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Edition #37 | Published May 12, 2025 🚀 The Pulse: Must-Know AI x ABM Industry News We read the latest AI x ABM News so you don’t have to.  Why Technically Savvy Marketers Are Gaining an Edge in the AI Search Era ? AI is transforming online search and shattering old playbooks. 80% of users resolve 40% of their searches without a single click, according to WSJ . That means SEO alone isn’t enough. You need Generative Engine Optimization (GEO)  and AI Optimization (AIO)  to stay seen. Companies like Intuit, Mailchimp  are already optimizing for AI crawlers, not humans, prioritizing page speed, structure, and content legibility for machines.  Meanwhile, 60% of the U.S. B2B marketers  are doubling down  on AI tools and social media ads , shifting budgets away from legacy tactics.  And in a trend that’s critical for ABM leaders, Forrester  forecasts that over half of $1M+ B2B deals  will close via digital self-serve channels  in 2025. This raises the bar for personalized, data-driven ABM motions, because when buyers are in-market, you want to be their top-of-mind choice. HubSpot's MCP Launch  is another must-watch (see it in their co-founder/CTO's words ): by adopting Model Context Protocol (MCP). To Hubspot’s CTO’s point, the real magic in B2B marketing is when you combine tools from multiple MCP servers to accomplish higher-level goals , e.g. you want to get strategic advice on your pipeline data by querying your CRM in natural language.  "Analyze our sales pipeline, identify deals that haven't moved in 30 days, and suggest next steps for each based on the last conversation notes." This is a game changer that not many companies yet realize. Stay tuned  for an in-depth follow-up analysis on how this will redefine GTM workflows. 🎙 Voices of Influence: Insights from Industry Icons Mike Pastore  (MarTech’s Editorial Director)’s Insights from the State of Martech 2025  is a clarion call for B2B leaders: your marketing team needs to become more technical . The ability to work across open, interoperable platforms and integrate with cloud-native data layers is now foundational. Most importantly, AI's real power lies in unstructured data , from transcripts to Slack messages, and it’s up to marketers to harness that.  💬 My Take: How to Become Technically Savvy Marketers in the AI Search Era? If you're still organizing your GTM ops around a classic funnel, you're missing the shift. Here's what I’d suggest to help your team get ahead: Start by inventorying and mapping all your data sources and signals , like intent data, product usage, CRM activity, conversational intelligence, and more. This foundational step helps you understand where your insights live and how they connect. Then, work cross-functionally—especially with engineering and IT—to ensure those signals are accessible and actionable across your GTM stack. Next, elevate AI literacy across your marketing team . This doesn't mean turning your marketers into prompt engineers, it means helping them understand how GenAI can support strategic, data-driven decisions and automate operational inefficiencies. That’s how you build real ROI into your org’s AI investment. And finally, foster peer-driven learning . Encourage your team to follow and engage with leading voices in the AI and B2B marketing space. The best insights often come from practitioners actively experimenting with the same challenges you’re trying to solve. 🔦 Case Study: How ChatGPT Search Reshapes the B2B Buyer’s Journey In this week’s featured case study , we simulated a full B2B buyer’s journey using ChatGPT Search , from pain-point discovery to shortlisting and final decision. 📊 See my full simulation and takeaways published on Martech . Key Takeaways: Conversational Search Dynamics:  ChatGPT Search offers context-aware, conversational responses, enabling buyers to obtain tailored information quickly, reducing reliance on traditional search engines. Accelerated Decision-Making:  With up to 90% of B2B buyers already utilizing generative AI tools, the buying cycle is becoming more efficient, allowing for faster vendor comparisons and selections. Implications for Marketers:  This shift necessitates that marketing teams enhance their technical acumen, focusing on optimizing content for AI-driven search platforms to maintain visibility and influence in the buyer's journey.  🔥 What’s Trending: Hot Picks from Web This Week Threads hits 350M MAUs , adding video ads  aimed at digital-native founders. B2B SaaS is shifting post-sales engagement to Slack, Teams, and Discord  over email. ( Growth Unhinged ) Marketers at Meta are using LLMs to mine customer feedback for product and messaging insights, another unstructured data goldmine . 🚀 Notable Funding Rounds in AI-Powered GTM Startups  Landbase  raised $12.5M to launch GTM-1 Omni , an AI engine integrating go-to-market workflows  across sales tools. Early tests: 7x higher conversion. AirOps  closed a $15.5M Series A to scale AI-led growth ops . Think data orchestration + content generation  in one platform. 🛠 Martech Spotlight: Cool Tools & Innovations Clay + Google Slides: Auto-generate personalized decks using CRM + intent data. Huge for ABM personalization at scale . Blooming: Chain image, text, and video AI models to create campaign content fast. Your AI copilot for the next ABM campaign .  CreatorMatch Extension: Track performance of your posts + competitor benchmarking . 📚 Knowledge Vault: Must-Read Resources Run an Intent-led ABM strategy?   How to Do Keyword Research for Each Buyer Stage Leverage Real-Time Intent Data  for 15% lift in conversion Integrate ABM Across the Full Funnel  with cross-functional teams ⚡ Execution Tips & Tricks for ABM Success  This week’s tips were embedded throughout the piece — especially under "My Take" and "State of Martech." 🎤 ABM Insider: Must-Attend Events From MQLs to Buying Groups — May 20, 11am PT  — Featuring Forrester Principal Analyst Amy Hawthorne Southbound x AI Deep Dive: May 22, 10am PT  — A tactical look at GenAI in GTM. Campaign Optimization Series — On Demand Inside the C-Suite:The Top 5 GTM Metrics that CXOs Use to Drive Growth - On Demand 💬 Quote of the Week “Your company’s top execs are key to everyday LinkedIn success.” - Jim Habig , Ex-VP of LinkedIn Marketing  "Model Context Protocol (MCP) sounds like something from a sci-fi movie, but in reality, it's a simple idea: let AI talk to your favorite tools using a standard language they all understand." - Dharmesh Shah , CTO and Co-founder, HubSpot "Sales isn’t about pitching a product—it’s about solving a problem. The sooner reps understand that, the better they can navigate both small and large deals." - Nelson Fernandes , Sales Coach, Big Leaps All content in this newsletter was curated and edited by Océane Li—not AI 🤖 🧠 Ready to revamp your strategy? Check out our past editions  or let’s chat . 🎯 Until next time— stay bold, stay targeted. 📩 Subscribe here  | Read more insights

5th Edition, Published in July 15, 2024 As we step into the heat of summer, we're excited to bring you the latest trends and invaluable insights shaping the ABM/ABX landscape. Stay informed with the latest G2 reports and investments revolutionizing the ABM world. Discover next-gen audience building strategies and tactics to boost your ABM effectiveness. Don’t miss out on this week’s must-attend webinars and workshops. Discover how you can leverage these advancements to elevate your ABM strategies. Industry News G2’s Summer 2024 Reports Recognize Demandbase as a Leader in 12 Categories: Demandbase was named a leader in 46 out of 66 G2 Summer 2024 Reports , showcasing its advanced features for demand generation, including account targeting, prioritization, and detailed reporting. Users praise its intuitive interface , strong customer support , and effectiveness in managing complex ABM strategies  across various regions and channels. 6sense Named a Leader in 11 G2 Summer 2024 Categories: 6sense® has been recognized as a Leader in 11 G2 Summer 2024 Categories , dominating the ABM and Advertising spaces. The platform is the only provider named a leader across all three ABM categories : Account-Based Orchestration, Analytics, and Advertising. Users highlight 6sense Revenue AI for its efficiency in lead management , its role as a top ABX solution, and the seamless implementation and support provided by the team. PathFactory Launches ChatFactory: An AI-Powered Buying Agent: PathFactory ’s new tool, ChatFactory , uses generative AI to offer tailored answers, content recommendations, and personalized microsites. It transforms static websites into interactive hubs, provides real-time support, and optimizes the buyer’s journey to help vendors generate leads and close sales more effectively. ABM Insights The State of Martech Report 2024  This year's new report reveals exciting trends like skyrocketing investment ambitions, game-changing platform migrations, and innovative strategic realignments in the Martech industry. Key takeaways from the report :   In B2B, data platforms are the number one  technology organizations would like to add to their stack. For 30%, their top priority is combining a CDP and data management platform .  