We discuss the transition from traditional MQLs to ABX, the challenges of the current marketing playbook, and the impact of AI on buyer-seller dynamics.

Jon shares insights on creating unique buyer experiences, the importance of positioning, and the need for a shift towards expert-driven marketing strategies.

The conversation culminates in practical recommendations for marketers navigating this new landscape.

Here are some of the key points we covered:

Traditional MQL-based playbook is broken due to:

  - Buyer fatigue with standard tactics

  - Anonymous buying behavior undermining marketing automation scoring

  - Over-emphasis on measurable short-term metrics vs long-term value

  - Tragedy of the commons - tactics stop working when everyone adopts them

  - Email filtering and zero-click search reducing effectiveness of content marketing

  - HubSpot reportedly seeing 80% drop in content traffic

AI’s Impact on B2B Marketing- AI will fundamentally change buying and marketing:

  - Email filtering/summarization reducing marketing message reach

  - AI agents emerging for both buying and selling

  - Operational/junior roles most at risk (e.g. inbound SDRs, marketing ops)

  - Companies still need significant headcount to scale (examples: Harvey AI - 422 employees, Clay - 556 employees)

  - Challenge: How to develop experts without junior roles as stepping stones

  - AI should automate the “ing” of marketing, letting humans focus on strategy

New Marketing Focus Areas

There are three key areas AI cannot easily replicate:

Unique Experiences -

  - In-person events

  - Field marketing

  - Direct human interactions

Relationships -

  - Community building

  - B2B influencer marketing

  - Partner marketing

  - Warm introductions

Original/Creative Content -

  - Based on proprietary data (like Gong’s approach)

  - Truly unique creative work

  - Focus on fundamentals: positioning, product-market fit

--

Here you can find additional resources that we have mentioned during the episode:

Unspam Your Brand EBOOK The Definitive Guide to Smarter GTM™ with Account Intelligence and ABM/ABX

The Future of B2B Marketing: New Playbooks, Strategic Brands, and AI Agents (11 Predictions for 2025)

The 4 Ps of Marketing

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

Hosted on Acast. See acast.com/privacy for more information.

Key insights include:

• Prioritizing sales signals and the strategies Common Room employs to generate pipeline efficiently
• Importance of understanding a company's go-to-market motion and the value of specific signals in the sales process 
• The role of LinkedIn in building brand awareness and the significance of optimizing for speed and learning in a competitive market

Want to learn more:

• Connect with Kevin on LinkedIn: https://www.linkedin.com/in/kevbosaurus/

• Check out Common Room's 100+ Signals for Pipeline Generation: https://docs.google.com/spreadsheets/d/1Y3bbNPJ5tmOk2wlQO7ItWz3wzjM4tglPjlz6vnAqmwA/edit?usp=sharing

Hosted on Acast. See acast.com/privacy for more information.

Key points covered:

• The disruptive effect of AI on traditional agency models and project management
• Challenges in marketing quantum computing due to its niche audience
• The potential of GenAI in enhancing lead qualification and personalization in marketing
• Starting with manual processes before automating with GenAI
• Training on GenAI tools is essential for effective use
• AI’s potential in enhancing data analysis and developing customized content for target accounts
• Setting realistic expectations with GenAI and avoiding the hype

Ben Rotenberg’s contact details:

LinkedIn: https://www.linkedin.com/in/ben-rotenberg/

Mobile: +972-52-8025370

Personal Website: https://genaiforwork.xyz/en/

Hosted on Acast. See acast.com/privacy for more information.

Kfir, Or and Yuval also discussed:

• Team building should be opportunistic, leveraging existing strengths.
• Deep product and industry knowledge is critical for effective marketing.
• Strategic persistence (or "nagging") can help secure investments.
• Flexibility and a willingness to learn are vital for marketers
• Knowing when to say no is key when resources are limited

Open positions at Wolt:

https://careers.wolt.com/en/jobs?search=b2b&team=Marketing

Hosted on Acast. See acast.com/privacy for more information.

