#FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce
#FlipMyFunnel Austin - Joe Chernov - ABM Content Marketing "On The Go"
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Transcript of #FlipMyFunnel Austin - Joe Chernov - ABM Content Marketing "On The Go"
Instant observations1
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Why ABM, why now2
Content … it’s been around forever
… just like ABM
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Difference = Cost + Scale
=
Inbound is a tail strategy
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Outbound is just chasing the dragon
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Grossly Oversimplified Visuals to Follow
Trigger Warning
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What we’re doing3
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The first letter in datais anecdote
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What we’re measuring4
Metric 1: MQA Volume
Metric 2: Pipeline from MQA Cohort
Metric 3: Win Rate from MQA Cohort
MQA v. Warm v. Cold: Win Rate & Sales Cycle