MARKETING LEADERSHIP TRAINING
2017 ABM Strategies for Revenue Growth
@sangramvajre#FlipMyFunnel @SangramVajre
Icebreaker: Draw Your Funnel
Sangram here!
• Head of Marketing, Pardot (now Salesforce)• Co-founder and CMO of Terminus• Founder of the
#FlipMyFunnel community• I am now an author (by accident)
@sangramvajre
Introduction
#FlipMyFunnel @SangramVajre
Imagine a world where everyone has a mission in life, has the courage to reach out to people who can help them achieve their dreams, has all the tools they need to succeed, and most importantly, we don’t measure success in financial terms but by how many people we help along the way!
@sangramvajre#FlipMyFunnel @SangramVajre
My mission in life: Positively impact one billion people
What’s your mission today?
WHAT IS AN ACCOUNT?
An account is your customer that is either
paying you today or will pay you tomorrow because you solve for their
needs#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
WHAT IS A CUSTOMER?
A customer is made of more than one person
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
SO, WHAT IS NOT ABM?
Account-Based Marketing ≠ Botox
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
Why You Might Fail At ABM?
If You suck at Marketing, You will suck at ABM.
@sangramvajre
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
SO, WHAT IS ABM?
Account-Based Marketing is a Mindset
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
Aligning Teams & Building Playbooks
Stephanie KellyDirector of Marketing Operations
Terminus
@sangramvajre#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @stephpatl
Account-Based Marketing
Sales + Marketing= Smarketing
@sangramvajre#FlipMyFunnel @FlipMyFunnel
DO-IT-ALLHEROISM
More Work
#FlipMyFunnel @stephpatl
EXAMPLE PLAYBOOK
The Sales & Marketing Terminus 500 Cadence
Pre-cadence: Terminus Ads
During cadence: LinkedIn and Facebook retargeting to known contacts
After 1st 8 days: Direct mail to unresponsive accounts
Day 1: Personalized video emailDay 2: Email Day 2: Call, LVMDay 4: LinkedIn (Attempt to connect)Day 6: InmailDay 7: Video email (Sangram)Day 8: Call, no VM
Day 8: Direct mailDay 13: Call, LVM about the packageDay 13: Email about the packageDay 15: Video Email Day 16: Call, no VMDay 20: Breakup video email
MARKETING TOUCH POINTS SALES TOUCH POINTS
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Identify
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
Traditional Funnel That We All Hate
AWARENESSStart broad — Everyone is a target
INTERESTSpend more money to qualify
CONSIDERATIONCall. Email. Call. Email…
PURCHASEYou got me!
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
IDENTIFY Start with the best-fit
EXPAND Focus on people in same roles
ENGAGERight Content, Right Channel
ADVOCATETurn Customers into fans
#FlipMyFunnel That Starts With Customers
Account-Based Marketing is a MindsetOLD WAY NEW WAY
Email / Call Lead Generation
Channels that matter to your customer
Focus on only the best-fit accounts and influence the peoplewithin that account
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
#FlipMyFunnel @SangramVajre
Rise of the Buyer
M a r ke t i n g S a l e sBuyer
expects marketing to be targeted and personalized on their terms
expects sales to help instead
of selling
#Account-Based Marketing
#SocialSelling
YOUR CUSTOMER WANTS TO KNOW THAT YOU
CARE... MORE#FlipMyFunnel @SangramVajre
YOU WANT YOUR CUSTOMERS TO THINK ABOUT YOU WHILE IN THE SHOWER
#FlipMyFunnel @SangramVajre
SO, WHAT IS ABM?
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
Sales Marketing
Customer
SO, WHAT IS ABM?
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
Sales Marketing
Customer
The Art of Getting the Best Buyers
Pam HegeLead-to-Revenue Design Consultant
Cheshire Impact
@sangramvajre#FlipMyFunnel @pamhege
“There’s always a smaller number of ‘best buyers’ than there are all buyers. Best buyers buy more, buy faster and buy more often than other buyers. These are your ideal clients. The fastest way to grow any company is to focus a special and dedicated effort on these ideal clients.”
