Nicki Soffe

The #1 mistake growing teams make in APAC? Getting lost in translation. Here’s what happens: ✅ You invest in onboarding ✅ You build training programs ✅ You craft sales content But your regional teams still skip your training, misunderstand content or struggle to scale. Why? Your videos are still in English. APAC has 4 billion people and 3,000+ languages. It's important to localise if you maximise your content. Synthesia is one of the most powerful tools out there that creates AI Avatars who can speak in multiple languages. They're launching a new feature — AI Dubbing in 30+ languages. So you can localise at 15× speed and 10× less cost Localisation isn’t a barrier anymore. It’s a business multiplier. ✨ Want to see how it works?✨ Join Synthesia's live demo day on July 24. #MadeWithSynthesia

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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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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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Even in incrementality-centric teams, there's a common mistake that all tactics within a channel have the same incrementality. I see people apply incrementality coefficients / cofactors / multipliers all the time, especially at the CHANNEL level, and this is usually a mistake. Some terms first: • Incrementality: the amount of real impact the activity had on biz • Inc coefficient: the multiplier you put on other attribution (like GA4) • Channel: an ads publisher/DSP such as Meta, Google, or TikTok • Channel tactic: a sub-layer within a channel (e.g. prospecting) The process usually goes like: A brand wants to figure out the overall incrementality of their paid marketing program. They start with a sequence of tests like: • Full program holdout (all channels off) • Number one spender holdout (e.g. Meta ads) • Number two spender holdout (e.g. Google) • Apply incrementality coefficients to platform attribution • Optimize media toward "iROAS" instead of "pROAS" On the surface this makes a lot of sense. But per usual, the devil's in the details. And the overlooked detail here is that a channel is too coarse of a vehicle (usually) to aggregate overall incrementality coefficients. Let's look at Meta for example. Meta usually has these four common breakouts: • Awareness: true top of funnel brand stuff, view content/reach • Prospecting: conversion optimized targeting new customers • Retargeting: conversion optimized targeting visitors/warm aud • Retention: conversion or r/f optimized targeting existing customers The OVERALL combined platform ROAS of all four of these tactics, depending on spend, might look something like a 1.5x ROAS. Let's say that the brand then did a Meta incrementality test, and found out that the real iROAS -- the true incremental return on ad spend -- was 3x iROAS. So then a very simple coefficient would double whatever Meta's self-reported attribution is in the platform. • 1.5x pROAS = 3x iROAS • 2x pROAS = 4x iROAS • 1x pROAS = 2x iROAS And so on. But this next step is where it goes sideways. The brand tells their media buyer "hey so long as your overall platform ROAS stays around a 1.5x, which is a 3x iROAS, then we're good. Push and pull as you see fit." Death. The MASSIVE problem with this is that the ad buyer (often, not always) doesn't understand that the 2x coefficient (translating a 1.5x to a 3x) is only a snapshot in the MOMENT and MIX that the test was run. Let's say that the holdout test was run with the following Meta mix: • Awareness: 5% budget • Prospecting: 70% • Retargeting: 20% • Retention: 5% But, the ad buyer can see that retargeting (currently 20% of the budget) has a much better pROAS than a 1.5x. It actually has a pROAs of 3x! That means that the iROAS is 6x!! Right? Wrong. But they push more budget toward retargeting, say to 35%. But MER gets worse and CACs go up. This is because they "broke" the recipe that made the 2x coefficient true. Whoops. #incrementality #attribution

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Over the past week, I’ve shared how AI is reshaping marketing: ➡️ From customer journeys to customer conversations ➡️ From specialized roles to the rise of the full-stack marketer Now comes the most exciting part: what happens when you put it all into practice. AI isn’t just speeding things up it's giving us the power to spark ideas, test them faster, and bring new creativity into every project.

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Marketo is 19 and a half years old. HubSpot's 19 and a half years old. Eloqua is 25 years old. These legacy marketing automation platforms haven't kept up, and it’s making it harder for marketers to win in the age of AI. I talked about this and many other topics in my recent conversation with Lee Odden on the Beyond B2B Marketing podcast, covering everything from why the old playbook is broken to what's coming next with AI-native platforms. THE OLD PLAYBOOK IS DEAD The classic marketing automation playbook of gated content → lead scoring → MQL handoff worked for a while. But three forces killed it: 1️⃣ Gumball Machine Mentality: We treated marketing like a linear process. But buying is nonlinear, more like predicting weather than tuning a simple machine. 2️⃣ Tragedy of the Commons: Every tactic got overused until buyers tuned out. They know downloading that PDF means getting bombarded. 3️⃣ Short-Term Thinking: The MQL obsession led us to optimize for metrics over customer experience. THE NEW REALITY Buyers are stitching together their journeys from LinkedIn posts, videos, community threads. They research anonymously. And when they finally raise their hand, 81% already have a preferred vendor in mind. This is why brand matters more than ever. It's not soft and squishy. Brand marketing IS revenue marketing because it means you're who people reach out to when they're ready. WHAT'S NEXT In an age where AI can generate infinite content, three things will differentiate B2B marketers: ✓ Experiences (humans engaging with humans). ✓ Relationships (trusted sources matter more when there's infinite noise). ✓ Craftsmanship (people can tell when something took human effort… that's why original research using proprietary data — like what Gong and Carta do — will become even more valuable. AI can't generate truly original insights). Lee and I also discussed the bow-tie model, moving beyond MQLs to measuring the full customer lifecycle, and why CMOs need help bringing the C-suite along on these changes. I'll paste links to the full conversation below! What resonates most? The death of the old playbook, or what's coming next?

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A lot of B2Bs confuse Building Blocks and Enablers, and it quietly derails their GTM strategy First of all, both are part of an overarching GTM plan: 1️⃣ Strategy – What’s the hill we’re trying to take? 2️⃣ Framework – How will we move buyers across the journey (Activate, Authority, Nurture, Grow)? 3️⃣ Building Blocks – What elements will we use to make it happen? 4️⃣ Enablers – How will we monitor, capture, and respond at scale? Without considering 1 & 2 first, you'll end up wasting resources and $$ on Building Blogs & Enablers. Building Blocks: Visible elements your audience interacts with: -Search (Paid, Organic, LMO) -Social (Paid, Organic, Influencer) -Content (Pillar, Video, Thought Leadership) -Events (Virtual, In-person, Sponsored) -ABM (Display, Sequences, Direct Mail) -Community (Owned or Participated) -Audio & Video (Podcasts, CTV, YouTube) Enablers: How we activate, scale, and optimize those building blocks: -CRM & Lead Scoring -Signal Tracking -Email & Sequences -Attribution & Analytics -Workflow Orchestration -Data Enrichment & Routing -Sales Enablement Systems These enablers aren't necessarily visible to the buyer, but they make the entire GTM engine move faster and better align with your buyer's needs. When you confuse these, you end up with a lot of tactics that don't really move buyers. When you align the best building blocks with the right enablers, you get a GTM system that learns, adapts, and accelerates pipeline over time. DM me f you'd like to see how we do this in HubSpot. I'm happy to swap notes.

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