True Story: SaaS Account-Based Marketing

True Story: SaaS Account-Based Marketing

Flip My Funnel ConferenceJim WilliamsVP Marketing, Influitive @jimcwilliamsjim@influitive.com

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Advocate Marketing Experts

250+ customers

Veteransof the B2B marketing revolution

Focused on the science of engagement

and advocacy

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Our “traditional” funnel is … heartbreaking CONVERSION RATES

From prior stage

64%

5%

55%

15%

.27%!

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Our “flipped” funnel is … promising

10%

Advocacy Surround Selling

TargetedABM & Outbound

Inbound MarketingContent & Referral

marketing

4 Approaches to ABM

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FOMO Intros 2nd Chances

Acceleration

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Step 1: Know who you are targeting

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All good marketing starts with data

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Data -> Signals

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Signals - > FOMO

Goals: Boost overall Dreamforce ‘buzz factor’

Get the attention of CMOs

Target: 150 key accounts

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Holy crap this actually works!

Most Wanted results

• Influenced 23 opps (~$400K)• Sourced 12 opps (270K)• Closed 4 deals• Engaged ~50 accounts

(oh and we paid out 8 bounties)

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Second chances – Buying is scary campaign

Goals: Re-engage dead opps

Target: 250 accounts

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Buying is Scary Results

• Engaged 29 accounts• 4 opportunities • 1 closed won

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Pipeline acceleration

Goal: Accelerate opp velocity through the pipeline using targeted content

Target: 175 enterprise opps at first stage in our sales process

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“Why Influitive” contentBest Practices Advocacy Influencers

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More impressions = days, conversion

10 20 30 40 50 75 100 150 200 25020212223242526272829

4042444648505254

Days % Progressed

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ABM observations (and we are still learning)

1. Know your data (and realize what you don’t know)

2. Know your targetsStudy the lineups and org charts

3. Play small ballDon’t swing for the fences. Test highly personalized messages, then iterate

True Story: SaaS Account-Based Marketing

Flip My Funnel ConferenceJim WilliamsVP Marketing, Influitive @jimcwilliamsjim@influitive.com