ForgeX Files

In this episode of the ForgeX Files, Davis Potter dives into the intricacies of Account-Based Go-to-Market strategies with Tyler Pleiss, Associate Director of Growth Marketing, Movable Ink and a member of the executive council at ForgeX. Tyler has recently authored an in-depth guide on Account-Based GTM, offering valuable insights that are crucial for anyone looking to enhance their marketing strategy.Key Takeaways:Evolution of ABM Models: Tyler discusses the limitations of the traditional ABM pyramid model, advocating for more dynamic and practical approaches that reflect modern practices.Strategic Deployment Models: Learn about the shift from traditional tiering methods to more nuanced strategies like Enterprise ABM and Growth ABM, focusing on how companies can effectively scale their marketing efforts based on account value.Practical Insights: Tyler provides practical advice on integrating various ABM strategies within an organization, emphasizing the need for alignment across sales, marketing, and customer success teams.Future of ABM: The discussion also explores future trends in ABM, including the integration of AI and machine learning to enhance engagement and measurement.Closing Note: This episode is packed with advanced strategies and practical tips for anyone involved in B2B marketing, providing a clearer path toward implementing a robust Account-Based GTM strategy.

In this episode of the ForgeX Files, host Davis Potter is thrilled to welcome Tom Zawacki, President of Enterprise Solutions at Data Axle. Tom brings a unique perspective from his rich background in B2B marketing, providing a deep dive into the evolution of attribution.Key Takeaways:Historical Perspectives on Marketing: Tom discusses his journey from the early days of the internet to the forefront of digital marketing, including his involvement in the creation of the first banner ads and e-commerce experiences.B2B Marketing and Attribution: The conversation dives into the complex world of B2B marketing attribution, examining how traditional models like the Demand Waterfall have evolved and the challenges that persist in modern attribution practices.The Role of Data in Personalized Marketing: Tom emphasizes the critical importance of data fidelity and sophisticated data analysis in crafting personalized customer experiences in today's digital landscape.Future of Marketing Technology: Insights into the integration of human intelligence and artificial intelligence in marketing, discussing new AI technologies like generative adversarial networks and diffusion models that could revolutionize ABM and other marketing strategies.Closing Note:Tom's insights offer a panoramic view of the marketing industry's past, present, and future, highlighting innovative approaches to data-driven marketing and the integration of AI technologies. This episode is a gem for marketing professionals eager to understand the underpinnings of effective B2B marketing strategies and the technological advancements shaping the field.

In this episode of the ForgeX Files, host Davis Potter welcomes Amber Bogie, the new Fractional VP of Growth and Partnerships at ForgeX and a recognized authority in Account-Based Marketing (ABM). Amber brings her insights into the shifting landscape of go-to-market (GTM) strategies in the B2B sector, particularly focusing on the rise of fractional marketing roles and the dynamic changes in technology adoption within organizations.Key Takeaways:Fractional Marketing's Rise: Amber discusses the emergence of fractional roles in marketing due to budget constraints and the desire for leadership without full-time commitments. This trend reflects a broader shift towards flexibility and specialized expertise in the B2B marketing sphere.Technology and Customer Shifts: Insight into how businesses are moving away from traditional tech giants towards smaller, more innovative companies offering significant cost savings and specialized services, signaling a shift in customer loyalty and expectations.Convergence of ABM and Demand Gen: The conversation dives into the increasingly blurred lines between ABM and traditional demand generation tactics. Amber and Davis discuss how these strategies are merging to create a more unified, account-based GTM approach.Future of SDR Teams: Amber shares her thoughts on whether Sales Development Representative (SDR) teams should report to sales or marketing departments, emphasizing the importance of alignment and collaboration between sales and marketing for effective GTM execution.Closing Note:This episode offers a deep dive into the evolving GTM strategies and the role of ABM in shaping the future of B2B marketing. Amber's expertise provides listeners with a clear understanding of current trends and actionable insights for navigating the changing landscape of B2B marketing and sales.

