Re-Examining Account-Based Marketing in the AI-Powered Era with Davis Potter, CEO of ForgeX

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The Transaction

Craig Rosenberg & Matt Amundson | B2B Sales & Marketing Experts - Hosts of The Transaction

72 episodes

3 days ago

Welcome to The Transaction. The #1 Go-To-Market podcast on the planet. Hosts Craig Rosenberg and Matt Amundson, two legendary go-to-market leaders in their own right, talk weekly with the best sales, marketing, operations, and product leaders in the B2B SaaS world to understand what's working in the new playbook of the post-ZIRP market. But Craig, Matt, and their guests don't just talk theoretically, they share the stories and actionable tips, tactics, and strategies behind what's driving revenue growth that you can take and implement in your own go-to-market roles. Whether you're a Chief Revenue Officer leading a B2B SaaS sales and marketing organization, a marketing leader trying to drive bigger outcomes with your demand gen team, or a new sales rep, you'll learn and laugh every episode. From ABM to PLG, from MEDDIC to MEDDPICC, the world of business is constantly evolving. We’ll cover the who, what, where, when, why and most importantly how you get… The Transaction. About Your Hosts Craig Rosenberg is the Chief Platform Officer at Scale Venture Partners. He is a seasoned expert in B2B revenue growth, helping SaaS companies transition from founder-led growth to becoming high-growth Go-To-Market machines. Previously, Craig was a Distinguished VP Analyst at Gartner and co-founder of TOPO Inc., a research and advisory firm acquired by Gartner in 2020. Craig thinks Die Hard is a Christmas movie. Matt Amundson is the Chief Marketing Officer of DuploCloud. He is also an advisor for companies such as Sendoso and Salesloft. Prior to DuploCloud, Matt spent time as an Executive In Residence with Scale Venture Partners and led marketing departments at Census, Very Good Security, and Everstring, to name a few. Matt thinks Die Hard 2 is better than Die Hard. The Transaction is produced by Sam Guertin.

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Re-Examining Account-Based Marketing in the AI-Powered Era with Davis Potter, CEO of ForgeX - Ep 67

The Transaction

55 minutes

3 weeks ago

Re-Examining Account-Based Marketing in the AI-Powered Era with Davis Potter, CEO of ForgeX - Ep 67

The vast majority of companies that think they are running ABM (Account-Based Marketing) are not actually running ABM. Not only that, they wouldn’t recognize a real ABM strategy if one came up and slapped them in the face with a stack of direct mailers.

Davis Potter is the CEO & Co-Founder of ForgeX, a research and advisory firm that helps B2B companies modernize their Account-Based Go To Market and AI strategies. Davis joins co-hosts Matt Amundson and Craig Rosenberg for an exploration of the current state of ABM (Account-Based Marketing), what it takes to drive impact of using AI in GTM Execution, and how to right-size the B2B marketing tactics to each account.

Also, Craig uses a ‘Matt-ism’, Matt distinguishes cuddling from canoodling, and Producer Sam fixes a problem with his face.

Critical Takeaways

There are three core account-based marketing models: Enterprise ABM (1:1 and 1:few), Growth ABM (1:many at scale), and Deal Acceleration (targeted support for individual opps).
Shift from short, one-off marketing campaigns to holistic, always-on programs that run continuously throughout the year. Build a playbook of ABM tactics (e.g., webinars, executive dinners, personalized landing pages, LinkedIn ads) and deploy them based on account tier and industry segment. This enables ongoing engagement and better adapts to complex B2B buying cycles.
Select and tier accounts based on informed revenue potential, not just logo desirability or gut feel. Analyze first, second, and third-party signals, as well as customer LTV and microsegments, to prioritize accounts for deeper personalization and resource allocation. For example, reserve direct mail and executive engagement for tier one, while using scalable digital tactics for lower tiers.
Unify your target account lists across sales, marketing, and customer success to drive alignment and efficiency. Instead of each function working from separate lists, create a single Go-To-Market account portfolio informed by revenue potential and engagement signals.
AI can dramatically accelerate research, content personalization, and account list building, but only if you have a clear strategy first. Many companies are underutilizing AI or using it without a defined goal, leading to mediocre results.

Chapters

00:00 - Introducing Davis Potter, Founder of ForgeX

08:00 - Quick Coldplay Concert Conundrum Recap

10:00 - Davis’ first ABM Webinar horror story

16:00 - Redefining Account-Based Marketing: Beyond the traditional pyramid

18:00 - A new ABM segmentation model

24:00 - The case for a unified Go-To-Market account portfolio

27:00 - Growth ABM tactics that actually scale

31:00 - Where AI fits into an ABM strategy (and where it doesn’t)

39:00 - How shadow AI is reshaping GTM

45:00 - Reporting, the board deck problem, and the MQL hangover

49:00 - What your Revenue Team needs to measure in modern ABM

53:00 - Replacing the Market Qualified Lead industrial complex

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Epic Quotes

“One practitioner can't cover 50 accounts and actually leverage one-to-one.” - Davis Potter

Connect with Davis

LinkedIn: https://www.linkedin.com/in/davispotter62/
ForgeX Website: https://www.forgex.ai/
Revenue Xchange: https://open.spotify.com/show/7v2449do8UGuLAbilezi29?si=1a56c9a9a18d4550

Shoutouts

Demandbase
Sangram Vajre: https://www.linkedin.com/in/sangramvajre/
Sam McKenna: https://www.linkedin.com/in/samsalesli/
Sam McKenna’s Episode: https://open.substack.com/pub/thetransaction/p/social-selling-secrets-to-supercharge
Dan Gottlieb: https://www.linkedin.com/in/danielpgottlieb/
Dan Gottlieb’s Episode: https://open.substack.com/pub/thetransaction/p/triple-t-pov-with-dan-gottlieb?r=3iae7z&utm_campaign=post&utm_medium=web&showWelcomeOnShare=false
Kerry Cunningham: https://www.linkedin.com/in/kerrycunningham/
Jon Miller: https://www.linkedin.com/in/jonmiller2/

Jon Miller’s Episode: https://open.substack.com/pub/thetransaction/p/building-trust-and-reputation-in