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Generate Leads with Marketing Automation Tips from 10+ Experts

Posted on February 7, 2018July 7, 2023 By Vikas Bhatt

So what could be the best marketing automation method for generating leads? We are bored with generating quality leads and we wanted to find a more productive way to do so. We thought to roam around, shaking a few hands with marketing experts, and asking them to drop 1 tip would enlighten us – and trust us it all works. We have collected a few tips that summarize their lifetime expertise of lead generation via automation. We would like to thank all of these below marketers for dropping by 1 tip and are we feel grateful that they are sharing their experience with all of us. 1. Douglas Karr Douglas is a MarTech Expert, Speaker, and Author. He is the founder of MarTech blog and CEO of DK Media. Douglas has been recognized by LinkedIn in their Sophisticated Marketing Guide as a top marketer, and his blog is known internationally as a resource for marketing-related technology research and discovery. Visit his website to know more about him. Connect with Douglas: Linkedin | Website | Twitter | Blog | Facebook | YouTube Set a follow-up survey about your service to the client that’s sent upon project completion. When they state that you’ve done an outstanding job and will provide you a testimonial, ask if there’s anyone in their network they can recommend your products or services to. This does a couple things: 1. It provides a testimonial that can be published online to build your credibility. 2. It provides a peer-to-peer recommendation, which is the strongest in the industry Must Read: How the lead generation in USA market differ from the rest of the world 2. Samantha Stone Samantha a.k.a. “”The Revenue Catalyst”” was Director of Marketing of SAP back in 2003 and she is currently the founder of The Marketing Advisory Network. She authored Unleash Possible which is receiving postive response from the buyers in Amazon. Read more from Samantha from here. Connect with Samantha: Linkedin | Twitter | Blog Most organizations don’t leverage marketing automation to it’s fullest potential because list segmentation is underutilized. However, the most effective way to improve click-through rates and engagement is simple. Don’t send the same message to everyone. Take the time to craft nurture streams that are relevant to the role of the person you are communicating with, the stage of the buying process they are currently in and the content they have previously consumed. It’s more work, but it completely pays off. 3. Carlos Hidalgo Carlos is currently the Founder and CEO of VisumCX and was previously the founder of ANNUITAS. Carlos is widely recognized for his expertise in strategic integrated marketing, demand process, and marketing automation. His book on Amazon is favorite amongst the techno marketers. Connect with Carlos: Linkedin | Twitter Using marketing automation without a defined strategy will yield little in terms of tangible results. However, when organizations develop a buyer-centric strategy that aligns content and channels to their buyers and their purchase path the results can be impressive. Organizations need to take the time to understand their buyers, gain insights into their pain points and challenges and develop content that speaks directly to them. Once this is done, you change marketing automation from being an email tool, o a conversational platform. 4. Brynne Tillman Brynne is the Cheif Learning Officer of Vengreso. According to her, there are 8 steps to rolling out an effective digital sales or social selling program. Whether you are an entrepreneur, sales professional or team leader, ensuring that a productive plan and process is in place is foundational to success. Connect with Brynne: Linkedin | Website | Twitter Make sure that you are offering value in your messaging, not a pitch. The moment you tell them how or why they should hire you, you become noise. However, if you offer insights that create curiosity and gets your buyers thinking differently about their current situation, company or industry, you gain credibility and earn the right for them to take your call. 5. Laura Ferruggia Laura is a holistic digital marketing specialist based in southern New Jersey who can assist you with content strategy, technical SEO, marketing automation, social media, and web development she operates via her own website. Connect with Laura: Linkedin | Website | Twitter Tactics like using Twitter bots to follow users and build lists allow you to get exposed to your target audience. Those users may click over to your site if your profile interests them. Twitter automation is almost like paid advertising but for free. Ideally, your targets are on Twitter, and you use the automation to generate interest but have great content on your human-managed profile and a killer value proposition. When this is the case, Twitter automation is a method that can excel at generating leads. 6. Sam Hurley Nobody knew “”Sam Hurley”” before. He went on to become zero to hero in 15 months and is currently a Digital marketing pioneer. He is the Managing Director of Optim-Eyes. Connect with Sam: Linkedin | Website | Twitter | Facebook Two words: Gated content! The opportunity with gated content is the fact you can gradually build up detailed profiles of each subscriber by using marketing automation software (which has the intelligence to progressively auto-fill fields on various CTAs or forms within your website). These profiles can then be scored over time using what’ known as a lead scoring matrix, based on the leads’ propensity to buy from you. Consequently, you can tailor your marketing to each and every person. The bottom line? Tasteful gated content is critical to building a database of potential customers. Those who take the time and energy to hand you any of their details are already one step closer to your brand. Give plenty away for free but nudge your audience to help you out, too. 7. Vikas Bhatt Vikas has 10+ years of experience in generating B2B leads. He is the owner of Only-B2B, a business to business lead generation company based in San Francisco with operational offices in India. Check out his articles here. Connect with Vikas: Linkedin | Website | Twitter | Blog | Facebook It is very difficult to mention just one marketing automation method. Any Internet Marketing Automation method is impossible to operate with a set of other IM Automation methods. Website pop-ups, social media greeting messages, and drip campaigns, etc. will always give you a hot lead. My personal best would be none of those. I would rather prefer

