24 Deals Closed. 135% ROI. One Proven Strategy. BDRs are the lifeline of pipeline growth, but without the right leads, prospecting is a time sink. Cloudflare cracked the code with Activate—turning 500+ survey completions into 120 pre-pipeline opportunities and 24 closed deals. How? By leveraging a survey-based demand gen strategy that: ? Eliminated low-quality leads and surfaced real buying intent ? Unlocked key pain points to accelerate deal velocity ? Empowered BDRs to focus on conversion-ready prospects We’re breaking it all down at Forrester’s B2B Summit 2025. Join Leah Woomer (Cloudflare) & Chris Rooke (Activate) for a live case study session: ?? Wednesday, April 2 | 1:30 PM Can't make the conference and want the blueprint for BDR success? Drop us a note and we’ll send you the insights! #B2BSummit #DemandGen #BDRSuccess #PipelineGrowth #Cloudflare #Activate_ms
关于我们
Activate (https://www.activatems.com) provides content-powered demand-generation and marketing services for technology marketers, based our team's expertise in developing buyer insights, high-performance content and a deep understanding of how people buy technology for their company. Activate develops insightful buyer personas, creates multi-platform content to engage prospects at every stage of the decision-making process. Founded in 2013 by a team of high-tech media and marketing executives with deep expertise in content, omni-channel marketing and marketing technology, Activate connects messaging, marketing and measurement to deliver pipeline.
- 网站
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https://www.activatems.com
Activate的外部链接
- 所属行业
- 广告服务
- 规模
- 51-200 人
- 总部
- San Francisco，California
- 类型
- 私人持股
- 创立
- 2013
- 领域
- Content Development、Lead Nurture、Field Marketing Events、Video & Multimedia Creation、demand generation、buyer personas、content audits、custom marketing programs、Account Based Marketing (ABM)和Marketing strategy consulting
地点
Activate员工
动态
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AI in B2B Marketing: A Tool or a Trap? 73% of B2B marketing teams are using generative AI—but are we truly leveraging its potential, or just scratching the surface? A new Demand Gen Report survey of 100+ marketers reveals some eye-opening trends: ?? Content creation dominates AI use cases—but AI-driven personalization and social media management are lagging. ?? Conversational AI is on the rise, enhancing buyer interactions and lead engagement. ?? Bad data = bad AI. Over half of marketers say data quality is their biggest challenge when implementing AI. AI is powerful, but without strategy, clean data, and execution, it’s just another marketing experiment. Where is AI driving results for your team? And where does it still fall short? Alicia Esposito | Emerald | #B2BMarketing #AI #DemandGen #MarketingStrategy #Activate_ms
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B2B marketers have been conditioned to believe that intent data = success—but what if that’s not the whole story? With budget scrutiny tighter than ever in 2025, the smartest teams are proving that ABM effectiveness doesn’t have to come with a hefty price tag. You don’t need expensive intent data platforms to build targeted, high-impact campaigns. Instead, you need the right strategies, execution, and creative resourcefulness to drive results. At Activate, we see it firsthand—teams that take a smarter, more strategic approach to ABM consistently outperform those who over-rely on costly tools. The key is using the right insights at the right time—and knowing where to invest for maximum ROI. ?? How can you identify and engage the right accounts without breaking the bank? ?? What hidden data sources can fuel smarter engagement? ?? How do top teams optimize ABM for impact, not just spend? If you’re leading B2B marketing efforts and challenged to do more with less, let's talk! steve armenti | #B2BMarketing #ABM #DemandGen #MarketingStrategy #RevenueGrowth #Activate_ms
