Unlock GTM ROI AI Strategies Trendemons GTM Compass for 2025

(00:03)

Welcome to this session with our friends from the AI Marketer Guild community, featuring Avishai Chiron from Trendemon, an exciting company in the go-to-market space. They’ve done terrific research, and I’ve been eager to have them share their insights. I’ll hand the floor over to Avishai shortly. Please feel free to ask questions in the chat during the session. We’ll also have a formal Q&A at the end where you can raise your hand and come off-camera. We value your feedback and are thrilled to have you here today. Avishai, the floor is yours.

(00:44)
Thanks, David! It’s a pleasure to be here, and I’m excited to share our findings. Thank you to the community members for joining. As David mentioned, feel free to ask questions during the session—we’ll address them as we go and leave time at the end for more.

You’ll be the first audience to get an exclusive look at our annual Buyer Journeys research—trends, benchmarks, and key findings. We’ll discuss their implications for GTM strategies in 2025. Since this is the AI Marketers Guild, I’ll also share how we leverage AI to understand and optimize buyer journeys. For those who stick around, we have a special free offer for accessing unique insights, which I’ll explain shortly. Let’s dive in!

(01:16)
A bit about me: I’m the co-founder and CEO of Trendemon, a website experience optimization platform that helps B2B companies convert website visits into revenue. Before this, I ran a marketing agency and dealt with the common challenge of demonstrating GTM ROI and content effectiveness—challenges that inspired the creation of Trendemon.

Trendemon transforms websites from static assets into dynamic, account-based digital experiences at scale. One major challenge in B2B marketing is scaling personalization amidst heavy workloads and limited time. Trendemon solves this by de-anonymizing website traffic (in partnership with 6sense), offering a content attribution engine, and mapping buyer journeys. We reverse-engineer successful journeys to recommend optimal future pathways and automate personalized experiences at scale.

(02:18)
Our data, which informs today’s findings, comes from working with over 150 B2B companies and analyzing millions of buyer journeys. I’ll share insights into trends and benchmarks, focusing on how B2B websites convert visitors, how trends are shifting, and strategies to improve performance using first-party data.

Today’s session is divided into three parts:

1. Key trends and benchmarks for 2024.
2. Winning GTM strategies for 2025 based on these insights.
3. A demo of the GTM Compass tool and details on how to access it.

(03:26)
Persistent Trends
Over the past few years, one trend has been consistent: buyer anonymity. Buyers increasingly prefer to research independently and engage with sellers later in the journey. Research from 6sense and others supports this shift.

From our data, we’ve observed that only 6% of companies visiting websites have an associated known contact—someone who filled out a form. This percentage has decreased since 2023, highlighting the growing difficulty of capturing buyer information early.

(05:27)
Key Challenges and Observations

• The average buying committee size has grown to 15 people, with more stakeholders involved in decisions.
• Buyers spend less time engaging with content, making it harder to capture attention.
• On the seller’s side, we’ve seen an increase in paid media usage (e.g., Google, LinkedIn), driving a 580% increase in traffic. However, this hasn’t translated into higher conversion rates.

Marketers face the dual challenge of breaking through the noise and demonstrating ROI in an increasingly crowded landscape. GTM success in 2025 isn’t about generating more content or traffic—it’s about being strategic and impactful.

(08:33)
Evolving Metrics: From Leads to Accounts
Traditionally, leads were considered the key indicator of GTM success. However, leads are now lagging indicators, as they often appear after buying decisions have been made.

Instead, we recommend focusing on Engaged Qualified Accounts (EQAs)—companies showing clear buying intent by engaging with specific high-value content, such as product or pricing pages. By tracking EQAs, marketers can predict future pipeline success more effectively.

(13:21)
Strategies for 2025

1. Addressing Anonymity:

   • Use account-level de-anonymization tools (e.g., 6sense).
   • Ungate most content to build trust and reduce friction in the buyer’s journey.

2. Supporting Buying Committees:

   • Ensure your content addresses the diverse pain points of different personas within the buying committee.
   • Build persona-based audiences to track engagement and personalize experiences effectively.

3. Capturing Attention:

   • Invest in dynamic, interactive content, including video and short-form media.
   • Use AI to tailor and optimize content journeys at scale.

(16:40)
Introducing the GTM Compass
The GTM Compass is a free tool that provides account-level insights to help B2B companies optimize their go-to-market strategies. It includes:

• De-anonymization of website traffic.
• Analytics on channel and content performance.
• Insights into buyer journeys and intent signals.

This tool enables marketers to assess their current GTM effectiveness and prioritize efforts strategically for 2025.

(17:18)
Let’s dive deeper into what better means for GTM strategies in 2025. The first part focuses on shifting from a traditional lead-based approach to an account-based approach. This shift isn’t just about marketing; it’s about communicating effectively with leadership, sales, and other stakeholders.