Migration Trends and Acceleration : Over half of organizations have switched platforms in the past three years, indicating a market at an inflection point. This trend is set to accelerate, with even more organizations planning migrations in the next three years. Frequent Migrations : Organizations that have recently migrated are more likely to change platforms again within 2-3 years (51%) compared to non-migrators (26%). Primary drivers for migrations include misalignment with vendor roadmaps, platform standardization needs, and evolving business ambitions. Drivers of Migration: Migration is driven primarily by strategic factors, with 40% citing misalignment between vendor roadmaps and evolving business needs , and 38% recognizing shifts in internal requirements, highlighting the need for adaptable  and scalable  martech platforms. Hyper-Personalization Gap : Although 84% of marketers see hyper-personalized campaigns as relevant for 2024, only 11% of campaigns currently use such tactics. This is expected to grow to 19%  in the next three years, with major barriers being poor data quality, unintegrated systems, and insufficient marketing team skills. 6sense’s Definition of Marketing Qualified Accounts: 6QAs Explained 6sense  redefines lead qualification with its 6sense Qualified Accounts  (6QAs) , moving beyond traditional, subjective methods. Using AI and machine learning, 6QAs identify buying intent signals, understand account and profile fit, measure engagement levels through metrics like website visits and content downloads, and more. This approach allows sales and marketing teams to focus on the most promising prospects, adjusting priorities based on intent and engagement to drive higher conversion rates and revenue growth. Proven Strategies to Optimize Demand Gen for Sales Success In this episode of “Proven Strategies to Optimize Demand Gen for Sales Success”  ( Listen on Spotify ), Sylvain Awad  discusses effective demand generation strategies for B2B success. He advocates for simplified messaging , aligning marketing and sales goals , and prioritizing lead quality over quantity , using account-based marketing tactics , and leveraging storytelling  to connect with prospects. Key Takeaways:  Common Mistakes:  Overcomplicating messaging, expecting immediate revenue from leads, and excessive A/B testing. Aligning Goals:  Focus on target markets, maintain constant communication, and collaborate on content. Ensuring Lead Quality:  Thoroughly validate leads, avoid assuming content downloads indicate sales-readiness. Generating Lower Funnel Leads:  Optimize your website, focus on SEO, and maintain an always-on SEM approach. Approaching Multiple Leads:  Contact various stakeholders, identify decision-makers, and use an account-based marketing approach. Resources The Guide to Audience Building for B2B in 2024 6sense  offers a comprehensive guide to building and optimizing your audience for success in 2024. Read the Full Guide   Key Strategies: Uncover Your Target Audience:  Define your Ideal Customer Profile (ICP)  using firmographic and technographic data. Identify Ready-to-Buy Accounts:  Use intent data  from first, second, and third-party sources to find high-potential accounts. Segment Audiences:  Implement dynamic segmentation  to categorize accounts and tailor messaging based on buying behavior. Timing & Personalization:  Reach out at the right moment and craft messages for different buying stages. Leverage Intent Data:  Use data to boost brand awareness , engage decision-makers , and recover missed opportunities. Thought Leader Recommendations In her recent article ( What It Takes To Build A B2B Dream Team ) published in Forbes, Kelly Hopping, CMO at Demandbase , offers strategies for building a successful B2B team by focusing on diverse backgrounds, operational and cultural gaps, and meaningful interviews. She stresses the importance of hiring for team success over personal gain. Beyond this article, she’s sharing many insightful ABM strategies. Follow her on Forbes .  Quote:  “To build a dream team, hire people who are focused on growing the team’s success over their own.” Upcoming Events Salesloft on Salesloft: How We Use Conversation Intelligence to Master the Sales Process for Managers  - July 16 @ 11 AM ET. Uncover conversation intelligence strategies that will transform your sales management game. [ Register Here ]. Going All In On AI-Powered Revenue Ft. Negotiation Skills from Chris Voss  - July 18 @ 10:30 AM ET. Get ready for an enlightening session on AI-driven sales excellence and expert negotiation tactics. [ Register Here ]. Crafting a Unified Revenue Engine with ABM  - July 23 @ 10 AM PT/1 PM ET. Learn how ABM can turn competitive friction into powerful partnerships. [ 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 .

6th Edition, Published in July 29, 2024 Generative AI is revolutionizing the B2B landscape, but marketing buyers are grappling with a 'crisis of confidence' as they navigate its complexities and potential integrations into their tech stacks. In this edition, we summarized the latest industry news, ABX insights, essential resources, and upcoming events to provide you with relevant information and help you stay ahead in the rapidly evolving ABM/ABX environment. Discover how you can leverage these advancements to elevate your strategies. Industry News PathFactory Acquires Uberflip: Facing The Future of B2B Together PathFactory has acquired Uberflip, enhancing their mission to drive pipeline with innovative GenAI empowered solutions. This merger leverages both companies' strengths in content experience, aiming to reduce friction in the buyer's journey and address modern marketing challenges with AI and personalized, self-serve experiences. Read more  Data-Driven Marketing Trends 2024 Ascend2, a leading B2B marketing research firm, benchmarks the performance of marketing strategies (including ABM/ABX), tactics, and the technology that drives them in 2024. Read the full report  Or Read the key insights ABX Insights PathFactory Makes ABM Easy With Templated Experiences PathFactory’s Director of Pre-Sales Solutions Consulting Tim Dubroy shares how go-to-market teams can use Templated Experiences to drive content engagement. Read more Measuring Account-Based Success with Leading and Lagging Metrics   Understanding ABX campaign performance involves using leading and lagging metrics. Leading metrics predict future success, while lagging metrics reflect past performance.  Read more Old School Trade Shows Are Costing You Time and Money Hybrid and digital events offer better ROI and personalized experiences compared to traditional trade shows. By leveraging analytics and AI, companies can track buyer journeys, tailor interactions, and optimize marketing budgets effectively in the current economic climate. Read more Additional Insights from Data-Driven Marketing Trends 2024 Source: Data-Driven Marketing Trends 2024 by Ascend2 Effectiveness of Data-Driven Marketing: Email Marketing and Customer Experience : These areas remain top priorities, with 47% and 46% of respondents respectively highlighting their importance. The consistent focus on personalized and targeted communication is essential for marketing success. Paid Advertising : Its significance has grown from 29% in 2022 to 41% in 2024, showing an increased reliance on data to optimize advertising spending and targeting precision​.  Greatest Challenges: Targeting Segmented Audiences : This continues to be the primary challenge, cited by 45% of respondents, though slightly decreased from 49% in 2023.  Data Quality : Concerns about finding and maintaining quality data have risen from 34% in 2023 to 38% in 2024.  Tools and Technology Satisfaction: Overall Satisfaction : Most respondents are satisfied with their current tools and technologies, with 27% being very satisfied and 58% somewhat satisfied. However, there is still room for improvement as 15% express some level of dissatisfaction.  Adoption of AI: Growing Trend : 33% of respondents use AI for personalizing marketing content, and 31% use AI to improve customer service with chatbots. However, 23% are not using AI, indicating a significant opportunity for increased adoption​. Resources Nailing Prospecting on LinkedIn, According to AMP's CEO LinkedIn officially surpassed one billion users last year, making it one of the most effective resources for sellers to connect with buyers, as well as one of the key ABX tactical channels. Here's a clear strategy to leverage LinkedIn for generating pipeline and driving sales. Read more Recorded Webinar: Crafting a Unified Revenue Engine with ABM   A webinar focused on uniting marketing and sales efforts through ABM strategies, offering insights into how businesses can enhance their revenue engines by aligning their approaches and leveraging targeted engagement and personalized experiences. Watch now   Upcoming Events Demandbase: Getting Past the Lead  (August 6, 2024, 10 AM PT / 1 PM ET) An advanced-level webinar discussing account-based strategies to transform lead generation into high-value customer engagements, offering methodologies to identify, engage, and convert top-tier prospects. Register now   Get Your ABM Game On with Level Up  (July 31, 8 AM PT / 11 AM ET / 4 PM GMT) A beginner-level educational experience that covers essential Account-Based Marketing (ABM) knowledge and techniques, aimed at transforming revenue teams into efficient revenue machines. Register now   —-------------------------------------- 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 .

