What are the key steps for Account-Based Success? That’s the topic on which Craig Rosenberg, Chief Analyst, TOPO spoke at #FlipMyFunnel 2018.
Account-based success stories from the real world is what it’s all about. Great to hear from @funnelholic at @topohq and @SolfromBrooklyn @TravisDrobbin from @Conductor. #FlipMyFunnel pic.twitter.com/RA5bcM8trM
— Terminus (@Terminus) August 8, 2018
Call it account based marketing or sales or success or everything. But it has to have 5 key things: Target high value accounts; Run intelligence-driven programs; Enable valuable and authentic buyer experiences; Orchestrate high frequency/high effort outreach; and Account centric measurement.
“Call it anything you want” @funnelholic says about account based whatever, as long as it looks like this: #flipmyfunnel pic.twitter.com/ymB0aIcnvR
— Katie Martell (@KatieMartell) August 8, 2018
It’s not enough to get the purchase order, focus on lifetime value.
ABM doesn’t end after the PO – find the expansion opportunities and build a full ABM customer lifecycle process. Yasss! #FlipMyFunnel pic.twitter.com/SR3nSxctX7
— Carley Oberdoerster (@Carls_Burgs) August 8, 2018
Things look hard. But they don’t have to be, but they will take time.
“As an industry we’ve freaked people out about how difficult #ABM outreach is — in reality it’s very manageable” says @funnelholic — ex: mapping it out on whiteboard #FlipMyFunnel pic.twitter.com/Vxz6bp7RgW
— Katie Martell (@KatieMartell) August 8, 2018
That is just between 12 months! #flipmyfunnel pic.twitter.com/bWF8cOsLOg
— Abhinav Sahai (@AbhinavSahai) August 8, 2018
Craig’s co-presenters, Sol Wenrich and Travis Dobbin, from Conductor talked about their Account based success story.
“Every campaign we work with sales and ask ‘what is important to these people or these accounts’ and create campaigns off of that.” @SolfromBrooklyn and @TravisDrobbin on how they created a card game campaign to bring people together. #FlipMyFunnel pic.twitter.com/vu5DyggeZS
— Terminus (@Terminus) August 8, 2018
And the measurement?
The top 5 Account-Based metrics #flipmyfunnel pic.twitter.com/MPx8xvNRM7
— Abhinav Sahai (@AbhinavSahai) August 8, 2018
But the advice is to keep it simple.
Key takeaways from @Conductor: Just start, take control of the things you want to see, be sales’ friend, be marketing’s friend, high touch works, and keep it simple. #FlipMyFunnel pic.twitter.com/KjafrTapSj
— #FlipMyFunnel (@FlipMyFunnel) August 8, 2018
And the last word?
Be sure to zoom in on this one. Key takeaways from @funnelholic of @topohq are to start aligning on the target list, develop authentic messaging, and use account-centric metrics. #FlipMyFunnel pic.twitter.com/tqiCAXUvUJ
— Terminus (@Terminus) August 8, 2018
Explore other sessions from the event, all social media buzz, on our continuing coverage of #FlipMyFunnel 2018.
