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The First Steps to Successful Account-Based
Marketing
Featuring Sangram Vajre, Co-Founder & CMO, Terminus
#FlipMyFunnel with Sangram Vajre
• Head of Marketing, Pardot
(now Salesforce)
• Co-founder and CMO
of Terminus
• Founder of the
#FlipMyFunnel community
• I am now an author
(by accident)
Why are you here?
Less
than 1%
of the leads turn
into customers
—Forrester
Research
Less
than 2%
of the cold calls
result in
appointment
— LeadJob
In B2B,
on average
7 people
are involved in most
buying decision
— Gartner
50%
of B2B Marketers
want to measure
pipeline velocity
and revenue as
the key metrics
— #FlipMyFunnel
Buying has changed….
Online Anonymous Sales Averse Trust
92%
of B2B Marketers think
Account-Based Marketing is
extremely important to their
overall marketing efforts.”
—SiriusDecisions | April 2015
Why do B2B Marketing & Sales Teams Need ABM?
Where do I
start?
Traditional Funnel
AWARENESS
Start broad — Everyone is a target
INTEREST
Spend more money to qualify
CONSIDERATION
Call. Email. Call. Email…
PURCHASE
You got me!
#FlipMyFunnel is born
IDENTIFY
Start with the best-fit
EXPAND
Focus on people in same roles
ENGAGE
Right Content, Right Channel
ADVOCATE
Turn Customers into fans
Identify
Find your best-fit
customers
Steps for Getting Data Ready to Identify Accounts
Prepare for
analysis
Destroy
duplicates
Enrich accounts
with trusted data
Run an
assessment
Fill-in key fields
for matching
Organize profiles
& Expand…
Create reachable
segments
Add new target
accounts to CRM
Size the
market
Find key
attributes
CLEAN & ENRICH CRM ACCOUNT DATA
1
ANALYZE & BUILD IDEAL CUSTOMER PROFILES
2
OPTIMIZE & UPDATE ⟳
3
Expand
Focus on the
right people
Demo
Engage
Right content,
right channel
Low Touch
High Touch
Low
Tech
High
Tech
• Sponsoring big events
• Print advertising
• Display advertising on social
(Twitter, Facebook, etc)
• Content marketing
• Thought leadership ebooks
• Webinars
• Email nurturing
• Personalized videos
• Customer success webinars
• Direct mail
• Sales calls
• Doing small, targeted
events
• Customer/industry specific
webinars
Account-Based Marketing Framework
Terminus Cloud for ABM
• The blueprint to building a complete
account-based marketing technology
solution
• 35+ best-in-class ABM providers that
integrate and work seamlessly with
Salesforce CRM
• Align technology to the 5 core components
of an ABM strategy: Identify, Expand,
Engage, Advocate, and Measure
terminus.com/abm-cloud
ABM Stack Grader
Evaluate your existing tech eco-system for
account-based marketing. Determine what
resources to buy, replace, or repurpose to
create a best-in-class ABM tech stack.
How does your stack “stack-up” for ABM?
terminus.com/abm-stack
TA R G E T
E N G A G E
A C C E L E R AT E
Where can you learn more?
terminus.com/abm-stack salesforce.com/data
Join me at Open Lounge
Book Signing
5:00PM - 6:30PM
Come get a free copy of Account-Based
Marketing For Dummies. I’ll be signing
books over cocktails and snacks!
One Kearny Club | 23 Geary St. | San Francisco, CA 94108
thank y u

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The First Steps to Successful Account-Based Marketing

