Ali B.

I have a confession: I am a (former event) marketer who fears walking the expo floor at conferences. When I think about aimlessly cruising the long rows of booths, hoping to serendipitously learn about a solution that will change my (work) life, I want to turn my badge around and return to a comfy hotel bed. This isn’t because I don’t see value in what the businesses on the expo floor have to offer, but because I’ve gone to more conferences than I’d like to admit without a game plan.

That all changed last year when I read a post about the must-meet marketing vendors at an outrageously huge conference here in San Francisco (I’ll leave it to your imagination to guess which one). By mapping out the vendors that I wanted to speak with ahead of time-- along with physically locating their booths on the grid-- I moved through the expo floor quickly, had pointed, hard-hitting conversations with each company, and got out well before the first happy hour began (don’t worry, I still found a place to serve me beer).

I’m here today to pay-it-forward and share the expo floor vendors that should be on your list for next week’s TOPO Summit. If you’re building an ABM strategy in 2018, these folks can help get you where you want to be.

If you’re a marketer and you want to set yourself up for ABM success... By building your target account list (TAL) You’ve heard it before and you’ll hear it again: ABM can only work if you’re discovering and targeting the right audience. Mintigo’s Predictive Audiences and AI can not only predict performance and score your existing accounts based on factors such as deal size or propensity to close, but they can also identify valuable net new accounts through their integration with Marketo. If you’re having trouble honing in on the right targets for your ABM campaigns, spend some time with the folks at Mintigo. (Booth 27)

Via an intuitive CRM When it comes to your CRM, organization is everything. ProsperWorks is the #1 CRM for G-Suite, so if you’re a G-Suite user, you have pretty much no reason to leave your inbox and Drive. The platform eliminates manual data entry by consolidating all emails, files, and calendar events automatically, and it also manages lead follow-up to ensure no lead is left behind. Not to mention that the incredibly easy-to-use interface may look quite familiar… Learn more about streamlining your CRM at the show. (Booth 24)

If you’re a marketer and you want to actually execute ABM campaigns... With targeted ads Of course, I have to plug my company’s B2B Growth Platform, RollWorks . We officially launched last week as a new division of AdRoll Group, and our B2B customers are already reaping the benefits of 10+ years of proprietary data and performance advertising experience. Our product empowers marketers to impact revenue via targeted advertisements throughout the customer journey. Whether you’re targeting a Named Account List or have a loosely defined ICP, our platform allows you to find new contacts within the accounts that matter most to your business. From there, we connect with your MAP or CRM of choice (Marketo, Salesforce, HubSpot-- we got you) to serve ads to your known contacts and write impression, click, and conversion data back into your system (for easy reporting). Essentially, we find the people you want to speak to, and bring them to you efficiently. Be sure to roll by booth 8 to learn more from our outrageously good looking team (self-proclaimed).

With content If you’re not running webinars, it’s time to reevaluate your content strategy. The best place to start is with ON24 . While webinars may not initially strike you as a must-have for an ABM program, they provide a scalable way to distribute content to target accounts. For example, if you’re going after HR Managers at mid-size tech companies in San Francisco, you can craft hyper-specific content and promote via the channels where you know they spend their time-- LinkedIn groups, email, display ads, etc. Instead of focusing on large lead gen numbers, prioritize equipping your sales team to follow up with quality registrants, and turn those webinar views into meetings (and eventually closed business). We’ve seen tremendous success with ON24’s platform over the years and can attest to how webinars have helped accelerate our sales cycle. (Booth 7)

By ensuring leads are actually routing to your sales reps When your Salesforce instance is disorganized, leads get misrouted, fall through the cracks, and all hell breaks loose (kind of; depends on how mess it is in there). LeanData’s data management solution enables you to track your lead flow and configure as needed - without writing a line of code. Their algorithm matches leads to accounts effortlessly, taking the stress out of a bulk list upload. With our recent launch of RollWorks , we began using LeanData to organize our messy Salesforce instance, and we’ve already seen a decrease in dupes and an increase in routing efficiency. We’re most excited about their ability to measure campaign influence on deals and better understand our customer journey as a result. If, like us, you’re struggling with lead routing, LeanData’s team is your best bet. (Booth 22)

If you’re a marketer and you want to report and show your impact… On accounts that matter Once your ABM campaigns are up and running, your next step should be reporting and understanding engagement so you can iterate (or pivot). Engagio’s marketing orchestration software enables you to measure both marketing and sales’ engagement on your target account list, helping you to truly understand each team’s impact. As a marketer, the platform allows me to compare the effectiveness of each marketing campaign as it relates to our TAL (did our recent content blitz impact 50% of our TAL via a form fill from a contact at those companies?). It also shows our sales team the contacts and accounts that have been active recently (visiting our website, downloading content, etc.) so they can prioritize their daily follow-up. We’re still ramping up with Engagio, but we are definitely excited about this newest addition to our marketing stack. (Booth 25)

If you’re in sales and you want to prospect as effectively as possible by... Getting in front of the right people Automation makes the world go ‘round, and that’s especially true with DiscoverOrg’s sales intelligence solution. Aggregating data from technology, tools, integrations, and verifying its accuracy by actual people , DiscoverOrg can provide the essential information your sales team needs to get the right contacts and decision makers at your key accounts, including names, positions, areas of responsibility, and phone numbers. Each record is revisited and refreshed every 60 days, completely removing the manual task of researching prospects. Your team will thank you for giving them the time back to focus on other tasks, like crafting personalized outreach sequences. (Booth 2)

Tracking and testing your email correspondences Crafting the perfect message to a prospect is hard enough, so YesWare’s email tracking solution consolidates the data you need to make better decisions when prospecting. The platform tells you who is opening messages in real-time so you can take an informed next step, while also automating processes such as delayed email sends and A/B testing. So if your sellers are struggling with email performance, stop by YesWare’s booth and learn how they can help. (Booth 21)

If you’re in sales and you want to improve the quality of your meetings... By sharing best practices with teammates Chorus.ai ’s solution can record, transcribe, and provide summaries of your sales meetings in real-time. It instantly identifies important discussion topics and next steps and allows sellers to immediately share recordings and meeting insights with the rest of your team. At RollWorks, our sales team consistently iterates and improves their pitch and demo by looking at KPIs such as talk-to-listen-ratio and identifying conversation trends. If you’re looking for ways to improve your sales team’s calls and create dialogue on best practices, we highly recommend chatting with the team at Chorus. (Booth 9)

By aggregating your most up-to-date information in one place While it has a myriad of use cases for customer support, sales, and marketing teams, at RollWorks we mostly use Guru’s knowledge management system as a wiki that stores all information about our solution. This makes assets such as webinars, blog posts, and product-specific demo videos easily accessible by a simple keyword search. So instead of storing all this information in their head and being subject to inconsistencies across team members, your reps can confidently rely on Guru to provide the most up-to-date information in real-time. (Booth 29)

The expo floor can be a noisy place, but with a game plan you can efficiently speak to the vendors that will set your marketing stack up for ABM success. If you’ve made it to the end of this post, I hope that you will swing by booth 8 and say “hi” during next week’s TOPO Summit. Good luck out there!

Ali B.

San Francisco, California, United States 2K followers 500+ connections

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