Evaluate and Elevate GTM ROI with First-Party Data

We recently had the pleasure of joining the AI Marketers Guild (AIMG) to discuss one of the most pressing topics for B2B marketers: understanding how to utilize first-party data in order to evaluate and maximize GTM strategies. Our CEO, Avishai Sharon, shared actionable insights from Trendemon’s 2024 buyer journey research and introduced our GTM Compass, designed to help marketers navigate the challenges of 2025 and beyond.

2024 Insights: The Current State of GTM Strategies

Our latest research on buyer journeys revealed key trends that shaped 2024. One striking insight was the growing size of B2B buying committees, with an average of 15 people involved in decisions—up from 13 the previous year. Despite increased engagement, buyers are consuming less content per session, underscoring the need for highly targeted and impactful website experiences. Additionally, while marketers are ramping up investments in paid media and content, conversion rates are declining, highlighting the challenges of cutting through the noise in a crowded digital landscape.

Takeaway: GTM Success in 2025 means doing better, not just more.

The Shift from Lead-Based to Account-Based GTM Metrics

The session also highlighted a fundamental shift in GTM strategy: leads are no longer reliable leading indicators of sales success. Instead, account-based metrics, such as Engaged Qualified Accounts (EQAs), provide a clearer picture of pipeline potential. These insights are drawn from first-party data, tracking account-level engagement with high-intent content like pricing pages and competitor comparisons.

Takeaway: Focus on identifying and nurturing EQAs to predict and drive pipeline growth.

Personalization at Scale: Moving Beyond the Basics

Our research shows that B2B buyers are more anonymous, distracted, and selective than ever. To break through the noise, marketers must embrace dynamic personalization, tailoring website experiences to diverse personas within buying committees. Personalization is not about displaying logos and names of identified companies, but about understanding and addressing the buyer’s needs.

Takeaway: Leverage AI-powered tools to create persona-driven content journeys that guide buyers seamlessly through their decision-making process.

AI-Powered Insights and Optimization

The session includes a live demo of our GTM Compass, a free tool designed to empower marketers with actionable insights into their website’s performance. From deanonymizing traffic to identifying high-intent accounts and mapping their journeys, the GTM Compass equips B2B teams to make data-driven decisions. We also shared a glimpse of our AI features, which summarize account activity and recommend next-best content to drive engagement.

Takeaway: Use AI not just for content generation but for listening and understanding buyer behavior, and ultimately delivering hyper-relevant experiences.

What’s Next?

Success in 2025 won’t come from doing more but from doing better. It’s about focusing on clarity, trust, and buyer-centric strategies. 

Click here to learn more and claim your free GTM Compass.

View the full presentation here.

Watch the video of the full session: