Download - #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

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Page 1: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

MEGA TRENDS>> Evolution Drives Revolution

<<

#FlipMyFunnel

Page 2: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

#FlipMyFunnel @SangramVajre

Introduction

Evolution – 2000 to 2015

Revolution – 2015 to 2030

010203

THE RUN DOWN

Page 3: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

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

Page 4: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

TECHNOLOGY EVOLUTION#

1

MEGA TREND

(2000s to 2015)

Page 5: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

2000 20102005

Unchanged Channel: Email / Call

Unchanged focus: Lead Generation

Predictive

Email Marketing Marketing Automation

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

Page 6: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

TECHNOLOGY EVOLUTION#

1

MEGA TREND

(2000s to 2015)

RESULTS

Page 7: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

@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

Page 8: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

@sangramvajre#FlipMyFunnel @FlipMyFunnel

94% of the buying process is done online —MarketingProfs

But…we only know how to email and call!

RESULTS

#FlipMyFunnel @SangramVajre

Page 9: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

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

Page 10: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

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

Page 11: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

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

Page 12: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

DO-IT-ALLHEROISM#

2

MEGA TREND

(2000s to 2015)

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@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

Page 14: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

DO-IT-ALLHEROISM#

2

MEGA TREND

(2000s to 2015)

RESULTS

Page 15: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

@sangramvajre#FlipMyFunnel @FlipMyFunnel

15+ channels Unfocused Demand Gen and Branding Poor quality

#FlipMyFunnel @SangramVajre

Page 16: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

@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

Page 17: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

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

Page 18: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

MEGA TRENDPREDICTION#

1

(2015 to 2025)

Technology Evolution > > Account-Based Marketing

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@sangramvajre#FlipMyFunnel @FlipMyFunnel

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

#FlipMyFunnel @SangramVajre

Page 20: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

@sangramvajre#FlipMyFunnel @FlipMyFunnel

The ABM trend is already growing strong

 

#FlipMyFunnel @SangramVajre

Page 21: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

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

Page 22: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

WHAT IS A CUSTOMER?

A customer is made of more than one person

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

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@sangramvajre#FlipMyFunnel @FlipMyFunnel

Thoughtful PersonalizationEngage on their terms

Show value

 

#FlipMyFunnel @SangramVajre

WHAT DOES YOUR

CUSTOMER WANT?

Page 24: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

YOUR CUSTOMER WANTS TO KNOW THAT YOU

CARE... MORE#FlipMyFunnel @SangramVajre

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

#FlipMyFunnel @SangramVajre

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SO, WHAT IS ABM?

Account-Based Marketing is a

Mindset

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

Page 27: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

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

Page 28: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

MEGA TRENDPREDICTION#

2

(2015 to 2025)

Do-it-all Heroism >> Customer Heroism

Page 29: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

WHAT IS CUSTOMER HEROISM?

Customer believes you can solve their problems

Customer feels empowered Customer trusts you

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

Page 30: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

HOW DO YOU ACHIEVE CUSTOMER HEROISM?

Make Your Customers HEROES in their organization

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre

Page 31: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

@sangramvajre#FlipMyFunnel @FlipMyFunnel

IMPACT GRAPH

CUSTOMER HEROISM

Low Impact (1X)

Need to Do

HighImpact(10X)

Must Do

#FlipMyFunnel @SangramVajre

Page 32: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

My wife, Manmeet

@sangramvajre#FlipMyFunnel @FlipMyFunnel

MY IMPACT GRAPHWIFE HEROISM

My life long customer!

#FlipMyFunnel @SangramVajre

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@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

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@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

Page 35: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

@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

Page 36: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

EVOLUTIONIS NOTABOUTYOU#FlipMyFunnel

#FlipMyFunnel @SangramVajre

Page 37: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

EVOLUTIONIS ABOUTREVOLUTION

#FlipMyFunnel @SangramVajre

#FlipMyFunnel

Page 38: #FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution

@sangramvajre#FlipMyFunnel @FlipMyFunnel

Welcome to #FlipMyFun

nel

Have Questions?

Tweet me@SangramVaj

re

#FlipMyFunnel @SangramVajre