BSMS96 - Signal-Based Marketing and the End of Broad ABM

About this episode

The episode discusses the transition from account-based marketing to signal-based selling in B2B growth strategies.

Is signal-based selling really the next step in B2B growth, or are most teams still just getting better at managing noise? Sales and marketing teams have more data than ever. They can see site visits, account activity, intent signals, and engagement across a growing stack of tools. But that still leaves a basic problem unsolved: who is actually in-market, what signal matters, and what should your team do next? In this episode of B2B SaaS Marketing Snacks, Stijn Hendrikse sits down with serial entrepreneur and B2B martech builder Mani Iyer to unpack the shift from account-based marketing to person-based, signal-driven selling. They talk through why older ABM approaches often fall short, what changed in the data layer, and how go-to-market teams can turn scattered signals into something sales can actually use. You’ll hear how to think about first-party and offsite intent, why human review still matters in AI-assisted outreach, and why high-signal communities like Reddit, Slack, and WhatsApp can still tell you more than a polished dashboard. By the end, you’ll have a clearer view of what signal is worth acting on, what noise to ignore, and how to build a sharper GTM motion around…

People in this episode

Host: Stijn Hendrikse

Guest: Mani Iyer

Topics covered

• signal-based marketing
• B2B growth
• account-based marketing
• data-driven selling
• buyer behavior
• intent signals

Keywords

• signal-based selling
• B2B marketing
• intent signals
• data management
• go-to-market strategy
• buyer behavior

Mentioned in this episode

Organizations: Reddit, Slack, WhatsApp

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