Subscribe here  | Read more insights

5th Edition, Published in July 15, 2024 As we step into the heat of summer, we're excited to bring you the latest trends and invaluable insights shaping the ABM/ABX landscape. Stay informed with the latest G2 reports and investments revolutionizing the ABM world. Discover next-gen audience building strategies and tactics to boost your ABM effectiveness. Don’t miss out on this week’s must-attend webinars and workshops. Discover how you can leverage these advancements to elevate your ABM strategies. Industry News G2’s Summer 2024 Reports Recognize Demandbase as a Leader in 12 Categories: Demandbase was named a leader in 46 out of 66 G2 Summer 2024 Reports , showcasing its advanced features for demand generation, including account targeting, prioritization, and detailed reporting. Users praise its intuitive interface , strong customer support , and effectiveness in managing complex ABM strategies  across various regions and channels. 6sense Named a Leader in 11 G2 Summer 2024 Categories: 6sense® has been recognized as a Leader in 11 G2 Summer 2024 Categories , dominating the ABM and Advertising spaces. The platform is the only provider named a leader across all three ABM categories : Account-Based Orchestration, Analytics, and Advertising. Users highlight 6sense Revenue AI for its efficiency in lead management , its role as a top ABX solution, and the seamless implementation and support provided by the team. PathFactory Launches ChatFactory: An AI-Powered Buying Agent: PathFactory ’s new tool, ChatFactory , uses generative AI to offer tailored answers, content recommendations, and personalized microsites. It transforms static websites into interactive hubs, provides real-time support, and optimizes the buyer’s journey to help vendors generate leads and close sales more effectively. ABM Insights The State of Martech Report 2024  This year's new report reveals exciting trends like skyrocketing investment ambitions, game-changing platform migrations, and innovative strategic realignments in the Martech industry. Key takeaways from the report :   In B2B, data platforms are the number one  technology organizations would like to add to their stack. For 30%, their top priority is combining a CDP and data management platform .  Migration Trends and Acceleration : Over half of organizations have switched platforms in the past three years, indicating a market at an inflection point. This trend is set to accelerate, with even more organizations planning migrations in the next three years. Frequent Migrations : Organizations that have recently migrated are more likely to change platforms again within 2-3 years (51%) compared to non-migrators (26%). Primary drivers for migrations include misalignment with vendor roadmaps, platform standardization needs, and evolving business ambitions. Drivers of Migration: Migration is driven primarily by strategic factors, with 40% citing misalignment between vendor roadmaps and evolving business needs , and 38% recognizing shifts in internal requirements, highlighting the need for adaptable  and scalable  martech platforms. Hyper-Personalization Gap : Although 84% of marketers see hyper-personalized campaigns as relevant for 2024, only 11% of campaigns currently use such tactics. This is expected to grow to 19%  in the next three years, with major barriers being poor data quality, unintegrated systems, and insufficient marketing team skills. 6sense’s Definition of Marketing Qualified Accounts: 6QAs Explained 6sense  redefines lead qualification with its 6sense Qualified Accounts  (6QAs) , moving beyond traditional, subjective methods. Using AI and machine learning, 6QAs identify buying intent signals, understand account and profile fit, measure engagement levels through metrics like website visits and content downloads, and more. This approach allows sales and marketing teams to focus on the most promising prospects, adjusting priorities based on intent and engagement to drive higher conversion rates and revenue growth. Proven Strategies to Optimize Demand Gen for Sales Success In this episode of “Proven Strategies to Optimize Demand Gen for Sales Success”  ( Listen on Spotify ), Sylvain Awad  discusses effective demand generation strategies for B2B success. He advocates for simplified messaging , aligning marketing and sales goals , and