OnBase: Smashing Sales and Marketing Misalignments 420 | Forging the Future of GTM: Enterprise vs. Growth ABM
Episode Summary
In this episode of Sunny Side Up, host Tara Quehl interviews Davis Potter, diving deep into the intricate realm of Account-Based Marketing (ABM). Davis, a seasoned ABM practitioner, delineates the nuances between growth ABM and enterprise ABM strategies, spotlighting the crucial considerations of resource limitations and tiered methodologies. The discussion delves into key performance indicators, focusing on escalating contact engagement and burgeoning revenue, essential for gauging ABM effectiveness. As the conversation unfolds, the transformative potential of AI takes center stage, envisioning a future of scalable personalization and automated ad optimization.
About the Guest
Davis currently leads the ABM function at Telesign, and the CEO of ForgeX, a B2B market research and advisory think tank specializing in Account-Based Go-To-Market (GTM) strategies and Generative AI. He has experience launching, optimizing, and scaling ABM programs within hyper-growth VC-backed startups, mid-size organizations, and some of the world's largest and most renowned enterprises.
Key Takeaways
- ABM methods vary: Choose growth or enterprise based on launch speed and account coverage.
- Account engagement and revenue growth are core ABM success indicators.
- AI revolutionizes personalization at scale, elevating ad messaging and account intelligence.
- Contact engagement categorizes interactions, enabling focused actions for specific contacts.
- Deal velocity, sourced, and influenced revenue metrics measure ABM's revenue impact.
- Differentiate between tiered accounts for resource allocation and strategic alignment.
- Growth ABM adopts a tiered methodology for efficient account prioritization and faster testing.
- Personalized ad platforms driven by AI optimize and iterate messaging for better results.
- ABM evolves with AI, enhancing personalization, account intelligence, and ad optimization capabilities.
- Prioritize account engagement for both overall contact interaction and core buying group involvement.
- Growth ABM offers a streamlined approach, allowing faster testing and resource allocation within tiers.
- Enterprise ABM demands deeper one-to-one or one-to-few interactions, requiring more resources.
Quote
“In growth ABM, you're able to test and iterate so fast within your tactics.” – Davis Potter
Recommended Resources
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Shout-outs
Désirée Daniels – Head of ABM & Industry - Retail, Fashion, Beauty & Consumer at Google
Alessandra Fagone – Director, Global Revenue Marketing - Acquisition and Customer Growth at Workhuman
Akriti Gupta– Marketing Director at LinkedIn
Connect with Davis Potter | Follow us on LinkedIn | Website