MEGA TRENDS>> Evolution Drives Revolution

<<

#FlipMyFunnel

#FlipMyFunnel @SangramVajre

Introduction

Evolution – 2000 to 2015

Revolution – 2015 to 2030

010203

THE RUN DOWN

Sangram here!

• 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

Introduction

#FlipMyFunnel @SangramVajre

TECHNOLOGY EVOLUTION#

1

MEGA TREND

(2000s to 2015)

2000 20102005

Unchanged Channel: Email / Call

Unchanged focus: Lead Generation

Predictive

Email Marketing Marketing Automation

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

TECHNOLOGY EVOLUTION#

1

MEGA TREND

(2000s to 2015)

RESULTS

@sangramvajre#FlipMyFunnel @FlipMyFunnel

#1 challenge for B2B marketers is generating high quality leads

— IDG Research

But…isn’t that what we thought we were focusing on?

RESULTS

#FlipMyFunnel @SangramVajre

@sangramvajre#FlipMyFunnel @FlipMyFunnel

94% of the buying process is done online —MarketingProfs

But…we only know how to email and call!

RESULTS

#FlipMyFunnel @SangramVajre

On average, 7 to 12 people part of the decision making process —Gartner

But…we only talk to one person that is in our CRM or MAP or filled out a form.

RESULTS

#FlipMyFunnel @SangramVajre

So, in last decade and half, Technology Evolution has left marketers with more technology and no real innovation to enable marketing tactics.

RESULTS

#FlipMyFunnel @SangramVajre

#FlipMyFunnel

STACK GRADER: Graded Account-Based Marketing stack of over 100+ companies. Shows an average of 20 tools per company.

#FlipMyFunnel @FlipMyFunnel

bit.ly/stack-grader

#FlipMyFunnel @SangramVajre

DO-IT-ALLHEROISM#

2

MEGA TREND

(2000s to 2015)

@sangramvajre#FlipMyFunnel @FlipMyFunnel

Low Touch

Low Tech

HighTouch

High Tech Display advertising on social

(Twitter, Facebook, etc) Email nurturing Content marketing Thought leadership ebooks Thought leadership webinars

Sponsoring big events Print Ads

Direct mail Sales calls Doing small, targeted events VIP dinners / sporting events

Personalized videos Customer Success webinars Customer/industry specific

webinars Customer product demo

#FlipMyFunnel @SangramVajre

DO-IT-ALLHEROISM#

2

MEGA TREND

(2000s to 2015)

RESULTS

@sangramvajre#FlipMyFunnel @FlipMyFunnel

15+ channels Unfocused Demand Gen and Branding Poor quality

#FlipMyFunnel @SangramVajre

@sangramvajre#FlipMyFunnel @FlipMyFunnel

THE MEGA TRENDS FROM 2000 TO 2015 HAS LEFT US WITH THIS:

+ =Less than 1% of leads turn into customers — Forrester

RESULTS:TECHNOLOGY EVOLUTION

More Technology

DO-IT-ALLHEROISM

More Work

#FlipMyFunnel @SangramVajre

THE GOOD NEWS

Today you can change the course of the future….The two mega trends for the next decade and a half will challenge the status quo

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

MEGA TRENDPREDICTION#

1

(2015 to 2025)

Technology Evolution > > Account-Based Marketing

@sangramvajre#FlipMyFunnel @FlipMyFunnel

I wrote a book on this, so it better be a hot trend :)

#FlipMyFunnel @SangramVajre

@sangramvajre#FlipMyFunnel @FlipMyFunnel

The ABM trend is already growing strong

 

#FlipMyFunnel @SangramVajre

WHAT IS AN ACCOUNT?

An account is your customer that is either paying you today or will pay you tomorrow because you solve for their

needs#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

WHAT IS A CUSTOMER?

A customer is made of more than one person

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

@sangramvajre#FlipMyFunnel @FlipMyFunnel

Thoughtful PersonalizationEngage on their terms

Show value

 

#FlipMyFunnel @SangramVajre

WHAT DOES YOUR

CUSTOMER WANT?

YOUR CUSTOMER WANTS TO KNOW THAT YOU

CARE... MORE#FlipMyFunnel @SangramVajre

YOU WANT YOUR CUSTOMERS TO THINK ABOUT YOU WHILE IN THE SHOWER

#FlipMyFunnel @SangramVajre

SO, WHAT IS ABM?

Account-Based Marketing is a

Mindset

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

Account-Based Marketing is a MindsetOLD WAY NEW WAY

Email / Call Lead Generation

Channels that matter to your customer

Focus on only the best-fit accounts and influence the peoplewithin that account

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

MEGA TRENDPREDICTION#

2

(2015 to 2025)

Do-it-all Heroism >> Customer Heroism

WHAT IS CUSTOMER HEROISM?

Customer believes you can solve their problems

Customer feels empowered Customer trusts you

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

HOW DO YOU ACHIEVE CUSTOMER HEROISM?

Make Your Customers HEROES in their organization

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

@sangramvajre#FlipMyFunnel @FlipMyFunnel

IMPACT GRAPH

CUSTOMER HEROISM

Low Impact (1X)

Need to Do

HighImpact(10X)

Must Do

#FlipMyFunnel @SangramVajre

My wife, Manmeet

@sangramvajre#FlipMyFunnel @FlipMyFunnel

MY IMPACT GRAPHWIFE HEROISM

My life long customer!

#FlipMyFunnel @SangramVajre

@sangramvajre#FlipMyFunnel @FlipMyFunnel

Low Impact (1X)

Need to Do

HighImpact(10X)

Must Do

Clean cars, pay the bills on time, take kids to

soccer

Try to become both Mom and Dad on the weekends and let her have some personal time Do dishes when she is

awayFlowers on a Wed

Asking her, “What do you want for Christmas?”

MY IMPACT GRAPHWIFE HEROISM

#FlipMyFunnel @SangramVajre

@sangramvajre#FlipMyFunnel @FlipMyFunnel

YOUR IMPACT GRAPHCUSTOMER HEROISM

Low Impact (1X)

Need to Do

HighImpact(10X)

Must Do

Email newsletter

Blog and website updates Analyst recommendations

In-person events

Industry or persona-based webinar

Account-based advertising/messaging or FB Ads

#FlipMyFunnel @SangramVajre

@sangramvajre#FlipMyFunnel @FlipMyFunnel

Low Impact (1X)

Need to Do

HighImpact(10X)

Must Do

What would happen if you

got rid of everything here?

What will happen if you put all your

focus here?

YOUR IMPACT GRAPHCUSTOMER HEROISM

#FlipMyFunnel @SangramVajre

EVOLUTIONIS NOTABOUTYOU#FlipMyFunnel

#FlipMyFunnel @SangramVajre

EVOLUTIONIS ABOUTREVOLUTION

#FlipMyFunnel @SangramVajre

#FlipMyFunnel

@sangramvajre#FlipMyFunnel @FlipMyFunnel

Welcome to #FlipMyFun

nel

Have Questions?

Tweet me@SangramVaj

re

#FlipMyFunnel @SangramVajre