Seam AI

Excited to announce, Seam AI has been acquired by Clarify! Together, we're launching Clarify Signals later this year. Join the waitlist: clarify.ai/signals We built Seam on one belief: no single data point tells you a company is ready to buy. Funding rounds. Champion movement. Hiring surges. Website engagement. Our agents read them all to answer the only question that matters: who's in market right now? But market intelligence is most powerful next to customer context. The relationships, conversations, and pipeline that live in the CRM. Seam had the market intelligence. Clarify had the customer intelligence. Now we're combining them. Signals alone are noise. Inside Clarify, they become understanding. Same mission. Bigger team. Let's go! 🌱

Bombora Company Surge® Intent data is available in Seam! When you're deciding which accounts to prioritize, the data behind that decision matters. Most teams have tried intent data and written it off, usually because nobody explained how it actually works. Bombora builds a 12-week research baseline per company and only surfaces accounts where activity spiked meaningfully above normal. It filters out the noise. What's left is a list of accounts that are actually in-market. That signal now feeds directly into Seam's account prioritization and buying stages, so your sales and marketing teams are working the same list, focused on the accounts showing real buying behavior.

Hot take: the best way to learn about a tool isn't a vendor demo. It's watching someone who actually uses it show you what it does. On May 14, Demand Collective is running a demo day where real customers demo the tools, not the sales team. 5 minutes, straight to the product, then Q&A. Lindsey Henderson runs demand gen at Centaur and she's a Seam customer (ex-6sense user, ask her why she switched 😜). Same seat as you. She's not selling it, she's using it. If you're in demand gen or ABM, worth 5 minutes of your morning. Recording goes to every registrant. Starts at 10AM PST and Seam AI's demo goes live at 10:25. Oh and don't forget to grab your spot - link in the comments!

For today's 🔆 Demand Spotlight 🔆 series, meet Vikash Koushik 🦊 Vikash has 12+ years of experience in B2B marketing, where he currently leads demand generation at Docket. You're in for a good read! 𝗪𝗵𝗮𝘁 𝗱𝗼 𝗺𝗼𝘀𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝗺𝗶𝘀𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗮𝗯𝗼𝘂𝘁 𝗺𝗼𝗱𝗲𝗿𝗻 𝗕𝟮𝗕 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴? That it's a channel problem. Teams spend months debating LinkedIn vs. Google vs. events. They A/B test ad formats and button colors. Then they wonder why pipeline isn't moving. The actual problem is almost always upstream: unclear ICP, weak positioning, a product narrative that doesn't match what buyers are actually worried about right now. The insight that drives the most pipeline movement usually comes from talking to sales, reading deal notes, or paying attention to why customers switched from a competitor. That's a research problem, not a channel problem. Once you have the right message, the channel is just distribution. Most teams optimize distribution and ignore the message. 𝗛𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝗱𝗲𝗰𝗶𝗱𝗲 𝘄𝗵𝗲𝗻 𝘁𝗼 𝗱𝗼𝘂𝗯𝗹𝗲 𝗱𝗼𝘄𝗻 𝘃𝘀. 𝗸𝗶𝗹𝗹 𝗮 𝗽𝗿𝗼𝗴𝗿𝗮𝗺? Two filters: conversion evidence and fix-ability. If a program has no conversions over a reasonable window, I ask one question: is there a specific, fixable reason? If yes, fix it and set a deadline. If no, kill it. The mistake I see most often is teams keeping failing programs alive because someone fought hard to launch them. Sunk cost runs deep in marketing orgs. The political cost of killing a program feels higher than the financial cost of keeping it running, so it stays on life support. When something is working, the question is: what's the ceiling, and are we actually pushing toward it? If there's headroom and a clear mechanism to capture it, that's where budget should go. 𝗪𝗵𝗮𝘁’𝘀 𝘁𝗵𝗲 𝗺𝗼𝘀𝘁 𝘂𝗻𝗱𝗲𝗿𝗿𝗮𝘁𝗲𝗱 𝘀𝗸𝗶𝗹𝗹 𝗳𝗼𝗿 𝗵𝗶𝗴𝗵-𝗽𝗲𝗿𝗳𝗼𝗿𝗺𝗶𝗻𝗴 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝘁𝗼𝗱𝗮𝘆? Reading a deal. Most marketers never look at CRM notes, call recordings, or win/loss data. They build campaigns based on ICP documents and persona decks that were written once and never updated. Meanwhile, sales is having completely different conversations with buyers than marketing thinks they're having. The marketers who consistently drive pipeline are the ones who know what objections came up in last week's deals, why the last three losses happened, and what language buyers actually use to describe their problem. That's not a data skill or a creative skill. It's a listening skill applied to the right sources. It compounds fast. Once you understand what's actually happening in deals, every campaign decision gets sharper: messaging, targeting, timing. Everything downstream improves. (continued in comments!)