prioritizing lead quality over quantity , using account-based marketing tactics , and leveraging storytelling  to connect with prospects. Key Takeaways:  Common Mistakes:  Overcomplicating messaging, expecting immediate revenue from leads, and excessive A/B testing. Aligning Goals:  Focus on target markets, maintain constant communication, and collaborate on content. Ensuring Lead Quality:  Thoroughly validate leads, avoid assuming content downloads indicate sales-readiness. Generating Lower Funnel Leads:  Optimize your website, focus on SEO, and maintain an always-on SEM approach. Approaching Multiple Leads:  Contact various stakeholders, identify decision-makers, and use an account-based marketing approach. Resources The Guide to Audience Building for B2B in 2024 6sense  offers a comprehensive guide to building and optimizing your audience for success in 2024. Read the Full Guide   Key Strategies: Uncover Your Target Audience:  Define your Ideal Customer Profile (ICP)  using firmographic and technographic data. Identify Ready-to-Buy Accounts:  Use intent data  from first, second, and third-party sources to find high-potential accounts. Segment Audiences:  Implement dynamic segmentation  to categorize accounts and tailor messaging based on buying behavior. Timing & Personalization:  Reach out at the right moment and craft messages for different buying stages. Leverage Intent Data:  Use data to boost brand awareness , engage decision-makers , and recover missed opportunities. Thought Leader Recommendations In her recent article ( What It Takes To Build A B2B Dream Team ) published in Forbes, Kelly Hopping, CMO at Demandbase , offers strategies for building a successful B2B team by focusing on diverse backgrounds, operational and cultural gaps, and meaningful interviews. She stresses the importance of hiring for team success over personal gain. Beyond this article, she’s sharing many insightful ABM strategies. Follow her on Forbes .  Quote:  “To build a dream team, hire people who are focused on growing the team’s success over their own.” Upcoming Events Salesloft on Salesloft: How We Use Conversation Intelligence to Master the Sales Process for Managers  - July 16 @ 11 AM ET. Uncover conversation intelligence strategies that will transform your sales management game. [ Register Here ]. Going All In On AI-Powered Revenue Ft. Negotiation Skills from Chris Voss  - July 18 @ 10:30 AM ET. Get ready for an enlightening session on AI-driven sales excellence and expert negotiation tactics. [ Register Here ]. Crafting a Unified Revenue Engine with ABM  - July 23 @ 10 AM PT/1 PM ET. Learn how ABM can turn competitive friction into powerful partnerships. [ Register Here ]. —-------------------------------------- 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 .

6th Edition, Published in July 29, 2024 Generative AI is revolutionizing the B2B landscape, but marketing buyers are grappling with a 'crisis of confidence' as they navigate its complexities and potential integrations into their tech stacks. In this edition, we summarized the latest industry news, ABX insights, essential resources, and upcoming events to provide you with relevant information and help you stay ahead in the rapidly evolving ABM/ABX environment. Discover how you can leverage these advancements to elevate your strategies. Industry News PathFactory Acquires Uberflip: Facing The Future of B2B Together PathFactory has acquired Uberflip, enhancing their mission to drive pipeline with innovative GenAI empowered solutions. This merger leverages both companies' strengths in content experience, aiming to reduce friction in the buyer's journey and address modern marketing challenges with AI and personalized, self-serve experiences. Read more  Data-Driven Marketing Trends 2024 Ascend2, a leading B2B marketing research firm, benchmarks the performance of marketing strategies (including ABM/ABX), tactics, and the technology that drives them in 2024. Read the full report  Or Read the key insights ABX Insights PathFactory Makes ABM Easy With Templated Experiences PathFactory’s Director of Pre-Sales Solutions Consulting Tim Dubroy shares how go-to-market teams can use Templated Experiences to drive content engagement. Read more Measuring Account-Based Success with Leading and Lagging Metrics   Understanding ABX campaign performance involves using leading and lagging metrics. Leading metrics predict future success, while lagging metrics reflect past performance.  