In this episode of the ForgeX Files, host Davis Potter welcomes Stephanie Clark, Regional Marketing Manager at Pegasystems and an Executive Council member of ForgeX. Stephanie shares her expertise in account-based marketing (ABM) and discusses Pega's unique approach to this strategy.

Key Takeaways:

1. Pega's ABM Strategy: Stephanie discusses Pega's global ABM team's approach, emphasizing research, sales alignment, and tailored content.
2. Enterprise ABM Framework: Insights into Pega's execution of one-to-one and one-to-few ABM campaigns, focusing on account selection and strategy.
3. Sales and Marketing Synergy: The conversation highlights the crucial collaboration between sales and marketing in ABM success.
4. Tactical Execution: Stephanie shares her approach to developing sales plays and engaging key account stakeholders.

Closing Note:

This episode is a deep dive into the tactical world of ABM at an enterprise level, shedding light on the crucial elements that drive successful, market-shifting ABM strategies. Stephanie's frontline experiences at Pega are a masterclass in leveraging ABM for potent market impact.

In this episode of the ForgeX Files, Davis Potter joins Tom Maciejewski's B2B Growth Trends Content Series. They dive into the evolving landscape of Account-Based Marketing (ABM) in 2024.

Key Takeaways:

• Personalization in ABM: The episode begins with a discussion on how personalization has shifted from being a novel tactic to a customer expectation in ABM strategies.
• Economic Climate and ABM Expansion: They highlight the current economic climate's influence on ABM, emphasizing the integration of customer success with marketing and sales to drive expansion.
• Challenges in ABM Frameworks: A significant portion of the conversation is dedicated to addressing common issues in ABM programs, such as the reliance on platforms without a solid ABM framework, and the importance of having a multi-faceted approach.
• Innovative ABM Tactics: Davis shares an intriguing case study on personalized demos in ABM campaigns, discussing the measurable success and potential ROI of such innovative tactics.
• Future of ABM: The episode concludes with predictions for ABM in 2024, focusing on growth strategies and the potential shift from traditional demand generation to growth ABM.

Closing Note:
This episode of the ForgeX Files provides a comprehensive look into ABM's future, offering valuable insights for professionals in the field. Whether you're an experienced marketer or new to ABM, this episode offers a wealth of knowledge on adapting and excelling in the rapidly changing world of account-based marketing.

In this episode of the ForgeX Files, host Davis Potter is joined by Justin Fordham, the Head of ABM at 360Learning. They explore Justin's innovative approach to account-based marketing (ABM) and his unique journey from a sales role to leading ABM strategies.

Key Takeaways:

• Job Changers Campaign Strategy: Justin dives into the intricacies of the Job Changers campaign at 360Learning, a targeted ABM strategy focusing on individuals transitioning to new professional roles. This innovative approach aims at capitalizing on the momentum of career changes, leveraging these periods of transition to introduce and integrate 360Learning's solutions.
• Transition from Sales to ABM: Justin shares his personal experience of shifting from a full-cycle sales role to a leadership position in ABM. This transition highlights the valuable insights and skill sets gained from sales that have enriched his approach to ABM, emphasizing the importance of understanding customer needs and the sales process in crafting effective marketing strategies.
• ABM Attribution Challenge: A significant part of the discussion revolves around the challenges and nuances of ABM attribution. Justin provides his perspective on measuring the impact of ABM initiatives, discussing the complexities of various attribution models and their application in real-world scenarios.

Closing Note:

This episode offers a deep dive into Justin Fordham's ABM expertise, showcasing how the fusion of sales experience and innovative marketing strategies like the Job Changers campaign can lead to groundbreaking results in ABM. Whether you're a seasoned marketer or new to the field, Justin's journey and insights present valuable lessons in adapting and thriving in the dynamic landscape of account-based marketing.

In this week's episode of the ForgeX Files, host Davis Potter welcomes Ashton Wright, Sr. ABM Manager at Salesforce (Slack). They dive into her journey and the intricate evolution of Account-Based Marketing (ABM) tactics she championed at two tech industry frontrunners.

Key Takeaways:

• At Salesforce, substantial resources catalyzed a culture of experimentation, leading to remarkable ABM achievements and paving the way for data-driven account selection and robust growth.
• Upon her transition to Slack, Ashton deftly adapted to a leaner budget, placing emphasis on specialized targeting and streamlined program frameworks to optimize reach and efficacy.
• The shift from Salesforce's comprehensive 1:1 approach to Slack's scalable 1:Many strategy underscores the adaptability essential in ABM, catering to diverse organizational magnitudes.
• Securing executive buy-in proved instrumental in anchoring ABM initiatives
• Emphasizing the necessity for Demand Gen and ABM to partner, capitalize on emerging digital trends, and maintain resilience amid industry upheavals, notably the COVID-19 pandemic.

Closing Note:

Ashton Wright's insights into ABM are a treasure trove of strategic artistry, revealing the malleability and inventive solutions that drive success in diverse enterprise contexts. Whether you're a startup or an established enterprise, these revelations provide a valuable roadmap to architecting a world-class ABM framework.

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.