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#FlipMyFunnel Atlanta: Sunshine Through the Clouds ABM at Salesforce
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#FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

Jan 07, 2017

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Page 1: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

#FlipMyFunnel Atlanta: Sunshine Through the CloudsABM at Salesforce

Page 2: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

I’m Jim

Page 3: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

Salesforce is Building a Path Forward

2009 • 2010 • 2011 2012 • 2013 • 20142014 • 2015 • 2016

September 2016

2011 • 2012 • 2013 2014 • 2015 • 2016

The world’s most innovative companies

in GDP impact by 2020*$389

B

$2.04B

FY17Q2 revenue

24K

employees

“Innovator of the Decade”

IDC White Paper, sponsored by Salesforce, "The Salesforce Economy," August 2016

2M jobs created by 2020

Page 4: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

Salesforce has been doing ABM for a while

Page 5: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce
Page 6: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

PipeACV

Lead Engine

How do we get the word out?

Internal/Owned Channels

EventsWebsite/Blog

EmailSales

External/Paid Channels

SEMSocial

Review SitesOne-Offs

Page 7: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

The Solution

External/Paid Channels

Internal/Owned Channels

ACCOUNT-TARGETED CAMPAIGNS SALES-LED, ACCOUNT-BASED ENGAGEMENT

Engaged Accounts

PipeACV

Page 8: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

might beCONTENT

but

isDATA

Page 9: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

CRM is the center of your customer experience

Website & Analytics

Product

FinanceSocial

Marketing Automation

Service

EventsSales

Page 10: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

To see the truth, you must be able to read the CRM

• Employees• Revenue• Industries• Technology Installed• Corporate Hierarchy:

D-U-N-S Number• Opportunity History• Customer History, Product Usageand more…

Page 11: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

Organize profiles & Expand…

Create reachable segments

Add new target accounts to CRM

Size the market

Steps for Getting Data ABM-Ready:

Prepare for analysis

Destroy duplicates

Enrich accounts with trusted data

Run an assessment

Fill-in key fields for matching

CLEAN & ENRICH CRM ACCOUNT DATA

Find key attributes

OPTIMIZE & UPDATE ⟳

1ANALYZE & BUILD IDEAL CUSTOMER PROFILES2

3

Page 12: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

Salesforce Data ExchangeEasily find and connect the right data into Salesforce with clicks, not code

Page 13: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

12

The Campaign, Part 1

Market to Accounts + Personas

Target Buyers

Sales Cloud Customers

Ready for Take Off

Scrubbed List Get the data right - Ready for Data 150

Page 14: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

Results

engagement at

60% of accounts

Pipe $ to Spend $

100x Love &

Respect

Page 15: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

34

The Campaign, Part 2

Connect to CRM Leads, Opptys

Enable the Sales Army

Page 16: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

What’s Next?

1. Other segments and sub-segments:• Upsell, Mid-Market, Bundled Solutions

2. Website Personalization

3. Account-level Retargeting

4. Direct Mail

5. More Sales Alignment & Enablement

Page 17: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

Moral(s) of the Story

ABM Works on Levels Data is Ace Give Sales

all you’ve got

Page 18: #FlipMyFunnel Atlanta 2016 - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

Thank Y u