I wish we’d move away from ABM being a thing that only some B2B GTM teams do. Targeting the right accounts based on ICP fit, marketing to people based in their persona & account’s buying stage, marketing/BDRs/AEs engage in a coordinated full funnel approach, etc. should just be what all B2B companies do.
Feel the “new” thing is how to create a customer first buying experience. More and more buyers will use public GPT LLMs to research how to solve their problems, compare vendors, and form a detailed opinion on techniques and solutions before visiting a companies website. Then once on your website, buyers will want to engage with company in a similar fashion where they can communicate with a voice/text avatar to essentially take them through initial discovery, demo, pricing, etc before they talk to a human.
Once buyer and seller humans are both talking, the buyer will expect 24/7 quick response to questions about technical details, pricing, the proposal, Infosec/legal, etc. This translates to the seller having an AI agent that knows the specifics of each detail and knows what it can answer vs what should be escalated to sales. It also means as marketing and sales continue to market and multi-thread throughout the deal, the messaging and content shared is specific to the active deal convo.
You’re absolutely right, Kory. The trend is there. Marketing and sales MUST work together on account journeys aligning to how their buyers research and buy. The era of siloed motions (lead gen, outbound, inbound) is vanishing.
I wish we’d move away from ABM being a thing that only some B2B GTM teams do. Targeting the right accounts based on ICP fit, marketing to people based in their persona & account’s buying stage, marketing/BDRs/AEs engage in a coordinated full funnel approach, etc. should just be what all B2B companies do.
Feel the “new” thing is how to create a customer first buying experience. More and more buyers will use public GPT LLMs to research how to solve their problems, compare vendors, and form a detailed opinion on techniques and solutions before visiting a companies website. Then once on your website, buyers will want to engage with company in a similar fashion where they can communicate with a voice/text avatar to essentially take them through initial discovery, demo, pricing, etc before they talk to a human.
Once buyer and seller humans are both talking, the buyer will expect 24/7 quick response to questions about technical details, pricing, the proposal, Infosec/legal, etc. This translates to the seller having an AI agent that knows the specifics of each detail and knows what it can answer vs what should be escalated to sales. It also means as marketing and sales continue to market and multi-thread throughout the deal, the messaging and content shared is specific to the active deal convo.
You’re absolutely right, Kory. The trend is there. Marketing and sales MUST work together on account journeys aligning to how their buyers research and buy. The era of siloed motions (lead gen, outbound, inbound) is vanishing.