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29th Edition (Published on Mar 4) Welcome to the 29th edition of The ABM and ABX Pulse , where we tackle one of the biggest challenges facing marketers today: Digital Fatigue . With buyers inundated by emails, ads, and AI-generated content, how can marketers stand out? This week, we explore innovative solutions - from out-of-home (OOH) advertising  to AI-powered intent data  - so you can drive real engagement with high-value accounts. Let’s dive in. 🚀 The ABM Pulse: Must-Know Industry News 🔎 Demandbase’s Insights on Buyer Intent Demandbase’s latest report,   Buyer Intent Explained: Why It Matters & How To Use It , highlights how intent signals can transform sales and marketing. By analyzing in-market behaviors , marketers can prioritize high-value accounts, personalize outreach, and accelerate conversions. If you’re not leveraging intent data, you’re already behind. 👉 Read more 🎮 6Sense Dominates the AI Powered Sales Tech Landscape 6Sense has been named a top AI-powered account engagement platform  in the 2025 Sales Tech Market Map. It helps B2B companies predict revenue growth by identifying buying behaviors early, ensuring marketers engage the right accounts at the right time. 👉 Read more 🤓 Madison Logic has launched The ABM Certification - Essentials It is a comprehensive course designed to equip marketers with practical strategies for executing high-impact ABM campaigns.  👉 Read more 🎙 Voices of Influence: Insights from Industry Icons 👀 Out-of-Home (OOH) Ads: A Secret Weapon for ABM? Think OOH is outdated? Think again. Charlie Riley, Head of Marketing at OneScreen.ai ,  reveals why OOH advertising is making a comeback for ABM. 🌟 Digital Fatigue is Real : Buyers are overwhelmed with digital ads and emails. OOH cuts through the noise. 🔄 Trackable & Data-Driven : With mobile IDs and geofencing, OOH ads are now measurable and can integrate seamlessly with digital campaigns. 🔍 ABM-Specific Targeting : Want to engage high-value accounts? Map OOH placements near HQs, conference venues, or commute routes. 👉 Watch the full discussion:   OneScreen.ai 🔥 What’s Trending: Hot Picks This Week 📈 AI Search Traffic Surge : Traffic from AI platforms like ChatGPT and Perplexity is skyrocketing . Marketers must adapt content strategies accordingly.  🤖 Meta’s AI Play in GTM : Meta is rolling out AI chatbots to make AI-powered customer interactions available to all sizes of businesses .  🎥 CTV & ABM : Connected TV (CTV) is becoming a powerful tool for personalized, high-impact B2B advertising . 🛠 Martech Spotlight: New Tools & Innovations 💡 HubSpot’s AI-Driven GTM Agents HubSpot has launched three new AI-powered GTM agents  to enhance marketing automation: Breeze Social Media Agent : AI-generated posts optimized for engagement. Breeze Content Agent : AI-driven content creation for blogs, case studies, and landing pages. AI Lead Scoring : Smarter sales prioritization based on AI-driven predictions. 💪 Scalestack: AI for GTM Ops Scalestack is an agentic, enterprise-grade GTM Ops automation platform  that helps revenue teams automate CRM hygiene, data enrichment, and segmentation. Companies like MongoDB and Redis are already using it to scale more efficiently. 📚 Knowledge Vault: Must-Read Resources 📖 2025 CMO Outlook Guide  This newly published guide from Demand Gen Report  covers key B2B trends: 🤖 AI Agents Redefining Workflows : AI-driven assistants are transforming marketing productivity. ✨ The ‘Answer Economy’ is Here : B2B buyers want direct answers, not keyword matches. 🔑 Data Privacy & Personalization : Marketers must balance personalized experiences with privacy compliance. 👉 Read more:   CMO Outlook 2025 🔦 Case Study: Dremio’s 90% Pipeline Boost with 6Sense and ABM Strategy  Dremio integrated 6Sense’s predictive intent data with Google Ads , driving: 🌟 90% increase in pipeline from Google Ads 💡 115% lift in sales-qualified opportunities 👉 Read the full case study:   Dremio x 6Sense ⚡ Execution Edge: Tips & Tricks for ABM Success 🔍 Use Intent Data for Competitive Campaigns : Identify and target competitors' customers actively researching alternatives. Tools like  G2 Buyer Intent data  can help.  📈 Interactive Product Demos Boost Conversions : Prospects who try before they buy are 82% more likely to convert. 🎯 Your Best Audience = Engaged Audience : Retarget social media and site visitors who have interacted with your content in your Paid Social programs. ( Source ) 🎤 ABM Insider: Must-Attend Events 🔬 6Sense Webinar: Intelligences That Work   – March 25, 2025, 8am PDT: AI-powered intent data and automation strategies.  