Top 5 (and compelling!) Reasons of Outsourcing B2B Marketing Agency

Posted on January 12, 2018June 21, 2023 By Vikas Bhatt

Doesn’t outsourcing B2B marketing agency sound like an answer? Yet, but it is a less common phenomenon. According to Gartner Marketing Organizational Design and Strategy Survey 1. Readily available knowledge Outsourcing B2B marketing gets you instant access to an experienced team. It translates into obtaining knowledge from people with years of experience experimenting with strategies, tools and fulfilling the varied needs of their clients. 2. Reduced costs and time It ties in with the earlier point. Imagine the cost of hiring such a team! It is prohibitive unless you have a huge budget. Not only that, marketers are humans. So, they go on leaves or leave their jobs for varied reasons. There is a gap in implementing marketing strategies between the one who leaves and the one who takes over. It not only costs you time and confusion, it also costs you leads and money. Outsourcing B2B marketing to an agency eliminates this burden of management along with reducing the cost of tools, technology, teams etc by sharing it amongst their clients. 3. Access to tools and technology There are zillions of tools available for marketing nowadays. As a B2B company, you will be bewildered by the options. Even though you get free trials, how much time can you devote to trial and errors? Not much, we assume. B2B marketing outsourcing not only gives you access to a team which has experience with various tools but also evidence of which marketing tools will deliver the best results. 4. Execute campaigns well There are numerous marketing tactics and you need to decide which ones suit your goals. But, you cant decide on one and expect a tenfold result. You need to execute multiple tactics (lead nurturing, Social Media Marketing, Account-based Marketing etc). By outsourcing, you will get access to specialized professionals (who are not the same people most of the times!) who understand each of those marketing tactics in depth. Can you employ specialists in every field? No! So, figure out what are the relevant metrics for your content and start measuring it. As Peter Drucker says Did you know that 62% of companies outsource all or part of their digital marketing tactics, primarily the most difficult types to execute? 5. Increased accountability There is a structured reporting system. You are most likely to receive reports and get on weekly calls for discussions. At least, thats what we do! These agencies also identify the relevant metrics to analyze the effectiveness of the campaigns as well as your ROI. So, there you have it. The five benefits that you could have if you outsource B2B marketing. Leave a comment and let us know what you think. Must Read: 10 Lead Generation Best Practices and Examples

Why Account Based Marketing is Worthy of Iron Throne in Marketing?

Posted on January 12, 2018June 16, 2023 By Abhijit Wadpalliwar

ABM has broken the traditional sales funnel, flipped it completely and become a preferred choice in marketing strategies. According to a research conducted by Marketo and #flipmyfunnel: B2B marketers are planning to increase their budget for account based marketing next year along with investing in educating their teams about it businesses achieved “”somewhat higher”” or “”much higher”” ROI with account based marketing businesses found account based marketing “”provided significant benefits to retaining and expanding existing client relationships”” and 65% achieved “”significant benefits to attracting new clients”” What is Account Based marketing? Instead of identifying the target companies at the end (like in the traditional sales funnel), ABM aims to create a list of targeted companies first (referred to as accounts). Once that is done, the relevant teams create marketing collaterals which aim at alleviating the pain points your target buyers might have. The buyers start to see you as their problem solver and you start gaining their trust. Now, your team starts promoting it on platforms where your buyers are active. This maximizes your reach. Must Read: 7 Account Based Marketing Tactics To Drive the ABM Process What are the ABM benefits? It aligns marketing and sales team: For years, marketing team created collaterals keeping a particular market in mind and sales team focused on engaging customers who they think can buy. Are they aligned? Mostly not. However, ABM focuses on a defined target account and streamlines the efforts made by sales and marketing teams. They speak the same language and represent one brand. To quote Engagio, â€œIn traditional demand generation, marketing throws quality leads over the fence for sales to chase. In ABM there is no fence. The collaboration is close, constant, and totally focused on defined, account-specific objectives Efficient and optimized: A smart ABM strategy helps account managers to handle many more accounts. This reduces the moolah spent on hiring competent resources time and again. You do not have to worry about accounts leaving because your processes are automated. If you lose on a contact, you will get another. As a B2B marketer, you will know that your ideal prospects don’t come to you automatically. You need to identify prospects, their activities, buying signals and nurture prospects effectively. ABM allows you to do just that! Must Read: Measuring the ROI of Your Account based marketing Strategy : Key Metrics to Track for Success Better customer experiences: According to Aberdeen, 75% of customers prefer personalized offers. So, instead of creating content and hoping it will appeal to everyone, ABM aims at researching target audience and design campaigns specifically for them. This results into a personalised sales journey for each potential buyer. Increased ROI: A 2014 ITSMA survey showed, Goal-setting and analytics are easier: Considering ABM is targeted, the number of accounts you are analyzing is small making it easier to draw conclusions and compare results. In B2B marketing, if you lose a customer you lose them forever but with ABM strategy you have the advantage of knowing the needs of your target audience and that can help you win the B2B war. So, Are you going to be one who want to rule the seven kingdoms and sit on the iron throne? We hope, yes. If not, those three deadly words as they say in Winterfell will haunt you. ABM is coming! Must Read: Boost your Engagement with Email Personalization in Your ABM Strategy

