#flipmyfunnel boston 2016 keynote - sangram vajre - what the heck is #flipmyfunnel?

WELCOME TO

#FlipMyFunnel @FlipMyFunnel

Wasn’t that the most amazing

version of Happy Birthday you’ve

ever heard?

Hi-Fives / Meet Your Neighbor

@sangramvajre#FlipMyFunnel @FlipMyFunnel

#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)


#FlipMyFunnel Superhero Team

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Katharine Mobley

Advisor at Kevy

Katie Rogers VP of Client Success at SalesLoft

Nikki NixonDirector of

#FlipMyFunnel

Eren Matsota#FlipMyFunnel

Event Coordinator

Jenna KeeganDemand

Generation Guru

Katie MartellMarketing Consultant

Brianna Watts#FlipMyFunnel

Coordinator

moderator

moderator

moderator

moderator

WI-FINetwork and

Password

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PIN

GMEALS & SNACKS

Served during breaks in the sponsor expo

10 MINUTESBreaks to move between

sessions

BREAKOUTSLocated along

this wing

PRODUCT SHOWCASELive demos in the sponsor

expo


SEE a Funnel

TWEET the Funnel

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Jon Miller

Trish Bertuzz

i

Vala Afshar

Lindsy Lettre

Matt Heinz

Craig Rosenbe

rg

Kipp Bodnar

Joe Chernov

Elle Woulfe

Scott Brinker

Jill Rowley

Tony Yang

Tyler Lessar

d

Nadim Hossai

n

Michele Aymold

Adam New-

Waterson

Maria Pergolin

o

Shelley Eleby

Matt Senatore

Jeff Soriano

Mike Sanche

z

Kevin Bobowski

Lori Richards

on

Derek Slayton

Kelly Ford

Claudine Bianchi

Amelia Ibarra

Keenan Michael Deckma

n

Brian Kardon

Jim Hopkin

s

Kyle Johnso

n

Bob Basilier

e

Aaron Dun

Frannie Danzing

er

Tom O’ Regan

Katie Martell

Jenna Keegan

Emily Wingrov

e

Katharine

Mobley

Katie Rogers

Sangram

Vajre

BADASS

ROCKSTAR HUSLTER

MEDIA PARTNERS

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HOSTED BY


299 AccountsCambridge SemanticsHydeParkVP#FlipMyFunnel & Terminus128 Technology451 Research6senseA Sales Guy, Inc.Aberdeen GroupAbsolute ValueAccelent ConsultingAcrolinxActfioADPAEW Capital ManagementAffinioAKA Enterprise SolutionsAkamaiAllocadiaAnaquaANNUITASApptopiaaPriori TechnologiesApttusARCHIBUS Inc.ArkadinAscend2Attend, Inc AttivioAuctus MarketingAudit AnalyticsAutodeskAventionAxialB2B Growth PartnersBAOBAO Inc.BevSpotBitSight TechnologiesBizibleBlack Duck Software

Blue Sail ConsultingBottomline Marketing Consultingbpm'onlineBraftonBrightcoveBrightFunnelBroadridgeBuilding Engines, Inc.Bulldog SolutionsBullhornC6 MarketingCantata SingersCatalogicCengage LearningCervelloCheng & TsuiCheshire ImpactChief MarketerChief OutsidersCintellClavis InsightClearPointClearpool GroupClicksoftwareCodiscopeColiensConRes (Continental Resources)Corero Network SecuritycurataCutter ConsortiumCxceleratorD&BDatadogDataXuDattoDemand Gen Report Demand Spring DemandbaseDemandbase, Inc.

Denice Sakakeeny & AssociatesDentaQuestDigital GuardianDigital WavefrontDocuratedDriftDun & BradstreetDWA MediaDynDynatraceEastSight ConsultingEdison PartnersEiQ NetworksEmerson EcologicsEngagioEnterpriseDBEsolvent MarketingEvariantEventBankEvergageEverStringExopriseExtoleExtreme NetworksFirmexForresterFortegraFreshdeskFull Circle InsightsFuzeG2 CrowdGarfield GroupGartnerGitLabGladlyDoGlobal CapacityGZ ConsultingHealthcare IndustryHeinz Marketing IncHelloTokenHIMSS Media

