Next Gen ABM

By Océane Li | Founder, NextGenABM I just got back from SaaStr AI 2026, and am impressed by the speed at which the GTM/CRM landscape is splitting in two — and the question no one on stage fully answered: Will the GTM challengers earn the right to be the next system of record, or do they get absorbed into the incumbents' agent stacks?

Edition #53 | Published Jan 12, 2026 Vibe coding, popularized by tech leaders in early 2025, describes using AI to generate software by simply describing the desired vibe or outcome, rather than writing code. Now, marketers have their own version of this trend: vibe marketing. Just as vibe coding lets developers create apps from natural-language prompts, vibe marketing uses AI and no-code tools to craft campaigns and programs. This approach is gaining serious traction.

What This Year Taught Us About AI, ABM, and Modern GTM This year, the most-read and most-shared pieces on NextGenABM all pointed to the same shift: Using AI for hyper-personalization and relevance with known, named accounts, and using AI for smarter prioritization and targeting of new, in-market accounts. Below is a look back at the posts that resonated most with our community of B2B marketers, revenue leaders, and marketing practitioners.

I recently contributed an article to the HubSpot Blog exploring how workflow automation has evolved — and why it’s becoming a core capability for modern marketing, RevOps, and GTM teams.

Edition #51 | Published Nov 5, 2025 Deals that ghosted you aren’t dead — they’re just waiting for a smarter re-entry. This issue unpacks how top GTM teams are reviving stalled opps before year-end using signals, exec thought leadership, and lightweight pilots. 🚀 The Pulse: Industry News You Can’t Afford to Miss We read the AI x ABM headlines so you don’t have to.

I recently published an article on HubSpot’s marketing blog — and the response has been energizing. For those of you who follow my work in AI x ABM/GTM Brief and Insights, this piece (HubSpot Blog) dives into one of the biggest questions I’m hearing from enterprise B2B teams: Can you still run effective ABM for complex, multi-product Fortune 500 IT buyers - without breaking your ops team or budget? My answer? Yes — if you plan intentionally and automate intelligently.

Edition #49 | Published October 20, 2025 What truly separates agentic marketing from traditional marketing automation? While many AI tools today feel like smarter versions of automation: automating workflows, scheduling messages, or scoring leads/accounts, the real shift is deeper. In automation, rules are predefined, and the system reacts based on your setup.

“Many startups underutilize sales engagement tools in their demand generation mix,” said Océane Li, Founder of NextGenABM. “Our goal is to help them unlock Salesloft’s full potential — connecting outbound, inbound, and ABM plays into one seamless motion that drives measurable pipeline impact.”

Edition #48 | Published October 6, 2025 The way B2B buyers discover, evaluate, and trust vendors has changed in the AI-powered GTM landscape. Brands are competing to be the source of truth and mentions AI engines cite and decision-makers trust. To meet this moment, modern GTM teams are embracing a new mindset: Answer Engine Optimization (AEO): Lead with clarity (your TL;DR and FAQs are your new SEO). Publish data, tools, and PoV opinions AI can’t fake.

By Océane Li | Founder, NextGenABM Edition #47 | Published September 15, 2025 After spending a week immersed in HubSpot’s INBOUND 25, I left with a clear takeaway: in the age of AI-era go-to-market motions, relevance is the new personalization. If your idea of personalization is “Hi {FirstName},”"{CompanyName}", or similar, you’re already behind. Relevance today means building systems that anticipate intent and activate real-time context - before your team ever hits send.