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25th Edition (Published on Jan 27) ABM  is transforming into a cornerstone of broader GTM strategies. Editor's Notes:  As we enter 2025, leading companies are breaking down silos and fostering stronger alignment across sales, marketing, and customer success. Central to this shift is the rise of RevOps and GTM Ops roles, emphasizing on ensuring teams align around a unified go-to-market strategy. According to  Gartner , 75% of high-growth companies will adopt a RevOps model by 2025 , with smaller organizations quickly catching on. ABM  is transforming from a sales-marketing alignment approach into a cornerstone of broader GTM strategies  that unify revenue teams. Organizations are increasingly grouping Account-Based Sales (ABS) under the GTM umbrella, where ABM and GTM share significant overlap. With RevOps/GTM Ops leaders tackling operational complexities, integrating ABM into GTM strategies is essential. ABM 1.0:  Focused on aligning marketing with sales to target key accounts. ABM 2.0:  A scalable, data-driven approach leveraging AI and a Center of Excellence (CoE) model closely tied to RevOps and GTM teams, and extending into sales development teams, fostering a more unified, allbound strategy. This model is gaining traction across companies we work with. This week’s newsletter shares insights from industry trailblazers leading the charge on ABM 2.0 and its integration into GTM strategies, as well as the latest tool advancements to keep you ahead of the curve. Must-Know Industry News of This Week ZoomInfo’s Copilot Winter Update: Real-Time Decision-Maker Site Visit Alerts ZoomInfo’s AI-powered Copilot now features WebSight Buyer ID , which identifies high-value decision-makers visiting your website - down to their name and title. This game-changing feature leverages advanced data mapping to provide real-time alerts while maintaining compliance with U.S. privacy laws, empowering GTM teams to act swiftly with tailored outreach. Additionally, it now can analyze CRM opportunity data to identify the most relevant intent signals based on closed-won deals.   Try ZoomInfo's Copilot Winter Update now Why We Love This: WebSight Buyer ID:  Because it eliminates the guesswork of identifying key decision-makers among anonymous web traffic, enabling faster and more personalized outreach.  Guided Intent:  By analyzing CRM data from closed-won deals, it pinpoints the most valuable intent signals, addressing the common challenge of signal overload for GTM teams.  Explore these updates here. Madison Logic’s ML SmartReach for AI-Powered Personalization Madison Logic introduced ML SmartReach, a solution designed to help teams craft personalized conversations based on in-market signals. With tailored email templates, call scripts, and voicemail scripts, SmartReach ensures consistent and relevant outreach across outbound touchpoints, enhancing both lead engagement and the marketing-to-sales handoff. Why We Love This: Enhanced Marketing/Sales Lead Handoff:  It empowers sales teams with more actionable marketing insights, making initial outreach more meaningful and aligned with the prospect’s engagement history. Learn more about ML SmartReach here. ABM / ABX Insights from Industry Icons 6Sense RevHeads Predict: What’s to Come in B2B GTM in 2025 Personalization and AI will take center stage in 2025 GTM strategies. The most effective GTM leaders will adapt to evolving buyer behaviors,  balance AI efficiency with authentic storytelling, and drive change with empathy. AI will shift from merely creating content to acting as a collaborator  that drives data insights and elevates content quality. Additionally, allbound strategies  blending inbound and outbound approaches will redefine ABM and GTM alignment. A strong brand identity  remains crucial for initiating the sales process. Our Take:  "It’s clear that leaders who master both AI and authentic, human-centric engagement will be the ones driving real growth. We’re seeing firsthand how the most forward-thinking teams are blending these approaches to create meaningful connections with their audiences through expert-driven blogs and authentic, non-salesy content – a trend that excelled in 2024 and will continue in 2025.”  Top Tools & Resources for ABM Champions  Salesforce’s GTM Playbook: Driving ABM Success  This on-demand webinar reveals how Salesforce transitioned to a highly targeted ABM strategy, leveraging AI and multi-channel campaigns. View the session . RevOps Leadership as a Strategic Asset  RevGenius CEO Jared Robin and Fullcast CMO Amy Cook emphasize the need for CEOs to leverage RevOps leaders strategically in this webinar. Learn more here . Actionable Sparks of This Week  Authentic, founder-led content : Real stories and insights from leadership resonate deeply with audiences. Advanced, expert produced thought leadership:  Deliver in-depth content that goes beyond the basics to capture reader interest. What Else We’re Reading?  Elevating Account-Based GTM with Revenue Intelligence   This episode of OnBase  features Udi Ledergor discussing the transformative power of revenue intelligence in account-based GTM strategies: AI-driven tools like Gong automate updates and deliver real-time insights. Sales reps who mirror a buyer’s language can build better rapport, improving win rates by up to 8%. Listen here . Upcoming Events We’re Attending  2025 GTM Trends: What the Best-in-Class Are Doing Differently Jan 28, 12:00 PM PST Register here Unlock Limitless Sales with Salesforce’s Agentforce Feb 5, 2025, 9 AM PT Register here #B2BMX West 2025, happening in February, offers actionable strategies for mastering video content and engaging key accounts. Register for #B2BMX West 2025: Here More Insights and Tips Like This? Subscribe to our Weekly Newsletter  or follow us  on LinkedIn to get the latest insights on industry trends, tips, and useful resources on ABX. Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@nextgenabm.io . 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 .

24th Edition (Published on Jan 21) Editor's Notes:  In 2025, over 65%  of business decision-makers will be Gen Z or Millennials . These digital native and visual-first buyers expect brands to engage them on social media, through tailored and snackable video content, and influencer campaigns. Social platforms have evolved into portals for deep engagement, with Forrester reporting that over 50% of B2B buyers prefer business ads during their personal time  - especially Millennials and Gen Z. Video content has become a key medium, with 72% of Gen Z and Millennials B2B buyers favoring videos over text-based content . This week, we explore expert insights on leveraging video, social engagement, and authenticity to refine your ABM approach and connect with the next generation of B2B buyers.  Are you ready to adapt? Must-Know Industry News of This Week Demandbase x Gong: A Game-Changer for ABM Engagement This powerful collaboration makes contact, intent, and engagement data accessible within both platforms  - providing intent and engagement data from Demandbase One™ and customer interaction data from Gong. This innovation simplifies workflows for sellers by offering a single source of truth, among many other benefits. Why We Love This: Gong customer interaction data is now available in Demandbase, to enrich account scoring and engagement metrics. Learn More ZoomInfo and Salesloft Partnership Enhances AI-Powered Engagement ZoomInfo and Salesloft have announced an expanded partnership to provide AI-driven insights for personalized engagement . This integration allows GTM teams to leverage ZoomInfo's data to target the right prospects within Salesloft's orchestration platform, enabling them to execute timely outreach strategies. Why We Love This : It enables automations that push ZoomInfo’s key buying signals to Salesloft , where SalesLoft Rhythm assigns the next best action, such as calling a critical stakeholder or adding the ZoomInfo-recommended buying committee. Read More Full Circle Insights Launches ABM Performance Tracking Solution Full Circle Insights has launched ABM Performance, a tracking solution designed to align sales and marketing teams within Salesforce. It tracks, stores, and leverages historical data natively within Salesforce. This allows B2B marketers to compare ABM funnel metrics over different time periods to optimize marketing spend . Explore More ABM's Next Frontier: We believe the future lies in bridging social insights to sales and campaign action. Social media strategies need more than just digital ads. We hope to see more innovation in this space soon! ABM / ABX Insights from Industry Icons ABM Meets Video: Why 2025 Is All About Visual Storytelling?  Video content is transforming ABM strategies, enabling B2B marketers to engage audiences more effectively and drive conversions.  In 2025, short-form content like Reels and LinkedIn videos will become even more dominant. Snackable content serves as a gateway to longer-form content exploration, ultimately enhancing lead conversions.  From building subconscious connections that influence decision-making to creating highly engaging, shareable content that boosts SEO and ROI, video is proving to be an indispensable tool.  However, a successful video marketing strategy must seamlessly integrate into a broader multi-channel ABM strategy. Wondering how to make it work? Read More Five Social Media Tactics to Boost Your ABM Strategy Leveraging social media for ABM is essential for engaging target accounts.  Social platforms offer a wealth of insights, providing opportunities to identify and learn about ideal prospects even before initial outreach.  Tailored social campaigns allow for precise targeting and meaningful engagement with key accounts.  Wondering how top brands are amplifying their ABM results using five innovative social media tactics? Read More Top Tools & Resources for ABM Champions  Essential Guides for ABM Social Media Success HubSpot’s latest resources provide comprehensive insights on utilizing platforms like Threads , Instagram , and TikTok  to enhance your B2B strategy and drive meaningful engagement. Tips: Using Social Advertising Metrics to Optimize ABM Campaigns Advertising performance metrics such as impressions, clicks, and engagement rates are critical for fine-tuning ABM efforts. These insights help marketers adjust targeting, optimize spend, and maximize ROI. Learn More Actionable Sparks of This Week  DemandWorks' Bauer emphasizes the importance of using customer language to align marketing strategies .  “We reviewed all our G2 reviews and testimonials and listened to hundreds of sales calls to understand how our clients talk about the issues we help them solve. From there, we kept track of the most frequently used terminology to align our content more closely to their preferences and needs.”  What Else We’re Reading?  Mastering Demand Gen in 2025: This recorded webinar by Activate provides practical tips to align strategies with evolving buyer expectations. Our favorite takeaways are “ Integrating brand-building efforts with relatively short-term demand gen campaigns  to achieve sustainable growth and stay top of mind.”  Watch On-Demand Upcoming Events We’re Attending  #B2BMX West 2025, happening in February, offers actionable strategies for mastering video content and engaging key accounts. Register for #B2BMX West 2025: Here More Insights and Tips Like This? Subscribe to our Weekly Newsletter  or follow us  on LinkedIn to get the latest insights on industry trends, tips, and useful resources on ABX. Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@nextgenabm.io . 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 .

