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As the B2B marketing landscape continues to evolve, buyers now engage with sellers on their own terms, initiating contact approximately 70% of the way through their buying journeys . This seismic change sparks several critical questions: What does ABM mean today? Where does it fit within organizational structures? And most importantly, why should ABM be seen as a targeted, account-based approach rather than merely a campaign or a tool? At the B2B Marketing Exchange 2024 , these questions were central to many sessions, offering practical insights that addressed everything from demand generation to the growing influence of AI. These discussions provided valuable takeaways that I’m excited to share with you. 1. A Fresh Look at ABM The evolution of Account-Based Marketing (ABM) has transformed it into more than just a tactical initiative - it’s now a core B2B revenue strategy . ABM, along with other frameworks like ABX/E/S/GTM/SLG, you name it, serves as an approach that aligns the revenue team around a set of shared target accounts. Much like DevOps , ABM is a methodology that bridges multiple functions, ensuring all teams are focused on the same objectives. At its core, it is the solution to the often overlapping GTM motions across organizations. ABM and Demand Gen should not exist in silos. These approaches must be intertwined in an account-focused, data-driven strategy  that supports long-term business success. However, ABM is not a one-size-fits-all strategy. Depending on the stage of your business, you’ll need to strike a balance between lead generation and demand generation  on one hand, and ABM on the other. Startup : Focus on leads to establish your market presence. Scaleup : Once you’ve found product-market fit, shift toward ABM to drive more targeted engagement. Enterprise : At this stage, ABX (Account-Based Experience) becomes the key to scaling efforts. To assess ABM readiness , companies must ask themselves three critical questions: How actionable is your GTM data? Are you able to track all engagement activities in one place? Do you have the right tools to report and scale ABM effectively? My thoughts : ABM should not compete  with your existing marketing or sales initiatives. Instead, it must work in harmony with them, ensuring that every team is aligned around the customer to achieve company-wide goals. 2. GTM Alignment for Efficient Growth In a standout session, Todd Silverstein  from Toptal and Brandon Borden  from CHEQ stressed the need for alignment across GTM teams. Misaligned metrics across GTM teams and a one-size-fits-all demand generation approach that overlooks intent and prospect differentiation often hinder growth efficiency. Their solution? A cohesive measurement framework that connects marketing with broader company goals. Todd’s advice : "Architect the measurement framework by first understanding the whole company’s framework and its conjunction with marketing." Another critical topic related to functional alignments, explored by company Demandworks and Creatorbuzz, was leveraging influencers to align brand and demand generation in the " Dark Funnel " - the untrackable stages of the buyer's journey. Developing content pillars and starting small with micro-influencers is key to engaging B2B buyers early.  My thoughts : Efficient growth relies on alignment - across functions like sales, demand generation, and branding, as well as through the integration of metrics and technologies. As buyers increasingly navigate a self-guided "dark funnel,"  where much of their journey is untrackable, it’s critical  to be PRESENT and deliver VALUE early and throughout. Building authentic, always-on influencer campaigns is a highly effective way to engage with buyers during these hidden stages. Whether using micro- or macro-influencers, fostering trust and awareness through these channels helps keep your brand top-of-mind and relevant. 3. A Not So B2B Approach to Demand Gen Liz Wood  from MOI Global and Marcia Steffen  from INFUSE emphasized the need to focus on both out-of-market  and in-market  buyers, citing their recent AWS campaigns as an example. By leveraging firmographic data and predictive AI models, companies can prioritize accounts more effectively, improving engagement and account velocity. What I found most refreshing was the discussion around B2B technical buyers becoming increasingly active on non-traditional platforms like Reddit  and Quora , as well as the growing influence of B2C marketing tactics in B2B . For out-of-market buyers , they recommend starting with a foundation list infused with 1st, 2nd, and 3rd party data, then using AI-driven insights to guide re-targeting and content syndication. For in-market buyers , a targeted single-touch program, combined with re-targeting and a personalized outreach strategy, helps keep your product top-of-mind through the deal close. Liz Wood’s advice : "It’s not about how you want to sell, it’s about how your customers want to buy." My thoughts : The advice of allocating out-of-market buyers with 70%  of your marketing assets was particularly eye-opening. The blend of AI-driven insights with personalized content syndication strategies is a game-changer. As technical buyer engagement increasingly shifts to social channels like Reddit, Quora , and even personal networks like Facebook during the weekends, more B2C tactics are influencing B2B. Marketers need to adapt by leveraging the right channels and targeting both in-market and out-of-market buyers with tailored data-backed content.  4. The Growing Influence of AI in Demand Gen Neil Patel 's session and Pam Didner 's on AI in demand generation emphasized the transformative impact of AI in automating processes, personalizing interactions, and enhancing decision-making at scale. Companies are increasingly leveraging AI not only for task automation but also to shape their overarching strategies, empowering teams to make informed decisions and swiftly adapt to shifts in the buyer landscape. What I’m most excited about is AI powered hyper-personalization , where real-time analysis drives tailored content for designated segments and adaptive messaging is customized at the individual level, showcasing how B2C strategies and technologies are influencing B2B practices. Another refreshing finding was that buyers increasingly rely on Gen AI to research and select vendors . Check out tools like Reveal.ai that is designed to help individuals and organizations understand how they appear in Gen AI models. Key takeaway : AI can help scale demand generation efforts, but it’s crucial to first explore the capabilities of existing platforms before investing in new tools. Pam's advice to use AI tools in scaling stages  resonated with me, especially when considering how my own company could leverage this in our marketing efforts. 5. Rethinking ABM for Must-Win Accounts Rob Leavitt  from Momentum ITSMA shared valuable insights into the evolution of ABM. Once regarded as a niche tactic, ABM has now become a central element of B2B strategies  across various industries. The focus has shifted toward cultivating deeper, longer engagements with a list of carefully selected target accounts and building stronger, more personalized relationships with key decision-makers. Leavitt advocates for a lighthouse strategy , where understanding one key account serves as the foundation for broader strategic initiatives. Deepening conversations through fewer campaigns but longer programs  that demonstrate relevant thought leadership resonated the most with me. This involves creating account-based nurture campaigns  that continuously reinforce the core message. Rob Leavitt’s advice : “Narrow the focus - fewer accounts, fewer campaigns, longer programs, clearer value. And humanize connections with fewer relationships, but more champions.” My thoughts : ABM has transcended its role as merely a tool; it has evolved into a comprehensive methodology. As ABM continues to advance, it becomes crucial to align GTM teams around shared target accounts, emphasizing less random campaigns and more structured, longer account-based programs . Integrating these efforts with go-to-market (GTM) sales plays ensures a cohesive  approach that reinforces core themes and messages. This company-wide strategy, involving every customer-facing team, can significantly enhance our ability to engage high-value prospects effectively.  6. The Shift Towards a More Humanized B2B Approach Another fascinating discussion revolved around how B2B marketing is borrowing more from B2C tactics. This includes creating “ build in public ” content that shows the behind-the-scenes workings of your business and humanizes your brand. Additionally, the use of personal social media channels like Facebook for B2B ads is becoming increasingly effective, with weekends seeing a spike in engagement. As B2C technologies become more accessible  to B2B, these influences are reshaping how businesses approach their marketing strategies. To truly humanize connections , businesses should focus on cultivating fewer, but more meaningful relationships with champions. Buyers are motivated to engage for only compelling reasons, such as:  seek new ideas desire peer connections want to influence your product roadmaps appreciate having a personal platform to share and refine their thoughts / personal brands My thoughts:  The lines between B2B and B2C approaches are blurring, and marketers need to think creatively about how they engage buyers. Personalization, transparency, and authenticity are key drivers in today's B2B landscape. 7. Quick Win Campaigns for B2B Buyer Success Michael Phelan from Go-to-Market Pros and Colt Briner from Scappy AF Solutions shared some excellent strategies for launching quick win campaigns. One example that stood out was the “ Thought Fellowship Campaign ,” where businesses interview stakeholders from target accounts on industry trends, then publish these interviews to drive brand awareness and create relationships. Another campaign I personally find highly effective based on past experience was the “ How Do I Compare With Peers ” outreach, which positions your company as a resource for industry benchmarking. My thoughts : These quick win campaigns are perfect for organizations looking to create high-impact, low-investment programs that generate demand and foster relationships. At my company, we’re already exploring how we can integrate similar campaigns into our marketing efforts to accelerate results for our clients.  