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

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

December’s quiet weeks often leave marketers catching up on tasks or waiting for the new year to kickstart initiatives. But what if you could use this time to unlock game-changing efficiencies and strategies ?  By combining the power of Gen AI with Marketing Automation and CRM platforms, you can create personalized experiences, automate complex workflows, and unlock actionable insights - without waiting for IT or Ops to catch up. With tools like ChatGPT and Google Colab, w ith a little curiosity  and a “DIY” spirit , even non-technical marketers can generate and implement API-based solutions in a matter of days . Whether you’re optimizing GTM flows, aligning sales and marketing efforts, or testing new ideas, the possibilities are endless. Let’s go!  The DIY Magic of APIs Think APIs are only for coders? Think again.  These tools are becoming increasingly accessible, allowing marketers to bypass long waits for Ops or IT support or new tool purchases.  For example, the Marketo API Library  gives you direct access to Marketo’s API for tasks like creating custom workflows, importing leads, or managing marketing assets. Similarly, Salesforce API Library  enables you to automate and customize processes for seamless collaboration between sales and marketing teams. Some advanced marketing technologists, like Jep Castelein, have created Python libraries to make these APIs more accessible. You don’t need to be a developer to leverage them. Platforms like Google Colab make experimenting your strategic ideas and execution easier than ever, offering a simple interface to test API scripts in your browser.  Using it feels as intuitive as working with Google Docs. Imagine building an internal solution in days instead of waiting weeks for external tools. In my experience, leveraging these APIs has saved hundreds of hours and significantly improved GTM efficiency . If I can do it, so can you! Kickstart with Gen AI Diving into API-based innovation is easier than you might think, especially with the help of Gen AI. Here’s how you can get started with Marketo APIs, no need to code, a process you can also apply to other GTM platforms like Hubspot, Salesforce, Demandbase, and beyond. Set Up Access: Start by obtaining the necessary credentials from your operations team or by setting up a developer account. You’ll need a munchkin ID , client ID , and client secret  to access the API. Keep these credentials secure and never share them publicly. Choose Your Tools: Python is ideal for working with APIs, and Google Colab  makes the process even easier. This browser-based Python environment requires no setup and allows you to write, test, and execute your scripts with ease. Leverage Gen AI: Gen AI tools like ChatGPT can help you quickly generate code for your API needs. Here’s how to make the most of it: Example Prompt : “Provide a Python code snippet that uses the Marketo API for updating leads. Use the package from this GitHub repository: https://github.com/jepcastelein/marketo-rest-python . Make it compatible with Google Colab. Make the code simple.” Generated Code Example : ChatGPT 4-o will provide a Python script tailored to your query. Copy the code, paste it into Google Colab, and click "Execute." Test and Customize: Based on my tests, for straightforward flows in this use case, using the prompt above, ChatGPT-generated code is often 95+% ready to use with minimal adjustments. For more complex workflows, it can provide up to 80% of the necessary logic, offering a solid foundation for customization based on your unique GTM requirements. Real-World Example: Turning Quiet Time into Strategic Wins Holiday lulls are a perfect time to tackle challenges that often get buried in the rush of day-to-day operations. For example, SDR and BDR teams frequently struggle with lead validation and rules of engagement - especially in enterprise ABM scenarios, where account attributes, buying committee behaviors, and rules of engagement often create inefficiencies and delays. To address this, a couple years ago, I leveraged Salesforce and Marketo APIs to build an internal tool that simplified and streamlined these processes. It was outside my usual scope of work, but I thoroughly enjoyed the challenge! Here’s how I approached it strategically: Diagnose the Challenge : I mapped the lead-to-revenue process, identifying inefficiencies like cross-platform manual validation workflows. Develop an Agile Solution : Starting small, I used Google Colab and Python to create workflows that automated lead validation based on engagement activities and account relevance. Once this foundation was set, I added real-time engagement alerts to ensure reps could act promptly at critical moments. Pilot and Scale: A pilot with a small SDR/BDR team provided valuable feedback that refined the tool. Partnering with sales enablement, I documented the process and created training materials to ensure the solution was scalable and repeatable across teams. The Outcome: This tool cut lead validation time by 40% , improved lead quality, and fostered tighter collaboration between sales and marketing. Beyond that, it empowered the team to approach ABM strategies more effectively by prioritizing high-value accounts and focusing on real-time engagement signals. Quiet weeks don’t have to be idle. They can be the perfect time to experiment, innovate, and deliver practical solutions that have a lasting impact. What could you tackle this holiday season? Beyond Workflows: Unlocking Personalized ABM for Cross-Sell After this, I collaborated with our analytics team leaders to create personalized campaigns using real-time CRM insights and even tested custom machine-learning-based scoring models for enterprise account upsell and cross-sell . The possibilities are endless - and surprisingly fun! Why Not You? Quiet weeks aren’t just a chance to experiment - they’re an opportunity to take charge of your funnel, align your strategies with GTM goals, and demonstrate the power of Gen AI-driven innovation within your organization. Whether you’re optimizing workflows, personalizing campaigns, or tackling long-standing challenges, the holiday break could become your most productive time of the year. Don’t just wait for inspiration, take the lead and make it happen ! More Insights and Tips Like This? Thank you for reading the Weekly ABM/ABX Insights Newsletter! I’d love your feedback, ideas and tips: info@nextgenabm.io . If you think someone else might enjoy this newsletter, please pass it forward or they can sign up here.   Subscribe to our Weekly Newsletter  and follow us  on LinkedIn to get the latest insights on industry trends, tips, and useful resources on ABX. NextGenABM  is a consulting and solution firm aiming transforms B2B marketing and sales strategies with ROI driven pipeline results through account-centric pipeline marketing. Looking to start your ABM journey or need help with your current program? Let's talk .

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

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

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 .