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5 Refreshingly Awesome Account-Based Marketing

Strategies Revealed

Co-Founder and CMO, Terminus

Head of Marketing at Pardot, Salesforce

Sangram Vajre

I live on Twitter - @sangramvajre

Why Do I Need Account-Based

Marketing?

1,876

98%

Where do I

start?

AwarenessStart broad - Everyone is a target

InterestSpend more money to qualify

ConsiderationCall. Email. Call. Email…

PurchaseThank God, they didn’t know our competitors

What’s wrong?

Email Nurturing

Constant Calling

X Not on Mary’s terms

X Not just Mary

Lead Based

People as numbers

Broad at the top and narrow at the bottom

#FlipMyFunnel

Its Personal

Identify Start with the best-fit

Expand Focus on people in same roles

EngageRight Content, Right Channel

Advocate Turn Customers into fans

Account based

Start with the end in mind

Map tools to strategies

Vs.

Poll Question:

Now that you can clearly see the difference between Traditional Lead Based Funnel and Customer Experience Funnel, if you were start over, which funnel would you prefer?

(A) Traditional Lead Based Funnel (B) Customer Experience Funnel

5 #FlipMyFunnel

Account-Based Marketing Strategies

Awareness Among Named Accounts

Identified a list of target companies with your sales counter part and get your message in front of your customers in every way possible. Can this drive greater alignment and results?

Put Nurturing “On Steroids”Imagine turning you email campaigns into account-based campaigns on the fly. What will that do to your pipeline numbers?

Wake The Account And Not Just A LeadMarketers spend so much time and money on getting leads but only a few convert into opportunities. What if you can find a new champion in your target company?

Follow-up on the entire account for the next 90 days instead of just contacts and leads that you scan. Will the power of account targeting drive more opportunities?

Going Big On Events

“Always On” Air-Cover Campaign

When a prospect converts into a lead, instantly start putting

your message in front of the entire account and continue to be

top of mind. Can ABM help you close more deals?

5 #FlipMyFunnel Strategies

Going Big On Events

Wake The Account And Not Just A Lead

Put Nurturing “On Steroids”

“Always On” Air-Cover Campaign

Awareness among Named Accounts1

2

3

4

5

Want to Know More?

Visit bit.ly/abm-ebookFor “Five Ways AdTech Can Scale Account-Based Marketing” eBook

Thank you and hope you try #FlipMyFunnel Strategies

Remember: Its Personal!

@sangramvajre