#flipmyfunnel atlanta 2016 - jim hopkins - sunshine through the clouds: abm at salesforce
TRANSCRIPT
#FlipMyFunnel Atlanta: Sunshine Through the CloudsABM at Salesforce
I’m Jim
Salesforce is Building a Path Forward
2009 • 2010 • 2011 2012 • 2013 • 20142014 • 2015 • 2016
September 2016
2011 • 2012 • 2013 2014 • 2015 • 2016
The world’s most innovative companies
in GDP impact by 2020*$389
B
$2.04B
FY17Q2 revenue
24K
employees
“Innovator of the Decade”
IDC White Paper, sponsored by Salesforce, "The Salesforce Economy," August 2016
2M jobs created by 2020
Salesforce has been doing ABM for a while
PipeACV
Lead Engine
How do we get the word out?
Internal/Owned Channels
EventsWebsite/Blog
EmailSales
External/Paid Channels
SEMSocial
Review SitesOne-Offs
The Solution
External/Paid Channels
Internal/Owned Channels
ACCOUNT-TARGETED CAMPAIGNS SALES-LED, ACCOUNT-BASED ENGAGEMENT
Engaged Accounts
PipeACV
might beCONTENT
but
isDATA
CRM is the center of your customer experience
Website & Analytics
Product
FinanceSocial
Marketing Automation
Service
EventsSales
To see the truth, you must be able to read the CRM
• Employees• Revenue• Industries• Technology Installed• Corporate Hierarchy:
D-U-N-S Number• Opportunity History• Customer History, Product Usageand more…
Organize profiles & Expand…
Create reachable segments
Add new target accounts to CRM
Size the market
Steps for Getting Data ABM-Ready:
Prepare for analysis
Destroy duplicates
Enrich accounts with trusted data
Run an assessment
Fill-in key fields for matching
CLEAN & ENRICH CRM ACCOUNT DATA
Find key attributes
OPTIMIZE & UPDATE ⟳
1ANALYZE & BUILD IDEAL CUSTOMER PROFILES2
3
Salesforce Data ExchangeEasily find and connect the right data into Salesforce with clicks, not code
12
The Campaign, Part 1
Market to Accounts + Personas
Target Buyers
Sales Cloud Customers
Ready for Take Off
Scrubbed List Get the data right - Ready for Data 150
Results
engagement at
60% of accounts
Pipe $ to Spend $
100x Love &
Respect
34
The Campaign, Part 2
Connect to CRM Leads, Opptys
Enable the Sales Army
What’s Next?
1. Other segments and sub-segments:• Upsell, Mid-Market, Bundled Solutions
2. Website Personalization
3. Account-level Retargeting
4. Direct Mail
5. More Sales Alignment & Enablement
Moral(s) of the Story
ABM Works on Levels Data is Ace Give Sales
all you’ve got
Thank Y u