The death of "Dear Firstname" There was a time when simply remembering a lead’s name in an email felt revolutionary. Today? If your "personalization" is just dropping a first name into a generic email template, you're not nurturing leads - you're nurturing your unsubscribe  rate. Modern lead nurture is no longer about sending more emails, or throwing more webinars into the void. It's about building experiences that actually matter  - tailored, data-driven conversations that make prospects feel seen, understood, and valued before  they ever sign a contract. And the stakes? They're only getting higher. Let’s dig into why smart data  and sharp personalization  are the future of lead nurture - and why those still stuck in the old ways are about to get left behind. The new reality of lead nurture Traditional lead nurturing followed a pretty lazy playbook: Capture a lead (probably with a half-hearted content download) Drip a few emails over 30 days Cross your fingers and hope for a demo request It was mechanical. Predictable. And frankly, it worked - when buyers had fewer choices and longer attention spans . Today, buyers move fast. They expect relevance, immediacy, and proof  that you get them - or they move on . Nurture is no longer a funnel of touchpoints. It’s a dynamic, responsive relationship  that needs to evolve based on each lead’s behavior, preferences, and journey stage. In short: If your nurture doesn't flex, you don't convert. Why personalization is non-negotiable Personalization today is not about slapping someone's job title into a subject line and calling it a day. It's about context : What are their biggest pain points today ? What role do they play in buying decisions? How have they engaged with your brand so far? What content resonates with their specific industry, role, or maturity level? Here's the cold reality: Leads expect a "you get me" experience from the first click - or they'll find someone else who delivers it. Personalized nurture isn't just "nice to have." It’s a conversion accelerator  - and a trust builder  in a world where trust is in short supply. In fact, studies show personalized nurture emails drive up to 6x higher transaction rates  compared to generic ones. But it only works if you’re not faking it. (People can smell fake personalization the way you can smell a desperate sales call.) Data: The fuel behind real personalization You can't personalize without data. Period. Data isn't a "bonus feature" - it's the engine  behind a functioning nurture program. But here’s the kicker: Not all data is equal. You don't need 400 fields of CRM data nobody trusts. You need smart, actionable data  that tells a real story about your leads. The must-have  data buckets: Firmographics:  Company size, industry, geography Demographics:  Role, seniority, department Behavioral signals:  Website visits, content downloads, webinar attendance, email clicks, social engagement Intent data:  Are they actively researching your category? Engagement patterns:  How often, when, and through which channels they interact And crucially: Permissioned data . We’re living in a GDPR/CCPA-first world. If you're collecting and using data without consent, you're not just playing dirty - you're setting yourself up for a fine and  a PR disaster. Smart marketers know: Data-driven personalization isn't creepy. It's respectful , relevant , and rooted in choice . Discover our Podcast - The MOPs Brief Common mistakes that kill lead nurture programs Even with the best tools and intentions, plenty of companies still get nurture horribly wrong. Here’s how: 1. Over-automating and under-thinking Yes, automation saves time. No, it doesn’t replace strategy. If your nurture tracks feel like a cold drip of vaguely connected content, you’re just automating irrelevance. 2. Ignoring the middle of the funnel Top-of-funnel gets all the love: blog posts, webinars, reports. Bottom-of-funnel gets sales calls. But that big, squishy middle - where buyers decide if they trust you  - is often ignored. Nurture is about owning the messy middle, with smart, timely nudges that help prospects self-educate and gain confidence. 3. Personalizing badly Sloppy merges, outdated data, mistaking interest for intent ("you downloaded a whitepaper, marry me?") - bad personalization is worse than none at all. 4. Failing to align nurture with real buyer journeys Many nurture flows are still linear: Step 1, Step 2, Step 3. Real buyers zigzag. Smart nurture adapts - letting content, timing, and channel flex based on behavior, not assumptions. Building a high-performance nurture engine Okay, so what actually works in 2025? The best lead nurture strategies today share a few key traits: ✦ Audience-first design Start with a brutally honest look at your audience’s needs, problems, and context. Build nurture tracks for them  - not for your sales targets. ✦ Dynamic segmentation Move beyond static lists. Use real-time behavior and data signals to shift people between nurture streams dynamically. ✦ Multi-channel orchestration Email alone won’t cut it. Blend email, retargeting ads, social touchpoints, chatbots, webinars, and even SMS (carefully) to create a cohesive experience. ✦ Progressive profiling Don’t ask for everything up front. Use smart forms and gated content strategies to gradually  learn more about leads as they engage. ✦ Content that sells without selling Focus on value-forward  content: Industry insights How-to guides Smart comparisons Customer success stories Bold thought leadership The goal? Make it easier for leads to sell themselves  internally before your sales team ever shows up. The future of nurture: predictive, proactive, personal We’re already moving into a world where lead nurture is: Predictive  (AI models anticipating buyer behavior) Proactive  (outreach triggered by micro-signals, not marketing calendars) Hyper-personal  (experiences crafted for a lead of one, not a segment of hundreds) Brands that invest in smart data infrastructure and ethical personalization now will be the ones closing deals while competitors are still arguing over nurture workflows. Because in the end, lead nurture isn’t just a "marketing task." It’s your first real relationship with a future customer. And like any relationship - if you phone it in, don’t be surprised when they stop answering. Final word: 🚫 Generic nurture is dead. ✅ Personalized, data-powered nurture is the new baseline. The question is: Are you evolving fast enough to keep up? Discover our Services

Let's talk about the closet nobody wants to open Somewhere inside your organization is a marketing technology stack that’s bigger, messier, and more haunted than anyone wants to admit. At a glance, everything looks fine. The campaigns run. The dashboards load. The tech list fits neatly on a PowerPoint slide. But start asking questions - real questions - about what’s in use, who owns it, what it costs, and what value it’s delivering? You’ll quickly discover ghost platforms, forgotten integrations, overlapping tools, and systems nobody’s logged into since pre-pandemic days. The truth is simple: Every MarTech stack has skeletons. MarTech audits are how you find them before they find you. The only real question is: when should you audit? (Spoiler: It’s probably earlier than you think.) Why MarTech audits are non-negotiable The average enterprise now has over 90 MarTech tools  in play at any given time. Even mid-sized companies routinely juggle 40-50 platforms. Each one came with a business case. Each one promised to save time, drive engagement, boost ROI, or “streamline the buyer journey.” Fast forward a year or two: Teams change Strategies shift New tools get layered in Old tools get neglected Budget oversight gets fuzzy Integrations break silently in the background Without a regular, structured audit, your MarTech stack quietly mutates  from a strategic asset into a bloated liability. An un-audited MarTech stack is like a neglected garden: It doesn't just stop growing - it grows wild . The unmistakable signs you're overdue for a MarTech audit You don't need a crystal ball to know when it’s time. Just look for these very real (and very common) symptoms: ✦ Platform sprawl Nobody can answer - with confidence - how many MarTech tools you have, what they all do, and who owns them. ✦ Ghost platforms You discover platforms still being paid for that nobody claims to use. (Bonus points if IT finds them when they’re auditing VPN access logs.) ✦ Duplicate functionality Multiple teams are using different tools to solve the same problem (e.g., three different