Cost vs Quality: How Much Does It Cost To Hire A Marketing Agency

Posted on January 12, 2018May 30, 2023 By Vikas Bhatt

I won’t advocate for paying loads of money here! Yes, you read it right. It makes no sense (really!) BUT there are times when spending more is the right choice. After all, the bitterness of poor quality is remembered long after the sweetness of low price has faded from memory. Isn’t it? No? You think so? You are at the right place then! It is damn easy to get caught in buying cheap services as long as you are saving money upfront. You are easily convinced. We get it! Unfortunately, investing in cheap services results in spending more eventually. While it is easy to settle with low quality for an unimportant purchase (cleaning supplies for your office perhaps!), it is difficult to convince ourselves with low quality when it is a rare buy – like a car or a house. But, what about marketing services for your business? I am sure they are not an unimportant purchase. They cannot be! Let’s discuss a few examples. ACCOUNT BASED MARKETING: EFFORT VS. RESULTS Account Based Marketing is one of the most in demand marketing solutions today. The process is tedious as well as time consuming (if done the right way!). But, there are sooo many players in the market. Can all of them get you results? No! If they did, every brand would be Apple or Microsoft (which is not true!). Let’s see. The process of ABM should look something like this -Before identifying high-value buyers, we spend ample time in understanding the target audience. It’s (more than) logical to sit down with clients to figure it out. Similarly, it is important to conduct A/B testing to find out what is driving real results. There are a lot of other aspects which needs attention to ensure a profitable campaign and a memorable client experience (for example, hassle-free access to reports or follow up sessions to discuss the progress). While we cannot discuss everything here, you can read it here (scroll to the end) Sometimes our team members feel like this – Do you think an agency which charges way lesser amount for an ABM campaign as compared to other players can be detailed or thorough in their process? No! We know so. We understand minute differences in pricing, but a stark difference is a red flag. Must Read: Measuring the ROI of Your Account based marketing Strategy : Key Metrics to Track for Success 2. CONTENT CREATION: Yay or Nay? A good agency will take the time to understand the client’s voice and brand values before jotting down a word. Not only this, there are several other factors good agencies ensure before delivering content to you (for example, assigning it to a writer who understands your field). A few others are listed here (scroll to the end, again). What happens when you look for cheaper options? You spend more time briefing them, correcting their work, ensuring there is no plagiarism or grammatical mistakes and the list goes on. You should read this (and this) to understand the after effects of bad content. These are just two examples for you. There could be many! It is absolutely logical that price plays an important factor in choosing the perfect marketing agency. But, how do we know what is competitive but a trustworthy price? What means assured low quality? How do you know whether the marketing agency upholds the quality and preciseness you need? It is simple: If it seems too cheap, it’s probably just too cheap. You have to do the market research to catch a sweet spot between cost vs quality. It is important to find the balance between cost vs quality when choosing the right marketing agency. Read cost vs quality analysis here. Do you agree with me? What are your thoughts on this? Please comment below and share it with us. Must Read: 8 Tips To Boost Online Business Growth

Account Tiering Strategies in ABM

Posted on March 4, 2026March 4, 2026 By Vikas Bhatt

Does ABM feel disciplined on paper and chaotic in execution? Revenue teams agree on the target account list. Campaigns launch. Sales outreach begins. Content is personalized. Yet six months later, effort feels disproportionate to outcome. Some accounts receive heavy attention without meaningful movement. Others quietly progress with minimal investment. Gartner notes that the typical B2B buying group now includes 6–10 stakeholders, each influencing the decision independently. When multiple decision-makers are involved, equal effort across all accounts stops making sense. This is why ABM tiers matter. Tiering introduces structural clarity into an account-based marketing strategy. It aligns personalization depth, sales involvement, and resource allocation with actual revenue potential. Without tiering, ABM drifts. With it, execution becomes intentional. What Are ABM Tiers? (1:1, 1:Few, 1:Many) ABM tiers structure effort around account value and strategic importance. The model is simple. The execution is not. 1:1 ABM focuses on a single strategic account at a time. Highly personalized. Deep collaboration between sales and marketing. Often tied to enterprise deals. 1:Few ABM clusters similar accounts together. Personalization is tailored to industry, use case, or shared challenges. Messaging is semi-custom, not bespoke. 1:Many ABM uses programmatic targeting across a broader total addressable market. Automation, intent signals, and scalable content drive engagement. These tiers are not hierarchical in importance. They are differentiated by personalization depth and resource intensity. An effective ABM strategy does not choose one tier. It orchestrates all three intentionally. Tier 1 ABM: High-Value, High-Touch Tier 1 ABM is reserved for accounts that can materially influence revenue trajectory, market positioning, or long-term strategic expansion. These are typically high-ACV opportunities with extended sales cycles, complex stakeholder environments, and significant implementation scope. They often involve executive scrutiny on both sides of the table, which means the margin for generic engagement is effectively zero. In tier 1 ABM, personalization is structural. The messaging is not lightly adjusted; it is built around the account’s operating model, competitive landscape, strategic priorities, and internal initiatives. Marketing develops custom content aligned to the organization’s specific growth agenda, while sales begins building executive relationships early in the process to establish credibility and trust. Buying groups within these accounts are mapped deliberately. Influence is assessed across functions, and communication is sequenced to move consensus forward rather than simply generate isolated engagement. This level of orchestration requires tight marketing-sales alignment, shared account plans, and clear executive sponsorship. The objective in 1:1 ABM is not volume or short-term lead creation. It is deal progression, stakeholder expansion, and strategic positioning that increase the probability of closing enterprise deals. When executed well, Tier 1 becomes a coordinated revenue motion rather than a marketing campaign layered on top of sales activity. Tier 2 ABM: Cluster-Based Personalization Tier 2 ABM occupies the middle ground between bespoke engagement and scaled outreach. Instead of treating every account as entirely unique, organizations group accounts by vertical segmentation, regulatory pressures, technology maturity, or use-case targeting. These clusters are defined through observable patterns rather than assumptions. In tier 2 ABM, the value proposition remains consistent within each segment, but examples, proof points, and contextual framing are adapted to reflect shared realities. Content may include industry-focused webinars, semi-custom landing pages, tailored email sequences, and targeted social engagement that speaks directly to the cluster’s priorities. This 1:few ABM approach allows marketing and sales teams to extend relevance without replicating Tier 1 intensity across every account. Sales involvement remains structured, though not as deeply embedded as in strategic accounts. The focus is on building engagement depth and advancing opportunities efficiently across multiple accounts that share similar buying triggers. When executed thoughtfully, Tier 2 balances efficiency with meaningful personalization. When treated superficially, it risks becoming traditional segmentation labeled as ABM. The distinction lies in whether the clusters are operationalized with shared account plans and coordinated outreach or simply grouped for messaging convenience. Tier 3 ABM: Scalable Programmatic Outreach Tier 3 ABM is designed for scale, but scale does not mean dilution. Accounts are still predefined, and targeting remains account-specific. The difference lies in the execution model and the level of personalization applied. In tier 3 ABM, automation infrastructure plays a central role. Paid media, coordinated display and social campaigns, marketing automation workflows, and intent data signals work together to identify early-stage interest across a broader portion of the total addressable market. Content is modular and broadly relevant to defined industries or roles, ensuring consistency without heavy customization. Sales involvement is typically triggered by engagement thresholds rather than embedded from the outset. The objective is to create reach, capture signals, and surface accounts that demonstrate meaningful activity. In this sense, 1:many ABM acts as both a visibility engine and a qualification layer that feeds higher tiers with emerging opportunities. When integrated into a tiered ABM strategy, Tier 3 prevents over-investment in accounts that are not yet ready for high-touch engagement while still maintaining account-level precision. Tier 1 vs. Tier 2 vs. Tier 3: Key Differences Below is a simplified comparison framework often used to clarify internal alignment. Dimension Tier 1 ABM Tier 2 ABM Tier 3 ABM Personalization Level Fully bespoke Segment-level customization Programmatic relevance Budget Intensity Very high Moderate Lower per account Sales Involvement Dedicated + executive Shared ownership Trigger-based Timeline 9–18+ months 6–12 months Ongoing cycles Typical ACV Enterprise-level Mid-to-high Mid-market / emerging The discussion around tier 1 vs. tier 2 vs. tier 3 ABM should not center on superiority but on structural alignment. Each tier exists to match effort with opportunity size and complexity. How to Choose the Right ABM Tier Choosing the correct ABM tier for an account should not be subjective. But It should be anchored to four variables: 1. Annual Contract Value (ACV) Potential ACV potential directly influences the level of investment that can be justified. Higher contract value supports deeper personalization and greater executive involvement. 2. Sales Cycle Length Longer cycles often require sustained relationship-building and structured consensus development across buying groups. 3. Total Addressable Market (TAM) Size Total Addressable Market size shapes scalability requirements. A smaller TAM with large enterprise targets favors