The crew at ABM Answered blew me away. Their operation is a master class for quality content creation. I met with Sam Hall to record an episode and we talked about how to drive marketing results without expensive intent data tools. Here's a preview of the questions we got into. When Is the Right Time to Start ABM? from Saurabh Sanghi - MBA, CM “How do you explain all the great work marketing is doing without overcomplicating things?” from Matt Conway and Katie O’Neill from Noetic Sales Enablement AI in ABM: What’s Worth Using? from Juan Martienez from Autodesk And many many more. If you want to see the full transcript you can access the blog here: https://lnkd.in/g4SQWPzg
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B2B demand generation is no longer just about filling the pipeline—it’s about precision, efficiency, and real revenue impact. The role of marketing operations in demand gen has never been more critical, and the most successful teams are transforming how they execute. Key Takeaways: ? Marketing Ops = Demand Gen’s Secret Weapon – High-performing teams master automation, data, and martech to create seamless, scalable buyer journeys. ? Customer-Centric Strategies Win – Personalization and deep customer insights aren’t optional anymore—without them, demand gen efforts fall flat. ? Alignment Drives Impact – The best demand gen teams break down silos between sales, marketing, and RevOps to drive revenue, not just leads. ? Execution Without Strategy Is a Dead End – Running campaigns isn’t enough—strategic, data-backed execution is what separates top-tier demand gen from the rest. Demand generation is no longer just a function—it’s a competitive advantage. The best teams aren’t just generating interest; they’re driving measurable, sustainable revenue growth. Is your demand gen strategy keeping up? Darrell Alfonso | Indeed | #DemandGeneration #B2BMarketing #MarketingOps #RevenueGrowth #PipelineAcceleration #Activate_ms
Demand Generation is an art and a science. Here are the 7 key reports of the Demand Generation Leader. ? Note: PLG and ABM metrics are not included, these will be in a separate post. ? ?? Lead Volume & Quality – This shows how many leads move from one stage to the next, from marketing qualified to closed/won deal. Poor conversion rates at any stage can signal inefficiencies, misalignment, technical problems, and/or process problems. ? ?? Pipeline by Source – This shows how many opportunities come from each source or channel, though you can also show deals and/or revenue. This can show weaknesses and also opportunities to double-down investment. ? ?? Cost Per Lead & Cost Per Acquisition – Cost per lead is how much you pay for each lead on average. Cost per acquisition is how much it costs to acquire a new customer. If your CPL or CPA is rising too fast, you might be overpaying for low-quality leads or hitting audience fatigue. This helps you course-correct before it impacts ROI. ?? Funnel Efficiency – This shows how long it takes for a lead to move to the next stage. The longer it takes, the more friction exists in your process. Tighten handoffs, improve nurturing, and shorten deal cycles to accelerate revenue. ?? Average Deal Size – This shows the average size of a sale by customer segment. Understanding deal size by segment helps you focus on high-value accounts and activities rather than chasing low-revenue deals. ?? Pipeline & Revenue Forecast – This shows how much money you are on track to make based on historical trends and data. Forecasting pipeline ensures sales and marketing are aligned on targets and allows you to adjust strategy in real time. ?? Meetings Driven by Channel – This shows how many meetings you are booking by channel. This can help optimize upstream activities since it is more top of the funnel than pipeline by source. Is this helpful to you? What report would you add or change? Big thank you to the marketing and GTM leaders that gave me direction for this diagram! Including, Shannon Renz VP Demand Gen at LaunchDarkly, Karen Naves SVP of Demand Gen at Tealium, Thao Ngo ?? SVP of Marketing at Uptempo, and Scott Vaughan Chief Market Officer and GTM Advisor. PS: I'm writing more about this in my weekly newsletter "The Marketing Operations Leader" subscribe for free to keep leveling up your knowledge https://lnkd.in/g_3YC7BZ #marketing #martech #marketingoperations #demandgen
