Stephen Midgley

Today marks a HUGE launch for Demandbase, and it's not Account-Based. Introducing Buying Group Marketing 2.0. In 2025, the biggest technology leap GTM teams can make in order to grow revenue faster is adopting Buying Groups. BGM is the new ABM. The challenge, till now, is the difficulty in setting up, identifying, and measuring buying groups. That’s why Demandbase is announcing a set of features that make Buying Groups much easier to implement - that bring Buying Groups to the masses. 👇 Buying Groups have always been superior to Accounts alone. Not everyone in an account is relevant to the sales cycle. There are more people involved in a sales cycle than ever. The same accounts can purchase multiple products. Focusing on the account alone makes it near impossible to prospect, sell, forecast multiple opportunities within that account. Engaging buying groups de-risks every phase of revenue creation–pipeline, win rates, renewal, and expansion. Unfortunately, adopting Buying Groups has traditionally involved a lot of manual work—identifying who the right persons are for every product, mining your CRM to see where you have missing contact data, understanding who is not engaged, who is engaged and with what, taking actions at the Buying Group level. This has been a HUGE blocker in unlocking the potential of BGM. Demandbase’s launch of Buying Groups 2.0 eliminates the manual work that have been holding teams back from growing revenue faster, with the release of: - Buying Group Set Up—automates time consuming tasks related to identifying what roles should be in a buying group, creating those buying groups, and added recommended contacts - Buying Group Dashboard—automates reporting on gaps in buying group engagement, where contacts are missing, who is engaging, who isn’t - Buying Group availability to export through API’s—makes buying group data available to CDPs, data warehouses, and other key systems - Filter Agent—a chat based interface that enables the creation of audiences across accounts, people, and buying groups - Action Agent—enables action instantaneously across channels across accounts, people, and buying groups Thank you Chad Holdorf, Stephenie Springer, Ruth Juni, and teams for all the hard work that went into this Buying Group innovation! If you want to learn how forward-thinking B2B teams are evolving beyond lead-based models to engage entire Buying Groups—and drive more effective pipeline, join us for special webinar tomorrow at 9:30am PT: https://lnkd.in/eARnkKAx

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According to Wealthsimple’s VP of Growth, you’re not a top 5% marketing leader if you don’t get these 2 concepts 👇 1. Local maximum 2. Incrementality We had the chance to sit down with Simon Lejeune on Humans of Martech to unpack both of those concepts, we covered: • How to escape local maximum traps • Productive laziness mindsets • The best use cases for incrementality tests • Why most A/B tests are a waste of time • How to balance clean tests with bold ideas And a bunch more stuff! -- Thank you to our main sponsors for supporting the podcast: 🎨 Knak: No-code email and landing page creator to build on-brand assets with an editor that anyone can use. 🦸 RevenueHero: B2B scheduling and routing product to instantly connect prospects with the right sales reps to drive qualified meetings. 📧 MoEngage: Customer engagement platform that executes cross-channel campaigns and automates personalized experiences based on behavior. – My top takeaways: 💡A/B testing creates the illusion of momentum. Redirect resources from comfortable optimizations to bold, high-impact bets. 💡Always measure impact by asking, “What would have happened if we didn’t do this?” Bake this question into your reviews, reporting, and team culture. 💡Run incrementality tests only when they answer questions that could materially change your strategy. Keep testing rare enough that it never slows your path to growth.