ABM for SaaS Companies: The Complete 2026 Playbook

Posted on December 31, 2025December 31, 2025 By Vikas Bhatt

Why is marketing a SaaS product very challenging in 2026? Not because your product isn’t good. Not because your ads aren’t running. Not because your team isn’t working hard. But because buyers aren’t buying the way they used to. Buying committees are bigger. Decision cycles are longer. And high-intent accounts stay in the shadows until they have already narrowed their shortlist. ABM in SaaS marketing in 2026 is a breakthrough, and undoubtedly the most promising way to drive a predictable pipeline and increase deal value – especially for SaaS businesses selling into mid-market and enterprise segments. In this guide, you’ll learn what’s changing in ABM, why it matters specifically for SaaS companies, and how to build a modern ABM motion that actually drives revenue (not just engagement). Why SaaS ABM Needs a Fresh Playbook in 2026 1) What’s broken in lead-based SaaS marketing Lead-based demand generation worked once when: In 2026, most SaaS categories are saturated. Buyers prefer self-research. They actively compare vendors. And this all happens before they ever engage with sales. Gartner notes that 75% of B2B buyers prefer a rep-free experience. Meaning they want to stay anonymous until they’re ready. Gartner+1 The result? Marketing spends money generating leads that: What’s even worse? Attribution becomes messy because the buying journey is fragmented across channels. 2) Buying groups + long sales cycles make SaaS harder Gartner research commonly describes buying groups in complex B2B deals as large committees (often 6–10 decision-makers). ABM cannot rely on “one persona messaging” anymore. Essentially, your marketing has to influence an entire buying group, not just one lead. 3) Why ABM is now the default SaaS growth motion ABM flips the traditional model: Instead of marketing → leads → sales → deals, ABM is: accounts → buying groups → engagement → pipeline → revenue. And it works. Forrester’s 2024 findings show that ABM accounts consistently report larger deal sizes than non-ABM accounts across regions. Globally, one-third of organizations saw an 11%–20% uplift, and nearly another third saw 21%–50% increases in deal size. SaaS companies need to build on high ACV, retention, and expansion, making sure outcomes are the baseline for your 2026 ABM strategy. What’s Changing in ABM in 2026 Here’s where many SaaS companies get stuck: they turn back to ABM using an outdated playbook. ABM in 2026 is different from ABM in 2020. And if your ABM program isn’t built around today’s buyer behavior, you’ll no doubt be active but without impact. The first major shift is intent-led targeting. Earlier, SaaS companies started ABM with static account lists. A revenue team would choose 500 accounts, assign them into tiers, and build campaigns around those lists. Sounds perfect in theory. But it ignores a major reality: not every account is in-market at the same time. In 2026, ABM is increasingly powered by intent signals. Data reflects which accounts are actively researching the problems you solve. What is this data about? It could mean keyword activity, review site engagement, competitor comparisons, or content consumption patterns. The goal is no longer “target accounts we want.” The goal is “target accounts that are ready.” The second shift is buying group orchestration. Today, ABM success depends on how well you engage a committee. That means you’re not simply building one campaign per account; you’re building a motion that influences different stakeholders at different points in their journey. The third change is AI-driven personalization. AI is making personalization faster, but it also raises the bar. Buyers can spot when personalization is lazy, automated, or irrelevant. So how do you use AI effectively? Use it to improve consistency and scale while keeping messaging grounded in real value. Personalization is truly a game-changer. It can drive meaningful revenue lift, which is why it remains a priority across B2B strategies. Finally, privacy and first-party data are reshaping ABM execution. As targeting becomes more restricted and cookie-based personalization fades, SaaS marketers are turning to first-party data: website engagement, CRM history, webinar participation, and product usage signals. These insights collectively help you personalize and prioritize accounts without relying solely on third-party tracking. The biggest operational shift is that ABM is becoming truly multi-channel. In 2026, LinkedIn is still important, but it’s not enough. Because SaaS buyers move across search, review platforms, communities, webinars, and partner ecosystems. That’s why ABM has to follow them across those channels with consistent messaging, strong sequencing, and coordinated follow-up. The SaaS ABM Playbook (2026 Edition) Here’s the modern ABM playbook SaaS teams can follow. Step 1: Define a modern ICP A 2026 SaaS ICP is no longer just: You also need: Example: A cybersecurity SaaS targeting accounts using AWS + handling regulated data could build an ICP that prioritizes: Step 2: Build a tiered account list Tiering makes ABM scalable. A common structure: Step 3: Identify buying groups Don’t just build a persona list- build a buying group map. For SaaS, buying groups typically include: Step 4: Build message pillars by role + intent Your messaging must match two things: A simple model: Step 5: Select channels Choose channels based on: Tier 1 should get: Tier 2 and 3 should lean on: Step 6: Build ABM workflows and follow-ups This is where ABM wins or fails. Engagement without follow-up is wasted spend. A strong ABM workflow includes: Best ABM Channels for SaaS in 2026 Here are the channels SaaS ABM teams should prioritize. 1) LinkedIn + Programmatic Ads LinkedIn remains one of the best platforms for persona-based targeting and retargeting, but it works best when layered with intent. If you know an account is in-market, LinkedIn becomes far more efficient. Programmatic advertising also plays a role, especially for account-level reach and omnichannel engagement, but again, it performs best when targeting is tied to intent. 3) Intent + content syndication combos Intent-driven content syndication is becoming one of the strongest ABM tactics for SaaS. Why it works: 3) Outbound + conversational AI Outbound remains critical as well, but the best outbound in 2026 is no longer “spray and

