Account Based Marketing: The Definitive Guide

Account-based marketing (ABM) is the hottest topic in B2B marketing. While the hype around ABM can seem overwhelming, in reality, less than 20% of companies are running mature account based marketing programs. Marketers name various obstacles when it comes to getting started, including lack of resources, strategy, and technology. The fact that account based is so nascent makes it hard for marketers to just get started – lack of confidence in the strategy, second guessing technology options, and often struggling to secure the resources required to make account based marketing work.

Top Trends from TOPO Summit Sponsors – Sales and Marketing Alignment & Marketing and Sales Development Orchestration

We surveyed our sponsors for TOPO Summit 2018 and asked them to identify three trends their companies are following in 2018.  Based on those responses, we will be publishing a series of blog posts over the next several weeks, categorizing their thoughts into six themes: AI and Data, Everything Account-Based, Content and Experience, Sales and Marketing Alignment, Marketing and Sales Development Orchestration, and Sales Focused.

Want to hear more from these companies? Be sure to meet with them at TOPO Summit, where these topics, and more, will be covered by our speakers and our sponsors.

Top Trends From TOPO Summit Sponsors – Content and Experience

We surveyed our sponsors for TOPO Summit 2018 and asked them to identify three trends their companies are following in 2018.  Based on those responses, we will be publishing a series of blog posts over the next several weeks, categorizing their thoughts into six themes: AI and Data, Everything Account-Based, Content and Experience, Sales and Marketing Alignment, Marketing and Sales Development Orchestration, and Sales Focused.

Want to hear more from these companies? Be sure to meet with them at TOPO Summit, where these topics, and more, will be covered by our speakers and our sponsors.

Top Trends from TOPO Summit Sponsors – AI & Data

We surveyed our sponsors for TOPO Summit 2018 and asked them to identify three trends their companies are following in 2018.  Based on those responses, we will be publishing a series of blog posts over the next several weeks, categorizing their thoughts into six themes: AI and Data, Everything Account-Based, Content and Experience, Sales and Marketing Alignment, Marketing and Sales Development Orchestration, and Sales Focused.

Want to hear more from these companies? Be sure to meet with them at TOPO Summit, where these topics, and more, will be covered by our speakers and our sponsors.

Top Trends from TOPO Summit Sponsors – All Things Sales

We surveyed our sponsors for TOPO Summit 2018 and asked them to identify three trends their companies are following in 2018. Based on those responses, we will be publishing a series of blog posts over the next several weeks, categorizing their thoughts into six themes: AI and Data, Everything Account-Based, Content and Experience, Sales and Marketing Alignment, Marketing and Sales Development Orchestration, and Sales Focused.

Want to hear more from these companies? Be sure to meet with them at TOPO Summit, where these topics, and more, will be covered by our speakers and our sponsors.

4 Best Practices for Sales Demo Success

The sales demo, or product demonstration, is a critical piece of the sales process—and it’s easier than ever to deliver via a variety of channels, such as video or a web conference. A demo can mean the difference between closing a deal and losing a prospect.

The Age of Multi-Channel Prospecting: Despite the Hype, Nothing is “Dead”

Every day on LinkedIn there is a post with a long comment string discussing how some prospecting methodology is “dead” –  cold-calling, social-selling, etc. These provocative arguments dominate our LinkedIn feed. It’s understandable because cracking the code of prospecting in today’s world is the holy grail. The real message here is that prospecting is hard and many techniques in isolation are frustratingly inefficient and ineffective.

Top Trends from TOPO Summit Sponsors – Sales Development and Sales Enablement

We surveyed our sponsors for TOPO Summit 2017 and asked them to identify three trends their companies are following in 2017.  Based on those responses, we will be publishing a series of blog posts over the next several weeks, categorizing their thoughts into five themes: Account-Based, Sales Development, Data, Tech Stack, and Sales Enablement.

5 New Account-Based Metrics

Last week marked my one year anniversary at TOPO. For most of that time, my work has involved helping companies transition to account-based go-to-market strategies. I’ve observed that people within these companies bring diverse perspectives on what account-based is, what it does, and what it means. That diversity is actually important to preserve, and even embrace. Based on functional roles, the way account-based programs are designed and executed will vary. The diversity of perspectives makes marketing and sales outreach more compelling and engaging.

TOPO Sales Council #4 – A Recap

Sales leaders from the Bay Area’s fastest growing companies once again gathered last Friday for TOPO’s fourth Sales Council. These Councils offer a unique forum for sales leaders from high growth companies to learn from each other and share best practices. Each Council features three speakers who share the processes, plays, organizational elements, and technologies they use to drive key revenue metrics.