  • 1. The First Steps to Successful Account-Based Marketing Featuring Sangram Vajre, Co-Founder & CMO, Terminus
  • 2. #FlipMyFunnel with Sangram Vajre • Head of Marketing, Pardot (now Salesforce) • Co-founder and CMO of Terminus • Founder of the #FlipMyFunnel community • I am now an author (by accident)
  • 3. Why are you here? Less than 1% of the leads turn into customers —Forrester Research Less than 2% of the cold calls result in appointment — LeadJob In B2B, on average 7 people are involved in most buying decision — Gartner 50% of B2B Marketers want to measure pipeline velocity and revenue as the key metrics — #FlipMyFunnel
  • 4. Buying has changed…. Online Anonymous Sales Averse Trust
  • 5. 92% of B2B Marketers think Account-Based Marketing is extremely important to their overall marketing efforts.” —SiriusDecisions | April 2015 Why do B2B Marketing & Sales Teams Need ABM?
  • 7. Traditional Funnel AWARENESS Start broad — Everyone is a target INTEREST Spend more money to qualify CONSIDERATION Call. Email. Call. Email… PURCHASE You got me!
  • 8. #FlipMyFunnel is born IDENTIFY Start with the best-fit EXPAND Focus on people in same roles ENGAGE Right Content, Right Channel ADVOCATE Turn Customers into fans
  • 10. Steps for Getting Data Ready to Identify Accounts Prepare for analysis Destroy duplicates Enrich accounts with trusted data Run an assessment Fill-in key fields for matching Organize profiles & Expand… Create reachable segments Add new target accounts to CRM Size the market Find key attributes CLEAN & ENRICH CRM ACCOUNT DATA 1 ANALYZE & BUILD IDEAL CUSTOMER PROFILES 2 OPTIMIZE & UPDATE ⟳ 3
  • 12. Demo
  • 14. Low Touch High Touch Low Tech High Tech • Sponsoring big events • Print advertising • Display advertising on social (Twitter, Facebook, etc) • Content marketing • Thought leadership ebooks • Webinars • Email nurturing • Personalized videos • Customer success webinars • Direct mail • Sales calls • Doing small, targeted events • Customer/industry specific webinars
  • 16. Terminus Cloud for ABM • The blueprint to building a complete account-based marketing technology solution • 35+ best-in-class ABM providers that integrate and work seamlessly with Salesforce CRM • Align technology to the 5 core components of an ABM strategy: Identify, Expand, Engage, Advocate, and Measure terminus.com/abm-cloud
  • 17. ABM Stack Grader Evaluate your existing tech eco-system for account-based marketing. Determine what resources to buy, replace, or repurpose to create a best-in-class ABM tech stack. How does your stack “stack-up” for ABM? terminus.com/abm-stack
  • 18.
  • 19. TA R G E T
  • 20. E N G A G E
  • 21. A C C E L E R AT E
  • 22. Where can you learn more? terminus.com/abm-stack salesforce.com/data
  • 23. Join me at Open Lounge Book Signing 5:00PM - 6:30PM Come get a free copy of Account-Based Marketing For Dummies. I’ll be signing books over cocktails and snacks! One Kearny Club | 23 Geary St. | San Francisco, CA 94108

Notes de l'éditeur

  1. [SANGRAM]
  2. [SANGRAM]
  3. [JIM] Today’s B2B buyers are clearly in charge of their path to purchase. While individuals at companies make purchasing decisions, the business foots the bill. Rarely does a single person have the power to unilaterally invest in a complex business solution. In large enterprises, whole departments are dedicated to procuring capital and services, looking for reasons to throw up red flags or block purchases.
  4. [JIM] The shift in orientation is from selling to a broad base of individuals to targeting specific accounts. And within those accounts, the task is to engage the multiple stakeholders along an increasingly non-linear online and offline buying path, through channels owned by sales, marketing and other groups in your company. 84% of ABMers report ROI is higher than other tactics, according to ITSMA Others research has shown that 72% of B2B marketers will increase ABM usage. (marketing-interactive.com) BENEFITS: Targeted use of efforts/budget Personalized/engaging experiences Market ahead of the lead Align Marketing efforts with Sales Connect Marketing efforts to Revenue
  5. [JIM TRANSITION BACK TO SANGRAM] Lead-based People as numbers Broad at the top and small at the bottom
  6. [SANGRAM]
  7. [SANGRAM]
  8. [SANGRAM]
  9. [JIM] Clean and enrich CRM account data Analyze CRM data to determine the attributes of your best customers (Ideal Customer Profile/ICP) Size the market based on these attributes Add new target accounts to your CRM Create segments within those markets (size, industries, propensity to buy/score, up-sell/cross-sell, etc.) Organize or find contacts/personas within accounts Develop a process for optimization and updating
  10. [SANGRAM]
  11. [JIM] Data Assessment, Wave Demo (Before/After), Data Vendors
  12. [SANGRAM]
  13. [SANGRAM]
  14. Terminus Demo
  15. [JIM]