The 2026 B2B Buyer’s Journey: A CMO’s Guide to What’s Really Changed

Posted on July 2, 2025April 22, 2026 By Vikas Bhatt

“B2B Buyer journey has changed.” But marketers’ behavior is still the same. Often disconnected from reality. Too many CMOs still cling to marketing and sales playbooks from 2018, or even 2022. The B2B buying landscape has undergone a profound transformation. And clinging to outdated models not only hinders growth but also risks obsolescence. Consider this: 80% of B2B buyers initiate contact only after completing 70% of their purchasing journey, and 81% have a preferred vendor in mind by that point. This isn’t a minor shift. It’s a wake-up call for marketing leaders everywhere. What’s so alarming about this change? And what must you do differently? Let’s dig into the three seismic shifts shaping the new B2B buyer behavior. The Three Seismic Shifts in B2B Buyer Behavior 1. The Rise of the Buying Committee Deals no longer happen by pushing for a single executive champion. Today, buying decisions are dominated by committees, typically involving six to ten stakeholders. Each one represents different functions, concerns, and KPIs. This group’s dynamic introduces complexity, slows down decisions, and multiplies internal friction. Needless to say, you must speak to the entire committee, not just your initial champion. Leading organizations are embedding Account-Based Marketing (ABM) into their DNA. Not as a campaign, but as a core operating model. Why ABM? Because it enables marketers to map out the decision-makers, influencers, and gatekeepers within each account. It allows engaging each with tailored content that directly addresses their unique priorities. This might mean: This strategic approach is a sure way to foster alignment across the committee and ultimately speed up consensus and drive deals forward. 2. The Primacy of Digital Self-Service Today, buyers crave autonomy and want instant access to information. They demand vendor resources available at their convenience. They want vendors to answer their questions and explore solutions at their own pace, even after business hours. To avail this, AI-powered chatbots and resource centers are the way out. It enables buyers to find the answers they need instantly. Rather than waiting for sales, prospects can: The goal isn’t just to deliver immediate value, but to gain deep insights into what buyers care about most. These insights are invaluable for ever-greater personalization and relevance in future outreach. 3. The Trust Economy In a marketplace saturated with information, trust is the ultimate currency. B2B buyers aren’t looking for the super-polished vendor narrative; instead, they put their faith in the opinions and experiences of their peers. It’s telling that 84% of buyers start their process with a referral, and 68% turn to trusted review platforms like G2 or Capterra before contacting vendors directly. Noting this, savvy CMOs have shifted focus to cultivating advocacy at scale. This is not limited to gathering testimonials. It’s more about building robust, visible presences on third-party platforms, encouraging satisfied clients to share candid reviews, and spotlighting authentic success stories wherever buyers are looking for validation. These steady streams of positive and real-world feedback are most valuable. Nothing matches them — not any branded content or even an ad campaign. They can move prospects from consideration to conviction. Your Strategic Response: An Action Plan for the Modern CMO Step 1: Map the Real Journey to Uncover Hidden Touchpoints The “linear funnel” is comfortable but disastrous. Blame it for sales misalignment, making ROI hard to prove, and obscuring the true drivers of buyer intent. If you’re still reporting on lead sources as if the journey is a straight line, you’ll never fix attribution chaos or convince sales that marketing’s influence is real. Embrace the complexity. Invest in journey mapping software and analytics that surface every micro-touchpoint, such as: Elite teams don’t ask, “Which campaign generated this lead?” Instead, they analyze which content clusters or engagement paths most often lead to high-intent actions. For example, if you discover that 40% of closed-won deals interact with a cluster of security blog posts, a competitive breakdown, and a specific customer video before filling out a demo request, you can double down on that journey. By doing this, your sales team gets clarity on what content is working, while marketing can optimize resources for what actually moves the pipeline. Not just what creates MQLs. Such shared journey insights also finally resolve the “leads came from nowhere” pain point and give both teams confidence in the revenue generation. Step 2: Build an Enablement Stack for Radical Relevance If your martech stack is just a hodgepodge of CRM, email, and landing page tools, you are not enabling buyers; you’re contributing to message fatigue. Getting yet another software tool isn’t the answer. Building an integrated enablement stack is. How are leading teams handling this? They layer intent data platforms over CRM to see which accounts are actively researching their solution (or competitors). Next, they use AI-powered personalization to serve dynamically tailored content — whether it’s a benchmark report, a custom video, or a relevant technical brief. All at precisely the right moment. Plus, they offer interactive demos or product tours available 24/7, so buyers can self-educate on their own schedule. This approach doesn’t just boost conversion. It delivers a buyer experience that feels curated and context-aware. No more “spray and pray.” Now you have a coordinated system where content, sales outreach, and even product experiences are perfectly matched to real-time buyer intent. That’s how you break through digital noise and build relationships before a prospect ever reaches out. Step 3: Shift from High-Volume Lead Generation to High-Value Demand Creation Marketing’s primary purpose has been generating large volumes of MQLs, which is perhaps the most outdated belief. Chasing this only fills the funnel with low-intent names and triggers sales frustration when those “leads” don’t convert. The result? Pipeline stagnation, low close rates, and finger-pointing between teams. Demand creation is the way forward. Become the go-to resource for your category, regardless of buying timeline. What does that mean? It means investing in deep-dive, often ungated content like podcasts with industry experts, benchmark studies, actionable playbooks, and video explainers. In short, content that educates the market.

