It's a new era for B2B marketers to be brave and deliver great impact on revenue! Marketers are taking charge of selecting target accounts, delivering insights to sales, driving deep engagement with target accounts, and changing the way world-class B2B revenue teams measure success. In this session, you'll learn 10 key lessons for success with ABM. Hosted by Sangram Vajre, Co-Founder & CMO at Terminus, Founder of #FlipMyFunnel, and author of "Account-Based Marketing For Dummies," session attendees will learn how to make the ABM dream a reality.

1. #B2BMX
Lessons Learned for
Account-Based Success
Sangram
Vajre
10

2. #B2BMX
SANGRAM VAJRE
Co-Founder & CMO, Terminus
• Founder of #FlipMyFunnel
• Host of the daily #FlipMyFunnel podcast
• Former Head of Marketing, Pardot (now Salesforce)

3. #B2BMX
I call it timing
and luck!

4. #B2BMX
Account-Based Marketing Flips the Funnel

5. How many of you have
account executives on
your sales team?

6. We don’t close leads.
We close accounts.

7. #B2BMX
10 Lessons for ABM Success

8. #B2BMX
1 Be Brave

9. #B2BMX
Be Brave
Baseball t-shirt
Football socks Tennis shoes
Basketball
shorts
Football ● Marketers, take charge!
● Master (lots of) new skills
● Challenge the status quo
● Teach a better way to
efficiently grow

10. #B2BMX
2 Form #OneTeam

11. #B2BMX
A True Tale of #OneTeam ABM Transformation
Terminus.com/
OneTeam

12. #B2BMX
#OneTeam
is a mindset
#OneTeam has
one scorecard
You have to
operationalize
the #OneTeam
approach
Drive Growth with a #OneTeam Revenue Machine

13. #B2BMX
Chief Revenue Officer VP of Sales Development
“Fire me if
this doesn’t
work!”
"SDRs save
4 hours a day
that they used
to spend
prospecting.”
"No one in our
company cares how
many leads we get.
It’s all about
engagement"
VP Marketing
#OneTeam Real Talk

14. #B2BMX
3 The Buck Stops with the CEO

15. #B2BMX
Get the CEO on Board
Marketing Sales
CEO

16. #B2BMX
4 Measure the Right Things

17. #B2BMX
@SangramVajre
Tweet
this!
Engagement is the new measurement.
Our Mantra @ Terminus

18. #B2BMX
Leads
Lead conversion
Website traffic
Engagement
Progression
Velocity
STOP START

19. #B2BMX
Opps
Created
Opp
$$$
Opps
Stage 2
Opp
Stage 2
$$$
# $ # $
# $ # $
# $ # $
TARGET ENGAGE ACCELERATE CLOSED-WON
TIER 1
Total
Accounts
#
#
#
Engaged % Engaged MQA
%
MQA
# % # %
# % # %
# % # %
Closed
Won
Closed
Won
$$$
# $
# $
# $
TIER 2
TIER 3
ABM Scorecard–Team, Executives, Board

20. #B2BMX
5 ABM Is More than Demand Gen

21. #B2BMX
Demand Gen Sales Pipeline Customer Marketing
ABM Strategy
(1:1, ABM Lite,
Programmatic)
Pre-
targeting
Account
Nurture
Lead-to-
Account
NurtureX
Net New InterestBuying Stage
Lead-Based
Strategy
(Bolt-On ABM)
Dead OppOpportunity
Pipeline
Acceleration
Wake the
Dead
Renewal & Expansion
Renewal
& Upsell
Land &
Expand
7 Strategies for Account-Based Marketing

22. #B2BMX
#OneTeam ABM Transformation
GOAL: Create predictable
revenue with ABM at scale
We created a data-driven process to
prioritize accounts and trigger sales
activities. Focused on highly personalized
cadences and content.
• Win rate from 1st demo: +125%
• Average deal size: +35%
• Sales velocity: - 20 days
Terminus.com/OneTea
m

23. #B2BMX
6 ABM Is a Strategy, Not a Tactic

24. #B2BMX
High Tech
Low Tech
Low
Touch
High
Touch
• Sponsoring large events
• Print advertising
• Email nurturing
• Account-based Advertising
(LinkedIn,Twitter, Facebook, etc.)
• Content marketing, e-books
• Thought leadership webinars
• Personalized videos
• Industry-specific webinars
• Customer product demos
• Direct mail
• Sales calls
• Small, targeted events
• VIP dinners
Marketing and Sales Tactics

25. #B2BMX
7 Get Data-Driven

26. #B2BMX
The Formula for Operationalizing ABM
Tweet this!
Fit + Intent + Engagement
is the secret formula for #ABM
@PeterKHerbert
FIT
INTENT
ENGAGEMENT

27. #B2BMX
IDENTIFY EXPAND ENGAGE ADVOCATE MEASURE
Terminus ABM Tech Stack

28. #B2BMX
8 Make It Personal

29. #B2BMX
Get Relevant
1:1 Company

30. #B2BMX
Get Personal
H2H Personalized
Personalized
Email
Pick up the
phone!
Socialize!

31. #B2BMX
Get Really Personal
Face to Face

32. #B2BMX
Customer Story
GOAL: To generate awareness in
target accounts (net new)
“Terminus is very good at allowing you to be
targeted in creative ways because you can
configure so many different types of campaigns
from data in your CRM.”
• Utilized Terminus for account-based
advertising to drive engagement
• 3X increase in web traffic from target
accounts, 69% of new opps generated
were targeted using Terminus

33. #B2BMX
Customer Story
GOAL: To build pipeline in
target accounts
59% increase in email open rates,
28% increase in opps generated
• Used Terminus for “air cover” to
support sales during outreach
• From one list, they set 32 meetings
from 87 target accounts

34. #B2BMX
9 Do ABM in Sprints

35. #B2BMX
Start.
Learn.
Adapt.
Keep going.

36. #B2BMX
10 Make Your Customers Heroes

37. #B2BMX
How Do You Achieve
Customer Heroism?

38. #B2BMX
My wife, Manmeet
My lifelong
customer!
WIFE HEROISM
MY IMPACT GRAPH

39. #B2BMX
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Clean cars, pay the bills on time,
take kids to soccer
Try to become both Mom and Dad on
the weekends and let her have some
personal time Do dishes when she is away
Flowers on a Wed
Asking her, “What do you want for
Christmas or your birthday?”
WIFE HEROISM
MY IMPACT GRAPH

40. #B2BMX
YOUR IMPACT GRAPH
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Email newsletter
nurture programs
Blog and website updates
Analyst recommendations
In-person events
Industry or persona-based webinar
Account-based
advertising/messaging
or LinkedIn Ads
CUSTOMER HEROISM

41. #B2BMX
YOUR IMPACT GRAPH
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
What if you stopped
doing what’s here?
And focused on
everything here?
CUSTOMER HEROISM

42. #B2BMX
Create your #OneTeam magic!
Terminus.com/OneTeam
@sangramvajre

43. Check out the daily
#FlipMyFunnel podcast
on iTunes