The GTM Strategist’s Guide To Segmentation In 2026
GTM leaders in 2026 operate in an increasingly dynamic environment where buyers shift channels, accelerate independent research, and make purchasing decisions based on real-time data signals rather than traditional linear journeys. As buying behavior becomes more complex, legacy segmentation approaches struggle to keep pace. Traditional segmentation models that rely on static categories no longer match […]
How To Scale ABM Campaigns With AI-Powered Buyer Signals
Account-based marketing promises precision, relevance, and higher conversion, but scaling ABM campaigns remains a persistent challenge for many GTM teams. Static account lists, manual targeting, and delayed signals often limit impact just as programs begin to show momentum. AI-powered buyer signals are changing that equation. By combining buyer intent data, technographics, spend intelligence, and predictive […]
4 RevOps Plays That Streamline GTM Execution
Modern go-to-market execution depends on speed, precision, and alignment across teams. Revenue Operations sits at the center of this effort, aligning people, processes, and data across sales, marketing, and customer-facing teams to provide consistent execution. Without RevOps leadership, GTM motions often fracture, driven by disconnected signals, siloed data sources, and inconsistent workflows that slow growth […]
Buyers Don’t Trust Vendors, And They’re Right
Why CMOs Must Rebuild Trust Before They Can Rebuild Pipeline If you’ve been running B2B marketing over the last few years, you’ve felt it: the pipeline isn’t slowing because your channels got weaker. It’s slowing because your buyers stopped believing the people selling to them. The emails, the outbound, the ads, none of it lands […]
The Funnel Isn’t Broken, It’s Obsolete
Why CMOs Must Rebuild Demand Gen Around In-Market Buyers If you’ve been running a B2B demand engine recently, you’ve felt it: the traditional funnel isn’t producing a reliable pipeline anymore. Email engagement has eroded. Outbound feels like shouting into a void. What used to take 8–10 touches now takes 12–14 and still doesn’t move the […]
5 ABM Platforms to Drive Your Strategy in 2026
Account-Based Marketing (ABM) platforms continue to be a sought-after solution in SaaS and B2B marketing. And for good reason. You need to get in front of decision makers — people at high-value accounts who can pull the trigger on your (probably expensive) product — but decision makers are hard to reach. That’s where ABM platforms […]
Altitude Over Speed: How CMOs Are Rewriting Their AI Flight Plans
Just a few blocks away from Dreamforce, HG Insights transformed El Dorado Latin Fusion into a private runway for its second CMO Huddles panel, “First-Class CMOs: Staying on Course in the Age of AI.” It wasn’t a massive crowd, and that was intentional. Between lively conversations and Latin-fusion appetizers, CMOs from CultureAmp, Wrike, and HG […]
The New Divide: Why the Future of GTM Belongs to Companies That Master Data + AI
At OpsStars 2025, HG Insights’ Francis Brero and Avalara’s Mike Marek showcased a new reality for go-to-market leaders: AI isn’t evening the playing field — it’s widening the gap between those who operationalize it and those still experimenting on the sidelines. The companies mastering data-driven automation today aren’t just becoming more efficient. They’re redefining execution […]
HG Insights Joins Bombora’s Curated Ecosystem Audiences as Founding Data Partner
I have been a marketer for many years and, like many other marketing leaders, recognize that we don’t just need data to have a business impact. We need data that leads to creating opportunities, closed deals, and revenue growth. I get bombarded with info about tools that allow me to track signals, clicks, and intent […]
From Boomers to Zoomers: Gen Z Enters the Software Buying Process
Several years ago, we reported on the rise of the millennial software buyer and how their preferences differed from previous generations. Now it’s Gen Z’s turn. While millennials still make up the majority of software buyers (55%), Gen Z is making its presence known. And in 2025, for the first time, Gen Z buyers (born […]