ABM Funnel vs Traditional Funnel: Why It’s Time to Flip the Funnel

Posted on May 28, 2025May 28, 2025 By Vikas Bhatt

Going with a traditional funnel is like playing safe. But in today’s competitive space, playing safely often means getting left behind. Yes, traditional funnels worked when sales cycles were manageable, and digital noise was low. But today’s B2B buyers are more informed, more selective, and mostly immune to irrelevant outreach. So, what can you do to stand out? You flip the funnel. Instead of chasing everyone, you focus on the few who matter. That’s where Account-Based Marketing (ABM) steps in. Before we dive into how to make the shift, let’s look at what makes the ABM funnel so different. Distinction Between Traditional and ABM Funnels The traditional funnel casts a wide net. The goal is to generate as many leads as possible and nurture the few that convert. But this approach often leads to wasted time and effort on the wrong leads. ABM starts with clarity. It focuses only on the accounts that truly matter; those with the highest potential to convert and grow. Let’s explore how the two funnels differ and where ABM delivers better results. 1. Audience Focus In the traditional funnel, marketers aim for quantity. Ads, webinars, and gated content attract a large number of leads, but most don’t match the ideal customer profile. This misalignment leads to low conversion rates and frustration between teams. ABM changes that. It begins with a focused list of high-fit accounts, selected based on firmographic and technographic data. Then, intent signals help you identify which of those accounts are actively researching. With this targeted approach, marketers see better efficiency and higher ROI. In fact, 87% of B2B marketers report that ABM delivers better ROI than any other marketing strategy (ITSMA & ABM Leadership Alliance, 2023). 2. Sales and Marketing Alignment In the traditional model, marketing passes leads to sales. But this handoff is often unclear. Sales lacks context. Leads go cold. And soon both teams are blaming each other for missed goals. ABM turns this into a shared mission. Marketing and sales work together from the start. They define the ICP, select accounts, and plan engagement strategies. They track the same metrics and review progress together. Are your teams still operating in silos? If yes, ABM can bring alignment and shared accountability. With tools like Salesforce and HubSpot, both teams can monitor account-level engagement and act fast when momentum builds. 3. Engagement Strategy Traditional lead nurturing often means the same message goes to everyone. A generic whitepaper or email campaign may not speak to a specific buyer’s needs. When content lacks relevance, decision-makers quickly tune out. ABM focuses on personalization. You create content and messages for specific roles and industries. You tailor the journey for each account. A marketing manager gets one path. A CTO gets another. This creates a better experience and better results. Your engagement can include: With tools like Mutiny, Uberflip, and LinkedIn Matched Audiences, you can adjust each touchpoint based on the account’s journey stage. This targeted approach works. ABM campaigns with personalized, multi-touch strategies see a 166% increase in engagement (Gartner, 2024). Transitioning to an ABM Funnel The traditional funnel is increasingly failing modern B2B buyers. With long buying cycles and multiple decision-makers, a lead-centric model is no longer effective. It results in bloated CRMs, poor forecasting, and disengaged sales teams. ABM improves forecasting accuracy and pipeline efficiency. By targeting only the accounts with the highest revenue potential, you drive better outcomes across the board, higher deal size, faster closing rates, and better retention. Here’s how to shift your sales and marketing motion from lead-based chaos to account-focused clarity. Step 1: Redefine Your ICP Too many teams define their ICP on instinct, using vague labels like “mid-sized SaaS.” That often leads to poor targeting, wasted budget, and underperforming campaigns. ABM changes this by grounding everything in data. Start by analyzing your CRM. Look at past wins to identify real patterns, what industries they’re in, what tech they use, how long the sales cycle takes, and the average deal size. Then bring in tools like Clearbit, G2, and Bombora to layer firmographic and intent data. These tools reveal who’s actively researching solutions like yours. That’s where your attention should go. Instead of chasing volume, ABM ensures you prioritize fit and readiness—two things that boost both efficiency and revenue potential. Step 2: Align Sales and Marketing Teams Sales and marketing are often out of sync. One team generates leads, the other complains they aren’t qualified. The result? Missed targets and internal frustration. With ABM, these teams become one. You form micro teams, one marketer, one AE or SDR, focused on a shared set of high-value accounts. They plan together, execute together, and measure together. Using shared tools like Slack Connect, Salesforce dashboards, and weekly check-ins, you foster alignment that removes bottlenecks. According to Forrester (2023), companies with strong sales and marketing alignment see 38% higher win rates. That’s not just a collaboration boost; it’s a revenue win. Step 3: Use Intent Data and Personalization Relying on lead forms or demo requests means you’re playing catch-up. By the time a lead surfaces, competitors might already be pitching. ABM uses intent data to flip this. Platforms like 6sense, ZoomInfo, and Bombora alert you when a target account is researching your category, even before they land on your site. Now you can act early, with the right message. Tools like Mutiny and Uberflip personalize email journeys and website content, based on where the account is in their journey. No wonder 62% of companies say intent data helped them increase pipeline by catching in-market buyers earlier (Demand Gen Report, 2023). It’s the proactive edge you need. Step 4: Orchestrate Multi-Touch Campaigns One message rarely seals the deal. B2B decisions are complex, and buyers need repeated, relevant engagement. ABM lets you choreograph multi-channel campaigns. You might start with a LinkedIn infographic, follow up with a tailored email, and then invite them to a webinar based on their interests. A relevant case study can close the loop. Platforms like RollWorks, Demandbase, and 6sense