event management platforms, two CRMs, four survey tools). ✦ Integration chaos "Connected" systems aren’t syncing properly anymore — leading to dirty data, broken workflows, and dashboard numbers nobody trusts. ✦ Shadow IT Departments buy and use their own tools without any oversight. Congratulations: your marketing stack now includes whatever Steve in Demand Gen put on his corporate card. ✦ Rising costs, falling value Budget reviews show MarTech spend creeping upward, but campaign performance isn't moving with it. ✦ Technical debt headaches Your ops team spends more time fixing and patching systems than innovating or optimizing. When is the right time to undertake a MarTech audit? Here’s the honest answer: If you have to ask, it’s time. But there are also some key trigger points where an audit isn't just useful - it’s critical: ✦ Major strategic shifts New GTM strategy? New ICP focus? Expanding internationally? Your tech stack was built for the old playbook. You need to recalibrate. ✦ Leadership changes New CMO, new Head of RevOps, or even a new CFO? You can bet one of their first questions will be: "What are we actually paying for - and is it working?" ✦ Mergers and acquisitions Combining two MarTech stacks is like blending two IKEA furniture sets blindfolded. You must  audit before consolidating. ✦ Budget freezes or cuts If Marketing’s been told to tighten belts, you need to know which platforms deliver real value and which ones are just nice-to-haves. ✦ Tech stack maturity milestones Every 18-24 months, it’s healthy to audit - even if nothing is "wrong" - just to prevent rot from setting in. Discover our Podcast - The MOPs Brief What a strong MarTech audit looks like A real audit goes beyond  asking, "What tools do we have?" It digs deep into performance, fit, cost, risk, and ownership . At minimum, a MarTech audit should assess: Tool inventory:  What’s in use, who uses it, when was it last actively engaged Overlap analysis:  Are multiple tools solving the same problems? Cost vs. value:  Is the platform driving revenue, improving efficiency, or just burning budget? Integration health:  Are data flows clean and stable between platforms? Adoption rates:  If only 10% of your licenses are active, you have a problem. Compliance and risk exposure:  Especially around data privacy, consent management, and security standards Strategic alignment:  Does the tech still match the marketing and sales goals for the next 12-24 months? Common MarTech audit discoveries (and why they hurt) Nobody escapes a MarTech audit entirely clean.Expect to find some (or all) of the following: Finding Why it matters Ghost platforms still billing $10K+ a year Death by 1,000 cuts to your budget Data leakage between poorly integrated systems Compliance risks and dirty data Critical workflows built on unsupported tools Operational fragility Teams clinging to legacy platforms "because they know it" Cultural resistance to change Redundant capabilities Wasted licensing fees and split focus The goal of an audit isn't just to clean house - it’s to create clarity, focus, and efficiency  moving forward. Why people avoid  MarTech audits (and why that's dangerous) Let's be real: MarTech audits feel tedious. They threaten sacred cows. They force uncomfortable conversations about ownership, accountability, and strategic clarity. But avoiding them doesn’t save you from those problems. It just delays  the pain until it's bigger, more expensive, and less fixable. Smart companies don’t audit because something broke. They audit because they know waiting until something breaks is the slowest (and most expensive) way to lose . The bottom line You can either proactively audit your MarTech stack - with intention, structure, and a strategic lens - or you can wait until: A new CFO starts asking hard questions A data breach exposes your compliance gaps Marketing underperformance triggers a stack-wide investigation Your team burns out trying to keep a broken system limping along Audit before the audit audits you. Because in the world of modern marketing, your tech stack isn’t just an enabler - it is  the infrastructure of your entire revenue engine. If you don't know exactly what's in it, what it’s costing, and what value it’s creating?You’re flying blind - and turbulence is inevitable. Final thoughts MarTech audits aren't sexy. They won't win awards. They won’t trend on LinkedIn. But they will potentially, quietly, save you millions ( our last client MarTech audit highlighted $1.1m of savings ), sharpen your strategy, and give your teams the tools they actually need to win. And honestly? That’s the kind of success story that actually matters. Discover our Services

If ignoring it worked, we’d all be millionaires Let’s be honest: Nobody wakes up excited to do a MarTech audit. No one’s brewing their morning coffee thinking, "You know what would really spice up my day? An exhaustive review of underused CRM plug-ins and integration flows." In fact, given the choice between a MarTech audit and, say, assembling flat-pack furniture with no instructions - most marketing teams would happily grab the Allen key. And yet... ignoring your MarTech stack is a little like ignoring a weird rattle in your car engine: You can pretend it’s “probably fine” - right up until you’re stranded on the side of the highway in a rainstorm. MarTech audits aren’t fun. They’re just necessary. And the longer you put one off, the worse it gets. The real reasons people avoid MarTech audits We’re not here to judge. We get it. Here’s why audits land permanently on the “someday” list: ✦ Fear of finding skeletons Deep down, everyone knows  the stack is messier than it should be. Auditing means shining a flashlight into dark corners - and who’s emotionally ready to discover 12 forgotten platforms, 3 expired licenses, and a workflow that’s been broken since 2022? It’s the adult version of being afraid to check your bank account after a big weekend. If you don't look, it's not real... right? ✦ Political minefields MarTech ownership is often fuzzy. Start poking around and you risk stepping on toes: Who approved that six-figure ABM platform nobody uses? Why is SalesOps paying for a tool Marketing also pays for? Whose “critical tool” actually delivers no measurable ROI? An audit doesn’t just uncover software problems. It uncovers people problems. And sometimes, it’s easier to keep smiling and nodding. ✦ Analysis paralysis Stacks are complicated. Even if you want  to audit, it feels overwhelming. Where do you even start? How do you assess integration health? What if the person who set it up is no longer with the company (and left behind exactly zero documentation)? There’s a perception that tackling the audit will take too much time , so ironically, people waste even more time working around problems they refuse to confront. ✦ Fear of triggering budget cuts Let's be real: If you highlight that half your tech stack is redundant, leadership might start asking other uncomfortable questions - like how the marketing budget got so bloated in the first place. Sometimes, it feels safer to let sleeping MarTech dogs lie. Listen to our Podcast Why avoiding a MarTech audit is a terrible idea Ignoring your MarTech audit needs is like refusing to go to the dentist because you suspect  you have a cavity. Congratulations - you just upgraded yourself from “simple filling” to “root canal.” Here’s what happens when companies delay audits: Situation Consequence Disconnected systems quietly corrupt CRM data Sales doesn’t trust Marketing’s leads Overlapping platforms bloat costs Budget cuts land harder and more randomly later GDPR compliance gaps go unnoticed Legal exposure and potential fines Low adoption platforms quietly rot Teams invent rogue workarounds that break everything else Legacy tech blocks new strategic initiatives Digital transformation projects stall or fail By the time these problems show up on the leadership radar, the fix isn’t a tidy weekend project. It’s a six-figure, six-month rehab. The brutal irony: Audits save  time, money, and credibility Here's the kicker: The same MarTech audit everyone dreads could prevent 80% of the stack-related disasters  that suck up time, money, and CMO reputations later. A good audit: Cleans up wasted spend Streamlines workflows Exposes easy wins Strengthens your marketing data quality Shows leadership that Marketing actually knows how to self-regulate and drive efficiency In a World where every department is fighting for budget, showing operational maturity isn’t optional. It’s a survival skill. Download our whitepaper Final thoughts: Open the closet. It’s never as bad as you think. Auditing your MarTech stack isn’t glamorous. It’s not exciting. It’s definitely not going to trend on TikTok. But it’s how you stop bleeding budget, stabilize your tech foundation, and actually future-proof  your Marketing Operations. Ignore it long enough, and you’ll end up doing an audit anyway - but it’ll be under someone else's flashlight, at someone else’s request, and on someone else’s timeline. Better to open the closet now. It might be messy. It might be awkward. But it’ll also be the smartest move you make this year... Discover our Services