Chet HolmesThe Ultimate Sales Machine
2007
@sangramvajre#FlipMyFunnel @pamhege
Where to Start
Start with the people who know – Sales, marketing, customer success
Review what type of companies are successful with youDon’t forget the why
Talk about companies you want to do business with“The Dream 100”
@sangramvajre#FlipMyFunnel @pamhege
Creating Your Ideal Customer Profile (ICP)
Use existing customer data to identify common attributes-• Industry• Size• Annual Revenue• Department• Geography• Roles
Stack all things you know about your “best buyers” to create you ICP.
@sangramvajre#FlipMyFunnel @pamhege
Tiering Accounts
Terminus
@sangramvajre#FlipMyFunnel @pamhege
Allocating Resources
Clear the most important streets first!
• Build the team – sales & marketing
• Leverage technology to identify, target and engage
• Set a budget per account at each tier
• Track and measure
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Activity: Identifying Your ICP
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Expand
Multiple Decision-Makers
in the Buying ProcessChris Reene
Senior Account ExecutiveTerminus
Expanding Reach in Target Accounts
Pam HegeLead-to-Revenue Design Consultant
Cheshire Impact
@sangramvajre#FlipMyFunnel @pamhege
Mapping the Organization
BuyerVP Marketing
Marketing OpsResponsible for
managing marketing automation
Influence: High
Director MarketingIn smaller orgs, the buyerInfluence: High
VP SalesUltimate beneficiary Influence: Medium
Sales OpsResponsible for
managing CRM and reporting
Influence: Medium
CIOMay be required for heavy liftingInfluence: Low
@sangramvajre#FlipMyFunnel @pamhege
Crafting Buyer Personas
Adele Revella
@sangramvajre#FlipMyFunnel @pamhege
Crafting Buyer Personas
Adele Revella
@sangramvajre#FlipMyFunnel @pamhege
Putting It All Together
• Data powers your ABM engine• Needs to be correct, consistent and complete
• B2B contact data decays at 22.5% per year• Select a top-tier B2B contact database
• Real-time, comprehensive information• Direct-dial phone number and email addresses• Predictive analytics capabilities to identify new
accounts/contacts
Target Accounts ICP Buyer
PersonasTarget
Account ListDatabase Build Out
Data Management
Process
Account Data Structure
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Activity: Identifying Buyer Personas
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Lunch Time!
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Engage
@sangramvajre#FlipMyFunnel @SangramVajre
A B M
DO-IT-ALLHEROISM
@sangramvajre#FlipMyFunnel @FlipMyFunnel
15+ channels Unfocused Lead gen and List buys
Poor quality
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
THE MEGA TRENDS FROM 2000 TO 2015 HAS LEFT US WITH THIS:
+ =Less than 1% of leads turn into customers — Forrester
RESULTS:TECHNOLOGY EVOLUTION
More Technology
DO-IT-ALLHEROISM
More Work
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
IMPACT GRAPH
CUSTOMER HEROISM
Low Impact (1X)
Necessary to do
HighImpact(10X)
Must Do
#FlipMyFunnel @SangramVajre
My wife, Manmeet
@sangramvajre#FlipMyFunnel @FlipMyFunnel
MY IMPACT GRAPHWIFE HEROISM
My life long customer!
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Low Impact (1X)
Necessary To Do
HighImpact(10X)
Must Do
Clean cars, pay the bills on time, take kids to
soccer
Try to become both Mom and Dad on the weekends and let her have some personal time Do dishes when she is
awayFlowers on a Wed
Asking her, “What do you want for Christmas or
birthday?”
