B2B Marketing Mega Trends: Evolution Drives Revolution

MEGA TRENDS
>> Evolution Drives Revolution <<
#FlipMyFunnel

#FlipMyFunnel @SangramVajre
Introduction
Evolution – 2000 to 2015
Revolution – 2015 to 2030
01
02
03
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

TECHNOLOGY
EVOLUTION#1
MEGA
TREND
(2000s to 2015)

2000 20102005
Unchanged Channel: Email / Call Unchanged focus: Lead Generation
PredictiveEmail 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

94% of the buying
process is done online
—MarketingProfs
But…we only
know how to
email and call!
RESULTS

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

So, in last decade and half,
Technology Evolution
has left marketers with
more technology and
no real innovation to
enable marketing tactics.
RESULTS
#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

DO-IT-ALL
HEROISM#2
MEGA
TREND
(2000s to 2015)

Low
Touch
Low Tech
High
Touch
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

DO-IT-ALL
HEROISM#2
MEGA
TREND
(2000s to 2015)
RESULTS

15+ channels
Unfocused
Demand Gen and Branding
Poor quality

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-ALL
HEROISM
More
Work

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

MEGA TREND
PREDICTION#1
(2015 to 2025)
Technology Evolution > > Account-Based Marketing

I wrote a book on
this, so it better be
a hot trend :)

The ABM trend is
already growing
strong

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

WHAT IS A CUSTOMER?
A customer is made of
more than one person

Thoughtful Personalization
Engage on their terms
Show value
WHAT DOES YOUR
CUSTOMER WANT?

YOUR CUSTOMER WANTS
TO KNOW THAT YOU CARE...
MORE

YOU WANT YOUR
CUSTOMERS TO
THINK ABOUT YOU
WHILE IN THE
SHOWER

SO, WHAT IS ABM?
Account-Based Marketing
is a
Mindset

Account-Based Marketing is a Mindset
OLD WAY NEW WAY
Email / Call
Lead Generation
Channels that matter
to your customer
Focus on only the
best-fit accounts
and influence the people
within that account

MEGA TREND
PREDICTION#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

HOW DO YOU ACHIEVE
CUSTOMER HEROISM?
Make Your Customers HEROES
in their organization

IMPACT GRAPH
CUSTOMER HEROISM
Low
Impact
(1X)
Need to Do
High
Impact
(10X)
Must Do

My wife, Manmeet
MY IMPACT
GRAPH
WIFE HEROISM
My life long
customer!


Low
Impact
(1X)
Need to Do
High
Impact
(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 away
Flowers on a Wed
Asking her, “What do you want for
Christmas?”
MY IMPACT
GRAPH
WIFE HEROISM

YOUR IMPACT GRAPH
CUSTOMER HEROISM
Low
Impact
(1X)
Need to Do
High
Impact
(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

Low
Impact
(1X)
Need to Do
High
Impact
(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 GRAPH
CUSTOMER HEROISM

EVOLUTION
IS NOT
ABOUT
YOU
#FlipMyFunnel

EVOLUTION
IS ABOUT
REVOLUTION
#FlipMyFunnel

Welcome to
#FlipMyFunnel
Have Questions?
Tweet me
@SangramVajre

B2B Marketing Mega Trends: Evolution Drives Revolution

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