In this episode, Dmitry and Oleg shared their experiences and insights on several key topics:

• Building relationships on LinkedIn and the challenges they faced
• Different use cases for Extrovert, including sales teams, account executives, marketing development reps, and customer success teams. 
• The effectiveness of outbound outreach and the need for sales teams to diversify their outreach capabilities. 
• The topic of authenticity in communication and the role of AI in reshaping sales
• The need for human involvement in the sales process and the value of listening to customers

Dmitry and Oleg’s Contact Details:

Dmitry: 

https://www.linkedin.com/in/dbergelson/ 

Dima@goextrovert.com

Oleg: 

https://www.linkedin.com/in/osobolev/ 

Oleg@goextrovert.com

Dmitry’s cocktail recipes:

Fairy Cat

80 white rum

80 peach liqueur

40 lime syrup

160 pineapple juice

TYPE:  summer long drink

GLASS:  highball / collins

METHOD:  shake + add mixer

 * * * 

Angel’s Strike

40 White Rum

20 Cointreau (Triple Sec)

20 Heavy cream

10 Grenadine

TYPE:  strong

GLASS:  old fashioned, rocks or cosmopolitan

DECO:  maraschino cherry

METHOD:  mix rum and triple sec with ice, strain on fresh ice, add cream, slightly mix, add Grenadine and decorate

Hosted on Acast. See acast.com/privacy for more information.

Avishai shares with Kfir and Or his insights on several relevant topics including:

• Why buyer anonymity is on the rise and the importance of understanding buyer interests
• Why’s there a need for alignment between teams for unified revenue intelligence
• How to shift from intent-based to interest-based marketing
• The value of Quality human-produced content in the age of AI
• Trends on website journey optimization
• Practical strategies to demonstrate marketing ROI and adapt to changing buyer behaviors.

Hosted on Acast. See acast.com/privacy for more information.

The discussion covered:

• Evaluate tools based on their value and fit for the organization's specific needs, rather than simply going for the best solution in the market.
• The impact of COVID-19 had on purchasing decisions and the need for data-driven justifications for expenses. 
• Daniel shares his approach to evaluating tools and recommends considering factors like integration, cost, and onboarding ease.

Links: 

Daniel’s Newsletter: https://moperations.beehiiv.com/

Daniel’s WhatsApp community: To join the community, reach out to Daniel on LinkedIn.

Hosted on Acast. See acast.com/privacy for more information.

The topics covered include:

• The challenges of implementing AI tools and the importance of understanding the buyer's journey. 
• The need for a strategic approach to AI and the importance of validating hypotheses before scaling. 
• Intent data and the challenges of using it effectively. 
• A targeted approach to AI in sales and marketing.

Resources:

Alexis- Martial - Linkedin profile

Clay

Hosted on Acast. See acast.com/privacy for more information.

She also discusses actionable strategies to effectively harness and activate intent data across your marketing and sales efforts, which will take you from understanding to measurable outcomes.

The topics covered include:

• Unveiling Buyer Intent's Three Pillars for market dominance and revenue efficiency.
• Decoding the Buyer's Journey to personalize your marketing strategies.
• Activating Intent Data for effective enterprise engagement and revenue growth.
• Leveraging G2 Data to grasp enterprise buying behaviors for strategic targeting.

To view the original webinar session, click here: https://pmg.team/leveraging-g2-data-for-strategic-enterprise-sales/

Hosted on Acast. See acast.com/privacy for more information.

In this episode, we cover:

• The importance of understanding the pain points of the target audience and creating tailored messaging and materials for different roles within the buying committee 
• Technical challenges faced during transitions and the need for a well-constructed funnel and ongoing marketing involvement throughout the customer journey 
• The challenges and successes of implementing an Account-Based Experience (ABX) strategy 
• The process of aligning a Salesforce instance and building an outbound team from scratch. 

Hosted on Acast. See acast.com/privacy for more information.

During our conversation, we touch upon:

• The importance of creating memorable experiences at conferences and events. 
• Examples of how she has used lemons and origami to attract attention and engage with potential customers.
• The need to think outside the box and have fun in marketing, and provides tips for generating creative ideas.

Hosted on Acast. See acast.com/privacy for more information.

In our discussion, we cover:

• How different departments within an organization that can leverage gifting, such as marketing, sales, and customer success, at different stages of the customer lifecycle.
• The need for a well-established understanding of the ideal customer profile (ICP) 
• Integrating gifting into existing workflows and systems. 
• Ethical considerations and regulations surrounding gifting, such as bribery laws, should be taken into account when implementing a gifting strategy.
• Success in gifting can be measured through metrics like gift redemption, response rates, and account-to-opportunity conversion.

You can listen to the other gifting episodes in the series below:

E7 - [Gifting Series] Maya Erenberg, co-founder of CorporateGift.com

E8 - [Gifting Series] Alex Olley, co-founder of Reachdesk

Hosted on Acast. See acast.com/privacy for more information.

Or Moshkovitz - Appsflyer:

Or emphasizes understanding individual motivations beyond demographics and introduces the concept of intent signals, such as online behavior and engagement, as crucial for effective sales and marketing. He cautions ag9ainst rushing into expensive platforms without clarity on objectives.

