sangram vajre - what the heck is #flipmyfunnel?
TRANSCRIPT
WELCOME TO
ROADSHOW
Founder of the #FlipMyFunnel movement
CMO and co-founder, Terminus
Head of Marketing at Pardot, Salesforce
@sangramvajre
Is account-based marketing
the purple cow of B2B Sales and
Marketing?
Survey Question:
Do you plan to implement account-
based marketing next year?
Download Link: bit.ly/FMF-Survey (no login required)
Survey Question:
What are your goals with account-based
marketing?
Download Link: bit.ly/FMF-Survey (no login required)
#FlipMyFunnel Roadshow Speakers
Megan Heuer
Jon Miller
BradRosen
JimWilliams
AlexTurner
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What the heck is
account-based marketing?
How do I build a
account-based marketing
stack?
What are the top three
account-based marketing use-cases?
What the heck is
account-based marketing?
Now it’s your turn to draw your funnel…
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
It’s Personal
IDENTIFY Start with the best-fit
EXPAND Focus on people in same roles
ENGAGERight Content, Right Channel
ADVOCATETurn Customers into fans
How do I build a
account-based marketing
stack?
Download Link: flipmyfunnel.com (No Login Required)
What are the top three
account-based marketing use-cases?
Marketing Strategies
Hi-Tech
Hi-Touch
Low Tech
Low Touch
Display advertising, Facebook, Twitter, LinkedIn custom audience targeting
Email nurturingPersonalized videosCustomer Success webinarsCustomer / industry specific webinars
Direct mailSales callsDoing small targeted events
Thought leadership e-books WebinarsContent marketing
Sponsoring big events
STAKEHOLDERSCMO, Demand Gen, Sales Development
STRATEGIESWarming up accounts (outbound)Industry focused activationRegional awareness
CONTENTBlog post, ebook, infographic (un-gated)
SUCCESS METRICSIncrease in MQAsIncrease in Sales AppointmentsIncrease in Account Awareness
Use-Case #1: Demand Generation
Use-Case #2: Account Velocity
STAKEHOLDERSCMO, CSO, CEO
STRATEGIESStage based campaigns:
MQA to OpportunityOpportunity to Closed Won
CONTENTSuccess stories, stage based webinars, Peer referrals, ROI calculatorSUCCESS METRICSIncrease in new opportunities and pipelineIncrease in sales velocityIncrease in closed-won deals
Use-Case #3: Up-sell / Cross-sell
STAKEHOLDERS“Smarketing”, CSO, Customer Success
STRATEGIESHyper-personalized messagingMaking customers heroes internallyTargeted
CONTENTProduct videos, direct mail, events,personalized messaging
SUCCESS METRICSIncrease in new bizIncrease in revenue per account
Account-Based Marketing Framework
Thank You and Welcome To The#FlipMyFunnel Roadshow
@sangramvajre