Benchmarking Your B2B Marketing Strategy Here are some critical benchmarks shared during the conference that will help you measure and refine your marketing efforts: 70% : Buyers are 70% of the way through their buying cycle before they first contact a vendor. (Source: 6Sense & INFUSE) 11 months : The average time it takes for a buyer to choose a vendor after starting their research. (Source: 6Sense & INFUSE) 10-person buying group : On average, this is the size of buying groups evaluating solutions. (Source: 6Sense & INFUSE) 16 touches per person : The number of interactions needed to engage buying groups, with 4 vendors typically being evaluated. (Source: 6Sense & INFUSE) 13+ content touches : Required in a buyer’s journey, mixing creative, tactical, and practical content. (Source: 6Sense & INFUSE) 5% to 10% of revenue : The typical marketing budget for high-ticket tech SaaS companies, established companies in mature industries tend to spend less and rely more on existing customers, while growing or innovative companies that need to capture market share tend to spend more. 50% drop : The decline in lead-to-meeting conversion rates in 2024, underscoring the need for more personalized strategies, according to   Sales Mastery Final Thoughts The B2B marketing landscape is evolving rapidly, and the B2B Marketing Exchange provided an abundance of fresh ideas and strategies. From AI-driven demand generation to deeper ABM campaigns, the future of B2B marketing is all about alignment, personalization, and agility . This conference reaffirmed a few key trends I’ve been noticing - AI’s growing role in B2B marketing strategy , the blurring lines between B2B and B2C approaches , and the increasing importance of personalized , data-driven marketing . As we move forward, it's clear that B2B marketing will continue to evolve, and so must our strategies to stay ahead of the curve. If you're looking for ways to optimize your B2B marketing efforts, whether through ABM/ABX, AI, or personalized lead gen or demand gen, feel free to reach out us at info@nextgenabm.io or follow our thoughts leadership . We'd love to discuss how we can drive growth together.

2nd Edition Welcome to the second edition of our Weekly ABM Insights Newsletter! This week, we're excited to bring you the latest from industry leaders like Demandbase, HG Insights, 6Sense, Salesloft, Uberflip, and more. Discover how these companies are driving innovation in outbound marketing, job change signals, personalized experiences, and the evolving role of marketers in sales activation. Discover how you can leverage these advancements to elevate your ABM strategies. Industry News Demandbase Named a Customers’ Choice in 2024 Gartner® Peer Insights™ Voice of the Customer for ABM Platforms For the second consecutive year, Demandbase has been recognized as a Customers’ Choice  in the Gartner Peer Insights  Voice of the Customer for Account-Based Marketing Platforms . This recognition highlights Demandbase’s commitment to delivering top-notch service and innovative capabilities, as reflected in high user satisfaction ratings. Demandbase received high marks in the report, with ratings of 4.7 out of 5 for Product Capabilities, 4.5 for Sales Experience, 4.6 for Deployment Experience, and 4.7 for Support Experience. Notably, Demandbase was one of only two providers to receive this distinction. As we discussed last week, Demandbase's Multiple Buyer Journeys  have been a game-changer for our customers. Access Report  With New HubSpot Integration, HG Insights Amplifies GTM Teams’ Engagement With Competitive Technology Intelligence HG Insights , a leading B2B GTM intelligence provider, announced a native integration  with HubSpot, enhancing CRM capabilities with relevant and timely technology insights. This integration  enables sellers and marketers to gain a deeper understanding of their target companies by syncing critical data directly into HubSpot, enabling use cases such as targeted account lists, prospect identification and engagement, personalized marketing campaigns, and more. The integration, part of HG Insights' broader growth strategy, supports cross-functional alignment and improves operational efficiency for go-to-market teams. Read More Uberflip Reimagines Platform To Enable Personalized Engagement at Scale Uberflip , a leading content marketing platform, recently launched the next generation of its platform to address the increasing demand for personalized, self-service buying experiences in the B2B sector. This new feature allows users to create personalized destinations , such as landing pages and microsites, tailored to specific buying personas; also enables content segmentation by industry, persona, or buyer stage, and provides enriched account-specific analytics  that sync with marketing automation data to attribute engagement to specific contacts and accounts. Read More Nielsen Selects LiveRamp to Connect Advanced Audiences for Big Data and Cross-platform Measurement and Planning in Nielsen Ecosystem Nielsen integrated LiveRamp  (a leading global data collaboration platform)’s RampID technology to enhance data integration and audience measurement. This collaboration allows for advanced audience planning and measurement across platforms, leveraging both first and third-party data. The integration aims to meet the growing industry demand for highly targeted audiences powered by big data. Read More   ABX Insights Don't Miss Out: 6Sense Reveals Secret to Higher Win Rates in Outbound  Source: 6Sense Contrary to common trends, 6Sense achieves higher win rates for outbound leads compared to inbound leads. This success is attributed to precise insights  ( timing + intent ) into the buying journey, enabling sellers to engage at the right time with companies and buyers that are actively researching their solutions. The strategy involves synchronizing marketing and sales efforts, utilizing hot account routing, and leveraging technology to uncover ripe opportunities for outbound engagement. Read More Salesloft + UserGems: Act on Job Change Signals in Your Workflow Source: SalesLoft Did you know that new execs are 2.5x more likely to buy  in their first 3 months on the job? Signal-based selling, especially job changes, can significantly impact buyer-seller relationships. This new Salesloft + UserGems  integration enables sales teams to act on job change signals with highly-personalized messaging and prioritize each interaction in a single workflow alongside other signals from across your systems. Here is a step-by-step guide  on how to set it up for your ABX/ABM success.  Resources Webinar Recap: Signal to Sale - Faster: Strategies for Empowering Every Seller  In the recent ZoomInfo Webinar , Bryan Law (CMO) and Haley Katsman (VP of Strategic Sales) shared actionable strategies for marketers to empower sellers. Key takeaways: Enablement is Key: Every marketer should be an enabler, stepping into sellers' shoes to streamline the end-to-end revenue process, reducing noise and f riction for sellers. Unlock Top Sellers' Potential: When enabling sales, identify and equip early adopters, observe and monitor their success, and showcase their best practices to middle performers. Marketing's Role in Activating Sales Identify whitespace: Scale what works for sellers, maximizing their impact. Simplify things for sellers: create a process where marketing identifies plays, runs outreach, and invites sales to take over. Leverage data & AI: Use tools like ZoomInfo's Co-pilot  for personalized engagement, from prospecting to targeted outreach. Boost efficiency: Automate research and engagement to improve seller productivity. Avoid Email Fatigue: Engage target accounts through diversified channels like social media, direct mailing, and thought leadership . We previously covered this topic here . Unified Account View: New technologies l ike ZoomInfo's Co-pilot provide a cohesive strategy for new business, renewal, and expansion deals, enhancing handoffs between New Biz Rep an d Customer Success Rep. Winning Tactics to Engage Accounts in Campaigns: Share valuable insights that customers don’t know yet, such as competitor analysis or customer trends, to spark engagement. The Ultimate Guide from 6Sense: B2B Data Hygiene and Data Cleansing This guide dives into the importance of data hygiene, outlining the severe consequences of “dirty data” and providing practical steps to cleanse and maintain your data. Key takeaways include understanding the differences between data hygiene, data quality, and data integrity, and the substantial impact of clean data on your bottom line. Read More Upcoming Events June 18th at 8 AM PT / 11 AM ET: Rethinking the Role of Sales in the Age of the Empowered Buyer . Hosted by Kerry Cunningham (6sense Head of Research) and Sid Kumar (former HubSpot SVP of Revenue Operations). Register here . June 19, 2024 at 9 AM PT: Sales & Marketing Alignment: How to Synergize for Success . Hosted by ZoomInfo and Carlos Hidalgo (CEO of Digital Exhaust and B2B expert).   Register here . Thursday, June 20th, 2024, 9 AM – 11 AM BST: Sales and Marketing Alignment Roundtable . Held at The Corinthia Hotel in London, hosted by Kelly Hopping (Demandbase CMO) and John Eitel (Demandbase CSO).   Register here . Thursday, June 20th at 11 AM PT / 2 PM ET: From Insight to Action: Enhance Your B2B Marketing with Intent Data . Hosted by Dara Such (VP of Customer Enablement & Data Strategy at TechTarget).   Register here . We hope you find these insights useful for your marketing and sales strategies. Stay tuned for more updates next week! 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. Visit our website to learn more about our mission and services.

