Episode Summary

In this special in-person episode of OnBase, host Chris Moody joins Davis Potter live from Austin, Texas, for a candid deep-dive into the evolution of account-based marketing. Davis draws on his experience across enterprise giants and nimble startups to unpack the real differences between demand gen and ABM—and why most companies are stuck in the middle.

Together, they dissect the pitfalls of outdated ABM models, the importance of unifying go-to-market teams, and the need for signal-based measurement over legacy lead scoring. Davis explains the “account-based arrow,” ForgeX’s new data model, and shares practical tips for aligning product marketing with ABM functions for retention and growth. Whether you're a team of one or leading a global strategy, this episode is packed with insights you can act on immediately.

Key Takeaways

• ABM vs. Demand Gen: True ABM is more than just targeted demand generation; it requires a unified approach across sales and marketing.

• Strategic ABM Implementation: Organizations should tailor their ABM strategy to their specific needs, considering factors like deal size and resources.

• Measurement and Reporting: Effective ABM measurement involves tracking various metrics, including account engagement and pipeline progression, and requires a unified data model.

• Cross-Functional Alignment: Alignment between ABM teams and other functions, such as product marketing, is crucial for success.

• Evolving ABM: ABM is not static; it requires continuous evolution and adaptation to changing market dynamics and organizational needs.

Quotes

“If you're just building lists off third-party intent and running ads, you're not doing ABM—you’re just doing better DemandGen.”

“Product marketing is not optional in an ABM strategy—it’s foundational. They understand the customer better than anyone.”

Best Moments

• 00:09-00:20 – Davis Potter's background and journey to 4Gex.

• 04:45-05:00 – The importance of aligning go-to-market strategy with business goals.

• 06:29-07:00 – Transitioning from demand generation to account-based marketing.

• 10:50-12:00 – The double funnel approach to measuring ABM success.

• 25:30-26:00 – The challenges of ABM benchmarks and data interpretation.

• • 33:00-34:00 – The critical role of product marketing in ABM.

  
  

  Recommended resources:

  Newsletter:

• • ⁠ABM Tactics LinkedIn newsletter⁠ – Tactical, real-world GTM advice from the trenches

  Certifications:

• • ⁠New ABM Certification Program⁠ by Demandbase in Partnership with ForgeX

  
  

  B2B Leaders to follow

  • ⁠Akriti Gupta⁠, Director of Marketing at LinkedIn

  • ⁠Désirée Daniels⁠, Retail Industry & ABM Marketing at LinkedIn

About the Guest

Davis Potter is the Co-Founder of ForgeX, a firm dedicated to modernizing account-based go-to-market strategies through research-backed insights and scalable methodologies. With experience launching ABM programs at organizations like Google Cloud and Scale AI, Davis brings a rare blend of enterprise sophistication and startup agility. His unique journey—spanning billion-dollar enterprises and high-growth tech companies—has equipped him with a comprehensive view of ABM’s past, present, and future.

Davis is passionate about aligning sales, marketing, and product teams around unified goals and measurement systems. He frequently speaks on evolving ABM frameworks, first-party data strategies, and the shift from vanity metrics to actionable signals. Davis also co-leads the ForgeX and Demandbase certification program, shaping the next generation of account-based marketers.⁠Connect with Davis⁠.