#FlipMyFunnel Boston 2016 Keynote - Sangram Vajre - What the heck is #FlipMyFunnel?

#FlipMyFunnel @FlipMyFunnel
Wasn’t that the most
amazing version of
Happy Birthday
you’ve ever heard?

Hi-Fives / Meet Your Neighbor
@sangramvajre#FlipMyFunnel @FlipMyFunnel

#FlipMyFunnel with Sangram Vajre
• 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#FlipMyFunnel @FlipMyFunnel

#FlipMyFunnel Superhero Team
SUPERHEROES
Katharine Mobley
Advisor at Kevy
Katie Rogers
VP of Client Success
at SalesLoft
Nikki Nixon
Director of
#FlipMyFunnel
Eren Matsota
#FlipMyFunnel
Event Coordinator
Jenna Keegan
Demand
Generation Guru
Katie Martell
Marketing
Consultant
Brianna Watts
#FlipMyFunnel
Coordinator
moderator moderator moderator moderator

WI-FI
Network and Password
HOUSEKEEPING
MEALS & SNACKS
Served during breaks
in the sponsor expo
10 MINUTES
Breaks to move between sessions
BREAKOUTS
Located along
this wing
PRODUCT SHOWCASE
Live demos in the sponsor expo

SEE
a Funnel
TWEET
the Funnel
HOUSEKEEPING

SPEAKERS
Jon
Miller
Trish
Bertuzzi
Vala
Afshar
Lindsy
Lettre
Matt
Heinz
Craig
Rosenberg
Kipp
Bodnar
Joe
Chernov
Elle
Woulfe
Scott
Brinker
Jill
Rowley
Tony
Yang
Tyler
Lessard
Nadim
Hossain
Michele
Aymold
Adam New-
Waterson
Maria
Pergolino
Shelley
Eleby
Matt
Senatore
Jeff
Soriano
Mike
Sanchez
Kevin
Bobowski
Lori
Richardson
Derek
Slayton
Kelly
Ford
Claudine
Bianchi
Amelia
Ibarra
Keenan Michael
Deckman
Brian
Kardon
Jim
Hopkins
Kyle
Johnson
Bob
Basiliere
Aaron
Dun
Frannie
Danzinge
r
Tom O’
Regan
Katie
Martell
Jenna
Keegan
Emily
Wingrove
Katharine
Mobley
Katie
Rogers
Sangram
Vajre

B A D A S S
R O C K S TA R H U S LT E R
M E D I A PA RT N E R S
SPONSORS
H O S T E D B Y

299 AccountsCambridge Semantics
HydeParkVP
#FlipMyFunnel &
Terminus
128 Technology
451 Research
6sense
A Sales Guy, Inc.
Aberdeen Group
Absolute Value
Accelent Consulting
Acrolinx
Actfio
ADP
AEW Capital
Management
Affinio
AKA Enterprise Solutions
Akamai
Allocadia
Anaqua
ANNUITAS
Apptopia
aPriori Technologies
Apttus
ARCHIBUS Inc.
Arkadin
Ascend2
Attend, Inc
Attivio
Auctus Marketing
Audit Analytics
Autodesk
Avention
Axial
B2B Growth Partners
BAO
BAO Inc.
BevSpot
BitSight Technologies
Bizible
Black Duck Software
Blue Sail Consulting
Bottomline Marketing
Consulting
bpm'online
Brafton
Brightcove
BrightFunnel
Broadridge
Building Engines, Inc.
Bulldog Solutions
Bullhorn
C6 Marketing
Cantata Singers
Catalogic
Cengage Learning
Cervello
Cheng & Tsui
Cheshire Impact
Chief Marketer
Chief Outsiders
Cintell
Clavis Insight
ClearPoint
Clearpool Group
Clicksoftware
Codiscope
Coliens
ConRes (Continental
Resources)
Corero Network Security
curata
Cutter Consortium
Cxcelerator
D&B
Datadog
DataXu
Datto
Demand Gen Report
Demand Spring
Demandbase
Demandbase, Inc.
Denice Sakakeeny & Associates
DentaQuest
Digital Guardian
Digital Wavefront
Docurated
Drift
Dun & Bradstreet
DWA Media
Dyn
Dynatrace
EastSight Consulting
Edison Partners
EiQ Networks
Emerson Ecologics
Engagio
EnterpriseDB
Esolvent Marketing
Evariant
EventBank
Evergage
EverString
Exoprise
Extole
Extreme Networks
Firmex
Forrester
Fortegra
Freshdesk
Full Circle Insights
Fuze
G2 Crowd
Garfield Group
Gartner
GitLab
GladlyDo
Global Capacity
GZ Consulting
Healthcare Industry
Heinz Marketing Inc
HelloToken
HIMSS Media
HourlyNerd
HubSpot
Hult International Business School
Hyde Park Venture Partners
IANS
IBM
iCIMS
IDC
IDG
IDG Enterprise
Ingenico Group
inSegment, Inc.
InsightSquared
Integrate
Interactions
InterContinental Boston
Inverta
ion interactive
itslearning
jbarrows LLC
Jebbit
Jedox
Jornaya
JoVE
Kevy
KickFire
Klaviyo
Kronos
L.E.K. Consulting
LeadGnome
LeadMD
LeanData
LeanData, Inc.
Lionbridge
ListenLoop
Localytics
LogMeIn
LookBookHQ
Lookout Inc
LSC Digital
Madison Logic
Madison Logic, Inc
MakeTime
Mario J. Gabelli School of
Business Roger Williams
University
Market Resource Partners
Marketing Advisory Network
MarkForged
MarylouTyler LLC
Mavrck
Metis Communications
Mimecast
Mintigo
Mirakl
Mobinett Interactive & Boston
New Technology
MOO
Movable Ink
MRP
Nanigans
Neighborhood Health Plan
NetLine Corporation
NetSuite
New England Institute of
Technology
Northeast Public Relations, Inc.
Northeastern University School
of Law
Oblong
OCEANAIR, Inc.
Oceanos
Oceanos Inc.
Oceanos, Inc.
Offerpop
Oracle Marketing Cloud
Pearson Education
Pegasystems
PFL
Ping Identity
Precision Thinking
PredictableResponse.IO
PrismHR
Promoboxx
Propelics
PTC
QAI Global
QuickBase
Qvidian
Rai
Rapid 7
Rapid7
RDM
REMIND-A-CAP
RenderTribe
Repsly
RevEngine Marketing
revenue + associates
Revenue Architects
RO Innovatiion
Robin G Coles
Rocket Software
Rockwell Automation
Roojoom
SailPoint
Salesforce
Salesforce.com
SalesPredict
Salsa Labs
Salsify
SapientNitro
Savoir Faire
Marketing/Communications
ScealCom
Score More Sales
Scratch Marketing + Media
Scratch Marketing and Media
SDL
Seamster+ Associates
Security Innovation
Self
SevOne
ShoreGroup
Showpad
Sigstr
SiriusDecisions
Siroma Enterprises
Skyword
Slashdot Media
SmartBear
SnapApp
Social123
Software Secure, Inc.
Sophwell
SSI
Staples Business Advantage
Strategic Focus Research
Stratus Technologies
Straumann
Straumann USA LLC
Sweet Fish Media
Technology Marketing
TechTarget
TechTarget SearchCRM
Tekscan
Texter Communications
The Bridge Group, Inc.
The Connective Good
Third Door Media
Thomson Reuters
TI
Top Line Systems, LLC.
Topo, Inc.
Tracelink
Transpay
Tripadvisor
True Fit
True Influence
Unbound Growth
Unidine Corporation
V.i. Labs
VC/Growth backed
Veeam Software Corp
Vendemore
VentureApp
Verndale
Veson Nautical
VideoLink
Vidyard
Viewpoint Creative
Virtual Towns & Schools
Visionary
VoltDB
Voya Financial
VP Business Development
Wakefly, Inc
WhatArmy
WhiteHat Security
Wiley
Wind River - Intel
ZenIQ
Zeta
Zift Solutions
Zixi
ZoomInfo
STORY

