Human Capital and Education Biggest Challenge to ABM’s Growth in MarTech

AI-powered ABM platforms are notching higher appreciation than traditional demand generation capabilities. Of course, it’s an era of smart demand gen orchestration achieved through harmonious play of AI, Intent Data, and Analytics. Taking a step ahead in the AI-powered ABM ecosystem, Metadata.io announced a key integration with HubSpot. We spoke to Metadata.io’s CEO, Gil Allouch at the time of this announcement.

Gil explained his plans to extend the benefit of this HubSpot integration to your customers. Gil said, “By allowing customers to integrate with one click (free), Metadata.io will now be able to:

• Push converted leads from ABM campaign into HubSpot
• Automatically enriched leads from ABM in HubSpot (including personal to corporate match)
• Read the Marketing Automation score and engagement metrics to understand the lead quality
• Pull smart lists from HubSpot for ABM targeting

We are already witnessing some of the most revealing innovation in ABM industry. Gil thinks that the replacement of the ‘Human Marketing Operations’ person with AI and software removes the bottleneck (person) from execution at scale. And, it will be a key innovation in the future.

Salesforce acquired Tableau. Google acquired Looker.

We asked Gil, “How do you see these impacting B2B commerce industries for Marketing and Sales technology vendors?” Gil said, “The BI tools are wonderful ways to really understand your entire landscape and data usually locked in your apps.

That means more marketers, even less-technical ones, will be able to really understand their budgets and ROI and become more data-driven.

Metadata is on a mission to equip the non-technical marketers with AI and automation superpower, allowing them to not only make data-driven decisions but execute 10x without hiring anyone. So, BI is a great friend to prove that ROI comes back.”

What makes ABM readily scalable practice in MarTech? What challenges do you foresee in the future for ABM teams? 

Gil said, “The biggest hurdle is human capital and education. There is no repeatable, blueprinted process, and many vendors are trying to push their methodology to favor their tech.

Once you remove the human element from the execution piece of ABM, it becomes a much easier task to accomplish, in which Sales and Marketing select the accounts, Marketing ops prioritize based on intent, and then a vendor (e.g. Metadata) or the team executes in a closed-loop cycle. When the experimentation and learning cycle isn’t well implemented, a customer may fail on their first ABM attempt and give the practitioner a false negative.”

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We expect ABM plays to further improve Marketing-Sales alignment using AI and Data-level orchestration using new techniques.