---
title: "#FlipMyFunnel: Account Based Success Stories - HubSpot Agency"
description: "Craig Rosenberg of TOPO talks about account based success: Start aligning on the target list, develop authentic messaging, and use account-centric metrics."
---

[Blog - Digital Marketing Agency, Niswey ](https://www.niswey.com/blog)

# [#FlipMyFunnel: Account Based Success Stories - HubSpot Agency](https://www.niswey.com/blog/flipmyfunnel-account-based-success-stories)

 Written by [Suma EP](https://www.niswey.com/blog/author/suma-ep) | Aug 8, 2018 11:58:22 PM

What are the key steps for Account-Based Success? That’s the topic on which Craig Rosenberg, Chief Analyst, TOPO spoke at #FlipMyFunnel 2018.

> Account-based success stories from the real world is what it’s all about. Great to hear from [@funnelholic](https://twitter.com/funnelholic?ref_src=twsrc%5Etfw) at [@topohq](https://twitter.com/topohq?ref_src=twsrc%5Etfw) and [@SolfromBrooklyn](https://twitter.com/SolfromBrooklyn?ref_src=twsrc%5Etfw) [@TravisDrobbin](https://twitter.com/TravisDrobbin?ref_src=twsrc%5Etfw) from [@Conductor](https://twitter.com/Conductor?ref_src=twsrc%5Etfw). [#FlipMyFunnel](https://twitter.com/hashtag/FlipMyFunnel?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/RA5bcM8trM](https://t.co/RA5bcM8trM)
> 
> — Terminus (@Terminus) [August 8, 2018](https://twitter.com/Terminus/status/1027251827484647425?ref_src=twsrc%5Etfw)

Call it account based marketing or sales or success or everything. But it has to have 5 key things: Target high value accounts; Run intelligence-driven programs; Enable valuable and authentic buyer experiences; Orchestrate high frequency/high effort outreach; and Account centric measurement.

> “Call it anything you want” [@funnelholic](https://twitter.com/funnelholic?ref_src=twsrc%5Etfw) says about account based whatever, as long as it looks like this: [#flipmyfunnel](https://twitter.com/hashtag/flipmyfunnel?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/ymB0aIcnvR](https://t.co/ymB0aIcnvR)
> 
> — Katie Martell (@KatieMartell) [August 8, 2018](https://twitter.com/KatieMartell/status/1027250179228004352?ref_src=twsrc%5Etfw)

It’s not enough to get the purchase order, focus on lifetime value.

> ABM doesn’t end after the PO – find the expansion opportunities and build a full ABM customer lifecycle process. Yasss! [#FlipMyFunnel](https://twitter.com/hashtag/FlipMyFunnel?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/SR3nSxctX7](https://t.co/SR3nSxctX7)
> 
> — Carley Oberdoerster (@Carls_Burgs) [August 8, 2018](https://twitter.com/Carls_Burgs/status/1027251321156657155?ref_src=twsrc%5Etfw)

Things look hard. But they don’t have to be, but they will take time.

> “As an industry we’ve freaked people out about how difficult [#ABM](https://twitter.com/hashtag/ABM?src=hash&ref_src=twsrc%5Etfw) outreach is — in reality it’s very manageable” says [@funnelholic](https://twitter.com/funnelholic?ref_src=twsrc%5Etfw) — ex: mapping it out on whiteboard [#FlipMyFunnel](https://twitter.com/hashtag/FlipMyFunnel?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/Vxz6bp7RgW](https://t.co/Vxz6bp7RgW)
> 
> — Katie Martell (@KatieMartell) [August 8, 2018](https://twitter.com/KatieMartell/status/1027253275337338881?ref_src=twsrc%5Etfw)

> That is just between 12 months! [#flipmyfunnel](https://twitter.com/hashtag/flipmyfunnel?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/bWF8cOsLOg](https://t.co/bWF8cOsLOg)
> 
> — Abhinav Sahai (@AbhinavSahai) [August 8, 2018](https://twitter.com/AbhinavSahai/status/1027251117145710592?ref_src=twsrc%5Etfw)

Craig’s co-presenters, Sol Wenrich and Travis Dobbin, from Conductor talked about their Account based success story.

> “Every campaign we work with sales and ask ‘what is important to these people or these accounts’ and create campaigns off of that.” [@SolfromBrooklyn](https://twitter.com/SolfromBrooklyn?ref_src=twsrc%5Etfw) and [@TravisDrobbin](https://twitter.com/TravisDrobbin?ref_src=twsrc%5Etfw) on how they created a card game campaign to bring people together. [#FlipMyFunnel](https://twitter.com/hashtag/FlipMyFunnel?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/vu5DyggeZS](https://t.co/vu5DyggeZS)
> 
> — Terminus (@Terminus) [August 8, 2018](https://twitter.com/Terminus/status/1027254611084759040?ref_src=twsrc%5Etfw)

And the measurement?

> The top 5 Account-Based metrics [#flipmyfunnel](https://twitter.com/hashtag/flipmyfunnel?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/MPx8xvNRM7](https://t.co/MPx8xvNRM7)
> 
> — Abhinav Sahai (@AbhinavSahai) [August 8, 2018](https://twitter.com/AbhinavSahai/status/1027255430135918594?ref_src=twsrc%5Etfw)

But the advice is to keep it simple.

> Key takeaways from [@Conductor](https://twitter.com/Conductor?ref_src=twsrc%5Etfw): Just start, take control of the things you want to see, be sales’ friend, be marketing’s friend, high touch works, and keep it simple. [#FlipMyFunnel](https://twitter.com/hashtag/FlipMyFunnel?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/KjafrTapSj](https://t.co/KjafrTapSj)
> 
> — #FlipMyFunnel (@FlipMyFunnel) [August 8, 2018](https://twitter.com/FlipMyFunnel/status/1027257292796964867?ref_src=twsrc%5Etfw)

And the last word?

> Be sure to zoom in on this one. Key takeaways from [@funnelholic](https://twitter.com/funnelholic?ref_src=twsrc%5Etfw) of [@topohq](https://twitter.com/topohq?ref_src=twsrc%5Etfw) are to start aligning on the target list, develop authentic messaging, and use account-centric metrics. [#FlipMyFunnel](https://twitter.com/hashtag/FlipMyFunnel?src=hash&ref_src=twsrc%5Etfw) [pic.twitter.com/tqiCAXUvUJ](https://t.co/tqiCAXUvUJ)
> 
> — Terminus (@Terminus) [August 8, 2018](https://twitter.com/Terminus/status/1027258073688301568?ref_src=twsrc%5Etfw)

Explore other sessions from the event, all social media buzz, on our continuing [coverage of #FlipMyFunnel 2018](https://www.niswey.com/flipmyfunnel/).

[View full post](https://www.niswey.com/blog/flipmyfunnel-account-based-success-stories)

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