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GTM in The Age of AI: The Top 10 Learnings from ICONIQ’s 2025 B2B SaaS Report

SaaStr

ICONIQ’s latest report, surveying 205 GTM executives in April 2025 , reveals a market splitting in two: AI-forward companies pulling dramatically ahead while traditional SaaS companies struggle with flat growth, longer sales cycles, and declining conversion rates.

GTM 73
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How B2B marketing is becoming a strategic growth driver

Martech

Marketing is no longer a support function but a strategic growth driver, influencing everything from brand to demand. From sales support to strategic business driver Historically, B2B tech marketing played a critical support role, primarily focused on lead generation, sales enablement and event execution. Processing.

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Optimizing LLMs for B2B SEO: An overview

Martech

Along with optimizing for a primary keyword, like lead generation software, include synonyms and variants like Automated lead management tools and B2B marketing platforms. For example, a cybersecurity firm can enhance blogs with: Infographics summarizing 5 types of cyberattacks businesses should watch for in 2025.

B2B 112
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6 B2B paid media platforms where you can advertise effectively

Martech

The key is strategic targeting. Dig deeper: 2025 predictions for top B2B paid media channels 2. Beyond brand awareness, LinkedIn is highly effective for lead generation and conversions: Lead generation ads : Capture contact information directly in the feed. Can you capture leads on Reddit?

B2B 86
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The Definitive 2025 Guide to Sales Metrics & KPIs That Drive Revenue

RingDNA

More successful reps might be more strategic about when they dial prospects. Whether you have a dedicated team tasked with inbound lead response, or blended reps that handle outbound and inbound sales, tracking the right sales metrics and KPIs can help managers assure that reps are following up with leads fast enough.

Quota 62
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ABM isn’t the B2B salvation we were promised

Martech

Scott Brinker and Frans Riemersma’s just-released 2025 Martech Landscape shows an overall +9% increase in martech solutions since 2024, but ABM technology reports the largest subcategory decline, falling -10% in the year. ” But marketers are still too focused on the technology without doing the strategic work upfront.

B2B 96
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B2B sales enablement: How to elevate your approach

Highspot

Ongoing sales rep training and coaching and analysis and adjustment of content provided to and plays executed by sellers lead to B2B sales improvements. Ultimately, B2B sales enablement empowers sales reps to execute strategic initiatives, measure their impact, and continuously improve performance based on sales data and insights.

B2B 52