The excitement was palpable at #FlipMyFunnel’s event at Boston, Humanizing B2B.
With attendees sharing photos of the venue, their badges, and their excitement, you could tell this was a much awaited event.
After Nikki Nixon, Director of #FMF set the agenda for the day, it was time for Sangram Vajre, Co-founder and Chief Evangelist, Terminus, to take the stage, and take over Boston.
Shaking Boston @sangramvajre takes the #FlipMyFunnel keynote #ABM pic.twitter.com/A1xUM1BP1p
— Matt Benati (@mattbenati) August 8, 2018
And if you had any doubts about it, he started off by saying, “ABM is hard!” Breathe easy now, ABMers! That is the brutal truth!
"what's interesting is … ABM is hard." @sangramvajre kicks off #flipmyfunnel with some deep thoughts.
— Eric Wittlake (@wittlake) August 8, 2018
Good morning from #FlipMyFunnel in Boston! We’re kicking off the conference with a keynote from @sangramvajre on the brutal truth of #ABM. pic.twitter.com/cLoufaokjU
— Terminus (@Terminus) August 8, 2018
If any of us marketers had any misconceptions left, he quickly razed them to the ground.
“Value of marketing is defined by sales” @sangramvajre #flipmyfunnel
— Liz Fodor Medeiros (@erzsebet_f) August 8, 2018
But if you were going to consider ABM to be a fad, he razed that idea to the ground too.
#ABM is real, and here to stay. #FlipMyFunnel pic.twitter.com/9ZOpO2tBKQ
— Kris Schulze (@ThaaatKris) August 8, 2018
Because ABM is B2B. And it is authenticity based as well.
.@sangramvajre says ABM is Authenticity-Based Marketing. Food for thought i must say. #FlipMyFunnel
— Abhinav Sahai (@AbhinavSahai) August 8, 2018
Authenticity-Based Marketing #FlipMyFunnel @sangramvajre #ABM #marketing #sales pic.twitter.com/UdDAih8wQ2
— Matt Benati (@mattbenati) August 8, 2018
And a strategy for faster growth.
"#ABM is a strategy, it's not a tool or technique. It's a strategy gearing you to help you #grow your #business faster." @sangramvajre kicking off #FlipMyFunnel right!
— Brian Anderson (@G3Brian) August 8, 2018
But one size doesn’t fit all!
“ABM is a strategy…it’s a technique – it’s not one-size-fits-all,” – @sangramvajre #FlipMyFunnel pic.twitter.com/d0USZBiYeJ
— DMN (@dmnews) August 8, 2018
"We believe #engagement is the new #measurement" @sangramvajre #FlipMyFunnel
— Brian Anderson (@G3Brian) August 8, 2018
What’s the future of B2B marketing? Authenticity (which is one of our favourite words at Niswey!)
“The future of B2B marketing is authenticity.” @sangramvajre #FlipMyFunnel pic.twitter.com/pz17U8BKdX
— #FlipMyFunnel (@FlipMyFunnel) August 8, 2018
But it needs a change of mindset.
Want #ABM to be successful?
“You don’t have to change the world, you just have to change the mindset.” #flipmyfunnel #oneteam #customercentric pic.twitter.com/uZMoE7ydFE— Megan Gay (@meganelizgay) August 8, 2018
There’s just one team, not two!
ONE single scorecard for Marketing and Sales. As one team. That’s how to measure #ABM #FlipMyFunnel pic.twitter.com/tI20Agoljq
— Abhinav Sahai (@AbhinavSahai) August 8, 2018
And it’s about creating a community by being authentic. Sangram wondered how many people bring their IT and customer success teams to events, and not just their sales team. That’s when you create authenticity.
“Without a community, all you’re doing is building a commodity.” – @sangramvajre #FlipMyFunnel pic.twitter.com/xAM1BIPGhV
— #FlipMyFunnel (@FlipMyFunnel) August 8, 2018
In life, your impact is determined by your authenticity. #FlipMyFunnel #ABM
— Carole Gunst (@cgunst) August 8, 2018
So the question now is:
Great question – we all need to answer this to drive our businesses #ABM #FlipMyFunnel @sangramvajre pic.twitter.com/G7KwkMW4BL
— Matt Benati (@mattbenati) August 8, 2018
Sangram defined authenticity as looking in the mirror and being able to be proud of what you say and do.
And then he invited the ABMie award winners to share what Authenticity meant to them. Great way to end the session which put the Human back into B2B Marketing.
