TOPO Summit was another huge success in 2019, bringing together the sharpest Sales and Marketing minds in B2B.
Before we get into the ABM sessions, it’s worth reviewing the keynote from Scott Albro, TOPO Founder and CEO. Since TOPO is one of the top analyst firms, and they put out some of the best content, I’d be remiss not to include the keynote. Scott highlighted five key ideas that will make an impact in 2019 and beyond.
During his opening keynote, TOPO Founder and CEO Scott Albro put the spotlight on five big ideas his analyst and consulting team believes will make an impact on sales and marketing practices in 2019 and beyond. These themes really set the stage for the rest of the show:
- Customer experience: Commoditization of software is changing the game, so the customer experience is the key element that can set you apart from your competition, Customer experience is what sets companies apart.
- Go-to-market fit: There are two main ways to think about your go-to-market – ‘volume and velocity’ or “account-based.” Find which one your dominant go-to-market strategy is.
- B2B brand power: Building a strong brand presence is critical in today’s highly saturated market. Three elements that Albro recommends focusing on for brand are confidence, competence, and commitment.
- The data paradox: Having too much data can be a curse, so you must find the right balance of quality and quantity. TOPO recommends focusing on answering the questions “What data do you have access to?” “How do you get true insights?” and, most importantly, “How do you activate the data?”
- People, ideas and technology: The emphasis on people in modern organizations has not been underscored enough. You must think about how you’re designing your organization, culture and the entire employee lifecycle.
Ok, on to the takeaways from the Account Based track at TOPO.
Account-Based in <100 Days: The FullStory – Peter Herbert, CMO at FullStory
If you want to get your ABM programs running and delivering ROI, the #1 mantra to live by is to move “fast AF.” Focus on operationalizing ABM (though it’s the hardest part). When you’re building your target account list, you must use data. When it comes to messaging, targeted persona-relevant content is the key, and your SDR team is the most effective channel. All of this said, ABM and demand gen go hand in hand.
How We Built the ABM Charter – Perri Garner Director of Account Based Marketing at DocuSign
Coming into a new organization and implementing ABM from scratch is a monumental task. Perri shared her five steps to launch a full ABM strategy. 1) Identify priority accounts; 2) Map out the buying team; 3) Create the story; 4) Design the engagement plan; 5) Enable Sales to win. In the outreach phase, make certain that reps calling people who read your content… read it themselves first. And don’t forget brand awareness and air cover to go along with your demand and enablement plans!
2019 TOPO Account Based Benchmark – Eric Wittlake, Sr. Analyst at TOPO
Account-based strategies work. TOPO’s recent findings show that it can increase Average Contract Value (ACV) by 33% and achieves rates of 11% within your targeted accounts. ABM should be a core component of any modern marketing team’s strategy. But don’t forget about sales development, sales, and customer success – they are key stakeholders at the table as well.
Managing ABM On a Global Scale – Gemma Davies, Director, Global ABM Strategy at ServiceNow
Anything you do in the enterprise can take a long time, and implementing ABM is no exception. Start by building a roadmap, but don’t build it alone. Aligning your account-based strategy to your company’s strategic goals with all key stakeholders is key. Invest in the long term.
What It Takes to Build Scalable ABM Content – Danny Nail, Head of Global Account Based Marketing at SAP
We’ve heard this before, and we’re bound to hear it again, but Sales and marketing alignment is critical, especially at large organizations. If you want to create the best customer experience though, this is where you must start. Leverage content to build a bridge between Sales and Marketing. To roll this out to multi-national or global teams, think about creating a Centers of Excellence–which should evolve over time–to share best practices and keep everyone up to date.