Account-based Marketing: Best of LinkedIn CW 26/27

Hello Everyone,

I hope your week started wonderfully! Below are our bi-weekly results for the best LinkedIn posts on ABM.

This time we have handpicked 42 posts across CW 26/27 and three new people you should not miss out on following (to date: 1.233 posts written by 243 people)

Another event I sadly missed! BUT at least we have an insightful recapIn by Joel Harrison . The B2B Ignite 2024 took place on 3rd of July in London.

ABM Connect in London will take place next week on 17th of July 2024. I'm looking forward to joining the event initiated by Joanna Moss , Salesforce . Who else will be there?

Have a great week ahead,

Thomas

Ps.: Happy to receive your thoughts about additional posts we missed and relevant ABM people to have a look at

GenAI in ABM? Trick or Treat?

We’re at the forefront of leveraging cutting-edge tools to optimize workflows, enhance data quality, and reduce effort in our account-based marketing (ABM) projects. Better to be a First Mover than to be eaten :)

We′re testing and working with GenAI quite intensively. E.g. we've built our own specialized GPTs to cater specifically to ABM and other portfolio services. Additionally, sharing these innovations/ GPTs directly with our clients

GenAI, when used correctly, is an unparalleled game-changer. It streamlines processes, generates insights, and enhances the customer experience. However, misuse can erode trust, damage reputations, and negatively impact the customer journey

Let′s dig into a few examples - good ones and bad ones:

Best Use Cases:

• Summarizing Whitepapers and Documents: AI excels at processing large volumes of text, making it perfect for summarizing complex documents
• Generating Content Ideas: AI is a great brainstorming tool, providing fresh ideas and perspectives that can inspire high-quality content creation
• Simple Research Tasks: Tasks like finding websites and enriching gender data are handled with about 90% accuracy, providing a solid base that manual checks can easily refine
• Account Rating: Using existing data sets, AI achieves 95% accuracy in rating accounts, saving significant time with a reliable foundation for manual verification (depends on complexity)
• Excel Formulas: AI can generate accurate formulas within a few iterations, saving time while requiring an understanding to interpret and apply results correctly

Worst Use Cases:

• Content Writing: AI-generated content often carries tell-tale signs like repetitive phrases and contextual errors. While it’s useful for generating ideas, direct use without human refinement can be detrimental (personally, I don′t like AI generated content, I want to perceive the personal impressions and perspectives, that are often missing in AI optimized texts)
• Strategic Research: Current online search functions are limited, often missing key insights and presenting inaccuracies, making it risky for high-stakes accounts (to be fair: This is highly relevant to us, that′s why we invested quite a lot to test it out)

What are your experiences?

We use generative AI daily, but with thorough risk assessments and manual checkpoints to ensure the highest quality and accuracy. It's a powerful tool in our ABM arsenal, driving efficiency and innovation when used wisely.

Let′s have a chat and discuss if you want to know more

B2B Ignite Event 2024

Thanks Joel Harrison for the insights on the B2B Ignite Event 2024!

B2B Ignite 2024 was a day of learning, networking, and inspiration, with an exceptional buzz.

Key takeaways included the need to discard restrictive brand guidelines, emphasize culture for communicating commercial value, prepare for the impending “cookie apocalypse,” and embrace AI’s current impact.

The key speakers talked about successful partnerships, that require brands to support rather than overshadow creative projects.

And the fact, that Marketers must believe in their role as change agents and love what they do.

Definitely worth a read – don't miss out on that.

Upcoming ABM Events

Please let us know if you come across any additional events that will add value.

