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

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 real buyer behavior. In this podcast, you'll learn:Critical topics in this episodeWhy ABM stopped being enoughWhere person-level signal changes the gameHow teams rank and act on signalsWhy human review still mattersWhat Reddit and communities revealWhere AI agents may take this nextBy the end, you’ll have a clearer view of what signal-based selling really means, where it works, and how to use it without adding more noise to your go-to-market motion.