The Latest from the ABM Experts
May 2, 2017
Special Message from Sangram: New Stage of the Flipped Funnel
Written by Sangram Vajre
We’ve got blastoff!
It’s a brand new month and with a new month comes new opportunities to serve our community with content focused on one of the most important components of account-based marketing – measurement.
As I mention in my book Account-Based Marketing for Dummies, measuring the success of your ABM campaigns largely depends on your business goals and the type of campaigns you’re running.
Tracking and reporting metrics in ABM is essential to proving the success of an ABM program to your organization as well as developing strong case studies and testimonials to share with prospects.
- Coverage – Do you have sufficient data, contacts, and account plans for each target account?
- Awareness – Are the target accounts aware of your company?
- Engagement – Are the right people at the account spending time with your company? Is that engagement going up and to the right over time?
- Program Impact – Are marketing programs reaching target accounts?
- Influence – Are ABM activities improving key sales outcomes?
[fusion_builder_container hundred_percent=”yes” overflow=”visible”][fusion_builder_row][fusion_builder_column type=”1_1″ background_position=”left top” background_color=”” border_size=”” border_color=”” border_style=”solid” spacing=”yes” background_image=”” background_repeat=”no-repeat” padding=”” margin_top=”0px” margin_bottom=”0px” class=”” id=”” animation_type=”” animation_speed=”0.3″ animation_direction=”left” hide_on_mobile=”no” center_content=”no” min_height=”none”][Tweet “@JonMiller advocates that #ABM practitioners should embrace 5 key metrics for #ABM #FlipMyFunnel”]
Measurement largely serves as the foundation of the flipped funnel model which is why I have a very special video announcement to make.
Check it out below:
We are ecstatic to announce a fifth stage to the flipped funnel model that highlights measurement and reporting as the foundation of account-based marketing.
[Tweet “#FlipMyFunnel announces a fifth stage to the flipped funnel – #measurement.”]
This month will be filled with even more engaging and relevant content centered around measurement and its role with ABM. In addition to the #SangramSeries videos and #OneThing emails, we will tweak our content a little to make sure we’re providing as much value to you as possible.
#FlipMyFunnel thoroughly enjoys engaging and interacting with its community, shown by our countless live events and interactive Slack channel. To continue to drive home our love for engagement, #FlipMyFunnel will be hosting weekly Tweet Chats on Twitter, every Thursday at 2 PM EST. We want to hear from you and we want to get all of your ABM and B2B questions answered. Topics for this month will feature the 2017 State of Account-Based Marketing Survey Report, how to measure customer success for ABM and so much more. Don’t miss out – we want you to join in the conversation!
Last month, we featured ABM heavy hitters like Anastasia Pavlova, Koka Sexton, and Lincoln Murphy on our podcast and we’re bringing the same level of heat for #MeasurementMay! Episodes this month will feature practitioners and thought-leaders like Kristen Wendel of VersionOne, Jon Miller of Engagio and a special live podcast with Sangram, Nikki and Joe Quinn of National Instruments. Make sure to subscribe to our podcast on iTunes and Google Play so you don’t miss any of these conversations.
Guest Blog Contribution Program
Our community is built of our strongest advocates and we want to make sure we empower them to share their ABM journeys with the masses! Our new blog contributor program will allow contributors to increase the value of their personal brand as well as their company brand as your experiences will reflect both you individually and as an organization. Our community boasts over 5,000 members and by contributing to our blog, you’ll have the opportunity to share your thoughts with our community. We look to our blog contributors for future events for potential speaking opportunities, like webinars, 10 Minute Teardowns, etc. If you’d like to be one of our first contributors, email Brianna at firstname.lastname@example.org for details!
[Tweet “#FlipMyFunnel community is built of advocates & we want to empower them to share their ABM journeys!”]
#FlipMyFunnel is proud to roll out webinars as part of our content for our community. Being vendor-agnostic allows us the opportunity to team up with all types of organizations who are passionate about sharing their ABM knowledge with the #FlipMyFunnel and empower them to become leaders in their positions. More to come on this.
Lastly, #FlipMyFunnel’s brand and community has grown exceptionally since its inception less than two years ago. We are a community first and recognize the strength the flipped funnel model has as a community symbol. We love to see the flipped funnel being used on social and presentations – we encourage it! In order to make sure its used in the right context, we have created some brand guidelines to make sure the funnel’s brand is represented consistently across the board.
We hope you’re locked in for an eventful month and we can’t wait to blast off towards a spectacular #MeasurementMay!