7th Edition, Published in Aug 5, 2024 Welcome to the latest edition of our ABM Insights Newsletter. This week, we continue exploring the influence of generative AI in B2B marketing, highlighting most recent industry surveys and researches . We explore the critical role of personalization at scale and highlight the significant shifts in B2B research and buying habits that continue to shape the industry.  Dive in to discover the latest strategies and insights that can elevate your ABM practices to new heights.  Industry News Activate ABM Across Digital Channels - ON24 & 6sense Team Up  ON24, an intelligent engagement and webinar platform, has integrated with 6sense, a revenue AI-powered ABM platform. This integration combines ON24’s first-party engagement data with 6sense’s intent data to deliver hyper-personalized, engaging experiences at scale. Practitioners can activate ABM across digital channels , set up high-priority audience segments, and deliver targeted interactions tailored to unique audience segments across ON24 experiences. Learn more .  Key Insight : Personalization at scale is essential for differentiating B2B sales and marketing experiences. Quote : “By adding 6sense to our robust ecosystem of integrations, we enable our customers to dynamically target and tailor interactions with the audiences that matter most.” - Steve Sims, VP of Product at ON24 AI Trends for Marketers Report Hubspot’s latest industry report highlights how AI is driving growth with fewer resources. With 74% of marketers now using AI tools, the report explores how AI is improving company trajectories, and personalizing customer experiences. Read the full report   Key takeaways :   Popular AI Tools in Use : Chatbots: Used by 35% of marketers for quick, personalized responses. AI-Enhanced CRM and Marketing Tools: Utilized by 25% of marketers, including platforms like HubSpot. AI-Enhanced Productivity Tools: Streamline daily tasks effectively. Top Content Creation Tasks with AI : Image Generation: Utilized by 47% of marketers. Writing Copy: Used by 45% for various content needs. Content QA: Employed by 44% for quality assurance in content creation. Popular Content Outputs: Emails and Newsletters: 47% of marketers use AI for these. Social Media Posts: Created with AI by 46% of marketers. Blog Posts: Generated by 38% using AI tools. AI Adoption in Marketing: Nearly 75% of marketers are using AI tools in their work. The integration of AI into existing tools, especially CRM and productivity tools, has significantly increased AI usage, with 74% of marketers reporting higher usage due to these enhancements. ABX Insights 2024 B2B Buyer Behavior Benchmark Survey The latest B2B Buyer Behavior Benchmark Survey reveals significant changes in B2B research and buying habits. Key findings include increased reliance on detailed ROI analyses (41%) and peer recommendations  (33%), a rise in LinkedIn usage to 55%, and the importance of personalized outreach and sequenced messaging from sales reps. These insights  can help shape your ABM strategies to better align with evolving buyer behavior.  Proven Strategies to Optimize Demand Gen for Sales Success Sylvain Awad, Director of Demand Gen at Enghouse System,shared strategies to optimize demand generation for sales success. Key takeaways include simplifying messaging , aligning marketing and sales goals , and prioritizing lead quality over quantity . Awad emphasizes the importance of validating leads before passing them to sales and leveraging storytelling in B2B marketing . Continuous communication between marketing and sales teams is crucial for refining strategies and messaging. Listen here Resources 7 Demand Gen Plays to Drive Revenue Using Conversational Email Conversational Email (CE) from 6sense eases lead management by using generative AI to create personalized email conversations, helping engage and convert more accounts into the pipeline. Here are several use cases  where your demand gen and ABM team could leverage CE with great success. E.g. accelerating accounts through the buying journey, revitalizing dormant leads and stalled opportunities, ensuring no qualified account is left behind, handling non-ICP intent follow ups, etc.  25 Free Sales Email Templates Save time and boost your outreach effectiveness with 25 free sales email templates  from HubSpot, Breakthrough Email, and Sandler. These templates are designed to convert and can help you find new ways to engage with prospects​.  7 Crucial Questions to Ask Prospects Throughout the Buyer's Journey This article outlines seven essential questions to ask prospects  at different stages of their buying journey, from identifying their initial needs to understanding their purchasing process. These questions help in building trust, understanding pain points, and effectively guiding prospects towards a purchase.  Upcoming Events Webinar: How NVIDIA Wins Deals With Better Buyer Journeys, Intent Data, and AI Date:  Tuesday, August 13, 2024, at 12 PM ET Speaker:  Ari Capogeannis, Senior Director of Enterprise Revenue Marketing at NVIDIA Topics:  Optimizing non-linear buying journeys, leveraging content personalization, intent data, and AI Register Webinar: How to Close Q4 Strong! Date:  Thursday, September 5, 2024, at 10:00 AM PT / 1:00 PM ET Topics:  Effective Q4 strategies, motivating sales teams, deepening customer relationships, and preventing deal killers Register —-------------------------------------- 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 .

8th Edition, Published in Aug 12, 2024 In this edition, we’re diving deep into the power of B2B data in ABM/ABX . From the critical role of B2B data providers to the evolving landscape of ABM/ABX measurement and attribution, data is at the heart of driving effective strategies. Whether you’re refining your metrics, enhancing your attribution models, or seeking insights from top data providers to up level your ABM game, this week’s insights will equip you with the knowledge to stay ahead in the competitive B2B space. Industry News Where ABM Fits into Overall Strategies - 2024 Marketing Measurement & Attribution Benchmark  The latest survey shows that 86% of B2B practitioners are prioritizing marketing measurement and attribution. There's a shift toward tracking diverse metrics, such as email engagement and web traffic. Notably, interest in deeper ABM metrics is growing , with 26% of organizations conducting separate measurements for their ABM programs, and 36% planning to do so next year. The current focus in ABM measurement is on converting engaged accounts to opportunities (65%) and tracking individual campaign metrics (45%). Furthermore, 54% of marketers are engaged in mid-funnel and bottom-funnel attribution analysis, underscoring its increasing importance in refining strategies and justifying investments. Get the Full Report or Read the Key Insights   The Forrester Wave™: B2B Revenue Marketing Platforms, Q3 2024 The convergence of B2B marketing platforms is integrating marketing automation and ABM features  into unified revenue marketing platforms , enhancing data integration, omnichannel orchestration, and personalized customer interactions. Among the leaders, 6sense excels in advanced analytics and AI, HubSpot appeals to midmarket users with its intuitive platform, Adobe offers an integrated solution focused on buying groups, and Demandbase shines in account-based advertising and platform flexibility for large enterprises. Read the Report   ABX Insights Key Insights from DemandGen’s 2024 Marketing Measurement & Attribution Benchmark Emphasis on Diverse Metrics and Advanced Reporting Tools: B2B marketers are increasingly focusing on a broad range of metrics to gauge marketing effectiveness. There’s a significant rise in tracking key performance indicators like email engagement and web traffic. Sales Metrics Prioritization: Sales teams prioritize metrics that directly measure the impact of marketing on sales outcomes: Closed/Won Deals : The primary metric for 55% of sales teams. SQLs and Pipeline Opportunities : Critical for evaluating marketing’s contribution to the sales funnel. Advanced Attribution Analysis: Attribution analysis is gaining traction, with 54% of B2B marketers engaged in these practices to refine strategies and justify investments: Mid-Funnel Focus : 47% of marketers track lead conversion metrics, while 38% still do not measure middle-of-the-funnel activities. Bottom-of-Funnel Focus : 55% of marketers measure conversion from opportunities to closed/won deals, with a decrease in those not measuring this stage. Challenges in Balancing Brand and Demand Marketing: B2B marketers face significant challenges in linking brand marketing efforts to sales outcomes: Direct Attribution : Identified as a challenge by 58% of respondents. Data Accuracy : 42% of marketers struggle with accuracy, complicating the measurement of both long-term and short-term effectiveness. Resource Allocation : 44% of organizations invest 80% of their resources in demand generation, leaving only 20% for brand-building activities. Adopting ABM-Specific Metrics: There’s a growing interest in specialized metrics for ABM: ABM Measurement : Only 26% of organizations currently conduct separate ABM measurement and attribution, with 36% planning to adopt these practices. Integration Challenges : The most significant issues include integrating data across platforms (45%) and dealing with messy CRM data (40%). Primary ABM Metrics : Focus is on the conversion of engaged accounts to opportunities (65%) and individual campaign metrics (45%). Future Focus on Granular Metrics: Over the next 12 to 18 months, practitioners are prioritizing: Deeper ABM Metrics  (70%) ROI by Channel (65%) Cross-Channel Engagement Metrics (60%) Sales 2024: A Revenue Data Analysis The mid-market and commercial segments are getting crowded, with companies expecting SDRs to generate a significant portion of their pipeline. As sales roles evolve, AEs are taking on more responsibilities earlier in the sales cycle , balancing new business with expansion. This shift highlights the need for recalibrated expectations and better tools to manage their expanded roles effectively. Read the Report  B2B Data in 2024: Research on ZoomInfo  ZoomInfo provides extensive contact data and intent data, valuable for targeted outreach and sales. However, it has a complex pricing structure, a steep learning curve, and some concerns about data accuracy. It's ideal for large enterprises with established sales and marketing teams  but might be too costly and complex for smaller businesses. Read the Analysis Resources 1. Recorded Webinar: Account-Based Strategies: Getting Past the Lead I recently watched an insightful webinar hosted by Jay Tuel, VP of GTM from Demandbase, and it really resonated with me. The session focused on moving away from lead dependency, rethinking MQLs, and boosting ABM strategies. A standout takeaway for me was the idea of setting new metrics for success and developing signal-based outbound workflows that truly align cross-functional teams. If you’re looking to shift your approach, I highly recommend watching it.  Here's a quick visual guide from the webinar: Problem:  Sales isn’t hitting goals by just following up on MQLs.  Solution:  Develop workflows for signal-based outbound strategies.  Action:  Clearly define what your team should focus on each week. 2. 14 Cold Email Templates to Skyrocket Your Pipeline A valuable resource for building connections through cold emails. These templates are designed to initiate conversations rather than pushing for an immediate sale, making them effective tools for starting relationships with potential customers​. 3. A Guide for Your Contact Data Provider This guide helps businesses identify the signs of an underperforming contact data provider and offers steps to find a better partner. It emphasizes the importance of having a data vendor that aligns with your revenue goals and supports your growth​.  Thought Leader Recommendations The Science of Scaling  - Mark Roberge, Senior Lecturer at Harvard Business School and Co-Founder of Stage 2 Capital, shares insights from successful tech sales leaders on scaling revenue and sales. Tune in weekly to gain strategies that could revolutionize your approach.  Upcoming Events B2B Marketing Exchange East This event is a must-attend for those looking to stay ahead in the ABM industry. Top Ways to Use Demandbase for Your 2025 Planning On August 20 at 10 am PT, join this customer lab to learn how to master your annual marketing plan, review performance, and future-proof your strategies to hit 2025 targets​ —-------------------------------------- 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 .

