Summit 2018: Through the Video Lens This past week, the always-impressive research and consulting team from TOPO took center stage in San Francisco at the annual TOPO Summit. To view this video please consider upgrading to a web browser that supports HTML5 Video We are in the Golden Age of Revenue Can it be true? The key is to use these tools in a way that enables your people – your marketers and sellers – to do what humans do exceptionally well. And static, text-based content is being superseded by interactive content, visual experiences and video-based storytelling. A Dire Prediction for Sales Automation and A.I. And I whole-heartedly support this sentiment, at least as it relates to sales reps that are open to embracing technology to help them succeed. It’s about helping us identify the right buyers to connect with and to deliver the most relevant and timely message (or ‘story’, but I’ll get to that next). And at a time when we’ve oversaturated audiences with templated, impersonal text-based content, using video as a medium to deliver that message seems like a no-brainer. Storytelling is the New Messaging A third major trend that TOPO called out was the continued movement towards storytelling as a way of engaging buyers. Video, among other key tools and technologies, will thrive in this next era as we make business personal again.
Summit 2018: Through the Video Lens
This past week, the always-impressive research and consulting team from TOPO took center stage in San Francisco at the annual TOPO Summit. A two-day affair filled with exceptional content and interesting perspectives, it brought to light some seismic shifts that are occurring in how we approach B2B marketing and why there’s never been a better time to be in sales. What do the latest trends in B2B marketing and sales tell us about the future of video? Let’s rewind and replay what we saw at TOPO Summit through the video lens.
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We are in the Golden Age of Revenue
Can it be true? It was a bold statement to kick off the event, but a sentiment that we all needed to hear. While the B2B world gets more complex and competitive, the tools we have at our disposal to build high-performance businesses are nothing short of incredible. They open up radical opportunities for how we go to market, but what is critical at this time is how we choose to embrace these tools as agents of revenue and efficient growth.
The key is to use these tools in a way that enables your people – your marketers and sellers – to do what humans do exceptionally well. To connect, engage, empathize and relate to customers in ways that win their hearts and minds. We’re in the golden age of revenue not because “the bots” will take over and automate your sales funnel, but because they will free up your most valuable assets to get back to truly marketing and selling, and to do it at massive scale while preserving the personal touch.
Enter automation for handling common tasks, A.I. for better decision-making, machine learning for continuous optimization, social tools and chatbots for conversational marketing, and video for personalized last-mile communications. That’s the new revenue stack that we should all be excited about.
Marketing Gets Turned Inside Out
The TOPO team made it crystal clear that B2B marketing is getting turned inside out. The old world of lead generation where we over-rotated on forms and gates to “get to know” our prospects is transforming into conversational marketing. Clicks and likes are metrics of the past, being replaced by measures of engagement and intent. And…
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