August 14, 2017

Live Blog: #FlipMyFunnel ABX Week Webinar Series

Written by Brianna Watts

Category: Other

The first ever ABX Week series has begun!

This week, #FlipMyFunnel is hosting a weeklong series of webinars that will highlight and dive into each stage of the flipped funnel – identify, expand, engage, advocate, measure. If you’re not familiar with the ‘X’ in ABX, it represents any function in an organization that truly matters, from account-based marketing to account-based everything!

Day 1 – Identifying Revenue Generating Accounts

The first webinar, Identifying Revenue Generating Accounts, featured heavy hitters Morgan Ingram, Sales Development Manager at Terminus, Nate Skinner, VP of Product Marketing at Salesforce Pardot, Deborah Holstien, CMO at Everstring and moderated by Sangram Vajre, Founder at #FlipMyFunnel and Co-Founder at Terminus.

The conversation spanned best practices and thoughts around how to identify accounts that will produce revenue for their respective organizations.

Here are some of live takeaways from Twitter:

Who's accountable for the ICP? No one team owns it. Team effort: Marketing, Sales, Product, Customer Success #abxweek #flipmyfunnel

— Mollie Bodensteiner (@mbodensteiner14) August 14, 2017

"A mistake companies make is using data they already have abt current customers, what about the customer you want?" #FlipMyFunnel @renniksn

— #FlipMyFunnel (@FlipMyFunnel) August 14, 2017

"You need to revisit your ICP constantly." – @renniksn on identifying your ideal customer profile #FlipMyFunnel #ABXweek

— Terminus (@Terminus) August 14, 2017

Customer Success knows your customers best. Involve them in the account identification process for #ABM, says @morganjingram #FlipMyFunnel

— Terminus (@Terminus) August 14, 2017

Who owns account identification? Marketing, says @dholstein. Sales needs to be selling & CS needs to be helping customers! #FlipMyFunnel

— Terminus (@Terminus) August 14, 2017

"The answer lies in what the company is trying to accomplish. Lots of tools out here can help scale accordingly." @renniksn #FlipMyFunnel https://t.co/4YVD4h4IeQ

— #FlipMyFunnel (@FlipMyFunnel) August 14, 2017

Selecting accounts for #ABM requires data outside of your own interactions with buyers. You can't only look back. #FlipMyFunnel #ABXWeek

— samanthastone (@samanthastone) August 14, 2017

Lesson from #FlipMyFunnel #ABX: number of target accounts is not as important as the quality of those accounts

— Kris Schulze (@ThaaatKris) August 14, 2017

Not all target accounts are created equal. Tiering helps you prioritize best-fit accounts for #ABM #ABX. @morganjingram #FlipMyFunnel pic.twitter.com/jtSRxPyqxR

— Terminus (@Terminus) August 14, 2017

Marketing has been focused on the wrong metrics. Marketing has to be measured on the opportunity. Marketing is Sales. #ABXweek #FlipMyFunnel

— Mollie Bodensteiner (@mbodensteiner14) August 14, 2017

With #ABM #ABX, @dholstein @everstring suggests compensating your marketing team based on pipeline. #FlipMyFunnel pic.twitter.com/8JJ38TiBH8

— Terminus (@Terminus) August 14, 2017

“We need rules and partnerships between marketing and sales to understand the pipeline better & keep the prospect engaged.” #FlipMyFunnel

— Use Allset (@UseAllset) August 14, 2017

Forget pipeline–we comp on revenue. Sales and marketing work toward the same thing, why wouldn't we have the same metric? #FlipMyFunnel https://t.co/ITbKoUtUye

— Stephanie Guttman (@Mkting2Mktrs) August 14, 2017

Leads are like ice cream cones. We want to make Sales fat on ice cream. – #abmmarketing @renniksn @Pardot #flipmyfunnel

— Charyle Gandee (@CharyleGandee) August 14, 2017

Day 2 – Expanding Your Reach: Discovering the Buying Committee

Tuesday’s webinar, Expanding Your Reach: Discovering the Buying Committee, was jam-packed with ABM rockstars Anadelia Fadeev, Senior Marketing Manager, Demand Generation at InfluxData, Sarah Shelnut-Rossborough, Director of Marketing Operations at Elekta, and Peter Herbert, VP of Marketing at Terminus.