9th Edition, Published in Aug 19, 2024 Happy Mid-August ! Let's explore the critical role of sales and marketing alignment in ABM, and how to effectively harmonize GTM and ABM strategies . As B2B buying journeys increasingly shift online, traditional methods of identifying buying group members are evolving. AI-powered tools from Demandbase, Anteriad, and 6sense now enable more precise targeting of buying group members earlier in the process. Leveraging these advancements, coupled with effective GTM and ABM integration, drive more aligned, impactful marketing and sales efforts.  P.S. As someone with expertise in both ABM and GTM strategy throughout my 12 years+ B2B career, I believe while GTM and ABM can work well together, there are challenges to watch for. GTM aligns teams around the customer from a strategic level, whereas ABM tends to focus on both strategic marketing and tactical account-level engagement. Combining these approaches, as ABX (account-based experience) does, can create a strong, unified strategy for B2B success. Industry News & Research  New Report is Ready - The 2024 B2B Playbook For Sales & Marketing Alignment  Sales and marketing alignment is a pressing issue in the B2B marketing space, with 90% of professionals reporting misalignment across various aspects. ABM industry leader Demandbase's CMO , Kelly Hopping, discusses the roots of this issue and offers actionable steps to bridge the gap. This report dives into the causes of misalignment, strategies for streamlining processes, and how consistent messaging can improve overall performance. Read the full report or check out NextGenABM's curated insights Is GTM the New ABM? Forrestor's Insights on the Latest B2B Trends Over the last 18 months, there’s been a noticeable shift in the B2B marketing landscape with the rise of go-to-market (GTM) strategies, similar to the earlier rise of ABM. Many ABM platforms are rebranding as GTM / ABX platforms, and there’s increasing interest from service providers in this space. However, with this shift come challenges. Just as ABM had its growing pains, GTM/ABX could face similar obstacles if it isn’t clearly defined and effectively executed. Read More Channel99 Launches Target Accounts Marketing Vendor Scoring Technology  Channel99 has introduced a new AI-powered scoring tool for B2B marketing, offering insights into vendor performance across major platforms like LinkedIn, Google Display, and Facebook. The technology measures reach, engagement, and financial efficiency, providing a clear, unbiased view of which vendors are most effective at converting target accounts into customers. This tool helps marketers optimize their investments and improve pipeline growth. Read More ABX Insights New Ways to Identify Buying Group Members - Aligning Marketing, BD, and Sales The B2B buying journey has shifted significantly, with much of it now happening online before sales teams get involved . This has led marketers to adopt AI-powered platforms from companies like Demandbase, Anteriad, and 6sense, which help identify and engage potential buying group members earlier in the process. Traditional methods relied heavily on networking, but today’s technologies allow for a more data-driven approach to identifying key decision-makers within target accounts.  Demandbase : Their Buying Group AI tool helps identify potential buying group members by analyzing web activity and CRM data. It also integrates with ad platforms to build and execute targeted campaigns. Anteriad : Their Audience Identification and Activation solution uses historical data and ICP profiles to infer buying roles and improve targeting efficiency, significantly reducing costs per account. 6sense : Employs intent signals and AI to create custom models for identifying buying groups. It integrates with CRM to track engagement and provides fit scores to guide marketing and sales efforts. Strategy for Success : Collaboration between marketing, BDRs, and sales is essential. Marketing uses tech to identify and target buying groups. BDRs validate and expand the group. Sales follows up when engagement is high. Read More Leveraging the ABM Buyer’s Journey for Pipeline and Revenue Acceleration ABM is proving to be a powerful approach in aligning sales and marketing efforts to drive pipeline and revenue acceleration. This article explores how Demandbase's tools can help tailor the buyer’s journey into actionable stages—Awareness, Consideration, and Decision—enhancing engagement and conversion rates. By focusing on personalized strategies, businesses can create a seamless and effective buyer’s journey that drives better outcomes and stronger relationships. Explore More Key Insights from The 2024 B2B Playbook For Sales & Marketing Alignment  Significant Misalignment : 90% of sales and marketing professionals report misalignment in strategy, processes, content, and culture. This misalignment can lead to wasted resources and negatively impact financial performance, with a $1 trillion annual loss in the U.S. alone. Root Causes : Miscommunication and differing focus areas (e.g., marketing on lead generation vs. sales on closing deals) are major barriers.  Impact on Customers : Inconsistent messaging between sales and marketing creates confusion and can damage a company’s reputation. 67% of B2B buyers dislike vendors due to such inconsistencies. Strategies for Alignment : Shared Metrics and Goals : Using common metrics and having regular joint meetings can improve alignment. For example, “Pipeline Builders” sessions and “Shark Week” are initiatives to foster collaboration. Technology : Implementing a unified tech stack and shared dashboards helps ensure all teams are focused on the same data and goals. Communication and Collaboration : Creating a culture of open communication and shared understanding of objectives is crucial. Regular meetings and shared success stories help bridge gaps. C-Suite Role : Senior leadership must prioritize and model alignment to drive it throughout the organization. Building relationships and setting clear objectives are essential steps for alignment. Resources Webinar On Demand: Integrate ABM Strategies to Target and Engage Key Accounts Join experts from Exclaimer, Reachdesk, and 6sense as they share insights into how to effectively integrate ABM strategies to target and engage key accounts. Learn best practices for personalizing customer interactions through email, your secret 1:1 marketing weapon. Watch Now How to Sell an ABM Solution Internally  Selling an ABM solution isn’t just about convincing external buyers—it’s also about getting your internal team on board. This guide by Rachael Tiow, former Director of ABM at Auth0, walks you through the process of selling an ABM platform internally. Discover how to effectively sell an ABM solution within your organization   here . Upcoming Events Rewrite Your Sales & Marketing Alignment Playbook September 4, 2024, 2 PM ET In this upcoming webinar, experts from Demandbase will discuss strategies for syncing sales and marketing teams to drive revenue. The session will cover establishing shared metrics, leveraging customer data, and maintaining alignment throughout the buyer’s journey. Register Here Rethinking ABM: Optimizing Campaigns for Must-Win Accounts August 23, 2024 Join Rob Leavitt from Momentum ITSMA at the B2B Marketing Exchange East to discover new strategies for optimizing ABM campaigns, focusing on must-win accounts. Learn More MarTech Fall 2024 September 24-25, 2024 Explore the latest technologies and actionable tactics in marketing at MarTech Fall 2024. This online event will help you overcome key marketing challenges with time-saving tools and strategies. Sign Up —-------------------------------------- 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 .