🌟 MarTech Conference (Online, Free) : The latest in marketing technology and innovation. 💬 Quote of the Week “A major blind spot in marketing is assuming everyone knows who you are. Clear messaging is key. Many brands use messaging that already assumes people know who you are or what you offer. ”   — Eric Munn, Director of Marketing, Chicago Transit Authority That’s a wrap for this week’s ABM Pulse ! Which of these trends will you integrate into your ABM strategy? Reply and let us know! More Insights Like This? Subscribe  to our Weekly Newsletter or follow us on LinkedIn for the latest ABX trends, tips, and resources. We appreciate your feedback: info@nextgenabm.io . NextGenABM transforms B2B marketing and sales strategies for ROI-driven results. Ready to start your ABM journey or enhance your current program? Let's talk .

16th Edition (Published on Nov 4) This week, we explore the power of account-based strategies  and technologies in reshaping B2B digital advertising . From harnessing AI-driven accounts and personas audience engagement in new channels (e.g., programmatic ads, Connected TV, etc.) to using privacy-first approaches, it’s a landscape full of both opportunity and complexity. So, how can we work smarter, not harder, to ensure every engagement is targeted, relevant, and impactful? Let’s dive in and find out. Editor's Notes: Navigating the New ABM Frontier In this ever-evolving digital landscape, two key concepts have resonated with me deeply this week: Defining Account-Based Marketing (ABM) : ABM is a strategic approach  to designing and executing highly-targeted and personalized  marketing programs with specific accounts. ( Insight courtesy of Momentum ITSMA ) Value-Driven BDR Interactions : Did you know that buyers typically complete 70% of their journey before ever speaking to a sales rep? This means our BDRs teams need to rethink their engagement tactics. Rather than pushing for early discovery calls or demos, focusing on educational content and genuine insights  helps guide buyers naturally through their decision-making process. ( Thank you, 6sense )  Editor's Pick: Demandbase Unveils 2024 ABM Trends - How AI and Privacy-First Strategies Are Transforming B2B Advertising Demandbase’s 2024 State of B2B Advertising Report  highlights critical trends like the integration of AI, cross-channel campaigns, and privacy-first advertising. With AI-powered automation leading the charge, programmatic ads  and Connected TV (CTV) have become central to boosting ROI. A cross-channel approach is proving invaluable, especially as businesses navigate evolving buyer expectations. Key Takeaways: Privacy-First Strategies : Marketers must adapt to privacy-centric approaches while maintaining effective targeting. The Rise of Influencer Marketing in B2B : Authentic voices are increasingly crucial for establishing trust. Automation Dominance : Programmatic ads have replaced manual ad placements, becoming the gold standard for precision and ROI . Deep dive our programmatic ads insights .  Cross-Channel Integration : Combining platforms like LinkedIn and Connected TV (CTV) maximizes engagement, as proven by substantial uplift in conversions when used together.  Read the full report   here . Industry News & Research ABM Benchmark Report 2024: Why ABM Leaders Outshine Laggards with CMO-Level Integration The eighth annual ABM Benchmark Report by Momentum ITSMA shows that organizations succeeding with ABM treat it as a company-wide strateg y, led by CMOs  and embedded throughout all departments. These ABM leaders focus on data integration , sophisticated content personalization , and strategic account selection , achieving greater ROI. Notable Findings: 87% of marketers expect ABM budgets to grow by 9%  in the next year. Cross-functional alignment is a key differentiator for top-performing ABM programs. Establish Trustworthiness: subject-matter experts and senior executives are deemed most trustworthy (73%), while salespeople/account managers are less trusted (18%), highlighting the importance of leveraging trusted voices and influencers .  Fully leverage first- and third-party intent data and establish a consistent account selection model  across ABM programs and sales segments.  Customer data platforms  and account intelligence  are weak spots for ABM laggards.  