#FlipMyFunnel Austin - Sangram Vajre - What the Heck is #FlipMyFunnel?
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Transcript of #FlipMyFunnel Austin - Sangram Vajre - What the Heck is #FlipMyFunnel?
WELCOME
TO
Wasn’t that the most cheesy
video you have ever seen?
#FlipMyFunnel @sangramvajre
#FlipMyFunnel with Sangram Vajre
• 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#FlipMyFunnel @sangramvajre
Katharine MobleyCMO at
WeCareCard
#FlipMyFunnel Superhero Team
Katie Rogers VP of Client Success at SalesLoft
Nikki NixonDirector of
#FlipMyFunnel
Eren Matsota#FlipMyFunnel
Coordinator
SU
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OS
#FlipMyFunnel @sangramvajre
WI-FINetwork and
Password
HO
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PIN
GSNACKSServed during breaks in the sponsor expo
10 MINUTESBreaks to move between
sessions
BREAKOUT ROOMS
FOOD TRUCKS
Awesome Lunch
#FlipMyFunnel @sangramvajre
SEE a Funnel
TWEET the Funnel
WEARa Funnel
HO
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#FlipMyFunnel @sangramvajre
Why are you 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#FlipMyFunnel @sangramvajre
Today we take a pledge…
LEADSB.
GONE
RIP
#FlipMyFunnel @sangramvajre
Let me tell you how the #FlipMyFunnel idea got started
#FlipMyFunnel @sangramvajre
1,876
98%
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#FlipMyFunnel @sangramvajre
Where Do I Start?
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#FlipMyFunnel @sangramvajre
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 instead
of selling
#Account-Based Marketing
#SocialSelling
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#FlipMyFunnel @sangramvajre
Solve the problem of the marketing stack…
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#FlipMyFunnel @sangramvajre
Author, “Flip the Funnel”Joseph Jaffe S
TO
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#FlipMyFunnel @sangramvajre
Atlanta • Chicago • Boston • San Fran
1,700+ B2B Marketers and Sales professionals
have attended #FlipMyFunnel conference ST
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#FlipMyFunnel @sangramvajre
The Nine Month Journey
92KOV E R
VIEWS
Since August we have over
92,000 views on FlipMyFunnel.com
Twitter #FlipMyFunnel has
over 4 million impressions
4Million
200+ B2B Marketers
responded to #FlipMyFunnel
Survey
200+R E S P O N D E D
900+900+ Marketing and Sales professionals in
the #FlipMyFunnel Slack community
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#FlipMyFunnel @sangramvajre
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#FlipMyFunnel @sangramvajre
269 Accounts360training.com3MAbilaAcademicWorksAcctTwoACFEAct-OnAdobeAdvologix.com LLCAgileAssets Inc.AlienvaultAllClear IDAnomaly SquaredApogee ResultsApptusArcher MalmoARMS ReliabilityArtisan InfrastructureAspen HeightsAssociation of Certified Fraud ExaminersAttendee Management, Inc.AuthorityForceAvention, Inc.AyniB2B inDemandBazaarvoiceBCGBetts RecruitingBig Solutions GroupBigcommerceBoomtrain
BinaryTagBlackbaudBlazer Tag Adventure CenterBloomfireBlueLine RentalBranding MastersBuildGroupBulldog SolutionsCA TechnologiesCalendar HoldingsCandence MarketingCapgeminiCarl Zeiss Microscopy, LLCChaiOneChatsworth ProductsChiron HealthCliQrCloud ElementsCMIT Solutions, Inc.Colliers International Compass LearningContentMarketer.ioContinionConveyCreative CafeCRG: Contract Resource GroupCybernance CorporationD&BDatafinitiDatamark Inc.Dataspan Holdings Inc.