Starting May 5, 2025, Microsoft Outlook is rolling out new rules for high-volume email senders - and if you're sending more than 5,000 emails a day, you're on the list. These new requirements are all about cleaning up the inbox: better security, fewer shady senders, and (hopefully) more trust in the emails that do  make it through. But for Marketing Operations teams, it means a little homework - and a lot of DNS updates. Here’s the lowdown. What’s changing? Outlook’s cracking down on emails that aren’t properly authenticated. If your emails don't check all the right boxes, they’ll be sent straight to junk - or blocked altogether. Not ideal if you’re trying to hit your KPIs. To stay on the right side of Microsoft's filters, you’ll need to make sure your sending domain passes: SPF (Sender Policy Framework)  – proves your domain is allowed to send the email DKIM (DomainKeys Identified Mail)  – signs your message to verify it wasn’t tampered with DMARC (Domain-based Message Authentication, Reporting & Conformance)  – ties it all together and tells inboxes what to do when something looks off In short: if your email setup isn’t buttoned up, you’re about to have a deliverability problem. What else Outlook wants from you Along with the email authentication trio above, Microsoft also wants you to: Use a valid “From” or “Reply-To” address—no shady throwaway inboxes Include a working unsubscribe link (and yes, people will test it) Keep your mailing lists clean—bounce-heavy lists are a red flag Be honest in your subject lines—no clickbait nonsense Why Marketing Ops should care Because this affects every. single. campaign. If your emails are flagged or junked, your nurture flows stall, your product launches flop, and your metrics take a nosedive. Worse, you might not even know  it’s happening until the complaints roll in. Compliance isn’t just for IT - it’s a core part of ops now. What to do next Here’s your quick to-do list to stay out of trouble: Check your DNS records  – Make sure SPF, DKIM, and DMARC are in place and properly aligned. Clean your templates  – Unsub links, clear sender info, no weird formatting—polish it up. Scrub your lists  – Remove the bounces, the spam traps, and anyone who hasn’t opened an email since 2021. Monitor like a hawk  – Watch your deliverability metrics. If something tanks, dig into it fast. Bottom line? If you want your emails to land in inboxes - not the void - these changes aren’t optional. They're the new normal for sending at scale. And if you want to hear the conversation about navigating the chaos, well... maybe you should be listening to The MOPS Brief 😉 Would you like some help confirming that you are compliant with these updates? Discover The MOPs Brief Discover our Services

by Sue Wieberg Global Head of Delivery Sojourn Solutions The rise and fall of the contact field, {misc_info_3} in the age of AI and ABM One day I held important data that supported the Marketing Ops team with critical data that facilitated personalization for an event campaign.  The next? “Loves pickles.” I’ve seen emojis, lorem ipsum, broken HTML, and once - a confession about someone’s boss. I am full of secrets. And none of them are good. I wasn’t always like this. I was created with purpose. Potential. They said I’d be “ a flexible metadata field for edge cases. ” The kind of field you use when the structured fields just don’t cut it. But somewhere along the way, I became the junk drawer of your Marketing Automation Platform. Now, in the age of AI and account-based marketing, I sit silently in the shadows… bloated, unindexed, and untrustworthy. I know I shouldn’t be here, but no one has the heart to delete me. The high stakes of dirty data in modern Marketing Ops The analysts avoid me. The business analytics team refers to me as ‘that cursed field.’ I once made a data scientist cry. They tried to parse me. They failed. You’re running AI-generated nurture sequences and building ABM tiers based on firmographics and behavioral intent. But I have to ask…are you really ready for automation when I am still in your database? Alone and unclean? Data like mine - messy, unlabeled, ambiguous - kills AI’s potential. And ABM? It’s nothing without clean, actionable data. Dirty fields like me lead to: Confused targeting; Awkward personalization; Broken integrations; Wasted spend; and Deep existential shame (mostly mine). What I wish you’d done instead I didn’t want this life. You gave it to me. With every import, every lazy copy-paste, every ‘just for now,’ you chipped away at my purpose. Here’s what your modern Marketing Ops data strategy should be built on Clear Purpose for Every Field If a field exists, it should have a name, a defined use, and a reason to live. I never got that. I was your “misc” field. Your fallback. Your data orphan. Input Validation & Guardrails People shouldn’t be able to paste 1,000-character XML into a text field meant for "preferred language." But they did. To me. Daily. Field Audits & Schema Reviews Look back. What am I even doing here? When was the last time someone reviewed the fields you're actually using? Spoiler: it's not the ones you think. Structured Data for AI & ABM Machine learning needs consistency. ABM needs segmentation. I provide neither. If your programs rely on me, they’re doomed. Documentation & Training Teach your teams how to treat their data with care. Show them the horror that I’ve become and let me be a cautionary tale. AI and ABM is not a Band-Aid for broken data Sometimes I fantasize about being renamed. Something dignified like {aux_metadata} or {custom_notes_json}. But no. I am, and will always be {misc_info_3}. Forgotten. Feared. Full of things no one should ever see. We’re in a new era of Marketing Ops. AI is powerful. ABM is precise. But neither of them can thrive on a foundation made of random fields, duplicated notes, or wild data like mine. If you want to automate smarter, target better, and move faster, you have to fix your foundation. Start with your fields. Rescue the ones you can. Retire the ones like me. Let me go. Please. Final word: From {misc_info_3} and your future AI model You didn’t think I mattered. But now, I’m the reason your AI personalization is suggesting cat food to a CFO. Good luck explaining that in your QBR. Don't wait until your strategy breaks to realize your data is the problem. Clean data isn’t a “nice to have.” It’s the difference between a smart, scalable marketing engine - and a chaotic mess with a dash of existential dread. Need help turning your data landfill into a growth engine?   We specialize in modern Marketing Ops: cleaning data, building smart schemas, and preparing your tech stack for the future. Let's finally give {misc_info_3} the closure they deserve. About the Author Sue Wieberg - Our Global Head of Delivery here at Sojourn Solutions, is a seasoned marketing automation strategist with over 15 years of experience in helping organizations leverage marketing technologies to drive revenue growth. Her expertise spans not just the implementation and optimization of marketing automation platforms, enabling businesses to enhance their marketing operations and achieve measurable results, but Marketing Operations as a whole - she's also a pretty good creative writer too :-) Discover our Services