3rd Edition Welcome to our third June newsletter, where we bring you the latest updates and insights from the ABM/ABX industry. This week, we cover significant industry news from 6sense and ZoomInfo, provide actionable ABX and B2B sales landscape insights from industry thought leaders (Hubspot, Warmly), share valuable sales video campaign resources, and highlight upcoming ABX events you won't want to miss. Discover how you can leverage these advancements to elevate your ABM strategies. Industry News 6sense and Gong Expand Partnership to Accelerate Revenue Generation 6sense, one of the industry leading ABM platforms, and Gong, have expanded their partnership with a new integration that provides enhanced predictive analytics capabilities to help sales teams accelerate revenue. The integration  connects Gong Engage, the AI-powered sales engagement solution, with 6sense Revenue AI for Sales™, providing sellers with a centralized workflow and the buyer intelligence  and contact data  needed to generate pipeline and close deals​. Read More ZoomInfo Releases Industry’s First AI-Powered ABX Solution ZoomInfo has introduced ZoomInfo Copilot , an AI-powered platform that allows salespeople to seize time-sensitive opportunities  in real time with Breaking Alerts delivered through Slack. This new platform brings together all your data with high-quality ZoomInfo data and offers generative AI to predict your pipeline, providing AI-guided recommendations on outreach and engagement. Watch the Demo GrowthLoop Launches AI-Powered Audience Generation as a Snowflake Native App GrowthLoop , a leading CDP provider, is among the first MarTech players that has launched its AI-powered audience generation as a Snowflake Native App , enabling demand gen marketers to build AI-assisted audience segments, orchestrate cross-channel journeys, and assess campaign results without their data ever leaving Snowflake. Watch It in Action ABX Insights Signal-Based Go-To-Market Approach and Implementation Guidance Chris Walker , LinkedIn Top Voice, Serial Entrepreneur and founder of Refine Labs, and Alan Zhao , CEO of Warmly, discussed the increasingly popular signal-based go-to-market approach, which has become a hot topic due to the rise of ABM/ABX strategies and AI-powered intelligences automations. Key Insights: Signal-based go-to-market:  An evolution in sales team strategy to identify high-potential prospects based on engagement. Optimizing signals has its "lifecycle" : Right fit → Right time → Right message (powered by AI). We're in the stage of the "Right time", Many companies are striving to fully leverage buying signals in their GTM efforts. B2B sales signal data : Tons of data, but a lack of consistent measurement creates chaos, also making it difficult to determine at scale which signals are effective. Tips for signals implementation : The scrappy way: using SFDC campaign members; The ideal way: using a custom object to track all the signals, unify the objects architecture, and attribute opportunities to signals. Signal-Based Analytics:  Uncover immediate improvements to pipeline, and gain clear insights to optimize the expensive process of converting in-market accounts to revenue. Watch the Full Webinar Hubspot’s 2024 B2B Sales Report - Challenges + Opportunities in the 2024 Sales Landscape  Sales professionals in 2024 are facing difficulties such as inflation, competition, and longer deal cycles, but the report suggests that hybrid work models and AI tools are helping to improve efficiency and relationship-building.  Key Insights:  96% of prospects do their own research before talking to a human sales rep — and 71% prefer to just do their own research instead of talking to a rep.  45% of sales pros are overwhelmed by the amount of tools in their tech stack 52% of sales pros say B2B customers use self-serve tools more than last year.  63% of sales leaders say AI makes it easier for them to compete with other businesses in their industry.  In 2023, the average sales win rate is 21%. 28% of sales pros say the sales process taking too long is the biggest reason prospects back out of deals.  There’s an average of 5 decision-makers involved in every sales process today.  72% of company revenue comes from existing customers, with 28% coming from new customers.  Read the Full Report   Resources Less Waste, More Revenue: How to Grow a Higher-Quality Pipeline Learn how to optimize your sales efforts and enhance revenue generation​ by focusing on targeted outreach and leveraging data insights. Learn More LinkedIn Top Sales Voice’s Insights on Using Video to Accelerate Your Sales Pipeline  Morgan Ingram shares his expertise on utilizing video in B2B sales. This resource provides practical steps for incorporating video into your sales strategy, helping you stand out and effectively engage with potential clients. R ead More Sending InMails Directly From CRM: LinkedIn Sales Navigator And HubSpot Integration By enriching CRM data with valuable insights, this recently launched integration  enables sales teams to personalize connections and streamline their workflows (yes! sending InMails directly from the CRM, automating activity logging, etc.). Watch Now   Upcoming Virtual Events Incorporating Drift into Your GTM Strategy  - Learn about inbound and outbound applications, software setup details, and best practices on June 26 @ 11 AM ET. This session also includes an in-depth Q&A. Register here .  Predictive B2B Revenue Attribution with Deepinder Singh Dhingra -   Join this event hosted by Warmly on June 27, 2024, from 9:00 AM - 10:00 AM to learn about predictive B2B revenue attribution. Register  here . Demandbase Virtual User Group - Learn best practices around using Demandbase One and Account-Based Marketing principles on June 27, 2024 from 9:00 AM – 10:00 AM PT. 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 .