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ABM is no longer enough. ABX (Account-Based Everything) is the new standard for B2B tech marketers. The traditional ABM model—relying on static target lists and surface-level personalization—has become a commodity. Buyers today expect real-time, dynamic engagement that speaks to their specific pain points and needs. ABX shifts the focus from just targeting high-value accounts to engaging the entire buying group, creating a personalized experience for every key stakeholder across the journey. It’s time to prioritize engaged, in-market buyers rather than relying on traditional lead-based metrics. ABX aligns marketing, sales, and customer success teams, uses real-time engagement signals, and delivers agile, modular content tailored to each persona and buying stage. It’s not enough to cast a wide net—you need to be agile, data-driven, and buyer-centric. Are you ready to make the shift from ABM to ABX? Sonesh Prakash | steve armenti | #ABX #B2BMarketing #TechMarketing #SalesAndMarketingAlignment #AccountBasedMarketing #CustomerSuccess #GTMStrategy #Activate_ms
Fractional CMO | B2B Marketer | Content Marketing Strategist | Linkedin Marketer| Enterprise Sales Professional | Performance Marketer | Account Based Marketing | SaaS Enthusiast | Digital Marketing Trainer | Poet
ABM is Giving Way to ABX Let me explain this with an example of a fictional B2B SaaS company called CloudTalk in the cloud communications space. For years, CloudTalk thrived on traditional ABM—identifying high-value accounts, crafting personalized outreach, and nurturing leads through marketing campaigns. But soon, ABM stopped being a competitive advantage. Why? Every competitor was doing the same thing. Buyers—CTOs, IT heads, and procurement teams—were bombarded with similar messaging from multiple vendors. ABM had become a commodity. That’s when CloudTalk made the shift from ABM to ABX—Learn more about ABX from insights shared by steve armenti in his recent article on MarTech.org (link in comments). Why ABX? Because Buyers Expect More CloudTalk’s team started with a deep audit of their GTM strategy. Instead of just looking at target accounts, they examined revenue patterns, customer journey insights, and engagement data. The results were clear: - Their best deals came from unexpected segments—not just static ABM lists. - Leads stalled at the demo stage—messaging wasn’t aligned with real pain points. - Buyers wanted dynamic, real-time engagement—not just surface-level personalization. To stay ahead, CloudTalk evolved from ABM to ABX—aligning marketing, sales, and customer success across the entire customer lifecycle. How CloudTalk Shifted from ABM to ABX 1. Dynamic Targeting Over Static Lists Instead of relying on a fixed list of target accounts, CloudTalk blended first-party and third-party data to track "marketable audiences"—accounts showing real engagement signals. Example: A CTO of a fintech startup who downloaded a whitepaper on VoIP security, attended a compliance webinar, and engaged with CloudTalk’s LinkedIn posts wasn’t just a prospect—they were an in-market buyer. 2. Orchestration Across Buying Groups ABM focused too much on individual leads. ABX meant multi-threaded, multi-channel engagements across all decision-makers in an account. Example: CTOs received deep-dive reports on tech stack integration. - Procurement teams got a TCO (Total Cost of Ownership) analysis. - End-users were invited to "live test" CloudTalk’s AI-powered IVR system. 3. Agile, Modular Content Instead of One-Size-Fits-All Forget mass-produced eBooks. CloudTalk shifted to content that adapts to personas and intent signals. Example: A case study on VoIP security for fintech was repurposed as: - A one-pager for CFOs (ROI-focused). - A podcast episode for IT leaders (technical deep-dive). - A 30-second video for decision-makers (problem-solution narrative). 4. Account-Centric Metrics Over Lead-Based Metrics Instead of tracking just MQLs and SQLs, CloudTalk measured: - Which accounts showed strong buying intent? - How engaged were key stakeholders across the buying journey? - Were sales and marketing working together on real-time engagement signals? This revenue-driven approach led to better collaboration between sales and marketing.