Read more Old School Trade Shows Are Costing You Time and Money Hybrid and digital events offer better ROI and personalized experiences compared to traditional trade shows. By leveraging analytics and AI, companies can track buyer journeys, tailor interactions, and optimize marketing budgets effectively in the current economic climate. Read more Additional Insights from Data-Driven Marketing Trends 2024 Source: Data-Driven Marketing Trends 2024 by Ascend2 Effectiveness of Data-Driven Marketing: Email Marketing and Customer Experience : These areas remain top priorities, with 47% and 46% of respondents respectively highlighting their importance. The consistent focus on personalized and targeted communication is essential for marketing success. Paid Advertising : Its significance has grown from 29% in 2022 to 41% in 2024, showing an increased reliance on data to optimize advertising spending and targeting precision​.  Greatest Challenges: Targeting Segmented Audiences : This continues to be the primary challenge, cited by 45% of respondents, though slightly decreased from 49% in 2023.  Data Quality : Concerns about finding and maintaining quality data have risen from 34% in 2023 to 38% in 2024.  Tools and Technology Satisfaction: Overall Satisfaction : Most respondents are satisfied with their current tools and technologies, with 27% being very satisfied and 58% somewhat satisfied. However, there is still room for improvement as 15% express some level of dissatisfaction.  Adoption of AI: Growing Trend : 33% of respondents use AI for personalizing marketing content, and 31% use AI to improve customer service with chatbots. However, 23% are not using AI, indicating a significant opportunity for increased adoption​. Resources Nailing Prospecting on LinkedIn, According to AMP's CEO LinkedIn officially surpassed one billion users last year, making it one of the most effective resources for sellers to connect with buyers, as well as one of the key ABX tactical channels. Here's a clear strategy to leverage LinkedIn for generating pipeline and driving sales. Read more Recorded Webinar: Crafting a Unified Revenue Engine with ABM   A webinar focused on uniting marketing and sales efforts through ABM strategies, offering insights into how businesses can enhance their revenue engines by aligning their approaches and leveraging targeted engagement and personalized experiences. Watch now   Upcoming Events Demandbase: Getting Past the Lead  (August 6, 2024, 10 AM PT / 1 PM ET) An advanced-level webinar discussing account-based strategies to transform lead generation into high-value customer engagements, offering methodologies to identify, engage, and convert top-tier prospects. Register now   Get Your ABM Game On with Level Up  (July 31, 8 AM PT / 11 AM ET / 4 PM GMT) A beginner-level educational experience that covers essential Account-Based Marketing (ABM) knowledge and techniques, aimed at transforming revenue teams into efficient revenue machines. Register now   —-------------------------------------- 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 .

7th Edition, Published in Aug 5, 2024 Welcome to the latest edition of our ABM Insights Newsletter. This week, we continue exploring the influence of generative AI in B2B marketing, highlighting most recent industry surveys and researches . We explore the critical role of personalization at scale and highlight the significant shifts in B2B research and buying habits that continue to shape the industry.  Dive in to discover the latest strategies and insights that can elevate your ABM practices to new heights.  Industry News Activate ABM Across Digital Channels - ON24 & 6sense Team Up  ON24, an intelligent engagement and webinar platform, has integrated with 6sense, a revenue AI-powered ABM platform. This integration combines ON24’s first-party engagement data with 6sense’s intent data to deliver hyper-personalized, engaging experiences at scale. Practitioners can activate ABM across digital channels , set up high-priority audience segments, and deliver targeted interactions tailored to unique audience segments across ON24 experiences. Learn more .  