A Brief Guide to Generate Leads Using ABM Content Syndication

Posted on April 19, 2025May 28, 2025 By Vikas Bhatt

Are you exploring cost-effective ways to generate high-quality B2B leads? If so, you’ve likely built a solid content marketing foundation — complete with eBooks, whitepapers, webinars, and blogs designed to nurture prospects throughout the buyer’s journey. But capturing attention in today’s crowded digital landscape takes more than just publishing good content. To reach specific high-value accounts actively seeking your solutions, you need precision targeting and timely delivery — and that’s where account-based marketing (ABM) combined with content syndication becomes a game-changer. While ABM provides a strategic framework for engaging key accounts, content syndication helps you scale that engagement by distributing your message across trusted platforms and channels. When executed well, this pairing not only drives brand visibility and thought leadership but also delivers leads from accounts already showing buying intent. This is what makes ABM-powered content syndication such a powerful revenue engine. By aligning your top-performing content with the right audience at the right time, you move beyond lead capture — and into pipeline acceleration. If you’re new to this approach, you might be wondering whether it’s worth the effort or where to begin. Don’t worry — in this guide, we’ll walk you through the fundamentals, benefits, and strategic steps to leverage ABM content syndication effectively for your lead generation goals. Why ABM + Content Syndication is a Winning Combination When executed in isolation, content syndication offers marketers the benefit of extended reach, long-term visibility, and valuable backlinks. But when you combine content syndication with an Account-Based Marketing (ABM) strategy, it becomes a precision tool for pipeline acceleration. Instead of publishing content for the masses, ABM-powered syndication enables you to republish your best assets on trusted third-party platforms — but only for the accounts that matter most. This isn’t just about brand awareness; it’s about delivering content to high-intent decision-makers across your exact ICP. Here’s why this combination works so well: Targeted Distribution at Scale Syndication lets you get your content in front of hundreds (or thousands) of potential leads — but ABM ensures that those leads are from the right companies, roles, and industries. Reach Accounts Deeper in the Funnel By using intent signals and behavioral data, you can tailor syndication efforts to accounts that are already exploring solutions like yours. Shorten Sales Cycles When buyers engage with tailored, relevant content early on, your sales team spends less time educating and more time closing. Strategic Brand Authority When your content is published on respected platforms and targeted with precision, it not only boosts your visibility — it increases perceived expertise. Full-Funnel Lead Creation This strategy doesn’t just generate leads at the top. With the right content mapped to funnel stages, you’ll get conversions at every level of the buyer’s journey. Content syndication for lead generation plays a key role in amplifying this impact by distributing that content to a wider, targeted audience. Better Alignment Between Marketing and Sales ABM content syndication delivers qualified, research-ready leads, enabling SDRs and AEs to follow up with insight and context — not cold outreach. In short, ABM content syndication isn’t just about increasing traffic — it’s about driving the right traffic from the right accounts and converting that attention into qualified pipeline. The ABM Syndication Blueprint: 7 Steps to Pipeline-Ready Leads You must be excited to include content syndication into your ABM strategy now that you’ve learned everything about its advantages. If you’re exploring effective account based marketing tactics, content syndication is one of the most impactful approaches. The good news is that we’ve already put out a guide to assist you with ABM content syndication. The stages to creating an ABM content syndication plan for lead generation is as follows: 1. Define Your Ideal Customer Profile (ICP) The foundation of any ABM strategy is knowing exactly who you’re targeting — and that means building a crystal-clear Ideal Customer Profile (ICP). Your ICP isn’t just a target market; it’s a precise representation of the companies most likely to convert, retain, and expand with your solution. How to Build It: Real Use Case: A cybersecurity SaaS firm identified their best-fit clients as mid-sized financial institutions with legacy infrastructure and recent data breach incidents. This narrowed their syndication efforts to ~1,500 accounts instead of wasting impressions on 15,000. Tool Tips: Use ABM platforms like ZoomInfo, Clearbit, and Lusha to enrich firmographic and technographic data. Use Bombora to add intent layers (we’ll expand on this below). 2. Segment by Intent and Funnel Stage ABM is all about relevance and timing. Even if a company fits your ICP, if they’re not currently researching a solution like yours, your content won’t land. That’s why layering intent data is crucial. Intent data tools like Bombora, G2, and 6sense can tell you which accounts are actively researching keywords or competitors in your category. How to Segment: Intent Triggers to Watch: Pro Tip: Build dynamic audience segments in your CRM/MAP (e.g., HubSpot, Marketo) to route accounts into syndication workflows based on intent scoring. 3. Map Content to Buyer Journey Once you know who you’re targeting and where they are in the journey, the next step is to match your content to their mindset. This ensures relevance, improves engagement, and increases the chance of conversion. Funnel Stage Goal Best Content Types TOFU Create awareness eBooks, industry reports, blogs, infographics MOFU Build trust and educate Webinars, comparison guides, use cases BOFU Nurture urgency and conversion ROI calculators, case studies, demo videos Example: Instead of syndicating a “Why ABM Matters” whitepaper to CFOs already comparing tools, send them a “ROI Benchmark Report: What to Expect from ABM” asset with a strong CTA for a consultation. 4. Sync with Sales for Timely Follow-Up ABM content syndication is only powerful when marketing and sales are fully aligned. Without smart follow-up, even the best campaigns fail to move leads through the pipeline. This alignment ensures that prospects are nurtured effectively across the B2B sales cycle stages, turning interest into real opportunities. Why Follow-Up Matters: What to Do: Pro Tip: Integrate syndication platforms directly with your CRM

