The Latest from the Go-to-Market Experts
September 20, 2019
Keep Austin ABM-ing: #FlipMyFunnel Roadshow Recap
The capital of Texas has a unique vibe full of music, BBQ and a booming tech scene. So, when FlipMyFunnel (FMF) hit the road for its fall Roadshow series, swinging through the live music capital of the world was an obvious choice. Austin-based B2B marketers were invited to a half-day event focused on Account-Based Marketing (ABM) challenges and ways to overcome them. Hosted at the CB Lounge at Stubbs, guests had the chance to connect with fellow ABM practitioners over BBQ and best practices — YUM.
The experience level of marketers in attendance ranged from 2+ years to those who are just beginning to develop an ABM strategy. Terminus co-founder Sangram Vajre, the author of the recently-published book ABM is B2B., kicked off the event by getting a sense of the priorities and goals of the crowd. He went on to describe the importance of implementing an ABM strategy to stay agile, the TEAM framework – Target, Engage, Activate and Measure– and taking your marketing from good to great.
Following a short break to network, participants divided up into group-led discussions, or as Sangram calls them, “Therapy Sessions.” Each group was given a part of the TEAM framework to explore with guided questions. Teams that are already utilizing an ABM approach had the chance to discuss fresh ideas, new developments, and proven successes; while marketers newer to ABM were able to learn from their experience. Maybe it’s southern hospitality or all that sunshine in Austin, but each team was eager to share and help one another work through the challenges they were facing.
To wrap up the event, FMF sponsors had a chance to quickly present their technology before happy hour. Attendees left with a swag bag and Sangram’s new book ABM is B2B.
Here’s what attendees are saying:
“I thought it was going to be a giant sales pitch and I ended up learning a lot about ABM”
“The content and the stories are exactly what I needed to get back up to speed on ABM.”
“I’ve done it before, but walked away feeling like there was a lot to learn.”
Want to come to the next roadshow? Check full schedule to see upcoming dates and locations.