It was at 10:30 a.m. on a Friday morning when I heard the news confirming that I had been offered the Internship position of my dreams! I quickly ran and told my parents, mentors, and close friends. By 11 a.m. the excitement had turned into “What have I gotten myself into?”
I am a senior majoring in marketing at Georgia State University, and before this internship I had a year worth of sales experience but nothing marketing related other than a few notebooks full of general marketing concepts. When I heard that I would be put in charge of leading the #FlipMyFunnel revolution I was ecstatic and worried because “What do I know about B2B marketing?”
Luckily for me, after sending my application for the internship, I downloaded this awesome e-book from Terminus which is properly titled “The Beginner’s Blueprint to Account-Based Marketing.” After reading 28 pages I felt like an expert, even going as far as accidentally pitching ABM in one of my Buyer Behavior assignments.
From the beginning account-based marketing just made sense to me. Why waste your time reaching out to everyone possible to hopefully find the person you want when you can find the person you want first and then reach out to them? The conversation of me explaining account-based marketing to my dad went a little something like this “So imagine you are going to start a motorcycle club for all of your friends who ride Street Glide’s like you. What would you do?
- Make a list of all of your friends who ride Harley-Davidson’s. Email all of them a flyer promoting your Street Glide club. Have 80% of them throw it away because they ride other Harley models. Contact the ones that you know didn’t delete your email. Hopefully have them sign up.
- Make a list of all of your friends who ride Street Glides. Email this list the same flyer promoting you club. Have 80% of them sign up because they ride Street Glides and it seems like a good idea. Go ride to Sturgis with your group of friends.
It was an obvious choice to him and he’s an engineer, so why is it so hard for Marketers to understand?
That question was answered on my first day at my new internship when received my first ABM Stack. I immediately noticed the lack of major companies in the ABM space. This was even more obvious when I began looking for articles for the FlipMyFunnel blog, Twitter, and Facebook page that I would be helping to moderate. I immediately recognized key contributors to all ABM news such as Chris Engman, Jon Miller, and Sangram Vajre, just to name a few. As I accessed the FlipMyFunnel slack community, I became aware of more influencers, but the companies they were apart of stayed the same.
This lead to more motivation to expand this category of marketing by reaching out to as many people as possible! I’ve taken on the role of finding marketers both B2B and B2C to share this new strategy with, in hopes of flipping Everyone’s funnel! To find out more about just how easy it is to create demand using the customer experience, a.k.a. “Flip Your Funnel”, sign up for our VIP club today!