23rd Edition (Published on Jan 13) Editor's Notes:  In the era of ABM, lead gen has evolved far beyond filling the top of the funnel with names and numbers. Today, it’s about identifying and nurturing the right decision-makers within the right accounts  through precision and personalization.  This shift demands a deeper understanding of GTM strategies and tighter alignment between revenue teams, and a unified multichannel approach that connects the dots across inbound, outbound, calling, social, direct mailing, digital ads, and more.  In this week’s insights, we’ll dive into how lead gen has evolved in the ABM era and what it takes to build a strategy that drives real impact. Must-Know Industry News of This Week Salesloft’s Gartner Recognition: Redefining Multichannel Engagement for Lead Gen in ABM Era  Sales engagement platforms are transforming how teams streamline multichannel workflows, with AI-powered automation and prescriptive   actions   on high-value revenue activities becoming core features. Gartner’s Customer Choice recognition underscores Salesloft’s capabilities, which go beyond traditional sales engagement to deliver a comprehensive Revenue Orchestration Platform that activates buyer signals across the entire sales ecosystem. Read more about this recognition here . Our Take:  While multichannel marketing is well-established, 2025 will see a more focus on multichannel sales engagement beyond cold emailing/calling. Streamlining seller activities across these channels is poised to become a critical driver of   lead gen success. Jasper Launches AI Studio for ABM Marketers Jasper's new AI tools enable marketers to create customized apps and workflows without relying on IT democratizing GenAI for ABM. B2B marketing team could create a custom ABM app  that conducts account research to recommend key accounts to focus on, and relevant products and services to promote to them.  Discover more about Jasper’s AI Studio here . ABM / ABX Insights from Industry Icons G2’s 2025 Pulse on Lead Gen in ABM Era - Challenges and Opportunities   After reviewing G2’s 2025 stats for ABM , here are our key takeaways on the state of ABM and its impact on lead gen.  ABM expands beyond Enterprise:  29% of marketers now target between 101 and 500 accounts, signaling its growing relevance for SMB segments . Revenue gen shifting to Account Focused:  87% of marketers believe blending traditional lead gen with a strong account-based focus  is essential for maximizing revenue potential. Execution Challenges: With only 17% of organizations having fully developed ABM strategies. However, those who succeed see 60% higher success rates, with top performers dedicating 18% of their budgets to ABM. Automation and Data:  91% of marketers use intent data, while 71% rely on automation tools to scale personalization. Maturity on the Rise:  68% of ABM leaders are expanding their strategies, backed by growing investments in resources and adoption. Lead Gen in ABM Era: Our Takes Effective lead gen in the ABM era relies on tackling key challenges like high-quality account-ready data , lead validation , and unified multi-channel engagement (including personalized email campaigns, engaging LinkedIn content, thought leadership assets like whitepapers, and even direct mail). Top Tools & Resources for ABM Champions  Building a robust lead gen strategy in ABM starts with precision and scalability. Below, we explore actionable guides from key resources to empower your targeted lead gen efforts :  Building a Targeted Database for Decision-Makers: Your ABM success hinges on a high-performance database. According to Callbox , creating a targeted database of decision-makers is foundational for personalization, better ROI, and sales-marketing alignment. Explore the guide here . Improving Lead Quality in PPC Campaigns: Search Engine Land emphasizes refining PPC campaigns through lead qualification and CRM integration to track and optimize high-value conversions. Read the full article here . Transforming Content Syndication into a Revenue Driver: Content syndication, when paired with verified account engagement , can generate high-quality leads while expanding brand awareness. Learn how to enhance content syndication here . What Else We’re Reading?  Delivering A 1:1 Brand Experience At Scale With Agentic AI By David Greenberg, CMO at Conversica Read the full article here Gartner predicts that 75% of B2B sales teams will use AI agents by 2025. AI agents are revolutionizing how B2B companies engage prospects and customers. These agents, with human-like reasoning capabilities, are transforming interactions into more complex, multi-step conversations that drive business outcomes (e.g. book a demo) .  Upcoming Events We’re Attending  2025 B2B Marketing Trends: Insights to Elevate Your Account-Based Strategy:  January 22, 2025, at 11 a.m. ET. Explore shifts in B2B buyer behavior, the role of GenAI in content personalization, and strategies for adapting to these trends. Register Here Revenue Growth Playbook 2025:  Featuring Matt Dixon, January 22, 2025, at 12 p.m. ET. Learn actionable strategies to navigate modern revenue challenges. Register Here Readers:  Which lead gen strategy has delivered the most success for your team this year? More Insights and Tips Like This? Subscribe to our Weekly Newsletter  or follow us  on LinkedIn to get the latest insights on industry trends, tips, and useful resources on ABX. Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@nextgenabm.io . 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 .

As Q4 draws to a close, revenue marketing teams have a prime opportunity to evaluate their strategies, and make informed adjustments for the new year. A thoughtful, end-of-year audit across campaigns , funnels , tech stack , data quality , and team alignment goes beyond routine maintenance - it’s a pivotal moment to identify growth opportunities and close gaps that could impact 2025 performance .  This year-end assessment should be a collaborative effort, incorporating insights from demand generation, product marketing, GTM strategy, business development, and sales. Following a logical , sequential approach : starting with team alignment and ending with campaign effectiveness, can help marketing leaders make the most of this critical reflection period. Let’s explore the key areas you’ll want to assess for a successful start in 2025. 1. Organizational Resources and Role Allocation As your company grows, your marketing team's roles and responsibilities must evolve to support scaling demands. Conducting a year-end review of your marketing talent resources and organizational strategy  is crucial.  Early-Stage SaaS Startups: Laying the Foundation For young SaaS startups, the first marketing hire is often a product marketer focused on finding product-market fit and driving growth. As the company expands, adding sales and Business Development Representative (BDR) roles, a dedicated demand generation marketer becomes essential. This specialist should possess up-to-date Account-Based Marketing (ABM) expertise to build a robust pipeline and leveraging ABM strategies to enhance lead quality, ultimately fueling sales-led revenue success. Scale-Ups and Enterprises: ABM's Evolving Role For established companies, ABM has transformed from a tactic focused on strategic accounts to a core B2B revenue strategy . Rather than being a function that competing with demand generation or field marketing, ABM harmonizes marketing and sales functions around the customer. Consider structuring your ABM team as either an independent center of excellence or a specialized cross-functional "tiger team" within the broader marketing ecosystem. We've seen that across multiple industry leading customers, especially in the enterprise SaaS segments. 2. Data Quality and Segmentation The adage “garbage in, garbage out” remains as relevant as ever. Accurate data is the backbone of effective marketing . Even the best campaigns can fall short if the underlying data is inaccurate, outdated, or poorly segmented.  An audit of data quality at year-end involves checking for outdated or inaccurate information, particularly contact details, as around 30% of contacts may have changed jobs in the past year. But ensuring data accuracy is just the start. Meaningful Segmentation Criteria For segmentation to truly drive results, it should be organized around actionable criteria . Consider grouping your database by factors like buyer intent signals, firmographics (e.g., company size, revenue), industry verticals, and purchasing stage. These segments enable your team to deliver highly personalized campaigns that resonate with specific needs. Implementing a Data Quality Dashboard A real-time data dashboard can streamline and automate data quality checks , flag outdated records, and keep segmentation criteria updated. With features to flag outdated records, monitor data integrity, and refine segmentation criteria, this dashboard becomes an indispensable tool for maintaining a reliable database. A unified database  is the backbone of this.  3. Marketing and Sales Tech Stack  An underutilized tech stack is often a key factor behind demand generation underperformance.  