Key Insight : Personalization at scale is essential for differentiating B2B sales and marketing experiences. Quote : “By adding 6sense to our robust ecosystem of integrations, we enable our customers to dynamically target and tailor interactions with the audiences that matter most.” - Steve Sims, VP of Product at ON24 AI Trends for Marketers Report Hubspot’s latest industry report highlights how AI is driving growth with fewer resources. With 74% of marketers now using AI tools, the report explores how AI is improving company trajectories, and personalizing customer experiences. Read the full report   Key takeaways :   Popular AI Tools in Use : Chatbots: Used by 35% of marketers for quick, personalized responses. AI-Enhanced CRM and Marketing Tools: Utilized by 25% of marketers, including platforms like HubSpot. AI-Enhanced Productivity Tools: Streamline daily tasks effectively. Top Content Creation Tasks with AI : Image Generation: Utilized by 47% of marketers. Writing Copy: Used by 45% for various content needs. Content QA: Employed by 44% for quality assurance in content creation. Popular Content Outputs: Emails and Newsletters: 47% of marketers use AI for these. Social Media Posts: Created with AI by 46% of marketers. Blog Posts: Generated by 38% using AI tools. AI Adoption in Marketing: Nearly 75% of marketers are using AI tools in their work. The integration of AI into existing tools, especially CRM and productivity tools, has significantly increased AI usage, with 74% of marketers reporting higher usage due to these enhancements. ABX Insights 2024 B2B Buyer Behavior Benchmark Survey The latest B2B Buyer Behavior Benchmark Survey reveals significant changes in B2B research and buying habits. Key findings include increased reliance on detailed ROI analyses (41%) and peer recommendations  (33%), a rise in LinkedIn usage to 55%, and the importance of personalized outreach and sequenced messaging from sales reps. These insights  can help shape your ABM strategies to better align with evolving buyer behavior.  Proven Strategies to Optimize Demand Gen for Sales Success Sylvain Awad, Director of Demand Gen at Enghouse System,shared strategies to optimize demand generation for sales success. Key takeaways include simplifying messaging , aligning marketing and sales goals , and prioritizing lead quality over quantity . Awad emphasizes the importance of validating leads before passing them to sales and leveraging storytelling in B2B marketing . Continuous communication between marketing and sales teams is crucial for refining strategies and messaging. Listen here Resources 7 Demand Gen Plays to Drive Revenue Using Conversational Email Conversational Email (CE) from 6sense eases lead management by using generative AI to create personalized email conversations, helping engage and convert more accounts into the pipeline. Here are several use cases  where your demand gen and ABM team could leverage CE with great success. E.g. accelerating accounts through the buying journey, revitalizing dormant leads and stalled opportunities, ensuring no qualified account is left behind, handling non-ICP intent follow ups, etc.  25 Free Sales Email Templates Save time and boost your outreach effectiveness with 25 free sales email templates  from HubSpot, Breakthrough Email, and Sandler. These templates are designed to convert and can help you find new ways to engage with prospects​.  7 Crucial Questions to Ask Prospects Throughout the Buyer's Journey This article outlines seven essential questions to ask prospects  at different stages of their buying journey, from identifying their initial needs to understanding their purchasing process. These questions help in building trust, understanding pain points, and effectively guiding prospects towards a purchase.  Upcoming Events Webinar: How NVIDIA Wins Deals With Better Buyer Journeys, Intent Data, and AI Date:  Tuesday, August 13, 2024, at 12 PM ET Speaker:  Ari Capogeannis, Senior Director of Enterprise Revenue Marketing at NVIDIA Topics:  Optimizing non-linear buying journeys, leveraging content personalization, intent data, and AI Register Webinar: How to Close Q4 Strong! Date:  Thursday, September 5, 2024, at 10:00 AM PT / 1:00 PM ET Topics:  Effective Q4 strategies, motivating sales teams, deepening customer relationships, and preventing deal killers Register —-------------------------------------- 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 .

