16. Buying is Scary Results
• Engaged 17 accounts
• 4 opportunities
• 1 closed won
17. Pipeline acceleration
Goal: Accelerate opp velocity
through the pipeline using
targeted content
Target: 300 opportunities at
first stage in our sales process
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19. 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
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20. 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
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21. Flip your funnel
Jim Williams
VP Marketing, Influitive
@jimcwilliams
jim@influitive.com
Hinweis der Redaktion
As a company, Influitive has made understanding this science of advocacy our mission. We’ve literally collect years of data from our work with hundreds of the most sophisticated digital marketers in the business. I’ll give you a sampling of these companies in just a second, but a little more about the company
We are HQ in Toronto with offices in Boston, SF and Palo Alto. We have about 130 employees today
We’re veterans of the revolution that’s swept B2B marketing over the last 10 years. In fact, you may say the team here is most responsible for the rise of the quants – scientific, accountable marketing. Most of the mgmt team including our founder and CEO Mark Organ, created and built Eloqua – the first marketing automation platform company, which was later acquired by Oracle for nearly $1B.
We are totally focused on advocacy because we fervently believe that this is the last great sustainable marketing channel, and the new customer engagement imperative. Every other marketing channel – email, ads, social – represent a race to the bottom in terms of response rates and engagement. The voice of your customer will continue to be the most effective way to convince and convert your buyers.