Sangram Vajre - What The Heck is #FlipMyFunnel?
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Sangram Vajre, Founder of #FlipMyFunnel, presents "What The Heck is #FlipMyFunnel?" in Boston and Chicago #FlipMyFunnel Roadshows.
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Sangram Vajre - What The Heck is #FlipMyFunnel?
- 2. Founder of the #FlipMyFunnel movement CMO and co-founder, Terminus Head of Marketing at Pardot, Salesforce @sangramvajre
- 5. Is account-based marketing the purple cow of B2B Sales and Marketing?
- 7. Survey Question: Do you plan to implement account-based marketing next year?
- 8. Download Link: bit.ly/FMF-Survey (no login required)
- 9. Survey Question: What are your goals with account-based marketing?
- 10. Download Link: bit.ly/FMF-Survey (no login required)
- 14. 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?
- 15. What the heck is account-based marketing?
- 16. Now it’s your turn to draw your funnel…
- 17. AWARENESS Start broad — Everyone is a target INTEREST Spend more money to qualify CONSIDERATION Call. Email. Call. Email… PURCHASE Thank God, they didn’t know enough about our competitors
- 18. It’s Personal
- 19. IDENTIFY Start with the best-fit EXPAND Focus on people in same roles ENGAGE Right Content, Right Channel ADVOCATE Turn Customers into fans
- 21. How do I build a account-based marketing stack?
- 22. Download Link: flipmyfunnel.com (No Login Required)
- 23. What are the top three account-based marketing use-cases?
- 24. Marketing Strategies Hi-Tech Hi-Touch Low Tech Low Touch Display advertising, Facebook, Twitter, LinkedIn custom audience targeting Email nurturing Personalized videos Customer Success webinars Customer / industry specific webinars Direct mail Sales calls Doing small targeted events Thought leadership e-books Webinars Content marketing Sponsoring big events
- 25. STAKEHOLDERS CMO, Demand Gen, Sales Development STRATEGIES Warming up accounts (outbound) Industry focused activation Regional awareness CONTENT Blog post, ebook, infographic (un-gated) SUCCESS METRICS Increase in MQAs Increase in Sales Appointments Increase in Account Awareness Use-Case #1: Demand Generation
- 26. Use-Case #2: Account Velocity STAKEHOLDERS CMO, CSO, CEO STRATEGIES Stage based campaigns: MQA to Opportunity Opportunity to Closed Won CONTENT Success stories, stage based webinars, Peer referrals, ROI calculator SUCCESS METRICS Increase in new opportunities and pipeline Increase in sales velocity Increase in closed-won deals
- 27. Use-Case #3: Up-sell / Cross-sell STAKEHOLDERS “Smarketing”, CSO, Customer Success STRATEGIES Hyper-personalized messaging Making customers heroes internally Targeted CONTENT Product videos, direct mail, events, personalized messaging SUCCESS METRICS Increase in new biz Increase in revenue per account
- 29. Thank You and Welcome To The #FlipMyFunnel Roadshow @sangramvajre
Editor's Notes
- Lead-based People as numbers Broad at the top and small at the bottom
- Lead-based People as numbers Broad at the top and small at the bottom
- Lead-based People as numbers Broad at the top and small at the bottom
- How many of the folks here are in demand generation role? How many of you guys wake up everyday wanting generate leads? I am going to wake up today and I get some leads…. How do I do that? Let me tell you story of one of customers have tons of Sales people. They dial 100 calls a day per rep for 30 days with email, call, email, call, cadence. Now they are running warming up campaign which means instead of just the lead, they are putting messages in front of all the Sales across mobile, social, display, video and also direct mail. Just surrounding them with awesomeness for 30 days to see if they can have better connect ratio and appointments with them.
- How many of the folks here are in increase in pipeline velocity? The answer is everyone of you – if you close deal faster, are you going to get fired? If you help close more deals, what is going to happen to marketing budget? Never seen a marketing budget go down when Sales numbers are going up. Now that you have create qualified accounts and they are showing interest, now is the time to unleash a combination of ABM tactics One of our customers run only stage based campaigns. As soon a company turns intoa qualfied account, they automatically fire up a series of campaigns. Advertising through terminus, direct mail through PFL, email thru Marketo, and also do stage based webinars that are intended to dive deeper in the product.