the first steps to successful account-based marketing
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The First Steps to Successful Account-Based MarketingFeaturing 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
AWARENESSStart broad — Everyone is a target
INTERESTSpend more money to qualify
CONSIDERATIONCall. Email. Call. Email…
PURCHASEYou got me!
#FlipMyFunnel is born
IDENTIFY Start with the best-fit
EXPAND Focus on people in same roles
ENGAGERight Content, Right Channel
ADVOCATETurn Customers into fans
IdentifyFind your best-fit customers
Steps for Getting Data Ready to Identify Accounts
Prepare for analysis
Destroy duplicates
Enrich accounts with trusted
data
Run an assessmen
t
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 DATA1ANALYZE & BUILD IDEAL CUSTOMER PROFILES2OPTIMIZE & UPDATE ⟳3
ExpandFocus on the right people
Demo
EngageRight 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 GraderEvaluate 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
TARGET
ENGAGE
ACCELERATE
Where can you learn more?
terminus.com/abm-stack salesforce.com/data
Join me at Open Lounge
Book Signing5:00PM - 6:30PMCome get a free copy of Account-BasedMarketing 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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