Decoding Buyer Signals: Transforming GTM Strategies

At the Signal-Based Marketing Summit, Amber Bogie explores how buyer signals are transforming the world of GTM, and how we need to evolve with these market changes. She shares strategies, insights, and more.

"I think we overthink everything ... But that doesn’t remove the importance or the value that [buyer signals] can bring."

Key Insights:

  • The business world tends to overthink everything, including buyer signals. However, this doesn't diminish their importance. Ignoring buyer signals is akin to neglecting non-verbal cues, missing valuable insights into customer needs and desires.
  • The evolution of ABM is forcing marketers to think beyond departmental silos and collaborate across the business. This leads to a more mature and holistic approach to engaging with target accounts.
  • ABM is inherently connected to and operates within the broader framework of a GTM strategy. While a GTM strategy can exist without ABM, a successful ABM strategy requires a deep understanding of the overall GTM approach and its objectives.
Amber Bogie
Director, GTM & Account Based Innovation
GOTO

Amber Bogie is the Director of GTM & Account-Based Innovation at GoTo, she is dedicated to reshaping traditional marketing through progressive, rule-breaking approaches. With plenty of expertise in Growth Marketing, Account-Based Marketing (ABM & ABX), and Demand Generation, she collaborates with executive teams to drive organizational and revenue growth. Continuously learning and innovating, Amber implements strategies that boost product awareness, market share, and profitability.

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