Jared Bodnar

I talk to a lot of HubSpot customers who want to automate support, but have no Knowledge Base to train the agent on. That changed this week with the launch of our Knowledge Base Agent! The KB agent reviews your chat tickets and automatically builds your knowledge base. Then it helps Customer Agent use that knowledge to interact with customers. If you’re not using the Customer Agent yet, you need to be. As Nicholas Holland says: Customer Agent is as necessary for business as having a website in the early 2000s. TIP: Focus on getting Customer Agent running for your most common support topics first. Each conversation it handles becomes learning material for Knowledge Base Agent to build better documentation.

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When Hootsuite wanted to reduce years of Marketo complexity ahead of a platform consolidation, they didn’t rebuild — they reimagined. Together, our teams stripped out legacy programs, standardised automation, and optimised workflows. The result: → 90% reduction in Marketo Programs → 80% fewer total assets → 800+ fields cleaned & catalogued Proof that you don’t need a costly migration to modernise. You just need clarity, process, and the right partnership. How much of your marketing tech debt is actually self-inflicted? #Marketo #B2BMarketing #RevenueAcceleration

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BGM (Buying Group Marketing) is the new ABM.  Yes, ABM was named wrong in the first place—it should’ve been Account Based GTM or Account Based Experience (ABX), because it’s not just a Marketing thing. And, yes, it’s still foundational for business that market complex solutions with long sales cycles. But, there’s been a clear evolution the last 15 years that’s led us to the criticality of buying groups. It started around 2010 when the lead based approach reached its end point (at least as a primary strategy) for two reasons: 1. The buying process was moving more digital, therefore more of the decision-making was happening prior to the lead 2. More and more leads were coming from junior people in accounts that couldn’t buy, creating a rift between Sales and Marketing That led to the decade plus evolution of ABM as a practice, as a job function, and as a technology. ABM was a huge step forward because it focused resources on accounts that led to the greatest LTV and made Sales and Marketing alignment a priority. But today, the best go-to-markets are super-charging ABM by operationalizing buying groups. The reasons this is critical are: 1. Not everyone in an account is relevant to the sales cycle 2. There are more people involved in a sales cycle than ever before 3. Accounts can purchase multiple products, focusing on the account alone (without using buying groups as a data object) makes it very difficult to prospect, sell, forecast multiple opportunities in the same account 4. Engaging buying groups de-risks every phase of revenue creation–pipeline, win rates, renewal, expansion 5. It is an absolute competitive differentiator right now because few companies are doing it well I’m convinced that BGM initiatives will drive the next wave of B2B growth. More to come on how we’re making this change internally at Demandbase.

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When it comes to B2B measurement, there is no one size fits all....but there is one size that is consistently unflattering - vanity marketing metrics. Businesses of all sizes are moving past clicks to real business impact...wheter it is revenue attribution reports (RAR) or clean rooms. For any CMO, move from vanity metrics and cheap reach to real business impact - like pipleine or close deals -changes the credibility of how you talk to your CEO, CFO, CRO, board and investors. Here's a snapshot from a recent Atlassian case study involving a clean room.

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Customer marketing is changing super fast. Your strategy should, too. On December 10, leaders from Peerbound, Gong, G2, Clari, Gainsight, Grafana Labs, and Frank Advocacy will share how to tackle the hottest topics going into 2026. -> Driving #Sales #Adoption: 65% of B2B sales content goes unused. Learn how to make customer proof a must-have asset that revenue teams actually leverage. -> The #ROI of Customer Marketing: Want a seat at the leadership table? Learn how to measure what customer marketing really delivers. -> AI-Powered Customer Marketing: Discover how to analyze customer data at scale, spot customer patterns you'd never catch manually, auto-generate proof points, and make sure buyers can find you when they search for solutions. If you're building a customer marketing strategy for 2026, this is where you start. 🗓️ Wednesday, December 10 | 11am PT / 2pm ET | Virtual https://lnkd.in/eNpskmZN

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🎯 "We're being asked to prove ROI on every MarTech tool. It's brutal." ...Enterprise CMO convo last week. This conversation seems to be happening everywhere rn. So we analyzed the LinkedIn data of 20 leading public and private MarTech SaaS companies to see what they were experiencing. What was measured? Employee growth + employee tenure metrics via LinkedIn across multiple timeframes - mainly because while it's not an absolute measurement, both tell a story about revenue growth. Hypothesis: employee hiring can be a key indicator of current or future revenue growth, tenure may be less predictive but helpful. Here were the top 20% of companies that hired the last 12 months: 🎯 Clay - Hiring the fastest of any of the 20 companies 🎯 HubSpot - Steady expansion + empl retention despite size. Impressive. 🎯 Gong - Defying industry headwinds 🎯 Qualified - Great growth AND great empl tenure - culture indicator. If you are bringing one of these 4 tools to your CFO, you are not alone. The reality for the other 80% we analyzed... Most are barely hitting ~10% annual headcount growth if they are lucky to do so. It's why you are hearing so much about SaaS efficiency right now - the other 80% are likely more focused on retention and upsell because growth has stalled. Size seems to matter in the last 12 months: 🔴 Sub-300 employees = extreme volatility in empl growth (or contraction) 🔴 1000+ employees = stagnation mode in hiring percentages (Gong/HubSpot defying odds here) 🟢 The market is ripe for consolidation with this low growth dynamic coupled with AI needs (ala Salesforce with Informatica) Bottom line (world according to Jon): We're about to see some serious MarTech consolidation. Companies will grow inorganically. Or AI will displace those that struggle to grow. Are you seeing this ROI scrutiny impact your MarTech decisions? ___________ Companies analyzed using LinkedIn available data: Clay (see our Blog for more info on Clay) Qualified HubSpot Gong 6sense ZoomInfo Demandbase Salesloft Outreach Sendoso Chili Piper Mutiny LeanData Bombora Validity Inc. Influ2 Intentsify PathFactory ChurnZero Gainsight UserGems

