The first step in any account based go-to-market program is to create a target account list. Whether based on a formal Ideal Customer Profile (ICP) or not, the target account list represents an organization’s definition of the best accounts and those most likely to become customers. But in reality, marketers really only communicate with a subset of the account list at any one time, and even struggle to cover the full list over the course of a year.
Marketers spend their time developing their marketing strategies, executing their orchestrated programs, and measuring their account based success, so they don’t have time to do the work required to keep up with all of the latest marketing technology trends. Marketing technology constantly undergoes rapid changes and that’s why TOPO analysts gather data, talk to companies, and watch the entire marketing landscape to discover the latest market trends.
The marketing technology stack supports every marketer’s strategy for how their organization goes to market. It is the collection of software tools that help marketers develop, enable, implement, and manage marketing programs that resonate with prospects and customers. Organizations often purchase technology as they need it, however, a tech stack should be built according to a plan with every component designed to serve a specific purpose. The tools interact with each other in ways that provide maximum efficiency.
Orchestration design is about creating high-intensity, short duration, high-impact programs designed to advance a select set of target accounts to a desired outcome. These marketing programs only succeed at meeting their objectives if they include the right tactics.
Marketers target the most important prospects with cross-functional plays designed to drive meetings, and frequently send a unique gift as the core of the orchestrated play. The hope is that the gift will stand out to the prospect and they will agree to a meeting. With 87% of top-performing account based organizations using meeting plays, that’s a lot of iPads, drones, and bottles of wine shipped to corporate executives. Corporate gift policies—and the sheer volume of such gifts—can limit a marketer’s ability to be effective with this approach.
The only thing growing faster than our clients revenue today is the change they face in order to sustain growth.
With our mission to help sales and marketing organizations grow revenue faster, we are excited to share that TOPO has agreed to be acquired by Gartner, the world’s leading research and advisory company.
Marketing organizations need to accurately track and measure results for account based and volume efforts separately, but require the ability to view them side-by-side. The world’s fastest-growing companies understand how all go-to-market (GTM) approaches contribute to revenue. Reviewing common metrics together demonstrates how account based and volume initiatives move through the sales process to generate results.
TOPO is excited to share that Summit 2020 will be April 23-24th, in San Francisco on the Embarcadero overlooking the waterfront. With over 86% of attendees expected to return, we are grateful for 5 years of ongoing support and are excited to welcome new attendees to make Summit 2020 the best yet!
Before joining TOPO as a Research Analyst, I was a marketing strategist at high growth B2B tech companies and always looking for ways to drive efficiency (more quality revenue with less effort). I usually did this by understanding and then intentionally breaking processes. I used industry research (including TOPO best practices!) in order to justify my gut decisions, which helped me maintain my credibility and drive results in the face of uncertainty.
Marketing teams look for ways to improve results with every program. Marketers can accomplish that goal with an orchestrated program that leverages multiple channels and functions to meet a specific objective for a specific list of target accounts. These programs do not replace existing always-on marketing programs—whether account based or demand generation—but instead create greater impact with stronger results, more focused messaging, and better calls-to-action.