"BFFs are the New MQL" presented by Justin Keller at the 2018 #FlipMyFunnel B2B Marketing and Sales Conference. To learn more about #FlipMyFunnel, visit flipmyfunnel.com.

1. BFFs Are the
New MQL

2. @JustinKeller
@Sigstr
justin@sigstr.com
Hi, I’m Justin

3. What We’re Covering
Relationships: Super Important
Scaling and Measuring Your Relationship Development
Fun Tips on Building B2B Relationships

4. 4
Making Friends
Ain’t Easy
87%
Sales and Marketing
professionals that
believe that
relationships are
critical to their
revenue goals.
30%
Sales and Marketing
professionals that
believe that they can
develop the kind of
relationships that
impact revenue.

5. 5
Investing in
Relationships
81% of businesses will invest MORE in
brand over the next 5 years.
The number of SDRs has quintupled
over the past 10 years.
⅔ of B2B companies are dedicating
>25% of their budget to events.

6. 6
How to Make
BFFs Your New
MQL
MQLs: Helpful
Relationships: Crucial

7. 46%
More effective in
generating business
after a warm
introduction.
7
Warm
Introductions
DO
Involve your introducer in your
relationship.
The “Bear Hug”
Start with who you DO know, not
who you WANT to know.

8. 8
DON’T
Cut to the chase.
Have an agenda.
Rely on LinkedIn.
Warm
Introductions
86%
Of people sometimes
or never make warm
introductions.

9. 9
DO
Social research happy hours.
Do Your
Homework

10. 14%
Percent of sales and marketing
pros satisfied with the level of
information they have on target
contacts and accounts.
10
Do Your
Homework DON’T
Be creepy.
Use information as tokens.
Rely on your CRM.

11. 11
Measuring
Relationships
Spread: The number of them that have at
least one relationship with us.
Scope: The number of them that we want to
have a relationship with.
Depth: The number of us that have a
relationship with one of them.
Strength: The amount of power and
influence one of us has with one of them.
1 2 3 4
((Spread x Strength) + (Spread x Depth))
Scope

12. Relationship Indicators
12
Shared Metrics Awareness
Visits
Uniques
Engagement
Replies
Meetings
Penetration
Contacts per Account
Relationships
Email Volume
Meeting Volume
Shared Contacts
Social Reciprocity
10% | 7%
Sales | Marketing
satisfied with their ability to
measure relationships.

13. 13
Scaling
Relationships
Among the highest performing
sales and marketing
professionals, only 43% believe
they’re any good at scaling
relationships.
Don’t be afraid of the non-
scalable.
Start small.
Be consistent and repetitive with
strategy.
Be creative and unique with
tactics.
Be thoughtful.
Don’t sweat your lead scores.

14. 14
Last Tips
The Letterbomb.
Hey, You’re Cool. The Benjamin
Franklin Effect.

15. 15
Let’s Become Best Friends
(You’re cool.)