In this episode of the ForgeX Files, host Davis Potter engages with Steve Armenti, a seasoned Global Demand Generation Leader at Google. They dive into the evolving dynamics of marketing and sales alignment, demand generation, and the future of Account-Based Marketing (ABM).Key Takeaways:Marketing and Sales Alignment: Steve shares his insights on effective strategies for aligning marketing and sales goals, emphasizing the importance of unified metrics, effective communication, and leveraging data for collaborative success.Navigating Demand Generation: The conversation explores the changing landscape of demand generation, addressing common challenges and identifying effective practices for generating meaningful engagement and leads.The Evolution of ABM: The episode highlights the shift from traditional ABM approaches to more sophisticated strategies, focusing on understanding buying groups, personalization, and the integration of AI in marketing strategies.Future Predictions: Steve offers his predictions for the next five to ten years in demand generation and ABM, envisioning a more integrated, human-centered, and data-driven approach to marketing and sales.Closing Note:This episode is packed with insights for anyone looking to deepen their understanding of demand generation and ABM. Steve’s expertise and forward-thinking perspectives provide valuable guidance for navigating the complex and ever-evolving world of marketing and sales alignment.

In this episode of the ForgeX Files, host Davis Potter welcomes Tanya Saez, a renowned ABM expert and industry thought leader. Tanya shares her wealth of experience in orchestrating diverse go-to-market motions, tailored to different customer bases and buying processes.Key Takeaways:Holistic Market Strategies: Tanya discusses the importance of not relying on a single go-to-market strategy like ABM, but rather adopting a holistic approach that aligns with various customer segments and buying processes.Comparing Buying Processes: The episode dives into the differences between long, complex buying processes and shorter, transactional ones, and how these differences dictate distinct marketing approaches.Lead Generation vs ABM: Tanya presents an engaging analogy comparing lead generation to fishing with nets and ABM to spearfishing, highlighting the need for specific strategies based on the target market.Closing Note:This episode offers a deep dive into the complexities and nuances of modern go-to-market strategies, as Tanya unravels the intricacies of ABM and demand generation. Her unique insights provide listeners with valuable perspectives on adapting their marketing strategies to various customer segments and buying processes.

In this episode of the ForgeX Files, host Davis Potter welcomes Ken Almack, Field & ABM Marketing Manager at Phenom. Ken shares his journey from sales to ABM and field marketing, highlighting his proactive and personalized approach to business growth.Key Takeaways:Building ABM from Ground Up: Ken discusses the inception of ABM at Phenom, transitioning from traditional sales-driven strategies to a more targeted ABM approach.Challenges in ABM Implementation: Insights into the initial challenges faced while implementing ABM, such as bandwidth and understanding ABM's depth.Tactics and Tools: Exploration of effective tactics like direct mail and targeted ads, and the use of tools for better account targeting and personalization.Collaboration with Sales and SDR Teams: Discussing the importance of internal champions and collaboration across teams for successful ABM execution.Evaluating and Measuring ABM Success: Insights into how he measures the success of their ABM efforts, focusing on net new business and the role of MQLs.Closing Note:Ken Almack's experience at Phenom provides a real-world example of the evolution and challenges of ABM in a growing company. His insights into personalization, collaboration, and measurement offer valuable lessons for anyone involved in or interested in ABM strategies.

In this episode of the ForgeX Files, host Davis Potter welcomes Stephanie Clark, Regional Marketing Manager at Pegasystems and an Executive Council member of ForgeX. Stephanie shares her expertise in account-based marketing (ABM) and discusses Pega's unique approach to this strategy.Key Takeaways:Pega's ABM Strategy: Stephanie discusses Pega's global ABM team's approach, emphasizing research, sales alignment, and tailored content.Enterprise ABM Framework: Insights into Pega's execution of one-to-one and one-to-few ABM campaigns, focusing on account selection and strategy.Sales and Marketing Synergy: The conversation highlights the crucial collaboration between sales and marketing in ABM success.Tactical Execution: Stephanie shares her approach to developing sales plays and engaging key account stakeholders.Closing Note:This episode is a deep dive into the tactical world of ABM at an enterprise level, shedding light on the crucial elements that drive successful, market-shifting ABM strategies. Stephanie's frontline experiences at Pega are a masterclass in leveraging ABM for potent market impact.

