The Latest from the ABM Experts
January 27, 2016
#FlipMyFunnel Dynamic Duos: @Everstring @LeanData @G2Crowd @InsideView @Radius @PFLcom
Written by Nikki Nixon
The #FlipMyFunnel B2B Marketing and Sales Conference in San Francisco is rapidly approaching and tickets are going fast. The event offers an innovative, no BS approach to account-based smarketing (sales and marketing) and features case studies from real-world practitioners. Check out our latest additions to the agenda and let us know which ones you are most looking forward to at the event.
Actionable Account-Based Campaigns
You feel great about ABM. You’re pumped. You can’t wait to get started. Now what?
Jessica Cross, Director of Audience Marketing at EverString and Adam New-Waterson, Chief Marketing Officer at LeanData are going to explain how they are doing Account-Based Marketing (ABM) in practice. They will show how to get started, where to ramp campaigns, and other cool tactics you should consider for your ABM arsenal.
Adam New-Waterson did not call it ABM when he started working at BloomReach two and a half years ago. “We had products that brought great value to a relatively small subset of companies. We had to be focused in our approach in order to break through the noise. Through targeted campaigns, small-format events, interactive content, direct mail, programmatic advertising we were able to assist sales in breaking into whale of accounts.” See how this experience led him to architect LeanData’s Account-Based Marketing strategy.
Jessica Cross has been running demand generation in one form or another for 6 years. She never really ever had an ABM aha moment, rather she was waiting for a company that had a sales team and product that could support ABM strategies. After delivering probably in the vicinity of 200,000 “MQLs”, Jessica is more interested activating, engaging, and accelerating her a focused addressable market. The combination of ABM and predictive marketing gives her the tools to do just that.
Together they will walk you through how they are actually implementing ABM. They will end with actionable tips that you can implement today.
How InsideView Exposed Itself To Prospects
Adrienne Weissman, Chief Marketing and Revenue Officer at G2 Crowd, and Megan McConnell, Senior Customer Marketing Manager at InsideView, Inc, will discuss the advantages and benefits of embracing naked marketing and being transparent with prospects and customers.
The case study will feature an explanation of what convinced InsideView to expose themselves to prospects, what steps they took to embrace naked marketing and the overwhelmingly positive results.
Step-by-Step: Become a Trailblazer with Innovative ABM Campaigns
Enterprise selling can be tough with complex buyer journeys and multiple stakeholders. In this session, we’ll give a step by step of how OpenDNS created and executed their most recent ABM campaigns. We will cover the entire process from the technologies used, to identifying the right prospects, to the multi-channel campaign execution.
We can’t wait to attend these amazing sessions. This event promises to be one that will change the game of your B2B marketing and sales strategies in 2016.
We can’t wait to see you at #FlipMyFunnel in San Francisco. Check out the event page to learn more about our speakers and view the agenda. Join us maybe?
Register today and save your 50% off your ticket with promo code FMFBLOG50
Learn more about ABM and the T.E.A.M. account based marketing framework:
- Target – Create a target account list for ABM
- Engage – Account based advertising
- Activate – Account based sales enablement tools
- Measure – Account based analytics
See the full Terminus account based marketing platform.
Check out some account based marketing examples.
Learn more about account based marketing services.
Terminus: an account based marketing software company.