Kfir Pravda - PMG:

Kfir addresses the audience's experiences with intent platforms and emphasizes the importance of readiness and specific goals before investing in them. He introduces different types of intent solutions and provides cheat sheets for evaluating readiness and choosing the right type of intent. Key use cases for intent include segmentation, content personalization, timely outreach, and sales and marketing alignment. Finally, he offers insights into automating intent-based workflows for scaling revenue operations.

Roi Kaufman - Kaltura:

Roi emphasizes leveraging first-party data, particularly from events and webinars, for better ABM outcomes. He highlights the significance of prioritization, personalization, and sales collaboration in maximizing collected data's value. Kaltura's approach involves using event data to improve engagement, accelerate conversions, and influence opportunities. Roy encourages marketers to explore and analyze their existing data to refine targeting and enhance marketing effectiveness.

Adi Hagag - MetaMatch:

Adi discusses the importance of second-party intent data. He highlights understanding data sources, crafting compelling messaging, creating multi-channel experiences, and enabling seamless sales activation. Adi suggests evaluating vendors through recall precision tests and aligning conversion mechanisms with buyer perspectives for effective results.

Daniel Bleichman - Cato Networks:

Daniel discussed leveraging intent data for marketing and sales at Cato Networks. Despite competition from larger companies, they were able to focus on reaching relevant buyers effectively. Cato’s strategy involves using multiple intent vendors to target accounts and contacts based on different signals, prioritizing personalization and ensuring sales alignment. Daniel has seen success with high conversion rates from sourced intent contacts and increased productivity for SDRs using intent tools.

Followed by a panel that covers various aspects of intent data and its application in sales and marketing strategies. 

To view the video recording of the event, please click on the following link: https://pmg.team/how-to-master-intent-watch-recording/

Hosted on Acast. See acast.com/privacy for more information.

In our discussion, we touch upon:

• How Propensity focuses on providing ABM campaigns quickly and integrating them into sales automation tools, resulting in highly qualified MQLs. 
• Sumner shares the history and background of Propensity and how they identified the need for a platform that serves smaller accounts.
• The importance of aligning marketing and sales and utilizing multiple channels in ABM campaigns.

Hosted on Acast. See acast.com/privacy for more information.

We discussed the trend of outsourcing thought leadership writing and the importance of professional content on LinkedIn.

In addition we also addressed the role of AI in writing, his client onboarding process, and tips for effective writing.

In our discussion, we touched upon:

• Writing about professional expertise on LinkedIn can help individuals become thought leaders and create an impact in their domain.
• AI tools are not yet capable of replacing human writers due to their inability to create valuable content and address the emotional challenges of posting on social media.
• Measuring the impact of writing posts on LinkedIn can be challenging, but indicators such as network requests, profile views, and shares can provide insights into the effectiveness of the content.
• When writing posts, it is important to focus on the challenges of a specific industry or vertical and offer valuable insights and solutions without excessive promotion.
• Writing short, frequent posts on LinkedIn can be more effective than lengthy, infrequent posts in reaching and engaging with the target audience.

See here for more episodes

Join our ABX community on Facebook

Hosted on Acast. See acast.com/privacy for more information.

In our discussion, we touched upon:

• The potential for AI capabilities to enhance service desk operations, leading to quicker issue resolution for end users.
• How the adoption of AI might alter the business model of organizations, potentially diminishing the requirement for support staff.
• The effectiveness of multi-threading and engaging multiple personas in the sales process, which can boost win rates and expedite deal cycles.
• The utility of tools such as Drift and SalesLoft in improving sales engagement and generating measurable impacts on the pipeline.

Hosted on Acast. See acast.com/privacy for more information.

In our chat, we covered

• Implementing ABX requires alignment between marketing and sales teams.
• A focused approach is crucial for ABX success, with specific criteria for account selection.
• First-party data is key for personalization and intent-based marketing.
• Tailoring content and initiatives to specific industries and regions enhances engagement.
• ABX initiatives should be constantly tested and optimized for maximum impact.

Hosted on Acast. See acast.com/privacy for more information.

In our chat, we covered :

• Personalization is key in gifting, and the power of choice for the recipient is important.
• Gifting can be a valuable tool in the B2B marketing and sales process, particularly in key moments such as job changes and events.
• Metrics such as pipeline generated and closed-won revenue are important for measuring the success of gifting initiatives.
• Rolling out a gifting initiative requires alignment between sales and marketing, as well as buy-in from all teams involved.
• Follow-up is crucial in gifting, with 75% of recipients not responding immediately. Timing and personalized content in follow-up can enhance the overall experience.

You can listen to the other gifting episodes in the series below:

E7 - [Gifting Series] Maya Erenberg, co-founder of CorporateGift.com

E14 - [Gifting Series] - Gifting Summary with Kfir & Or

Hosted on Acast. See acast.com/privacy for more information.

