The First Steps to Successful Account-Based Marketing

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