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TOPO Demand Generation Council #4 – A Recap

Last Friday, TOPO hosted the fourth meeting of our Demand Generation Council at the Rosewood Sand Hill in Menlo Park. Like other TOPO Council meetings, we focused on providing a forum for leading demand gen practitioners to learn from each other. Each Council features three speakers who share the processes, plays, organizational elements, and technologies they use to drive key revenue metrics. Demand Generation Council #4 attracted over 30 demand generation leaders who were interested in learning about different strategies and tactics. Once again, overall demand gen process, specific programs, and supporting technologies took center stage.

Some of the highlights from Demand Generation Council #4 include:

  • The Demand Generation Council attracted demand generation leaders from over 30 high growth companies.
  • Demand gen leaders from companies like NetApp, Apttus, DocuSign, and Intacct attended the event.
  • Our speakers were Anthony Kennada from Gainsight, Jason Seeba from Bloomreach, and TOPO Analyst Mike Wegbreit.
  • The Rosewood Sand Hill in Menlo Park, CA once again provided a world class, engaging venue.

Key Demand Generation Trends

The Council analyzed a number of interesting demand generation dynamics and trends. This particular event focused heavily on marketing technology, but also touched on the demand generation processes and programs that these technologies support.

Kennada

The conversation was wide-ranging, but highlights from the three speakers’ sessions included:

  1. Gainsight’s Anthony Kennada discussed how Gainsight has used marketing to punch above its weight class. He provided a fascinating, behind-the-scenes look at the company’s Pulse Conference. Inspired by Salesforce’s Dreamforce, Pulse is no longer just an event – it’s a movement that’s helping make customer success a de facto role at many high growth companies. Council members learned how organic growth (as opposed to paid acquisition) has been critical to the success of the Pulse Conference. Moreover, while Gainsight tracks conference revenues, the company measures its success tracking more strategic metrics such as attendee annual contract (ACV) compared to non-attendee ACV.
  2. Jason Seeba of Bloomreach lead an incredible teardown of the marketing technology stack that he’s built over the last few years. Incredibly, Jason looks at over 100 marketing and sales technologies every year. While Jason’s view of the market is broad and all-encompassing, he is the rare expert who is able to differentiate these technologies, and not just at a superficial level. In fact, Jason provided detailed analysis into specific programs he’s running such as his “eHarmony for Leads” program and his account-based marketing efforts. Council members
  3. TOPO Analyst Mike Wegbreit presented preliminary data and analysis from our upcoming Predictive Analytics Report. In response to the unwieldy nature of the predictive analytics market, Mike provided an overall framework for understanding the predictive analytics market that organizes various technologies and vendors into five different categories, ranging from targeting prospects to account management. He also discussed how to evaluate vendors, as well as the seven vendors that our data suggests belong on buyer shortlists. Look for the publication of this report in late June.

That’s just a portion of what the Demand Generation Council discussed. If you’re interested in attending an upcoming event, look for additional Councils throughout the summer, including:

  • Demand Generation Council #5 in Menlo Park, CA
  • Sales Development Council #6 in Menlo Park, CA
  • An exclusive event for inside sales leaders in San Francisco, CA

About the author:  Scott Albro is the CEO and founder of TOPO. TOPO is a research and advisory firm that helps sales and marketing grow faster. We do this by identifying the patterns, plays, and behaviors that drive exceptional revenue growth. It’s this data that helps our clients (some of the world’s fastest growing companies) enable their sales teams to drive more leads, higher conversion rates, larger average deal sizes, shorter sales cycles, and lower churn rates. The result? Our clients grow 2X faster than the competition.

  • Hey Scott,
    Great recap of the latest TOPO Demand Gen Council!

    Wanted to pick you and the speakers’ brains about these previous takeaways from our CEO Kyle Porter on Dan McDade’s book “The Truth About Leads.” http://bit.ly/1JHA6Iv

    What do you think are the biggest changes in demand and lead gen since the article was published?

    Appreciate your feedback!

    David Ahn
    @SalesLoft

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