#FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Revolution
Post on 16-Apr-2017
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MEGA TRENDS>> Evolution Drives Revolution
<<
#FlipMyFunnel
#FlipMyFunnel @SangramVajre
Introduction
Evolution – 2000 to 2015
Revolution – 2015 to 2030
010203
THE RUN DOWN
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
TECHNOLOGY EVOLUTION#
1
MEGA TREND
(2000s to 2015)
2000 20102005
Unchanged Channel: Email / Call
Unchanged focus: Lead Generation
Predictive
Email Marketing Marketing Automation
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
TECHNOLOGY EVOLUTION#
1
MEGA TREND
(2000s to 2015)
RESULTS
@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
@sangramvajre#FlipMyFunnel @FlipMyFunnel
94% of the buying process is done online —MarketingProfs
But…we only know how to email and call!
RESULTS
#FlipMyFunnel @SangramVajre
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
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
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
DO-IT-ALLHEROISM#
2
MEGA TREND
(2000s to 2015)
@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
DO-IT-ALLHEROISM#
2
MEGA TREND
(2000s to 2015)
RESULTS
@sangramvajre#FlipMyFunnel @FlipMyFunnel
15+ channels Unfocused Demand Gen and Branding Poor quality
#FlipMyFunnel @SangramVajre
@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
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
MEGA TRENDPREDICTION#
1
(2015 to 2025)
Technology Evolution > > Account-Based Marketing
@sangramvajre#FlipMyFunnel @FlipMyFunnel
I wrote a book on this, so it better be a hot trend :)
#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
The ABM trend is already growing strong
#FlipMyFunnel @SangramVajre
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
WHAT IS A CUSTOMER?
A customer is made of more than one person
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Thoughtful PersonalizationEngage on their terms
Show value
#FlipMyFunnel @SangramVajre
WHAT DOES YOUR
CUSTOMER WANT?
YOUR CUSTOMER WANTS TO KNOW THAT YOU
CARE... MORE#FlipMyFunnel @SangramVajre
YOU WANT YOUR CUSTOMERS TO THINK ABOUT YOU WHILE IN THE SHOWER
#FlipMyFunnel @SangramVajre
SO, WHAT IS ABM?
Account-Based Marketing is a
Mindset
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
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
MEGA TRENDPREDICTION#
2
(2015 to 2025)
Do-it-all Heroism >> Customer Heroism
WHAT IS CUSTOMER HEROISM?
Customer believes you can solve their problems
Customer feels empowered Customer trusts you
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
HOW DO YOU ACHIEVE CUSTOMER HEROISM?
Make Your Customers HEROES in their organization
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
@sangramvajre#FlipMyFunnel @FlipMyFunnel
IMPACT GRAPH
CUSTOMER HEROISM
Low Impact (1X)
Need to Do
HighImpact(10X)
Must Do
#FlipMyFunnel @SangramVajre
My wife, Manmeet
@sangramvajre#FlipMyFunnel @FlipMyFunnel
MY IMPACT GRAPHWIFE HEROISM
My life long customer!
#FlipMyFunnel @SangramVajre
@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
@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
@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
EVOLUTIONIS NOTABOUTYOU#FlipMyFunnel
#FlipMyFunnel @SangramVajre
EVOLUTIONIS ABOUTREVOLUTION
#FlipMyFunnel @SangramVajre
#FlipMyFunnel
@sangramvajre#FlipMyFunnel @FlipMyFunnel
Welcome to #FlipMyFun
nel
Have Questions?
Tweet me@SangramVaj
re
#FlipMyFunnel @SangramVajre
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