OnBase: Smashing Sales and Marketing Misalignments
Ep. 522 | ABM & AI: Driving B2B Growth Today and Tomorrow
Episode Summary
In this episode of OnBase, host Paul Gibson sits down with Shimon, a leading voice in B2B marketing from SPOTONVISION. The duo dives into the big topic of bridging short-term wins with long-term growth while discussing how Account-Based Marketing (ABM) and Artificial Intelligence (AI) are transforming the future of B2B marketing strategies.
With insights drawn from years of partnership and expertise, this conversation explores how to balance immediate results with long-term objectives. Whether you’re looking to improve 2025 metrics or future-proof your marketing strategies, this episode offers actionable takeaways to help your team succeed.
Key Takeaways
Short-Term and Long-Term HarmonyAchieve a balance between quick wins that boost immediate outcomes and strategies for sustained growth.
The Role of AI in B2B MarketingLeverage AI to enhance data analysis, improve personalization, and optimize campaign efficiency.
ABM Done RightAdopt evolving Account-Based Marketing practices to create impactful engagements and measurable results.
Future-Forward Marketing StrategiesStay ahead by understanding the trends and innovations shaping the future of B2B marketing.
Quotes
"The future of B2B marketing lies in leveraging the power of AI to do more with less, while keeping personalization at the core."
Best Moments
04:00–07:00 – Shimon dives into his career path and how ABM became a core focus.
10:00–12:30 – Shimon explains how changing buyer behaviors redefines sales and marketing strategies.
15:00–18:00 – A closer look at how ABM and AI address misalignment challenges.
24:00–26:00 – Shimon shares his insights on the future role of AI in account-based GTM.
- 30:00–33:00 – Predictions on the next evolution of ABM in the B2B space.
Tech Recommendations
- Trendemon - Highlighted as a platform that provides real-time personalization and insights to customize content for website visitors, leveraging AI for ease of use.
Resource Recommendations
Books:
Mindset by Carol Dweck - Suggested for fostering a growth mindset and improving team collaboration and alignment.
- Atomic Habits by James Clear - Advocated for creating effective personal and team habits for growth and success.
Shout-Outs
Joel Harrison - Founder, B2B Marketing
Ryan Almond - Global Marketing & ABX Director, Henkel
- Ingrid Archer - Managing Partner, SPOTONVISION
About the Guest
Shimon is a visionary leader who believes in the power of trust, purpose, and shared ambition to bring people together. He envisions a world where businesses don’t just grow but thrive through meaningful relationships—both with their customers and within their teams.
In B2B, Shimon sees one of the most powerful yet often overlooked connections: the alignment between marketing and sales. When these two forces come together, businesses don’t just see results—they create a real, lasting impact.
Every day, Shimon is on a mission to turn this vision into reality. Whether through the conversations he sparks, the communities he builds, or the insights he shares, he is constantly looking for others who share this belief. For those who want to create a world where relationships—between businesses, between people, and within organizations—are the true drivers of success.
Website: Spotonvision.com
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