The article discusses how most Account-Based Marketing (ABM) programs use static data and make generic assumptions, resulting in less effective campaigns. It highlights a new integration between Clay's GTM enrichment product and the Gong Revenue AI Platform, which enables marketers to extract and use insights from sales call transcripts. This integration could revolutionize ABM by allowing teams to utilize rich conversation data to create targeted campaigns. The integration aims to solve the issue of siloed data and focus on specific buyer challenges rather than generic classifications.
The new integration of GTM enrichment product Clay and the Gong Revenue AI Platform is the beginning of a shift in how we think about account intelligence and ABM personalization.
Despite all advances in intent data, most ABM programs operate on educated guesses about prospects' needs, diminishing their effectiveness in targeted marketing.
Nearly half of organizations cite siloed data as their biggest barrier to gaining buyer insight, leading to generic targeting and irrelevant personalization.
Sales teams gather insights daily that represent the richest source of account intelligence, but traditionally this data remains locked away without effective operationalization.
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