4th Edition Happy July 4th Week! This edition is packed with exciting updates from industry leaders! This edition features innovations from Demandbase, Gong, and Treasure Data in sales efficiency and real-time data management, as well as HG Insights' revealing new IT buyer spend trends. You'll also gain valuable insights from revenue leaders on sales' evolving role in the buyer-empowered journey and winning strategic accounts. Plus, explore helpful resources like LinkedIn's guide to B2B analytics and an on-demand webinar with Chris Walker on next-gen GTM strategy. Discover how you can leverage these advancements to elevate your ABM strategies. Industry News Maximize Sales Efficiency with Demandbase and Gong’s New Powerful Integration Starting June 26, Demandbase One™ and Gong users can act on shared data integrated  into the places where they work. This means sellers will be able to access Demandbase for sales insights like intent, website activity, and overall engagement specific to their target accounts and contacts from within Gong, as well as opening possibilities to powerful automated workflows for savvy ABM marketers. Discover how Demandbase’s new partnership with Gong aims to cut down non-sales activities and ensure your revenue team operates efficiently on a single platform.  Read More HG Insights Releases IT Spend Report 2024 HG Insights has published their comprehensive 2024 IT Spend Report, providing an in-depth analysis of the global B2B market. The report projects global IT spending to reach $3.8 trillion in 2024, reflecting a 3.8% year-over-year increase. Notably, for the first time, global software spending is expected to exceed $1 trillion. Key trends include the rapid growth in AI-related investments and software spending, with software being the fastest-growing category among IT services and hardware. Within this, Sales & Marketing software spending is projected at $78.3 billion, with Sales software at $23.3 billion and Marketing software at $50 billion, signaling robust growth for the ABM/ABX industry. Detailed Insights Treasure Data’s New Solution for Real-Time Data and Hyper-Personalization Treasure Data has unveiled Live Connect, a groundbreaking solution designed to address common challenges in data movement across marketing stacks. By leveraging zero-copy and easy sync technology, Live Connect minimizes technical risks, costs, and inefficiencies. This innovative tool is set to transform how enterprise IT and marketing teams manage data, enabling real-time decision-making and unified customer profiles for true hyper-personalization. B2B marketers, in particular, will find this development impactful for optimizing ABM strategies and enhancing customer experiences throughout the entire customer lifecycle. Read More ABX Insights Rethinking the Role of Sales in the Age of the Empowered Buyer 6sense’s latest research shows that buyers educate themselves on B2B solutions—and make crucial vendor selections—long before they ever speak to a vendor sales rep. This webinar discusses the changing role of sales, ways to engage with accounts before they contact you, and leveraging content to influence buyers.  Don’t have time to watch the entire webina r? No worries. Read the key takeaways here. Buyers educate themselves on B2B solutions and make crucial vendor selections, typically reaching 70% of the buying journey before speaking to a vendor sales representative. The first vendor to make contact wins the selection process 84% of the time.  To increase your chances of being the chosen vendor, it’s essential to identify and engage with accounts before they reach out to you. Focus your budget on accounts that are in their active buying process, while still nurturing others with valuable content. Marketers must identify these “active in-market” accounts. Pre-human interactions, such as rich content, educational resources, ecosystem, voices from analysts, are crucial as customers guide themselves through the buying journey. Growing 40x: Insider Strategies for Dominating Strategic Accounts Learn from Vinod V. , VP of Sales from Amkor Technologies, about understanding customers, offering a diversified portfolio, and building strong relationships. This article shares strategies and tips that helped Amkor achieve 40x growth, emphasizing the importance of understanding customers' businesses and maintaining diversified solutions. Don’t have time to watch the entire webina r? No worries. Read the key takeaways here. Understand your customers thoroughly by learning about their business, market position, goals, challenges, and future plans Offer a diversified portfolio of solutions to manage risk and provide solutions for multiple customer needs  Build strong relationships through mutual respect, acting as a problem solver rather than taking sides, and having open conversations Stay informed by reading competitors’ reports, listening to industry podcasts and talks, and regularly networking with contacts in your field Resources LinkedIn’s Guide to B2B Success Tools - Discover how B2B marketers are leveraging LinkedIn Marketing Partners to achieve success. LinkedIn’s guide offers insights into reporting on brand awareness, facilitating account-based marketing with account-level engagement analytics, and improving ROI through comprehensive attribution reporting. Advanced analytics help identify the most effective campaigns, while revenue attribution links marketing costs directly to sales revenue. The guide also highlights the importance of reaching new audiences and testing full-funnel advertising strategies, as demonstrated by Velocity Global, to continuously optimize and prove the ROI of marketing efforts. Download Here Listen to the Industry Thought Leader (On Demand Webinar) : The Next Gen GTM Strategy for ROI with Chris Walker - In this on-demand webinar , Chris Walker, LinkedIn's Top Voice, shares insights on the next-generation go-to-market strategy that focuses on maximizing ROI. We summarized the key insights of this on-demand resource in our last newsletter . Upcoming Events Improving Pipeline Inspection & Management July 10 at 8 AM PT/11 AM ET. Join this event to learn how Salesloft can help improve your sales pipeline management, which is crucial for sustained growth and revenue optimization. Register here Uniting Frenemies: Crafting a Unified Revenue Engine with ABM July 23rd at 10 AM PT/1 PM ET. Join Stephanie Quinn from Demandbase and Corey Goldstein from Salesloft for a lively webinar on how ABX can turn these frenemies into power partners. Learn about aligning on shared metrics, data being the single source of truth, and key steps to alignment through planning and execution. Register here Thought Leader Recommendations Follow Chris Walker, CEO @ Passetto | Chairman @ Refine Labs | GTM Strategy & Analytics for High-Growth B2B Companies. Gain valuable insights from his vast expertise and serial entrepreneurial experience in GTM strategy, analytics, and scaling B2B companies by Following Chris on LinkedIn . 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 .

15th Edition (Published in Oct 28) Welcome to this edition of ABM/ABX Insights, where we explore how conversational AI is reshaping B2B marketing, from boosting conversions and automating engagement to transforming data management. Imagine a world where AI not only supports buyer decisions but acts as their own “ buyer agent ,” conducting vendor screening and selecting options on their behalf. The future of ABM and B2B marketing, is about creating natural, contextual, and human-like conversations with both human and AI buyers. Editor's Pick: The State of Marketing Automation with ABM Buying Groups and AI The State of Marketing Automation with ABM Buying Groups and AI Adobe’s latest research  highlights how AI and ABM Buying Groups are reshaping engagement strategies, especially in the world of marketing automation. With over 600 marketing leaders surveyed, Adobe’s insights reveal a shift in focus toward Customer Experience (CX), with B2B marketing increasingly adopting B2C-style, experience-centered strategies . Leaders are advancing next-gen GTM orchestration to nurture buying groups  within accounts, an area where many organizations still lack effective tools and processes. AI is also enabling the creation of personalized content at scale , allowing precise targeting and real-time engagement via chatbots and BDRs. Integration has become critical, with leaders now prioritizing marketing automation’s alignment with a B2B-centric CDP over traditional CRM integration .  Industry News & Research Twilio + OpenAI: The Future of Conversational AI in B2B Marketing Twilio ’s new integration with OpenAI’s Real-Time API  opens the door for companies to create real-time, personalized voice experiences  that feel as natural as speaking to a real person . This conversational AI can handle complex interactions and is designed to drive deeper engagement. Think of the possibilities here for ABM : real-time support, smoother lead qualification, and a seamless experience that keeps prospects engaged without the friction of traditional methods. Read More Madison Logic and Gong: Account and Buyer Intelligence Directly In Front of Sellers Madison Logic ’s partnership with Gong  is a powerful step toward tighter alignment between sales and marketing teams. By connecting Madison Logic’s ABM  insights with Gong’s revenue intelligence, teams can now get real-time updates on account engagement. This streamlined approach helps sales teams prioritize key buyer personas, anticipate customer needs, and maintain a unified brand voice  across interactions. Read More LeanData’s Innovation for ABM Success with Buying Groups LeanData ’s new Buying Groups Blueprint  and Orchestrator  are elevating ABM  by automating the identification, engagement, and management of buying group  stakeholders within target accounts. These tools map personas, engagement levels, and critical roles in the buying cycle, enabling seamless alignment between sales and marketing so no key contact is overlooked. The Buying Groups Blueprint analyzes patterns in past opportunities, identifying influential roles, while the Buying Groups Orchestrator uses AI to automate the tracking and assignment of group members.  