“You should be talking with your customer all the time, they’re your biggest advocates.” #FlipMyFunnel @SarahShelnut

— Use Allset (@UseAllset) August 15, 2017

"Really important to get on those calls with your customers and see what they care about. Don't assume." – @AnadeliaFadeev #FlipMyFunnel

— #FlipMyFunnel (@FlipMyFunnel) August 15, 2017

You have to actually meet a person to really understand a persona ~ @PeterKHerbert #FlipMyFunnel #abmmarketing

— Charyle Gandee (@CharyleGandee) August 15, 2017

@AnadeliaFadeev recommends creating a Pipeline Team made up of sales, mktg, operations, etc. because #ABM is a team effort! #FlipMyFunnel

— Terminus (@Terminus) August 15, 2017

At Terminus, we have a #demandgen squad and a #smarketing team for the same reason. #FlipMyFunnel #ABM #ABXweek pic.twitter.com/S0Pf7bwNM8

— Terminus (@Terminus) August 15, 2017

We're all responsible for the pipeline. Heart bursting with joy! @SarahShelnut #abmmarketing #flipmyfunnel

— Charyle Gandee (@CharyleGandee) August 15, 2017

@SarahShelnut “Technology capabilities, like @marketo influence analyzer is great you can see the account’s interactions.” #FlipMyFunnel ?

— Use Allset (@UseAllset) August 15, 2017

@PeterKHerbert “IT folks love to tinker around with things and try products, you have to engage them in a different way.” #FlipMyFunnel ??

— Use Allset (@UseAllset) August 15, 2017

"The transition from leads to account-based has made me reconsider our metrics…it's not about volume." – @AnadeliaFadeev #FlipMyFunnel

— #FlipMyFunnel (@FlipMyFunnel) August 15, 2017

This! It's all about meaningful interactions, not the number of MQLs you have. https://t.co/nNm4AfJ4dl

— Anadelia Fadeev (@AnadeliaFadeev) August 15, 2017

@PeterKHerbert “Marketers can make a great impact on pipeline and revenue” #FlipMyFunnel Drop ? @SarahShelnut @AnadeliaFadeev @sangramvajre

— Use Allset (@UseAllset) August 15, 2017

Marketers are finally able to see their direct effect on revenue. Recognition and value makes a happy team #flipmyfunnel #abm #abxweek

— Benjamin P (@BenPipkin) August 15, 2017

Day 3 – Engaging Decision-Makers in Target Accounts on Their Terms

Day three of ABX week was all about the hot topic of engagement. Featuring Catie Ivey Coutinho, Director of Commercial Sales at Marketo, Andre Yee, CEO at Triblio, and Jon Miller, CEO and Co-founder at Engagio, this conversation was full of ways to personalize engagement for your list of target accounts and how even the best engagement tools fall second to face-to-face interaction. Check out more highlights below.

"I'm skeptical to a degree to how effective engagement tools really are." – @jonmiller #FlipMyFunnel

— #FlipMyFunnel (@FlipMyFunnel) August 16, 2017

“Forms are being used less and less, the human touch of email is creating a halo around the account.” @sangramvajre #FlipMyFunnel

— Use Allset (@UseAllset) August 16, 2017

"It's all about the value of the account when it comes to personalization." – @catiecoutinho #FlipMyFunnel #abxweek

— #FlipMyFunnel (@FlipMyFunnel) August 16, 2017

"Our more sophisticated accounts reflect on lifetime value of the acct" – @jonmiller on figuring out how much to spend on #ABM #FlipMyFunnel

— #FlipMyFunnel (@FlipMyFunnel) August 16, 2017

"be careful with the word tier – sales may misinterpret accounts not being tier 1 as not being important to mkt" @jonmiller #flipmyfunnel

— Stephanie Casstevens (@stephcasstevens) August 16, 2017

Benchmarking FTW! yess @andreyee #flipmyfunnel pic.twitter.com/1NIP4x6CLJ

— Stephanie Casstevens (@stephcasstevens) August 16, 2017

an important 1st step in #ABM is benchmarking where you are at today. @andreyee #abxweek

— Jeff Zelaya (@JeffZelaya) August 16, 2017

Time value of account will help you determine how much you can spend upfront to acquire the business says @andreyee on #abxweek

— Jeff Zelaya (@JeffZelaya) August 16, 2017

Tune in tomorrow to catch up with speakers Michael Redbord, VP of Services and Support at HubSpot, Todd Eby, Founder and CEO at SuccessHacker, Paul Teshima, CEO at Nudge.ai and moderated by Sangram Vajre, Founder at #FlipMyFunnel and Co-founder and CMO at Terminus: Account-Based Marketing tomorrow at 2 PM EST.