#flipmyfunnel boston 2016 keynote - jeff soriano - my abm journey: don't make the mistakes i...
TRANSCRIPT
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ABM
ACCOUNT BASED
MARKETING
FLIP YOUR FUNNEL
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Are we doing ABM?
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IDENTIFY - ICPVerticals (Retail, CPG, M&E)Annual Rev(>$50M)Social, Digital, e-Comm, Brand
ACCOUNT BASED ADVERTISINGMadison LogicLinkedInLeadspace
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EXPANDSalesify – Account Gap AnalysisTerminusRainKing
ENGAGE – OMNI-CHANNELTerminusBWGMarketoCalling Campaigns
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No Touch
POTENTIAL
PERSONALIZATION
MidTouch
HighTouch
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NO TOUCH ENGAGEMENT MODEL
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FRAMEWORK
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PLAYBOOKç
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MID-TOUCH – RELEVANT CONTENT
Hello First Name,
As the Title at Company, I’m curious if you face any of the following challenges:
Dynamic content based on title
Here are some great examples of how we have worked with other Industry companies to overcome those obstacles.
Dynamic content based on industry
If any of this peaks your interest please…
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HIGH TOUCH – PERSONALIZED CONTENT
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BEFORE ABM46% of bookings from ICP accounts
AFTER ABM66% of booking from ICP account
Before After0%
10%20%30%40%50%60%70%80%90%
100%
No ICP
Agency
Mid-Market
Large
Strategic
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20% INCREASE IN AOVFocused on the right accounts and the right people
Before After
AOV
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Questions