The Rules of Multithreading:

A practical framework for connecting ABM & demand generation

Who is this for?

Demand generation directors, ABM leads, and senior marketing leaders running campaigns in complex B2B buying cycles.

What you'll walk away with:

Four activations that make multithreading operational without increasing budget, headcount, or tech stack.

What you'll be able to deliver:

  • A prioritized account list built from real intent signals, not assumed fit

  • Stage-appropriate content strategies for each key persona in the buying committee

  • Intent-built campaigns activated across the channels where your buyers actually are

  • Shared account intelligence that aligns marketing and sales from the first touchpoint

What's inside

Unique insight from 500+ marketing leaders across the US and UK.

Evidence-based results

Most ABM programs stall because the target account list is treated as the destination, not the starting point. 

Most demand gen programs miss the buying committee entirely.

This guide connects both into one intelligence-led approach. 

According to Gartner's survey of 632 B2B buyers, buying groups that reach consensus are 2.5x more likely to report a high-quality deal outcome.

Teams that engage three or more buying committee roles see 2–3x higher deal velocity versus single-threaded accounts.

The framework in this guide is built to produce both.

And it's yours for the taking. 

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See how we embed buyer intelligence throughout our campaigns.

2.6 x

Higher pipeline generated

vs peers average
2.1 x

Long-term ROI

LTA ROAS
25 %

More efficient CPO

vs peers average