Ep. 1 - Navigating the Intersection of ABM and Demand Gen Artwork

ForgeX Files

Companies that adopt an account-based approach throughout the entirety of their GTM strategy outperform those who don’t.

ForgeX Files is forging the future of Account-Based GTM.

Davis Potter, CEO & Co-Founder @ ForgeX welcomes thought leaders, fields AMAs, critically evaluates vendors, and shares research-backed insights for you to elevate your programs and career.

Join us as we explore the latest trends and strategies in ABM, and learn how to build a holistic go-to-market strategy that drives growth.

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ForgeX Files

Ep. 1 - Navigating the Intersection of ABM and Demand Gen

October 22, 2023 • Davis Potter

In this week's AMA session of the ForgeX Files, host Davis Potter is joined by Desiree Daniels, the ABM lead from Google Cloud. They embark on a comprehensive dialogue, exploring the intricate dance between Demand Generation and Account-Based Marketing (ABM) and their pivotal roles in today’s dynamic marketing landscape.

Key Takeaways:

Harmonious Integration: The necessity for a seamless alliance between demand programs and strategic account programs.
Evolution of ABM: The transition and expansion of ABM to include a coordination of diverse marketing efforts.
Growth & Enterprise ABM: A delineation between these two, emphasizing their suitability based on company size and ACV.
Account-Based Attribution: A teaser into the upcoming episode, promising a deep dive into this contentious subject.

Closing Note:

Davis and Desiree’s insights illuminate the evolving terrain of ABM and Demand Gen, offering listeners a nuanced perspective enriched by Desiree's expertise and experience. The conversation sets the stage for next week's focus on account-based attribution, a hot topic echoing the challenges and innovations within the ABM space.