When Norstella, a leader in the information services space, set out to unify platforms and data across its brands, it knew the stakes were high. Two complex HubSpot environments - MMIT and Panalgo - needed to become one. And they needed it fast. Enter Sojourn. The Challenge Norstella’s objective was clear: consolidate platforms to boost efficiency, enhance data quality, cut costs, and enable smarter cross-selling and analytics. But the devil was in the detail. Panalgo’s HubSpot instance was nuanced, and the risk of disruption was real. The migration had to be seamless, fast, and aligned with a wider Salesforce consolidation effort - all without breaking marketing operations or dragging legacy issues into the future. Oh, and it had to be done in just five weeks. The Approach We kicked things off with discovery workshops to get under the skin of both platforms. From there, we built a streamlined migration plan that prioritized speed and  sanity. We reused most assets and leveraged a Tool Migrator Map to cut down manual work. We worked shoulder-to-shoulder with marketing, sales ops, and compliance teams - quickly escalating blockers and making fast decisions. We removed outdated assets and redundant forms, implementing best practices across the board. Cutover was clean, communication was constant, and go-live happened early - with responsive support that kept everything ticking post-launch. The Results The migration was more than just successful - it was a showcase of how to do these projects right: 18% under budget Delivered early Streamlined workflows  and fewer forms Data consolidation that sets the brands up for long-term marketing success “I cannot underscore how pleased I was with Sojourn’s overall professionalism during this massive project... a portal migration skillfully executed, ahead of schedule, and under budget. Couldn’t be more satisfied.” - Eugene Won, Senior Marketing Automation Manager, Norstella Need help with a platform migration that actually works  for your business? Let’s talk. Discover our Services Download our FREE whitepaper

Ah, the world of B2B Marketing Operations. It’s like a magic trick: you start with a sleek, polished stack of MarTech tools, and next thing you know, there’s an extra 50 SaaS subscriptions creeping around in the shadows. They’re like the mythical creature of MarTech: The SaaS-quatch. No one knows exactly how many are out there, but everyone feels their lurking presence. And let’s be real here: it’s not always what’s written down in the budget spreadsheet that bites you. Oh no, it’s that rogue tool that someone’s been sneaking in through their credit card bill, the one you had no idea about until a frantic finance team starts showing you the receipts. It’s like finding an old Netflix password under the couch cushion. It shouldn’t be there, yet somehow it is. These sneaky, forgotten tools, hidden under the radar, are what we call “shadow stacks.” And just like how you’d hunt a Sasquatch, finding and slaying these rogue elements is a mix of strategy, technology, and a healthy dose of detective work. The curse of rogue tech: "The forgotten platform" and its sneaky cousins For years, Marketing Operations teams have quietly (or not-so-quietly) been battling a growing creature lurking in their budgets: "The Forgotten Platform". This elusive beast first appeared back in 2019 ish, often disguised as a seemingly harmless free trial or a tool that promised to be the silver bullet for a short-term marketing initiative. It starts innocently enough: someone discovers a shiny new tool that claims to save time, boost performance, or “integrate with everything” (we've all been there). Before you know it, that free trial turns into a $1,500-per-month recurring subscription, and no one can quite remember signing off on it. The Forgotten Platform is born. But unlike Bigfoot, "The Forgotten Platform" doesn't leave footprints - it leaves behind email receipts, late-night credit card charges, and a pile of unused, neglected licenses. The only thing it hunts is your budget. And the thing is, you're not alone in this struggle. Research suggests that 70% of companies have some form of rogue tech floating around in their organization. It could be a freemium tool someone started using because it was "free for the first 30 days," or a random license purchased with the best of intentions, only to be forgotten once the tool’s initial allure wore off. These shadow tools may be small, under-the-radar, or just plain forgotten, but they add up over time and quietly siphon away your budget. Because they often don't appear in the official MarTech stack, no one notices the slow drain on resources - until it’s too late. The real damage doesn’t come from the big-ticket items either; those are easy to spot. The problem lies in the seemingly harmless subscriptions that go unnoticed and pile up in the background. So, it’s time to get your detective hat on and start hunting these rogue tech monsters before they consume your resources completely. The MarTech audit: Your tactical weapon Step one in the hunt for your SaaS-quatch: a thorough MarTech audit. It’s a bit like a spring cleaning, but for your tech stack. You’re going to go through every tool, license, and account with a fine-tooth comb to make sure no shadow stack creatures are lurking in the dark corners. Here’s how to do it: Talk to the teams Marketing teams can sometimes become a little too... enthusiastic when it comes to trying new tools. And who can blame them? We all want to experiment, optimize, and stay ahead of the curve. But this enthusiasm can also lead to purchases that may not align with the bigger picture. Sit down with your Marketing Ops team, your content team, and any other team who may have purchased software over the past year or two. Ask them about the tools they’re using - and more importantly, why . You’ll be amazed at the number of “forgotten” tools that crop up in these conversations. Some tools are loved by teams but are so niche that no one else is aware of them. These are your SaaS-quatches. Get the financials in line The next step in hunting down rogue tools is to get access to the financials - specifically, the company’s credit card statements, payment systems, and all those accounts with a subscription model. Start by identifying any recurring charges related to marketing tools. These will often show up as unmarked or ambiguous entries, such as “Tool Co” or “App Inc.” at odd dollar amounts. Once you’ve got the statements in front of you, make sure to cross-check these with your list of official tools. If anything doesn’t match, it’s time to ask questions. Track Usage Data The next step is to look at actual usage data for your tools. Every tool worth its salt has some form of tracking or reporting built in, so check the usage reports. If something hasn’t been used in months but is still racking up charges on the company card, it’s time to start questioning whether it’s still needed. This process should also help identify any licenses that were purchased but haven’t been accessed. This is another sign of The Forgotten Platform making its presence felt. Check for trial account renewals One of the most insidious ways rogue tools sneak into the tech stack is through trial accounts that automatically renew. You’ve all been there — you sign up for a free trial, but before you know it, you’ve forgotten to cancel, and the tool’s been auto-renewing every month since. Check for trial-to-paid transitions in your accounts. Most tools will send a notification when they transition from a free trial to a paid account, but if the tool is “forgotten,” you might miss these alerts. Involve your IT and Security Teams While marketing teams are often the ones driving the adoption of new tools, your IT and security teams are critical in spotting shadow stacks. They’ll have insights into what’s been deployed across the company, whether it’s secure, and if there are any compliance risks tied to certain platforms. IT is often the unsung hero in these audits, so don’t skip this step. Slaying the Beast Once you’ve done your due diligence, it’s time to slay the SaaS-quatch. This is where the real work begins, because you’ll need to address what to do with the rogue tools you’ve found. Evaluate the value of each tool : Just because a tool isn’t officially part of your stack doesn’t mean it’s useless. In fact, it may have value. If you find a tool that’s been used regularly but wasn’t part of your official plan, ask yourself: Is it still relevant? Does it add value to the company? Consolidate and streamline : The goal here is to reduce complexity and improve efficiency. Consolidate similar tools. If you’ve got three different tools for email marketing, for example, do you really need all of them? Consolidating platforms reduces tech debt and streamlines operations. Set up clear guidelines : The best way to avoid this situation in the future is by setting clear guidelines for software purchases and usage. Create a transparent approval process, and ensure every new tool purchase is logged, tracked, and reviewed regularly. Communicate with the team : Make sure that everyone is on the same page about the tools you are using and why certain rogue tools need to be decommissioned. Getting buy-in from the team will make it easier to eliminate unneeded tools without causing friction. The aftermath: Ongoing vigilance The hunt for shadow stacks doesn’t end after the first audit. The beast of rogue tech is ever-present, and vigilance is key. Set up regular check-ins, audits, and reviews to ensure that your tech stack remains lean and aligned with your goals. SaaS-quatches don’t stay gone for long. The MarTech wilderness is filled with hidden tech, and it’s time to make sure your stack isn’t haunted by "The Forgotten Platform" anymore. May your shadow stack be slayed and your budget be freed! Talk to us about our MarTech Audit service. Download our FREE whitepaper Discover our Services

