Seats are limited. Register now!

Get the Blueprint for Account-Based Success

Learn how to optimize your go-to-market strategy for precision and impact. This workshop is your opportunity to dive deep into account-based marketing with strategies grounded in solid data and real-world applications.

Here’s what’s in store:

• Research-Backed Frameworks: Learn how ForgeX’s revolutionary models are transforming account-based marketing.
• The Account-Based Arrow: Leave MQLs behind and adopt a unified data model to drive performance.
• The Account-Based GTM Architecture: Follow a step-by-step guide to designing, optimizing, and scaling your GTM strategy.

Unlock revenue growth with the Account-Based GTM Certification Workshop.

Event Details: 

Date: Monday, February 24, 2025
Time: 9:30 AM – 12:30 PM MT
Location: The Phoenician, Scottsdale, AZ
Discount: Use code 25MXwPlat4 for 25% off your pass!

Real Insights. Real Transformation.

Not your typical workshop. Learn actionable strategies enriched by ForgeX’s comprehensive benchmarking database and years of expertise. We’re cutting straight to what works, designed for B2B marketers and demand generation professionals ready to make bold moves.

What makes this workshop different?

• Hands-on learning: Walk through a practical playbook for aligning your teams and achieving your goals.
• Proven systems: Learn proven frameworks built for measurable results, not just theory.
• Exclusive expertise: Get advice from ForgeX and Demandbase experts who’ve been there, done that.

Frequently Asked Questions

Who should attend this workshop?

B2B marketers, demand generation professionals, and GTM leaders looking to modernize their strategies and achieve measurable results.

What will I gain from this certification?

You’ll gain actionable expertise, certification in modern account-based GTM strategies, and the confidence to implement systems that grow revenue and align your teams.

Is there a discount available?

Yes! Use code 25MXwPlat4 for 25% off your registration.

What if I’m just starting my ABM strategy?

Perfect! This workshop is designed to help both beginners and professionals refine and accelerate their strategies with proven methods.

What’s included in the certification?

You’ll leave with hands-on experience with ForgeX frameworks, a certificate of completion, and a toolkit that will help you align your teams and scale success.

The post Get Account-Based GTM Certified at B2BMX West appeared first on Demandbase.

Sushi, sake and scaling revenue

Real talk. Curated sake. Great cuisine. Let’s skip the boring presentations and focus on what matters. This is for CMOs, RevOps, and MOPs leaders ready to start real conversations. Here’s what’s on the menu (besides Nobu’s black cod miso):

• Big ideas, bigger connections. Swap strategies with leaders from high-growth orgs.
• Fresh insights, no slides. Tackle real challenges and learn what’s working now.
• Your kind of people. Meet and network with the brightest minds in RevOps and MOPs.
• Serious food, casual vibes. It’s a night for fun, not formality.

Event Details

Location: Nobu Palo Alto
Date: Thursday, Feb 20, 2025
Time: 5:00 PM – 7:00 PM PT

Seats are limited. RSVP Now to secure your spot.

What to expect at Nobu Palo Alto (special sake tasting included)

Call it a much-needed reset with people who speak your language. Nobu Palo Alto is the perfect place to connect and collaborate.

• Premium sake tasting with standout selections from Hokusetsu Sake.
• Menu blending Japanese and Peruvian flavors, including Nobu classics like rock shrimp tempura and yellowtail jalapeño. Don’t sleep on the hot croissant pudding.
• Modern, stylish setting—with a patio—where you can relax and talk shop.

See you at Nobu Palo Alto! 

The post The Mo’ Money Mo’ Ops Tour Kickoff at Nobu Palo Alto appeared first on Demandbase.

Why Attend?

• Refine Your Marketing Strategy: Learn to align your teams and focus on the accounts that matter most.
• Data-Driven Insights: Master intent data to optimise your campaigns and budgets.
• Proven ABM Frameworks: Take away actionable strategies for immediate impact.

Agenda

• 8:30 AM: Registration and Breakfast
• 9:15 AM: Workshop Begins
• 11:30 AM: Event Close

Location: Haymarket Hotel, 1 Suffolk Place, London, SW1Y 4HX

The post Revenue Rise: Start 2025 Strong with Account-Based Strategies appeared first on Demandbase.