Historically, marketing’s role was seen as delivering leads and leaving the rest to sales. That mindset is no longer effective. Marketing, sales, and the entire revenue team need to align on a single view of GTM success. This requires redefining success metrics and creating clarity around priorities, investments, and outcomes.

To provide a framework:

1. Only a small percentage of your total addressable market is actively seeking a solution—often around 5%.
2. By the time buyers engage directly with a vendor, they’ve already conducted the majority of their research and made decisions about whom they’ll work with.

This is why leads are now lagging indicators of GTM success. The moment someone fills out a form or books a demo, they’re typically already far along in their decision-making process.

(20:29)
The focus needs to shift to Engaged Qualified Accounts (EQAs)—accounts that show strong intent through their interactions with high-value website content, such as pricing pages, competitor comparisons, and case studies.

Tracking EQAs allows marketing and sales teams to identify and prioritize accounts earlier in the buying process, improving alignment and decision-making. By redefining metrics and focusing on account-level engagement, you can predict pipeline success more effectively than relying on outdated lead-based models.

(22:38)
Now, let’s break down actionable strategies to tackle key challenges:

1. Addressing Anonymity:

   • Use account-level de-anonymization tools to identify visiting companies without relying on forms or gated content. These tools help answer fundamental questions, such as whether your ICPs are even aware of your offerings.
   • Ungate your content to build trust and reduce barriers. Allow potential buyers to consume as much information as they need without friction.

2. Engaging the Buying Committee:

   • Recognize that different personas within the buying committee have unique pain points. Ensure your content addresses these varied needs throughout their journey.
   • Use tools to build persona-based audiences and track their behavior, even without full account-level de-anonymization.

3. Overcoming Attention Challenges:

   • Invest in video, interactive, and short-form content to grab and maintain attention.
   • Leverage AI to tailor and personalize content journeys at scale, ensuring that buyers receive the right information at the right time.

(26:11)
AI plays a critical role in addressing these challenges. It enables marketers to:

1. Repurpose Content: Tailor existing materials to specific personas and industries efficiently.
2. Uncover Intent: Analyze buyer interactions with content to identify intent signals and interests.

For example, AI can help predict the next best content to serve a visitor based on their journey, reducing guesswork and improving engagement.

(29:16)
Questions came in regarding de-anonymization accuracy and effectiveness. Generally, tools like 6sense offer about 60–70% coverage in identifying account-level data, depending on geography, company size, and other factors. While not perfect, these tools provide significant visibility into ICP engagement and allow you to take actionable steps based on that data.

A related question asked whether personalization should extend to individuals. The answer depends on your goals. Account-level personalization is usually sufficient for B2B scenarios, but excessive focus on individuals can feel intrusive and harm trust. The key is to balance personalization with respect for the buyer’s journey.

(32:50)
When implementing these strategies, leadership must align on long-term goals rather than chasing short-term wins like lead volume. Marketers should focus on removing barriers and enabling buyers to self-educate and make informed decisions. This approach builds trust, which ultimately leads to stronger relationships and higher-quality opportunities.

(34:24)
Let’s address three major challenges in detail:

1. Anonymity: Use de-anonymization tools to identify visiting accounts and answer foundational questions, such as whether your ICP is aware of you. Even basic de-anonymization can provide valuable insights.
2. Buying Committees: Ensure your content speaks to diverse personas and pain points. Build persona-based audiences to refine messaging and engagement strategies.
3. Attention Spans: Use engaging formats like video and short-form content. Be clear and aggressive in recommending helpful resources without creating unnecessary friction.

(41:07)
AI also offers an opportunity to transform how we analyze and personalize buyer journeys. By leveraging AI to listen and understand buyer behavior, you can tailor content and experiences more effectively. This ensures that your messaging resonates with buyers and supports their decision-making process.

(42:14)
Free Offer: GTM Compass
We’re offering the GTM Compass tool free to the AI Marketer Guild community. This tool provides actionable insights into account-level engagement, content performance, and buyer journeys. It’s easy to set up and helps you build a data-driven foundation for your GTM strategy.

(48:06)
Demo: GTM Compass in Action
The GTM Compass integrates easily with Google Tag Manager, CRMs, and marketing automation tools. It provides:

• Insights into visiting accounts, segmented by industry, stage, and behavior.
• Content performance metrics tied to pipeline impact.
• Recommendations for optimizing buyer journeys and serving relevant content.

For advanced needs, Trendemon’s platform offers activation tools to personalize website experiences in real-time, ensuring optimal buyer engagement.

Closing Thoughts (53:20)
GTM success in 2025 requires a shift from volume-driven metrics to quality-driven strategies. By focusing on EQAs, leveraging AI, and optimizing for buyer intent, marketers can cut through the noise and drive impactful results.

To learn more or access the GTM Compass, visit Trendemon or reach out to our team. Thank you for joining, and we look forward to helping you achieve GTM success in 2025!