#FlipMyFunnel Boston 2016 - Sangram Vajre - Top 5 Takeaways from "Account-Based Marketing For Dummies"

Top 5 Takeaways from Account-Based Marketing For Dummies

Sangram Vajre@sangramvajre | #ABM4Dummies | #FlipMyFunnel

• Founder of the #FlipMyFunnel movement

• CMO and co-founder, Terminus

• Head of Marketing at Pardot, Salesforce

@sangramvajre

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Praise for Account-Based Marketing For Dummies

“This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how.”

– Scott Brinker, @chiefmartec

“Organizations are moving quickly...in some cases, without a blueprint or a strategy which is ill-advised. A book like this comes at the right time.”

– Craig Rosenberg, @funnelholic

“Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how. ”

– Joe Chernov, @jchernov@sangramvajre #ABM4Dummies #FlipMyFunnel

4@sangramvajre #ABM4Dummies #FlipMyFunnel

Top 5 Takeaways from #ABM4Dummies

Warming Up Accounts

Creating Pipeline Velocity

Keeping the Momentum

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Not Doing Everything4

Having a 10X Mindset 5

Before we get started, let’s look atThe Account’s Journey


The Account’s Journey


Top 5 Takeaways from Account-Based Marketing For Dummies

#1: Warming Up Accounts


@sangramvajre #ABM4Dummies #FlipMyFunnel


Targeting your best fit accounts and contacts

Building your list of target accounts (tiering)

Personalizing the buyer’s journey based on contact/context


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What do we do?


#2: Creating Pipeline Velocity




Remember the formula for velocity?

Velocity = Distance / TimeHow fast can we get an account through the buyer’s journey

to become a customer?


Low Touch

High Touch

Low Tech

High Tech

• Sponsoring big events• Print advertising

• Display advertising on social (Twitter, Facebook, etc.)

• Content marketing• Thought leadership ebooks• Webinars

• Email nurturing• Personalized videos• Customer success webinars

• Direct mail• Sales calls• Doing small, targeted events• Customer/industry specific

webinars


#3: Keeping the Momentum

#3: Keeping the Momentum


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#4 – Not Doing Everything

@sangramvajre #ABM4Dummies #FlipMyFunnel@sangramvajre #ABM4Dummies #FlipMyFunnel

#4 : Not Doing Everything

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#4 – Not Doing Everything

@sangramvajre #ABM4Dummies #FlipMyFunnel@sangramvajre #ABM4Dummies #FlipMyFunnel

#5: Having a 10X Mindset

#5: Having a 10X Mindset


Q & A