Read more at   Momentum ITSMA . State of Demand Gen 2024: The Shift Towards Precision, Quality, and AI-Driven Lead Strategies The latest Demand Gen Report by Activate highlights a shift towards precision marketing, with an emphasis on ABM and AI use cases for improving ROI. B2B marketers are increasingly leveraging predictive analytics and real-time data to optimize lead nurturing and paid search efforts. Insights to Note: ABM, Lead Nurturing, and Paid Search are expected to see increased investment  in the next 12 months, replacing Content Syndication and Email Marketing as priority areas. High-ROI content like case studies  and in-depth whitepapers  are crucial for mid-to-late funnel success. ( Image courtesy of Activate's State of Demand Gen 2024 report) There’s a growing focus on sharing engagement history  and lead scoring data with sales teams to improve outcomes. Get your copy of the full report   here . Optimizely’s Personalization Breakthrough for Real-Time Targeting Optimizely launched its new personalization product to address the challenges of fragmented data and workflow inefficiencies. It boasts real-time targeting, a flexible audience builder , and predictive content delivery . Yet, it lacks a true account-based view based on our discovery, which may prompt marketers to seek more robust ABM personalization platforms (like for example, Navu ). Check out their interactive demo   here . ABX Insights from Industry Icons: 2025 Programmatic Ads Playbook - Mastering Targeting and Impact in Digital Advertising As programmatic ads gear up to dominate 86% of ad revenue by 2026, top brands are already refining their strategies to stay ahead. We recently attended a session on how investing in cutting-edge targeting and real-time audience engagement can deliver exceptional ROI for your next ABM campaigns.  Key Learnings from Industry Leaders: Programmatic digital advertising  isn't just about automation; it's about strategically placing your message where it matters most. By leveraging Page Context AI , you can align your ads with relevant website content , amplifying engagement and ensuring your messaging resonates at the perfect moment. Persona-Centric Targeting : Develop hyper-relevant messaging tailored to different personas, ensuring maximum impact and resonance throughout the customer journey. Cookieless Future:  Adopt innovative, cookieless targeting techniques to reach your audience effectively as data privacy regulations evolve. NextGenABM  is an official Solution Partner of both Demandbase  and HubSpot . Contact us  to discuss more potential ABM integrated campaigns use cases. Top Tools & Resources for ABM Champions Large-Scale Personalization in Digital Advertising using 6Sense: A Step-by-Step Guide Achieving genuine, impactful personalization at scale is not only possible but a key differentiator in ABM success. With 6Sense, you can achieve genuine, impactful personalization at scale. This guide will walk you through the process of using 6Sense to predict buyer behavior, manage digital ad campaigns, and deliver personalized content to the right accounts at the right time. Step 1: Predict Buyer Behavior Use 6Sense to predict where buyers are in their journey Determine what type of content they should receive and when sales should reach out Measure how much you've influenced them and how strong of a fit they are Step 2: Manage Digital Ad Campaigns Manage digital ad campaigns directly in the 6Sense platform Deliver relevant content via resonated messaging in the right buying timing to the right account 2025 Demand Gen Marketing Planning Strategy Workshops The 2025 planning guide by Demand Gen Report emphasizes agility and responsiveness in marketing strategies. As buyer expectations evolve, traditional annual plans are giving way to more flexible, dynamic frameworks. The guide includes expert advice on how to craft marketing plans that win over CFOs and adapt in real-time. Top Recommendations: Masterclass on securing budget approval with data-driven strategies. Insights on creating adaptable demand-gen frameworks to thrive in 2025.Access the full recordings   here . 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  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 → CTV Vibe Check: A Performance Channel Masterclass Date: November 19, 2024Discover how CTV has evolved into a crucial performance channel. MNTN’s research outlines best practices and strategies to optimize CTV ads for demand generation success. Join the Event . 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 .