MY IMPACT GRAPHWIFE HEROISM
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
YOUR IMPACT GRAPHCUSTOMER HEROISM
Low Impact (1X)
Necessary To Do
HighImpact(10X)
Must Do
Email newsletterNurture
Programs
Blog and website updates Analyst recommendations
In-person events
Industry or persona-based webinar
Account-based advertising/messaging or LinkedIn Ads
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Activity: Impact Graph
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Advocacy
Turning Customers Into Advocates
Adam WaidDirector, Customer Success
Salesforce Pardot
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Measurement
ABM Measurement
Kristen WendelDirector, Marketing Operations
VersionOne
@sangramvajre#FlipMyFunnel @FlipMyFunnel
DO-IT-ALLHEROISM
More Work
#FlipMyFunnel @kewendel
Early Stage ABM Metrics
Display Web Events KPIs
Account Tier
Total # Impressions Clicks Total
EngagementTradeshow Attendance
Field Mktg Events MQA
Target Contacts Engaged
MQLs # of Sales Appts
Tier 1 # # # # # # # # #
Tier 2 # # # # # # # # #
Tier 3 # # # # # # # # #
Total # # # # # # # # #
@sangramvajre#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @kewendel
Late Stage ABM Metrics
Tier # of Accounts Engagement % Engaged MQL
Sales Appt Opps (I) Pipeline
Conversion to Opp
Tier 1 # # % # # # $ %
Tier 2 # # % # # # $ %
Tier 3 # # % # # # $ %
@sangramvajre#FlipMyFunnel @FlipMyFunnel
DO-IT-ALLHEROISM
More Work
#FlipMyFunnel @kewendel
Late Stage ABM Metrics • Engagement: 88% engagement exceeded our expectations. We know we can engage
target accounts and create a high % product engagement
• Conversion: 56% of target accounts converted leads (one form of engagement), and 31% of Tier 1 Priority Accounts became Sales Appts. 70% of those converted to opp.
• Opp size: Target account opps are 40% larger (I-ACV)
• Win rate: Target opps win rate was 50% higher
• Pipeline: Target accounts generated 40% of new Enterprise Initial pipeline
• Bookings: Target accounts generated 23% of Enterprise Initial bookings – much of 2016 pipeline expected to close in 2017, 6-12 month sales cycle
@sangramvajre#FlipMyFunnel @FlipMyFunnel
DO-IT-ALLHEROISM
More Work
#FlipMyFunnel @kewendel
Lessons Learned • Measure from day 1 – start with measurement in mind
• Engagement, Engagement, Engagement
• You can’t do meaningful ABM reporting in Salesforce.com – YOU NEED AN ABM PLATFORM
• Recover from your lead addiction, don’t run your business on form fills
• ABM is not a campaign or technology, it is a cross-functional transformation
• If you don’t have an outbound strategy – FUGHETTABOUT ABM
• Predictive account selection is essential. Marketing should drive it
• Tackle content tailoring and personalization head on, it takes work
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Customer Heroism
WHAT IS CUSTOMER HEROISM?
Customer believes you can solve their problems
Customer feels empowered Customer trusts you
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
HOW DO YOU ACHIEVE CUSTOMER HEROISM?
Make Your Customers HEROES in their organization
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
HOW DO YOU MAKE CUSTOMERS HEROES?
By having a modern marketing and sales organizations
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Low Impact (1X)
Necessary To Do
HighImpact(10X)
Must Do
What would happen if you
got rid of everything here?
What will happen if you put all your
focus here?
YOUR IMPACT GRAPHCUSTOMER HEROISM
#FlipMyFunnel @SangramVajre
EVOLUTIONIS NOT ABOUTYOU
#FlipMyFunnel @SangramVajre
EVOLUTIONIS ABOUTCUSTOMERREVOLUTION
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Activity: Revise Impact Graph
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Thanks for Coming!
