Read this article to see why GTM teams marketing and selling AI solutions are only seeing limited returns in 6sense, Demandbase, Tech Target, Intentsify, Bombora and other intent data and ABM platforms. You will learn why intent is not enough if you want accounts that will land and expand with you and provide you with the greatest NRR growth.

In a recent Forbes article, “Rethinking How We Sell AI: From Transactions to Transformation”, the author (Jason Snyder) mentioned: “ AI isn’t a utility. It’s a transformation. And, transformation doesn’t come packaged in a SKU. The miracles people expect from AI - automating entire workflows, revolutionizing supply chains, predicting disease, ending hunger - don’t live in some pre-trained model you can swipe a credit card to access. These outcomes require time, trust, and tailored guidance. You can’t sell and market a miracle like it’s a microwave. AI demands context. Without it, all that “compute” generates noise.” To avoid noise, we need to rethink how we’re marketing and selling AI and digital transformation with our ABM content.

Read this article to see how AI and digital transformation tech companies need to change their approach to content.

Many GTM teams retrofit ABM on top of existing content, messaging and processes – and then wonder why there is limited revenue impact. Part of the reason is that they didn’t change their ABM content to support the program, sales, customer success or buyers. Inside this article, you’ll see why….

● DAT Freight and Analytics struggled to go upmarket and engage enterprise buyers
● OpenWorks kept losing on price
● Uniphore saw accounts like Bank of America go dark after engagement
● Digizuite consistently lost to lower-cost providers (Bynder) and suites like Adobe and Sitecore
● Sumerian (now ITRS Group) was challenged with driving stage progression
● Ascension Logistics was not driving margin growth and expansion with companies like Sephora

More people are talking about an account-based GTM. But, is ABGTM just another acronym like ABM, ABE, ABS, ABX? How does an account-based GTM differentiate from how teams are doing ABM today? What does an account-based GTM look like?

This article, the first in a series of articles that we will be doing on an account-based GTM will answer your questions.

When you target your core and engage with them the right way, that’s when win rates go up, stage progression accelerates, sales cycles go faster, and deal sizes increase.
When you align with your core, you build retention, you drive customer lifetime value, and expand deals as you provide greater value to them. But, very few GTM teams align with their core. They do not even know what their core is as they only defined their Total Relevant Market and not their ICP. This article shares how to define your ICP and the Winnable Accessible Market segment within your ICP.

At Personal ABM, we believe that ABM is not really about accounts. Everyone focuses on tiering, segmentation and prioritization of accounts but ABM is really about improving the interactions that teams have with the human buyers in the accounts we want to win,...

Many GTM teams obsess over intent and it’s what they’re using to select ABM accounts even though there is very little predictability with the data that 6sense and others deliver. It doesn’t predict future actions, buying behaviors or if an account will grow with you or churn.

Inside this article, you’ll learn about the signals and account insights that should be layered on top of intent data to help you focus on the accounts that are most predictive of moving forward with you in a big way. You’ll see how you can identify accounts that are predictive of high-value land and expand wins as customer lifetime value is the metric that ABM should ultimately be looking to impact.

We’ve been talking to Chief Sales Officers, VPs of Sales and other sales leaders that are wanting to move away from a transactional sale to a more strategic, account-based selling motion. However, instead of this being an organizational-wide initiative, it’s one that the sales team is undertaking on its own with limited success.

Read this article to see why enterprise sales transformation needs to start with marketing – and how we need to change the complete go-to-market.

ABM does not stop after an account is in the pipeline. ABM focuses on the journey a buyer takes from start to finish. Every touchpoint and piece of content forms part of the account experience with the aim of drawing an account through the sales funnel to a closed deal.

Impacting the buyer journey and customer lifecycle requires an account-based marketing alignment and integration across marketing teams. Read this article to see the role that product marketing, demand gen, field marketing and customer marketing can play in an ABM program.