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MEGA TRENDS>> Evolution Drives Revolution
<<
@SangramVajre @Terminus #ABM #UFXATL
##UFXATLl @SangramVajre
Introduction
Evolution – 2000 to 2015
Revolution – 2015 to 2030
010203
THE RUN DOWN
@SangramVajre @Terminus #ABM #UFXATL
Sangram here!
• Head of Marketing, Pardot (now Salesforce)• Co-founder and CMO of Terminus• Founder of the
#FlipMyFunnel community• I am now an author (by accident)
@sangramvajre
Introduction
#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
TECHNOLOGY EVOLUTION#
1
MEGA TREND
(2000s to 2015)
2000 20102005
Unchanged Channel: Email / Call
Unchanged focus: Lead Generation
Predictive
Email Marketing Marketing Automation
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
TECHNOLOGY EVOLUTION#
1
MEGA TREND
(2000s to 2015)
RESULTS
@sangramvajre#FlipMyFunnel @FlipMyFunnel
#1 challenge for B2B marketers is generating high quality leads
— IDG Research
But…isn’t that what we thought we were focusing on?
RESULTS
#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
@sangramvajre#FlipMyFunnel @FlipMyFunnel
94% of the buying process is done online —MarketingProfs
But…we only know how to email and call!
RESULTS
#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
On average, 7 to 12 people part of the decision making process —Gartner
But…we only talk to one person that is in our CRM or MAP or filled out a form.
RESULTS
#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
So, in last decade and half, Technology Evolution has left marketers with more technology and no real innovation to enable marketing tactics.
RESULTS
#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
STACK GRADER: Graded Account-Based Marketing stack of over 200+ companies. Shows an average of 20 tools per company.
#FlipMyFunnel @FlipMyFunnel
bit.ly/stack-grader
#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
DO-IT-ALLHEROISM#
2
MEGA TREND
(2000s to 2015)
Low Touch
Low Tech
HighTouch
High Tech Display advertising on social
(Twitter, Facebook, etc) Email nurturing Content marketing Thought leadership ebooks Thought leadership webinars
Sponsoring big events Print Ads
Direct mail Sales calls Doing small, targeted events VIP dinners / sporting events
Personalized videos Customer Success webinars Customer/industry specific
webinars Customer product demo
@SangramVajre @Terminus #ABM #UFXATL
DO-IT-ALLHEROISM#
2
MEGA TREND
(2000s to 2015)
RESULTS
@sangramvajre#FlipMyFunnel @FlipMyFunnel
15+ channels Unfocused Demand Gen and Branding Poor quality
#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
THE MEGA TRENDS FROM 2000 TO 2015 HAS LEFT US WITH THIS:
+ =Less than 1% of leads turn into customers — Forrester
RESULTS:TECHNOLOGY EVOLUTION
More Technology
DO-IT-ALLHEROISM
More Work
@SangramVajre @Terminus #ABM #UFXATL
THE GOOD NEWS
Today you can change the course of the future….The two mega trends for the next decade and a half will challenge the status quo
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
MEGA TRENDPREDICTION#
1
(2015 to 2025)
Technology Evolution > > Account-Based Marketing
@sangramvajre#FlipMyFunnel @FlipMyFunnel
I wrote a book on this, so it better be a hot trend :)
#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
@sangramvajre#FlipMyFunnel @FlipMyFunnel
The ABM trend is already growing strong
#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
It’s true!
If you suck at marketing, you will suck at ABM.
@sangramvajre
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
SO, WHAT IS ABM?
Account-Based Marketing is a
Mindset
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
Account-Based Marketing is a MindsetOLD WAY NEW WAY
Email / Call Lead Generation
Channels that matter to your customer
Focus on only the best-fit accounts and influence the peoplewithin that account
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
MEGA TRENDPREDICTION#
2
(2015 to 2025)
Do-it-all Heroism >> Customer Heroism
WHAT IS CUSTOMER HEROISM?
Customer believes you can solve their problems
Customer feels empowered Customer trusts you
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
IMPACT GRAPH
CUSTOMER HEROISM
Low Impact (1X)
Need to Do
HighImpact(10X)
Must Do
@SangramVajre @Terminus #ABM #UFXATL
My wife, Manmeet
@sangramvajre#FlipMyFunnel @FlipMyFunnel
MY IMPACT GRAPHWIFE HEROISM
My life long customer!
#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
Low Impact (1X)
Need to Do
HighImpact(10X)
Must Do
Clean cars, pay the bills on time, take kids to
soccer
Try to become both Mom and Dad on the weekends and let her have some personal time Do dishes when she is
awayFlowers on a Wed
Asking her, “What do you want for Christmas?”
MY IMPACT GRAPHWIFE HEROISM
YOUR IMPACT GRAPHCUSTOMER HEROISM
Low Impact (1X)
Need to Do
HighImpact(10X)
Must Do
Email newsletter
Blog and website updates Analyst recommendations
In-person events
Industry or persona-based webinar
Account-based advertising/messaging or FB Ads
Low Impact (1X)
Need to Do
HighImpact(10X)
Must Do
What would happen if you
got rid of everything here?
What will happen if you put all your
focus here?
YOUR IMPACT GRAPHCUSTOMER HEROISM
EVOLUTIONIS NOTABOUTYOU
#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
EVOLUTIONIS ABOUTREVOLUTION
#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL
Welcome to Account-Based
Marketing
Have Questions?
Tweet me!@SangramVajre
@Terminus
#ABM #UFXATL