@sangramvajre#FlipMyFunnel @SangramVajre
Extra Slides
2017MEGA
TRENDS>> Evolution Drives Revolution <<
#RevSummit17
#FlipMyFunnel @SangramVajre
Introduction
Evolution – 2000 to 2015
Revolution – 2015 to 2030
010203
THE RUN DOWN
TECHNOLOGY EVOLUTION#
1
MEGA TREND
(2000s to 2015)
2000 20102005
Unchanged Channel: Email / Call
Unchanged focus: Lead Generation
Predictive
Email Marketing Automation
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
Marketing
2000 20102005
Unchanged Channel: Email / Call
Unchanged focus: Contacts
Social SellingEmail + Calls Sales Automation
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
Sales – modify calls and social selling icons
TECHNOLOGY EVOLUTION#
1
MEGA TREND
(2000s to 2015)
RESULTS
@sangramvajre#FlipMyFunnel @FlipMyFunnel
#1 challenge for B2B companies is generating high quality leads
— IDG Research
But…isn’t that what we thought we were focusing on?
RESULTS
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
94% of the buying process is done online —MarketingProfs
But…we only know how to email and call!
RESULTS
#FlipMyFunnel @SangramVajre
On average, 7 to 12 people part of the decision making process —Gartner
But…we only talk to one person that is in our CRM or MAP or filled out a form.
RESULTS
#FlipMyFunnel @SangramVajre
So, in last decade and half, Technology Evolution has left marketers and sales with spending more time in the technology and less with the buyer.
RESULTS
#FlipMyFunnel @SangramVajre
#FlipMyFunnel
STACK GRADER: Graded Account-Based Marketing stack of over 200+ companies. Shows an average of 20 tools per company.
#FlipMyFunnel @FlipMyFunnel
bit.ly/stack-grader
#FlipMyFunnel @SangramVajre
DO-IT-ALLHEROISM#
2
MEGA TREND
(2000s to 2015)
RESULTS
@sangramvajre#FlipMyFunnel @FlipMyFunnel
THE MEGA TRENDS FROM 2000 TO 2015 HAS LEFT US WITH THIS:
+ =Less than 1% of leads turn into customers — Forrester
RESULTS:TECHNOLOGY EVOLUTION
More Technology
DO-IT-ALLHEROISM
More Work
#FlipMyFunnel @SangramVajre
THE GOOD NEWS
Today you can change the course of the future….The two mega trends for the next decade and a half will challenge the status quo
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
MEGA TRENDPREDICTION#
1
(2015 to 2025)
Technology Evolution > > Account-Based Marketing
@sangramvajre#FlipMyFunnel @FlipMyFunnel
I wrote a book on this, so it better be a hot trend :)
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
The ABM trend is already growing strong
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Thoughtful PersonalizationEngage on their terms
Show value
#FlipMyFunnel @SangramVajre
WHAT DOES YOUR
CUSTOMER WANT?
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Thoughtful PersonalizationEngage on their terms
Show value
#FlipMyFunnel @SangramVajre
WHAT DOES YOUR
CUSTOMER WANT?Add an ad that is completely irrelevant to me like this?
Example – Cupcake ad next two ESPN news of SuperBowl
MEGA TRENDPREDICTION#
2
(2015 to 2025)
Do-it-all Heroism >> Customer Heroism
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Welcome to #RevSummi
t17
Have Questions?
Tweet me@SangramVaj
re
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @pamhege
Crafting Buyer Personas
Adele Revella
@sangramvajre#FlipMyFunnel @pamhege
Crafting Buyer Personas
Adele Revella
@sangramvajre#FlipMyFunnel @pamhege
Putting It All Together
• Data powers your ABM engine• Needs to be correct, consistent and complete
• B2B contact data decays at 22.5% per year• Select a top-tier B2B contact database
• Real-time, comprehensive information• Direct-dial phone number and email addresses• Predictive analytics capabilities to identify new
accounts/contacts
Target Accounts ICP Buyer
PersonasTarget
Account ListDatabase Build Out
Data Management
Process
Account Data Structure
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Activity: Identifying Buyer Personas
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Lunch Time!