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That's a wrap! Activate's SKO was a success. We hit the ground running in NYC! The energy was high, we have unique new products for our revenue marketing clients, the ideas were flowing, and together, we’ve set the stage for a year of unstoppable success for our customers! Lawre Morrow | Alana Fares | Lance Koller | Cori Gordon | Scott Miller | Kevin Thomas | Martha Schwartz | Tara Shapiro | Angela Duarte | John Taranto | Sal Silletti | Julie Fulkerson | Rachel Wyatt | Imran Suleman | Thomas Sheppard | Keith Kaskie | Angel K. | Chris Rooke | Ray Capitelli | Danielle Dembia | Colleen Hirner | Rob Raleigh | Catherine O. | Jessica T. | Kristin Kennedy | Edward Grossman | #Activate_ms #MQAEngine #TeamBuilding #SKO #B2BMarketing #DemandGen
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Cheers to Activate's SKO Dinner 2025. More exciting things on the way...stay tuned!! Lawre Morrow | Alana Fares | Lance Koller | Cori Gordon | Scott Miller | Kevin Thomas | Martha Schwartz | Tara Shapiro | Angela Duarte | John Taranto | Sal Silletti | Julie Fulkerson | Rachel Wyatt | Imran Suleman | Thomas Sheppard | Keith Kaskie | Angel K. | Chris Rooke | Ray Capitelli | Danielle Dembia | Colleen Hirner | Rob Raleigh | Catherine O. | Jessica T. | Kristin Kennedy | Edward Grossman | #TeamActivate #B2BMarketing #Activate_ms
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The countdown is on for Activate’s SKO in NYC – and we’re bringing the energy! We're not just focusing on strategy and planning; we're making sure to have fun while we do it. Watch out for Lenny the Doorman leading the charge with a dance to get everyone loosened up and ready to take on the year ahead. ???? #DemandGeneration #B2BMarketing #SalesSuccess #NYC #Teamwork #PlanningWithAPulse #CultureInAction #Activate_ms
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This Week’s Marketing Openings! Whether you’re exploring your next big move or know someone searching, these opportunities are worth a look. #HiringAlert #CareerOpportunities #NetworkingWins #JobSearch Amilia - VP Marketing - https://lnkd.in/e5dhdG6v Automation Anywhere - VP PR - https://lnkd.in/e_rKgwD4 ContactMonkey - Dir Growth Marketing - https://lnkd.in/e9XDC-qz First Round Capital - B2B Marketing Dir - https://lnkd.in/eEcWPsXP Case IQ - Dir of Product Marketing - https://lnkd.in/eNF9qiAf PlanSource - Growth Marketing Dir - https://lnkd.in/eFdKUeQ2 OffSec - Field & Demand Marketing Mgr, EMEA - https://lnkd.in/e8m3mVDw QGenda - Dir of Biz Dev - https://lnkd.in/e8muaNfP Datagence - Mgr of Marketing Comm - https://lnkd.in/eGue_BJX INRIX - Marketing Mgr - https://lnkd.in/evuhePuu Claravine - Sr Mgr, Integrated Marketing - https://lnkd.in/eX36eUr7 Box - Dir, SMB of Demand & Product Marketing roles - https://lnkd.in/eJm8juGj ADP - Mgr, Marketing Measurement & Insights - HRO - https://lnkd.in/ec_yYjTJ Fudo Security - Marketing Dir?- https://lnkd.in/enZvUNvv Fusion Growth Partners - Marketing Dir?https://lnkd.in/e78tKypD Akkodis - VP Marketing - https://lnkd.in/e7ESUUiN MeshyAI - Sr B2B Marketer - https://lnkd.in/e8nZHKpe BizDefender - CMO- https://lnkd.in/eqMVMtsy WTW - Marketing Dir?- https://lnkd.in/eHYbX7Q9 Unique - VP Marketing - https://lnkd.in/eYzUKfn6 Curbee - Sr Marketing Mgr - https://lnkd.in/eBCnBzeC Surety Systems - Dir Marketing - https://lnkd.in/eZTdmWZM Frame Amo - Marketing Mgr - https://lnkd.in/eNHrDd3u Unit21 - Head of Marketing - https://lnkd.in/eHrJYFyz SWEEP - Head of Marketing - https://lnkd.in/eXBvbzYi Objective Management Group - VP Marketing - https://lnkd.in/e_KEPHRB R2 Unified Technologies - Marketing Mgr - https://lnkd.in/ejfFcY44 Mediavine - SVP Marketing - https://lnkd.in/eJJsrs52 Gruve - Dir Marketing - https://lnkd.in/eVPQS5WC Experian - Dir of Digital Marketing - https://lnkd.in/eEvX7edk
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What an incredible experience at B2BMX West! We gained fresh insights into modern GTM strategies and—most importantly—connected face-to-face with so many passionate professionals. There’s nothing like the energy of live events, and we truly value the power of in-person engagement, striving to hold as many meetings that way as possible. We’re already looking forward to next year in beautiful Carlsbad, CA, and can’t wait to continue these conversations. If you’d like to explore how we create the highest-converting Sales Ready Opportunities, let’s stay connected! #B2BMX #B2BMarketing #DemandGen #SalesReadyOpportunities #InPersonNetworking #GTMStrategy #HQL #Activate_ms
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