Aaaaand we're back with our 🔆 Demand Spotlight 🔆 series! Meet Meghan Reynolds - With 20+ years of experience in social, digital, and growth marketing, Meghan has built her career across some of the most recognizable brands in the world, including Adidas, Amazon, Ōura, and now Eight Sleep. 𝗛𝗼𝘄 𝗱𝗶𝗱 𝘆𝗼𝘂 𝗴𝗲𝘁 𝗶𝗻𝘁𝗼 𝗔𝗕𝗠 / 𝗗𝗲𝗺𝗮𝗻𝗱 𝗚𝗲𝗻 / 𝗚𝗿𝗼𝘄𝘁𝗵? Honestly, I fell into it! I was running social and digital for brands during the early days of Meta and Google becoming serious performance channels, and I had a front-row seat to what happened when you connected those channels to real measurement. I saw that when you tied a digital campaign to a result we could all track, budget conversations completely changed; we weren't asking for small amounts of media money anymore, I was making a business case for how to reallocate budget from TV to social. Amazon is really where that instinct got sharpened into a discipline: I learned to connect every initiative to metrics that could scale, whether that was acquisition, awareness lift, or LTV, and to speak the language of finance and exec stakeholders, not just marketing. That fluency between creative ambition and commercial outcomes is what drew me deeper into growth, and what drives me today. 𝗛𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝗱𝗲𝗰𝗶𝗱𝗲 𝘄𝗵𝗲𝗻 𝘁𝗼 𝗱𝗼𝘂𝗯𝗹𝗲 𝗱𝗼𝘄𝗻 𝘃𝘀. 𝗸𝗶𝗹𝗹 𝗮 𝗽𝗿𝗼𝗴𝗿𝗮𝗺? I look past surface metrics and ask whether the signal is real, i.e., is the data pointing to a structural problem, or just short term noise? At a previous company, early FSA/HSA conversion data looked underwhelming until I (and my team!) dug deeper and found that those customers were actually more incremental with fewer touchpoints and faster conversion. Armed with that data, we proposed media plans to double down and embedded the messaging across the entire paid channel mix. Conversely, I kill programs when they are unable to scale or not incremental. I'd rather redeploy that budget where we have compounding returns. The decision always comes back to: what does this unlock, and is there a path to scale? 𝗛𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝘀𝗲𝗲 𝗔𝗜 𝗰𝗵𝗮𝗻𝗴𝗶𝗻𝗴 𝗵𝗼𝘄 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝘄𝗼𝗿𝗸 𝗼𝘃𝗲𝗿 𝘁𝗵𝗲 𝗻𝗲𝘅𝘁 𝘆𝗲𝗮𝗿? AI is already collapsing the distance between insight and action. What used to take a week of analysis, we can now surface in hours, which means marketers who know how to ask the right questions will have a serious advantage over those who just know how to pull reports. I've been using AI integration across paid platforms to increase efficiency while keeping our creative strategy human-led, with AI resizing and creating templates for testing. The bigger shift I see for AI is how it can enable smaller teams - they will need less executors and more people who can interpret signals, set strategy, and know when to override the machine. The marketers who thrive will be the ones who treat AI as a force multiplier on judgment, not a replacement for it. (continued in comments!)