Research indicates that, on average, nearly half (47%)  of the software licenses within a company's martech stack go unused in a 90-day period​. According to recent studies, a significant percentage of marketers express an interest in modernizing their technology to meet today’s demand-generation needs. Q4 is the ideal time  to assess your tech stack and align it with your strategic objectives before launching Q1 campaigns. Conducting a Strategic Audit Start by mapping your revenue marketing flow, from lead generation to revenue. Identify the essential technological capabilities required at each stage. Then, compare your current tech stack against these needs to: Uncover gaps and areas for improvement Prioritize strategic decisions for 2025 Determine whether to: Fully utilize existing vendor tools, or, Build in-house solutions, or, Invest in new technologies Leveraging Vendor Expertise for Tech Stack Optimization When reconnecting with vendors in Q4, consider asking for insights on upcoming feature updates, roadmap changes, and best practices that could elevate your tech stack’s performance in 2025. Vendors can also share examples of how other clients have maximized platform capabilities, providing ideas tailored to your needs. Budget Planning and Tech Investment As Q4 is often dedicated to budget planning , it’s a practical time to assess which tools deliver the highest ROI and determine where upgrades or new investments are essential. Prioritizing tools that align with your strategic goals will ensure your budget supports the most impactful solutions for the upcoming year. Harnessing Emerging Technologies Consider leveraging GenAI tools  to streamline your tech stack evaluation. These innovative solutions provide rapid insights into potential upgrades and vendor compatibility, helping you make informed 2025 decisions. 4. Revenue Funnel Performance Did you know that the average B2B company loses up to 30% of potential revenue due to funnel inefficiencies ? A revenue funnel audit can help you identify and plug those gaps. The “Double Funnel” Approach The double-funnel approach integrates both account-based and traditional lead-based funnels , allowing marketers to engage a broader spectrum of potential customers. Regardless of whether your organization adopts ABM, lead scoring remains crucial for your demand generation efforts. Effective scoring considers account fit, engagement and the buying team  relevance, and will significantly impact your MQLs and overall demand generation efforts. You want to consider the nuances of your business size and marketing strategy when reviewing the funnel numbers.  Enterprise Marketing: Focus on the Buying Team In enterprise marketing, traditional lead-focused or purely account-focused strategies can fall short. By shifting your gaze to account buying teams ,  you'll uncover a more nuanced picture of your funnel performance. This approach delivers more accurate and actionable insights into performance, beyond superficial lead counts, revealing a clearer picture of your marketing effectiveness. SMB/MM Marketing: Volume-Driven Approach In contrast, Small to Medium-sized Businesses (SMB) and Mid-Market (MM) marketing tend to rely on a more volume-driven approach. This approach prioritizes lead-based funnel, augmented by targeted account-based tactics, and leverages data-driven statistics in scoring to maximize impact.  Product-Led Growth (PLG) Funnel?  Since gaining prominence in 2023, PLG has revolutionized B2B marketing. Create a separate funnel for self-serviced leads converting to paid customers to unlock meaningful revenue expansion. This strategy is particularly effective for cross-sell and upsell opportunities in enterprise settings. Don't Overlook Customer Lifecycle Revenue While acquiring new customers is crucial, don't neglect revenue from existing customers. PLG and Account-Based Marketing (ABM) strategies excel in Enterprise settings, can drive significant cross-sell and upsell opportunities. 5. Campaign Effectiveness  Evaluating campaign effectiveness requires more than just analyzing high-level metrics. It’s crucial to understand the factors that drive each strategic campaign's outcomes and ensure a cohesive approach across all initiatives. Organizing Around Strategic Themes Organize them around strategic themes tied to key GTM plays, product launches or flagship industry events. Ideally, apply a MECE (Mutually Exclusive, Collectively Exhaustive) approach for audience segmentation to ensure clear, non-overlapping targeting. This integrated approach reinforces a unified message, helping to guide customers from brand awareness through to conversion.  Mapping Campaigns and Identifying Gaps As part of your year-end audit, map out all campaigns and one-off programs from 2024. Overlay these with key sales plays, product launches, and major events to assess how well coordinated your strategy was . This exercise will highlight any inconsistencies, gaps, or missed opportunities and provide insight into how you can improve campaign cohesion for 2025. Timing for 2025 Campaigns Looking ahead to 2025, consider the timing of your campaigns in relation to customer buying cycles and budget allocation timelines. For example, IT buyers are often more open to exploring new vendors in Q1 and early Q2. Timing your most strategic campaigns to align with these decision windows ensures you're top-of-mind during critical moments. Leveraging Competitor Insights Additionally, tracking competitors' contract renewals can offer valuable intelligence. By targeting accounts that may be reevaluating their current vendors, you can position your brand as a viable alternative at the perfect time. In summary, implementing a consistent integrated campaign strategy with campaigns that are both theme-based and strategically timed can ensure a cohesive brand presence. Layering these with GTM real-time signals triggered always-on programs can create a single, consistent brand voice, ultimately making your campaigns more effective and resource-efficient. Next Steps End your audit by asking yourself, "What areas of our marketing strategy most need a refresh to succeed in 2025?"  Reflecting on this can reveal where to focus your efforts for a productive new year.  We're entering the busiest time  of the year, and our calendar is filling up quickly. For those interested in a deeper dive, we’re offering limited year-end consultations to help you fine-tune your audit and maximize your strategy for the year ahead. Secure your spot ,  and start building a solid foundation for 2025 today.

18th Edition (Published on Nov 18) Which is better: account-based or demand-based marketing?  The latest research says it's not an either/or proposition. In fact, 67% of marketing leaders are already using ABM, with 47% integrating their demand gen and ABM processes. What if the key to unlocking true potential lies in convergence? A unified account-based go-to-market strategy  that balances Demand Gen and ABM, tailoring to your ICPs and business needs. Let's examine the latest research, trends, and innovations driving the convergence of ABM and demand gen , and explore what this means for your go-to-market strategy. Editor's Pick: ABM and Demand Gen: A Converging Future The newly released " 2024 Account-Based Marketing Benchmark Survey " (by Demand Gen Report and ZoomInfo) highlights a critical evolution in B2B marketing: the merging of ABM and demand gen into integrated go-to-market strategies. NextGenABM proudly contributed to this survey.  Key findings include: 67% of marketing leaders actively use ABM , with an additional 26% planning adoption in the next year. 47% have integrated their demand gen and ABM processes,  breaking down silos to streamline marketing efforts. Practitioners are expanding beyond traditional 1:1 or 1: a few strategies, with 45% embracing programmatic 1: many approaches  to scale targeted demand gen efforts. This isn’t about abandoning demand gen or treating ABM as a standalone strategy. Instead, it’s about crafting a holistic account-based GTM approach  that leverages intent data, fosters team alignment, and delivers scalable, personalized engagement. ABM isn’t a 50-50 split; its weight depends on organizational needs and target accounts. At NextGenABM , this integrated mindset has always been at the heart of our philosophy, guiding our approach to modern marketing. Must-Know Industry News: Research & Innovations Shaping ABM DemandScience & Terminus: A Milestone for ABX Innovation The merger of these two leaders signals a transformation in account-based experiences (ABX). This newly unified platform enables marketers to concurrently activate ABM and demand gen strategies  with features like global audience targeting and unified reporting. Key advantages: Seamless integration of ABM and syndication efforts  to optimize outreach. Omnichannel execution for personalized buyer journeys. Enhanced precision targeting through AI-driven intent signals. This merger reflects the industry's move toward an integrated GTM approach that ensures alignment between marketing and sales teams. Read More 2024 Gartner® Magic Quadrant™ for ABM Platforms The Magic Quadrant report highlights top ABM vendors driving revenue growth. 