• 17 July 2024 | ABM Connect by Salesforce with Bev Burgess and Joanna Moss
• 17 July 2024 | Will ABM marketers become the GTM leaders of tomorrow? by B2B Marketing
• 18 July | HubSpot x LinkedIn Sales Nav x LinkedIn Ads: The Ultimate ABM Setup by Wouter Dieleman with David Chevalier and Sjors de Kleijn
• 07-09 October 2024 | B2B Summit EMEA by Forrester
• 6?November 2024 | The Global ABM Conference by B2B Marketing
• 27?November 2024 | B2B Marketing Awards by B2B Marketing
• 27-28 November?2024 | B2B Marketing Expo by ROAR B2B

Interesting ABM Posts in Calendar Week 26

The ABM effect and emerging tech on Jakob L?wenbrand's podcast Alisha Lyndon

From agency land to client-side: My 6-year marketing journey Katie Colbourne

I will die on this hill...ABM is not for everyone! Tania Saez

3 tips to ABM with LinkedIn ads Justin Rowe

Creating an ICP-led growth model Aika P.

Personalized outreach: ABM strategies for meaningful engagement Bill Murphy

B2B marketing: The shift from trade shows to digital strategies Chris Walker

Why analogies in LinkedIn posts need a rethink Greg Acquavella

ABM challenges: Changing the narrative and resetting expectations Jenna Chambers

Lead nurturing over lead generation: The impact of agenda-free conversations Laura Hannan

Monster abm checklist: Everything you need for a successful campaign Omprakash Karuppanan

MQLs are not dead: How to make them work effectively steve armenti

The power of ecosystems in your GTM strategy ?? Allison Munro

Improving GTM strategies with CMO-CFO collaboration Dan Sperring

Measuring brand awareness: Essential tips for B2B marketers Vladimir Blagojevi?

Aligning sales, marketing, and customer success for ABX success Arun Gopalaswami ??

Unlocking B2B marketing success: Effective GTM strategies revealed Andrei Zinkevich

The power of a positive buying experience: Insights for sales reps Anthony Natoli

Boost engagement and conversion rates: ABM strategies for success Megha Rungta

Revamping B2B strategies: Moving beyond aggressive tactics Jon Miller

Prospecting culture: Beyond cold calls in modern sales orgs Todd Busler

Interesting ABM Posts in Calendar Week 27

Is outbound marketing really dead? 82% of companies don't think so Corrina Owens

From broad demand gen to precise ABM: Our success story Cristina Daroca

Have you added pursuit marketing to your ABM mix yet? Declan Mulkeen

Valuable advice on GenAI for GTM from industry experts Dorothea Gosling

Managed Services und Retainer im Consulting Business? Nicolas Wandschneider

Key themes @ B2B Ignite Hannah Tummey

Customer journey in B2B: All your questions answered Ingrid Archer

Building B2B GTM systems with Clay: 7 real-world personalization cases ? Michael Saruggia

Senior marketers' perspective on AI-driven hyper-personalization in GTM Yulia Olennikova

Transform your sales pipeline with N.Rich's data-driven approach Mia Tayam

How go-to-market alignment drives growth and efficiency Simcha (Simka) Kackley, MBA, OMCP

Common pitfalls that erode buyer trust in B2B marketing Alon Even

2024 ABM trends: AI integration, customer focus, and sales-marketing harmony Jon Russo

Transforming GTM execution: Lessons for efficient growth in 2024 Koen Stam

The pitfalls of transactional motives in marketing tactics Liam Moroney

From dreams to reality: My ABM journey from a small agency to big success ??Tania Saez??

Revolutionizing B2B marketing and sales with WPPopen and IBM Stephan Osthues

Bridging the buyer-seller gap: New research reveals insights for 2024 Alper Yurder

Debunking the myths: The real value of multi-touch attribution in marketing Katrine Rasmussen

My takeaways from B2B Ignite 2024 Joel Harrison

Effective prospecting: A data-driven approach Harry Monkhouse

Transforming buyer engagement: Unconventional content strategies Daniel Zsolt Rényi

Whom to Follow on LinkedIn - Newly Added

What's Next?

We filter out and handpick the most relevant posts about account-based marketing each week to help you navigate the LinkedIn jungle and find real value.

We look forward to hearing your thoughts.