OnBase: Smashing Sales and Marketing Misalignments Ep. 495 | The Art of ABM Optimization
Episode Summary
In this episode, Avishai Sharon, Co-founder and CEO of Trend Demon, discusses the evolving landscape of B2B marketing and the rise of account-based strategies as a solution to the challenges posed by traditional demand generation tactics. He shares data-driven insights on the changing buyer journey, highlighting decreases in buying group size and website engagement, but increases in conversion rates and marketing investment. Avishai emphasizes the critical role of storytelling and audience captivation in supporting the buyer's process, rather than solely focusing on lead capture. He provides recommendations for better alignment between marketing and sales teams around target accounts and the use of listening technologies and AI to optimize account-based efforts. Avishai predicts that ABM's future evolution will center on understanding anonymous buying groups and orchestrating seamless journeys across multiple channels.
About the guest
Avishai Sharon, Co-founder and CEO of Trendemon, is a passionate entrepreneur with 20 years of experience in the marketing and sales technology landscapes and their transformative potential. Prior to leading Trendemon, a company revolutionizing the way B2B marketers can effortlessly optimize website experiences and orchestrate buyer journeys, Avishai founded GISight, a leading software development agency serving Fortune 500 customers. He developed his leadership skills during his tenure as an officer in the Israeli Air Force, serving in various key technological roles.
Key takeaways
- Traditional demand generation tactics are becoming increasingly ineffective, leading to the rise of account-based marketing (ABM) as a solution.
- Buyer behavior has shifted, with buyers remaining more anonymous and having greater control over their journey. This has resulted in low conversion rates from MQLs to pipeline.
- Data analysis by Trend Demon reveals decreases in buying group size and website engagement but increases in conversion rates and marketing investment, indicating a potential shift from the bear economy.
- Storytelling and consistently captivating audiences are critical for demand generation, moving beyond just lead capture. This requires educating leadership on the new marketing landscape.
- Sales teams need to focus on listening and providing value to support the buyer journey, with the gap between good and poor sales performance widening.
- Alignment between marketing and sales around target accounts is essential, with a shared understanding of the buying group and the inputs required to qualify and vet accounts.
- Leveraging listening technologies and AI can help uncover insights, personalize content, and orchestrate buying group journeys across multiple channels, which is a key focus for the future evolution of ABM.
Quotes
"If we are doing our job correctly, we are saving our buyers time. And I think this should be probably the main benefit, or the main advantage, or the objective of any go to market organization." -Avishai Sharon
Recommended Resource
Podcasts:
- NexGen CMO with Kelly Hopping
- Nick Bennett’s People-First GTM Model on Marketing Powerups podcast
Connect with Avishai Sharon | Follow us on LinkedIn | Website