8th Edition, Published in Aug 12, 2024 In this edition, we’re diving deep into the power of B2B data in ABM/ABX . From the critical role of B2B data providers to the evolving landscape of ABM/ABX measurement and attribution, data is at the heart of driving effective strategies. Whether you’re refining your metrics, enhancing your attribution models, or seeking insights from top data providers to up level your ABM game, this week’s insights will equip you with the knowledge to stay ahead in the competitive B2B space. Industry News Where ABM Fits into Overall Strategies - 2024 Marketing Measurement & Attribution Benchmark  The latest survey shows that 86% of B2B practitioners are prioritizing marketing measurement and attribution. There's a shift toward tracking diverse metrics, such as email engagement and web traffic. Notably, interest in deeper ABM metrics is growing , with 26% of organizations conducting separate measurements for their ABM programs, and 36% planning to do so next year. The current focus in ABM measurement is on converting engaged accounts to opportunities (65%) and tracking individual campaign metrics (45%). Furthermore, 54% of marketers are engaged in mid-funnel and bottom-funnel attribution analysis, underscoring its increasing importance in refining strategies and justifying investments. Get the Full Report or Read the Key Insights   The Forrester Wave™: B2B Revenue Marketing Platforms, Q3 2024 The convergence of B2B marketing platforms is integrating marketing automation and ABM features  into unified revenue marketing platforms , enhancing data integration, omnichannel orchestration, and personalized customer interactions. Among the leaders, 6sense excels in advanced analytics and AI, HubSpot appeals to midmarket users with its intuitive platform, Adobe offers an integrated solution focused on buying groups, and Demandbase shines in account-based advertising and platform flexibility for large enterprises. Read the Report   ABX Insights Key Insights from DemandGen’s 2024 Marketing Measurement & Attribution Benchmark Emphasis on Diverse Metrics and Advanced Reporting Tools: B2B marketers are increasingly focusing on a broad range of metrics to gauge marketing effectiveness. There’s a significant rise in tracking key performance indicators like email engagement and web traffic. Sales Metrics Prioritization: Sales teams prioritize metrics that directly measure the impact of marketing on sales outcomes: Closed/Won Deals : The primary metric for 55% of sales teams. SQLs and Pipeline Opportunities : Critical for evaluating marketing’s contribution to the sales funnel. Advanced Attribution Analysis: Attribution analysis is gaining traction, with 54% of B2B marketers engaged in these practices to refine strategies and justify investments: Mid-Funnel Focus : 47% of marketers track lead conversion metrics, while 38% still do not measure middle-of-the-funnel activities. Bottom-of-Funnel Focus : 55% of marketers measure conversion from opportunities to closed/won deals, with a decrease in those not measuring this stage. Challenges in Balancing Brand and Demand Marketing: B2B marketers face significant challenges in linking brand marketing efforts to sales outcomes: Direct Attribution : Identified as a challenge by 58% of respondents. Data Accuracy : 42% of marketers struggle with accuracy, complicating the measurement of both long-term and short-term effectiveness. Resource Allocation : 44% of organizations invest 80% of their resources in demand generation, leaving only 20% for brand-building activities. Adopting ABM-Specific Metrics: There’s a growing interest in specialized metrics for ABM: ABM Measurement : Only 26% of organizations currently conduct separate ABM measurement and attribution, with 36% planning to adopt these practices. Integration Challenges : The most significant issues include integrating data across platforms (45%) and dealing with messy CRM data (40%). Primary ABM Metrics : Focus is on the conversion of engaged accounts to opportunities (65%) and individual campaign metrics (45%). Future Focus on Granular Metrics: Over the next 12 to 18 months, practitioners are prioritizing: Deeper ABM Metrics  (70%) ROI by Channel (65%) Cross-Channel Engagement Metrics (60%) Sales 2024: A Revenue Data Analysis The mid-market and commercial segments are getting crowded, with companies expecting SDRs to generate a significant portion of their pipeline. As sales roles evolve, AEs are taking on more responsibilities earlier in the sales cycle , balancing new business with expansion. This shift highlights the need for recalibrated expectations and better tools to manage their expanded roles effectively. Read the Report  B2B Data in 2024: Research on ZoomInfo  ZoomInfo provides extensive contact data and intent data, valuable for targeted outreach and sales. However, it has a complex pricing structure, a steep learning curve, and some concerns about data accuracy. It's ideal for large enterprises with established sales and marketing teams  but might be too costly and complex for smaller businesses. Read the Analysis Resources 1. Recorded Webinar: Account-Based Strategies: Getting Past the Lead I recently watched an insightful webinar hosted by Jay Tuel, VP of GTM from Demandbase, and it really resonated with me. The session focused on moving away from lead dependency, rethinking MQLs, and boosting ABM strategies. A standout takeaway for me was the idea of setting new metrics for success and developing signal-based outbound workflows that truly align cross-functional teams. If you’re looking to shift your approach, I highly recommend watching it.  