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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