#flipmyfunnel boston 2016 keynote - sangram vajre - what the heck is #flipmyfunnel?

WELCOME TO

#FlipMyFunnel @FlipMyFunnel

Wasn’t that the most amazing

version of Happy Birthday you’ve

ever heard?

Hi-Fives / Meet Your Neighbor

@sangramvajre#FlipMyFunnel @FlipMyFunnel

#FlipMyFunnel with Sangram Vajre

• 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#FlipMyFunnel @FlipMyFunnel

#FlipMyFunnel Superhero Team

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#FlipMyFunnel @FlipMyFunnel

Katharine Mobley

Advisor at Kevy

Katie Rogers VP of Client Success at SalesLoft

Nikki NixonDirector of

#FlipMyFunnel

Eren Matsota#FlipMyFunnel

Event Coordinator

Jenna KeeganDemand

Generation Guru

Katie MartellMarketing Consultant

Brianna Watts#FlipMyFunnel

Coordinator

moderator

moderator

moderator

moderator

WI-FINetwork and

Password

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PIN

GMEALS & SNACKS

Served during breaks in the sponsor expo

10 MINUTESBreaks to move between

sessions

BREAKOUTSLocated along

this wing

PRODUCT SHOWCASELive demos in the sponsor

expo

#FlipMyFunnel @FlipMyFunnel

SEE a Funnel

TWEET the Funnel

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Jon Miller

Trish Bertuzz

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Vala Afshar

Lindsy Lettre

Matt Heinz

Craig Rosenbe

rg

Kipp Bodnar

Joe Chernov

Elle Woulfe

Scott Brinker

Jill Rowley

Tony Yang

Tyler Lessar

d

Nadim Hossai

n

Michele Aymold

Adam New-

Waterson

Maria Pergolin

o

Shelley Eleby

Matt Senatore

Jeff Soriano

Mike Sanche

z

Kevin Bobowski

Lori Richards

on

Derek Slayton

Kelly Ford

Claudine Bianchi

Amelia Ibarra

Keenan Michael Deckma

n

Brian Kardon

Jim Hopkin

s

Kyle Johnso

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Bob Basilier

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Aaron Dun

Frannie Danzing

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Tom O’ Regan

Katie Martell

Jenna Keegan

Emily Wingrov

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Katharine

Mobley

Katie Rogers

Sangram

Vajre

BADASS

ROCKSTAR HUSLTER

MEDIA PARTNERS

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HOSTED BY

#FlipMyFunnel @FlipMyFunnel

299 AccountsCambridge SemanticsHydeParkVP#FlipMyFunnel & Terminus128 Technology451 Research6senseA Sales Guy, Inc.Aberdeen GroupAbsolute ValueAccelent ConsultingAcrolinxActfioADPAEW Capital ManagementAffinioAKA Enterprise SolutionsAkamaiAllocadiaAnaquaANNUITASApptopiaaPriori TechnologiesApttusARCHIBUS Inc.ArkadinAscend2Attend, Inc AttivioAuctus MarketingAudit AnalyticsAutodeskAventionAxialB2B Growth PartnersBAOBAO Inc.BevSpotBitSight TechnologiesBizibleBlack Duck Software

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Let me tell you how the #FlipMyFunnel idea got started

#FlipMyFunnel @FlipMyFunnel

The ProblemLess than 1%

of the leads turn

into customers —Forrester Research

Less than 2% of the cold calls result in appointment — LeadJob

In B2B, on average 7 people are involved in most buying decision — Gartner

Close to 50% of B2B Marketers want to measure pipeline velocity and revenue as the key metrics

— #FlipMyFunnel#FlipMyFunnel @FlipMyFunnel

1,876

98%

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Where Do I Start?

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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

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Solve the problem of the marketing stack…

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Author, “Flip the Funnel”Joseph Jaffe S

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That time we trended higher than Kim K…

M A N I F E S T O

#FlipMyFunnel @FlipMyFunnel

• We strive to be respectful in our engagements with our fellow community members.

• We desire to better ourselves as practitioners and professionals by embracing new knowledge and ideas.

• We are committed to creating an amazingly valuable experience for all community members including conference attendees, online community members, ABM University, event sponsors and speakers.

• We aspire to develop an inclusive community where everyone feels welcome.

Our purpose is to build a vendor-agnostic industry community for Account-Based

Marketing, Sales and Customer Success.

#FlipMyFunnel @FlipMyFunnel

Traditional Funnel

AWARENESSStart broad — Everyone is a target

INTERESTSpend more money to qualify

CONSIDERATIONCall. Email. Call. Email…

PURCHASEYou got me!

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#FlipMyFunnel is born

IDENTIFY Start with the best-fit

EXPAND Focus on people in same roles

ENGAGERight Content, Right Channel

ADVOCATETurn Customers into fans

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IdentifyFind your best-fit customers

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ExpandFocus on the right people

#FlipMyFunnel @FlipMyFunnel

EngageRight content, right channel

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AdvocateTurn customers (and non-customers) into fans F

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© FlipMyFunnel

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Learn about theABM Stack Builder and Raffle in the Sponsor Expo

#FlipMyFunnel @FlipMyFunnel

#FlipMyFunnel @FlipMyFunnel

Meet the ABM University Professors2:50 pm in the Sponsor Expo

#FlipMyFunnel @FlipMyFunnel

featuring

Tonight | 8:30pm –12amLaugh Boston 425 Summer St.

Boston, MA 02210

RHETT PRICE

Thank You and Enjoy the Experience

@sangramvajre#FlipMyFunnel @FlipMyFunnel