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Engage
@sangramvajre#FlipMyFunnel @SangramVajre
A B M
DO-IT-ALLHEROISM
@sangramvajre#FlipMyFunnel @FlipMyFunnel
15+ channels Unfocused Lead gen and List buys
Poor quality
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
ALL THIS TECH AND ACTIVITY HAS LEFT US WITH THIS:
+ =Less than 1% of leads turn into customers — Forrester
RESULTS:TECHNOLOGY EVOLUTION
More Technology
DO-IT-ALLHEROISM
More Work
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
IMPACT GRAPH
CUSTOMER HEROISM
Low Impact (1X)
Necessary to do
HighImpact(10X)
Must Do
#FlipMyFunnel @SangramVajre
My wife, Manmeet
@sangramvajre#FlipMyFunnel @FlipMyFunnel
MY IMPACT GRAPHWIFE HEROISM
My life long customer!
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Low Impact (1X)
Necessary To Do
HighImpact(10X)
Must Do
Clean cars, pay the bills on time, take kids to
soccer
Try to become both Mom and Dad on the weekends and let her have some personal time Do dishes when she is
awayFlowers on a Wed
Asking her, “What do you want for Christmas or
birthday?”
MY IMPACT GRAPHWIFE HEROISM
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
YOUR IMPACT GRAPHCUSTOMER HEROISM
Low Impact (1X)
Necessary To Do
HighImpact(10X)
Must Do
Email newsletterNurture
Programs
Blog and website updates Analyst recommendations
In-person events
Industry or persona-based webinar
Account-based advertising/messaging or LinkedIn Ads
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Activity: Impact Graph
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Advocacy
Turning Customers Into Advocates
Adam WaidDirector, Customer Success
Salesforce Pardot
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Measurement
ABM Measurement
Kristen WendelDirector, Marketing Operations
VersionOne
@sangramvajre#FlipMyFunnel @FlipMyFunnel
DO-IT-ALLHEROISM
More Work
#FlipMyFunnel @kewendel
Early Stage ABM Metrics
Account Tier
Total # Impressions
Total Engagement MQA
Target Contacts Engaged
MQLs # of Sales Appts
Tier 1 # # # # # #Tier 2 # # # # # #Tier 3 # # # # # #Total # # # # # #
@sangramvajre#FlipMyFunnel @FlipMyFunnel
DO-IT-ALLHEROISM
More Work
#FlipMyFunnel @kewendel
Late Stage ABM Metrics
Tier # of Accounts Engagement % Engaged MQL
Sales Appt Opps (I) Pipeline
Conversion to Opp
Tier 1 # # % # # # $ %
Tier 2 # # % # # # $ %
Tier 3 # # % # # # $ %
@sangramvajre#FlipMyFunnel @FlipMyFunnel
DO-IT-ALLHEROISM
More Work
#FlipMyFunnel @kewendel
Late Stage ABM Metrics • Engagement: 88% engagement exceeded our expectations. We know we can engage
target accounts and create a high % product engagement
• Conversion: 56% of target accounts converted leads (one form of engagement), and 31% of Tier 1 Priority Accounts became Sales Appts. 70% of those converted to opp.
• Opp size: Target account opps are 40% larger (I-ACV)
• Win rate: Target opps win rate was 50% higher
• Pipeline: Target accounts generated 40% of new Enterprise Initial pipeline
• Bookings: Target accounts generated 23% of Enterprise Initial bookings – much of 2016 pipeline expected to close in 2017, 6-12 month sales cycle
@sangramvajre#FlipMyFunnel @FlipMyFunnel
DO-IT-ALLHEROISM
More Work
#FlipMyFunnel @kewendel
Lessons Learned • Measure from day 1 – start with measurement in mind
• Engagement, Engagement, Engagement
• You can’t do meaningful ABM reporting in Salesforce.com – YOU NEED AN ABM PLATFORM
• Recover from your lead addiction, don’t run your business on form fills
• ABM is not a campaign or technology, it is a cross-functional transformation
• If you don’t have an outbound strategy – FUGHETTABOUT ABM
• Predictive account selection is essential. Marketing should drive it
• Tackle content tailoring and personalization head on, it takes work
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Customer Heroism
WHAT IS CUSTOMER HEROISM?