6sense remains a leader, processing 1 trillion signals daily  to guide next-best-action seller’s recommendations and enable precise buyer engagement. Demandbase stands out for digital ads and implementation support  in enterprise-class organizations. ZoomInfo excels with its unified data foundation , supporting ABM and sales alignment for better account retention and expansion. These platforms demonstrate that AI and intent data are becoming critical enablers for scaling ABM success. SalesLoft's Command Center: Real-Time Revenue Insights SalesLoft’s new Command Center uses Conductor AI  to offer actionable insights, helping revenue teams take immediate actions to improve pipeline outcomes. Key features include: Objection Handling AI Agent:  Flags coaching needs based on performance metrics. Stalled Deals Agent:  Notifies teams about stagnant opportunities before they derail. Signal Conversion Agent:  Ensures sellers act on high-potential buyers using timely plays. SalesLoft’s innovation ensures that sales and operations teams stay aligned in real time, driving better deal outcomes. Discover More ABX Insights from Industry Icons:  NextGenABM’s Predictions for 2025: The Future of ABM & Demand Gen The future of ABM isn’t about choosing one strategy over another; it’s about integrating them into an account-based go-to-market strategy and campaigns . Here’s what we foresee for the year ahead: Integrated GTM Models Will Lead the Way: Gone are the days of separate sales and marketing motions. Companies that align their teams and strategies will unlock more seamless buyer journeys and higher ROI. Expect more mergers like DemandScience and Terminus  in the marketing tech space, combining tech and data capabilities into unified platforms. Verticalized ABM Solutions Will Gain Traction: Industries like financial services, manufacturing, and telecommunications will drive demand for specialized ABM approaches tailored to their unique needs.  This vertical focus allows for hyper-relevant targeting and stronger engagement. Success Hinges on People, Not Just Tools: Here’s a hard truth: even the best AI won’t fix a weak team. Companies that pair strong, capable talent with advanced tools will outperform those relying on technology alone. The combination of skilled execution and AI-driven insights is where the real magic happens. State of Demand Gen – 2024 Trends & 2025 Predictions  Demand generation is evolving, with leaders exploring new tactics to drive pipeline efficiency. A recent roundtable hosted by Activate  with B2B demand gen leaders revealed some powerful insights: Tech Stack Under-Ultilization:  Many demand gen leaders express low confidence in their tech stacks. The solution isn’t more tools; it’s aligning tools to strategy . Gated vs. Ungated Content:  Knowing when and how to use each content type can significantly impact buyer engagement. Attribution Evolution:  Moving from basic attribution models to revenue-focused metrics ensures demand gen delivers measurable impact. This conversation reaffirmed that ABM and demand gen aren’t rivals - they’re complementary strategies.  The key lies in aligning them under a unified GTM framework. Explore More Insights Top Tools & Resources for ABM Champions ABM Meets Demand Gen: Tools to Avoid Tech Bloat Integrating ABM and demand gen is essential for modern marketing success, but a bloated tech stack can undermine even the best strategies. TrustRadius and Digital Pi offer practical guidance on avoiding this common pitfall while maximizing the value of your tools. Watch the Full Webinar Podcast Can’t be Missed  "Reinventing B2B" Podcast: Rethinking ABM for Modern GTM Strategies 🎙️ Episode:   Think Differently About ABM 📍 Hosted By:  Davis Potter (ForgeX Co-Founder & CEO) and James O’Flaherty (EVP of Growth at Just Global)📖 Listen Here:   Reinventing B2B Podcast Key Discussion Points: ABM Today:  What account-based strategies look like in 2024 and where they’re headed. Focus Areas:  Identifying the best opportunities to maximize ABM impact in your organization. ABM Meets Demand Gen:  Insights into integrating ABM and demand gen for a cohesive GTM strategy. Upcoming Events We’re Attending  Scaling Personalization in B2B Marketing – A Live Webinar 📅 November 27, 2024 | 4:00 PM GMT | Virtual Key Topics: Breaking silos with AI workflows Optimizing cross-channel personalization Overcoming challenges in scaling ABM efforts Register Here Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@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 .

22nd Edition (Published on Jan 7) Editor's Notes: In 2025, AI , automation , social media , and cutting-edge tools are transforming how we engage with customers, drive sales, and optimize marketing efforts in B2B. In this edition, we’ll explore the most recent insights from industry leaders like Madison Logic  and HubSpot , highlight top tools like LinkedIn ’s Companies Hub and SalesLoft ’s AI-powered streamlined sales plays, and share actionable strategies to keep you ahead of the curve. Must-Know Related Industry News  LinkedIn’s New Release - The Companies Hub You Need LinkedIn’s new Companies Hub  in Campaign Manager allows marketers to target buyers based on engagement levels and measure ad impact. By leveraging detailed insights, B2B marketers can create audiences based on engagement , delivering the right message at the right time, and reviewing their metrics by engagement level, company information, company lists, and campaigns. This tool ensures every ad dollar counts in your targeted accounts ads campaigns. 🔗   Learn more about Companies Hub SalesLoft’s AI-Powered Sales Plays Tired of slow sales play implementations? SalesLoft’s AI innovations empower leaders to act on revenue insights immediately . New ZoomInfo Plays transform buying signals into immediate actions , helping teams close deals faster while leveraging AI agents  to pinpoint gaps in sales funnels and optimize outcomes. 🔗   Discover more about SalesLoft innovations G2’s Winter 2025 Reports - Where ABM Leaders Shine  🔹 Demandbase: Recognized as a leader  in 38 categories, including Account-Based Advertising, Account-Based Orchestration and B2B Intent Data, Demandbase stands out for its user-friendly design and being the platform “most likely to be recommended” for ABM orchestration.  🔹 6sense: Achieved leadership across all major ABM categories: Advertising, Analytics, and Orchestration Platforms. 🔗   Explore 6sense on G2 🔹 ZoomInfo: Dominates with 138 No. 1 rankings , excelling in Buyer Intent Data, Market Intelligence, and Account Data Management. Its AI-powered Copilot delivers actionable insights, streamlining go-to-market strategies for enterprise teams. ABM / ABX Insights from Industry Icons Madison Logic: Why GenAI is the Future of B2B Marketing 69% of surveyed B2B marketers  are leveraging GenAI to streamline decision-making and personalize buyer journeys. Millennials and Gen Z, who value transparency and efficiency , are driving this shift, pushing marketers to prioritize AI-powered solutions. Key Takeaways: Top 2025 Investments : Social media advertising (60%), AI tools (60%), video (53%), and podcast advertising (50%). B2C-Style Campaigns : 64% of marketers plan to advertise on TikTok and Instagram to reach emerging decision-makers. Creative Strategies That Work : 58% prioritize customer testimonials, 58% add captions to video ads, and 56% lean on influencer marketing for deeper engagement.🔗   Explore Madison Logic’s survey findings HubSpot’s Roadmap to AI-Powered Marketing Success Navigating AI integration is now a must for marketing leaders. HubSpot’s 2025 Field Guide  offers actionable frameworks to implement AI and data strategies while staying ahead in a privacy-first world. Key Takeaways: Leverage intentionality-focused data  for tailored campaigns. Build seamless workflows that integrate AI analytics, automation, and reporting tools . Stay agile by monitoring emerging trends  like scalable personalization and privacy-first innovations.🔗   Download HubSpot’s Field Guide Top Tools & Resources for ABM Champions  6 ABM Marketing Automation Best Practices Mastering ABM requires precision, personalization, and alignment, powered by automation. This resource  highlights how to leverage intent data  for real-time insights, personalize customer journeys at scale, integrate CRM with MAP to align sales and marketing seamlessly. HG Insight’s ICP Framework Pinpointing your ideal customer profile (ICP) has never been easier. HG Insight’s data-driven framework  uses tech stacks, industry trends, and buying signals to identify accounts most likely to convert. Quick Wins & Smart Tips  The Trust Factor: Be the Guide Brands win by becoming the guide  in their stories, not the hero. By helping your audience shine, you build trust and authority, creating deeper connections.🔗   Read more about building trust Podcasting Power : Did you know 82% of Gen Z listeners  take action after hearing a podcast ad? This holds true for B2B SaaS ! Time to rethink your channel mix! What Else We’re Listening To? Crafting a Winning GTM Strategy Postman’s Justine Davis shares how tools like SparkToro and Looker drive alignment across sales, marketing, and product teams. Learn strategies for adapting to privacy changes and building product-led growth plans. 🔗   Listen now Upcoming Events We’re Attending  Gartner RevOps Playbook  – January 8Explore RevOps vs GTMOps with ZoomInfo leaders.🔗   Register here State of RevOps 2025  – January 16Learn about AI adoption’s impact on revenue teams.🔗   Save your spot 2025 GTM Trends  – January 28Discover how AI and emerging GTM models are reshaping KPIs.🔗   Sign up now More Insights and Tips Like This? Subscribe to our Weekly Newsletter  and follow us  on LinkedIn to get the latest insights on industry trends, tips, and useful resources on ABX. Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@nextgenabm.io . 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 .

