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

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

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

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

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

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