WELCOME

TO

Wasn’t this the cheesiest video

you’ve ever seen?

Founder of the #FlipMyFunnel movement

CMO and co-founder, Terminus

Head of Marketing at Pardot, Salesforce

@sangramvajreANNOUNCING!

277 Accounts6senseAccoladeAconexAct-OnAdobe SystemsAdStageAkoonuAlteryxAnaplanAnnuitasApceraApp AnnieApptentiveAria Systems AttendAutodeskAXIS Marketing CommunicationsAxwayB2B News Network/MediumBAARCBeckonBetterWorksBigPandaBitfinder, Inc.BizibleBlackbox.vcBloomReachBlue Jeans NetworkBoardroom InsidersBoomerang CommerceBoomtrain

BoxBrightFunnelBrightTALKBrocadeCommunicationsCallidusCloudCampaign MonitorCaptain401Castlight HealthCentrifyCertain IncCharles SchwabCiscoCloud Cruiser IncClouderaCompanyConvercentCoupaCumulus NetworksDataFoxDatanyzeDCR WORKFORCEDelphixDemandBaseDemand MetricDemandGenDigital RealtyDoubleDutchDropboxDruvaDuettoEdison PartnersEducation elementsEmily Salus

Education elementsEmily SalusEngagioEverStringFinancialForceFinancialForce.comFull Circle InsightsFunnelEnvyFunnelEnvyG2 CrowdGetAccept Inc.GitHubGlobal Customer Success at Cisco SystemsGoodDataGridstoreGTSGuidewire SoftwareGustoH2O.aiHearsay Social Heinz Marketing IncHERO Marketing Hewlett-PackardHG DataHightailHost Analytics IncHP Inc.IBM Systems and Technology GroupInfer

IntacctInfluitiveInnovation Center DenmarkInsideView, Inc.InsightSquaredIntegrateInvertaInvocaIron.ioJive SoftwareJumioKapostKenna SecurityKentikKluge InteractiveKvantum Inc.Kwanzoo IncLattice Engines LeadMDLeadSiftLeadspaceLeanDataLinkedInLiveRampMapRMarcom GurusMarianaIQMarketoMarkistry, LLC.Bespoke Marketing TailorsMCKA GROUPMedallia Inc.

Mediamobz IncMetric TheoryMidokuraMintigoMojo NetworksNeo TechnologyNES FinancialNetLine CorporationNew RelicNewswireNomis SolutionsNutanixNylasObilityOn-Site.comOpenpriseOptimizelyOracleOutreachOutsell, Inc.Pac-12 NetworksPagerDutyPerkutoPFLPixleePole To Win InternationalPramataPresenceLearning

PROS IncProspectDB, Inc.QualysQuantcastQuantcastQuriRadiusRainforest QAReality Works GroupRed HatRegatta MarketingRelationship OneRenaissance LearningRevinateRMGRown ProductionsSaaStrSalesforceSalesLoftSanDisk Sauce LabsSenchaServiceMaxSev One, Inc.Sierra Circuits, Inc.SwrveTendo CommunicaitonsTerminusThe Big Willow. Inc.

SignalFxSiriusDecisionsSitePoint SkytapSoasta, Inc.Social123SparkPostStrikedeckSumo LogicSupport.comSurveyMonkeySwiftStack, Inc. SwrveSymantecTalenerTata CommunicationsTechnologyAdviceTeleTech / CGSSignalFxSiriusDecisionsSitePoint SkytapSoasta, Inc.Social123SparkPostStrikedeckSumo LogicSupport.comSurveyMonkeySwiftStack, Inc.

TIBCO SoftwareThe Pedowitz GroupThird Door MediaThoughtWorksThousandEyesTOPOTrackMavenTradeshiftTriblioTrinity VenturesTrustRadiusTubeMogulTwitterUviaUsVeeam SoftwareVendemoreVendiniVidyardViolin MemoryVisiStatVungleWCMWebgilityWebmarketing123Western Alliance BankWhiteHat SecurityXamarinYesPath, Inc.ZendeskZenIQZuora

Why are we here?