What do smart TVs, AI-powered video tools, and virtual reality have to do with your B2B marketing strategy, areas like ABM and Demand Gen? More than you might think. As Consumer Electronics Show (CES) 2025 takes center stage this week, tech enthusiasts and marketers alike are buzzing with excitement. Known globally as the stage for latest advancements in consumer technology, CES also offers a unique lens for B2B marketers to spot emerging trends that reshape buyer expectations and decision-making. Today’s B2B buyers, increasingly made up of digital native Millennials and Gen Z , bring consumer-like expectations into their professional purchasing processes. They demand personalized, omni-channel interactions and are quick to adopt AI-driven tools , challenging B2B marketing leaders to rethink strategies and budgets to meet these evolving needs. Why CES Matters for B2B Marketing At first glance, CES may seem entirely consumer-focused. However, the innovations showcased here often serve as a preview of the tools and platforms that will drive the future of B2B marketing.  A 2025 survey by Madison Logic  revealed that B2B marketers are increasingly embracing channels traditionally seen as B2C territory , such as social media, podcasts, and influencer collaborations. With customer experience emerging as a top priority, B2B CMOs are pushing for journeys that rival the ease and engagement of B2C experiences.  According to 6Sense's 2024 research, 81% of buyers  have already picked a winner before they even talk to a sales rep, which underscores the importance of a strong omni-channel presence , as the risk of competitors gaining mindshare if your brand isn’t present in key spaces is at high stake.  Key Trends from CES 2025 This year’s CES brought fascinating updates that have direct implications for B2B marketers. The evolution of CTV (Connected TV), AI-powered video tools, and immersive experiences stood out as key themes, showcasing opportunities for brands to enhance engagement and reach. CTV on the Rise Connected TV continues to cement itself as an advertising platform that cannot be overlooked by B2B marketers. Companies like Samsung and LG showcased innovations that elevate the CTV experience . Samsung introduced features in CES 2025 that use AI to provide on-screen translations and even identify objects or people within content. These developments highlight how CTV is becoming more interactive and versatile.  For B2B marketers, especially in Demand Gen and ABM/ABX, CES innovations highlight CTV’s growing potential as a targeted advertising channel . CTV allows marketers to deliver personalized, account-specific ads to key decision-makers, combining precision with interactivity to engage audiences effectively. Brands can use CTV to effectively extend visibility beyond traditional ABM channels , and nurture early interest to increase conversion by tailoring ads by funnel stages.  Schneider Electric ’s ABM results exemplify this impact: "We’re seeing increased account engagement from the organizations we’ve targeted with CTV as part of our multi-channel campaign." AI-Generated Video Content AI remains a dominant theme at CES. NVIDIA’s announcement of new AI foundation models capable of creating video content  based on physical rules hints at the future of AI-powered storytelling.  Beyond CES, tools from platforms like Pictory  can automatically transform blog posts into videos, while Runway ML  allows users to create entire video sequences from prompts. Meta , on the other hand, generates AI-powered video content with realistic virtual presenters real time . These platforms offer marketers scalable solutions for producing personalized video content with minimal effort. Video remains a cornerstone of B2B marketing strategies, with 65% of marketers  planning to increase investments in this area.  AI is expected to play a significant role in enhancing video marketing efficiency, enabling automated production, aiding content creation, and improving personalization. This shift allows B2B marketers to experiment with innovative approaches, such as digital personas delivering customized messages, enhancing both reach and impact.  AR and VR for Immersive Experiences CES 2025 demonstrated AR and VR's growing relevance in B2B go-to-market. NVIDIA’s advancements in AI hardware and Qualcomm’s breakthroughs in VR chipsets  helped to pave a future where immersive experiences become mainstream tools for engagement. According to Hubspot, virtual platforms  are also emerging as an option to create a diversified omni-channel experience for B2B in 2025. From immersive product demos to virtual trade shows, AR and VR are helping B2B companies create memorable experiences  that stand out in crowded markets.  Notable examples include IBM’s efforts to enhance customer engagement  with immersive environments. Imagine showcasing a SaaS solution through a fully interactive virtual demo with personalized sales experiences  or hosting a global trade show entirely in VR.  Balancing Innovation with Fundamentals While CES dazzles with futuristic possibilities, it’s crucial for B2B marketing leaders to ground their strategies in the fundamentals . Data, processes, content, and organizational alignment remain the cornerstones of successful B2B marketing plans. Technology should be viewed as a tool to amplify, not replace, these foundations. For a deeper dive into these foundational strategies, explore our Weekly Insights . That said, innovation should not be ignored. With shifts in B2B decision makers' buying behaviors and demographics, allocating part of your budget to testing new tools and channels is vital. Whether it’s experimenting with CTV advertising, integrating AI into video or webinar production, or exploring immersive experiences for your next trial or sales demo, staying ahead of these trends will keep you competitive in 2025 and beyond. More Insights and Tips Like This? Subscribe to our Weekly Newsletter  and follow us  on LinkedIn to get the latest insights on industry trends, tips, and useful resources on ABX. Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@nextgenabm.io . 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 .

21st Edition (Published on Dec 17) Editor's Notes: This week, we're diving deep into a pivotal theme: Owned, Shared, and External Data Signals that offer a pathway to unlocking sustainable, effective ABM strategies. As third-party cookies phase out, zero- and first-party data and trusted 3rd-party signals emerge as crucial assets for targeted marketing and building customer trust. Whether you're refining your ICPs, operationalizing data for campaigns, or enhancing personalization strategies, this shift isn't just about compliance, it's your competitive advantage. Let’s explore them now! Must-Know Industry News: Research & Innovations Shaping ABM Demandbase and Salesforce: A Winning Combo for Intent Data Demandbase’s recently announced partnership with Salesforce embeds robust intent data directly into the new Salesforce Prospecting Center . This integration empowers GTM teams with enhanced precision, enabling them to prioritize accounts most likely to convert. Key features include a unified prospecting experience and seamless integration with Salesforce’s Data Cloud, elevating ABM campaigns by focusing on accounts exhibiting genuine buying intent. The standout one? Customizable Score Rules .  RevOps teams can now fine-tune weighting across various intent data  components to align with specific business objectives. Pro Tip:  Watch this recording  for inspiration on refining your demand generation and ABM strategy. Informa TechTarget Redefines B2B Growth Informa Tech’s merger with TechTarget creates a powerhouse for B2B intent-driven services. By leveraging a 50-million-strong audience, this union not only strengthens first-party data capabilities but also directly addresses the challenges of scale posed by third-party cookie deprecation. As MarTech noted , the thirst for first-party data is a central theme in this deal, reflecting the growing need for scalable, privacy-compliant solutions. Key Takeaway:  Scaling first-party data collection and management can be challenging. Partnering with a qualified data provider is a smart alternative to overcome these hurdles and accelerate ABM success. INFUSE and HG Insights Combined Demand Gen Powered by First-Party Data INFUSE leverages HG Insights' advanced technology intelligence to power demand generation. By integrating first-party data and AI capabilities , they enable strategic GTM initiatives and optimize ABM account distribution. This story was featured in our previous updates .  Key Takeaway:  Combining AI-driven ICP refinement and first-party data powered integrated demand gen are the cornerstones of modern ABM. ABX Insights from Industry Icons:  As third-party cookies phase out, first-party  and zero-party  data emerge as an invaluable resource for ABM practitioners. Directly collected from customers, it allows marketers to identify target accounts, craft personalized content, and optimize campaign performance. These strategies together with 3rd party GTM signals , help bridge gaps left by cookie restrictions, ensuring continued visibility into the buyer journey and maintaining accurate insights to keep campaigns targeted.  To tackle this challenge, we suggest the following approach: Collection:  We suggest focusing on key engagement interactions such as form fills, events, sales conversations, and surveys. Companies lacking the infrastructure to collect this data can partner with data-rich platforms to extend their reach and bridge gaps created by privacy regulations and cookie deprecation (source: Madison Logic ). Storage:  CDPs play a crucial role by unifying first-party data into comprehensive customer profiles. You should consider integrating your CRM, MAP, ABM platforms, intent data providers, and your product event data into a unified tech stack . This setup enhances data management and provides a clearer view of buyer intent signals across touchpoints, and bypass the cookie restrictions.  Management:  Implement robust consent and preferences management systems  and prioritize transparency about how data is gathered, used, and stored. This approach fosters client trust and ensures compliance with evolving privacy standards. Activation:  They are critical enablers for ABM segmentation , but you should use it beyond just targeting, consider informing messaging, personalize content, and deliver campaigns that resonate with target accounts, ensuring maximum impact and ROI.  In the next section, we'll dive into the crucial role of first-party data in ABM and explore other key use cases. Top Tools & Resources for ABM Champions GDPR Compliance Simplified: Unlocking Intent Signals for ABM: ABM thrives under GDPR’s principles of data privacy when focused on intent-based targeting . Focus on first, zero-party, second-party,  and privacy-compliant third-party data  to spotlight accounts in-market for your solutions. From consent management to intent-driven targeting, this checklist from 6Sense  ensures your ABM strategies remain effective and compliant in privacy-conscious markets. Operationalizing First-Party Data in Digital Advertising: With third-party cookies losing relevance, first-party data  takes center stage in digital advertising strategies . Effective operationalization of this data, combined with automated consent management  systems and advanced analytics, empowers marketers to build trust, enhance personalization, and future-proof their ABM initiatives. HG Insights’ ICP Development Guide - When First-Party Data Isn’t Enough: Building a strong ICP isn’t just about firmographics anymore, instead, it dives deeper into elements like cloud maturity, tech stack compatibility, product interest intensity, and competitor contract intelligence  to maximize ABM success. Having personally built several ICPs using HG Insights and propensity models, I can attest to the effectiveness of this approach. HG Insights’ latest ICP building guide  provides a structured framework for creating impactful ICPs, ensuring your ABM campaigns focus on the highest-value accounts. Pro Tip:  Consider multiple ICPs to address diverse product lines and align them with specific ABM campaigns. Use intent data to dynamically update ICPs, ensuring alignment with evolving market demands, see Okta ‘s success story. What Else We’re Listening To? Podcast: AI-Driven Demand Gen Clemens Fischer, data strategist, discusses the transformative potential of AI and zero-party data. Zero-Party Data:  Consumers control their preferences, enabling privacy-first, hyper-personalized experiences. Highlight:  Start from 22:12, AI combined with first-, zero-, and third-party data offers a framework for scalable, customer-centric ABM. This Week's Events We’re Attending  Webinar: 5 Playbooks to Accelerate Growth in 2025 🗓 December 17, 3 PM EST | Hosted by RevGeniusTrinity Nguyen, CMO at UserGems: Key Reasons We Decided to Attend: Pipeline growth through 3rd party signals Beginner-to-advanced GTM strategies Register Now! ABM’s evolution demands a focus on trust , personalization , and data-driven insights. By leveraging 1st and zero-party data with 3rd party signals, marketers can build stronger relationships and drive meaningful results! More Insights and Tips Like This? Subscribe to our Weekly Newsletter  and follow us  on LinkedIn to get the latest insights on industry trends, tips, and useful resources on ABX. Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@nextgenabm.io . 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 .