Let me tell you how the
#FlipMyFunnel
idea got started

The Problem
Less
than 1%
of the leads turn
into customers
—Forrester
Research
Less
than 2%
of the cold calls
result in
appointment
— LeadJob
In B2B, on average
7 people
are involved in most
buying decision
— Gartner
Close to
50%
of B2B Marketers
want to measure
pipeline velocity
and revenue as
the key metrics
— #FlipMyFunnel

1,876
98%
STORY

Where Do I
Start?
STORY

Rise of the Buyer
M a r k e t i n g S a l e s
Buyer
expects marketing to
be targeted and
personalized on
their terms
expects sales to
help instead
of selling
#Account-Based
Marketing
#SocialSelling
STORY

Solve the problem of the marketing stack…
STORY

Author, “Flip the Funnel”
Joseph Jaffe
STORY

STORY

STORY
That time we trended higher than Kim K…

M A N I F E S T O
• We strive to be respectful in our
engagements with our fellow community
members.
• We desire to better ourselves as practitioners
and professionals by embracing new
knowledge and ideas.
• We are committed to creating an amazingly
valuable experience for all community
members including conference attendees,
online community members, ABM University,
event sponsors and speakers.
• We aspire to develop an inclusive community
where everyone feels welcome.
Our purpose is to build a vendor-agnostic
industry community for Account-Based Marketing,
Sales and Customer Success.

Traditional Funnel
AWARENESS
Start broad — Everyone is a target
INTEREST
Spend more money to qualify
CONSIDERATION
Call. Email. Call. Email…
PURCHASE
You got me!
FUNNELPHILOSOPHY

#FlipMyFunnel is born
IDENTIFY
Start with the best-fit
EXPAND
Focus on people in same roles
ENGAGE
Right Content, Right Channel
ADVOCATE
Turn Customers into fans
FUNNELPHILOSOPHY

Identify
Find your best-fit
customers
FUNNELPHILOSOPHY

FUNNELPHILOSOPHY
Expand
Focus on the
right people

Engage
Right content,
right channel
FUNNELPHILOSOPHY

Advocate
Turn customers
(and non-customers)
into fans
FUNNELPHILOSOPHY

Learn about the
ABM Stack Builder
and Raffle in the
Sponsor Expo

Meet the ABM University Professors
2:50 pm in the Sponsor Expo

featuring
Tonight | 8:30pm –12am
Laugh Boston
425 Summer St.
Boston, MA 02210
RHETT PRICE

Thank You and Enjoy the
Experience
@sangramvajre

#FlipMyFunnel Boston 2016 Keynote - Sangram Vajre - What the heck is #FlipMyFunnel?

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