Webinar • Oct 21, 2024

Account-Based GTM: Turning Strategy into Action

Learn how to:

Identify high-value accounts and key decision-makers.
Allocate resources to different account tiers.
Eliminate sales and marketing friction with automation.
Set precise forecasts and budgets.
Apply a stalled opps playbook.

Speakers

Anna Tsymbalist

Head of ABM at Influ2

Davis Potter

CEO at ForgeX

Alex Pappas

Sr. ABM Manager at Venafi

Steve Armenti

Consultant, 5x marketing leader

Tania Saez

B2B Growth Advisor

Key Points

[00:00]	Intro
[02:02]	Anna Tsymbalist on audience selection
[09:15]	Davis Potter on account segmentation and prioritization
[23:00]	Alex Pappas on aligning sales and marketing through automation
[41:35]	Steve Armenti on budgeting and forecasting
[51:34]	Tania Saez on a stalled opportunity playbook for 2025 planning
[01:01:01]	Outro

Transcript

Hi everyone! I'm Anna. I'm going to be your host. Just a quick note. We figured, we realized that we have a lot of content for just an hour. So we'll be really flying through those, flying through those slides. And if you have any questions, we have the Q&A open and we'll try to make sure that we answer any questions. If we don't have time during the webinar, we'll make sure to follow up. This webinar is also going to be recorded if you want to access it later. And I'm pretty sure we were going to host it somewhere. So, if you found the time to join us live, thank you so much. If you are watching the recording right now, we're just saying here, hello, real quickly.

Okay, so today we're going to talk about account-based go-to-market and we will cover a lot of things. And I'm also joined by an amazing team of marketers here. I was making this joke before. We have like 45 years of experience between us. We could have, you know, just retired at this point. So Steve, Alex, Davis, and Tanya, thank you so much for joining me and agreeing to share your insights and account-based go-to-market strategy. And we are going to introduce ourselves as we, as we go through our parts of the presentation.

So what we are going to cover today is audience selection, segmentation, and prioritization, alignment with sales, but think, think less meetings with sales, more dashboards that they use. We'll cover budgeting and forecasting – something that we all have to do. And Tanya is going to share an amazing tactical, really in the weeds playbook that you can steal. She agreed to it that you can steal if you want to do and if you want to implement it in 2025.

Key takeaways

When choosing audience, you need to focus on high LTV accounts and your core buying group of champions to design your program around the company's growth targets.

Clearly defined deployment models — one-to-one, one-to-few, and growth ABM — allows organizations to allocate resources efficiently and engage all tiers and micro segments of accounts effectively.

Marketing needs to help the sales team prioritize in-market accounts and interpret buying signals, while continuously measuring, communicating, and providing guidance to reinforce buy-in.

Effective budgeting and forecasting in marketing involves understanding cost definitions, determining budget allocation strategies (top-down or bottom-up), setting clear performance baselines, and aligning on metrics with finance to create a proactive forecasting model that guides decision-making.

An effective playbook targeting stalled opportunities relies on utilizing multithreading strategies to engage multiple personas within the buying committee. This approach accelerates pipeline velocity and increases win rates.

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