ABM Interactions: Engaging Your Target Accounts Where They Are

@sangramvajre

Sangram VajreCo-Founder and CMO, TerminusFounder of the #FlipMyFunnel MovementPreviously, Head of Marketing, Pardot, Salesforce

Less that 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

Over 50% of CMOs want to measure pipeline velocity and revenue. #FlipMyFunnel

@sangramvajre

AWARENESSStart broad — Everyone is a target

INTERESTSpend more money to qualify

CONSIDERATIONCall. Email. Call. Email…

PURCHASEThank God, they didn’t know enough about our competitors

@sangramvajre

It’s Personal

@sangramvajre

IDENTIFY Start with the best-fit

EXPAND Focus on people in same roles

ENGAGERight Content, Right Channel

ADVOCATETurn Customers into fans

@sangramvajre

@sangramvajre

What is Account-Based Marketing?

Focused B2B “Smarketing”

@sangramvajre

B2B Marketing Interactions

Hi Tech

Hi Touch

Low Tech

Low Touch

Display ads and video advertisingFacebook, Twitter, LinkedIn advertisingEmail nurturingContent marketingThought leadership e-books Thought leadership webinars

Direct mailSales callsDoing small targeted eventsVIP Dinners/sporting events

@sangramvajre

Sponsoring big eventsPrint Ads

Personalized videosCustomer Success webinarsCustomer / industry specific webinarsCustomer product demo

B2B Marketing Interactions

Hi Tech

Hi Touch

Low Tech

Low Touch

Display ads and video advertisingFacebook, Twitter, LinkedIn advertisingEmail nurturingContent marketingThought leadership e-books Thought leadership webinars

Personalized videosCustomer Success webinarsCustomer / industry specific webinarsCustomer product demo

Direct mailSales callsDoing small targeted eventsVIP Dinners/sporting events

Sponsoring big eventsPrint Ads

@sangramvajre

At ScaleManual

How to apply Interactions to

account-based marketingstrategy?

@sangramvajre

STAKEHOLDERSCMO, Demand Gen, Sales Development

STRATEGIESDemand GenerationWarming up accounts (outbound)

INTERACTIONSDisplay ads and video advertisingFacebook, Twitter, LinkedIn advertisingEmail nurturing, Content marketing

SUCCESS METRICSIncrease in MQAsIncrease in Sales AppointmentsIncrease in Account Awareness

Interaction #1: Hi-Tech, Low-Touch

@sangramvajre

Interaction #2: Hi-Tech, Hi-Touch

STAKEHOLDERS

CMO, CSO, CEO

STRATEGIESPipeline Velocity Sales Velocity

INTERACTIONSTargeted Ads, Direct mail, Sales calls,Doing small targeted events, Webinars

SUCCESS METRICSIncrease in new opportunities and pipelineIncrease in sales velocityIncrease in closed-won deals

@sangramvajre

Interaction #3: Low-Tech, Hi-Touch

STAKEHOLDERS

“Smarketing”, CSO, Customer Success

STRATEGIESUps-sell, Cross-sellAdoption

INTERACTIONS

Product videos, direct mail, events, calls

SUCCESS METRICSIncrease in new bizIncrease in revenue per account

@sangramvajre

Account-Based Marketing Framework

http://bit.ly/abm-framework

ABM =Focused B2B “Smarketing”

Sangram VajreCo-Founder and CMO, Terminus

@sangramvajre