Here's a quick visual guide from the webinar: Problem:  Sales isn’t hitting goals by just following up on MQLs.  Solution:  Develop workflows for signal-based outbound strategies.  Action:  Clearly define what your team should focus on each week. 2. 14 Cold Email Templates to Skyrocket Your Pipeline A valuable resource for building connections through cold emails. These templates are designed to initiate conversations rather than pushing for an immediate sale, making them effective tools for starting relationships with potential customers​. 3. A Guide for Your Contact Data Provider This guide helps businesses identify the signs of an underperforming contact data provider and offers steps to find a better partner. It emphasizes the importance of having a data vendor that aligns with your revenue goals and supports your growth​.  Thought Leader Recommendations The Science of Scaling  - Mark Roberge, Senior Lecturer at Harvard Business School and Co-Founder of Stage 2 Capital, shares insights from successful tech sales leaders on scaling revenue and sales. Tune in weekly to gain strategies that could revolutionize your approach.  Upcoming Events B2B Marketing Exchange East This event is a must-attend for those looking to stay ahead in the ABM industry. Top Ways to Use Demandbase for Your 2025 Planning On August 20 at 10 am PT, join this customer lab to learn how to master your annual marketing plan, review performance, and future-proof your strategies to hit 2025 targets​ —-------------------------------------- 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 .

9th Edition, Published in Aug 19, 2024 Happy Mid-August ! Let's explore the critical role of sales and marketing alignment in ABM, and how to effectively harmonize GTM and ABM strategies . As B2B buying journeys increasingly shift online, traditional methods of identifying buying group members are evolving. AI-powered tools from Demandbase, Anteriad, and 6sense now enable more precise targeting of buying group members earlier in the process. Leveraging these advancements, coupled with effective GTM and ABM integration, drive more aligned, impactful marketing and sales efforts.  P.S. As someone with expertise in both ABM and GTM strategy throughout my 12 years+ B2B career, I believe while GTM and ABM can work well together, there are challenges to watch for. GTM aligns teams around the customer from a strategic level, whereas ABM tends to focus on both strategic marketing and tactical account-level engagement. Combining these approaches, as ABX (account-based experience) does, can create a strong, unified strategy for B2B success. Industry News & Research  New Report is Ready - The 2024 B2B Playbook For Sales & Marketing Alignment  Sales and marketing alignment is a pressing issue in the B2B marketing space, with 90% of professionals reporting misalignment across various aspects. ABM industry leader Demandbase's CMO , Kelly Hopping, discusses the roots of this issue and offers actionable steps to bridge the gap. This report dives into the causes of misalignment, strategies for streamlining processes, and how consistent messaging can improve overall performance. Read the full report or check out NextGenABM's curated insights Is GTM the New ABM? Forrestor's Insights on the Latest B2B Trends Over the last 18 months, there’s been a noticeable shift in the B2B marketing landscape with the rise of go-to-market (GTM) strategies, similar to the earlier rise of ABM. Many ABM platforms are rebranding as GTM / ABX platforms, and there’s increasing interest from service providers in this space. However, with this shift come challenges. Just as ABM had its growing pains, GTM/ABX could face similar obstacles if it isn’t clearly defined and effectively executed. Read More Channel99 Launches Target Accounts Marketing Vendor Scoring Technology  Channel99 has introduced a new AI-powered scoring tool for B2B marketing, offering insights into vendor performance across major platforms like LinkedIn, Google Display, and Facebook. The technology measures reach, engagement, and financial efficiency, providing a clear, unbiased view of which vendors are most effective at converting target accounts into customers. This tool helps marketers optimize their investments and improve pipeline growth. Read More ABX Insights New Ways to Identify Buying Group Members - Aligning Marketing, BD, and Sales The B2B buying journey has shifted significantly, with much of it now happening online before sales teams get involved . This has led marketers to adopt AI-powered platforms from companies like Demandbase, Anteriad, and 6sense, which help identify and engage potential buying group members earlier in the process. Traditional methods relied heavily on networking, but today’s technologies allow for a more data-driven approach to identifying key decision-makers within target accounts.  