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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. 7 - Tearing Apart Go-To-Market Norms: Exposing ABM and Demand Gen Flaws | Tania Saez
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.