28th Edition (Published on Feb 18) The ability to scale personalization efficiently  is now a key differentiator in B2B marketing, especially in ABM/ABX. With AI-driven tools transforming content creation, outreach, and engagement , marketers finally could achieve hyper-personalization without sacrificing efficiency or ROI. This week, we’re diving into how leaders like ZoomInfo, SalesLoft, and Vidyard  are making personalization more automated, scalable, and cost-efficient , as well as discussing the strategic takeaways  from a survey from 300 B2B marketing leaders . If your goal is higher conversion rates, lower cost, and smarter ABM execution , this is your must-read edition! Must-Know Industry News  🎯 ZoomInfo & SalesLoft Unveil AI-Powered Personalization  ZoomInfo and SalesLoft have introduced automated buying signals and AI-powered pre-meeting briefs  - a game-changer for revenue teams. 🔹 ZoomInfo & SalesLoft’s New Signals: AI now automatically detects buyer intent signals and triggers customized outreach sequences in real-time. 🔹 AI-Powered Pre-Meeting Briefs: Compiles data from past interactions, AI summaries, and CRM insights to prepare sales teams before calls.  🔹 ‘Won Deal in Similar Accounts’ signal: Pinpoints accounts that resemble recent closed-won deals. 📖 Try Co-Pilot Now 🎥 AI-Generated Video Messages: The Next ABX Personalization Breakthrough Vidyard’s Video Sales Agent  is taking AI-powered video personalization to the next level. This new solution automatically creates customized, AI-driven video messages  for prospects, driving engagement and pipeline velocity. 🔹 300% higher click-through rates for emails with video, per Vidyard. 🔹 AI avatars automate video creation for lead nurturing, prospecting, and meeting follow-ups.  🔹 Direct integrations with Salesloft, HubSpot, Marketo, and Salesforce ensure seamless execution. 📖 Explore the tool: Vidyard’s AI-Powered Video Sales Agent 🎨 HubSpot & Canva Partner for Streamlined Campaign Creatives Creation A new HubSpot-Canva partnership  brings Canva’s Magic Studio AI tools  directly into HubSpot, enabling marketers to create on-brand content for your campaigns faster  than ever. 🔹 Seamless workflow - no need to leave HubSpot to design marketing assets.  🔹 AI-powered design automation simplifies content creation for emails, social posts, and landing pages.  🔹 Team collaboration: Comment, share, and iterate on designs within one platform. 📖 More details: HubSpot & Canva AI Integration 💡 Hyper-Personalized Omni-Channel Campaigns: Tofu’s $12M Bet on Streamlined GTM Execution Tofu, an AI-powered omni-channel campaign automation  platform, just raised $12M  in Series A funding to simplify martech stacks  for GTM teams. 🔹 12x revenue growth & 36x surge in content generation in one year. 🔹 75% reduction in campaign creation time for marketing teams, per Tofu. 🔹 AI-driven hyper-personalized, omni-channel campaigns improve conversion rates by 230%, according to Tofu. 📖 Check out Tofu: TofuHQ AI-Powered GTM ABM / ABX Insights from Industry Icons 📈 ABM Leaders Outperform by Prioritizing Personalization Strategy & Account Intelligence New research from Momentum ITSMA  - a Leading ABM company, reveals that ABM leaders consistently achieve higher ROI  by focusing on deep account intelligence, personalized engagement, and full sales-marketing alignment. 