#flipmyfunnel boston 2016 keynote - jim hopkins - sunshine through the clouds: abm at salesforce

Sunshine Through the CloudsABM at Salesforce

Jim HopkinsSr. Product Marketer@jimbohops

I’m Jim

2013 • 20142015 • 2016 2008 • 2009 • 2010

2011 • 2012 • 20132014 • 2015 • 2016

2011 • 2012 2013 • 2014

2015

Most innovative

companies in the world

20KFY16 Employees

Salesforce: 4th Largest Enterprise Software Company in the World This Year

4th largest software company based on analyst consensus revenue for FY2017. Salesforce fiscal 2017 guidance provided November 18, 2015: "revenue for the company's full fiscal year 2017 is projected to be approximately $8.0B to $8.1B.”

$ 1.92BFY17Q1 revenue

I focus on a set of data solutions for Sales Cloud

B2C :: B2B as…

A. Sweet :: Savory

B. Bright & Young :: Old & Stodgy

C. Trump :: Hillary

D. Hook-ups :: Friendships

How do we get the word out?

Internal/Owned Channels

Warm Leads EventsWebsite/Blog

EmailSales

External/Paid Channels

SEMSocial

Review SitesOne-Offs

PipeACV

The Solution

External/Paid Channels

Internal/Owned Channels

ACCOUNT-TARGETED CAMPAIGNS SALES-LED, ACCOUNT-BASED ENGAGEMENT

Lifted AccountsPipeACV

might beCONTENT

but

isDATA

To market the Data, you must see the data

• Employees• Revenue• Industries• Technology Installed• Corporate Hierarchy:

D-U-N-S Number• Opportunity History• Customer History, Product Usageand more…

12

The Campaign, Part 1

Market to Accounts + Personas

TargetBuyers

SalesCloudCustomers

ReadyforTakeOff

ScrubbedListScrub the List - Ready for Data 150

Results

engagement at

63%of accounts

Pipe $ to Spend $

20x Love &

Respect

34

The Campaign, Part 2

Connect to CRM Leads, Opptys

Enable the Sales Army

What’s Next?

1. Other segments and subsegments:• Upsell, Propensity to Buy = TLC,

Industries

2. Website Personalization

3. Account-level Retargeting

4. Direct Mail

5. Closer Sales Alignment & Enablement

Moral(s) of the Story

B2B is about

friendshipsData is Ace Give Sales

all you’ve got

thank y u