#B2BSMX Recap: Go-To-Market Improvement Takes Center Stage In Boston

The Demand Gen Report team could not be happier to be at the B2B Sales & Marketing Exchange (#B2BSMX) live in Boston! We’ve spent the past two days mingling with marketing and sales experts and attending multiple session across four dedicated content tracks: Profitable Partnerships, Demand Gen Summit, Revenue Operations and FlipMyFunnel.

The first day of #B2BSMX featured a series of intimate Workshops, Case Studies and a Keynote that covered everything from leveraging existing partner programs to data hygiene and quality, all with a focus on account-based marketing (ABM), go-to-market (GTM) strategies and the elimination of siloes. Throughout the sessions, the speakers took a stance of pointing common issues teams face while providing actionable insights into how to combat them.

Experts from B2B Fusion, Printfection, Inverta, 6sense, Reltio, Bombora, Kazoo and much more hosted intimate, hands-on Workshops and Case Study sessions that provided attendees and practitioners with real-world examples and actionable advice that they can immediately apply into their existing strategies. A key focus of the event revolved around GTM and the role ICPs play in structuring strategies.

Kicking off the GTM trend was Gartner’s Craig Rosenberg, with his opening keynote “How 2020 Strengthened Collective Revenue Generation For High-Performing B2B Brands.” He explained that one of biggest changes for organizations was the renewed focus on ICPs, which have quickly found their place as a cornerstone of marketing campaigns. According to Rosenberg, marketers and salespeople in 2021 are focused on their ICPs to find best-fit accounts, while adopting data-driven GTM strategies that allow them prioritize accounts for more meaningful engagement.

“It’s not enough anymore to just go, ‘Yeah, we sell to these companies over here and regular employees,’ because it just doesn't turn,” said Rosenberg. “The revelation wasn't just how you can identify target-fit accounts with the ideal customer, it was our ability to prioritize. Now we have data that tells us a plan and how to engage, not just to plan in general.”