#FlipMyFunnel Atlanta: Sunshine Through the CloudsABM at Salesforce

I’m Jim

Salesforce is Building a Path Forward

2009 • 2010 • 2011 2012 • 2013 • 20142014 • 2015 • 2016

September 2016

2011 • 2012 • 2013 2014 • 2015 • 2016

The world’s most innovative companies

in GDP impact by 2020*$389

B

$2.04B

FY17Q2 revenue

24K

employees

“Innovator of the Decade”

IDC White Paper, sponsored by Salesforce, "The Salesforce Economy," August 2016

2M jobs created by 2020

Salesforce has been doing ABM for a while

PipeACV

Lead Engine

How do we get the word out?

Internal/Owned Channels

EventsWebsite/Blog

EmailSales

External/Paid Channels

SEMSocial

Review SitesOne-Offs

The Solution

External/Paid Channels

Internal/Owned Channels

ACCOUNT-TARGETED CAMPAIGNS SALES-LED, ACCOUNT-BASED ENGAGEMENT

Engaged Accounts

PipeACV

might beCONTENT

but

isDATA

CRM is the center of your customer experience

Website & Analytics

Product

FinanceSocial

Marketing Automation

Service

EventsSales

To see the truth, you must be able to read the CRM

• Employees• Revenue• Industries• Technology Installed• Corporate Hierarchy:

D-U-N-S Number• Opportunity History• Customer History, Product Usageand more…

Organize profiles & Expand…

Create reachable segments

Add new target accounts to CRM

Size the market

Steps for Getting Data ABM-Ready:

Prepare for analysis

Destroy duplicates

Enrich accounts with trusted data

Run an assessment

Fill-in key fields for matching

CLEAN & ENRICH CRM ACCOUNT DATA

Find key attributes

OPTIMIZE & UPDATE ⟳

1ANALYZE & BUILD IDEAL CUSTOMER PROFILES2

3

Salesforce Data ExchangeEasily find and connect the right data into Salesforce with clicks, not code

12

The Campaign, Part 1

Market to Accounts + Personas

Target Buyers

Sales Cloud Customers

Ready for Take Off

Scrubbed List Get the data right - Ready for Data 150

Results

engagement at

60% of accounts

Pipe $ to Spend $

100x Love &

Respect

34

The Campaign, Part 2

Connect to CRM Leads, Opptys

Enable the Sales Army

What’s Next?

1. Other segments and sub-segments:• Upsell, Mid-Market, Bundled Solutions

2. Website Personalization

3. Account-level Retargeting

4. Direct Mail

5. More Sales Alignment & Enablement

Moral(s) of the Story

ABM Works on Levels Data is Ace Give Sales

all you’ve got

Thank Y u