Demandbase : Their Buying Group AI tool helps identify potential buying group members by analyzing web activity and CRM data. It also integrates with ad platforms to build and execute targeted campaigns. Anteriad : Their Audience Identification and Activation solution uses historical data and ICP profiles to infer buying roles and improve targeting efficiency, significantly reducing costs per account. 6sense : Employs intent signals and AI to create custom models for identifying buying groups. It integrates with CRM to track engagement and provides fit scores to guide marketing and sales efforts. Strategy for Success : Collaboration between marketing, BDRs, and sales is essential. Marketing uses tech to identify and target buying groups. BDRs validate and expand the group. Sales follows up when engagement is high. Read More Leveraging the ABM Buyer’s Journey for Pipeline and Revenue Acceleration ABM is proving to be a powerful approach in aligning sales and marketing efforts to drive pipeline and revenue acceleration. This article explores how Demandbase's tools can help tailor the buyer’s journey into actionable stages—Awareness, Consideration, and Decision—enhancing engagement and conversion rates. By focusing on personalized strategies, businesses can create a seamless and effective buyer’s journey that drives better outcomes and stronger relationships. Explore More Key Insights from The 2024 B2B Playbook For Sales & Marketing Alignment  Significant Misalignment : 90% of sales and marketing professionals report misalignment in strategy, processes, content, and culture. This misalignment can lead to wasted resources and negatively impact financial performance, with a $1 trillion annual loss in the U.S. alone. Root Causes : Miscommunication and differing focus areas (e.g., marketing on lead generation vs. sales on closing deals) are major barriers.  Impact on Customers : Inconsistent messaging between sales and marketing creates confusion and can damage a company’s reputation. 67% of B2B buyers dislike vendors due to such inconsistencies. Strategies for Alignment : Shared Metrics and Goals : Using common metrics and having regular joint meetings can improve alignment. For example, “Pipeline Builders” sessions and “Shark Week” are initiatives to foster collaboration. Technology : Implementing a unified tech stack and shared dashboards helps ensure all teams are focused on the same data and goals. Communication and Collaboration : Creating a culture of open communication and shared understanding of objectives is crucial. Regular meetings and shared success stories help bridge gaps. C-Suite Role : Senior leadership must prioritize and model alignment to drive it throughout the organization. Building relationships and setting clear objectives are essential steps for alignment. Resources Webinar On Demand: Integrate ABM Strategies to Target and Engage Key Accounts Join experts from Exclaimer, Reachdesk, and 6sense as they share insights into how to effectively integrate ABM strategies to target and engage key accounts. Learn best practices for personalizing customer interactions through email, your secret 1:1 marketing weapon. Watch Now How to Sell an ABM Solution Internally  Selling an ABM solution isn’t just about convincing external buyers—it’s also about getting your internal team on board. This guide by Rachael Tiow, former Director of ABM at Auth0, walks you through the process of selling an ABM platform internally. Discover how to effectively sell an ABM solution within your organization   here . Upcoming Events Rewrite Your Sales & Marketing Alignment Playbook September 4, 2024, 2 PM ET In this upcoming webinar, experts from Demandbase will discuss strategies for syncing sales and marketing teams to drive revenue. The session will cover establishing shared metrics, leveraging customer data, and maintaining alignment throughout the buyer’s journey. Register Here Rethinking ABM: Optimizing Campaigns for Must-Win Accounts August 23, 2024 Join Rob Leavitt from Momentum ITSMA at the B2B Marketing Exchange East to discover new strategies for optimizing ABM campaigns, focusing on must-win accounts. Learn More MarTech Fall 2024 September 24-25, 2024 Explore the latest technologies and actionable tactics in marketing at MarTech Fall 2024. This online event will help you overcome key marketing challenges with time-saving tools and strategies. Sign Up —-------------------------------------- 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 .