Marketing Loves Sales 2016

#FlipMyFunnel with Account-Based Marketing

Sangram VajreTerminus CMO & Co-Founder

@SangramVajre

• Why B2B Marketing & Sales Teams Need ABM Now

• Flipping the Funnel on Lead-Based Marketing

• Introducing the 7 Stages of the ABM Customer’s Journey

• Q & A

The Account-Based

Marketing Framework

@sangramvajre #ABM #FlipMyFunnel

@sangramvajre #ABM #FlipMyFunnel

#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)

92% of B2B Marketers think

Account-Based Marketing is

extremely important to their overall marketing

efforts.”

—SiriusDecisions | April 2015

Why B2B Marketing & Sales Teams Need ABM

@sangramvajre #ABM #FlipMyFunnel

Flipping the Funnel onLead-Based Marketing

@sangramvajre #ABM #FlipMyFunnel

@sangramvajre #ABM #FlipMyFunnel

Lead Based

People as numbers

Broad at the top and narrow at the bottom

@sangramvajre #ABM #FlipMyFunnel

It’s Personal

@sangramvajre #ABM #FlipMyFunnel

@sangramvajre #ABM #FlipMyFunnel

Account based

Start with the end in mind

Map tools to strategies

@sangramvajre #ABM #FlipMyFunnel

Traditional Funnel(Lead Based)

Customer Experience Funnel

(Account Based)

@sangramvajre #ABM #FlipMyFunnel

Real-World Account-Based Marketing Use-Cases7

@sangramvajre #ABM #FlipMyFunnel

STAKEHOLDERSMarketing, CMO,

Demand Gen

STRATEGIESEvents/webinars,

campaigns (inbound & outbound)

CONTENTBlog post, ebook,

infographic (un-gated)

SUCCESS METRICSIncrease in MQLs,

Increase in SDR Appointments,

Increase in Contact activities, Increase in Account

Awareness

Stage 1: Demand Generation

@sangramvajre #ABM #FlipMyFunnel

STAKEHOLDERS“Smarketing”,

Sales Development

STRATEGIESMQL to SQL,

SQL to Opportunity

CONTENTVideo

testimonial, case studies, webinars

SUCCESS METRICSIncrease in SQAs,

Increase in Opportunities, Increase in Marketing-

sourced pipeline, Increase in Pipeline

velocity

Stage 2: Pipeline Velocity

@sangramvajre #ABM #FlipMyFunnel

STAKEHOLDERS“Smarketing” team, C-suite

execs

STRATEGIESOpportunity to

Evaluation to Negotiation to

Closed/Won

CONTENT“How to” content, ROI, competitive

analysis

SUCCESS METRICSIncrease in Closed/Won

deals, Increase in Engagement

in opportunities, Increase in Sales velocity,

Increase in Deal size

Stage 3: Winning Deals

@sangramvajre #ABM #FlipMyFunnel

STAKEHOLDERS“Smarketing” &

customer success

STRATEGIES Workshops, training, events,

webinars, customer reviews

CONTENTImplementation guides, tutorials,

“how to”

SUCCESS METRICSIncrease in Product usage, Increase in retention,

Decrease in churn

Stage 4: Customer Adoption

@sangramvajre #ABM #FlipMyFunnel

STAKEHOLDERS“Smarketing” &

customer success

STRATEGIESNew products,

upgrades, features, outbound contact

CONTENTProduct webinars,

case studies

SUCCESS METRICSIncrease in New business,

Increase in revenue per account,

Increase in deal size, Increase in engagement in

accounts

Stage 5: Upsell/Cross-sell

@sangramvajre #ABM #FlipMyFunnel

STAKEHOLDERS“Smarketing” &

customer success

STRATEGIESPersonalized

messaging to new departments,

outbound

CONTENTVideo

testimonials, case studies, ROI

SUCCESS METRICSIncrease in current customer revenue,

Increase in engagement within accounts

Stage 6: Land & Expand

@sangramvajre #ABM #FlipMyFunnel

STAKEHOLDERSCEO, CMO, CSO

STRATEGIESEngage with

partners, analysts, influencers,

investors, etc.

CONTENTQuarterly reports,

newsletters

SUCCESS METRICSIncrease in Awareness (more impressions),

Increase in Engagement (traffic to site)

Stage 7: “Always On” Air Cover

@sangramvajre #ABM #FlipMyFunnel

Account-Based Marketing Framework

@sangramvajre #ABM #FlipMyFunnel

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

@sangramvajre #ABM #FlipMyFunnel

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

Onsite Customer Case Study

@sangramvajre #ABM #FlipMyFunnel

Jenny CoupeVice President of Customer Acquisition at SOASTA, Inc

Come meet our ABM Superhero at our booth and learn about the journey to ABM nirvana

Thank you And let’s start flipping funnels with

account-based marketing!

@sangramvajre #ABM #FlipMyFunnel