To start the day off on the right note, the #FlipMyFunnel Festival in Austin had two awesome sessions on account-based marketing.
Julia Stead, Director of Demand Generation at Invoca, presented on how she’s using ABM to generate pipeline velocity and increase conversions.
LIVE at #flipmyfunnel in #austin #TX: @Invoca-Finally able to justify, show #ROI for display #marketing #ABM #sales pic.twitter.com/Vm83nQcZfn
— Stephanie Hackney (@brandingmasters) June 7, 2016
As a customer of Terminus, she spoke about how using an account-based marketing platform allows her team to target best-fit accounts and engage them on their terms using display advertising. Surrounding accounts with your brand’s message helps to create pipeline velocity to accelerate the buyer’s journey and convert prospects into opportunities.
“When we serve up display ads alongside direct mail, email and other channels we notice anywhere from a 50-200% increase in the number of conversions and opportunities that are created from people that see our Terminus ads.” –Julia Stead
#ABM tips from @JuliaStead from @Invoca at #flipmyfunnel pic.twitter.com/Tk7Rgd6eXu — Aberdeen Group (@aberdeengroup) June 7, 2016
Next up was Lincoln Murphy, Growth Architect at Winning By Design. Lincoln is a customer success guru who shared his insights into how account-based marketing can be used for organic, word-of-mouth marketing by creating customer advocates.
“I get asked all the time, ‘What should customer success look like in the next five years?’ and really the question should be ‘What do you want your business to look like in the next five years?’” –Lincoln Murphy
why making customers successful matters via @lincolnmurphy #flipmyfunnel pic.twitter.com/Nw8d303FZt
— Erik W. Charles (@erikchaz) June 7, 2016
Lincoln had a great quote which every B2B marketing, sales, and customer success professional should always remember:
Love this quote from @lincolnmurphy #flipmyfunnel – so true! pic.twitter.com/cs3rB8cc2x — Sangram Vajre (@sangramvajre) June 7, 2016
If “the seeds of churn are planted early” then it’s never too early to focus on creating an awesome customer experience. More of his insights are available here.
There’s much more to come, so keep up with the #FlipMyFunnel conversation on Twitter!