Customer believes you can solve their problems
Customer feels empowered Customer trusts you
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
HOW DO YOU ACHIEVE CUSTOMER HEROISM?
Make Your Customers HEROES in their organization
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
HOW DO YOU MAKE CUSTOMERS HEROES?
By having a modern marketing and sales organizations
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Low Impact (1X)
Necessary To Do
HighImpact(10X)
Must Do
What would happen if you
got rid of everything here?
What will happen if you put all your
focus here?
YOUR IMPACT GRAPHCUSTOMER HEROISM
#FlipMyFunnel @SangramVajre
EVOLUTIONIS NOT ABOUTYOU
#FlipMyFunnel @SangramVajre
EVOLUTIONIS ABOUTCUSTOMERREVOLUTION
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Activity: Revise Impact Graph
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Thanks for Coming!
@sangramvajre#FlipMyFunnel @SangramVajre
Extra Slides
2017MEGA
TRENDS>> Evolution Drives Revolution <<
#RevSummit17
#FlipMyFunnel @SangramVajre
Introduction
Evolution – 2000 to 2015
Revolution – 2015 to 2030
010203
THE RUN DOWN
TECHNOLOGY EVOLUTION#
1
MEGA TREND
(2000s to 2015)
2000 20102005
Unchanged Channel: Email / Call
Unchanged focus: Lead Generation
Predictive
Email Marketing Automation
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
Marketing
2000 20102005
Unchanged Channel: Email / Call
Unchanged focus: Contacts
Social SellingEmail + Calls Sales Automation
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
Sales – modify calls and social selling icons
TECHNOLOGY EVOLUTION#
1
MEGA TREND
(2000s to 2015)
RESULTS
@sangramvajre#FlipMyFunnel @FlipMyFunnel
#1 challenge for B2B companies is generating high quality leads
— IDG Research
But…isn’t that what we thought we were focusing on?
RESULTS
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
94% of the buying process is done online —MarketingProfs
But…we only know how to email and call!
RESULTS
#FlipMyFunnel @SangramVajre
On average, 7 to 12 people part of the decision making process —Gartner
But…we only talk to one person that is in our CRM or MAP or filled out a form.
RESULTS
#FlipMyFunnel @SangramVajre
So, in last decade and half, Technology Evolution has left marketers and sales with spending more time in the technology and less with the buyer.
RESULTS
#FlipMyFunnel @SangramVajre
#FlipMyFunnel
STACK GRADER: Graded Account-Based Marketing stack of over 200+ companies. Shows an average of 20 tools per company.
#FlipMyFunnel @FlipMyFunnel
bit.ly/stack-grader
#FlipMyFunnel @SangramVajre
DO-IT-ALLHEROISM#
2
MEGA TREND
(2000s to 2015)
RESULTS
THE GOOD NEWS
Today you can change the course of the future….The two mega trends for the next decade and a half will challenge the status quo
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
MEGA TRENDPREDICTION#
1
(2015 to 2025)
Technology Evolution > > Account-Based Marketing
@sangramvajre#FlipMyFunnel @FlipMyFunnel
I wrote a book on this, so it better be a hot trend :)
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
The ABM trend is already growing strong
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Thoughtful PersonalizationEngage on their terms
Show value
#FlipMyFunnel @SangramVajre
WHAT DOES YOUR
CUSTOMER WANT?
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Thoughtful PersonalizationEngage on their terms
Show value
#FlipMyFunnel @SangramVajre
WHAT DOES YOUR
CUSTOMER WANT?Add an ad that is completely irrelevant to me like this?
Example – Cupcake ad next two ESPN news of SuperBowl
MEGA TRENDPREDICTION#
2
(2015 to 2025)
Do-it-all Heroism >> Customer Heroism
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Welcome to #RevSummi
t17
Have Questions?
Tweet me@SangramVaj
re
#FlipMyFunnel @SangramVajre