About the Panelists

Justin Gray@jgraymatter

CEO & FounderLeadMD

Sangram Vajre@SangramVajre

CMO & Co-FounderTerminus

Brandon Redlinger@Brandon_Lee_09Director of Growth

Engagio

Agenda

• What is #FlipMyFunnel?

• The importance of sales and marketing alignment

• How to build an ABM Playbook

• Q & A

Flipping Funnels:

How Account-Based Marketing

is Changing Everything

What is #FlipMyFunnel?

Why are you here?

Lessthan 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

50% of B2B

Marketers want to measure

pipeline velocity and

revenue as the key metrics

— #FlipMyFunnel

The old way of thinking is sinking.Teaching old dogs new tricks is hard.

Let’s flip the funnelChange is hard but what if we made it fun?

FocusedB2B

“Smarketing”

Account based

Start with the end in mind

Map tools to strategies

Why is marketing & sales alignment essential?

For every 400 inquiries, only 1 becomes a closed opportunity.

That is a conversion rate of only .25%.

The traditional funnel promotes waste.

What does the current sales & marketing cycle look like?

Marketing SalesM

QL/

SAL

Why should I call this guy? He only

downloaded a whitepaper!

Think Account Relationships. Not Leads.

Buyer engagement as a joint account plan between sales &

marketing Ac

coun

t

Buying Committee

This is how you engage in an ABM model

Marketing

MQ

L/SA

L

Executives

Sales

How do you engage your target accounts accounts?

You Need a Playbook!

1. Players2. Touches3. Channels4. Timing5. Content

Key Elements of a Playbook

The Buying Team: • Initiator• Decision Maker• Buyer• Influencer• User• Gatekeeper

#1 - The PlayersThe Selling Team: • Sales• Marketing• CS• Executive staff• Product/Eng.• Etc.

#2 – The Number

75%

The Experts are wrong…

Mediocrity is NOT ok!

Not all touches are created equal.

75%

• CofffeSender• PFL• Social• Text messages• Personal video• Google Hangout• Door to door

• Free standing inserts in newspapers• Personal website• AngelList profile• Slideshare• Fax• Ads

#3 – The Channels

#4 – The Timing

75%

“The difference between lettuce and garbage is timing.”

Avoid at all costs!

Instead:• Reemphasize business value• Offer insight• Educate • Share news

#4 – The Content

Example Play – “Core Prospecting”

Overview: • Manually launched• 12 steps

Players: • Our Team• Marketing • CEO• ADR

• Their Team• Head of Marketing• Head of Sales• Head of Sales Dev.

Core Prospecting Play

Core Prospecting Play

Core Prospecting Play

To: Head of MarketingFrom: CEO

Core Prospecting Play

The Engagio Playbook

Engagio.com/playbook

About the Panelists

Justin Gray@jgraymatter

CEO & FounderLeadMD

Sangram Vajre@SangramVajre

CMO & Co-FounderTerminus

Brandon Redlinger@Brandon_Lee_09Director of Growth

Engagio