ABX Insights from Industry Icons Kipp Bodnar on AI-Powered CRO: Rewriting Conversion Rate Optimization for ABM Kipp Bodnar, CMO at HubSpot, emphasizes the transformative impact of AI-powered Conversion Rate Optimization (CRO)  for ABM , noting that AI investments can boost conversion rates by up to 100%. HubSpot’s data demonstrates that AI-driven personalization at scale - via tools like chatbots  and customized email campaigns , delivers highly relevant experiences for B2B buyers, establishing CRO as a crucial element of ABM. AI chatbots, in particular, offer 24/7 human-like interactions  that efficiently provide users with exactly what they need. Despite concerns that chatbots may lack a personal touch, HubSpot’s AI chat experiment revealed a >50%  increase in chat value, human-equivalent CSAT scores, and a 43%  rise in chat conversion rates, showcasing the potential of AI to enhance user engagement and satisfaction.  NextGenABM  is an official Hubspot Solution Provider partner . Contact us  to discuss more potential AI powered chatbot use cases. Top Tools & Resources for ABM Champions AI Vendor Purchase Checklist : This checklist is a must-have for ABM teams evaluating new AI tools. Covering key areas like integration with existing platforms, quality of AI-generated content, and the ability to scale, it helps teams avoid mismatched tools and ensures they choose technology that aligns with their ABM goals. Snowflake’s Modern Marketing Data Stack : Snowflake’s report takes a closer look at the shift toward unified data platforms for ABM. By consolidating data in one place, ABM teams can gain deeper insights into customer journeys and leverage AI to deliver better-targeted campaigns. 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. Podcast: The Science of Scaling In this podcast, Mark Roberge  (Stage2Capital) discusses the science behind scaling revenue through a strategic B2B revenue lens, focusing on how tech companies can structure their GTM efforts to drive sustained growth. Podcast link Upcoming Events We’re Attending  B2B In The Fast Lane: 2024 Strategy & Planning Series October 28-31, 2024 – Virtual Learn the flexible ABM frameworks that will drive 2025 GTM strategies, with a focus on real-time responses to buyer signals. This event is designed to help teams pivot quickly and prioritize personalized ABM efforts. Register here → ABM and AI for Marketers: Priority Use Cases for 2025 Oct 29, 2024, 1:00 EDT (10:00 PDT) – VirtualSpeakers : Tom Keefe and Alicia Hale, DemandbaseThis webinar covers game-changing ABM and AI strategies for 2025, including predictive analytics and tactics for creating personalized buyer experiences. Walk away with actionable insights to elevate your ABM game. Register here → ICP Master Class: Master Technographics for Account Targeting November 6, 2024, 8:00 am PST – Virtual Dive into the role of technographics in defining Ideal Customer Profiles. This session will highlight how targeting based on technology use can transform your pipeline and enable more personalized ABM campaigns. 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 .

14th Edition (Published in Oct 21) In this edition, we will explore the transformative power of real-time contextual buying signals from company earning calls and automated opt-in buying group augmentation . As we strive to enhance your experience, this edition features a refreshed design and content format based on your feedback. Dive into how industry leaders like ZoomInfo, TechTarget, Demandbase, and leading companies like Okta are leveraging these signals to fine-tune their ABM strategies, enabling teams to engage the right buying groups with precision and impact. Editor's Notes: A Reflection on October’s New ABX Solutions Launch – Driving Results with Real-Time Buying Insights ZoomInfo, TechTarget, and Demandbase each bring unique strengths  to the ABM landscape, offering targeted solutions that marketers and sales teams can leverage to improve their go-to-market efforts.   ZoomInfo  focuses on providing extended contextual real-time buying signals ( our unique insights ) at both the account and buying group levels, enabling teams to create highly targeted signal-based sales play and personalized content, assets, and messaging that resonate with the right audience. TechTarget  simplifies outreach with automatic opt-in buying group identification and expansion into your CRM/MAP, making it easier for marketers to engage with high-intent buying groups. Meanwhile, Demandbase enhances the sales experience by offering a seamless experience for prospecting that allows users to identify, prioritize, track, and analyze key contacts and accounts, supported by robust SalesTech integration, which is a step forward for uniquified GTM view . Let's discuss how these insights are reshaping the future of ABM / B2B marketing. Industry News & Research ZoomInfo Expands Real-Time Buyer Signals for Enhanced GTM Precision ZoomInfo’s recent expansion of its AI-driven signal library enables GTM teams to access real-time insights from earnings call summaries, podcast mentions, and competitive risks , including company funding rounds, leadership changes, hiring trends, etc.. Incorporating these signals into ABM strategies can enhance account scoring models and support more signal-based, always-on sales plays and campaigns . Early adopters have reported a 58% increase in account engagement  and a 25% boost in pipeline generatio n. Our Unique Insights and Explore More TechTarget’s Priority Engine Demand Boosts ABM Effectiveness TechTarget’s launch of Priority Engine Demand provides B2B GTM teams with new ways to activate and engage high-intent, opt-in buying groups . The module enables marketers to move beyond single-lead engagement by focusing on buying groups within target accounts. A key feature is the identification of Qualified Account Buying Groups : each time a lead is generated by a Content Hub, it immediately identifies and delivers the lead to customer CRM and MAP solutions, along with the opted-in buying group members who are actively researching solutions in that topic area. Read More ABX Insights from Industry Icons Selling B2B Marketing to the Other C-Suite: Position Marketing as Product Emily Kramer , a B2B marketing executive veteran and investor, emphasizes the importance of aligning your vision of marketing with that of the other C-suites or founders, as she explained in a recent blog/interview with HubSpot. She compares marketing teams to product teams—not sales. Both product and marketing are multidisciplinary, both have a portfolio of ideas and a roadmap of big initiatives, and both require a balance of optimizing existing features or campaigns while launching new ones to help the business grow. ZoomInfo’s Real-Time Buyer Signals Revolutionizing Target Account Strategies ZoomInfo’s Chief Product Officer, Dominik Facher, highlights how real-time signals are transforming ABM programs by enabling sales and marketing teams to focus on accounts showing readiness to engage. He stresses prioritizing signals like leadership changes, funding rounds, and hiring surges to enhance outreach and maximize impact, providing essential context for engaging key decision-makers before competitors. We categorize these newly expanded signals by their account buying nature , recommending that “Leadership and Organizational Changes” be an always-on sales play, while the others should be integrated into your ABM/ABX strategy as engagement signals to move accounts through the funnel. Read The Insights  1 - Financial Signals Our recommendation: Implied IT/product category budget changes based on those signals. Funding:  Major funding rounds in the last 90 days. IPO:  Efforts related to an initial public offering or follow-on offering. Earnings Call Summaries:  Insights into a company’s strategic direction through summaries of public company earnings calls. Layoffs:  Layoffs at a company in your ICP/Account List. 2 - Growth and Expansion Signals Our recommendation : A spike in hiring plans or projects would be more helpful than purely the delta, as growth/reduction of role openings over time has less meaningful impact than a surging trend. Hiring Plans:  Growth or reduction in the number of roles posted in a department or buying group. Projects:  Initiatives related to department-specific projects. Partnerships:  Initiatives related to service agreements, outsourcing agreements, contract extensions, and other collaborative efforts. Pain Points:  Major business challenges a company is trying to solve. 3 - Leadership and Organizational Changes Our recommendation : This should be a top priority for any markters & sellers. New C-Suite in Buying Group:  A new contact in your buying group has joined the C-Suite. Buying Group Changes:  A contact in the buying group joined or departed your target account. 4 - Research and Intent Signals Our recommendation : Consider competitors mentioned by key contacts at target accounts. Account Level Intent:  A target account is actively researching one or more of your intent topic clusters. Podcast Mention Tracking:  Insights when key contacts at target accounts participate in relevant podcasts. Website Spike:  A target account recently visited pages on your websites and domains. 5 - Engagement and Interest Signals Submitted or Abandoned Forms:  Submitted or abandoned forms show when website visitors interact with forms on your website. Account Fit Score:  Accounts with the greatest potential for success. 