Ray Business Technologies (A CMMI Level 3 Company) buying intent

Most B2B pipelines don’t fail due to 𝗹𝗮𝗰𝗸 𝗼𝗳 𝗮𝗰𝘁𝗶𝘃𝗶𝘁𝘆—they fail due to 𝗹𝗮𝗰𝗸 𝗼𝗳 𝗿𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲. Saw a simple roadside example that explains ABM better than most playbooks. A coconut seller doesn’t overcomplicate. Market price: ₹70–₹80 His board: “𝗢𝘂𝗿 𝗽𝗿𝗶𝗰𝗲 ₹𝟱𝟱” No pitch. No storytelling. Just 𝗰𝗹𝗲𝗮𝗿 𝘃𝗮𝗹𝘂𝗲 𝗮𝘁 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗺𝗼𝗺𝗲𝗻𝘁. Now compare that to how most B2B teams operate 𝗪𝗵𝗮𝘁’𝘀 𝗯𝗿𝗼𝗸𝗲𝗻: • Generic outreach at scale • Feature-heavy messaging • Competing for attention instead of intent • Optimizing for lead volume, not deal quality Result? 𝗛𝗶𝗴𝗵 𝗹𝗲𝗮𝗱𝘀. 𝗟𝗼𝘄 𝗽𝗶𝗽𝗲𝗹𝗶𝗻𝗲 𝗶𝗺𝗽𝗮𝗰𝘁. 𝗪𝗵𝗮𝘁 𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆 𝘄𝗼𝗿𝗸𝘀: 1. 𝗖𝗼𝗻𝘁𝗲𝘅𝘁 𝗯𝗲𝗮𝘁𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 Understand what your target accounts are already seeing and evaluating. → Example: Target accounts actively comparing vendors → tailor messaging around switching advantage, not features → Example: Accounts hiring for specific tools → position integration or replacement narrative 2. 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻-𝗳𝗶𝗿𝘀𝘁 𝗺𝗲𝘀𝘀𝗮𝗴𝗶𝗻𝗴 If your message doesn’t answer “Why should I care now?” instantly, it’s ignored. → Example: “Reduce reporting time by 60% in 30 days” beats “AI-powered analytics platform” → Example: “Cut cloud costs by 25% this quarter” beats “cloud optimization services” 𝟯. 𝗥𝗲𝗺𝗼𝘃𝗲 𝗳𝗿𝗶𝗰𝘁𝗶𝗼𝗻 𝗳𝗿𝗼𝗺 𝗮𝗰𝘁𝗶𝗼𝗻 Make the next step obvious and low-risk. → Example: Offer a 15-min audit with clear outcome, not a “demo” → Example: Share a benchmark report before asking for a call Bottom line: 𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 > 𝗥𝗲𝗮𝗰𝗵 𝗖𝗹𝗮𝗿𝗶𝘁𝘆 > 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗶𝘁𝘆 𝗢𝘂𝘁𝗰𝗼𝗺𝗲𝘀 > 𝗢𝗳𝗳𝗲𝗿𝗶𝗻𝗴𝘀 If your pipeline is full but not converting, your problem isn’t demand— it’s 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗮𝗻𝗱 𝗲𝘅𝗲𝗰𝘂𝘁𝗶𝗼𝗻. #ABM #B2BMarketing #PipelineGrowth #DemandGeneration #GTMStrategy #RevenueMarketing

Automating Boomi Deployments with Azure DevOps, Service Hooks & Logic Apps Zero manual pipeline clicks once the ticket is ready ⚡ I recently connected our Boomi delivery flow to CI/CD so developers work from a single ticket — no separate “run pipeline” step once things are correct. What the ticket carries Each work item includes the fields we need to build and deploy: process name, package version, component ID, listener status, automated test reference, folder path, and notes. One place for intent and metadata. What happens when someone moves the state like New to Deploy state 🔹 Azure DevOps Service Hooks — On work item update, a webhook POSTs the event to our Logic App (HTTP trigger). 🔹 Logic App — A condition checks whether the work item is in the deploy state (whatever state you define for “go”). ✔️ True — If yes, it runs the Azure DevOps release pipeline that creates the Boomi package and deploys it. Fully automatic after the state change. False — If not deploy, the flow ends and nothing runs — so noise and partial updates don’t trigger releases. This pattern keeps governance in the work item, gates on state, and uses the release pipeline as the single execution engine for Boomi package create + deploy. If you’re doing similar iPaaS automation, how are you handling approvals and environment promotion? 🤔 #Boomi #AzureDevOps #LogicApps #CICD #iPaaS #DevOps #boomicicd