Jim Williams - #FlipMyFunnel - Flip Your Funnel
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Transcript of Jim Williams - #FlipMyFunnel - Flip Your Funnel
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Advocate Marketing Experts
250+ customers
Veteransof the B2B marketing revolution
Focused on the science of engagement
and advocacy
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Our “traditional” funnel is … heartbreaking
10%
CONVERSION RATES
From prior stage
64%
3.5%
55%
21%
.25%!
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Our “flipped” funnel is … promising
10%
PR & InfluencerWOM, communities, reviews, speaking
ABM & OutboundSurround selling
Inbound MarketingReferral marketing
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Step 1: Know who you are targeting
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All good marketing starts with data
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Three ABM campaigns
Opening doors
Second chances
Pipeline acceleration
Opening doors with…
Goals: Boost overall Dreamforce ‘buzz factor’
Get the attention of CMOs
Target: 150 key accounts
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Holy crap this actually works!
Most Wanted results
• Influenced 22 opps ($367K)• Sourced 12 opps (270K)• Closed 4 deals• Engaged ~50 accounts
(oh and we paid out 8 bounties)
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Second chances – Buying is scary campaign
Goals: Re-engage dead opps
Target: 250 accounts
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Buying is Scary Results
• Engaged 17 accounts• 4 opportunities • 1 closed won
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Pipeline acceleration
Goal: Accelerate opp velocity through the pipeline using targeted content
Target: 300 opportunities at first stage in our sales process
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“Why Influitive” contentBest Practices Advocacy Influencers
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Pipeline acceleration results
• Targeted 300 opps with 176 matched• 109 (48%) advanced to SQO
• Slightly Less than our average 55%• 12 opps closed
• That’s about average for us (~10%)• Higher velocity on matched accounts
• 42 vs 54 days from opp create to close
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ABM observations (and we are still learning)
1. Know your data (and realize what you don’t know)
2. Know your targetsStudy the lineups and org charts
3. Play small ballDon’t swing for the fences. Test highly personalized messages, then iterate
