Sheridan Gaenger
VP of Growth Marketing, Own
Content
Sheridan Gaenger
Own VP of Growth Marketing • October 24
There is no other way. If you’re not going to invest in intent data, then don’t try to do ABM, you’ll waste money and employee calories. I’ve heard companies say “oh we will just focus our efforts on our ICP” Yes, of course, knowing what accounts have the most propensity to buy is critical. But ......Read More
1065 Views
Sheridan Gaenger
Own VP of Growth Marketing • October 24
No update should ever come as a "surprise" to leadership or key GTM stakeholders. Account-based marketing (ABM) is a strategy that is developed in partnership with sales, marketing, customer success, and, in the best cases, product teams. It's not a tactical approach e.g., a webinar or an eBook. ......Read More
1029 Views
Sheridan Gaenger
Own VP of Growth Marketing • October 24
In any strategy, it's not just about how much you measure but also what you’re measure and why. It's about setting the barometer for what success looks like and how KPIs are monitored, discussed, and leveraged to drive improvements. It's beneficial to break your KPIs into Operational North Stars ......Read More
1022 Views
Sheridan Gaenger
Own VP of Growth Marketing • October 24
Leveraging intent data, like what companies such as 6Sense, Qualified, and Demandbase offer, provides several key advantages to identifying the right company targets and more. * It allows your marketing and sales teams to proactively reach out to accounts showing purchase intent or exploring......Read More
894 Views
Sheridan Gaenger
Own VP of Growth Marketing • October 24
At a foundational level, it’s relatively the same, prioritizing the right accounts based on intent and lifetime value. Where it can change is the messaging, tactics and channels. Let’s start with messaging: Mapping your messaging to the customer journey is critical. ToFu content begins by educ......Read More
875 Views
Sheridan Gaenger
Own VP of Growth Marketing • October 24
At a foundational level, it’s relatively the same, prioritizing the right accounts based on intent and lifetime value. Where it can change is the messaging, tactics and channels. Let’s start with messaging. Mapping your messaging to the customer journey is critical. ToFu content begins by educ......Read More
869 Views
Sheridan Gaenger
Own VP of Growth Marketing • October 24
Content audits are very complex and for a good reason, content forms the bedrock of your Go-To-Market (GTM) strategy. It powers the education of your category and product, nurtures trust, and transmutes mere words into the embodiment of your brand and its distinctive voice. To get to the ques......Read More
844 Views
Sheridan Gaenger
Own VP of Growth Marketing • October 24
Yes, I have, three times over. Before you evaluate current tools or consider bringing in new ones, it's crucial to align on your goals. What problem are you trying to solve? Things can spiral out of control rapidly, especially when dealing with salespeople. It's important to keep them within thei......Read More
831 Views
Credentials & Highlights
VP of Growth Marketing at Own
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