DellDemand Gen ReportDemandbaseDemandGenDigital DefenseDigital HolisticDISCODNBDoubleHornDoximDraegerdrillinginfoDun & BradstreetEffective SpendeMealsEmerson Process ManagementEngagioESO Solutions Inc.EverStringFFWFilestackForcepointFound SimplyFour51FreeAgentFreelanceG2 CrowdGartnerGet Smart ContentGlobal Online Operations at DellgoTransverseGuildQualityHarte HanksHeinz Marketing, Inc.Hive9
Hostwayraabguide.com HyporiilandInnographyInside Sales TeamInsideSales.comInsideViewIntegrate InteleafIntelliPhiInvenio SolutionsInvertaInvodoJaxzen Marketing StrategiesJobs2CareersJournyxKickFire by VisiStatKimbiaKonyLattice EnginesLevel 3 CommunicationsLifesizeMagnificent MarketingMangone & CoMarathon KidsMarin SoftwareMarketing Gunsligners at EQ Consultants Group, LLCMarketingProfsMarketites Tech MarketingMarketoMattersightMedecisionMedia ExcelMicrosoft
Mighty & TrueMintigoMitratechMomentum ABMMyITProsNANarrativeDxNATIONAL INSTRUMENTSNetLine CorporationNetSuitenFusionNirvana Systems, Inc. NodeSourceNorwest Venture PartnersNXP SemiconductorsOneSpitOneSpotOnRampOracleOracle Marketing CloudOSSCubeOutSystemsPacket DesignPentonPFLPG ConsultingPhunwarePivot3PlanviewPractical FitnessPrintGlobe, Inc.Process Solutions Corp.ProcoreQ DMCR2Sonic, LLC
RackspaceRadius Specialty SolutionsRBARD&F AdvertisingReachForceReachForce RealMassiveRebillyRelationship OneRepublic Promos, Inc.RevanaRevionicsRising FallRoyaltyZoneSaba SoftwareSachemSACHEM, INC.SafesiteSailPoint TechnologiesSalesLoftSalesStaffSanDiskSandoval SaviScrypt, Inc.SecurimateSensisSFCGSheerIDSigstrSilicon LabsSiriusDecisionsSnaptrendsSOAR NowSocial123Solarwinds
SpanningSpiceworksSpiceworks, Inc.SplunkSpredfastSpredfsatSpringboxSprinklrStarmountSTIRISTASumoMeSunny Sky Products SweetLabsTalentCubeTechwaveTerminusTexas Service Life Insurance CompanyThe Dialog LabThe New OfficeThirteen23ThunderTixTopo, Inc.TRC Professional SolutionsTrend MicroTrendKiteTrendline InteractiveTrepoint DigitalTREW marketingTrustRadiusUberflipUltimate SoftwareUmbelUnboundID
Union MetricsUpland SoftwareUSAA InvestmentuShipuStudioUXtraordinaryVemVenkel LtdVidyardVisionEdge MarketingVMwareVolacciVyoptaVyzeWebPTWeCare CardWell Planned Web, LLCWhichBox MediaWinning By DesignWP EngineWrittenXactlyYellowFolderZenIQZenossZiftenZilliant, Inc.Zix
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#FlipMyFunnel @sangramvajre
SP
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Lincoln Murphy
Julia Stead
Julia Stead
Jon Miller
Craig Rosenberg
Maria Pergolin
oJoe
ChernovSujan Patel
Hana Abaza
Tonni Bennett
Matt Senato
reJulia Stead
Christopher Long
Jesse Ariss
Kevin Bobowsk
iDavid Raab
Mike Sanche
z
Matt Heinz Keenan
Tony Yang Jason Jue Vinay
BhagatBrian
MaschlerRuss
SomersJoe
QuinnShanel
Vandergriff
Jim Walker
Veronica Servante
z
John Dalton
Simon Spencer
Katharine
MobleyEric
WalschmidtKatie
RogersTim
HandorfSangra
mVajre
#FlipMyFunnel @sangramvajre
BADASS
ROCKSTAR HUSLTER
C ITY AND MEDIA SPONSORS
SP
ON
SO
RS
HOSTED BY
#FlipMyFunnel @sangramvajre
Let’s draw your funnel, shall we?
#FlipMyFunnel @sangramvajre
Traditional Funnel
AWARENESSStart broad — Everyone is a target
INTERESTSpend more money to qualify
CONSIDERATIONCall. Email. Call. Email…
PURCHASEYou got me!
FU
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#FlipMyFunnel @sangramvajre
#FlipMyFunnel is born
IDENTIFY Start with the best-fit
EXPAND Focus on people in same roles
ENGAGERight Content, Right Channel
ADVOCATETurn Customers into fans
FU
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SO
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#FlipMyFunnel @sangramvajre
IdentifyFind your best-fit customers
FU
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EL
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SO
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#FlipMyFunnel @sangramvajre
FU
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EL
PH
ILO
SO
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ExpandFocus on the right people
#FlipMyFunnel @sangramvajre
EngageRight content, right channel
FU
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#FlipMyFunnel @sangramvajre
AdvocateTurn customers (and non-customers) into fans F
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#FlipMyFunnel @sangramvajre
© FlipMyFunnel
FLI
PM
YF
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#FlipMyFunnel @sangramvajre
But WAIT, there’s more…Stay till the end of the Festival for a BIG announcement!
#FlipMyFunnel @sangramvajre
Thank You and Enjoy the
Experience
@sangramvajre#FlipMyFunnel @sangramvajre