Chris Baird

GTM engineering is the fastest-growing role in B2B. The job? Wire together the systems that connect data to outreach to revenue. The part that determines whether any of it works is the enrichment layer. It feeds scoring, routing, personalization, and segmentation. When it's solid, everything downstream works. When it's not, emails bounce, leads get misrouted, and reps stop trusting the system. We wrote a guide covering how to evaluate enrichment APIs, when waterfall enrichment is worth the complexity, and the mistakes that break pipelines. https://lnkd.in/gzSvvy7b #GTMEngineering #DataEnrichment #B2BSales #RevOps #SalesOps

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Stop chasing MQLs. If you only market to in-market buyers, you’re too late. Findings from 6sense's 2025 B2B Buyer Experience Report show buyers today don't behave the way most companies still market to them: - Only 5% of your market is actively buying at any given time. - Buyers don’t talk to sellers until they’re 2/3 through their journey. - Buyers initiate contact over 80% of the time. - Most buyers deliberately ignore unsolicited outreach until they're ready. And they typically do it only after they’ve defined requirements and ranked their shortlist. The vendor contacted first wins roughly 80% of the time. Meaning: buyers already have a favorite in mind long before your funnel ever sees them. They are not blank slates. They already know who feels credible, familiar, or trusted. That’s why CMOs need to stop focusing only on lead capture. Focus instead on nurturing the 95% who aren’t buying yet so you’re the default choice when they are. This requires a different kind of marketing approach that changes: from generation → to recognition from lead volume → to market preference from campaigns → to category value and POV from quarterly MQL targets → to longer-term share of mind It’s a fundamental mindset and resource shift. But it’s exactly how today’s B2B brands actually grow. Read the full report here: https://lnkd.in/eVvamnED #B2BMarketing #DemandGen #GTMStrategy #CMO #MarketingInnovation

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GTM Intelligence Evolved: AI That Answers Your Toughest Questions. You have endless data, but do you have clarity? Many traditional tools present raw activity without the context or actionable insights needed to truly understand performance and drive improvement. Lumopath is AI-driven from the ground up, built specifically for sales and post-sales teams. We go beyond basic metrics to provide proactive coaching and actionable suggestions, revealing exactly what drives NRR, what creates bottlenecks, and how to elevate overall team performance. This is Automated Work Intelligence. Discover the next generation of GTM intelligence. #AutomatedWorkIntelligence #AIDriven #GTMInsights #SalesPerformance #PostSalesSuccess

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🔥 Lead Gen Budgets Are Under the Microscope 💰 More budget scrutiny. Higher expectations. In Q2, marketing leaders aren't just asked for leads—they need to prove revenue impact. MQLs alone won't cut it. The real question: How much pipeline are you driving? 👉 If your budget was cut tomorrow, how would you prove your demand gen is working? Drop your thoughts! 👇 #B2BMarketing #DemandGen #MarketingROI

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This chart is one page from our new guide on SEO, AEO, and GEO for dealerships, and it captures a major shift in how shoppers find dealers today. Dealers don’t just need to rank. They need to be understood, cited, and recommended. SEO lays the groundwork. AEO helps AI pull accurate answers. GEO influences whether AI tools trust your dealership enough to surface it in buying conversations. 📘 Download the guide to prepare your dealership for AI-driven search in 2026 and beyond. https://lnkd.in/e2qfKSwp

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