10th Edition, Published in Sept 16, 2024 Did you know that 84% of deals are won or lost before vendors even know they exist according to 6Sense B2B Buyer Experience Report ? Welcome back to our ABM/ABX Insights Newsletter! After a brief break, we’re excited to bring you the 10th edition, packed with the latest strategies on signal-based allbound go-to-market approaches  and the growing importance of  buyer nurturing  in ABM/ABX. The right strategies and tools can transform invisible buyer signals—like website visits and social media engagement—into actionable insights. By consolidating these signals in one platform, businesses can align their teams and act on real-time data for more effective outreach. Let's explore it more! Industry News & Research  Demandbase and Salesforce: A New Integration to Drive Intent-Based Prospecting Imagine supercharging your sales engine with real-time intent data right inside Salesforce! Demandbase has integrated its intent data directly into Salesforce’s Prospecting Center , offering real-time insights that help sales teams prioritize leads with precision. This tool will streamline workflows, making it easier to target prospects that are actively in-market. Amplemarket Launches Duo: AI-Powered Sales Assistant Welcome Duo , Amplemarket’s AI-powered sales copilot! It’s like having a virtual assistant that not only schedules meetings but also reads the room—analyzing buyer signals from Slack, social media, and G2 reviews. This tool helps sales teams prioritize accounts, send emails, schedule meetings, and generate personalized outreach. Sellers can now work smarter, not harder. Salesforce Introduces Agentforce: Autonomous AI Bots Salesforce’s latest innovation, Agentforce , moves beyond chatbots by offering generative AI bots capable of taking autonomous actions to optimize campaigns and handle customer service. They don’t just chat, they act ! These bots integrate seamlessly into various business processes to drive customer success. Meta’s New Data Restrictions: Impact on Ad Targeting Meta’s updates to its Business Tools will restrict certain types of user data, affecting ad targeting strategies. This move emphasizes privacy but may require B2B account marketers to rethink their reliance on custom audiences and UTM parameters . ABX Insights Allbound Prospecting: The Future of ABX Forget the outdated divide between inbound and outbound. The new approach? Allbound , where sellers focus only on those who actually want to buy, based on data-driven signals. This is the future of sales: more targeted, more efficient, and way  more profitable.  In an allbound sales model, XDRs and AEs focus on in-market accounts using data-driven prioritization, merging inbound and outbound strategies. AEs handle inbound demo requests and continue prospecting, adapting to today’s economic challenges. This shift requires changes in structure, metrics, and tech to support more efficient workflows. How to Fix Struggling ABM Programs? Mason Cosby, Founder of Scrappy ABM, discusses why many ABM programs fail due to lack of alignment between sales and marketing, insufficient resources, and misaligned success metrics. Key takeaways include ABM thrives with sales-marketing alignment, strong foundational tools, and precise use of intent signals to guide personalized engagement, and validate strategies before scaling. Watch the Full Session or Key Insights : Common Reasons ABM Fails: Sales and Marketing Misalignment:  Teams often define success differently, and sales may not fully buy into ABM programs. Lack of Resources:  ABM requires executive-level support and authority to drive necessary organizational changes. Poor Metrics:  Traditional tools like CRMs and MAPs are inadequate for tracking account-level engagement. Core Tools for ABM Success: Focus on the basics: A Marketing Automation Platform (MAP), website, and CRM. Avoid chasing new tools until processes are well-aligned. Signal Stacking & Intent Data: ABM teams should prioritize intent signals from multiple sources (e.g., web engagement, event data) to gain a comprehensive view of target accounts. Signal Stacking Examples:  Re-engage former buyers who’ve switched companies or layer engagement strategies like event follow-ups for deeper interaction. 2024 Nurturing Survey: Key Trends and Challenges The latest survey shows that 51% of B2B marketers find their lead nurturing efforts underperforming. There’s a shift toward using intent and engagement data  to refine lead nurturing tactics, with an increased focus on retargeting and ungated content  to reheat stalled opportunities. Key insights: ​​ New Approaches Focused on Data: Marketers are increasingly using retargeting, intent data, and content engagement insights. 33% of practitioners are using ungated content, especially for account-based nurtures. Focus on Reheating Opportunities: Practitioners are prioritizing retargeting, doubling down on stalled opportunities instead of chasing new leads. Segmentation and Exclusive Content: Successful programs segment by industry, role, and funnel stage, offering exclusive content. Programs with 11+ touches and nurture-specific content see the most success. The Continued Value of Email in ABM Campaigns Far from being a digital dinosaur, email is proving to be the powerhouse for marketing. With an ROI of $36 for every dollar spent, email remains the most reliable, cross-platform way to connect with buyers. It’s not dead—it’s evolving . It plays a crucial role in business, facilitating marketing campaigns, customer engagement, and global transactions. Its ability to deliver personalized experiences and serve as a reliable identifier across platforms keeps it relevant, offering high ROI and enhancing omnichannel marketing strategies. Read More Resources A Must Read : Mastering B2B Buying Signals in ABX Campaigns Want to connect with buyers when they’re actually  in the market? This guide shows you how buying signals (like website visits or social engagements) help teams tailor outreach with pinpoint accuracy. It’s the science behind the art of selling. Read More Upcoming Events B2B Marketing Exchange East: October 1-3, 2024 B2BMX East is coming to Alpharetta, Georgia, featuring two days of immersive workshops for All-Access pass holders. This event will highlight key innovations in B2B marketing and sales, providing valuable insights for both marketers and sales leaders. —-------------------------------------- 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 .

11st Edition, Published in Sept 23, 2024 The future of go-to-market is undeniably AI-powered. But what does this mean for your ABM and ABX strategies? This week, our newsletter focuses on the latest trends and developments in the AI-driven sales landscape, examining how these innovations are revolutionizing ABX. Join us as we unpack the implications of AI for the future of account-based marketing and sales.  Industry News & Research  HubSpot's Breeze AI Revolutionizes ABX and Smart CRM At the recently concluded INBOUND 2024 event, HubSpot introduces Breeze.ai , which could optimize your ABX strategies  by automating manual tasks like prospecting, content creation, and customer interactions. New features like the Social Agent, Content Agent, Prospecting Agent, and Customer Agent empower teams to engage key accounts with personalized, data-driven insights.   Read more HubSpot Unveils Breeze Intelligence: A Game Changer for ABM Breeze Intelligence is a powerful AI tool that enhances ABM by enriching data and identifying buyer intent across 20 million company profiles. It simplifies lead qualification, helping teams target high-intent accounts and drive conversion with detailed demographic and technographic insights. This new tool is designed to streamline account targeting and boost ABM results. Read more Salesforce Expands Data Cloud Capabilities - A Powerful Enabler for Future ABX Salesforce enhances Data Cloud to support more unstructured data and integration with tools like Stripe and Splunk. This can enhance ABM strategies by processing unstructured data (e.g., calls, emails) for deeper personalization, enabling real-time insights through AI (Agentforce), and integrating third-party systems for unified account data. This boosts account engagement and optimizes next-best actions for ABM teams. Read more B2B Marketing Industry Trends in 2024 [by MarTech] B2B marketing is evolving rapidly with five key trends shaping the landscape. Gen X and Y buyers prefer a digital-first experience , pushing marketers to automate complex sales processes and reduce reliance on sales reps. Ecommerce is expanding  across the buying process, enabling seamless transactions through mobile and AI tools. Marketers are playing a larger role in customer retention, using data to drive upsells and cross-sells . Read more ABX Insights The Next Era of Sales AI and Its Implication to ABX (2025) The future of Sales AI is here, with GTM teams gaining access to smarter AI tools  that automate workflows and improve account engagement. This report highlights the top 75 Sales AI tools, offering practical insights for ABX teams on leveraging AI for more effective account targeting and personalized messaging .   Explore the full report    Key Insights:   Trends in Sales AI Market Overlap: Many Sales AI tools offer similar capabilities, leading to a crowded marketplace. Common applications include lead scoring, data enrichment, and conversational AI. Incumbents vs. Startups: Established players like Salesforce and HubSpot are integrating AI into their products, while numerous startups are emerging to tackle similar challenges. The competitive landscape is dynamic. Cost Considerations: The pricing for AI solutions is evolving, with discussions around usage-based models versus traditional subscriptions. Experimentation with pricing strategies will be crucial as the market matures. Buyer Skepticism: There is notable resistance from buyers regarding GenAI solutions, driven by concerns over data security, ownership, and the actual value of these tools. Vendors need to address these issues transparently to build trust. Adoption Patterns Low Overall Adoption: Only 1.4% of companies in the HG database are deploying GenAI products, indicating significant room for growth in AI adoption. Larger Enterprises Lead Adoption: Adoption rates of Sales and GenAI products are higher among larger companies (14.5% for those with 10K+ employees) compared to smaller businesses (0.3% for those with fewer than 50 employees). Revenue Correlation: Companies with higher revenues are more likely to deploy both Sales and GenAI products, with 18.6% of companies earning over $5 billion utilizing both types. Sales Tech Leaders Notable leaders in the Sales tech industry leveraging AI include Outreach, Clari, Gong, Salesloft, and Apollo.io , indicating a strong presence of established players in the space. Future Trends Workflow Automation: There is a growing demand for AI agents to automate various functions, including data analytics and conversational tasks. Custom Implementations: Companies are increasingly looking for tailored AI solutions to address specific workflow needs. Agent Workforce: The future will likely see a shift toward a workforce of AI agents for task automation. Market Landscape A majority of the top Sales AI vendors (64%) have fewer than 10 employees, showcasing a market rich with startups. Over three-quarters of these companies earn less than $10 million annually, but this is expected to change with increased GenAI adoption. Despite the innovative nature of these companies, investment in advanced technologies like big data and machine learning remains low, primarily due to many startups relying on open-source large language models (LLMs). First-Party Data: Strategy & Implementation For ABX success, teams must harness first-party data  to create highly personalized campaigns. This guide offers strategies for aligning marketing, tech, and data  teams to implement seamless first-party data approaches, empowering ABM campaigns with actionable insights and behavioral intelligence.   Learn more Resources Revamp Your ABM Strategy with HubSpot INBOUND 2024 Key insights from HubSpot’s INBOUND 2024 showcase the importance of engagement-driven ABM strategies. Learn how updating existing content and focusing on account-specific engagement can enhance your ABM efforts without needing to constantly produce new materials.   Read more Demandbase Buying Group AI: Transforming ABM Execution Demandbase’s Buying Group AI unlocks new efficiencies in ABM by automatically identifying key decision-makers within target accounts. This guide reveals how ABM teams can streamline their outreach by engaging all the right personas in each account, driving stronger results with less manual effort.   Learn more Upcoming Events Blueprint for a Seamless ABX Customer Journey: Webinar hosted by Demandbase and Uber for Business on crafting personalized ABX experiences that align with today’s complex customer journeys. Learn how data and AI can be leveraged to anticipate account needs and personalize engagement at scale. Register here LEVEL 2: ABM’s Value to Sales Alignment: Webinar on the critical role of sales and marketing alignment in ABM success. Learn how top companies like Service Express and QAD are driving revenue by integrating ABM strategies with their sales teams. Register here MarTech Conference: B2B Marketing Technology Trends: A free, virtual two-day conference highlighting the latest trends in marketing technology, including tools and platforms that enhance ABM performance. Register here B2B Marketing Exchange East: A premier in-person event from Oct. 1-3 in Atlanta, featuring over 50 sessions focused on ABM strategies, account engagement, and revenue-driven marketing approaches. Don’t miss this opportunity for hands-on learning and networking with industry leaders.   Register here  (Code: MXe24DGR50P) —-------------------------------------- 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 .

