Sheridan Gaenger

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. It involves in-depth Ideal Customer Profile (ICP) development, content and positioning strategy that supports the ICP, and operational planning including lead scoring, routing and dashboard optimization. ...Read More

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 where they are in their journey is just as critical.   Intent data in your Account-Based Marketing (ABM) model is like having a crystal ball that helps you see which potential customers are genuinely int ...Read More

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 – these are the Key Results (KRs) that every GTM TEAM should strive for. They are the metrics on your CEO's daily dashboard. Remember, ABM is about targeting specific audiences and accounts with more spe ...Read More

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 competitors, giving you a competitive edge. This is a no-brainer for today’s landscape. If you’re running paid ads without intent data, if you’re doing outbound without intent data, stop. Now. Call your CFO, C ...Read More

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 educating your audience on your category which will anchor thought-leadership messaging and content that validates why the category exists. MoFu, the middle of funnel content, provides your pre-customers inform ...Read More

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 questions, you need to think about the audit in terms of phases. Phase 1: Stage and persona framework: Do you have content that touches every stage of the customer journey, pre and post sale, for every layer of ...Read More

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 educating your audience on your category which will anchor thought-leadership messaging and content that validates why the category exists. MoFu, the middle of funnel content, provides your pre-customers inform ...Read More

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 their comfort zone, which is typically their CRM. Attempting to do too much at once can lead to complete failure. Don't be lured by the shiny object or the “quick fix button” you are being sold on. It's not ...Read More

Structure depends on the size of the organization, the GTM motion (sales-led or product-led, for example), and where the business is in its growth and maturity lifecycles. You can organize these roles in multiple ways, but it's crucial to avoid a bloated org; you don't want it too wide (+6 direct reports), and you should be cautious of having one manager with only one direct report. The core functions that run the demand engine must include integrated campaigns, digital demand, and event and fie ...Read More

Start by establishing swimlanes with all key stakeholders and leaders, not just within Demand Gen. Map out the teams and define distinct areas of responsibility and roles within the wider organization to ensure that each team knows what they are accountable for. This involves creating boundaries around tasks, projects, and functions to minimize overlap and confusion. Document these roles and review them at least once a quarter, adjusting as needed. Additionally, don’t be afraid of conflict. By e ...Read More