🔹 39% of ABM leaders fully leverage account intelligence, versus just 25% of laggards. 🔹 ABM leaders prioritize trust, fresh ideas, and innovation—not just relationships with sales reps.  🔹 Personalization wins: 37% of leaders leverage deep content personalization vs. 26% of laggards. 📖 Read the full report: Momentum ITSMA ABM Leadership Insights 🚀 AI Is a BDR’s Best Friend, Not a Replacement 6sense's research on State of the BDR 2025 Report  has confirmed that AI is enhancing, not replacing  sales development roles. Despite concerns about automation taking over, the data shows BDR teams growing, performing better, and hitting higher quotas  thanks to AI integration. 🔹 62% of BDRs say AI increases productivity, jumping to 70% for active AI users.  🔹 High-support BDR teams outperform peers by 15% in quota attainment.  🔹 AI-driven email writing tools are leading the way, with 62.5% adoption. 📖 Read more: 6sense 2025 BDR Benchmark Report 📚 Resources: Insights You Can’t Miss 🎙 Episode 152: Account-Based Content Marketing—Case Study 🔹 Learn how Certn built a content strategy aligned with ABM. 🔹 Key takeaways on hyper-personalization, buyer personas, and real-time iteration . 📖 Listen to the episode 📊 Data Enrichment: Next-Gen AI Insights 🔹 AI is revolutionizing how marketers enrich and utilize customer data. 🔹 Learn the best practices to improve decision-making with AI-powered data insights. 📖 Read more 🎤 Must-Attend Events: Stay Ahead of the Curve 🚀 The 2025 ROI Lab for Marketers 📅 February 18, 2025 | Virtual | 9 AM PST 💡 Focus: Cutting inefficiencies, optimizing marketing impact, and driving higher ROI. 🔗 Register: Demandbase ROI Lab 📍 B2B Marketing Exchange West 2025 📅 February 24-26, 2025 | Scottsdale, AZ 💡 Focus: ABM strategies, GTM innovation, and sales enablement. 🔗 More info: B2BMX West 2025 📍Salesforce Hands-On Workshop 📅 February 25, 2025 | Virtual | 9 AM ET 💡 Learn how to scale sales teams, optimize sales development, and leverage AI for better coaching. 🔗 Register: Salesforce Workshop 💬 Quotes of the Week “ The engagement metrics tell a clear story - the most successful B2B products in 2025  won't be destinations. We're consistently seeing 3-4x higher adoption  when products enhance existing workflows versus asking users to adopt new platforms . The winners are building intelligent layers, not new destinations.” — Founder & CEO of an AI-first sales tech unicorn 📢 Closing Thoughts: The Road to More Efficient Marketing Efficiency is the name of the game in 2025, and B2B marketers who optimize their processes with AI, ABM, and automation  are seeing significant gains in ROI. From AI-powered sales acceleration to data-driven ABM strategies, the smartest marketing teams are automating where it matters, refining targeting with data-driven insights, and leveraging AI to do more with less.   The question is: how are you optimizing for efficiency and ROI in your strategy? More Insights Like This? Subscribe to our Weekly Newsletter or follow us on LinkedIn for the latest ABX trends, tips, and resources. We appreciate your feedback: info@nextgenabm.io . NextGenABM transforms B2B marketing and sales strategies for ROI-driven results. Ready to start your ABM journey or enhance your current program? Let's talk .

