Traditional go-to-market motions are being stress-tested by budget scrutiny, AI disruption, and shifting buyer behaviors, and as a result - marketers are being challenged to adapt. We sat down with Hillel Zvi, Head of SEO and ABM at Check Point, and Greg Campbell, Head of Strategic Growth at Infuse EMEA, to unpack a bold ABM evolution story—complete with the pivots, pitfalls, and practical playbooks B2B marketers need today. The Lead-to-ABM Leap: Bridging the Sales-Marketing Divide Check Point faced a main...
Buyer journeys start anonymously—and often stay that way unless marketers find new ways to earn attention, relevance, and trust. In our recent session with Eric Cisternelli, Senior Digital Marketing Manager at Bitsight, we explored how Bitsight tackled this challenge head-on using an “always-on” personalization strategy powered by Trendemon. Here's a look at how they turned anonymous visits into meaningful engagement, and what other marketers can learn from their approach. Always-On Means Always-Relevant Bitsight’s audience—cybersecurity leaders—are notoriously privacy-savvy, making it especially...
Shifting to account-based marketing (ABM) isn’t just a marketing tactic—it’s a strategic transformation that requires organizational alignment, the right tools, and a fresh mindset. In a recent session with ABM expert and fractional CMO Paola Piccinno, we unpacked the ten most common pitfalls that companies face during the transition to ABM—and how to avoid them. Whether you’re piloting your first ABM program or scaling it across teams, this is your roadmap to doing it right. 1. Building the Wrong (or...
In this webinar we explored the powerful shift from traditional Account-Based Marketing (ABM) to Buying Group Marketing (BGM)—a more precise, people-first approach that accounts for the complex nature of B2B purchase decisions. This shift is being driven by the need to personalize buyer journeys at scale—across roles, product interests, and decision stages. Here’s a summary of the key insights from the webinar, along with practical strategies for putting them into action. Why Buying Group Marketing Is the Natural Evolution of ABM...
Website personalization has quickly become a core pillar in B2B GTM strategies—but it’s often misunderstood, overcomplicated, or misapplied. In our recent webinar, Demystifying B2B Personalization, we broke down what personalization really means, why it’s become a must-have, and how companies at different maturity levels can approach it pragmatically. Whether you're a one-person marketing team or a scaled enterprise, this session provided clear frameworks, real-world examples, and actionable insights to help you optimize your personalization efforts. What Personalization Really Means in...
In the age of pipeline-focused GTM, most B2B marketers are still stuck using analytics tools designed for a different era — and a different business model. For this insightful webinar we teamed up with Elad Hefetz, CEO of Airfleet, to unpack why legacy analytics tools like Google Analytics fail to meet the needs of B2B marketers. We also offer a path forward: rethinking how to define success, what we’re measuring, and how to link website experience directly to revenue. The...
In a recent webinar, Tenable's marketing team shared how they're transforming their ABM strategy by combining account intelligence with website personalization to drive measurable business results. Here's what we learned about their journey from reactive to always-on marketing. Hard Facts - B2B marketing in 2025 is shaped by a new set of expectations. Buyers prefer self-directed research, CMOs own larger portions of the revenue engine, generic outreach falls flat, and expectations for marketing impact continue to rise—all while budgets shrink....
You’re a B2B company gearing up to launch a new product or service in a tough, competitive market. Traditional marketing tactics just don’t cut it anymore, so you’re turning to GTM strategies to drive results and achieve your goals. The challenge? How do you demonstrate ROI and measure impact in an oversaturated market where the B2B buyer’s journey is anything but simple. In a thought-provoking discussion with Trendemon’s CEO Avishai Sharon, Paul Wright, Head of Media and Technology at Gilroy,...
What do you get when two experienced marketers get together to talk about GTM strategies? A gripping conversation about breaking paradigms, changing the discourse on inbound vs outbound, and advocating for audience-centric marketing. Avishai Sharon, CEO of Trendemon, and Idan Carmeli, Managing Director of Go Envy, a B2B marketing agency for tech companies, share their insights on one of the most heated topics in GTM strategies: Inbound vs outbound - which way should you go? Especially when you’re a startup...
We recently had the pleasure of chatting to Simon James, Senior Global Marketing Operations Manager at Everbridge. Simon joined us for an insightful conversation on driving operational transformation in large organizations. The discussion covers the nuances of aligning technology, teams, and strategy to achieve success in modern B2B marketing. Simplifying Complexity by Building a Strong Operational Core Establishing a robust operational foundation is the first step in any B2B Marketing transformation. This involves: Streamlining core tech infrastructure, including CRMs and...
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