ABM, Content, AI, Community, Picking Accounts | EventShark Podcast #15 with Davis Potter

The EventShark Podcast covers all things B2B marketing, LinkedIn, and content. We share practical strategies and creative ideas to make B2B marketing more engaging & effective.

In today’s episode, we dig into ABM (Account-Based Marketing). What is ABM? It’s targeted marketing: focusing only on the accounts (a.k.a. B2B businesses) that match your ideal customer, and not wasting resources elsewhere.

We're joined by Davis Potter (CEO & Co-founder of ABM advisory firm ForgeX, and leader of a 700-person ABM community) breaks it down:

- Why smart B2B teams use ABM in 2025
- How content helps (original research, video, events)
- Where AI fits 
- Dark social & community
- How to choose the right accounts
- What we’d do with $10K to break into a dream account
- Common mistakes to avoid with ABM

If you’re a B2B marketer curious about ABM in 2025/2026, welcome to podcast episode 15!

Timecodes:
(0:00) - - Intro
(2:36) - - The importance of ABM in B2B
(3:50) - - Importance of community in Go-to-market
(5:36) - - Biggest mistake people make in ABM
(7:48) - - How does content play a role in ABM?
(9:52) - - Common misunderstanding about thought leadership’s role in ABM
(10:28) - - How is AI playing a role in ABM?
(12:12) - - You have $10k to break into a target account, what would you do?
(13:15) - - New EventShark hats are live now!
(14:08) - - You have $10k to break into a target account, what would you do? 
(16:36) - - What’s a legacy B2B playbook that’s no longer good?
(18:42) - - How should EventShark create a target account list?
(19:52) - - PLG motions in ABM
(22:02) - - Hot take on brand in ABM motions
(23:42) - - Countdown Quiz
(27:18) - - Outro

#b2bmarketing #marketing #podcast