#FlipMyFunnel Boston 2016 Keynote - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce
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Sunshine Through the Clouds: ABM at Salesforce with Jim Hopkins, Senior Manager, Product Marketing at Salesforce Data.com
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#FlipMyFunnel Boston 2016 Keynote - Jim Hopkins - Sunshine Through the Clouds: ABM at Salesforce
- 1. Sunshine Through the Clouds ABM at Salesforce Jim Hopkins Sr. Product Marketer @jimbohops
- 2. I’m Jim
- 3. 2013 • 2014 2015 • 2016 2008 • 2009 • 2010 2011 • 2012 • 2013 2014 • 2015 • 2016 2011 • 2012 2013 • 2014 2015 Most innovative companies in the world 20K FY16 Employees Salesforce: 4th Largest Enterprise Software Company in the World This Year 4th largest software company based on analyst consensus revenue for FY2017. Salesforce fiscal 2017 guidance provided November 18, 2015: "revenue for the company's full fiscal year 2017 is projected to be approximately $8.0B to $8.1B.” $ 1.92B FY17Q1 revenue
- 4. I focus on a set of data solutions for Sales Cloud
- 5. B2C :: B2B as… A. Sweet :: Savory B. Bright & Young :: Old & Stodgy C. Trump :: Hillary D. Hook-ups :: Friendships
- 6. How do we get the word out? Internal/Owned Channels Warm Leads Events Website/Blog Email Sales External/Paid Channels SEM Social Review Sites One-Offs Pipe ACV
- 7. The Solution External/Paid Channels Internal/Owned Channels ACCOUNT-TARGETED CAMPAIGNS SALES-LED, ACCOUNT-BASED ENGAGEMENT Lifted Accounts Pipe ACV
- 9. To market the Data, you must see the data • Employees • Revenue • Industries • Technology Installed • Corporate Hierarchy: D-U-N-S Number • Opportunity History • Customer History, Product Usage and more…
- 10. 1 2 The Campaign, Part 1 Market to Accounts + Personas Target Buyers Sales Cloud Customers Ready for Take Off Scrubbed List Scrub the List - Ready for Data 150
- 11. Results engagement at 63% of accounts Pipe $ to Spend $ 20x Love & Respect
- 12. 3 4 The Campaign, Part 2 Connect to CRM Leads, Opptys Enable the Sales Army
- 13. What’s Next? 1. Other segments and subsegments: • Upsell, Propensity to Buy = TLC, Industries 2. Website Personalization 3. Account-level Retargeting 4. Direct Mail 5. Closer Sales Alignment & Enablement
- 14. Moral(s) of the Story B2B is about friendships Data is Ace Give Sales all you’ve got
- 15. thank y u
Editor's Notes
- I’m a marketer, designer and twin dad + 1 I’m from California, born and raised in the Bay Where I grew up a huge fan of the Oakland A’s, San Francisco 49ers and Golden State Warriors I spent 2 years as a missionary in Santiago, Chile Got a bachelor’s degree in Marketing and minored in graphic design at BYU in Utah Early in my career I worked at a newspaper I moved from there to magazines…working for a company with Boston ties: IDG While I was working, and helping raise twins got an MBA from ASU I worked at Demandbase for a few years where I helped evangelize and establish ABM as a category And now I’m here....
- Key Takeaways: Be humble Our success is just a reflection of our customers success Talk Track: This model and your success helped us grow from a startup to the 4th largest software company in the world, this year. We have 20,000 employees dedicated to the success of our customers. Just this year, we’ve been welcomed into the Fortune 500 and are humbled to be named Fortune’s most admired software company four years in a row, Fortune Best Place to Work nine years in a row, and one of Forbes’ most innovative companies in the world five years in a row! All of this is only made possible by you, our customers, and your innovation and success.
- And while these are fantastic options and healthy marketing channels, we are one of several other product lines vying for attention from the SDR or BDR teams, hoping to get our leads followed up on.
- Hat tip to Justin Gray, CEO LeadMD via Funnelholic, Craig Rosenberg
- Try new things Don’t feel limited by what your company/team has always done Data is Ace Your first step toward a winning ABM strategy is understanding which accounts to market to, and how Give Sales all you’ve got