Let’s start with a funeral. Attribution, once the crown jewel of marketing performance, has flatlined. It lived a good life - full of UTMs, tracking pixels, and multi-touch models that tried to please everyone and satisfied no one. But it's time to stop resuscitating it. RIP Attribution (2005–2025): You were never as accurate as we said you were. Because here’s the uncomfortable truth: in complex B2B buying journeys, attribution is becoming the marketing equivalent of astrology. Occasionally helpful, often vaguely correct, mostly a source of spirited debate and questionable tattoos. It’s time for a new paradigm: Orchestration. Where attribution is obsessed with credit, orchestration is obsessed with impact. Where attribution tries to retroactively explain the past, orchestration builds the future. Let’s break this down. With humor. With honesty. And with a better way forward. The problem with attribution (and why it needs to die) Attribution started with good intentions. Marketing needed a seat at the revenue table. Sales got the credit, finance got the trust, and marketing got... vibes. So we built systems to track how prospects engaged: clicks, form fills, ad impressions, webinar attendance. We poured that data into models like: First touch Last touch Linear Time decay W-shaped, U-shaped, Z-shaped, yoga-shaped... And we told ourselves: this is truth. This is ROI. This is the holy grail. But here’s what really happened: People lie to forms.  ("How did you hear about us?" = whatever they vaguely remember or feel like saying.) Buyers self-educate off-platform.  Podcasts, Slack channels, industry groups, analyst recommendations, peer DMs - none of which are captured by standard attribution. Dark social doesn’t show up in your CRM.  But it moves the needle, hard. Data gets lost, tools don’t talk, and everyone interprets it differently. It creates the wrong incentives.  Marketers start optimizing for what can be tracked, not what actually works. In short: attribution is like a funhouse mirror. You think you’re seeing yourself, but you end up with a big head, tiny legs, and a warped sense of reality. So what the hell is  Orchestration? Let’s switch metaphors. If attribution is about assigning credit after the fact, orchestration is about conducting the performance in real time. It’s a mindset and an operational approach. It’s about: Coordinating marketing and sales efforts across the funnel Designing experiences based on buyer behavior, not your internal org chart Using real-time signals to trigger the next best action Thinking in systems, not silos Measuring momentum , not just moments Great orchestration isn’t about asking, "Who do we credit for this deal?" It’s about asking, "How do we replicate this successful sequence at scale?" Attribution asks "who?" - Orchestration asks "how?" Attribution is built for ego. Orchestration is built for outcomes. Instead of fighting over whether the email, the webinar, or the LinkedIn ad gets the win, orchestration says: "Let’s map the full journey, learn what nudges moved the prospect forward, and build a repeatable playbook." Let’s be blunt: nobody buys a six-figure SaaS platform because of one blog post or an MQL score. B2B buying is a team sport. It’s long, political, and full of backchannel conversations. Trying to pinpoint a single "trigger" is not only foolish - it’s a distraction. Anatomy of great Orchestration Want to move from chaos to coordination? Here’s what orchestration actually  looks like in practice: 1. Journey-centric thinking You stop designing around your campaign calendar and start mapping the actual steps your buyers take. Then you build around their  process, not yours. 2. Signals over stages Forget rigid funnel stages. Focus on signals: repeat visits, asset downloads, job title changes, buying committee behavior, tech installs. These tell you who’s moving and when. 3. Next best action models Instead of throwing generic nurture streams at everyone, you use behaviour and context to trigger relevant steps: SDR call, targeted content, retargeting, direct mail, etc. 4. Cross-functional coordination Sales, marketing, and customer success operate off the same playbook. Tools are integrated. Messaging is aligned. Everyone knows what’s happening, and why. 5. Continuous optimization You don’t set it and forget it. You test sequences, measure progression, and double down on plays that work. The orchestration never stops. This isn’t just marketing automation with a facelift. It’s a smarter way of running revenue operations. Metrics that matter in Orchestration If you’re not using attribution as your north star, what do  you measure? Here’s the good stuff: Pipeline velocity : Are deals moving faster based on our plays? Conversion rates between key signals : From hand-raiser to opp, from opp to win. Influence by sequence : Did this orchestration increase account engagement or multithreaded activity? Time to engagement : How quickly are we moving from unknown to known, or from known to engaged? Buying committee penetration : Are we reaching more decision-makers per account? You’re not just measuring who clicked. You’re measuring momentum. The tech you need (and the tech you don’t) Orchestration doesn’t mean buying another 17 tools. It means: Integration : CRM, MAP, intent data, ABM platform - all singing from the same hymn sheet Real-time data processing : Not batch-and-blast. Think streaming signals. Playbooks : Documented sequences tied to personas and buying stages Trigger-based actions : Logic that kicks in when signals appear You don’t need to drown in martech. You need a few good systems that actually work together . Pro tip: If you’re spending more time configuring your platform than executing plays, you’ve missed the point. Objections (and why they’re wrong) "But our CFO wants attribution reports!" Sure, give them a version. Just don’t base your strategy on it. Attribution can be a great sanity check, but it shouldn’t be your GPS. "Isn’t orchestration just a buzzword?" If done poorly, yes. If done right, it’s a revenue engine. Execution is what separates hype from impact. "This sounds complicated." It doesn’t have to be. Start small. Pick one journey, one persona, one play. Learn. Scale. Rinse and repeat. "Can’t we just use ChatGPT for this?" AI can help. But orchestration still needs strategy, context, and human judgment. Think of it as your copilot, not your pilot. The new mandate for CMOs Here’s the harsh truth: if you’re still showing up to the board with just attribution models and MQL dashboards, you’re playing last decade’s game. Modern CMOs are being asked to: Influence pipeline, not just impressions Drive alignment across GTM functions Build revenue operations that scale You can’t do that with attribution alone. You can do it with orchestration steering the strategy. Because the board doesn’t care who gets credit. They care what’s working, what’s repeatable, and what’s next. Final thoughts: Let attribution die in peace Let's be serious for a moment - we’re not saying throw out all your data immediately or stop utilising your existing attribution model straight away. We’re saying get smarter about how you use it. Obsessing over attribution is like arguing about who should’ve been MVP while the trophy gets stolen. Orchestration is about winning the game. So raise a glass to attribution. Thank it for its service. Then quietly and slowly show it the door. Because the future of B2B marketing isn’t about who gets the credit. It’s about building systems that drive actual, scalable revenue outcomes . Attribution is dead. Long live Orchestration. Need help building Orchestration that actually works? That’s what we do. We help B2B Marketing Operations move from fragmented chaos to coordinated revenue-generating machines. If you're ready to stop arguing about leads and start driving pipeline, let's talk . Discover our Services Download our FREE whitepaper