Seam AI 🤝 Obsidian Security

Next up for our 🔆 Demand Spotlight 🔆 series (drum roll please 🥁) Meet Allie Smith! Allie has 6+ years of experience in growth and content marketing. She started at Demodesk and is now crushing it as the Head of Demand Generation at Sequel.io. 𝗛𝗼𝘄 𝗱𝗶𝗱 𝘆𝗼𝘂 𝗴𝗲𝘁 𝗶𝗻𝘁𝗼 𝗱𝗲𝗺𝗮𝗻𝗱? I started my career in content, which sits at the heart of demand generation. Early on, I focused on building content that didn’t just drive traffic, but actually educated buyers, moved them through the funnel, and generated real pipeline and revenue. At the same time, I worked closely with sales to create enablement content that helped accelerate deals and shorten sales cycles. A huge part of that journey was running and scaling webinars, which naturally led me to Sequel. At Sequel, I’ve been able to expand that foundation into a full-funnel demand motion; experimenting across channels like LinkedIn, thought leadership ads, ABM, field events, and partnerships—while working hand-in-hand with our SDR team. Hitting and exceeding our goals quarter over quarter through that collaboration has been one of the most rewarding parts of my role. 𝗪𝗵𝗮𝘁 𝗱𝗼 𝗺𝗼𝘀𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝗺𝗶𝘀𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗮𝗯𝗼𝘂𝘁 𝗺𝗼𝗱𝗲𝗿𝗻 𝗕𝟮𝗕 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴? There are a lot of misconceptions, but two stand out. First is the idea that SEO and AEO are separate strategies. They’re not. AEO is essentially an evolution of search—AI engines are helping users find answers in a different way, but the foundations of great content, structure, and relevance still matter. It’s like squares and rectangles: related, just applied differently. Staying ahead of this shift is critical as LLMs evolve at an incredible pace. Second, many B2B companies still forget that they’re selling to humans. For years, we’ve said B2B needs to learn from B2C. Things have improved, but too many brands are still marketing to “companies” instead of the people making decisions. The best modern marketing puts real humans at the center—understanding their fears, goals, and incentives, not just their job titles. 𝗛𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝘀𝗲𝗲 𝗔𝗜 𝗰𝗵𝗮𝗻𝗴𝗶𝗻𝗴 𝗵𝗼𝘄 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝘄𝗼𝗿𝗸 𝗼𝘃𝗲𝗿 𝘁𝗵𝗲 𝗻𝗲𝘅𝘁 𝘆𝗲𝗮𝗿? AI is evolving incredibly fast. We’ve already moved from simple, transactional interactions with LLMs to trusting agents to complete real tasks. The next step is AI supporting entire workflows—helping execute, prioritize, and flag when human input is needed. These systems will still be designed by people, which is critical. We’ll build in checkpoints for context, creativity, and quality control—whether that’s for content, operations, or analytics. Right now, there’s still a gap in connecting ideas, workflows, and execution into consistently high-quality output. Over the next year, I think we’ll see major progress there—and marketers who learn to orchestrate AI rather than just “use it” will have a huge advantage. (continued in comments!)

I made the switch. I stepped back into this role hyped to fire up 6sense again. I’d used it before, had the whole playbook ready to go, and thought I’d come in crushing it. But yeah... that didn't happen. Instead, the product felt super fragmented. It was just a lot of noise, and honestly, the team wasn't even seeing the signals. It felt like we were paying for a legacy foundation that just stopped evolving. I finally hit a point where I was like, "I can't use this, but I don’t want nothing." I didn't need anything overly robust, but I also didn't want a small tool that only does pieces of intent. So, I reached out to my network and found Seam AI. The team behind them is super smart and I really think they’re onto something big. I did a customer story on how we’re using it at Centaur.ai. I’m just a fan and happy to see someone finally getting it right! https://lnkd.in/e8xijBz3

