Post on 07-Jan-2017
WELCOME
TO
Wasn’t this the cheesiest video
you’ve ever seen?
Founder of the #FlipMyFunnel movement
CMO and co-founder, Terminus
Head of Marketing at Pardot, Salesforce
@sangramvajreANNOUNCING!
277 Accounts6senseAccoladeAconexAct-OnAdobe SystemsAdStageAkoonuAlteryxAnaplanAnnuitasApceraApp AnnieApptentiveAria Systems AttendAutodeskAXIS Marketing CommunicationsAxwayB2B News Network/MediumBAARCBeckonBetterWorksBigPandaBitfinder, Inc.BizibleBlackbox.vcBloomReachBlue Jeans NetworkBoardroom InsidersBoomerang CommerceBoomtrain
BoxBrightFunnelBrightTALKBrocadeCommunicationsCallidusCloudCampaign MonitorCaptain401Castlight HealthCentrifyCertain IncCharles SchwabCiscoCloud Cruiser IncClouderaCompanyConvercentCoupaCumulus NetworksDataFoxDatanyzeDCR WORKFORCEDelphixDemandBaseDemand MetricDemandGenDigital RealtyDoubleDutchDropboxDruvaDuettoEdison PartnersEducation elementsEmily Salus
Education elementsEmily SalusEngagioEverStringFinancialForceFinancialForce.comFull Circle InsightsFunnelEnvyFunnelEnvyG2 CrowdGetAccept Inc.GitHubGlobal Customer Success at Cisco SystemsGoodDataGridstoreGTSGuidewire SoftwareGustoH2O.aiHearsay Social Heinz Marketing IncHERO Marketing Hewlett-PackardHG DataHightailHost Analytics IncHP Inc.IBM Systems and Technology GroupInfer
IntacctInfluitiveInnovation Center DenmarkInsideView, Inc.InsightSquaredIntegrateInvertaInvocaIron.ioJive SoftwareJumioKapostKenna SecurityKentikKluge InteractiveKvantum Inc.Kwanzoo IncLattice Engines LeadMDLeadSiftLeadspaceLeanDataLinkedInLiveRampMapRMarcom GurusMarianaIQMarketoMarkistry, LLC.Bespoke Marketing TailorsMCKA GROUPMedallia Inc.
Mediamobz IncMetric TheoryMidokuraMintigoMojo NetworksNeo TechnologyNES FinancialNetLine CorporationNew RelicNewswireNomis SolutionsNutanixNylasObilityOn-Site.comOpenpriseOptimizelyOracleOutreachOutsell, Inc.Pac-12 NetworksPagerDutyPerkutoPFLPixleePole To Win InternationalPramataPresenceLearning
PROS IncProspectDB, Inc.QualysQuantcastQuantcastQuriRadiusRainforest QAReality Works GroupRed HatRegatta MarketingRelationship OneRenaissance LearningRevinateRMGRown ProductionsSaaStrSalesforceSalesLoftSanDisk Sauce LabsSenchaServiceMaxSev One, Inc.Sierra Circuits, Inc.SwrveTendo CommunicaitonsTerminusThe Big Willow. Inc.
SignalFxSiriusDecisionsSitePoint SkytapSoasta, Inc.Social123SparkPostStrikedeckSumo LogicSupport.comSurveyMonkeySwiftStack, Inc. SwrveSymantecTalenerTata CommunicationsTechnologyAdviceTeleTech / CGSSignalFxSiriusDecisionsSitePoint SkytapSoasta, Inc.Social123SparkPostStrikedeckSumo LogicSupport.comSurveyMonkeySwiftStack, Inc.
TIBCO SoftwareThe Pedowitz GroupThird Door MediaThoughtWorksThousandEyesTOPOTrackMavenTradeshiftTriblioTrinity VenturesTrustRadiusTubeMogulTwitterUviaUsVeeam SoftwareVendemoreVendiniVidyardViolin MemoryVisiStatVungleWCMWebgilityWebmarketing123Western Alliance BankWhiteHat SecurityXamarinYesPath, Inc.ZendeskZenIQZuora
Why are we here?
Less than 1% of the leads turn
into customers —Forrester Research
Less than 2% of the cold calls result in appointment — LeadJob
In B2B , on average 7 people are involved in most buying decision — Gartner
Close to 50% of B2B Marketers want to measure pipeline velocity and revenue as the key metrics
— #FlipMyFunnel
Today we take a pledge…
LEADSB.