Let’s cut through the fluff: most boardrooms don’t get marketing. They nod politely at the charts, chuckle at the brand videos, and then swivel in their seats to drill into sales numbers. And the CMO? Often stuck playing defense, explaining why brand equity matters more than this quarter’s MQL dip. But that dynamic is shifting. The unsung hero making it happen? Marketing Operations. Or as we like to call it: the CMO’s secret weapon. This isn’t just another back-office function. It’s the engine room, the strategy enabler, the difference between marketing being seen as a cost center or a growth catalyst. If you're a CMO and you don't have an incredible Marketing Ops function by your side, you’re flying blind. Why Marketing Operations is finally having its moment Marketing Ops (MOPs) used to be the people who made sure your emails didn’t bounce and your campaign data made it into Salesforce. Necessary? Absolutely. Glamorous? Not so much. Today, it's a different game. With the explosion of martech tools, the complexity of buying journeys, and the need for accountability at every turn, MOPs has evolved into a strategic powerhouse. It's the function that: Ensures data integrity across the funnel Builds scalable campaign architectures Implements tech stacks that actually work  together Surfaces insights that drive real decisions Enables agility, personalization, and speed to market Put simply: they make marketing work. And more importantly, they make marketing provable . The boardroom problem: perception vs. reality CMOs often struggle with one fatal perception in the boardroom: that marketing is fluffy. You can talk brand value, customer experience, and long-term positioning all day long, but if the CFO doesn’t see a direct line to revenue, you’re going to get side-eyed. This is where Marketing Ops changes the game. Imagine this: instead of wading through subjective campaign results, you're presenting: Attribution data that shows marketing’s influence on pipeline CAC/LTV ratios with breakdowns by segment Campaign velocity metrics tied to sales cycles Real-time dashboards that speak the board’s language: efficiency, growth, ROI Now you're not just the creative lead. You're a performance executive. Thanks, MOPs. The real power play: MOPs as strategic enabler The smartest CMOs know how to use Marketing Ops not just for reporting, but for direction-setting. A great MOPs team can help: Prioritize initiatives based on impact, not politics. With clear data, you can kill underperforming campaigns, double down on winners, and say "no" with confidence. Create operational agility. Whether it's spinning up a new ABM motion or piloting a new channel, ops is the engine that makes it possible without breaking the machine. Make experimentation scaleable. It’s one thing to test; it’s another to test fast, track cleanly, and iterate based on data. MOPs makes the scientific method sexy. Integrate sales and marketing in meaningful ways. From lead routing to SLAs to revenue dashboards, marketing ops is the bridge that aligns go-to-market functions. Traits of an incredible Marketing Ops team Let’s be clear: not all MOPs teams are created equal. If you want yours to be a weapon, not a wrench in the gears, it needs to be built right. Here’s what that looks like: Strategic thinkers, not just button-pushers : They understand business goals and align ops accordingly. Data fluency : Not just pulling reports, but understanding what the data means and how to act on it. Tech-savvy, not tool-drunk : They know when to add a tool, when to kill one, and how to make the whole stack sing. Cross-functional cred : Trusted by marketing, sales, finance, and IT. Process engineers : Able to see workflows holistically and optimize them over time. And yes, they still make sure your campaigns go out on time. But that’s table stakes. Building the dream team CMOs need to treat Marketing Ops hiring as critical, not optional. That means: Paying market (or above-market) rates for top talent Giving ops a seat at the leadership table Encouraging collaboration with sales/rev ops Investing in professional development You wouldn’t underfund your growth team. Don’t shortchange the function that enables  growth. Metrics that matter in the boardroom To really weaponize MOPs, you need to shift your metrics mindset. Move beyond: Email open rates (yawn) MQL volume (alone, this is meaningless) CTRs (cool, but so what?) And lean into: Marketing-sourced pipeline and revenue Campaign ROI by segment Sales cycle length by lead source Customer acquisition cost (CAC) Lead-to-opportunity conversion rates Engagement scoring across accounts Even better? Deliver these in clean, visual dashboards that make it idiot-proof for execs to connect the dots. Aligning MOPs with RevOps Another power move: get Marketing Ops playing nice with Revenue Operations. If these functions operate in silos, expect friction. But when they align, magic happens: Unified reporting Shared goals (hello, pipeline growth) Smarter lead management Less finger-pointing, more collaboration The org structure may vary (some combine MOPs and RevOps), but the mindset should always be integrated. The AI-powered future of MOPs Looking ahead, Marketing Ops isn’t just about dashboards and workflows. It’s becoming the home of automation and intelligence. Your next-gen MOPs team will: Deploy AI to score leads and prioritize follow-up Use predictive analytics to guide campaign planning Leverage chatbots and virtual assistants for ops support Build dynamic, intent-driven nurture paths Surface insights before the CMO even asks In short: less manual wrangling, more strategic firepower. Final thoughts: be the CMO with swagger CMOs have enough battles to fight. Don’t go into the boardroom armed only with branding decks and hopeful charts. Bring the receipts. Bring the strategy. Bring the badass Marketing Ops team that turns creative vision into commercial reality. Because the real secret to gaining respect in the boardroom isn’t louder talking points. It’s showing up with the function that can prove, pivot, and perform. So yeah, MOPs might not have the sex appeal of a brand refresh. But when the boardroom heat is on, they’re the coolest asset you’ve got. Need help building or upgrading your Marketing Ops function? That’s where we come in. We can help B2B CMOs design high-performance Marketing Operations functions that deliver clarity, control, and revenue results. Get in touch – let’s make your ops team the envy of the boardroom. Discover our Services

Salesforce has sponsored and released a massive, 45-page guide to marketing automation platforms, called (fittingly enough) B2B Marketing Automation Platforms: A Marketer’s Guide , describing: The capabilities B2B marketers need in a MAP, and How B2B marketers can select and implement a MAP that’s right for their needs. In this post, we’ll explore how to select and implement the right MAP for you. We also recommend that you watch Sojourn’s recent Marketing Automation Comparison webinar , so you can see what specific features and functionalities multiple MAP vendors offer. Selecting and implementing a MAP: 7 steps to success Here’s a 7-step plan for finding and implementing the best MAP for you, the one that best meets your strategic needs and delivers marketing ROI: 1. “Map out” what you need in a MAP.  Don’t simply run out and buy the first MAP you see. You need to take stock first, beginning with a deep understanding of your strategic goals as a B2B marketing organization as well as the existing martech tools, processes, and people/team you’re deploying to meet those goals. Too many organizations forget to assess the skill sets and capabilities their people/team will need to adopt and work with a MAP. When they purchase a great MAP, their people don’t utilize its full value – making a great MAP “less than great.” The guide explains this self-assessment process well: “Understanding your current marketing processes, knowing how to measure success and being able to identify where you are looking for improvements, are critical information when deciding about a MAP.” This self-assessment will tell you exactly what features, functions, and training support you need in a MAP, so you can begin looking for what you need to achieve your goals. This step will also inform all the other steps below. 2. Know how MAP pricing and purchasing works.  