Less 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

Today we take a pledge…

LEADSB.

GONE

RIP

How did #FlipMyFunnel

get started?

1,876

98%

STORY

Where Do I Start?

STORY

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 in addition to sell

#Account-Based Marketing

#SocialSelling

STORY

STORYSolve the problem of the marketing stack…

Author, “Flip the Funnel”Joseph Jaffe

STORY

Atlanta • Chicago • Boston STORY

1,000+ B2B Marketing and Sales professionals

have attended #FlipMyFunnel conference

STORYThe Seven Month Journey

55KOV E R

VIEWS

Since August we’ve had over 55,000 views on

FlipMyFunnel.com

Twitter #FlipMyFunnel has 3 million+ impressions

3Million

+200+ B2B Marketers

responded to #FlipMyFunnel

Survey

200+R E S P O N D E D

300+300+ Marketing and Sales professionals

in the #FlipMyFunnel Slack

community

VENUEMain LevelClub LevelTop Level

-----------------INSPIREThought Leadership

-----------------EMPOWER12 Case Studies

-----------------All Sessions Recorded

Matt Heinz Jill Rowley

Joseph Jaffe

Julia Stead

Jim William

s

Jason Lemkin

Sangram

VajreJon

Miller

Speakers

Dynamic Duos

SPONSORS

BADASS

ROCKSTAR HUSLTER

MEDIA PARTNERS

What the heck is #FlipMyFunnel?

How do I build an ABM stack?

What are the topABM strategies?

1

3

2

What the heck is

?

1

Let’s draw your funnel, shall we?

Jill RowleySean ZinsmeisterChristopher Engman

AWARENESSStart broad — Everyone is a target

INTERESTSpend more money to qualify

CONSIDERATIONCall. Email. Call. Email…

PURCHASEThank God, they didn’t know enough about our competitors

FUNNELP H I L O S O P

H Y

Lead Based

People as numbers

Broad at the top and narrow at the bottom

FUNNELP H I L O S O P

H Y

It’s Personal

IDENTIFY Start with the best-fit

EXPAND Focus on people in same roles

ENGAGERight Content, Right Channel

ADVOCATETurn Customers into fans

FUNNELP H I L O S O P

H Y

Account based

Start with the end in mind

Map tools to strategies

FUNNELP H I L O S O P

H Y

Account-Based Marketing

Focused B2B Smarketing=

FUNNELP H I L O S O P

H Y

What are the top

ABM strategies?

2

B2B Marketing Interactions

Hi Tech

Hi Touch

Low Tech

Low Touch

Display ads and video advertisingFacebook, Twitter, LinkedIn advertisingEmail nurturingContent marketingThought leadership e-books Thought leadership webinars

Direct mailSales callsDoing small targeted eventsVIP Dinners/sporting events

Sponsoring big eventsPrint Ads

Personalized videosCustomer Success webinarsCustomer / industry specific webinarsCustomer product demo

B2B Marketing Interactions

Hi Tech

Hi Touch

Low Tech

Low Touch

Display ads and video advertisingFacebook, Twitter, LinkedIn advertisingEmail nurturingContent marketingThought leadership e-books Thought leadership webinars

Personalized videosCustomer Success webinarsCustomer / industry specific webinarsCustomer product demo

Direct mailSales callsDoing small targeted eventsVIP Dinners/sporting events

Sponsoring big eventsPrint Ads

At ScaleManual

http://bit.ly/abm-frameworkA B M

How do I build a

ABM stack?

3

Criteria for #FlipMyFunnel Stack

WHAT IT IS?A stack from the lens of ABM

Version 2.0Starting point for ABM StrategySubset of the MarTech Stack

specifically designed for building an ABM Strategy

Silver bullet

Terminus endorsed stack

All inclusive MarTech stack

WHAT IT IS NOT?

© FlipMyFunnel

3 things you should do:

Join the #FlipMyFunnel

slack community

Find your #FlipMyFunnel

cape

Visit the lead marketer graveyard

1 2 3

=+

SEE a Funnel

TWEET the Funnel

GET a Funnel

Thank You and Enjoy The Experience

@sangramvajre