Join Demandbase and TrustRadius for an exclusive deep dive into how intent signals can transform your account-based marketing strategy across every stage of the funnel.

This webinar will unravel the mystery of intent signals, providing actionable insights that bridge the gap between potential and conversion. We’ll break down real-world strategies for:

• Top of Funnel: Identifying and engaging accounts showing early-stage research signals
• Middle of Funnel: Nurturing prospects with precision-targeted content and messaging
• Bottom of Funnel: Accelerating sales opportunities through hyper-relevant engagement

You’ll walk away with a tactical playbook for leveraging intent data to drive more predictable, efficient, and effective B2B marketing outcomes.

Event Details

Date: Thursday, January 16, 2024
Time: 9 AM PT / 12 PM ET

Don’t miss this opportunity to transform how you understand, target, and convert your most promising accounts.

The post Decoding Intent Signals to Supercharge Your ABM Strategy Webinar appeared first on Demandbase.

Transitioning from small-scale pilot programs to enterprise-wide ABM campaigns can feel overwhelming—but it doesn’t have to be. Join us for an exclusive webinar where we’ll break down the process and provide actionable insights to help you:

• Expand ABM across your organization with proven frameworks and strategies.
• Align marketing and sales teams for maximum impact.
• Leverage data and technology to identify high-value accounts and drive engagement.
• Measure success at scale with metrics that matter to your business.

Event Details

Date: Thursday 23rd January

Time: 2:00 PM GMT

What You’ll Learn

This session is designed for B2B marketers and sales leaders looking to maximise ROI and achieve measurable growth with ABM. You’ll gain:

• Practical guidance on scaling ABM beyond the pilot stage.
• Real-world examples from organisations successfully implementing enterprise-wide ABM.
• Expert tips on overcoming common scaling challenges, from resource allocation to technology adoption.

Don’t miss this opportunity to take your ABM strategy from good to great. Whether you’re just starting with ABM or looking to expand, this webinar is your roadmap to success.

The post Unlock the Power of ABM at Scale Webinar appeared first on Demandbase.

Jeremy Schwartz is the Sr. Manager of Global Lead Management & Strategy at Palo Alto Networks. He is a seasoned Global RevOps Marketing Leader with over 25 years of experience driving growth and innovation for B2B organizations. Renowned for pioneering strategic buying group models, Jeremy specializes in optimizing demand generation and lead management to deliver measurable results. His expertise lies in architecting large-scale, integrated campaigns that enhance visibility, engagement, and revenue. Committed to fostering collaboration, Jeremy aligns marketing and sales to achieve operational harmony and shared objectives. By leveraging data-driven insights, he transforms complex challenges into strategic growth opportunities, creating long-term business impact and scalable success.

Connect with Jeremy

Key takeaways

• Traditional MQL models lead to inefficiencies like low conversion rates, wasted resources, and engagement with low-priority contacts. Jeremy explains how these models fail to identify real opportunities within accounts.
• Jeremy describes buying groups as the next evolution in ABM, focusing on identifying multiple stakeholders within an account and targeting them collectively to improve opportunity creation.
• First-, second- and third-party intent signals are critical to identifying active buying groups within accounts. Understanding these signals allows for better allocation of resources and more targeted marketing and sales efforts.
• Jeremy outlines how buying groups allow both marketing and sales to work together by using personalized tactics for different stakeholders, creating a seamless activation process.
• By analyzing historical data, companies can identify key personas involved in successful deals and tailor their outreach to align with the needs of similar stakeholders in the future.
• Jeremy highlights the importance of tools like Demandbase, LeanData, Marketo, and custom-built applications for implementing and scaling buying group strategies effectively.
• Jeremy predicts that buying group adoption will accelerate, and technology will evolve to better support this motion, offering enhanced tools for targeting and collaboration.
• The successful adoption of buying groups requires an iterative approach that starts with manual processes, develops clear workflows, and eventually integrates technology to scale.

Quotes

On Identifying Buying Groups:

“Being able to see who’s in a buying group and understanding their personas is the first step to transforming your account-based strategy.”

On Optimizing Resources Based on Signals:

“Don’t spend money where you see low or no engagement. When you see a high signal account, throw everything, including the kitchen sink, at it.”

Highlights from this episode

Can you share your background and how it shapes your approach?

