Ever feel like your precisely targeted B2B campaigns get lost in the flood of “same-sounding” content, even though you’re using every AI and automation tool at your disposal? If your LinkedIn engagement, email open rates, or overall GTM effectiveness are sinking, you can fix it.
That was the core focus of our recent 42DM webinar, “ABM + Thought Leadership Combo: The New GTM Model?”, where our expert hosts led the conversation:
- Kate Vasylenko, CEO & Co-Founder at 42DM
- Zuzanna Makowska, Thought Leadership Specialist at 42DM
- Robert de Gannes, Business Development Executive at 42DM
Together, Kate and Zuzanna delivered a reality check for today’s digital marketers, plus a step-by-step, proven framework for cutting through content sameness and reclaiming your pipeline with the combined power of ABM and authentic thought leadership.
TLDR
- AI-driven sameness is killing campaign results. We’re facing a trust crisis that makes even perfectly targeted campaigns easy to ignore.
- Buyers filter out the noise. Email open rates are down, and most decision-makers now distrust generic, AI-generated outreach.
- Trust wins pipeline. Thought leadership + ABM cut through the filters, getting the right message to people who trust (and buy from) real experts.
- Adaptive, role-based storytelling is key. The new winning GTM model targets evolving pain signals, assigns the right company voice (CTO to CTO, CMO to CMO), and adapts delivery across channels—building relevance, trust, and qualified pipeline.
- Real results. This approach helped one cybersecurity SaaS company lower cost per opportunity by 36% and unlock new meetings with C-level buyers in just six months.
Crisis or opportunity? Why traditional GTM tactics no longer cut it
In 2025, the B2B landscape is noisier (and more repetitive) than ever. AI-generated content floods every channel; outreach is increasingly automated and emotionless.
- 72–85% of marketers now use AI for content creation.
- 65% say their campaigns are “too similar” to competitors.
- Buyers are overwhelmed, skeptical, and rapidly filtering out anything that even hints at “templated.”
As a result - Email open rates have dropped 38%.
- LinkedIn response rates are down 27%.
- 60% of buyers distrust AI-generated content.
If your campaigns are falling flat, your buyers have changed what they trust and how they pay attention.
The big insight: Most GTM programs fail on two Fronts
- Thought leadership alone = vanity metrics.
Even brilliant content will miss pipeline goals if it’s not built around the real buyer journey or surfaced to true decision-makers. - ABM alone = expensive noise.
You can have the perfect Target Account List (TAL) and ad targeting, but unless those buyers see credible, human-centric expertise, your cost per opportunity will keep rising.
In today’s “filter it out” B2B world, buying decisions start and end with trust. And trust is built by real people—executives, practitioners, and experts—who share relevant perspectives at precisely the right moments.
Why ABM + thought leadership is the power move
1. Responds to the “AI sameness” crisis
When 80%+ of competing tech brands use the same AI/automation stack for content, everything blurs together. Executives, especially in complex verticals like cybersecurity, fintech, SaaS, have become experts at tuning out sameness.
What works: Executives and teams who deploy authentic, original thought leadership, delivered in their real voices and aimed surgically at accounts where trust-building matters.
2. Unlocks “invisible” buying committees
ABM, when paired with thought leadership, maps pains and surfaces the right expertise to the right people at the right time, all while mirroring the buying journey across platforms: LinkedIn, email, personalized web journeys, and more.
Explore best practices of ABM marketing campaigns.
3. Moves deals, not vanity metrics
- 54% of C-level execs consume 1+ hour of thought leadership every day.
- 58% credit real new business to it—if it comes from “people like me,” not brands or bots.
- When ABM and thought leadership connect (CTO speaks to CTO, CMO to CMO, and so on), pipeline grows, fast.
4. Multichannel, adaptive, results-first
The winning model adapts dynamically:
- Awareness through POV posts and videos that start conversations (not sales pitches)
- Middle-funnel resources like webinars, frameworks, or whitepapers for those showing real buying intent
- Decision-stage enablement—ROI tools, demo offers, or references—from the most credible voices
Key learnings from the webinar
The pipeline problem
Today’s buyers no longer respond to outreach that feels like spam or carries a generic message. They quickly tune out communications from brand accounts or anonymous marketers, looking instead for offers with clear, directly relevant expertise tailored to their situation.
The new trust equation
Trust comes from consistent, human relevance across every channel. The most effective go-to-market strategies feature multiple faces, such as C-suite leaders, technical experts, and respected external influencers, who each reflect the immediate concerns and perspectives of your target buyers.
Trust = Human Relevance × Consistency Across Channels
Building your target account list (TAL)
Identify top accounts by tracking active pain signals, following hiring patterns, studying tech stack adoption, and analyzing engagement behavior. This focused approach ensures you reach companies that want your solution right now.
Content & social selling best practices
For connection strategy, start by researching your audience and actively engaging with their content in the comments. Focus on nurturing genuine relationships first, instead of immediately asking for meetings.
When building your content structure, open with a bold hook or highlight a key tension in the first two lines to grab attention. Make sure you deliver real value by telling authentic stories, sharing actionable frameworks, and providing unique insights. Always close your message with a clear call to action, such as inviting comments or offering a helpful resource.
Some format tips:
- Carousels (8–12 slides) break down frameworks.
- Videos (30–90 seconds) keep authenticity high.
- Text + images deliver 11.5% more engagement.
Thought leadership “committee” in action
Don’t lean on just one champion to represent your expertise. Assign every message to the right spokesperson—have your CTO connect with engineers and your CEO engage executive peers. Blend insights from company leaders with perspectives from trusted external influencers to create a more credible voice. Rotate who leads thought leadership based on your objectives, whether that means framing a new problem, strengthening credibility, offering a behind-the-scenes view, or sharing your industry vision.
Set up an adaptive delivery engine
Drive your GTM with an adaptive engine:
- Establish credibility with your audience
- Signal buying intent through engaging content
- Move to real conversations
- Personalize enablement and follow-up to each opportunity
- Convert built trust directly into revenue
Is This Model Right for You?
Ask Yourself:
- Are your deals high-value, complex, and involve multi-person buying committees?
- Does your market require deep trust before opening doors?
- Are you seeing longer sales cycles, fewer demos booked, or more “silent” losses to competitors?
- Is your current GTM noisy but not moving the pipeline?
If the answer is yes, combining ABM and thought leadership is definitely worth exploring.
Frequently Asked Questions
