Download - #FlipMyFunnel Boston 2016 Keynote - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce
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Sunshine Through the CloudsABM at Salesforce
Jim HopkinsSr. Product Marketer@jimbohops
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I’m Jim
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2013 • 20142015 • 2016 2008 • 2009 • 2010
2011 • 2012 • 20132014 • 2015 • 2016
2011 • 2012 2013 • 2014
2015
Most innovative
companies in the world
20KFY16 Employees
Salesforce: 4th Largest Enterprise Software Company in the World This Year
4th largest software company based on analyst consensus revenue for FY2017. Salesforce fiscal 2017 guidance provided November 18, 2015: "revenue for the company's full fiscal year 2017 is projected to be approximately $8.0B to $8.1B.”
$ 1.92BFY17Q1 revenue
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I focus on a set of data solutions for Sales Cloud
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B2C :: B2B as…
A. Sweet :: Savory
B. Bright & Young :: Old & Stodgy
C. Trump :: Hillary
D. Hook-ups :: Friendships
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How do we get the word out?
Internal/Owned Channels
Warm Leads EventsWebsite/Blog
EmailSales
External/Paid Channels
SEMSocial
Review SitesOne-Offs
PipeACV
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The Solution
External/Paid Channels
Internal/Owned Channels
ACCOUNT-TARGETED CAMPAIGNS SALES-LED, ACCOUNT-BASED ENGAGEMENT
Lifted AccountsPipeACV
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might beCONTENT
but
isDATA
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To market the Data, you must see the data
• Employees• Revenue• Industries• Technology Installed• Corporate Hierarchy:
D-U-N-S Number• Opportunity History• Customer History, Product Usageand more…
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12
The Campaign, Part 1
Market to Accounts + Personas
TargetBuyers
SalesCloudCustomers
ReadyforTakeOff
ScrubbedListScrub the List - Ready for Data 150
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Results
engagement at
63%of accounts
Pipe $ to Spend $
20x Love &
Respect
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34
The Campaign, Part 2
Connect to CRM Leads, Opptys
Enable the Sales Army
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What’s Next?
1. Other segments and subsegments:• Upsell, Propensity to Buy = TLC,
Industries
2. Website Personalization
3. Account-level Retargeting
4. Direct Mail
5. Closer Sales Alignment & Enablement
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Moral(s) of the Story
B2B is about
friendshipsData is Ace Give Sales
all you’ve got
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thank y u