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Sunshine Through the Clouds ABM at Salesforce Jim Hopkins Sr. Product Marketer @jimbohops
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#FlipMyFunnel Boston 2016 Keynote - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce

Apr 16, 2017

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

Sunshine Through the CloudsABM at Salesforce

Jim HopkinsSr. Product Marketer@jimbohops

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

I’m Jim

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

2013 • 20142015 • 2016 2008 • 2009 • 2010

2011 • 2012 • 20132014 • 2015 • 2016

2011 • 2012 2013 • 2014

2015

Most innovative

companies in the world

20KFY16 Employees

Salesforce: 4th Largest Enterprise Software Company in the World This Year

4th largest software company based on analyst consensus revenue for FY2017. Salesforce fiscal 2017 guidance provided November 18, 2015: "revenue for the company's full fiscal year 2017 is projected to be approximately $8.0B to $8.1B.”

$ 1.92BFY17Q1 revenue

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

I focus on a set of data solutions for Sales Cloud

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

B2C :: B2B as…

A. Sweet :: Savory

B. Bright & Young :: Old & Stodgy

C. Trump :: Hillary

D. Hook-ups :: Friendships

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

How do we get the word out?

Internal/Owned Channels

Warm Leads EventsWebsite/Blog

EmailSales

External/Paid Channels

SEMSocial

Review SitesOne-Offs

PipeACV

Page 7: #FlipMyFunnel Boston 2016 Keynote - 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

Lifted AccountsPipeACV

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

might beCONTENT

but

isDATA

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

To market the Data, you must see the data

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

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

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

12

The Campaign, Part 1

Market to Accounts + Personas

TargetBuyers

SalesCloudCustomers

ReadyforTakeOff

ScrubbedListScrub the List - Ready for Data 150

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

Results

engagement at

63%of accounts

Pipe $ to Spend $

20x Love &

Respect

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

34

The Campaign, Part 2

Connect to CRM Leads, Opptys

Enable the Sales Army

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

What’s Next?

1. Other segments and subsegments:• Upsell, Propensity to Buy = TLC,

Industries

2. Website Personalization

3. Account-level Retargeting

4. Direct Mail

5. Closer Sales Alignment & Enablement

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

Moral(s) of the Story

B2B is about

friendshipsData is Ace Give Sales

all you’ve got

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

thank y u