#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