20th Edition (Published on Dec 10) Editor's Notes: AI, Personalization, and Cross-channel Insights Reshaping B2B Strategies Today’s B2B buyers, shaped by their consumer experiences, now expect seamless, cross-channel journeys and a level of personalization that was once the hallmark of B2C marketing. These expectations are further amplified by the power of AI. We've covered The Shift Towards a More Humanized B2B Approach in our past posts . This week, we’re discussing how B2B marketing, especially ABM and Demand Gen, can embrace B2C-inspired strategies like hyper-targeting , influencer impact , and  cross-channel integration  to win in 2025. Whether it’s Quora partnering with Bombora to make smarter ABM targeting possible in a B2C-style contextual targeting , or HubSpot tapping into AI-powered customer real-time insights , or Demandbase's CMO sharing how cross-channel integration works in ABM for 2024 , these B2C-inspired innovations offer B2B marketing a critical advantage in targeting, personalization, and cross-channel alignment, shaping the future of ABM. Let’s explore them now! Must-Know Industry News: Research & Innovations Shaping ABM Quora Partners with Bombora for ABM Targeting Quora’s strategic partnership with Bombora introduces ABM targeting to its ad platform , enabling marketers to precisely target decision-makers within their natural engagement flow. With access to Bombora’s 450+ B2B audience segments, marketers can serve hyper-relevant ads to professionals based on job role, seniority, and industry. This partnership exemplifies how B2C-style contextual targeting can enhance ABM effectiveness . Key Takeaway:  Hyper-targeting decision-makers within their organic digital behaviors elevates ABM campaigns by fostering relevance and timing - a play straight from the B2C handbook. HubSpot Acquires Frame AI for Real-Time Customer Insights HubSpot’s acquisition of Frame AI underscores the shift toward unstructured data as a goldmine for customer insights . By integrating Frame AI’s conversational intelligence, HubSpot aims to deliver real-time personalization across marketing, sales, and service interactions. Key Takeaway:  Borrowing from B2C’s real-time customer intelligence approach, B2B brands can better anticipate needs and deliver contextually relevant experiences. Integrate Updates Social Campaign Management Integrate’s enhancements to its lead management platform simplify targeted accounts focused social media campaigns  on LinkedIn and Facebook. These updates include automated lead delivery, real-time connection issue alerts, and streamlined form mapping. With these improvements, marketers can optimize data accuracy and drive engagement through cleaner, compliant leads. Key Takeaway:  Social media is evolving into a powerful ABM element. Precision targeting, clean data, and integrated workflows can amplify social campaign effectiveness, mirroring the efficiency seen in B2C campaigns. ABX Insights from Industry Icons:  The Account-Based Landscape: What Works in 2024 (from Demandbase) Demandbase CMO Kelly Hopping  recently shared that while ABM remains a staple, its “marketing” connotation is giving way to “ go-to-market ” strategies emphasizing cross-functional alignment.  So, what’s working today?  Cross-Channel Integrated Campaigns:  Combining CTV, LinkedIn, and display ads drives more efficient results by lowering CPC and amplifying ROI. According to Metadata.io ’s recent 2024 B2B marketing report :  LinkedIn remains the top performer for B2B marketers looking to convert opportunities. Facebook excels at cost-effective  engagement and nurturing leads through the funnel.  Instagram  offers the lowest cost per lead , making it ideal for early-stage  lead generation and brand awareness.  Retargeting and firmographic targeting deliver high ROI for both triggered and influenced opportunities. Influencer Impact:  Influencers are no longer just for B2C . B2B brands are leveraging industry-specific influencers to build trust and extend their reach. This tactic helps Demandbase target sales audiences through influencers with strong followings, enhancing adoption and engagement. Intimate Events:  Small-scale, personalized engagements like executive dinners outperform large trade shows in creating pipeline and accelerating deals. Key Takeaway:  ABM must embrace integrated, personalized, and cross-channel  outreach across multiple touchpoints, another strategy that B2B marketers can borrow from B2C peers.  Top Tools & Resources for ABM Champions Demandbase Cross-Channel Marketing Guide This guide reveals how integrating CTV and display ads can increase engagement by 46% and clicks by 54%. By blending channels , marketers achieve a holistic view of the customer journey, optimizing every interaction. Preparing Contact and Account Data for ABM Success Effective ABM strategies hinge on high-quality contact and account data. According to ZoomInfo, organizations implementing ABM see 200% pipeline growth and a 20% increase in deal size.  Data Cleansing and Enrichment:  Regularly updating contact details ensures marketing efforts reach the right personas. Intelligent Account Selection:  Leveraging market intelligence for precise targeting. Ongoing Data Maintenance:  Preventing data decay ensures sustained success. Pro Tip:  Treat your data strategy as the backbone of ABM , ensuring it’s clean, complete, and consistently optimized for targeted campaigns. This Week's Events We’re Attending  The 40% Shift: How AI is Reshaping Marketing Budgets 📅 December 10, 2024 | 10:00 AM PT Register Now Join Chris Connell, Chief Growth Officer at We Brand, for insights on reallocating budgets, reskilling teams, and integrating AI into marketing strategies. More Insights and Tips Like This? Subscribe to our Weekly Newsletter  and follow us  on LinkedIn to get the latest insights on industry trends, tips, and useful resources on ABX. Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@nextgenabm.io . 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 .