In this episode of the ForgeX Files, Davis Potter joins Tom Maciejewski's B2B Growth Trends Content Series. They dive into the evolving landscape of Account-Based Marketing (ABM) in 2024.Key Takeaways:Personalization in ABM: The episode begins with a discussion on how personalization has shifted from being a novel tactic to a customer expectation in ABM strategies.Economic Climate and ABM Expansion: They highlight the current economic climate's influence on ABM, emphasizing the integration of customer success with marketing and sales to drive expansion.Challenges in ABM Frameworks: A significant portion of the conversation is dedicated to addressing common issues in ABM programs, such as the reliance on platforms without a solid ABM framework, and the importance of having a multi-faceted approach.Innovative ABM Tactics: Davis shares an intriguing case study on personalized demos in ABM campaigns, discussing the measurable success and potential ROI of such innovative tactics.Future of ABM: The episode concludes with predictions for ABM in 2024, focusing on growth strategies and the potential shift from traditional demand generation to growth ABM.Closing Note:This episode of the ForgeX Files provides a comprehensive look into ABM's future, offering valuable insights for professionals in the field. Whether you're an experienced marketer or new to ABM, this episode offers a wealth of knowledge on adapting and excelling in the rapidly changing world of account-based marketing.

In this episode of the ForgeX Files, host Davis Potter is joined by Justin Fordham, the Head of ABM at 360Learning. They explore Justin's innovative approach to account-based marketing (ABM) and his unique journey from a sales role to leading ABM strategies.Key Takeaways:Job Changers Campaign Strategy: Justin dives into the intricacies of the Job Changers campaign at 360Learning, a targeted ABM strategy focusing on individuals transitioning to new professional roles. This innovative approach aims at capitalizing on the momentum of career changes, leveraging these periods of transition to introduce and integrate 360Learning's solutions.Transition from Sales to ABM: Justin shares his personal experience of shifting from a full-cycle sales role to a leadership position in ABM. This transition highlights the valuable insights and skill sets gained from sales that have enriched his approach to ABM, emphasizing the importance of understanding customer needs and the sales process in crafting effective marketing strategies.ABM Attribution Challenge: A significant part of the discussion revolves around the challenges and nuances of ABM attribution. Justin provides his perspective on measuring the impact of ABM initiatives, discussing the complexities of various attribution models and their application in real-world scenarios.Closing Note:This episode offers a deep dive into Justin Fordham's ABM expertise, showcasing how the fusion of sales experience and innovative marketing strategies like the Job Changers campaign can lead to groundbreaking results in ABM. Whether you're a seasoned marketer or new to the field, Justin's journey and insights present valuable lessons in adapting and thriving in the dynamic landscape of account-based marketing.

In this week's episode of the ForgeX Files, host Davis Potter welcomes Ashton Wright, Sr. ABM Manager at Salesforce (Slack). They dive into her journey and the intricate evolution of Account-Based Marketing (ABM) tactics she championed at two tech industry frontrunners.Key Takeaways:At Salesforce, substantial resources catalyzed a culture of experimentation, leading to remarkable ABM achievements and paving the way for data-driven account selection and robust growth.Upon her transition to Slack, Ashton deftly adapted to a leaner budget, placing emphasis on specialized targeting and streamlined program frameworks to optimize reach and efficacy.The shift from Salesforce's comprehensive 1:1 approach to Slack's scalable 1:Many strategy underscores the adaptability essential in ABM, catering to diverse organizational magnitudes.Securing executive buy-in proved instrumental in anchoring ABM initiativesEmphasizing the necessity for Demand Gen and ABM to partner, capitalize on emerging digital trends, and maintain resilience amid industry upheavals, notably the COVID-19 pandemic.Closing Note:Ashton Wright's insights into ABM are a treasure trove of strategic artistry, revealing the malleability and inventive solutions that drive success in diverse enterprise contexts. Whether you're a startup or an established enterprise, these revelations provide a valuable roadmap to architecting a world-class ABM framework.