What can I say about the conference other than it was incredible. FMF reminded me of how marketing conferences used to be. Huge networking events with a backdrop of incredible informative education. The cross-pollination of ideas was inspiring.
The key takeaway from FlipMyFunnel is that ABM is the future. Account-Based Marketing is the convergence of Sales, Marketing, and Customer support. The tools and technology available to uncover and support customer challenges is at an all time high.
There has been some great discussion from my presentation and I plan to share more detail on humanizing ABM and what I presented with Matt Senatore, etc. but the biggest request I’ve received is a screenshot of my subway slide that shows our tools. Here you go!
Building a Community
FlipMyFunnel has become more than an event. The FMF team have created an amazing resource that includes podcasts, surveys, industry trends, and even a certification for ABM. You have to check out this amazing community
My Major Concern
We as marketers are in a very unique period. The convergence of Science and Art has resulted in so many new tools and functionality that the lines are becoming blurred between many ABM vendors. This provides a few challenges as it relates to Date Enrichment, Account Selection, Prioritization, Execution, and Analytics. There is a ton of white-space andPE firms are investing heavily in Ad-Tech and Mar-Tech. I expect the market to become more fragmented temporarily before major consolidation occurs over the next 24-36 months. The top CRM and Marketing Automation vendors are partnering closely with many of the ABM vendors, but won’t let any of these products get large enough to usurp or challenge market share before they become integrated.
I have been blessed to meet and engage with some of the greatest minds, thought-leaders, and Pioneers of Account-Based Marketing and Sales. Many of these companies and individuals have given me opportunities to share my story, participate in ABM evangelism, promote the company I work for and my personal brand. I am thankful to have formed these bonds and can’t wait to see what’s next in the industry!