GONE
RIP
How did #FlipMyFunnel
get started?
1,876
98%
STORY
Where Do I Start?
STORY
Rise of the Buyer
M a r ke t i n g S a l e sBuyer
expects marketing to be targeted and personalized on their terms
expects sales to help in addition to sell
#Account-Based Marketing
#SocialSelling
STORY
STORYSolve the problem of the marketing stack…
Author, “Flip the Funnel”Joseph Jaffe
STORY
Atlanta • Chicago • Boston STORY
1,000+ B2B Marketing and Sales professionals
have attended #FlipMyFunnel conference
STORYThe Seven Month Journey
55KOV E R
VIEWS
Since August we’ve had over 55,000 views on
FlipMyFunnel.com
Twitter #FlipMyFunnel has 3 million+ impressions
3Million
+200+ B2B Marketers
responded to #FlipMyFunnel
Survey
200+R E S P O N D E D
300+300+ Marketing and Sales professionals
in the #FlipMyFunnel Slack
community
VENUEMain LevelClub LevelTop Level
-----------------INSPIREThought Leadership
-----------------EMPOWER12 Case Studies
-----------------All Sessions Recorded
Matt Heinz Jill Rowley
Joseph Jaffe
Julia Stead
Jim William
s
Jason Lemkin
Sangram
VajreJon
Miller
Speakers
Dynamic Duos
SPONSORS
BADASS
ROCKSTAR HUSLTER
MEDIA PARTNERS
What the heck is #FlipMyFunnel?
How do I build an ABM stack?
What are the topABM strategies?
1
3
2
What the heck is
?
1
Let’s draw your funnel, shall we?
Jill RowleySean ZinsmeisterChristopher Engman
AWARENESSStart broad — Everyone is a target
INTERESTSpend more money to qualify
CONSIDERATIONCall. Email. Call. Email…
PURCHASEThank God, they didn’t know enough about our competitors
FUNNELP H I L O S O P
H Y
Lead Based
People as numbers
Broad at the top and narrow at the bottom
FUNNELP H I L O S O P
H Y
It’s Personal
IDENTIFY Start with the best-fit
EXPAND Focus on people in same roles
ENGAGERight Content, Right Channel
ADVOCATETurn Customers into fans
FUNNELP H I L O S O P
H Y
Account based
Start with the end in mind
Map tools to strategies
FUNNELP H I L O S O P
H Y
Account-Based Marketing
Focused B2B Smarketing=
FUNNELP H I L O S O P
H Y
What are the top
ABM strategies?
2
B2B Marketing Interactions
Hi Tech
Hi Touch
Low Tech
Low Touch
Display ads and video advertisingFacebook, Twitter, LinkedIn advertisingEmail nurturingContent marketingThought leadership e-books Thought leadership webinars
Direct mailSales callsDoing small targeted eventsVIP Dinners/sporting events
Sponsoring big eventsPrint Ads
Personalized videosCustomer Success webinarsCustomer / industry specific webinarsCustomer product demo
B2B Marketing Interactions
Hi Tech
Hi Touch
Low Tech
Low Touch
Display ads and video advertisingFacebook, Twitter, LinkedIn advertisingEmail nurturingContent marketingThought leadership e-books Thought leadership webinars
Personalized videosCustomer Success webinarsCustomer / industry specific webinarsCustomer product demo
Direct mailSales callsDoing small targeted eventsVIP Dinners/sporting events
Sponsoring big eventsPrint Ads
At ScaleManual
http://bit.ly/abm-frameworkA B M
How do I build a
ABM stack?
3
Criteria for #FlipMyFunnel Stack
WHAT IT IS?A stack from the lens of ABM
Version 2.0Starting point for ABM StrategySubset of the MarTech Stack
specifically designed for building an ABM Strategy
Silver bullet
Terminus endorsed stack
All inclusive MarTech stack
WHAT IT IS NOT?
© FlipMyFunnel
3 things you should do:
Join the #FlipMyFunnel
slack community
Find your #FlipMyFunnel
cape
Visit the lead marketer graveyard
1 2 3
=+
SEE a Funnel
TWEET the Funnel
GET a Funnel
Thank You and Enjoy The Experience
@sangramvajre