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.

Send us any questions or topics we should break down here ⬇️

📊 Confirmed With Data: Why You Should Be Rethinking Your ABM Content Strategy

If you’re not heavily scrutinizing your ABM program’s content strategy in FY’24…………… 📞 this is your wake-up call.

Now, more than ever before, your buyers are spending an excess of time learning about you before they reach out or respond to your SDR’s personalized outreach.

Let’s break down a few stats that should keep you up at night.

First off,

This means that your thought leadership content and investment in brand should be so strong that your buyers already knew who you were.

Second,

Your buyers are almost ¾ of the way through the buying process when you finally get in touch. This should be setting off alarm bells that your content strategy needs to be air-tight as it most likely includes the core GTM touchpoints that will influence whether they actually do reach out.

Third,

Your buyers have essentially gone through 70% of their sales cycle without your sales team’s ability to influence what they should be aiming to purchase from a solution / service perspective.

Thankfully, we DO have control over all of the above.

This simply means that you, as the ABM leader, must curate a content strategy that:

1. Builds trust and cuts through the noise with effective thought leadership

2. Delivers clear product differentiation and a value proposition

3. Validates why the investment is worth it and ROI

All so that your target accounts are placing you top of mind throughout 70% of their buying journey.

📚 A New Way: The 3 Content Value Streams

We have clearly established above that 70% of the buying process is completed before your sales team speaks to potential buyers.

This is why it’s imperative that you lay out these 3 content value streams on a whiteboard and map out how your content strategy aligns to each.

1.) Thought Leadership

Why This Is Important:

• Thought leadership should not only be leveraged throughout the entire sales cycle, but is how you’ll stand out from your competitors and put your org top of mind.

Objective:

• Establish and reinforce trust while positioning your organization as an authoritative leader in the domain.

Buying Journey Relevance:

• Awareness, Consideration, Decision, Expansion

Examples Include:

• Guides

• Podcasts

• Thought Leadership Webinars

• Research Reports

• Academy

• LinkedIn Posts

2.) Product Education

Why This Is Important:

• Before your buyers hit the 70% number, they will be looking to learn more about your product. This content should teach them explicitly what you’ll help them solve, and how you do it in a unique way.

Objective:

• Effectively communicate the complexities, functionalities, and practical applications of your product.

Buying Journey Relevance:

• Consideration, Decision

Examples Include:

• Interactive Demos

• Product Webinars

• Buyer’s Guides

• Whitepapers

• Virtual Hands-on-Labs

• Pricing Guides

• Free Trial

3.) Investment Validation

Why This Is Important:

• Before your buyers hit the 70% number, they will want to understand what type of ROI your product or service will actually provide. In today’s economic climate, new costs are heavily scrutinized, so this will give them an idea as to whether it’s feasible for them to even consider you.

Objective:

• Demonstrate the financial and strategic value of your solution or services, emphasizing its potential for delivering a significant return on investment (ROI).

Buying Journey Relevance:

• Consideration, Decision

Examples Include:

• ROI Calculator

• Case Studies

• Custom Analyst ROI Reports

🎯 Give an ABM Benchmark Audit, Get Access to Our Full Benchmark Database

We are benchmarking the data and insights needed to answer the questions every B2B marketer, CXO, VC and board member is asking:

1. How are the leading account-based programs doing it?

2. How do we launch an account-based GTM strategy that actually drives revenue?

3. How does our program stack up against the industry leaders and what should we do to improve?

What’s New at ForgeX?

🌮 Events

On-Demand:

• 🎥 Building and Leading a Powerhouse ABM Team for Success

• 🎥 Leveraging Influencers & Creators to Drive Revenue in your ABM Program

• 🎥 Can we do ABM with HubSpot?

🌮 Research & Insights

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

• Agency Directory: Access here

• Guide: Evaluating ABM Platforms: What You Need To Know

• Guide: Starting ABM From The Trenches

Have an awesome rest of the week y’all!

LFG,

Davis