B2B Content Syndication Strategies for 2026 Success

Posted on January 11, 2025March 16, 2026 By Vikas Bhatt

In the dynamic world of B2B marketing, staying at the forefront of industry trends is vital for sustained success. As we venture into the year 2026, the landscape of content marketing is undergoing significant transformations. Current statistics reveal that a remarkable 82% of B2B marketers rely on content marketing as a cornerstone of their strategies, and this figure is projected to rise further. One strategy gaining traction is content syndication, where you republish your content on relevant third-party websites. But how does content syndication work, and how can it benefit your B2B marketing efforts?” To fully unlock the potential of your content, it’s imperative to grasp and apply effective B2B content syndication strategies. With this blog, we will explore the intricacies of B2B content syndication, encompassing its advantages, challenges, goal establishment, channel selection, content creation, outreach tactics, measurement techniques, and the imperative for continuous optimization. B2B Content Syndication Strategies for 2026 Success Understanding B2B Content Syndication At its core, B2B content syndication is a process of distributing your content to various third-party websites, platforms, or publishers to reach a wider and more targeted audience. This method leverages the existing audiences of these partners to amplify your content’s reach. According to research, 89% of B2B marketers use content syndication to generate leads. However, unlocking its full potential hinges on effective implementation. To learn more about the various content syndication tools available and how to choose the right ones for your needs, visit our dedicated resource page. Benefits and Challenges of B2B Content Syndication Let’s explore the advantages and challenges of B2B content syndication: Benefits: Extended Reach: Syndicating your content on reputable platforms allows you to tap into their existing, engaged audience, amplifying your brand’s visibility. Lead Generation: This is one of the most important benefits of content syndication. It can be a powerful lead generation tool. In fact, 61% of B2B marketers use it to generate leads. Brand Authority: By appearing on well-regarded websites and publications, your brand gains credibility and authority. SEO Boost: Quality backlinks from syndication partners can improve your website’s search engine ranking. Challenges: Quality Control: Maintaining the quality and integrity of your content across syndication partners can be challenging. Overexposure: If not managed carefully, syndicating the same content on multiple platforms can lead to overexposure and reduced effectiveness. Audience Relevance: Ensuring that your content resonates with the specific audiences on each syndication platform can be tricky. Data Privacy: Handling and protecting data, especially in the context of lead generation, requires careful consideration. Must Read: 14 Expert Tips to Boost Your Blog Traffic with Content Syndication Setting Clear B2B Syndication Goals Before diving into content syndication, it’s essential to establish clear and measurable goals. Your goals might include increasing B2B lead generation, improving brand visibility, or boosting website traffic. Having well-defined objectives helps you tailor your syndication strategy to achieve these specific outcomes. Selecting B2B Syndication Channels Choosing the right syndication channels is a critical decision. Different platforms cater to various audiences, and your choice should align with your target demographic. In ABM content syndication, this becomes even more crucial, as targeting the right accounts depends heavily on selecting the right channels. Consider factors such as audience size, relevance, and engagement level when selecting syndication partners. Remember that diversity in your syndication portfolio can help you reach a broader spectrum of potential customers. Must Read: Utilizing Intelligent Content Syndication To Produce High Intent MQLs Creating B2B Syndication-Ready Content Your content needs to be optimized for syndication success. This means crafting content that is not only informative but also shareable. Here are some tips for creating syndication-ready content: Valuable Insights: Offer valuable insights, industry trends, or unique perspectives that make your content stand out. Engaging Headlines: Craft attention-grabbing headlines that entice readers to click and read further. Visual Appeal: Incorporate visually appealing elements such as images, infographics, and videos to enhance the content’s appeal. Consider exploring video content syndication to further amplify your reach and engage audiences who prefer visual formats. Clear Structure: Present your content in a clear and structured manner, making it easy for readers to digest. Call to Action (CTA): Include a compelling CTA that guides readers toward the desired action, whether it’s signing up for a newsletter or requesting more information. Read this insightful article about Free Content Syndication. B2B Syndication Outreach and Partnerships Building strong relationships with syndication partners is key to success. Approach potential partners with a value-driven proposition. Highlight how syndicating your content can benefit their audience. Leveraging B2B content syndication services can further streamline these efforts, ensuring your content reaches the most relevant audiences. Collaboration is more likely when both parties see a win-win scenario. Additionally, consider co-creating content with partners to expand your reach even further. Measuring B2B Syndication Success Measuring the success of your B2B content syndication efforts is essential for ongoing improvement. Key performance indicators (KPIs) to track include: Lead Generation: Monitor the number of leads generated through syndication efforts. Click-Through Rate (CTR): Measure how many people click on your syndicated content links. Engagement Metrics: Analyze user engagement, including likes, shares, comments, and time spent on your content. Conversion Rate: Determine how many leads from syndication converted into customers. Return on Investment (ROI): Calculate the overall ROI of your syndication efforts by comparing the cost to the revenue generated. Optimizing and Evolving Your B2B Strategy As with any marketing strategy, optimization is an ongoing process. Regularly analyze data to identify what’s working and what needs improvement. Adjust your approach, experiment with different content formats, and seek out new syndication partners to keep your strategy fresh and effective. Stay attuned to emerging B2B syndication trends in 2026 to stay competitive. 📘 The Ultimate 2026 Playbook for B2B Content Syndication If you’re serious about generating qualified B2B leads in 2026, this is the strategy guide your team needs. We’ve distilled the most effective content syndication techniques into a crisp, action-ready 1-pager that’s been crafted for marketing and demand gen pros ready to scale. 📍 Proven channel frameworks for high-intent reach 📊

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