Jim Williams - #FlipMyFunnel - Flip Your Funnel

Vendemore [A Bisnode Company]

Jim Williams, VP of Marketing at Influitive, presents "Flip Your Funnel" in Boston and Chicago #FlipMyFunnel Roadshows.

Marketing

3
Our “traditional” funnel is … heartbreaking
10%
CONVERSION RATES
From prior
stage
64%
3.5%
55%
21%
.25%!

4
Our “flipped” funnel is … promising
10%
PR & Influencer
WOM, communities, reviews,
speaking
ABM & Outbound
Surround selling
Inbound Marketing
Referral marketing

Three ABM campaigns
Opening doors
Second chances
Pipeline acceleration
7

Opening doors with…
Goals: Boost overall
Dreamforce ‘buzz factor’
Get the attention of CMOs
Target: 150 key accounts

Most Wanted results
• Influenced 22 opps ($367K)
• Sourced 12 opps (270K)
• Closed 4 deals
• Engaged ~50 accounts
(oh and we paid out 8 bounties)

Second chances – Buying is scary campaign
Goals: Re-engage dead opps
Target: 250 accounts
13

Buying is Scary Results
• Engaged 17 accounts
• 4 opportunities
• 1 closed won

Pipeline acceleration
Goal: Accelerate opp velocity
through the pipeline using
targeted content
Target: 300 opportunities at
first stage in our sales process
17

“Why Influitive” content
18
Best PracticesAdvocacy Influencers

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

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

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Vendemore at FlipMyFunnel, USA, Feb 25 2016

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Sales Opportunity Management

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