The document discusses two mega trends in marketing from 2000-2030. From 2000-2015, the trends were:
1) Technology Evolution - Marketers gained more technology but did not innovate tactics to use it effectively
2) Do-It-All Heroism - Marketers tried many channels without focus, resulting in poor quality leads.
From 2015-2030, the predicted trends are:
1) Account-Based Marketing will challenge the status quo as the focus shifts to targeting accounts rather than individuals
2) Customer Heroism will replace Do-It-All Heroism, empowering customers by solving their problems and making them trusted heroes within their organizations. The document advocates focusing marketing efforts
3. 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
#FlipMyFunnel @SangramVajre
9. 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
#FlipMyFunnel @SangramVajre
10. So, in last decade and half,
Technology Evolution
has left marketers with
more technology and
no real innovation to
enable marketing tactics.
RESULTS
#FlipMyFunnel @SangramVajre
#FlipMyFunnel
11. 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
#FlipMyFunnel @SangramVajre
16. @sangramvajre#FlipMyFunnel @FlipMyFunnel
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
#FlipMyFunnel @SangramVajre
17. 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
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
21. 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
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
22. WHAT IS A CUSTOMER?
A customer is made of
more than one person
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
26. SO, WHAT IS ABM?
Account-Based Marketing
is a
Mindset
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
27. 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
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
29. WHAT IS CUSTOMER HEROISM?
Customer believes you can solve their problems
Customer feels empowered
Customer trusts you
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
30. HOW DO YOU ACHIEVE
CUSTOMER HEROISM?
Make Your Customers HEROES
in their organization
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre
33. @sangramvajre#FlipMyFunnel @FlipMyFunnel
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
#FlipMyFunnel @SangramVajre
34. @sangramvajre#FlipMyFunnel @FlipMyFunnel
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
#FlipMyFunnel @SangramVajre
35. @sangramvajre#FlipMyFunnel @FlipMyFunnel
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
#FlipMyFunnel @SangramVajre