HourlyNerdHubSpotHult International Business SchoolHyde Park Venture PartnersIANSIBMiCIMSIDCIDGIDG EnterpriseIngenico GroupinSegment, Inc.InsightSquaredIntegrateInteractionsInterContinental BostonInvertaion interactiveitslearningjbarrows LLCJebbitJedoxJornayaJoVEKevyKickFireKlaviyoKronosL.E.K. ConsultingLeadGnomeLeadMDLeanDataLeanData, Inc.LionbridgeListenLoopLocalyticsLogMeInLookBookHQLookout IncLSC DigitalMadison LogicMadison Logic, Inc

MakeTimeMario J. Gabelli School of Business Roger Williams UniversityMarket Resource PartnersMarketing Advisory NetworkMarkForgedMarylouTyler LLCMavrckMetis CommunicationsMimecastMintigoMiraklMobinett Interactive & Boston New TechnologyMOOMovable InkMRPNanigansNeighborhood Health PlanNetLine CorporationNetSuiteNew England Institute of TechnologyNortheast Public Relations, Inc.Northeastern University School of LawOblongOCEANAIR, Inc.OceanosOceanos Inc.Oceanos, Inc.OfferpopOracle Marketing CloudPearson EducationPegasystemsPFLPing IdentityPrecision ThinkingPredictableResponse.IO

PrismHRPromoboxxPropelicsPTCQAI GlobalQuickBaseQvidianRaiRapid 7Rapid7RDMREMIND-A-CAPRenderTribeRepslyRevEngine Marketingrevenue + associatesRevenue ArchitectsRO InnovatiionRobin G ColesRocket SoftwareRockwell AutomationRoojoomSailPointSalesforceSalesforce.comSalesPredictSalsa LabsSalsifySapientNitroSavoir Faire Marketing/CommunicationsScealComScore More SalesScratch Marketing + MediaScratch Marketing and MediaSDLSeamster+ AssociatesSecurity InnovationSelfSevOneShoreGroupShowpad

SigstrSiriusDecisionsSiroma EnterprisesSkywordSlashdot MediaSmartBearSnapAppSocial123Software Secure, Inc.SophwellSSIStaples Business AdvantageStrategic Focus ResearchStratus TechnologiesStraumann Straumann USA LLCSweet Fish MediaTechnology MarketingTechTargetTechTarget SearchCRMTekscanTexter CommunicationsThe Bridge Group, Inc.The Connective GoodThird Door MediaThomson ReutersTITop Line Systems, LLC.Topo, Inc.TracelinkTranspayTripadvisorTrue FitTrue InfluenceUnbound GrowthUnidine CorporationV.i. LabsVC/Growth backedVeeam Software CorpVendemoreVentureApp

VerndaleVeson NauticalVideoLinkVidyardViewpoint CreativeVirtual Towns & SchoolsVisionaryVoltDBVoya FinancialVP Business DevelopmentWakefly, IncWhatArmyWhiteHat SecurityWileyWind River - IntelZenIQZeta Zift SolutionsZixiZoomInfo

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Let me tell you how the #FlipMyFunnel idea got started


The ProblemLess 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 @FlipMyFunnel

1,876

98%

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Where Do I Start?

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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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Solve the problem of the marketing stack…

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Author, “Flip the Funnel”Joseph Jaffe S

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That time we trended higher than Kim K…

M A N I F E S T O


• We strive to be respectful in our engagements with our fellow community members.

• We desire to better ourselves as practitioners and professionals by embracing new knowledge and ideas.

• We are committed to creating an amazingly valuable experience for all community members including conference attendees, online community members, ABM University, event sponsors and speakers.

• We aspire to develop an inclusive community where everyone feels welcome.

Our purpose is to build a vendor-agnostic industry community for Account-Based

Marketing, Sales and Customer Success.

Traditional Funnel

AWARENESSStart broad — Everyone is a target

INTERESTSpend more money to qualify

CONSIDERATIONCall. Email. Call. Email…

PURCHASEYou got me!

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#FlipMyFunnel is born

IDENTIFY Start with the best-fit

EXPAND Focus on people in same roles

ENGAGERight Content, Right Channel

ADVOCATETurn Customers into fans

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IdentifyFind your best-fit customers

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ExpandFocus on the right people


EngageRight content, right channel

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AdvocateTurn customers (and non-customers) into fans F

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Learn about theABM Stack Builder and Raffle in the Sponsor Expo



Meet the ABM University Professors2:50 pm in the Sponsor Expo


featuring

Tonight | 8:30pm –12amLaugh Boston 425 Summer St.

Boston, MA 02210

RHETT PRICE

Thank You and Enjoy the Experience