27th Edition (Published on Feb 10) As the B2B landscape continues to evolve, the integration of agentic AI and advanced GTM strategies is becoming indispensable for marketing and sales teams. This week’s roundup we focus on how they are reshaping account-based GTM, sales workflows, and customer experiences. From groundbreaking product launches to strategic partnerships, here are the top insights you need to know. Must-Know Industry News - Agentic AI for GTM and More ZoomInfo’s Guided Intent: Connecting the Dots Between Intent Signals and Revenue Ever bothered by too many signals? ZoomInfo’s new Guided Intent innovation eliminates guesswork from tracking buyer intent signals.  By analyzing historical CRM data, this AI-powered dashboard recommends intent topics that correlate with successful conversions. Marketers can hyper-target high-intent prospects, optimize campaign messaging, and time outreach for maximum impact. Try Now.   Why It Matters:  This innovation underscores the importance of leveraging historical data to identify the most relevant GTM signals.  Salesforce Agentforce 2.0: AI Agents in the Flow of Work Salesforce’s new release of Agentforce 2.0  introduces a robust platform for deploying autonomous Sales AI agents within CRM and other systems.  The platform’s enhanced agent builder interprets natural language instructions, enabling teams to onboard AI agents for sales, marketing, and service tasks. Potential use cases include the creation of autonomous AI agents that can nurture leads based on your rules of engagement and provide instant feedback on prospecting calls. Why It Matters:  This is a significant advancement for ABM practitioners looking to scale personalization and prospecting efforts. HubSpot’s Agent.ai : Explosive Growth HubSpot’s Agent.ai platform surpassed 500,000 users within months of its launch ,  signaling a rapid adoption of agentic AI technology. Built to automate multi-step CX processes, the platform empowers teams to test, deploy, and optimize custom AI agents. Why It Matters:  The rise of agentic AI exemplifies the growing trend toward autonomous, proactive systems in B2B marketing. AI Avatars: A New Wave in GTM Agents AI avatars are rapidly emerging as essential tools for augmenting sales and marketing workflows.  Leading video marketing companies, e.g. Vidyyard has seen the adoption of agentic video experience by over 12 x since launch in 2024 . The best sellers are using these tools to unlock personalized videos outreach at scale, aligning perfectly with ABM’s demand for personalized engagement. Quora Partners with Bombora for ABM Targeting Quora’s strategic partnership with Bombora allows B2B advertisers to access 450+ audience segments and leverage ABM targeting capabilities .   Why It Matters:  This integration enables precise targeting of decision-makers within Quora’s highly engaged user base, creating natural engagement opportunities for ABM marketers. Salesloft’s Influence Model: Beyond Attribution Salesloft introduces Influenced Outcomes , redefining sales workflow insights by shifting from traditional last-touch attribution to engagement-based influence measurement. This empowers sales teams to track how Cadences and Plays contribute to revenue outcomes, pipeline growth, and average sales cycle length. Why It Matters:  Understanding engagement workflows’ overall impact helps marketers make data-informed adjustments for maximum revenue impact. ABM / ABX Insights from Industry Icons 2025 CMO Outlook: The Road Ahead for ABM DemandGen Reports highlights the shift toward agentic AI, predictive analytics, and dynamic segmentation for enhanced ABM strategies.  The “do more with less” mantra is driving marketers to consolidate tech stacks while leveraging AI for personalization and efficiency. CMOs are also emphasizing the importance of authenticity and transparency as AI takes a more central role.  Read More Top Tools & Resources for ABM Champions  LeanData’s GTM Trends Report:  Learn how top-performing teams are leveraging agentic AI and PLG models to outpace competitors. Watch Now Salesforce’s Playbook to Unlock Limitless Sales with Agentforce:  Build your own limitless sales team with Agentforce. Watch Now Demandbase Launches New ABM Certifications:  Demandbase introduces two new certifications: Account-Based GTM and Account-Based Measurement & Reporting. Learn More By embracing the power of agentic AI, marketing and sales teams can unlock new levels of personalization, efficiency, and strategic insights. From ZoomInfo’s Guided Intent to HubSpot’s Agent.ai , the tools are here to transform your GTM strategy. The key is to start experimenting and adapting these technologies to fit your unique needs. 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 marketing and go-to-market. Looking to start your ABM journey or need help with your current program? Let's talk .

