True Story: SaaS Account-Based Marketing
Flip My Funnel ConferenceJim WilliamsVP Marketing, Influitive @[email protected]
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Advocate Marketing Experts
250+ customers
Veteransof the B2B marketing revolution
Focused on the science of engagement
and advocacy
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Our “traditional” funnel is … heartbreaking CONVERSION RATES
From prior stage
64%
5%
55%
15%
.27%!
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Our “flipped” funnel is … promising
10%
Advocacy Surround Selling
TargetedABM & Outbound
Inbound MarketingContent & Referral
marketing
4 Approaches to ABM
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FOMO Intros 2nd Chances
Acceleration
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Step 1: Know who you are targeting
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All good marketing starts with data
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Data -> Signals
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Signals - > FOMO
Goals: Boost overall Dreamforce ‘buzz factor’
Get the attention of CMOs
Target: 150 key accounts
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Holy crap this actually works!
Most Wanted results
• Influenced 23 opps (~$400K)• Sourced 12 opps (270K)• Closed 4 deals• Engaged ~50 accounts
(oh and we paid out 8 bounties)
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Second chances – Buying is scary campaign
Goals: Re-engage dead opps
Target: 250 accounts
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Buying is Scary Results
• Engaged 29 accounts• 4 opportunities • 1 closed won
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Pipeline acceleration
Goal: Accelerate opp velocity through the pipeline using targeted content
Target: 175 enterprise opps at first stage in our sales process
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“Why Influitive” contentBest Practices Advocacy Influencers
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More impressions = days, conversion
10 20 30 40 50 75 100 150 200 25020212223242526272829
4042444648505254
Days % Progressed
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ABM observations (and we are still learning)
1. Know your data (and realize what you don’t know)
2. Know your targetsStudy the lineups and org charts
3. Play small ballDon’t swing for the fences. Test highly personalized messages, then iterate
True Story: SaaS Account-Based Marketing
Flip My Funnel ConferenceJim WilliamsVP Marketing, Influitive @[email protected]
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