On September 13th and 14th we held the second annual Growth Acceleration Summit in Boston, MA. The best and brightest in the B2B world came together to give talks, facilitate workshops, and network.
All in all, it was a great success! For those who weren’t able to attend, we compiled the top 25 must-tweet moments. Check it out:
“Technology is not a strategy! Find a strategy and process before investing in software.”- Patrice Greene and Trish Bertuzzi
This quote comes from Trish Bertuzzi and Patrice Greene’s presentation, Sales, Marketing, & Account-Based Revenue: A B2B Love Story. During this session, Trish and Patrice used role play to walk through tough scenarios executives often face when implementing an account-based strategy.
Attendees learned account-based marketing isn’t necessarily a marketing strategy, it’s a joining of strategies that results in account-based revenue. This particular quote shows that too often, companies place the focus on technology, when they should be focusing on strategy first.
“The person who invented the ship also invented the shipwreck.” –Seth Godin
This quote comes from keynote speaker, Seth Godin popular author and entrepreneur. Seth’s presentation was energetic and inspiring—covering a wide range of topics from systems, purple cows, ideas that spread, and doing work that matters. Seth’s presentation was full of tweetable moments.
This quote goes hand-in-hand with the next quote, also from Seth.
“Art is what happens when you do something that might not work.”- Seth Godin
“If we embrace our constraints we can scale our results based on results instead of trends.” –Jay Acunzo
This quote comes from Jay Acunzo’s presentation, Be the Exception: How Brilliant Marketers Find and Follow What Makes Their Stories Different in a World Full of Average Content.
This particular quote highlights the importance of constraints. We usually have them when it comes to creative projects, so why not embrace them? Most of the time, without constraints, we have too many options to come up with great ideas. Constraints allow you to focus.
“As much of a problem as ‘yes’ is, you’ll be surprised by what people are willing to say no to.” –Chris Voss
Former FBI agent and hostage negotiator Chris Voss said this as part of his presentation, This is Classified: FBI Secrets for Better Sales and Marketing Communication. His point? People never want to say yes, and always want to say no. Instead of asking ‘Will you buy my product?’ Ask, ‘Is it ridiculous to ask you to buy my product?’
“ Guess. Test. Guess better.” –Joe Chernov
Summit speaker Joe Chernov gave a presentation titled, What they Didn’t Teach You in ABM School. And while this particular quote was applied to ABM, we can’t help but apply it to all marketing efforts. Make more informed decisions about the work you’re doing.
“I learn so much more about a marketer from their digital footprint- more so than from their resume.” – Mike Volpe
Summit speaker Mike Volpe conducted a session titled, Dare to be Great: How to Build a World-Class Marketing Team. This was just one of many valuable insights Mike provided—more below!
“The only way to add value is to be valuable.” –Jeb Blount
Jeb Blount from SalesGravy gave a presentation titled, Sales EQ: Sales-Specific Emotional Intelligence and the 5 Traits of Ultra-High Performers. And while Jeb was speaking specifically to sales, his sentiment can be echoed across every aspect of your business.
There’s no way to fake value. Take the time to create something valuable.
“Sowubana means ‘I see you.’ That’s all your customers really want, to be seen.” – Seth Godin
Here’s another good one from Seth Godin. Your customers don’t want to be sold to. They want to know you truly see them and understand their problems.
“We focus on reach. We need to focus on resonance.” –Jay Acunzo
What good is it to reach millions of people, if your marketing efforts don’t resonate with a single person? Jay Acunzo used his presentation to stress the importance of resonance over reach.
“’I understand’ does no one any good.” –Chris Voss
We love this quote from Chris Voss. It can be so tempting to appease a customer or prospect by telling them, ‘I understand’. But really, that doesn’t help anyone unless you can solve their problem. Instead, demonstrate how you’re going get them what they need.
“Bad data is an extinction-level event.” – Joe Chernov
Now here’s a quote we can get on board with! We regularly warn our readers about the dangers of bad data so it’s nice to hear it from another industry expert. Though Joe was specifically referring to ABM, this quote applies to every aspect of your business. Learn more about the impact of bad data, here:
- 36 B2B Data Statistics: The Effect of Dirty Data on ROI.
- 4 Signs Your B2B Database Needs Help
- Data Decay: Is Your B2B Database Full of Bad Apples?
“Hiring Tip: Keep a list of the top 10-30 marketers you think are A+ players and nurture (or stalk) them.” –Mike Volpe
Mike Volpe on building a world-class marketing team!
“The funnel ultimately needs to be turned into a megaphone, with your customers marketing for you.” –Seth Godin
Seth wants you to tip your sales funnel on its side. Create a remarkable product, something worth remarking on and your customers will do your work for you.
“Make creativity seem logical instead of lofty.” –Jay Acunzo
We love this quote from Jay. Too often we set ourselves up for failure by thinking too big. While we want to do the best possible work, it’s also important that the work you’re doing make sense.
Think outside the box, but make sure what you’re doing makes sense.
“If you want sales to climb on board, your first go at ABM must be a success.” – Joe Chernov
In his session, Joe Chernov warned the audience that they’d have to prove their worth to sales when they first start with ABM. If you want to learn more about ABM, we’ve covered the topic a few times. Check out some of our posts:
- Three Obstacles Keeping You from ABM Success
- What we learned: 4 Takeaways from a Successful Data-Driven Account Based Marketing Campaign
- The Secret’s Out—Account Based Marketing Isn’t Just a Trend
Speaking of ABM, Joe wasn’t the only speaker to cover the topic. Check out our next quote.
“ABM is when sales and marketing jointly obsess over customer experience.” – Laura Ramos
“Don’t make average products for average people. Begin at the edges” – Seth Godin
This one speaks for itself!
“When we question conventional thinking using our own context, we make better decisions faster.” – Jay Acunzo
When considering industry best practices, view expert advice through your own filter. Use your own experiences and knowledge to make decisions and adjust common strategies.
“Treat different people differently. For the first time in history we can do this at scale.” –Seth Godin
Technology has enabled personalization on a large scale. Use this to your advantage!
“Are we spending more time learning about marketing or learning about our customers?” –Jay Acunzo
Another excellent point from Jay. There is an abundance of information about marketing on the internet—but it’s time to stop Googling. Trust your own intuition and consider what really matters to your customer.
Which leads us to our next quote from Jay.
“Spend more time thinking for yourself rather than following best practices. Don’t aspire to be average.” – Jay Acunzo
“The average consumer online has the attention span of a goldfish. We have to figure out how to engage them.” – Seth Godin
“What we get to do for a living, as marketers, is tell stories.” –Seth Godin
During his presentation, Seth stressed the importance of storytelling. We couldn’t agree more. In fact, we’ve covered the topic a few times. Check out the following blog posts to see our take: The B2B Marketer’s Guide to Storytelling and B2B Brand Storytelling: A Q&A.
“Customers don’t think they have a problem. If they did, they would have already Googled you.” –Seth Godin
If this wasn’t enough inspiration for you, we have more tweetable moments coming! Stay tuned. For more information about growing your B2B sales and marketing efforts, contact ZoomInfo today!