In “ABX & Cocktails” 20th episode, we meet up with Avishai Sharon, CEO and co-founder of Trendemon, as we discuss the challenges and opportunities of modern B2B marketing.

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.

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In episode 19 of “ABX & Cocktails”, Kfir and Or speak with Daniel Zacks to talk about the challenges and considerations of evaluating and consolidating tech stacks in marketing and revenue operations.

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.

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In this conversation, Kfir and Or chat with Alexis Martial from SaaScale. Alexis discusses the use of AI in sales and marketing, and explores how AI can be leveraged to scale sales processes and improve personalization.

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

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Listen in to G2’s VP of Revenue Marketing, Robin Izsak-Tseng, where she explores why and how to use second party data to increase revenue efficiency when selling to enterprises.

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/

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Episode 16 of “ABM & Cocktails” connects with Adir Ron, CMO of Duve, a guest experience platform for the hospitality industry, from small vacation rentals to targeting larger hotels and chains. Adir discusses the challenges and strategies involved in transitioning to larger hotels and chains, including realigning the marketing team, reshaping the marketing materials, and implementing an account-based marketing (ABM) approach.

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.

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In this ABX & Cocktails episode, Shiri Katalan, Head of Growth at GlobalDots, shares her unconventional and creative marketing strategies.

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.

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“ABX & Cocktails” revisits the topic of gifting, our third episode in the series. The podcast explores the power of gifting as a marketing and sales strategy, and the importance of personalization and understanding the recipient's interests and preferences.

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

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Listen in to our in-person Intent Meetup:

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/

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