6 - Mergers and Acquisitions Signals Our recommendation: It’s generally harder to capitalize on a prospect account’s M&A event in B2B marketing, as the implications are often uncontrollable. M&A:  The consolidation, acquisition, or disposition of companies or assets through various types of strategic transactions. Demandbase One for Sales: Enhancing Sales Alignment with ABM Demandbase One for Sales is bridging the gap between ABM and sales by providing actionable insights that allow teams to prioritize target accounts with the highest potential. With features like Smart Scoring  and Buying Group Intelligence , Demandbase empowers sales teams to engage the right decision-makers at the right time. This streamlined, data-driven approach to ABM and sales alignment helps reduce sales cycles and increases the likelihood of closing deals with key accounts. Discover More Top Tools & Resources for ABM Champions How to Surround Target Accounts with Intent & Signal Data For ABM practitioners, the key to success lies in the ability to interpret and act on buyer signals across multiple touchpoints. Recent research shows that 63% of B2B companies are increasing their investment in intent data, yet many still struggle to turn this data into actionable insights. This article outlines how to integrate intent data with firmographic and technographic data to create highly relevant messaging that surrounds target accounts and drives engagement at the right moment in their buying journey. Download Here What Else We're Reading?  2024 Intent Data Landscape: Best Practices for ABM This report discusses how leading businesses, like Okta, are navigating the use of intent data for refining ABM campaigns and broader GTM strategies. It highlights the need for aligning intent signals with GTM strategies to create meaningful engagement with target accounts and convert interest into revenue. Read More Podcast: The Science of Scaling In this podcast, Mark Roberge  (Stage2Capital) discusses the science behind scaling revenue through a strategic B2B revenue lens, focusing on how tech companies can structure their GTM efforts to drive sustained growth. Podcast link Upcoming Events We're Attending Demandbase CXO Unfiltered Webinar Date:  October 22, 2024 – Virtual. Join other CXOs in an open forum to discuss crowd-sourced topics around ABM and GTM strategies. This session provides real-time insights into what industry leaders are focusing on for 2025, helping you refine your own strategies for targeting key accounts. Register here → Snowflake Data Cloud - Inside the Modern Marketing Data Stack Date:  October 23, 2024 – VirtualJoin this event to explore which technologies are enabling ABM teams to optimize their data for better GTM strategies. Snowflake’s annual report highlights the top tools across categories like AI, data privacy, and marketing analytics — all critical components for successful ABM programs. Register here → Top Pick - B2B In The Fast Lane: 2024 Strategy & Planning Series Date:  October 28-31, 2024 – Virtual. This virtual event focuses on how GTM teams can use flexible frameworks to drive their GTM strategies for 2025. Learn how to pivot quickly and respond to buyer needs in real time as they evolve, using dynamic ABM/ABX approaches that prioritize responsiveness over rigid planning. 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 .

Introduction In the past, Account-Based Marketing (ABM) or Account-Based Experience (ABX) has traditionally been associated with a handful of high-value accounts due to the extensive manual effort required for research, personalization, and engagement. However, recent technological advancements are changing the game, transforming ABM from an exclusive strategy for Enterprise segment into a more scalable approach that could benefit a much wider range of accounts. Intelligence-embedded automation , personalization at scale , and AI-powered campaign message creation  are not just future trends but current realities. In this article, we will explore the key trends shaping the 2024 ABM/ABX landscape, demonstrating how technology is democratizing ABM and paving the way for broader adoption across various market segments. The Democratization of ABM Trend 1: Account Intelligence-Embedded Marketing Automation - Deliver Insights Where They Matter Most Challenges of Traditional ABM In the past, account-level insights were fragmented and inaccessible, siloed in third-party systems or solely integrated with CRM for sales-specific use cases like territory planning and account assignment. B2B marketers faced significant challenges, having to manually export Marketing Automation Platform (MAP) data, enrich it with additional account-level data points, and then re-upload it to their MAP - a process marred by inefficiency and repetition. Alternatively, they relied on 3rd-party powered lead-to-account matching, which struggled to scale for the objective of leveraging account intelligences in MAP directly, beyond a handful of curated fields. Additionally, managing these matchings was complex, leading to slower system synchronization and lagging in high-priority lead follow-up due to excessive API calls. Technological Integration Revolution However, new technology integration and advancement are revolutionizing this landscape by integrating disparate intelligences into platforms where workflows are activated. The integration   of HG Insights with HubSpot Marketing Hub and Sales Hub exemplifies this transformation. Businesses can now seamlessly sync account-level insights into their marketing automation programs, unlocking unprecedented efficiency and accuracy. This native integration brings the intelligence marketers need from the HG Insights Platform to their CRM and MAP, enabling marketers to define, prioritize, and expand their target segments with ease and scalability, directly where they create automation programs. Moreover, marketers can choose the products that align with their Ideal Customer Profiles to improve targeting and messaging directly in their MAP, and leverage insights like product installs with country-level specificity and verification dates to create innovative marketing automation workflows - a critical capability previously unavailable. (Credits: HG Insights) Democratization of ABM Trend 2 : AI-Driven Personalization at Scale - Deliver Tailored Experiences Where They Matter Most Historical Resource Intensiveness Personalization is another vital component of successful ABM. ABM campaigns rely on insights into target accounts and understanding the buying behavior of personas within targeted accounts' buyer groups. According to Forrester , 52% of B2B marketing leaders plan to increase spending on content marketing and personalization technology to achieve this. However, achieving smart personalization beyond a handful of high-value accounts has historically been a highly resource-intensive task. While some companies have successfully personalized their marketing efforts for selected top accounts (typically in the Enterprise+ segment), this level of personalization was not easy for larger-scale accounts without significant in-house engineering and development resources - until now. Innovations in Personalization Technology Innovations, such as Uberflip's personalized content experiences at scale , are challenging the status quo. Their evolved platform enables marketers to create personalized content experiences for accounts based on their interests, behaviors, firmographic data, and third-party intent signals. Marketers can now deploy targeted landing pages, microsites, event pages, and more in minutes using Uberflip's drag-and-drop destination builder , segmenting content assets by industry, persona, or buyer stage. This bridges the gap between web experience and marketing automation for ABM campaigns. With advancements like Uberflip's platform, it's not surprising to predict more businesses will start to strategize and implement effective ABM personalization beyond just a handful of Enterprise accounts. (Credits: Uberflip) The Democratization of ABM Trend 3: AI-Powered Email and Sales Play Drafting - Contextual Selling at Scale The Need for Contextual Selling in ABX Frontline sellers waste valuable time on administrative tasks due to bloated tech stacks, disconnected sales signals, and lack of clear guidance, making it often challenging to identify a clear path to close. Personalized and contextualized outreach email drafting is essential in a successful full funnel ABM/ABX strategy, enabling businesses to establish meaningful connections with their buyer personas in targeted accounts. Transformative AI Tools Researching each account and developing a detailed account plan for a successful ABM strategy often requires significant resource investment. AI-powered email and sales play drafting is transforming the ABM/ABX landscape. By harnessing account behavior and interests, businesses can now craft personalized emails and plays that facilitate contextual selling in a much more scalable approach. ZoomInfo's Co-Pilot is a prime example of this revolution. Co-Pilot transforms traditional ABM/ABX prospecting playbooks with intelligent account summaries, personalized email outreach based on an account's previous engagement with a business's content, generated by ZoomInfo's GenAI partners like Anthropic , and real-time prospecting alerts that keep sellers ahead of the competition. Start your free trial today! (Credits: ZoomInfo) What It Means for B2B Go-to-Market The advancements in AI tools and marketing technologies are revolutionizing modern go-to-market teams, transforming their workflows with unprecedented efficiency and seamless automation. This transformation is enabling marketers to execute more high-touch and customized efforts for a wider range of targeted accounts, democratizing ABM/ABX and changing the landscape in a phased approach. Phase 1: Intelligent Targeting - Bridging the Data Gaps Phase 2: Automated Content Personalization - Delivering Tailored Account Experiences Across Digital Assets Phase 3: AI-Powered Contextual Prospecting - Automating Account Plays and Marketing Campaigns Based on our observations, most B2B marketing teams are currently between phase 1 and 2 , presenting a significant opportunity to leapfrog to phase 3 and stay ahead of the competition. As these technologies continue to advance, ABM's potential to drive meaningful engagement and revenue growth across all segments (Enterprise, Corporate/Mid-market, SMB) will only increase. We encourage businesses to explore these cutting-edge technologies and strategies to fully harness the power of ABM and transform their go-to-market efforts. The future of ABM is bright, and its potential to revolutionize the B2B landscape is immense. Let's embrace this evolution and drive impactful change in the marketing strategies together! 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 .