During the episode we discussed:

• Corporate gifting is an effective way to enhance engagement, brand awareness, and relationships with clients and employees.
• Gifting technology has evolved to provide personalized and trackable gifting experiences.
• Consider the company culture, the ability to follow up on gifts, and the value of the gifts themselves.
• Unique and personalized gifts can make a lasting impression and create strong engagement.
• Gifting strategies for hard-to-reach decision makers include empowering others to gift on their behalf and offering a variety of high-value gift options.

You can listen to the other gifting episodes in the series below:

E8 - [Gifting Series] Alex Olley, co-founder of Reachdesk

E14 - [Gifting Series] - Gifting Summary with Kfir & Or

Hosted on Acast. See acast.com/privacy for more information.

This was our first episode in English and more to come.

During this episode we discuss:

• What is Influ2 and who should use it?
• What has changed with their new version - Influ2 V2
• How Influ2 handles compliance (GDPR)
• How such a tool helps to build better Sales<>Marketing Alignment
• And much more.

Want to know Joe's favorite cocktail?

Wait until the end 🍹

[This episode is in English]

Hosted on Acast. See acast.com/privacy for more information.

This time we had the huge pleasure of speaking with Merav Keren, VP of Corporate & Field Marketing, about how they managed to build such a complex and advanced ABX machine.

During this episode, we discuss on:

• Merav's personal journey
• How to find the right GTM for your product
• B2B Brand campaigns (does it really work?!)
• Methods for prioritizing opportunities and intent
• What is needed in order to BREAK Sales/Marketing friction
• Powerful ABX tools you should be familiar with
• And much more

Want to know Tzvika's favorite cocktail?

Wait until the end 🍹

[This episode is in Hebrew]

Hosted on Acast. See acast.com/privacy for more information.

That alone is a great opportunity for companies to re-evaluate their stack.

Our guest in this episode is Tzvika Avnery, one of the best B2B growth hackers in the Israeli market.

During this episode we discuss:

• Tzvika's personal journey
• How to build an affordable ABX using a startup budget
• Practical tips on how to better utilise Linkedin for ABX
• And much more

Want to know Tzvika's favorite cocktail?

Wait until the end 🍹

[This episode is in Hebrew]

Links:

https://www.linkedin.com/in/tzvikaavnery/

Some of the tools Tzvika has mentioned during the episode:

Apollo https://lnkd.in/dSD67JkZ

- תחליף ל Hunter.io או Lusha למציאת מיילים/מספרי טלפון

- תחליף לכלי ניהול סיילס ואוטריצ' כמו Outreach.io או salesloft

** Intent alerts

Bombora Surge® Alerts https://lnkd.in/dy6hJP22

** Linkedin Automation (outreach/engagement)

Expandi http://bit.ly/2HqHBs9

Hosted on Acast. See acast.com/privacy for more information.

In this podcast, Din Golan, Co-Founder & CEO at Intail.ai, will share his expertise on how to keep your contacts & lead job record data up-to-date in your CRM.

During this episode we discuss:

• The importance of data accuracy for B2B companies.
• Contact tracking and data extraction.
• Practical tips on how to turn clients' and prospects' job changes into new opportunities and pipeline.
• And much more.

Want to know Din’s favorite cocktail?

Wait until the end 🍹

[This episode is in Hebrew]

Links:

https://www.linkedin.com/in/dingolan/

Join the ABX community in Facebook

Hosted on Acast. See acast.com/privacy for more information.

In our second podcast, Shahar will impart his extensive knowledge and experience, shedding light on the key aspects of executing a successful ABX program, assembling the perfect team, and seamlessly implementing these strategies within any company.

Shahar shared the challenges he encountered along the way, with a particular focus on effectively scaling the process and establishing accurate reporting mechanisms.

Wanna know his favorite cocktail?

Wait until the end 🍹

[This episode is in Hebrew]

Hosted on Acast. See acast.com/privacy for more information.

The ABX&Cocktails podcast will cover everything ABX, including strategies, tools, tactics, success stories, and failures that we can all learn from. 

Our first guest is Yaron Saghiv, CMO at UVeye. 

Yaron shares his personal entrepreneurship journey, the US automotive industry, and the tactics he used to build relationships with the most important players as part of their GTM quest.

Wanna know what his favorite cocktails are???

[This episode is in Hebrew]

Wait until the end 🍹

Links:

https://www.uveye.com/

https://www.linkedin.com/in/yaron-saghiv-58210143/

Join the ABX community in Facebook

Hosted on Acast. See acast.com/privacy for more information.