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Flipping the Funnel with Account-Based Marketing

This is a guest post from our partner Sangram Vajre, CMO at Terminus – we’re joining him at the #FlipMyFunnel conference in San Francisco on Feb. 25. If you’re also attending the conference, come get a demo at our booth by registering here!  

Like it or not, 2016 is going to be the year of account-based marketing. So what better way to start the year than attending a conference completely dedicated to this cause and learning all about this new thing called account-based marketing?

The very first #FlipMyFunnel conference of 2016 is about to go down and you want to be there. The best and the brightest B2B marketers and salespeople are getting together to tell their story of how they’re braving the transition from traditional lead generation to account-based marketing. The fact that it’s happening now means that you and I have to adapt. There’s been no other conference of this scale that’s purely dedicated to account-based marketing and account-based sales.

Heck, let’s just call it account-based “smarketing” (ABS), since we’re challenging the status quo of B2B sales and marketing like never before. No BS. Just ABS.

At the #FlipMyFunnel conference, you will learn the new vocabulary you need for sales and marketing of the future, and not repeat the same old lead gen efforts of the past. It’s time to forget the metrics that don’t drive the business forward in terms of pipeline and revenue. Here’s what I mean:

STOP caring about the vanity B2B metrics like:

  • Leads
  • Email open or click-thru-rates
  • Number of registrations
  • Number of downloads and many more “easy” metrics to track

START caring about the account-based metrics like:

  • Account velocity
  • Stage-based acceleration
  • Pipeline velocity
  • Account engagement

#FlipMyFunnel San Francisco will be a full day of meaningful content. Our agenda is designed for people who are just getting started with “smarketing” and more experienced practitioners who want to take their game to the next level. We’ll have 10 case study sessions featuring real-world B2B campaigns so you can learn from the best on how they’re executing targeted account-based “smarketing”.

Here’s an example that you will hear live at #FlipMyFunnel: Julia Stead, Director of Demand Generation at Invoca will share her story on how her team saw a 200% increase in the level of engagement within accounts they targeted using account-based techniques. Check out Julia’s post outlining some her “smarketing” strategies and technologies that are enabling her to do account-based campaigns at scale.

#FlipMyFunnel will be at The Village at 969 Market on Feb. 25 from 8 a.m. to 7 p.m. It’s going to challenge you to think differently about how you connect with your customers. Tickets start at $300 but you can use the code “LATTICE50” to get 50% off. I’d be honored, delighted, and freakin’ ecstatic for you to join me in San Francisco on Thursday, Feb. 25.

Looking forward to hearing what you think about the conference!

Written by

Sangram Vajre
February 18, 2016