December’s quiet weeks often leave marketers catching up on tasks or waiting for the new year to kickstart initiatives. But what if you could use this time to unlock game-changing efficiencies and strategies ?  By combining the power of Gen AI with Marketing Automation and CRM platforms, you can create personalized experiences, automate complex workflows, and unlock actionable insights - without waiting for IT or Ops to catch up. With tools like ChatGPT and Google Colab, w ith a little curiosity  and a “DIY” spirit , even non-technical marketers can generate and implement API-based solutions in a matter of days . Whether you’re optimizing GTM flows, aligning sales and marketing efforts, or testing new ideas, the possibilities are endless. Let’s go!  The DIY Magic of APIs Think APIs are only for coders? Think again.  These tools are becoming increasingly accessible, allowing marketers to bypass long waits for Ops or IT support or new tool purchases.  For example, the Marketo API Library  gives you direct access to Marketo’s API for tasks like creating custom workflows, importing leads, or managing marketing assets. Similarly, Salesforce API Library  enables you to automate and customize processes for seamless collaboration between sales and marketing teams. Some advanced marketing technologists, like Jep Castelein, have created Python libraries to make these APIs more accessible. You don’t need to be a developer to leverage them. Platforms like Google Colab make experimenting your strategic ideas and execution easier than ever, offering a simple interface to test API scripts in your browser.  Using it feels as intuitive as working with Google Docs. Imagine building an internal solution in days instead of waiting weeks for external tools. In my experience, leveraging these APIs has saved hundreds of hours and significantly improved GTM efficiency . If I can do it, so can you! Kickstart with Gen AI Diving into API-based innovation is easier than you might think, especially with the help of Gen AI. Here’s how you can get started with Marketo APIs, no need to code, a process you can also apply to other GTM platforms like Hubspot, Salesforce, Demandbase, and beyond. Set Up Access: Start by obtaining the necessary credentials from your operations team or by setting up a developer account. You’ll need a munchkin ID , client ID , and client secret  to access the API. Keep these credentials secure and never share them publicly. Choose Your Tools: Python is ideal for working with APIs, and Google Colab  makes the process even easier. This browser-based Python environment requires no setup and allows you to write, test, and execute your scripts with ease. Leverage Gen AI: Gen AI tools like ChatGPT can help you quickly generate code for your API needs. Here’s how to make the most of it: Example Prompt : “Provide a Python code snippet that uses the Marketo API for updating leads. Use the package from this GitHub repository: https://github.com/jepcastelein/marketo-rest-python . Make it compatible with Google Colab. Make the code simple.” Generated Code Example : ChatGPT 4-o will provide a Python script tailored to your query. Copy the code, paste it into Google Colab, and click "Execute." Test and Customize: Based on my tests, for straightforward flows in this use case, using the prompt above, ChatGPT-generated code is often 95+% ready to use with minimal adjustments. For more complex workflows, it can provide up to 80% of the necessary logic, offering a solid foundation for customization based on your unique GTM requirements. Real-World Example: Turning Quiet Time into Strategic Wins Holiday lulls are a perfect time to tackle challenges that often get buried in the rush of day-to-day operations. For example, SDR and BDR teams frequently struggle with lead validation and rules of engagement - especially in enterprise ABM scenarios, where account attributes, buying committee behaviors, and rules of engagement often create inefficiencies and delays. To address this, a couple years ago, I leveraged Salesforce and Marketo APIs to build an internal tool that simplified and streamlined these processes. It was outside my usual scope of work, but I thoroughly enjoyed the challenge! Here’s how I approached it strategically: Diagnose the Challenge : I mapped the lead-to-revenue process, identifying inefficiencies like cross-platform manual validation workflows. Develop an Agile Solution : Starting small, I used Google Colab and Python to create workflows that automated lead validation based on engagement activities and account relevance. Once this foundation was set, I added real-time engagement alerts to ensure reps could act promptly at critical moments. Pilot and Scale: A pilot with a small SDR/BDR team provided valuable feedback that refined the tool. Partnering with sales enablement, I documented the process and created training materials to ensure the solution was scalable and repeatable across teams. The Outcome: This tool cut lead validation time by 40% , improved lead quality, and fostered tighter collaboration between sales and marketing. Beyond that, it empowered the team to approach ABM strategies more effectively by prioritizing high-value accounts and focusing on real-time engagement signals. Quiet weeks don’t have to be idle. They can be the perfect time to experiment, innovate, and deliver practical solutions that have a lasting impact. What could you tackle this holiday season? Beyond Workflows: Unlocking Personalized ABM for Cross-Sell After this, I collaborated with our analytics team leaders to create personalized campaigns using real-time CRM insights and even tested custom machine-learning-based scoring models for enterprise account upsell and cross-sell . The possibilities are endless - and surprisingly fun! Why Not You? Quiet weeks aren’t just a chance to experiment - they’re an opportunity to take charge of your funnel, align your strategies with GTM goals, and demonstrate the power of Gen AI-driven innovation within your organization. Whether you’re optimizing workflows, personalizing campaigns, or tackling long-standing challenges, the holiday break could become your most productive time of the year. Don’t just wait for inspiration, take the lead and make it happen ! More Insights and Tips Like This? Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@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. 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 .

19th Edition (Published on Dec 2) Editor's Notes:   What Changed in ABM for 2024? 2024 brings a seismic shift in ABM's role: what was once viewed as just a marketing initiative has now evolved into a core part of the entire Go-to-Market (GTM) strategy . Sales, revenue operations, customer success - ABM is now driving collaboration across every function that touches revenue. The old view of ABM as a ‘campaign for a few selected accounts’ is history, replaced by a holistic, organization-wide approach. Many of these shifts can be attributed to advancements in Gen AI technology . We observed the following key shifts in ABM this year: ABM is becoming a GTM cornerstone, uniting cross-functional teams toward shared goals. (Source:  Demandbase ) ( Read more ) A notable 43% rise in ABM budgets across APAC marketers, signaling global  confidence in ABM's role. ( Read more ) The rise of targeted influencer strategies, with LinkedIn evolving into a leading B2B influencer platform . ( Read more ) Let’s explore these shifts together. Must-Know Industry News: Research & Innovations Shaping ABM Global Spending Trends: ABM’s APAC Breakthrough According to xGrowth, 43% of APAC leaders   plan to boost ABM budgets in 2025 , up from 28% last year. This growth highlights confidence in ABM's ability to drive post-downturn recovery, powered by generative AI tools that improve personalization, data analysis, and cost efficiency. Additionally, APAC marketers are increasingly leveraging generative AI for campaign planning (28%) and data analysis (24%).  ABM Highlight in Mainland China - A Rising Market SalesDriver’s 2024 ABM Whitepaper  highlights that ABM in China has grown by 149% year-over-year,  with adoption led by large enterprises and healthcare. While adoption is nascent, the potential for expansion is significant as businesses realize the value of targeted engagement. Key tactics include: Focused efforts on 100-1000 high-value accounts. Heavy use of offline meetups and content syndication. LinkedIn as a B2B Next Gen ABM Powerhouse LinkedIn’s newly enhanced Lead IQ and Account IQ  features streamline lead insights and account-specific recommendations, allowing sellers to develop meaningful connections faster. Sponsored newsletters and AI-powered campaign tools also enable deeper thought leadership and personalized outreach.  These innovations position LinkedIn as a key player in account-based prospecting + influencer marketing. Real-Time Revenue Insights: Salesloft's Command Center Salesloft's recent release on Command Center  is revolutionizing how revenue leaders approach deal management with: Conductor AI , offering actionable insights on deal gaps and stalled pipelines. AI agents like Objection Handling  and Stalled Deals , helping teams identify coaching needs and reinvigorate opportunities.This innovation enables real-time decision-making  and faster deal closures , setting a new standard for revenue orchestration. ABX Insights from Industry Icons ABM Power Shift: What the 2024 Gartner Magic Quadrant Reveals The 2024 Gartner Magic Quadrant for ABM Platforms  isn’t just a ranking - it's a reflection of how ABM and B2B demand generation have fundamentally evolved. NextGenABM  compared this report with last year’s, revealing some big leaps forward  that are reshaping how we approach ABM strategies: AI Has Moved Front and Center 2023 : AI was a nice-to-have, offering features like predictive analytics and basic intent scoring. 2024 : It’s the driving force. Generative AI  now creates personalized ad copy, crafts dynamic account summaries, and even suggests next-best actions  for sellers. Vendors like 6sense  are leading the charge, using AI to make targeting smarter and faster. Martech Silos? Say Goodbye - Cohesive Campaign is the Key  2023 : ABM platforms worked well but operated in their own bubble, alongside marketing automation tools. 2024 : Integration is king. ABM tools are now stepping into demand-gen territory with contact-level engagement  and journey orchestration. The lines between ABM, CRM, and marketing automation are blurring, making it easier to create a seamless customer experience. Vertical-Specific Strategies Are Gaining Ground 2023 : ABM platforms were a great fit for tech companies but offered limited customization for other industries. 2024 : That’s changed. From finance-compliant workflows  to healthcare-focused integrations, platforms like ZoomInfo  and Demandbase  are expanding their reach with industry-specific solutions. ABM Goes Multi-Channel 2023 : Campaigns were digital-heavy, focused on ads and emails. 2024 : It’s a multi-channel world. Think connected TV ads, direct mail, and even dynamic sales alerts.  The buyer journey is becoming more sophisticated, and ABM platforms are adapting to meet buyers wherever they are. Major Vendor Positions / Strengths Changes ZoomInfo : Promoted to Leader status by enhancing its engagement capabilities through real-time alignment tools and expanded integrations. 6sense : Solidified its leadership further by adding AI capabilities such as automated account insights and sales alerts , journey analytics, and enhanced ad optimization. Demandbase : Expanded its focus to LinkedIn native campaign creation and reporting, alongside AI scoring models for cross-sell and upsell opportunities. B2B Influencer Marketing: The Future Is Collaborative Nick Bennett’s analysis  highlights major shifts in B2B influencer marketing, becoming a more integral part of ABM strategies: LinkedInfluencers Rise:  Platforms like LinkedIn are transforming from networking hubs into powerful tools for ABM campaigns, helping brands reach niche audiences through trusted, industry-specific voices. Interactive Content Gains Ground:  From VR/AR product demos  to co-created campaigns, interactive content fosters deeper engagement, making it a key tactic for personalized account targeting. Specialized Micro-Influencers Emerge:  These experts provide precise targeting  and resonate more strongly with niche audiences, offering an edge in delivering authentic and impactful messaging. Top Tools & Resources for ABM Champions 🎙️ Podcast: Rethinking ABM for Modern GTM Strategies Hosted by Davis Potter and James O’Flaherty, this episode covers: ABM’s expanded role in GTM innovation. Tips for aligning ABM and demand generation  seamlessly. Leveraging AI-powered insights  for account engagement. Listen here 📖 6sense Recorded Webinar: Building Your AI Strategy for 2025 Real-world examples of AI-driven outbound prospecting  and lead generation. A checklist for creating a robust AI roadmap. Strategies to integrate AI for pipeline growth  and operational efficiency. Watch here Upcoming Events We’re Attending  The 40% Shift: How AI is Reshaping Marketing Budgets 📅 December 10, 2024 | 10:00 AM PT Register Now Join Chris Connell, Chief Growth Officer at We Brand, for insights on reallocating budgets, reskilling teams, and integrating AI into marketing strategies. Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@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 .