26th Edition (Published on Feb 3) Editor's Notes:  Account-based marketing often carries a reputation for being complex and costly, being seen as a strategy reserved for large enterprises with extensive resources. But the reality is much different.  Let’s break down some common myths and highlight how even startups and scale-ups can succeed in generating pipelines with ABM strategy without stretching their budgets: ABM doesn’t need to stand alone: Integrating it with your overall growth or go-to-market strategy creates a more balanced and effective approach for pipeline gen.  No Need for Expensive Tech:  SMBs don’t need the latest and greatest tools to get started. Low-cost digital technologies can handle and automate many ABM tasks (e.g. account research, personalization) traditionally done by expensive resources. DIY ABM is Possible:  Many companies are already piecing together unbundled solutions, from intent data sources to email platforms. Emerging Affordable AI Solutions:  With innovations like Deepseek making AI solutions more accessible, we expect startups to develop affordable AI tools that democratize ABM. By focusing on strategy , efficiency , and leveraging emerging technologies , SMBs can tap into the power of ABM without breaking the bank. With new tools like Jasper Studio , PathFactory among many others paving the way, the democratization of ABM is here.  Let’s take a deeper! Must-Know Industry News of This Week Jasper Empower Marketers to Build Their Own ABM App   Jasper’s new AI Studio enables marketers to design and build custom AI applications without needing IT expertise. With a no-code interface and Slack integration, marketing teams can connect to relevant data sources and configure prompts, speeding up time-to-market. Why It Matters:  Marketers can create custom ABM apps  to conduct account research, recommend key accounts, and personalize outreach strategies. PathFactory Streamlines ABM Campaign Launches PathFactory has introduced new out-of-the-box templates  for 1-to-Many and Demand-Gen Starter campaigns. These templates help marketers quickly launch customized campaigns by packaging account-specific content or mapping existing content to the right accounts—all without needing IT. What We Love:  The new AI-powered content journey personalization  features enable marketers to deliver tailored content throughout a target account’s buying journey at scale. Ads in Threads: The Next B2B Frontier for Developer Audiences? Meta begins testing ads in Threads,  their newest, fast-growing social app where technical and developer audiences are active. Businesses can extend campaigns to Threads with minimal creative effort. Community-led growth  is a high-ROI, low-effort strategy for targeting SaaS startups and scale-ups. ABM Implications:  Threads offers a fresh way to engage B2B technical and developer audiences - key internal decision-makers. Check out our take on Threads for B2B marketing. Google Open Sourced Its Campaign Analytics Solution  Google’s open-source marketing mix model , Meridian, helps marketers make data-driven budget decisions by analyzing multi-channel campaign performance and incorporating real-world experiments. Start here .  Why It Matters : Meridian’s ability to integrate incrementality experiments and offer granular insights makes it a game-changer for measuring multi-channel ABM effectiveness. ABM / ABX Insights from Industry Icons ABM on a Budget? A Practical Guide.  Building a successful ABM strategy doesn’t require a massive budget or complex infrastructure. With thoughtful planning and smart execution, companies of any size can achieve meaningful results. Here’s our practical guide to getting started if you're on a tight budget for ABM: 1. Start Small and Strategically Begin with a handful of target accounts for your pilot campaign. Focus on one or two channels that align best with your prospects' behaviors instead of spreading resources too thin. 2. Prioritize Smartly Set Trackable Goals: Define what success looks like - whether it’s increased engagement with decision-makers, booked meetings, or account-to-pipeline conversions. Pick just 1-2 metrics that can be tracked manually. Prioritize the In-Market Accounts: Prioritize accounts showing strong buying signals. Startups often rely on tools like Cognism or 6sense to pinpoint ideal in-market prospects with third-party signals. Demandbase also has a  free Intent data trial . If you lack third-party intent data providers, use first-party insights from your MAP or CRM.  