ready, aim, flip! flipping your funnels for account-based marketing at scale

@uberflip#ABMHacks @Terminus

Sangram VajreCMO & Co-Founder, Terminus@sangramvajre

READY, AIM, FLIP!FLIPPING YOUR FUNNELS FOR

ACCOUNT-BASED MARKETING AT SCALE

Victoria HoffmanContent Marketing Manager, Uberflip@victoriahoffman


JOIN IN ON

WE WILL SEND THE RECORDING.

Questions? We’ve got answers! (At the end of the webinar J)


STICK AROUND FORA DEMO


Meet the Expert

Street Cred:

• Author of “Account-Based Marketing For Dummies”

• Founder of #FlipMyFunnel

• Former Head of Marketing at Pardot

• Top B2B #MarTech CMO to follow on Twitter (Forbes)

Sangram Vajre

CMO & Co-Founder

@Terminus


Let’s get hacking!


Knowledge is Power

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


#FlipMyFunnelTraditional Funnel ABM Funnel


Remember the formula for velocity?

Velocity = Distance/Time

How fast can we get an account through the buyer’s journey to become a customer?

Hack #1: Pipeline Velocity


IdentifyFind your best-fit

customers


ExpandFocus on the right people


Velocity = Distance/Time

• High Impact: Accounts to close within 30 days

• Medium Impact: Close this quarter

• Low Impact: Close next quarter


Since we’re talking about formulas…

Engagement = Right Content + Right Channels

Hack #2: Engaging Accounts On Their Terms


Hack #2: Engaging Accounts On Their Terms

• Right Channels: Mobile, Social, Web, Video, Direct Mail

• Right Time: Based on stage• Right Person: The influencers & decision-markers in the account

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


1st chapter of Account-Based Marketing For Dummies:

http://bit.ly/ABM-book

Resources


QUESTION TIME!

Sangram VajreCMO & Co-founder, Terminus

@sangramvajre

Victoria HoffmanContent Marketing Manager, Uberflip

@victoriahoffman

hub.uberflip.com