17th Edition (Published on Nov 11) Is your database  powering effective targeted demand marketing strategies, or holding them back? This week, we focus on why quality data is the backbone  of B2B sales and marketing success. From boosting engagement with clean, segmented data to leveraging integrations that make every touchpoint count, a resilient, unified database is essential. In this edition, discover key insights on database strategy from ZoomInfo, new ABM database innovations from HG Insights’s and Exclaimer’s new partnerships, and tips from NextGenABM’s framework on consolidating and activating B2B data effectively. Let’s dive in and ensure your database is set to drive impactful, targeted engagement! Editor's Notes: Database Quality as Your Competitive Edge Database quality is the backbone of effective B2B go-to-market. A strategic approach to data, from identifying essential data types to unifying first-, second-, and third-party signals, creates an enriched data ecosystem that empowers B2B marketing success. This enriched data ecosystem, supported by accessible infrastructure and cross-departmental collaboration, enables precise, impactful engagement. An ABM database is the core repository for information on the known accounts and contacts a company targets within its GTM strategy.  If you want to get serious about ABM, you need trustworthy, high-quality account-based marketing data , that essentially consist of but not limited to:  Demographic data  - Basic information such as email addresses, phone numbers, job titles, and locations. Event-triggered data  - Time-based account events like exec hires, acquisitions, or funding that signal shifts in company needs. Firmographic data  - Company attributes like size, industry, location, etc. Technographic data  - Insights into the software and hardware a target account uses, their IT budget forecast, next renewal dates, etc. B2B intent data  - Indicates a prospect (account / buyer group / individual) ’s likelihood or interest in purchasing a product by tracking their web searches, content consumption, engagement history, etc. But data alone isn’t enough. The true power for a ABM ready database lies in translating these insights into timely, strategic actions. Let's dive it more! Must-Know Industry News: Research & Innovations Shaping ABM HG Insights and INFUSE: A One-Stop Intelligence and Demand Activation Hub The HG Insights and INFUSE partnership  provides a seamless way to activate HG Insights with the INFUSE’s demand gen programs via its Demand Accelerator. Leveraging both INFUSE’s 1st-party demand insights and HG Insights’ 3rd-party tech data, this integration is set to optimize territory management and ABM account distribution, providing crucial insights into tech stacks and buying stages of target accounts, and leveraging INFUSE digital omnichannel demand strategies and programs.  If you’re on HG Insights and want to get a sense of this new integration, try this new program  which delivers you 100 verified nurture ready leads at no extra cost. Email Signatures as ABM Assets: Exclaimer’s New HubSpot Integration Exclaimer’s integration with HubSpot allows email signatures to serve as dynamic ABM touchpoints , aligning signature content with audience profiles in HubSpot. By adding strategic calls-to-action and personalized branding by industry/engagement action/lead score/etc., marketing teams can leverage each email for targeted engagement, directly enhancing ABM campaign effectiveness and making every message count.  Outreach + Clay: Data Enriched Personalized Outreach at Scale Outreach’s new integration with Clay boosts GTM efficiency by enabling data-enriched, scalable outreach. This partnership provides deeper insights into prospects, allowing ABM teams to deliver relevant, high-converting messages. The enriched data pipeline empowers teams to prioritize high-intent accounts and streamline top-of-funnel engagements. ABX Insights from Industry Icons:  ZoomInfo’s Guide to B2B GTM Database Resilience A quality database is essential for ABM success, and ZoomInfo highlights that regular data updates  prevent decay and keep segmentation strategies effective. With shifting database strategies prioritizing foundational data quality and orchestration , today’s marketers face significant challenges due to the vast and varied sources of data. This complexity can hinder the relevance, accuracy, and actionability of information, which is  crucial for ABM . To address these challenges, many B2B companies are investing in 3rd-party intent data solutions, maximizing 1st-party data, and breaking down data silos to enhance alignment across teams. However, even with access to rich intent data from modern marketing tools, sales teams often struggle to consolidate, interpret, and use it effectively .  To create a seamless ABM strategy, data consolidation   is a top priority . Ensuring consistent prioritization and data accessibility across all channels allows for more cohesive and effective engagement. NextGenABM’s Framework for Data Consolidation and Activation:  Determine Signals  Signals Prioritization Integrated Data Infrastructure Creative Data Activation Determining the Most Effective Signals : While most B2B marketing teams use three to seven intent data sources according to , many struggle to differentiate the unique value each provides. Effective use of intent data starts with prioritizing first-party signals, such as ad clicks, website visits, and email engagement. These signals reflect active buyer interest, helping marketers understand where prospects are in their journey. Using Organizational Goals to Guide Signal Prioritization : Signal prioritization should align with the organization’s strategic goals. For example, if partner-led growth is a priority, technographic signals might be emphasized to identify accounts suitable for partnership-based motions. Conversely, if expansion and retention are the focus, customer signals (positive and negative) should be prioritized and linked to activation strategies. The Shift Toward Integrated Intent Data : A growing trend is to merge intent data with firmographics, technographics, and engagement metrics, creating a simpler, more cohesive view for sales and marketing. This integration not only benefits internal teams but also enhances the relevance of messaging for prospects and customers, making interactions more valuable. Creative Data Activation : Intent data’s value extends beyond identifying accounts in a buying motion. It can also reveal insights for competitor research, as well as provide a foundation for pre- and post-campaign analysis, making it a versatile tool for crafting informed, impactful strategies. Learn more from Demand Gen Report’s in-depth article on mastering database quality for targeted engagement. Leveraging Intent Data for Enhanced Buyer Engagement in 2024 As ABM increasingly incorporates intent data, 63% of practitioners are boosting their investments in intent and signal strategies . Okta’s ABM team, for instance, has seen considerable success by using intent-supported target account lists (TALs) to prioritize high-potential prospects. Learn More Top Tools & Resources for ABM Champions Finding Your Perfect Accounts with ICP Master Class (On-Demand) Discover how to identify top-fit accounts using technographic data in this on-demand ICP master class. Companies like Sage saw a fivefold increase in opportunity engagement by applying the expert techniques presented. This resource is ideal for ABM teams seeking to deepen account identification and drive results with precision. Access the ICP Master Class What Else We're Reading?  HubSpot’s CMO Kipp Bodnar and VP of Marketing Kieran Flanagan are redefining marketing conversations with their video podcast Marketing Against the Grain . In a recent episode, they explore how AI is transforming everything from real-time customer support to the user journey. Their insights are packed with practical takeaways for ABM leaders looking to improve personalization and streamline interactions. Upcoming Events We’re Attending  Webinar: Impact of Data Quality on GenAI and ABM Success Hosted by ZoomInfo, this event highlights the role of high-quality data in successful AI-driven strategies. Attendees will gain insights on how to dismantle data silos, consolidate customer profiles, and build robust GenAI frameworks for scalable, effective customer engagement. Register Now Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@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 .