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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.
ForgeX Files
Ep. 6 - Building ABM from the Ground Up: An Unforgiving Journey | Phenom
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.