Jeremy shared his extensive career journey, which spans roles in design, sales, project management, and marketing operations. He explained how this diverse experience gives him a unique perspective on challenges faced by various teams, allowing him to communicate effectively and drive better outcomes. He emphasized that his current role at Palo Alto Networks as a Global Lead Management Strategy Leader enables him to integrate these experiences to improve marketing and sales alignment.

What challenges do traditional MQL-based models present?

Jeremy highlighted the inefficiencies of traditional MQL-based models, such as low conversion rates, wasted resources, and misaligned metrics. He explained how these models often focus on individual leads rather than broader account-level insights, leading to poor-quality leads being passed to sales. He also described the “second lead syndrome,” where leads are generated for accounts already engaged, resulting in wasted efforts and miscounted marketing influence.

How do buying groups address these challenges?

He explained that buying groups are more aligned with the reality of B2B sales, where decisions involve multiple stakeholders. By identifying and targeting these groups instead of individual leads, organizations can significantly improve opportunity creation, deal sizes, and win rates. Buying groups enable both marketing and sales teams to focus on the right personas and roles within an account, ensuring more precise engagement.

How can intent signals improve targeting?

Jeremy emphasized the importance of leveraging first-, second-, and third-party signals to identify active accounts and stakeholders. These signals provide actionable insights into where accounts are in their buying journey and what products they are interested in. For example, he shared how his team uses data from sources like G2, TechTarget, and Demandbase to determine when to engage an account and tailor their approach.

How do you align sales and marketing using buying groups?

He described the integration of marketing and sales tactics, such as using marketing automation to activate campaigns and sending pre-MQL leads to sales for multi-threaded engagement. Jeremy stressed the importance of personalization in outreach, such as referencing other team member’s involvement in a deal to create more authentic and impactful conversations.

What tools and technology are essential for implementing buying groups?

Jeremy listed tools like Demandbase for identifying intent signals, LeanData for account-to-contact matching, Marketo for automation, and Tableau for reporting. He also explained how his team developed a custom buying group app to track and activate buying group signals. These tools work together to provide a cohesive system for managing buying group strategies.

What steps are required to successfully scale a buying group strategy?

He advocated for starting small, with manual processes to refine workflows before automating them through technology. By first gaining buy-in from sales teams and ensuring alignment, organizations can scale more effectively. Jeremy also highlighted the importance of enabling sales teams to understand and manage buying groups, ensuring a smooth transition to the new approach.

What are your predictions for the future of marketing in 2025?

Jeremy predicted that buying groups would continue to gain traction as organizations recognize their effectiveness in driving revenue. He also foresaw the development of new technologies designed specifically to support buying group strategies, making it easier for companies to implement and scale these approaches.

Resource recommendations

Communities:

• Buying group members (LinkedIn community):  A community dedicated to discussions and insights on buying group models in B2B marketing. He recommends this group for professionals seeking to deepen their understanding of buying groups and to engage with industry experts.

Shout-outs

• Terry Flaherty, VP, Principal Analyst. Demand Services at Forrester: Jeremy praised Terry for his thought leadership in the shift from MQLs to opportunity-centric and buying group models. He highlighted Terry’s insights into improving marketing and sales alignment and his ability to articulate the next big shifts in B2B marketing.
• Jessica Kao, Senior Director, Marketing Operations and Martech at Cloudflare: Jeremy recommended Jessica for her wealth of information on buying group strategies and highlighted her ability to translate complex ideas into actionable insights.

The post Buying Groups: The Next Seismic Shift in ABM appeared first on Demandbase.

Join Demandbase on Feb 3rd to watch Justin Timberlake at the Moody Center. Enjoy a night of networking and fun with fellow marketing and sales professionals.

Let’s sing our hearts out, enjoy the show and make some new connections.

Event Details

Date: Monday, February  3, 2025

Time: 7:30pm

Location: Moody Center – Austin, TX

Tickets: Shared closer to the event

Why Attend?

• Make new connections in an ideal networking environment
• Food and Drinks on us!
• Take a break from the endless presentations and enjoy a night out. No slide decks allowed!

Who’s Attending

B2B Marketing, Sales and RevOps Leaders

The post It’s Gonna Be YOU! Justin Timberlake Concert appeared first on Demandbase.