#flipmyfunnel atlanta 2016 - aya fawzy & kim hajec - abm isn't new: how to align your...

#FlipMyFunnel Atlanta: ABM Isn't New- How To Align Your Martech Tools to Fuel Growth

Kim HajecHead of Global MarketingTungsten Network

#FlipMyFunnel #ABM@Kimhajec

Technology has caught upConsumer buying behavior has changedMarketers have access to new data and insightSales more reliant on Marketing than ever before

Times Have Changed

#FlipMyFunnel #ABM

Roles of Marketing & Sales - Yesterday

@Kimhajec

Yesterday:

Collect Leads Throw Over The Wall

TradeshowsEmail CampaignsDirect MailTelemarketing

#FlipMyFunnel #ABM

Roles of Marketing & Sales - Today

@Kimhajec

Today:

Collect, educate, nurture, sell and prep for RFP/Close

SEM/SEOWebinarsSocial Media (LinkedIn)Content downloadsVideo ViewsEvents

#FlipMyFunnel #ABM

How To Get Off The Ground

@Kimhajec

Challenges: Changing the mindset of sales executives – who

have found success in the past Marketing is an ally not an enemy Not all sales reps embrace technology What happens when the prospect is more educated

then the sales rep Convincing management to invest in the tools for

success. Aligning with IT for implementation and ongoing

support

#FlipMyFunnel #ABM

Refine What Is Familiar

Website

CRM/MA

Content

SEO/SEMSEO and SEM have been around forever, but few really get it. Tap into an expert and clean up your search. This area should continue to improve and get stronger month over month

SEO/SEM

CRM and Marketing Automation tools are key to being able to collect, distribute and analyze prospects/leads/sales for marketing decisions

CRM/MA

Create content that is meaningful to your target audience(s). Content creation never ends – but each piece should have an anticipated shelf life

Content

Focus on Website a key piece of technology that enables all other. Good CMS, architecture, tagging,

Website

@Kimhajec


All of the Parts Were Broke or Missing

No CRM being actively usedPardot being used as email delivery system only

IP Addresses have been abusedWebsite redesign project taking longer and more

costly than had plannedNo SEO/SEM

Sales has little marketing support other than tradeshows and sales collateral

Sales focused on relationship selling to fortune 1000


10 Months Later The Engine is Sound

#FlipMyFunnel #ABM

Try Something New

Content creation, refinement and targeting based on long tail search. Delivering the correct message to the correct target at the time its searched!

@Kimhajec

#FlipMyFunnel #ABM

Try Something New

@Kimhajec

#FlipMyFunnel #ABM

Technology focused ABM

Where do they want to find you. Each industry, each country and each level is different. Is your data being segmented by how your audience wants to engage with you.

Where

When is the right time to serve up the right content. Is it after a website visit, after a download of a whitepaper, or maybe its before a webinar. Understand what works and repeat.

When

Who is searching for you, what are they looking for and are you delivering the right message/content

Who

How do your prospects/clients like to be talked to. Video, email, blogs, reports, research, infographics. Is it a combination based on where they are in each stage of their buying cycle.

How

@Kimhajec

#FlipMyFunnel #ABM

Origami of Tactics & Content

One to One communicationsIdentify your targetsSpeak their languageTopics and headlines that are meaningful

EmailIndustry related adsShow experience in spaceUnderstanding of challenges

Paid Search & Social

Short/Entertaining/Relevant

VideoThink quality rather than quantity

Events

There are many variations of passages of Lorem Ipsum available, but the majority have suffered.

Email

Video

Paid

Events

@Kimhajec

#FlipMyFunnel #ABM

The Journey & Insight

May 2016 June 2016 July 2016 Aug 2016 Sept 2016 Oct 2016

• Receives & opens webinar invite

• Receives newsletter email & visits content hub

• Downloads e-book• Downloads STP eBook• Re-opens newsletter

email and visits content hub

• Receives & opens nurture email

• Receives, opens & clicks in 2 nurture emails

• Visits multiple pages on website around product offerings

• Visits Tungsten Network website

• Opens & clicks in nurture emails

• Receives & opens email

• Visits Tungsten Network website

+5

+1 +9 +5

+5+72

@Kimhajec

#FlipMyFunnel #ABM

Be Flexible & Nimble

Try Something New

Some things will fail

TRACK TRACK TRACK

Continue to invest in Martech

Partner with sales

Be patient with sales

TRACK TRACK TRACK

If it doesn’t work – move on

@Kimhajec

#FlipMyFunnel #ABM

Thank You!Questions?

@Kimhajec