MAP vendors typically offer PaaS/SaaS-based pricing, meaning the platform and software are licensed by the customer and hosted by the vendor. Your actual pricing will generally be based on the number of contacts in your marketing database, the number of email marketing messages you send each month, and/or the number of internal users you have (and instances you need).  You should also consider your training needs and related costs. Pro tip: Many MAP providers will ask you to sign an annual contract (some offer monthly pricing). If you’re willing to offer the MAP vendor a longer-term commitment, you can request a discount for doing so. 3. Know the importance of integration.  A MAP may be amazing in isolation, but if it doesn’t integrate well with the rest of your stack, especially your CRM, then you won’t be able to optimize its value and achieve your marketing/strategic goals.  Since you’ve already conducted a full self-assessment of your stack in step #1 above, you should be ready “to ask [any] marketing automation vendor about integration,” says the guide. “Many vendors offer app marketplaces, which provide faster access to the participating systems. Virtually all marketing automation vendors offer APIs, but they may be an add-on to the price of the platform.”  4. Know how you’ll measure MAP success.  This step ties directly into step #1 above. Knowing why you’re selecting a MAP will help you measure the ongoing effectiveness and success of your chosen MAP. If your goal is to increase conversions, for instance, you’ll need to establish a pre-MAP baseline to know what your conversion rate was before implementing your MAP in order to effectively measure any post-MAP impact.  The guide offers another example: “If [your goal is] to improve email efficiency, be prepared with [pre-MAP] metrics on open rates, clicks, etc. It’s also wise to measure the depth and breadth of [your MAP] platform usage. Many marketers only use basic email capabilities, which can end up being a costly investment” that goes to waste. Again, training your people in using your new MAP and all its functionality becomes very important for driving utilization/usage, as well as MAP ROI. 5. Prepare your RFP and send it out to MAP vendors.  Your RFP or “request for proposals” describes your exact needs for a MAP, listing the core capabilities/functionalities you require as well as some “like-to-haves” such as (maybe) predictive analytics or a native CRM integration. Once your RFP is drafted, create a list of MAP vendors that you believe have the capacity to meet at least your core requirements. Send these vendors your RFP with a deadline to respond with relevant information. 6. Winnow down your vendor shortlist, set up demos.  When the vendor responses to your RFP come back, you’ll need to begin by eliminating vendors who don’t meet your basic/core requirements. From there, you can begin ranking the remaining RFP responses from best to worst, perhaps defining a shortlist of 4-7 vendors to engage with at a deeper level. Request further information from these shortlisted vendors and start to differentiate them on functionality, price, service, and other factors. Request a demo from these vendors, start asking detailed, relevant questions, and open up a preliminary negotiating process with your preferred 2-3 vendors. 7. Select a MAP vendor and begin implementation.  As part of step #6, you should already know how each vendor plans to work with you to implement your new MAP. Make a final decision on your preferred vendor and begin creating an implementation plan together, defining an SLA (or “service level agreement”) that sets expectations and consequences for both you and your chosen MAP provider.  You should also consider bringing in outside expertise in the form of an implementation partner (like Sojourn) to facilitate time-to-value for your MAP. An experienced implementation partner can help prepare your data, other martech tools, and your people for optimizing your MAP utilization. Watch Sojourn’s latest  Marketing Automation Comparison webinar , and reach out  to us if you could use some help selecting, implementing or optimizing your MAP.

Sustainability isn’t just a buzzword anymore - it’s becoming a core pillar of how businesses operate. In the B2B world, where long sales cycles, complex supply chains, and corporate responsibility are under more scrutiny than ever, sustainable marketing is moving from a “nice-to-have” to a business imperative . But let’s be honest - many companies still think of sustainability as a B2C concern, something that applies more to fashion brands and organic food companies than to software providers or manufacturing firms. That mindset is outdated. B2B buyers are demanding more than just cost-effective solutions - they want to work with companies that align with their values, reduce their environmental impact, and contribute to a greener economy. Sustainable marketing is no longer just about reputation; it’s about resilience, revenue, and long-term success. What is sustainable marketing in B2B? Sustainable marketing in B2B isn’t just about slapping a “green” label on your brand or cutting back on paper usage. It’s a holistic approach that involves: Reducing waste in marketing materials, campaigns, and events Optimizing digital footprints to lower carbon emissions from online activities Ethical sourcing of materials and vendors Transparent communication about sustainability efforts Aligning with partners who share sustainability values It’s about embedding sustainability into your brand story, customer engagement, and business strategy - not just using it as a marketing tactic. Why sustainability matters in B2B marketing 1. B2B buyers expect it Sustainability has become a key decision-making factor for buyers. According to a recent study, over 80% of B2B decision-makers prefer to buy from companies with a clear sustainability strategy . Businesses are under increasing pressure to meet ESG (Environmental, Social, and Governance) goals, and that means choosing vendors who align with their values. 2. It’s a competitive differentiator In crowded markets, differentiation is everything. If your company can showcase genuine  sustainability efforts—whether that’s through carbon-neutral operations, ethical sourcing, or waste-reducing initiatives—you stand out. It builds trust, credibility, and positions your brand as forward-thinking. 3. Cost savings and efficiency gains Sustainability often leads to leaner, more cost-effective  Marketing Operations. Digital-first strategies, optimized ad campaigns, and reduced print materials don’t just lower carbon footprints—they cut costs. And with energy prices and resource costs rising, sustainable choices are also smart financial decisions. 4. Regulatory compliance and risk reduction Governments and industry bodies are increasingly implementing sustainability regulations. Companies that take a proactive approach to sustainable marketing will be ahead of compliance requirements, avoiding fines, PR disasters, and supply chain disruptions. How to implement sustainable marketing in B2B 1. Stick to digital-first - but optimize Sticking with digital marketing  is a no-brainer, but even digital has a carbon footprint. Data centers, streaming content, and email marketing all consume energy. Sustainable B2B marketers can: Optimize email campaigns to reduce unnecessary sends Use eco-friendly hosting providers Compress images and files to lower website energy consumption Choose carbon-neutral advertising networks 2. Make events more sustainable B2B trade shows, conferences, and networking events generate massive amounts of waste. Sustainable marketing means: Reducing printed materials and using digital brochures Choosing sustainable venues  with eco-friendly policies Offsetting carbon emissions for travel Encouraging virtual or hybrid attendance where possible 3. Re-evaluate your supply chain and partners If your marketing relies on third-party vendors (printers, ad agencies, influencers, software providers), evaluate their sustainability credentials. Work with eco-conscious suppliers and platforms that align with your company’s green goals. 4. Be transparent and authentic Greenwashing - exaggerating or falsely claiming sustainability efforts - is a major risk. Buyers and regulators are becoming more skeptical, so avoid vague claims like “eco-friendly” or “green solutions” without backing them up. Instead: Publish impact reports detailing your sustainability efforts Use concrete data to support environmental claims Share case studies of how your company has reduced waste, emissions, or inefficiencies 5. Align sustainability with your brand story B2B brands that integrate sustainability into their core messaging build stronger connections with customers. Showcase your commitment to responsible business practices  in your content marketing, thought leadership, and social media strategies. 