Select 1- 2 Channels: Focus on channels that offer the highest potential engagement based on your target audience's behavior. 3. Leverage AI to Maximize Efficiency AI for Prospect Research: Tools like HubSpot’s Prospect Research Agent  deliver detailed buyer insights quickly, eliminating the need for manual LinkedIn searches and turning surface-level data into actionable insights. AI for Personalized Engagement: Use generative AI tools, as I discussed in a recent blog  published on the Copy.ai website, to craft personalized content and messaging tailored to your target accounts' industry challenges. For deeper engagement, consider building account-specific website experiences with tools like PathFactory . 4. Track Effectiveness Simply Don’t over-engineer analytics during the pilot phase. A simple Google Sheet can be sufficient for tracking campaign metrics and progress until you’re ready to scale. 5. Build Your Tech and Process Foundation Incrementally Fully Utilize Your Existing Tools: Maximize the value of your current tech stack before investing in expensive platforms. For example, rethink how you use the Account object in Salesforce by tracking all activities at the account level, instead of Lead . Map every contact, conversation, and touchpoint back to the Account , Identify and manage buying committees within your CRM, etc. Scale When Ready: Once your pilot program proves successful, consider investing in advanced ABM platforms with scalable pricing and robust features for account identification, intent tracking, orchestration, and analytics. Final Thought: The key to ABM success on a budget is prioritization . Focus on high-quality engagement with a smaller number of accounts, track results manually, and make data-driven optimizations as you scale. Build your tech and process foundation gradually for long-term success. 2025 Full-Funnel ABM Playbook by Madison Logic B2B marketers are increasingly adopting multi-channel ABM strategies to stay competitive. Investment in social media advertising, AI tools, and podcast advertising is on the rise. Read Here Our Take:   To engage Millennial and Gen Z decision-makers who now dominate purchasing decisions, it’s critical to think beyond traditional marketing channels. It is essential for B2B marketers to experiment with  influencer campaigns, Connected TV (CTV), and podcast advertising . Madison Logic’s playbook highlights the need for a balanced approach - leveraging both established channels like LinkedIn and emerging platforms where decision-makers are increasingly active. The Case for ABM on a Budget: Lauren St. Amand, EVP at StarCompliance, emphasizes that strategic targeting and leveraging existing resources are key in budget-constrained environments . She suggests using CRM data to identify target accounts and creating tailored retargeting ads on LinkedIn with as little as $1,000. The Mere Exposure Effect in B2B:  Riaz Kanani from RadiateB2B highlights how repeated, short bursts of messaging help maintain top-of-mind awareness without overwhelming prospects . Decision-making cycles are long, making spaced communication essential. Top Tools & Resources for ABM Champions  Take Full Advantage of Free but Powerful Tool s: 6Sense Sales Velocity Calculator:  Measure and optimize your sales velocity KPIs. Explore Here Demandbase Target Account List Calculator:  Calculate your TAL size based on funnel and sales team dynamics. Try It Demandbase Free Intent Data Trial:  Ideal for SMBs starting with ABM, this tool helps identify “in-market” accounts without a hefty investment. Try It Combine Your Demand Gen and ABM without Tech Stack Bloat:  Explore strategies to integrate demand gen and ABM effectively without overwhelming your tech infrastructure. Learn More Matik.io :  This Chrome extension integrates seamlessly with Google Slides and Sheets, automating report and presentation updates. Actionable Sparks of This Week  Leverage AI for Prospect Research:  Hubspot's Prospect Researcher Agent delivers detailed insights on key buyers in seconds—perfect for personalized outreach. DIY ABM Campaigns:  Start with a small list of high-value accounts, define goals, and prioritize 1-2 channels for engagement. Upcoming Events We’re Attending  GTM Hot Takes Show: Cold Email is Dead—Long Live LinkedIn DMing Thu, Feb 6th | 11:00 AM ET Register Here Inside the C-Suite: Top 5 GTM Metrics CXOs Use to Drive Growth Tue, Feb 13th | 10:00 AM PST Event Details 2025 ROI Lab for Marketers by Demandbase Tue, Feb 18th | 9 AM PT / 12 PM ET Learn More 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 .

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 .