What’s up everyone! Welcome to 🌮 Taco Tuesday, a weekly newsletter by ForgeX.

In here we share the latest and greatest around our Account-Based GTM research, provide our perspective on trending topics, and highlight what’s new at ForgeX.

⚠️ The Epidemic of Fake ABM Agency Capabilities

According to our research, 89% of B2B agencies anticipate demand for ABM services to increase.

Companies that adopt an account-based approach throughout the entirety of their GTM strategy outperform those who don’t.

So this isn’t a big surprise…

What’s incredibly alarming is the rate that some B2B agencies are churning out half-baked “ABM services” to capitalize on the demand.

🕵️‍♀️ How to Properly Vet an Agency’s ABM Capabilities

There are a number of questions and considerations during the screening process…

We go into great depth about them in this strategy guide here.

One of the top variables that will narrow down your list of potential B2B agency partners is which ABM deployment model(s) they specialize in:

• Enterprise ABM?

• Growth ABM?

• Both?

We surveyed 47 of the top B2B agencies with capabilities to support ABM to uncover the current landscape:

→ 9% focus solely on Enterprise ABM

→ 34% focus solely on Growth ABM

→ 57% support both Enterprise ABM & Growth ABM

This data highlights how a significant amount of time can be wasted in the vetting process if you’re evaluating agencies who don’t support your ABM deployment model.

An example scenario:

You’re a new ABM leader at a $1B ARR company and are looking for an agency to help support your team’s Enterprise ABM deployment.

34% of B2B agencies with ABM capabilities don’t support Enterprise ABM.

This narrows down your list of potential agencies, and if you’re looking for a partner that solely focuses on this deployment model, only 9% will suffice.

(Source: The 2024 Strategy Guide and Landscape of B2B Agencies with ABM Capabilities)

💡 Choosing the Right ABM Agency Partner

In order to help ABM leaders build their shortlist of potential agency partners with confidence, we’ve built an Agency Marketplace.

Here you’ll find:

• Custom listings of B2B agencies with capabilities to support ABM in alphabetical order

• The insights to uncover each agency’s unique strengths and ABM deployment model coverage

• Our new 🏆 ForgeX Agency Accreditation Program will be launching soon

Disclosure: There is NO associated cost for an agency to be listed in our marketplace. We’re not a pay-to-play market research firm, and never will be.

📆 5-Weeks Out: ForgeX Heads to Austin, TX

We’re headed to Austin, TX on 9/6/24 for the first stop of our Account-Based Innovation Tour 🎉 

What to expect:

1. Learn modernized ABM research and innovative best practices that actually reflect the future of account-based GTM.

2. Network with +50 senior B2B leaders in structured roundtable discussions.

3. Gain real-world strategic and tactical takeaways from leading ABM programs that will immediately up-level your strategy.

P.S. stay tuned for our next 2 cities… 👀 

What’s New at ForgeX?

🌮 Events

Upcoming In-Person:

• Account-Based Innovation Tour - Request an Invite

  • City: Austin, TX

  • When: 9.6.24

  • Hosting Office: Miro

  • Our Sponsors:

    • Alcamo Marketing

    • Folloze

    • BuyerForesight

Upcoming Virtual:

• ABM in 2024: How It’s Changed

  • With:

    • Sam Viskovich, CMO @ UTTR

    • Alan Zhao, Cofounder & Head of Customers @ Warmly.ai

    • Marcos Sanchez, Growth Marketing @ Oscilar Inc

    • Davis Potter, CEO @ ForgeX

  • We’ll Discuss:

    • 👉 What ABM tools and technology are needed to have vs nice to have

    • 👉 How to build your account list, and run effective advertising campaigns to reach them

    • 👉 The different reporting methods and tools you can leverage to understand lift and ROI

🌮 Research & Insights

• Guide: Enterprise ABM & Growth ABM: Modernized Deployment Models

• Research Report: The 2024 Strategy Guide and Landscape of B2B Agencies with ABM Capabilities

• Agency Marketplace: Access Here

🌮 B2Beats Playlist

• 🎧 B2Beats Mix, Volume 1: Account-Based Innovation Tour Edition

Have an awesome rest of the week y’all!

LFG,

Davis