Spring 2025 Roundup | Accounts over leads & ecosystem over cold outbound
Highlights from my newsletters, templates, podcasts, and LinkedIn bookmarks over the past quarter | For paid MKT1 subscribers only
💎 This is a bonus, paid-subscriber only edition of MKT1 Newsletter to keep you up to date on the latest templates, events, and news. I now send these round-ups quarterly.
My thoughts on what marketers should be paying attention to right now…
The last couple months have been all about account-driven GTM here at MKT1. This is not a coincidence. In short, accounts are all the rage, and leads are not—and this shift is big enough and important enough that I dedicated 3 newsletters to the topic. If you haven’t had a chance to read them yet, start here.
Ecosystem marketing, which I covered in the fall, is the other massive shift you should pay attention to—that fewer people are talking about. Yet the strategy of using 3rd parties to grow is what’s driving some of the biggest marketing success stories of right now.
Both account-driven GTM and ecosystem marketing are results of the new AI-driven world—one is a product of AI, the other is a reaction to it.
Account-driven GTM is powered by AI and better access to data—it’s now possible to map your entire market, track account activity, and deliver the right message to the right person at the right time. If you don’t take advantage of this, savvier competitors will.
Ecosystem marketing, on the other hand, is a resistance to AI-generated everything. As content gets noisier and more generic, buyers want originality and credibility from people they trust. And with inbound in decline and outbound oversaturated, marketers are seeking new channels. Combine these 2 things, and it means turning to partners, creators, agencies, communities, and influencers to break through and drive growth is a winning strategy.