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The fastest way to accelerate your career and reach the C-suite is knowing your numbers and become fluent with the metrics of the business. I’ve seen too many talented GTM leaders plateau because they couldn’t connect their decisions back to the P&L. But if you want to earn a permanent seat at the table, you need to know your metrics. And honestly, early in my career I thought strategy, creativity, and execution were what mattered most. And they do—but what I learned is if you can’t connect your work back to the financials, you’ll always be seen as a functional lead, not a strategic leader. The best thing I ever did for my career was to become fluent with metrics. – How CAC payback affects runway – Why NRR is the heartbeat of SaaS – How expansion ARR drives valuation And now the bar is moving higher. AI is reshaping the very benchmarks we rely on. Pricing. Packaging. Payback. Even how ARR is defined. It’s crazy to me how quickly the math of SaaS is evolving. If you don’t understand how AI is bending the benchmarks, you’re playing with an outdated playbook. The good new is that financial fluency is a skill you can build. Start by: – Reading your company’s financial statements each month (don’t skim, study!) – Asking your CFO or FP&A lead to walk you through the drivers of margin and efficiency. – Translating your own initiatives into financial outcomes: “This campaign shortens payback by 3 months” is far more powerful than “this campaign generated 500 leads.” Do this consistently and you’ll stop being the marketer, seller, or operator “at the table” and start being the person shaping board-level decisions. And if you want a crash course in sharpening this skill, SaaS Metrics Palooza 2025 hosted by Ray Rike and the Benchmarkit team is where to start. Over two days, 30+ SaaS leaders and investors will break down how metrics drive decisions across finance, GTM, and operations. And more than half the sessions are dedicated to AI’s impact on SaaS. You’ll hear from: – Dave Kellogg – Peter Walker of Carta – Jeff Epstein of Bessemer Venture Partners – David Spitz of BenchSights – Ben Murray, The SaaS CFO – Jon Miller – Jacco van der Kooij of Winning by Design – Mark Roberge of Stage 2 Capital – Craig Rosenberg of Scale Venture Partners And a whole lot more!

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ABM was never about leads. For too long, vendors sold us dashboards, MQL funnels, and “ABM in a box.” The result? Slow pipeline, lost trust, and marketing sidelined. Great interviews with Elaine Zelby, CRO and Co-founder of Tofu and Davis Potter, CEO of ForgeX with modern insights on revenue generation. The reset is here: ✔️ABM IS marketing. Everything else is noise. ✔️MQLs are dead. Pipeline, revenue, and LTV are the only scorecards. ✔️AI without strategy = spam. Stop automating bad habits. ✔️Marketing belongs at the revenue table. Not in the campaign corner. The next era of ABM is strategy-led and AI-enabled. If you’re still chasing MQLs…you’re already behind. https://lnkd.in/gf7rp6bx

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Sales leaders think their team needs better decks… But what they really need is better PRESENCE. We get A LOT of calls to help people create better sales enablement decks. And as we start digging, we often uncover that the deck itself is only part of the problem… What their sales team really needs help with is learning how to own a room. They don’t know what to do when a buyer is distracted during their pitch… They aren’t prepared to answer a surprise question during the middle of their presentation… And they aren’t able to seamlessly adapt as their pitch goes on. Some salespeople lean too heavily on their deck. Like a train on its tracks, they only go where the deck takes them. If the buyer does something unexpected and takes the conversation off track, your deck won’t help you anymore. But having great presence makes you more like a helicopter. You can move in any direction. You’re always ready to adapt to what the buyer needs in real time. Sales teams need presence…especially in a world where AI can help you make your deck. What’s one step to help your sales team develop this kind of presence? Adaptive Listening. And we have a FREE training that reveals the 4 listening mistakes that kill deals before they start. Link in the comments. #SalesLeadership #SalesTraining #SalesPresentation

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We all know that ABM is much more than serving ads to target accounts. So as I'm fine-tuning our ABM execution + reporting, I needed dashboard inspo to monitor progress Enter: this brilliant dashboard from HockeyStack that outlines how ABM king, Andrei Zinkevich, visualizes what any GTM leader + practitioner should be monitoring with their ABM efforts The beauty of this dashboard is that it's truly all-encompassing. It's not just net new revenue. It's not just "impressions served to target accounts." It's not just intent-scoring. It's everything I need to understand our baseline before pushing harder in certain areas, see our progress along the way, and the results we achieve in the form of not just net new revenue, but also expansion + retention initiatives For anyone looking to level up their ABM reporting + get some serious alignment across your GTM team, this is the perfect place to start Just a *few* of the items you'll be able to see with this: --> Net new revenue from ABM campaigns --> Expansion revenue from ABM campaigns --> Renewal revenue from ABM campaigns --> Funnel metrics from current deals in pipeline --> ABM penetration by stage --> High-intent leads without deals --> Account engagement by company --> Website “high intent” account journeys If you need me over the next few weeks, I'll be updating my reports + dashboards with this in mind 🤓 #hockeystackpartner

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I joined Matthew Volm and the RevOps Co-op on the latest episode of RevOps AF The Podcast. Outbound isn’t dead. Reckless automation is. We got into guardrails that keep GTM safe: human-in-the-loop approvals, automation limits, secondary domains and dedicated IPs per rep, health checks on sending infrastructure, and list source accountability. We also covered platform crackdowns, compliance risks, and why quality beats volume across channels. Link in comments.

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