13th Edition, Published in Oct 14, 2024 In B2B marketing - and in life - the passion behind what we do matters. When we sell products that resonate with us, that joy translates into authentic connections with our audience. But here’s the catch: B2B buyers are nearly 70% through their purchasing process before engaging with sellers (based on 6Sense Research), meaning many sellers miss out on opportunities before they even begin. Understanding buyers  isn’t just an optional strategy; it’s the foundation for creating meaningful interactions that drive success.  This week, we explore insights that can help you connect more deeply with your audience and enhance your ABM and ABX strategies. Editor's Pick: Annual Research Shows B2B Buyers Are Nearly 70% Through Their Purchasing Process Before Engaging with Sellers In the 2024 Buyer Experience Report by 6sense, we see that buyers are more self-sufficient, completing 70% of their purchasing journey before ever engaging with sellers . Additionally, 81%  of buyers already have a preferred vendor at the time of first contact . This has profound implications for ABM/ABX strategies. Organizations need to invest in advanced systems to detect and engage buyers earlier in the journey long before formal contact is initiated. Personalized, data-driven touchpoints will be essential to influencing buying decisions during the critical early stages of the buyer’s journey. Read more Industry News & Research Demandbase One™ - A New Sales Experience Demandbase continues to evolve its ABM approach with the launch of a new sales experience within Demandbase One™ . By aligning sales and marketing teams with shared data and real-time insights, Demandbase eliminates inefficiencies and provides unified, actionable intelligence across the GTM stack . Here are our Editor's favorite features: Buying Groups for Sales : Sales reps can automatically identify decision-makers in target accounts, assign roles, and engage stakeholders with personalized content to accelerate deal progression. Third-Party Channel Actions: Streamline your sales process by adding leads directly to platforms like Outreach, Salesloft, and Gong, bypassing traditional CRM delays. Learn more 6sense Advances Data and AI to Unlock B2B Revenue Potential At last week’s Breakthrough 2024 , 6sense expanded the use of AI-driven technologies to enhance ABM efforts. From AI-powered email personalization  to intelligent data workflows , these advancements allow sales and marketing teams to deliver personalized engagement across buyer journeys without additional resources. ABM marketers can create personalized emails for each prospect and automate outreach to enhance demand generation. The auto-replies feature allows the AI to craft context-aware responses based on custom instructions . When paired with the 6sense SignalVerse™, it accesses intent data and company insights to reveal: Website pages visited, Products searched, Company details (e.g., technology, financials), and Buyer journey stage.  ABX Insights from Industry Icons Engage Buyers Where They Are - The Dark Touchpoints and The CoSchedule Content Funnel ABM leaders know that understanding "dark social"  is essential in today’s landscape, where attribution and engagement often happen in hidden channels. This recorded webinar dives into how ABM teams can use intent data to reach potential buyers even before they explicitly show interest. Tailoring content based on the whole funnel insights and engaging with prospects at the right time can significantly improve conversion and alignment in ABX strategies. Recorded Webinar Audience Insights - How Ecosystem Partners Can Capitalize on GCP in Their ABX Strategy  As the Google Cloud Platform continues to grow its customer base, ABM strategies centered on the GCP ecosystem present a unique GTM opportunity. Partners in this ecosystem can use ABM/ABX strategies to target GCP customers with tailored messaging, leveraging AI-driven tools to engage the right stakeholders in personalized conversations that accelerate the buying process. Explore the report The Marketers First-Party Data Checklist & How to Use Them in your ABM  First-party data is invaluable for ABM practitioners. This checklist emphasizes the need to use real-time data for timely and personalized customer engagement. From improving segmentation accuracy to reacting to high-intent signals in real-time, first-party data can help build more precise and impactful ABM campaigns, enhancing both buyer experiences and outcomes. (Image Credit: acoustic )  Download checklist Top Tools & Resources for ABM Champions Your Guide to B2B Buying Signals: What They Are & How to Use Them In ABM, identifying and responding to buying signals is critical. This guide offers a comprehensive overview of how revenue teams can use these signals to engage buyers at the optimal time. But,  Not all signals are equal; context matters. The combination of signals you track and how you respond will be unique to your business. You can prioritize higher-intent signals and layer relevant buying signals for better insight into purchase likelihood and response strategy. Read the guide Demandbase’s Buying Groups Live View We talked about Buying Groups last week. Demandbase continues to enhance its Buying Groups feature, offering ABM teams the ability to identify and engage the right stakeholders within target accounts. The tool provides visibility into how each group contributes to the buying decision, helping teams create targeted engagement strategies that align with ABX principles.  Explore Buying Groups 5 Steps to Refresh Your ICP Ideal Customer Profiles (ICPs) are the backbone of successful ABM strategies. This article outlines five actionable steps to ensure your ICP remains aligned with market shifts. From identifying customer pain points to reshaping your go-to-market strategy, refreshing your ICP ensures your ABM approach stays relevant and effective. Learn more What Are We Listening To? 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 A Radical New View of How Deals Are Won & LostOctober 15th | 11 AM ET: Kerry Cunningham reveals key insights from the 2024 Global B2B Buyer Experience Report, including how sales teams can influence buying decisions and simplify complex buying cycles in ABM-driven engagements. Register here Boost Your B2B Agility: Unlock Full-Funnel Success on CTVOctober 29th | 1 PM ET: Learn how ABM teams can use Connected TV (CTV) to drive full-funnel success by staying agile and responsive to buyer signals throughout the funnel. Register here Unlocking Growth: The Power of Signal-Based GTM StrategiesOctober 31st | 12 PM ET: Join this webinar to explore how ABM and sales teams can leverage signal-based strategies to better identify and engage high-value buyers, aligning marketing and sales efforts for stronger ABX outcomes. 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 .