Welcome to our first weekly ABM Insights Newsletter! We're excited to share the latest industry news, insights, and resources to help you stay ahead in the world of account-based marketing. In this edition, we'll explore innovations from Demandbase and Twilio, discuss optimizing your GTM strategy, and share valuable resources on prospecting and content generation. Follow us on Linkedin for more insights and news! Industry News Demandbase is First GTM Platform to Offer Multiple Buyer Journeys for ABM Customers Demandbase , a pioneer in AI-driven account-based go-to-market strategies, has introduced a groundbreaking feature allowing customers to create multiple buying journeys  tailored to different products or business units. This innovation enables customers to customize journeys with numerous stages, even post-sale, and track account progress. Watch this demo for more details and video snippets of the new capabilities. ,Demandbase has launched other enhancements including Database Folders for streamlined list management, Field Disable Controls to reduce data ingestion, and Sync Optimization for Salesforce for faster lead syncing. Read More Twilio Lets Users Combine CDP and Warehouse Data Twilio  has unveiled new features at the Snowflake Summit 2024 , enhancing interoperability between its Customer Data Platform (CDP) and data warehouses, enabling businesses to seamlessly convert disparate data points into complete, identifiable profiles to better understand and engage with customers. The Linked Audiences  and Segment Data Graph ( a framework that builds on Segment’s legacy of unifying customer profiles) features allow businesses to integrate real-time data from CDPs with comprehensive data from warehouses, enriching customer profiles and enabling more effective marketing campaigns. These advancements also facilitate the use of AI for predictive analytics, improving customer engagement and marketing ROI. Read More ABX Insights  Advanced Techniques for Optimizing Your GTM Strategy An optimized, advanced GTM strategy is crucial, especially as 80% of organizations now compete primarily on customer experience (CX), per Gartner. Meeting rising customer expectations requires an effective GTM approach. Demandbase delves into the following techniques to uplevel your GTM strategy. Data-Driven Decision-Making : With the world producing staggering amounts of data, leveraging analytics is non-negotiable. Data insights help identify high-value accounts, optimize campaigns, and enhance customer experiences. Automation : B2B automation aligns marketing and sales efforts, ensuring a seamless client experience. Automation increases efficiency, consistency, scalability, and offers real-time insights. From lead nurturing to customer support, automation streamlines operations and improves outcomes. Integrating ABX (Account-Based Experience) : ABX, an evolution of ABM (Account-Based Marketing), orchestrates relevant, trusted marketing and sales actions throughout the B2B customer journey. It’s customer-centric, focusing on personalized interactions tailored to individual account needs. Read More.   Resources 8 Attention-Grabbing Prospecting Phrases That Buck Conventional Wisdom Source: Hubspot This article, authored by Jeff Hoffman , a renowned sales executive and author of Your SalesMBA™, challenges traditional sales wisdom by promoting a more graceful approach to handling objections and rejections. The essence of fearless prospecting is not in stubborn persistence but in gracefully accepting a "no" and moving on to find new, more receptive prospects. Here are some unconventional opening phrases that can boost your prospecting efforts: "We haven't met before." "This call will take three minutes." "I'm lost. Can you help me?" "I don't know much about your company..." These phrases aim to set clear expectations and foster honest communication from the outset, which can enhance the effectiveness of your outreach efforts.  Read More AI Content Generators: I Tested 5 of the Best; Here's What I Found Source: Hubspot AI content generators like Narrato 's AI Content Genie are revolutionizing the way marketers create and schedule content. These tools are quick, intuitive, and capable of generating relevant content weeks in advance, thereby saving time and boosting efficiency.  This article reviews tools like Craiyon  and Rytr , highlighting their pros, cons, and best use cases.   Read More B2B Buyer Report: Top Technologies by Job Role in 2024 Source: HGInsights  HG Insights has released a comprehensive report detailing the top technologies used by various job roles across different departments. Key findings include: Most Widely Used Products:  Salesforce CRM and Google Workspace dominate across multiple roles. Top 25 Products by Popularity:  Salesforce is particularly prevalent in Sales, while AWS is favored in Engineering. Department-Specific Insights:  Tailoring products to meet the specific needs of different roles within an organization is crucial for maintaining customer satisfaction and relevance. This report is powered by HG Insights’ Functional Area Intelligence™, offering deep insights into the B2B technology landscape and helping companies make informed purchasing decisions . Read More Cold Email vs. Spam: 9 Ways to Know the Difference Source: Zoominfo Email remains a cornerstone of digital sales and marketing, but it's crucial to differentiate between cold outreach and spam. Effective cold outreach is personalized, relevant, and ethical , while spam is generic, irrelevant, and often breaches privacy regulations. Here are some key differences: Personalization vs. Generic Messaging Relevance vs. Randomness Ethical Sourcing vs. Dubious Collection Zoominfo outlines nine key differences, focusing on personalization, relevance, and compliance to ensure your outreach campaigns are both effective and respectful. Read More Salesloft's Unified Platform for Go-to-Market Teams Source: Salesloft Salesloft's integrated platform enhances team efficiency by consolidating tools for email marketing, customer intelligence, forecasting, and sales management. This unified approach reduces the time spent switching between applications and allows sales teams to focus more on customer interactions. By having all data and tools in one place, Salesloft users experience substantial and sustainable efficiency gains. Read More Upcoming Events June 11, 10:00am PT / 1:00pm ET.  From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth. Webinar from Demandbase. Register Here . https://www.demandbase.com/resources/webinar/sales-marketing-alignment-b2b-growth/ June 12, 10:00am PT / 1:00pm ET. Signal to Sale - Faster: Strategies for Empowering Every Seller . Webinar from ZoomInfo. Register Here July 9, Hong Kong. The MarTech Summit Hong Kong . Industry conference from BEETc. Register here  with code CDPI20 for 20% discount. We hope you find these insights useful for your marketing and sales strategies. Stay tuned for more updates next week! Follow NextGenABM ( https://www.linkedin.com/company/nextgenabm/ ) for more insights, news, and resources to help you succeed in account-based marketing. Visit our website ( https://www.nextgenabm.io/ ) to learn more about our mission and expertise.

