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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...
You’ve done the hardwork. Now capture buyers where it matters most - your website! If you're a 6sense customer, you’re already ahead of the game with intent-based marketing. You've built your 6QA segments, aligned your paid and outbound motion, and are working hard to bring high-fit accounts into your pipeline. But here’s where you may be slower to win the race: once buyers hit your site, they often get lost in a sea of undifferentiated content. Imagine someone having to...
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....
B2B marketing is harder than ever. More noise, more buyers involved in the process, and more complex buying journeys have posed a significant challenge for marketers to be effective. With the average B2B buying group now including at least 9-10 stakeholders, and a sales cycle that can last up to 11 months, B2B marketing is no longer tactical – it’s strategic and requires a complete mindset shift. Our annual B2B buyer journey report is an attempt at cultivating this shift...
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...
We recently had the pleasure of sitting down with Michal Roche, VP of Marketing at Granulate, to discuss the critical relationship between marketing and sales, and explore how to excel when trying to align between these teams and the CEO. Here are the key takeaways: Establishing Alignment Across Teams One of the first topics highlighted was the importance of fostering alignment between marketing, sales, customer success, and product teams. Miscommunication or lack of shared goals often creates unnecessary tension, particularly...
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,...
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