12nd Edition, Published in Oct 7, 2024 As the ABM landscape continues to evolve, we are at a crossroads of new technologies, shifting strategies, and an increased focus on the  Buying Team . For instance, Salesforce’s recent acquisitions, including Zoomin, point to a future where data integration fuels more personalized customer experiences. This highlights the critical need to integrate customer touchpoints for a more effective ABM strategy. However, Josh Jill reminds us that adding new ABM tools without understanding the full picture of your GTM process is risky: “ It’s far too easy for Marketing and Sales to go too fast to add new ABM tools before they fully understand the problem they are trying to solve. ”  The key to success, he argues, lies in building buying teams and "ABM Surround Sound" strategies & campaigns. In this week’s newsletter, we dive into how aligning sales, marketing, and operations around the buying team  can elevate ABM efforts and examine the evolving role of revenue marketing in driving effective GTM strategies and results.  Editor's Pick: Evolving from ABM and Marketing Automation to Revenue Marketing Forrester introduces the " revenue marketing platform ," a new category which goes beyond traditional ABM by focusing on account-based strategies and buying groups, which shifts the entire go-to-market (GTM) approach from isolated tactics to a comprehensive business process. Revenue marketing as a new approach to GTM emphasizes the automation of tasks typically handled by BDRs, e.g. initial outreach and meeting scheduling. Now, AI-driven agents can engage target accounts and secure the first meeting, giving the sales team more time to focus on understanding the account's needs . This level of automation helps streamline ABM efforts, allowing for more effective orchestration across multiple channels while prioritizing key accounts and buying groups. 6sense's CPO, Jerome Levadoux's Perspective Industry News & Research Salesforce to Buy Enterprise Knowledge Platform Zoomin Salesforce is acquiring Zoomin  to enhance the integration of unstructured data across all customer touchpoints (including product usage, websites, support centers, and customer service centers). This move potentially supports ABM/ABX initiatives  by enabling more personalized service interactions  and providing deeper data insights. The acquisition strengthens Salesforce's ability to deliver account-based intelligence through its Data Cloud and Service Cloud, offering richer customer profiles for more effective ABM execution. Explore More ABM Trends: Striking the Balance Between ABM & Demand Gen During a panel at last week’s B2B Marketing Exchange , industry leaders discussed how ABM and demand generation are no longer competing strategies but rather complementary. Successful teams are leveraging ABM to target high-value accounts while using demand generation for broad awareness, ensuring both strategies work together to drive growth. Watch More “Success in modern marketing doesn’t come from treating these approaches as mutually exclusive but from fostering collaboration between sales, marketing and leadership.” Cvent Expands Its Event Capabilities with Acquisition of Splash Cvent’s acquisition of Splash enhances their event marketing capabilities, offering tools to create personalized, measurable, and repeatable event programs that align with ABM strategies . This allows marketers to engage target accounts through scalable events that drive demand and pipeline growth. Learn More ABX Insights from Industry Icons Top Strategy Spotlight: The Buying Team is Missing in Your ABM Strategy (Author: Josh Hill) Josh Hill dissects the concept of building buying teams within ABM , emphasizing that success in ABM requires aligning sales and marketing to develop deep relationships with key stakeholders. This approach boosts engagement and improves the chances of closing deals with enterprise-level accounts. Full Ebook Link   “The purpose of the BDR is to build the buying team in partnership with the AE, not an Email marketer. ” - Josh Hill Our Takeaways ABM success hinges on constructing and engaging the buying team , not just focusing on leads. Many teams mistakenly treat ABM as lead generation, which undermines its full potential . The buying team, typically consisting of 5 to 15 people across an organization, should be built collaboratively with sales, ensuring alignment and understanding of the account’s needs. Implementing and executing a successful ABM strategy requires end-to-end management of the internal and external customer experience . It’s clearly a team sport , requiring tight synergy across GTM teams.  ABM should not be treated as a series of one-off campaigns . Instead, it needs a coordinated, omnichannel strategy that builds long-term relationships with decision-makers and influencers within target accounts. ABM and the go-to-market (GTM) motion  need to be closely aligned.  Instead, a successful ABM strategy requires an omnichannel, personalized approach where your messaging is highly targeted and automatically, often referred to as "ABM Surround Sound."  This strategy uses dynamic ads, emails, intent signals, and personalized content  to ensure continuous engagement with all members of the buying team.  So few companies have fully operationalized the buying team across their GTM strategy and technologies due to the missing of the two key steps: 1. The GTM account process. 2. Who is part of the buying team and what does your ICP look like? There are two paths for your customer journey. In or out with different goals: Educating out-of-market accounts and people. Bringing in-market accounts and people to Sales. A GTM workshop  can align teams, define ICPs, and ensure smooth handoffs in the ABM process. Q&A with Stacey Fontenot, Cvent: Leveraging Tech to Enhance Event Marketing (A Key ABM Tactic) Stacey Fontenot  of Cvent shares insights on using technology to create personalized event experiences  that cater to key accounts. These tools help companies gather actionable data, fueling ABM campaigns by fostering year-round engagement and deeper connections with decision-makers. Full Ebook Link Top Tools & Resources for ABM Champions Demandbase’s ABM Starter and ABM Champion Kit These kits offer essential tools to help companies align their sales and marketing teams around ABM strategies. They provide actionable frameworks to plan, measure, and optimize account-based initiatives that target key prospects and increase win rates. ABM Starter Kit ABM Champion Kit What Are We Listening To? 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 Webinar On-Demand: Beyond The Blast - Crafting Precise Demand Gen In The Age Of Content Saturation This session focuses on creating demand gen strategies that complement ABM by leveraging intent data and personalized content. Learn how to transition from content volume to hyper-personalized, value-driven engagement for target accounts. Event details Webinar: Personalization at Scale: A Blueprint for Global Success (Oct 1, 2024) Explore how to personalize marketing efforts globally, using data-driven insights to boost account engagement and drive conversions for high-value accounts. Event details Webinar: Digging Into The Event Data Goldmine (Oct 28, 2024) Unlock the potential of your strategic targeted accounts marketing strategy by using event data analytics to measure success. This session teaches how to harness event KPIs to create a data-driven ABM approach that increases stakeholder engagement and pipeline. Event details 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 .

Edition #36 | Published May 5, 2025 GenAI is reshaping how we engage accounts — but most teams are still only scratching the surface. The real challenge? Operationalizing AI across your GTM engine.   This week’s insights reveal a critical truth: without RevOps leading the charge, your ABM investments will never reach full potential. 🚀 The Pulse: Must-Know AI in ABM Industry News We read the latest so you don’t have to.  Below are the top stories shaping account-based strategies, GTM tech stacks, and the evolving role of AI in modern B2B marketing. 📊 Demandbase and ForgeX just released their AI + ABM Inflection Point  report, and it’s an eye-opener to us.  91% of B2B marketers say they’re using AI in their GTM. Yet only 52% are satisfied, and just 19% have a formal roadmap in place. Organizations are struggling with internal capability gaps: lack of AI training, enablement, and strategic frameworks .  🔶 What’s missing in today's AI in ABM? A RevOps-led foundation  to strategize and scale AI efforts across GTM teams, e.g. capturing and   analyzing buying signals, predictive analytics for account selection and prioritization, etc. The real barrier isn’t AI access, it’s  RevOps readiness .  🔎 ABM + First-Party Data: Your New Power Combo As third-party cookies phase out, marketers are increasingly combining first-party data with ABM strategies  to enhance targeting precision . Tools like HubSpot and RB2B are being utilized to identify website visitors and track intent signals, enabling hyper-personalized experiences across customer touchpoints. 🎧 MadisonLogic x Digital Audio Advertising in ABM Play According to Forrester, Millennials and Gen Z now make up 70% of B2B buying committees , and they’re tuning into podcasts, music, and digital audio for 4+ hours per week . One of the biggest advantages of digital audio advertising in B2B  is its precision targeting. MadisonLogic is leaning into this with dynamically targeted audio ads  — by account, industry, or persona — and integrating it into ABM plays. 👤 Leadership Changes in B2B Marketing Jill Puente has been appointed as Chief Marketing Officer at Unusual Ventures, where she will lead marketing efforts focused on early-stage enterprise AI startups. Her experience from Pear VC and Google positions her to drive a human-centered, disciplined communications strategy in the AI space. 🎙 Voices of Influence: Insights from Industry Icons Alice de Courcy on RevOps + ABM “Great marketing = creative storytelling + operational excellence.” – Alice de Courcy, CMO at Cognism Alice's latest thought leadership cuts to the heart of ABM success: the buyer journey is non-linear. If your systems across marketing, sales, and success aren’t integrated, buyers experience friction — and you miss the moment. Her key message: RevOps can’t be your afterthought for B2B marketing, consider:  Build operational resilience  into your campaigns from day one. Upskill marketers  in data fluency, journey mapping, and automation logic. Ditch the MQL handoff model  — ABM is a revenue team sport. 