marketing loves sales 2016
TRANSCRIPT
![Page 1: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/1.jpg)
#FlipMyFunnel with Account-Based Marketing
Sangram VajreTerminus CMO & Co-Founder
@SangramVajre
![Page 2: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/2.jpg)
• 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
![Page 3: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/3.jpg)
@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)
![Page 4: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/4.jpg)
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
![Page 5: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/5.jpg)
Flipping the Funnel onLead-Based Marketing
@sangramvajre #ABM #FlipMyFunnel
![Page 6: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/6.jpg)
@sangramvajre #ABM #FlipMyFunnel
![Page 7: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/7.jpg)
Lead Based
People as numbers
Broad at the top and narrow at the bottom
@sangramvajre #ABM #FlipMyFunnel
![Page 8: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/8.jpg)
It’s Personal
@sangramvajre #ABM #FlipMyFunnel
![Page 9: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/9.jpg)
@sangramvajre #ABM #FlipMyFunnel
![Page 10: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/10.jpg)
Account based
Start with the end in mind
Map tools to strategies
@sangramvajre #ABM #FlipMyFunnel
![Page 11: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/11.jpg)
Traditional Funnel(Lead Based)
Customer Experience Funnel
(Account Based)
@sangramvajre #ABM #FlipMyFunnel
![Page 12: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/12.jpg)
Real-World Account-Based Marketing Use-Cases7
@sangramvajre #ABM #FlipMyFunnel
![Page 13: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/13.jpg)
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
![Page 14: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/14.jpg)
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
![Page 15: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/15.jpg)
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
![Page 16: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/16.jpg)
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
![Page 17: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/17.jpg)
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
![Page 18: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/18.jpg)
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
![Page 19: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/19.jpg)
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
![Page 20: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/20.jpg)
Account-Based Marketing Framework
![Page 21: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/21.jpg)
@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
![Page 22: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/22.jpg)
@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
![Page 23: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/23.jpg)
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
![Page 24: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/24.jpg)
Thank you And let’s start flipping funnels with
account-based marketing!
@sangramvajre #ABM #FlipMyFunnel
![Page 25: Marketing Loves Sales 2016](https://reader036.vdocuments.mx/reader036/viewer/2022070603/586f84181a28ab54768b4bb1/html5/thumbnails/25.jpg)