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The irony of most ABM programs is that we often say, "It's a highly collaborative process that requires massive cross-functional intentionality!" But... We then give it all to one marketing manager And expect them to accomplish something truly magical Like getting an SVP at Apple to book a meeting for our SMB Project Management tool. If you want ABM to be successful, stop setting it up to fail. Set realistic expectations. And provide the right resources. Otherwise, you're just doing outbound with more steps.

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One of the things I love about Attributa is how we always strive to do better. Thomas Fast's most recent article is a perfect example of that. Not being satisfied with the way the standard "First Responded Date" field in SFDC resolves into Touchpoint Dates in Adobe Marketo Measure, Tom devised a solution that improves upon this functionality. The beauty of it is that it's a very simple solution that has a large impact. To read the whole article, check the link 🔗 in the comments 👇🏻

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SaaS event marketing demands smarter budgeting - not bigger budgets. If you're still splitting spend without tying it to event ROI, you're falling behind. Budget smarter. Drive real pipeline. Below is a simple framework to align your spend to real outcomes. #SaaSMarketing #EventMarketing #B2BMarketing #DemandGen

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Most CRMs (Salesforce included) were built for working linear deals and sales process management, not modern ABM. They do a great job logging activities and tracking opportunities, but they fall down on the questions marketers actually care about: o. Which accounts and segments truly drive efficient pipeline, LTV, and NRR? o. Where is marketing lifting outcomes vs. just creating noise? o. Which buying groups are in motion right now? Because CRM data is fragmented across leads, contacts, and opportunities, GTM teams end up with: o. Blurry ICPs that are built on intuition and live in slides, not systems o. Target Account Lists scattered across tools and spreadsheets o. Attribution that rewards “source” instead of measuring real impact The opportunity isn’t add more fields to Salesforce or hope that some yet to be discovered new signal will take your ABM to the next level. It’s to stand up a parallel Market & Account Intelligence system (like AlignICP) that: o. Centralizes ICP, TAL, and segment logic o. Models accounts and buying groups—not just leads o. Layers in intent to show who’s in market now o. Feeds clean, prioritized account lists back into CRM and ABM tools Do that, and ABM shifts from broad, channel-led guessing to focused, efficient, performance-driven programs anchored on the right accounts and segments. If this feels familiar, it’s not a minor annoyance—it’s a massive blocker. As long as CRM-centric, fragmented data hides which accounts matter, which segments perform, and where marketing actually lifts revenue, ABM will stay broad, reactive, and hard to defend in the boardroom. The upside? You can change this. Pair your CRM with a parallel Market & Account Intelligence system like AlignICP, discover and centralize ICP insights and your dynamic TAL and let an intelligence layer handle segmentation, intent, and prioritization. That’s how you take ABM from “we’re targeting some accounts” to a focused, efficient growth engine—and elevate marketing from a lead factory to a strategic partner in go-to-market execution. Check out our latest blog post to dive into more details at: https://lnkd.in/ghwbeH2a #B2BMarketing #ABM #RevOps #GTM #SaaS #MarTech #Salesforce #MarketingAnalytics #ICP #TargetAccountList #MarketingStrategy #AlignICP #GTM

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It's event season. And we as vendors want to get those prospects talking to us, but remember they have trauma from past events... So stop treating event attendees like Leads. Start treating them like people with trauma. Your prospects haven't forgotten being treated like walking badges to be scanned. They remember every empty promise, every salesperson who talked over them, and every "personalized" follow-up that proved you weren't listening. This isn't just annoying to them, it's a breach of professional trust that makes your brand instantly forgettable in a sea of competition. How I have borken the cycle: 𝗔𝘁 𝘁𝗵𝗲 𝗲𝘃𝗲𝗻𝘁: • Start by asking about THEIR specific challenge • Really listen to their problems vs jumping in with solutions • Ask what would the impact be to the business/them if the problem is solved • Share a takeaway resource they can use tomorrow, whether they buy from you or not    𝗔𝗳𝘁𝗲𝗿 𝘁𝗵𝗲 𝗲𝘃𝗲𝗻𝘁: •  Follow with specific challenge & language they mentioned when they stopped by • Provide content that helps them see how their world would be if they solved their problem • Share assets that highlight how peers/influencers/thought leaders are thinking about the space • Focus on expanding and delivering value, not starting the sales process It's about consistently demonstrating value and respecting their experience. This takes you from "another vendor" into a trusted resource they WANT to engage with long after the conference ends.

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