💬 My Take: Why ABM Can’t Thrive Without RevOps After a decade at the intersection of ABM and GTM, I’ve seen it repeatedly: siloed teams = broken buyer experiences. In a RevOps-first world, ABM isn’t just about targeting the right accounts — it’s about orchestrating a seamless, insight-driven journey  across every touchpoint. That means marketers need to go beyond creative execution and own the operational mechanics: systems, signals, and sync points. If your 6sense or Demandbase insights aren’t surfacing in Salesforce, or your lead-to-account matching isn’t tight, you’re already leaking pipeline.   RevOps isn’t support, it is a strategic pillar for ABM success.  🔥 What’s Trending: Hot Picks from Web This Week 🛍 ChatGPT gets smarter at shopping: OpenAI just gave ChatGPT a serious shopping upgrade  — it can now pull in real-time product listings directly into your chat, with even integrations with Shopify  and Klarna .  👥  LinkedIn’s Echo Chamber Problem: Mark Stouse (Proof Analytics) nails it: LinkedIn’s algorithm favors engagement velocity and echo chambers , but that’s great for virality, but not so great for nuance or diverse perspectives. 🔦 Case Study:  Nothing this week — hit reply if you’ve got something interesting to share! 🛠 Martech Spotlight: Cool Tools & Innovations ✨ Karrot.ai  — Launch personalized LinkedIn ABM ads  in minutes. Scale 1:1 ad experiences without the heavy lifting. I just joined their Beta launch.  ✨ Promptaa  — A prompt library for your AI workflows. Start with a rough prompt, let AI enhance it, and save the best ones for later. I tried it last week and am still exploring use cases!  📚 Knowledge Vault: Must-Read Resources 🎯 Guide on ABX Campaigns Step by Step Plans ZoomInfo breaks down how to launch dynamic, signal-based ABX campaigns across multiple channels — and track them all from a  single hub . We recently set up a few for a client and wanted to share the guide . Image Credit: Zoominfo 📈 Guide on How to Build Personalized B2B Ads at Scale Generic ads don’t cut it anymore. Modern B2B buyers expect Netflix-level personalization — and smart marketers are delivering it at scale . Read the full article ⚡ Execution Tips & Tricks for ABM Success  🔁 Automate Your Google Ads Workflow with the ChatGPT API - Try to use ChatGPT API  to automate time-consuming tasks  inside your Google Ads workflow, like running search term waste audits, automate cross-account performance reviews, etc.  🧱 Build Modular Content Systems for Scalable ABM Personalization - From now, consider building modular content systems by starting to invest in templates with swappable elements , a reusable library  of content blocks, and use human oversight to supervise the personalization rules and triggers to ensure they align with your ABM/ABX strategy.  📬 Email Copywriting Tip: Brackets First. Value Always. 💡 “Start your subject line with brackets.” – Jay Schwedelson, Founder, SubjectLine.com . Why does it work? In the words of Jay, “Your prospect’s inbox is a scroll, not a file cabinet. Your subject line needs to stop the scroll.”  🎤 ABM Insider: Must-Attend Events GTM Hot Takes Show – Why Marketing Should Own the Whole Funnel 📅 May 08 | 🕚 11:00 AM EDT👉 See lineup From MQLs to Buying Groups: The Evolution of B2B GTM Strategy 📅 May 20 | 🕚 11:00 AM – 12:00 PM PDTWith Forrester Principal Analyst Amy Hawthorne👉 Register here Salesloft Virtual Summit: The Winning System Now available on demand👉 Watch the replay 💬 Quote of the Week "Think of the inbox as a social scroll. Your job is to catch the eye — then offer value. The majority of the time you hit send, you're giving, not asking." — Jay Schwedelson, Founder, SubjectLine.com 👉 Great marketing = creative storytelling + operational excellence. — Alice de Courcy, CMO of Cognism All content in this newsletter was written and edited by Océane Li—not AI 🤖 🧠 Ready to revamp your strategy? Check out our past editions  or let’s chat . 🎯 Until next time— stay bold, stay targeted. 📩 Subscribe here  | Read more insights

Edition #35 | Published April 28, 2025 Tariffs are rising, sales cycles are stretching, and buyer behavior is fragmenting faster than most GTM teams can react. But resilient organizations are reinventing how they execute ABM, use GenAI internationally, and rethink go-to-market fundamentals. In this week's edition, we dig into how the best teams are evolving their ICP strategies, building ABM motions and GTM systems that are designed to adapt and thrive in uncertain markets . 🚀 The Pulse: Must-Know Industry News Forrester B2B Summit Recap: Rethink Buyer Networks and ABM Execution One of my favorite takeaways from this year’s Forrester is that buyers are complex networks . The average B2B deal now includes ~13 internal stakeholders  and 12 external influencers  according to Forrester. Keynote speakers also urged marketers to move beyond MQLs and shift toward group-based buying signals . Beyond this, roughly 90% of tech buyers consult AI tools during research, making AI literacy and unified data critical for personalizing across all network members​.  Relevant reading: Buying group augmentation DemandScience is Consolidating Personalization at Scale.  Their recent acquisitions bring Bound (for AI-powered website personalization) and DemandJump (for search-behavior content strategy) into one platform, letting GTM teams turn anonymous visitors into high-intent account signals . In a budget-tight environment, precision matters more than volume. Relevant reading: AI driven personalization for better ROI in ABM Demandbase Unveils Marketplace to Make ABX Composable and Agile  Demandbase launched an in-platform Marketplace  and Developer Portal in April to help GTM teams unify their tech stacks. The Marketplace provides a centralized hub with 110+ certified integrations (including new TechTarget , Workato, and Adobe Real-Time Customer Data ) to plug directly into  account-based workflows .  Relevant reading: ABM on a Budget? Yes you can. Salesloft Rolls Out GenAI Agents for Email + Chat Spring brings two AI-driven GTM agents: The Email Personalization Agent  (writing human-sounding, account-specific   emails  using brief-level insights ), and, The Chat Agent  (Delivers intelligent, conversational experiences for site visitors, routing qualified leads directly to sales for conversational ABM).  With velocity declining and SDR headcount frozen, Salesloft’s new agents aim to automate the repeatable process to make it more efficient.  Seismic x ZoomInfo: AI Copilot Drives 54% Rep Productivity Gains In a recent case study , Seismic reported using ZoomInfo’s AI-powered Copilot across its sales organization to surface account insights and tailor outreach. The integration identified or influenced 39% of Seismic’s active sales pipeline  through AI signals, and sales reps became 54% more productive  on average​. More teams are using GenAI to cut response time and eliminate generic outreach.  🎙 Voices of Influence: Insights from Industry Icons CMOs Tackle Trade Turbulence and Pipeline Decline (from Pavilion C-Level Roundtable Recap ) Tariff volatility has pushed U.S. trade-weighted average rates above 27%, causing deal velocity to plummet (down from 43% to 29%) and triggering procurement freezes across verticals.  Pavillion’s executive roundtable laid out the key strategic GTM plays for executives to navigate the new tariff landscape. I find those following strategies highly relevant to account-based GTM, and would recommend reading the elaborated strategies on Pavilion C-Level Roundtable Recap . Rebalance ICPs  based on at-risk verticals and identify the second prioritized ICP.  Focus on Anticipator and Translator rep personas  over classic Challenger models. Apply GenAI internally  to build enablement playbooks and coaching frameworks. Get surgical with pricing  to improve ACV and defend margin. 🔥 What’s Trending: Hot Picks This Week According to Bain & Company, Marketing now has a new middleman   - AI agents . It is now the first touch for many buyers. Expect more "zero-click" journeys  as AI engines summarize, compare, and shortlist products before your site even loads. Reddit Answers (Beta) : AI that pulls Reddit user insights into digestible summaries. Think of it as GenAI powered by real conversations from Reddit users, a new signal source for audience insights . 🔦 Case Study: BlueBotics's Multi-Layer ABM Strategy and Campaign Success A hybrid ABM play from BlueBotics  (an ANT navigation tech) combined one-to-many digital tactics with one-to-few personalization  to drive real results: 400 target accounts identified; 12 received deep personalization. $4.5M+ in pipeline; $1M closed-won. 160 new relationships and wins with Michelin, ABB, Toyota Forklift.  Our key takeaways: Scale and depth aren’t mutually exclusive, consider a multi-layered ABM strategy to combine personalization / depth with scale for a well balanced reach and account engagement.  🛠 Martech Spotlight: Cool Tools & Innovations Clay + Gong AI Integration : Use AI to mine Gong call transcripts and push key signals into automated workflows, finally putting unstructured conversation data to work. Claude x Google Workspace : Claude can now access your Gmail, Calendar, and Docs to prep emails and meetings with personalized AI support. Marketer’s productivity matters!  📚 Knowledge Vault: Must-Read Resources How Learn how early stage startups are building resilience  in uncertain economic environments using AI in GTM playbook. Fixing ABM’s fatal flaws  with Jay Saling, Demand Gen Lead @ Pipe was such a killer event last week. Worth watching!  2025 Database Strategy Report : 66% of marketers say data quality is a top-3 GTM priority. ⚡ Execution Tips & Tricks for ABM Success  Build a Dynamic ICP : Start at 10:55 for real-world examples that outperform static segmentation. Analysing your LinkedIn Ads performance without the pain of manually pulling performance data into LLMs? Recently the industry has coalesced around the possibility to allow you to connect an LLM to an external data source . Join the waitlist. 🎤 ABM Insider: Must-Attend Events Salesloft Virtual Summit  - An event that focuses on both strategy and tactical framework to drive predictable and scalable revenue growth – April 29, 11:00 AM - 12:30 PM EST Madison Logic: ABM Content Best Practices Webinar  – April 30, 11:00 AM – 12:00 PM ET Inside the Shift to a Modern B2B Content Operating Model   – May 7, 2:00 PM ET  💬 Quote of the Week Praise-Led Marketing – when you make others look good, they’ll happily promote you. - Tom Orbach ( Head of Growth Marketing @ Wiz) All content in this newsletter was written and edited by Océane Li—not AI 🤖 🧠 Ready to revamp your strategy? Check out our past editions  or let’s chat . 🎯 Until next time— stay bold, stay targeted. 📩 Subscribe here  | Read more insights → http://www.nextgenabm.io/insights