"From Skunkworks to Platinum Stack" presented by Matt Amundson, Charles Crnoevich, and Jeff Marcoux at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.

1. From Skunkworks to Platinum Stack
August 2018
Matt Amundson, Charles Crnoevich & Jeff Marcoux

2. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Placeholder – Jeff’s slide on the ABM for the Big Guys
How the Big Guys Do It

3. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Who Should We Market To?
@JeffMarcoux @Mattya56 @CharlesCrnoevich #FlipMyFunnel

4. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Total Addressable Market
Not a good fit Fit Engaged
Find through
Inbound/
Outbound
Those you don’t
know about
Competitors’
customers
Your
customers
ABM with Intent
Detection
Advertising
Events
Email
Etc.
Loyalty
Education
Expansion
Dissatisfaction
Value
ABM
Big Fish
Targeted ABM
Predictive Lead Gen
ABM
Advertising
Events
Email
Etc.
Actively
Looking
@JeffMarcoux @Mattya56 @CharlesCrnoevich #FlipMyFunnel

5. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Getting Started with ABM Skunkworks
• Tech Stack: phone, excel, email, LinkedIn (free
version)
• Team: Sales, SDRs
• Strategy: Weekly meeting to discuss target
accounts
• Reporting: Activity against accounts (calls,
emails), meetings with target accounts,
opportunities with target accounts, closed-won
against target accounts
@JeffMarcoux @Mattya56 @CharlesCrnoevich #FlipMyFunnel

6. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Expanding ABM to Marketing (Better)
• Tech Stack: phone, excel, email, LinkedIn (free
version), marketing automation system, direct mail
• Team: Marketing, Sales, SDRs
• Strategy: Weekly meeting to discuss target
accounts
• Reporting: Activity against accounts (calls,
emails), meetings with target accounts,
opportunities with target accounts, closed-won
against target accounts, engagement with target
accounts
@JeffMarcoux @Mattya56 @CharlesCrnoevich #FlipMyFunnel

7. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Taking the Leap: ABM as a GTM (Best)
• Tech Stack: phone, excel, email, LinkedIn (free
version), marketing automation system, direct mail,
sales acceleration, sales intelligence, marketing
intelligence, intent, target ads
• Team: Executives, Marketing, Sales, SDRs,
Finance
• Strategy: Weekly meeting to discuss target
accounts
• Reporting: Activity against accounts (calls,
emails), meetings with target accounts,
opportunities with target accounts, closed-won
against target accounts, engagement with target
accounts, ad impressions, engagement with target
accounts, direct mails to target accounts
@JeffMarcoux @Mattya56 @CharlesCrnoevich #FlipMyFunnel

8. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
The Rise (and buzz) of ABEM
• Planned
• Existing Account Expansion
• Opportunistic
• Pipeline Acceleration
• Predictive Lead Generation
– Intent
– Look-a-like Models
KEEP CALM
AND
TRY ABE
@JeffMarcoux @Mattya56 @CharlesCrnoevich #FlipMyFunnel

9. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
The Formula for Operationalizing ABM
FIT
INTENT
ENGAGEMENT
EXECUTE
Fit + Intent +
Engagement
is the secret formula for
#ABM
@JeffMarcoux @Mattya56 @CharlesCrnoevich #FlipMyFunnel

10. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Results (Case Studies)
World’s Largest
Logistics Business
150%
Incremental revenue
Initial increase
85%
in upsell opportunities
4x
in conversion of scored
inbound / historical targets
improvement
30%
in time required
for pre-qualifying targets
decrease
increase
@JeffMarcoux @Mattya56 @CharlesCrnoevich #FlipMyFunnel

11. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Results (Case Studies)
+125%
from first demo across
entire pipeline
Win Rate
+35%
Annual Contract Value
20 days
In sales cycle, dramatically
increasing velocity
decrease
@JeffMarcoux @Mattya56 @CharlesCrnoevich #FlipMyFunnel

12. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Where to Find Us
Jeff Marcoux
TTEC
VP of Product Strategy & Marketing
@JeffMarcoux
Matt Amundson
EverString
VP of Marketing
@Mattya56
Charles Crnoevich
Bombora
Head Of Partnerships
@CharlesCrnoevich

13. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @TwitterHandle #FlipMyFunnel
QA

14. THANK YOU!
@TwitterHandle