We're delighted to announce that NextGenABM has officially become a partner of both HubSpot (as a Solution Provider) and Adobe (as a Bronze Solution Partner). This milestone recognizes our expertise in account-focused marketing and go-to-market processes, strategy, technology selection, implementation, and campaign services. At NextGenABM, we are specialized in ABM focused marketing and go-to-market processes, strategy, technology selection, implementation, and campaign services. Our in-house expertise includes modern pipeline marketing and revenue strategies, in-depth knowledge and admin-level experience with major B2B marketing and sales tech stack, and a proven track record of successfully leveraging platforms such as Hubspot, Adobe Marketo, to drive ABM-style campaigns for leading B2B SaaS brands. What does this mean for NextGenABM and our clients? Our new partnership status with HubSpot and Adobe grants us access to exclusive resources, training opportunities, and expertise recognition. This means we can continue to grow our Account-based Go-to-Market offerings, deepen our technical expertise in the HubSpot and Adobe ecosystems, and drive even better development solutions for our clients. We work with ambitious B2B businesses providing ABM/ABX strategy, pipeline generation campaign, and operations / program management services to grow our clients’ sales pipeline. Why not  take a look at our recent case studies  to see examples of the work we’ve delivered. Using Marketing Automation Platforms and Looking for ABM/ABX advice? If you're interested in learning more about our partnerships or need guidance on leveraging your marketing automation platform or customer data platform for Account-centric Go-to-Market strategies, don't hesitate to reach out . We'd be happy to share our expertise and help you achieve your goals.

As a former engineer turned B2B demand gen marketer 13 years ago, I've seen firsthand the importance of targeting the right audience with the right message. With the fall of Twitter, B2B marketers are scrambling to find new channels to reach and engage technical decision makers. That's where Threads comes in - a platform that's rapidly gaining traction and offering a unique opportunity for account-based marketing and lead generation. In this post, I'll share why Threads should be on your radar and how to leverage it to win over developers and drive success in B2B SaaS. What is Threads? Threads is the latest addition to the Meta family of social platforms. While it’s promoted as a text-based platform, users can share photos and videos, as well, with up to 500 characters of text. With more than 150 million monthly users, Threads became the fastest-growing social media platform in history . Recent data suggests Threads Is seeing more daily users in the US than X . The Rise of Threads: Twitter's decline has left a void in the market, and Threads is filling it. With its community-driven features, long-form posting capabilities, and hashtag campaigns, Threads offers a more engaging and targeted approach to reaching developers and technical decision-makers . As a B2B marketer, it's time to consider new channels and strategies to reach your target audiences. Why LinkedIn Shouldn't Be the Only Game in Town: While LinkedIn is a staple for B2B marketing, it's not the only platform worth considering. With its more formal and professional tone, LinkedIn may not be the best fit for every brand or audience. Threads, on the other hand, offers a more conversational and community-driven environment, making it an ideal platform for building relationships with developers and decision-makers. Why Developers Matter for B2B SaaS: Many executive decision-makers in your target accounts have a technical background , and many non-executive technical people are key advocates / influencers for your potential deals, thus, making developers a crucial audience for B2B SaaS marketing. By building relationships with developers, you can influence purchasing decisions and drive adoption within your target accounts. Threads' Unique Features for B2B Lead Gen: Threads offers a range of unique features that make it an attractive platform for Account-Based Marketing (ABM) lead generation. With its community-driven features, you can engage with developers and decision-makers in a collaborative environment, building relationships and trust. Share in-depth tutorials, case studies, and success stories through long-form posting capabilities, and utilize relevant hashtags to increase visibility and attract potential leads. Engage in discussions, host AMAs with industry thought leaders (many leading B2B SaaS have been doing this), and gather feedback through polls and surveys to refine your product approach. Share user-generated content to showcase customer success stories, and target specific accounts with developer-focused content to build credibility. Here are some of the product features that Threads is currently offering: Post : Threads allows users to share posts with a maximum of 500 characters and also include links, photos and videos. Video : Threads allows users to share videos no longer than five minutes Organic Traffic : Brands can still benefit from creating a profile and potentially getting organic traffic. Branded Content : It seems that the Threads team has already working on making their branded content tools available in the not too distant future. In my opinion, Threads offers a unique opportunity for B2B marketers, and, it is currently a relatively untapped 'white space', where B2B demand gen marketers can establish a strong presence and gain a competitive edge . A Winning Strategy for B2B Marketers: Phase 1: Building Brand and Establishing Thought Leadership In this phase, create a strong presence on Threads by sharing valuable, informative, and engaging content that showcases expertise and understanding of technical audiences. Utilize Threads' features like polls, questions, and discussions to encourage interaction and build a community around the brand. Collaborate with influencers and other industry leaders to expand reach and credibility, and share user-generated content and customer success stories to build trust and social proof. Phase 2: Driving Organic Lead Generation In this phase, share gated content, such as eBooks, whitepapers, and webinars, to capture leads and build a database of interested professionals. Utilize Threads' features like links and cards to drive traffic to landing pages and websites, and host AMAs (Ask Me Anything) and live sessions to build relationships and generate leads. Share case studies and success stories to demonstrate expertise and build credibility, and use Threads' analytics to track engagement and measure the success of lead generation efforts. Phase 3: Leveraging Future Paid Ads and Targeting In this final phase, wait for Threads to introduce paid advertising options and targeting capabilities, and then utilize these features to target specific audiences, such as job titles, industries, and behaviors. Create targeted ad campaigns to drive lead generation and complement LinkedIn ads, and monitor and optimize ad performance to ensure maximum ROI. By leveraging paid ads and targeting, B2B marketers can amplify their demand generation efforts and reach a wider audience of technical professionals. Here is a B2B SaaS example that leverages Threads effectively: Hubspot : HubSpot, a leading marketing, sales, and customer service platform, has achieved remarkable success on Threads, a social media platform, with an impressive nearly 100k followers within less a year . By leveraging Threads' unique features and engaging with its audience, HubSpot has effectively expanded its B2B marketing reach , built thought leadership in the B2B marketing and sales tech space , and driven demand generation . HubSpot's ability to create and share engaging content, effective use of Threads' features (such as polls, questions, and discussions, to engage with its audience and encourage interaction), consistent posting schedule have contributed to its success, making it a go-to partner for businesses looking to optimize their marketing and sales efforts. Measuring Success: While Threads currently supports hashtag search with a twist and some limitations, you can still track the success of your B2B Demand Gen impacts from Threads by monitoring engagement metrics and leveraging UTMs. Here are some ideas to do so: Engagement metrics : Threads provides basic engagement metrics like likes, comments, and shares. You can track these metrics for each post to gauge its performance. UTM tracking : You can add UTM parameters to the links you share in your Threads posts. This allows you to track clicks, conversions, and other metrics sourced from your Threads campaigns in your analytics or MAP tools. Third-party analytics tools : Some third-party analytics tools, like Hootsuite or Sprout Social, offer Threads integration and provide more comprehensive metrics and insights. Hashtag tracking (indirectly) : You can use a third-party tool like Hashtagify or RiteTag to track the performance of specific hashtags across social media platforms. This can give you an idea of the hashtag's overall popularity and relevance, segmented by platforms / sources. Conclusion: As a B2B marketer, it's time to think outside the box and consider new channels and strategies to reach new audiences in your target accounts . You should consider building a brand and community on Threads, even without ads targeting features yet , due to its potential for long-term strategy and potential for future lead gen tools, differentiation from competitors, content amplification capabilities, and early mover advantage in establishing thought leadership. Don't miss out on this chance to get ahead of the curve and unlock lead gen potential on Threads.