We're excited to be kicking off our LinkedIn series called 🔆 Demand Spotlight 🔆 Meet our first 🔆 Demand Spotlight 🔆 — Giano Fiore 💜! 8 years in sales & marketing, founding marketer at Nooks, and the person behind scaling their community to the success it is today. 𝗛𝗼𝘄 𝗱𝗶𝗱 𝘆𝗼𝘂 𝗴𝗲𝘁 𝗶𝗻𝘁𝗼 𝗚𝗿𝗼𝘄𝘁𝗵 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴? I was a Business Marketing Major but chose to go into Sales, so I did freelance marketing projects while creating content to promote myself as a seller. Eventually, I built up a marketing portfolio and met the Founders of Nooks who brought me on as their Founding Growth Lead. 𝗪𝗵𝗮𝘁 𝗱𝗼 𝗺𝗼𝘀𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝗺𝗶𝘀𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗮𝗯𝗼𝘂𝘁 𝗺𝗼𝗱𝗲𝗿𝗻 𝗕𝟮𝗕 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴? I think that AI can help automate so many things and will make us more productive, but at the end of it all, the prospect resonates more if it feels like a human was behind the messaging. Creative work in marketing will always win if it’s created by a human that’s actually connected to the audience. 𝗪𝗵𝗮𝘁 𝘀𝗶𝗴𝗻𝗮𝗹 𝗼𝗿 𝗺𝗲𝘁𝗿𝗶𝗰 𝗱𝗼 𝘆𝗼𝘂 𝘁𝗿𝘂𝘀𝘁 𝗺𝗼𝘀𝘁 𝘄𝗵𝗲𝗻 𝗱𝗲𝗰𝗶𝗱𝗶𝗻𝗴 𝘄𝗵𝗲𝗿𝗲 𝘁𝗼 𝗳𝗼𝗰𝘂𝘀? I always trust the voice of the customer and where they’re saying they’ve heard about us. We do this through our self attribution forms and customer surveys. It’s important to trust the data but verify with the anecdotes. 𝗪𝗵𝗮𝘁’𝘀 𝗼𝗻𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗽𝗹𝗮𝘆 𝘁𝗵𝗮𝘁’𝘀 𝘄𝗼𝗿𝗸𝗶𝗻𝗴 𝗲𝘀𝗽𝗲𝗰𝗶𝗮𝗹𝗹𝘆 𝘄𝗲𝗹𝗹 𝗳𝗼𝗿 𝘆𝗼𝘂 𝗿𝗶𝗴𝗵𝘁 𝗻𝗼𝘄? We’ve always bet big on organic LinkedIn with user generated content. We do this with user awards, creative challenges and other methods that get our users engaged and mentioning us on LinkedIn. 𝗪𝗵𝗮𝘁’𝘀 𝗮 𝗰𝗮𝗺𝗽𝗮𝗶𝗴𝗻, 𝗰𝗵𝗮𝗻𝗻𝗲𝗹, 𝗼𝗿 𝘁𝗮𝗰𝘁𝗶𝗰 𝘆𝗼𝘂 𝘀𝘁𝗼𝗽𝗽𝗲𝗱 𝗱𝗼𝗶𝗻𝗴 𝘁𝗵𝗮𝘁 𝗶𝗺𝗽𝗿𝗼𝘃𝗲𝗱 𝗿𝗲𝘀𝘂𝗹𝘁𝘀? We used to do a user campaign that highlighted users that were using our product the most. We shifted to the highlight who was getting the best results from our product, it made a huge difference and doubled each quarter 𝗛𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝗱𝗲𝗰𝗶𝗱𝗲 𝘄𝗵𝗲𝗻 𝘁𝗼 𝗱𝗼𝘂𝗯𝗹𝗲 𝗱𝗼𝘄𝗻 𝘃𝘀. 𝗸𝗶𝗹𝗹 𝗮 𝗽𝗿𝗼𝗴𝗿𝗮𝗺? We typically look at month-over-month engagement and impressions to decide to keep growing. It seems like the ideas with the most conviction typically get the most momentum cause the team will push harder on them and then if the data backs up the conviction, it will turn into a repeatable program. 𝗛𝗼𝘄 𝗱𝗼 𝘆𝗼𝘂 𝗯𝗮𝗹𝗮𝗻𝗰𝗲 𝘀𝗰𝗮𝗹𝗲 𝘃𝘀. 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹𝗶𝘇𝗮𝘁𝗶𝗼𝗻 𝗶𝗻 𝘆𝗼𝘂𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴? I was a Founding Marketer and was a one person team with a very low budget for over a year, so I had to lean towards personalization and even one-to-one outreach to accomplish my goals. Since that worked so well for me, that’s usually my default. Scale can come later with increased brand recognition. (continued in comments!)