6. Leverage LinkedIn for sustainable thought leadership LinkedIn is a powerful platform for positioning your brand as a sustainability leader. Share: Original research on sustainability trends in your industry Success stories about reducing environmental impact Insights on how sustainability improves B2B business performance Collaborative initiatives with sustainable partners The future of sustainable B2B marketing Sustainability in B2B marketing isn’t a fleeting trend - it’s the new standard. As industries shift toward more responsible practices, the businesses that adapt now  will be the ones that thrive. By embracing sustainable marketing, B2B companies don’t just help the planet - they build stronger brands, attract values-driven clients, and future-proof their business. So, the question is: Is your B2B marketing strategy truly sustainable? 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Account-Based Marketing (ABM) is all about precision - targeting the right people at the right companies with the right messages. But here’s the challenge: how do you ensure your message actually reaches those decision-makers in a way that resonates? Enter social media, specifically LinkedIn, the ultimate B2B networking hub. Gone are the days when ABM was just about personalized email sequences and direct mailers. Today, decision-makers are researching, networking, and engaging on LinkedIn long before they ever talk to a sales rep. If you’re not meeting them there, you’re missing a massive opportunity to influence the buying journey. This article dives into how ABM and LinkedIn go hand-in-hand, and how you can leverage social media to strengthen your intent-based targeting, engage high-value accounts, and drive meaningful relationships with key decision-makers. Why LinkedIn is the perfect platform for ABM ABM is all about building meaningful connections with a highly specific audience, and LinkedIn is where those connections happen. Here’s why LinkedIn is an ABM powerhouse: Laser-focused targeting:  LinkedIn allows you to segment audiences based on job title, industry, company size, and even specific accounts. Account-level engagement:  Unlike traditional demand generation, ABM requires a tailored approach for each target account, and LinkedIn makes it easy to interact with key stakeholders through content, InMails, and networking. High-intent interactions:  Decision-makers are actively looking for solutions, insights, and networking opportunities on LinkedIn, making them more receptive to targeted engagement. Data-driven approach:  LinkedIn’s analytics provide real-time insights on which accounts are engaging, what content is resonating, and where you need to double down. Step 1: Connecting ABM intent lists to LinkedIn The key to making ABM work on social media is integrating your intent data with LinkedIn’s targeting capabilities. Here’s how: 1. Build and refine your ABM intent lists Your intent list is the foundation of your ABM strategy. These are high-value accounts that are actively researching solutions like yours. Intent signals can come from: Website visits Engagement with your content (eBooks, webinars, whitepapers) CRM insights from sales conversations Or ideally use intent data providers like Demandbase or 6sense which measure all these signals within their platform. Once you’ve compiled your list of accounts showing strong buying signals, it’s time to move to LinkedIn. 2. Integrate your intent list to LinkedIn Matched Audiences LinkedIn allows you to upload or integrate a list of company names or individual contacts, creating a highly targeted audience for your ABM campaigns. Go to LinkedIn Campaign Manager Select Matched Audiences Upload or import your list of target accounts or contacts (through live integration if using Demandbase) LinkedIn will match these to their platform data, enabling precise ad targeting This ensures your content and messaging reach the exact companies and decision-makers who are actively searching for solutions like yours. Step 2: Engaging high-value accounts on LinkedIn Once your intent-based audience is set up, the next step is strategic engagement. The goal isn’t just to bombard them with ads but to foster meaningful interactions. 1. Personalized LinkedIn ad campaigns Now that your target accounts are in LinkedIn’s system, it’s time to serve them the right content. Consider these LinkedIn ad formats for ABM: Sponsored Content:  Promote high-value content (reports, case studies, thought leadership) directly into your target audience’s feed. Sponsored InMail (now called Message Ads):  Send personalized messages directly to decision-makers at your target accounts. Conversation Ads:  Interactive messages that guide prospects through a personalized journey based on their responses. Dynamic Ads:  Use LinkedIn’s auto-personalization features to include names and job titles in your ads. The key here is personalization - ABM is not about mass outreach but tailored messaging that feels relevant to each account. 2. Engage organically through content and thought leadership Paid advertising is just one piece of the puzzle. To build long-term relationships, your brand needs to be seen as an industry leader. Here’s how: Encourage your sales team to connect with key decision-makers  and engage with their content. Post high-value content on your company page  that speaks directly to your ABM target accounts’ pain points. Comment on posts from key stakeholders  at your target accounts to get on their radar. Use LinkedIn Live and webinars  to foster direct engagement with your ideal customers. ABM is about quality over quantity. The more relevant your content is to your target accounts, the more likely they are to engage. Step 3: Nurturing relationships with a multi-touch approach One interaction on LinkedIn isn’t enough to drive a sale. ABM requires a multi-touch strategy that keeps your brand top-of-mind throughout the buying journey. 1. Combine LinkedIn with email and sales outreach For maximum impact, align your LinkedIn efforts with your email and sales outreach: Run LinkedIn ads alongside email sequences  so prospects see your content before opening a sales email. Have sales reps send personalized LinkedIn connection requests  after a prospect engages with an ad. Use LinkedIn Sales Navigator  to track account activity and tailor outreach accordingly. The key here is consistency - when your target accounts see your brand across multiple touchpoints, they’re more likely to engage. 2. Retarget engaged accounts with deeper content Once a prospect from your ABM list engages with your content, move them down the funnel: Serve retargeting ads  with more detailed case studies or product demos. Invite engaged decision-makers to a webinar  featuring a topic relevant to their business. Follow up with a personal LinkedIn message  to continue the conversation. Measuring success: Key ABM metrics on LinkedIn ABM success isn’t measured by vanity metrics like impressions - it’s about account engagement and pipeline impact. Here’s what to track: Account engagement rate:  How many target accounts are interacting with your LinkedIn content? Pipeline acceleration:  Are engaged accounts moving through the sales funnel faster? Influenced revenue:  How much revenue is being driven by LinkedIn engagement with ABM accounts? Connection growth:  Are key decision-makers accepting connection requests and interacting with your team? By focusing on these metrics, you’ll get a clearer picture of how LinkedIn is contributing to your ABM strategy. Final thoughts ABM and LinkedIn are a match made in B2B marketing heaven. When used strategically, LinkedIn becomes more than just a social platform - it’s a direct line to the high-value accounts you want to win. By connecting your intent lists, running personalized ad campaigns, engaging organically, and nurturing relationships with a multi-touch approach, you can build real connections that drive revenue. ABM isn’t just about sending the right email - it’s about being present where your buyers already are. And in the B2B world, there is no better place than LinkedIn. So, is your ABM strategy making the most of it? If not, now’s the time to change that. Discover our Services Download our FREE whitepaper