Jim Williams - #FlipMyFunnel - Flip Your Funnel
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Jim Williams, VP of Marketing at Influitive, presents "Flip Your Funnel" in Boston and Chicago #FlipMyFunnel Roadshows.
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Jim Williams - #FlipMyFunnel - Flip Your Funnel
- 1. Flip your funnel Jim Williams VP Marketing, Influitive @jimcwilliams jim@influitive.com
- 2. 2 Advocate Marketing Experts 250+ customers Veteran s of the B2B marketing revolution Focuse d on the science of engagement and advocacy
- 3. 3 Our “traditional” funnel is … heartbreaking 10% CONVERSION RATES From prior stage 64% 3.5% 55% 21% .25%!
- 4. 4 Our “flipped” funnel is … promising 10% PR & Influencer WOM, communities, reviews, speaking ABM & Outbound Surround selling Inbound Marketing Referral marketing
- 5. Step 1: Know who you are targeting 5
- 6. All good marketing starts with data 6
- 7. Three ABM campaigns Opening doors Second chances Pipeline acceleration 7
- 8. Opening doors with… Goals: Boost overall Dreamforce ‘buzz factor’ Get the attention of CMOs Target: 150 key accounts
- 11. Holy crap this actually works! 11
- 12. Most Wanted results • Influenced 22 opps ($367K) • Sourced 12 opps (270K) • Closed 4 deals • Engaged ~50 accounts (oh and we paid out 8 bounties)
- 13. Second chances – Buying is scary campaign Goals: Re-engage dead opps Target: 250 accounts 13
- 14. 14
- 16. Buying is Scary Results • Engaged 17 accounts • 4 opportunities • 1 closed won
- 17. Pipeline acceleration Goal: Accelerate opp velocity through the pipeline using targeted content Target: 300 opportunities at first stage in our sales process 17
- 18. “Why Influitive” content 18 Best PracticesAdvocacy Influencers
- 19. 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 19
- 20. ABM observations (and we are still learning) 1. Know your data (and realize what you don’t know) 2. Know your targets Study the lineups and org charts 3. Play small ball Don’t swing for the fences. Test highly personalized messages, then iterate 20
- 21. Flip your funnel Jim Williams VP Marketing, Influitive @jimcwilliams jim@influitive.com
Notas del editor
- As a company, Influitive has made understanding this science of advocacy our mission. We’ve literally collect years of data from our work with hundreds of the most sophisticated digital marketers in the business. I’ll give you a sampling of these companies in just a second, but a little more about the company We are HQ in Toronto with offices in Boston, SF and Palo Alto. We have about 130 employees today We’re veterans of the revolution that’s swept B2B marketing over the last 10 years. In fact, you may say the team here is most responsible for the rise of the quants – scientific, accountable marketing. Most of the mgmt team including our founder and CEO Mark Organ, created and built Eloqua – the first marketing automation platform company, which was later acquired by Oracle for nearly $1B. We are totally focused on advocacy because we fervently believe that this is the last great sustainable marketing channel, and the new customer engagement imperative. Every other marketing channel – email, ads, social – represent a race to the bottom in terms of response rates and engagement. The voice of your customer will continue to be the most effective way to convince and convert your buyers.