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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. 1. Flip your funnel Jim Williams VP Marketing, Influitive @jimcwilliams jim@influitive.com
  2. 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. 3 Our “traditional” funnel is … heartbreaking 10% CONVERSION RATES From prior stage 64% 3.5% 55% 21% .25%!
  4. 4. 4 Our “flipped” funnel is … promising 10% PR & Influencer WOM, communities, reviews, speaking ABM & Outbound Surround selling Inbound Marketing Referral marketing
  5. 5. Step 1: Know who you are targeting 5
  6. 6. All good marketing starts with data 6
  7. 7. Three ABM campaigns Opening doors Second chances Pipeline acceleration 7
  8. 8. Opening doors with… Goals: Boost overall Dreamforce ‘buzz factor’ Get the attention of CMOs Target: 150 key accounts
  9. 9. Holy crap this actually works! 11
  10. 10. Most Wanted results • Influenced 22 opps ($367K) • Sourced 12 opps (270K) • Closed 4 deals • Engaged ~50 accounts (oh and we paid out 8 bounties)
  11. 11. Second chances – Buying is scary campaign Goals: Re-engage dead opps Target: 250 accounts 13
  12. 12. 14
  13. 13. Buying is Scary Results • Engaged 17 accounts • 4 opportunities • 1 closed won
  14. 14. Pipeline acceleration Goal: Accelerate opp velocity through the pipeline using targeted content Target: 300 opportunities at first stage in our sales process 17
  15. 15. “Why Influitive” content 18 Best PracticesAdvocacy Influencers
  16. 16. 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
  17. 17. 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
  18. 18. Flip your funnel Jim Williams VP Marketing, Influitive @jimcwilliams jim@influitive.com

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