10 Lessons Learned for Account-Based Success #B2BMX
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The document outlines ten key lessons for success in account-based marketing (ABM) by Sangram Vajre, emphasizing the importance of a unified team approach, engagement measurement, and creating personalized strategies. Key concepts include operationalizing ABM with data-driven processes, fostering CEO support, and developing customer-centric marketing tactics. The document also highlights the need for continuous adaptation and making customers the heroes in the marketing journey.
10 Lessons Learned for Account-Based Success #B2BMX
- 2. #B2BMX SANGRAM VAJRE Co-Founder & CMO, Terminus • Founder of #FlipMyFunnel • Host of the daily #FlipMyFunnel podcast • Former Head of Marketing, Pardot (now Salesforce)
- 9. #B2BMX Be Brave Baseball t-shirt Football socks Tennis shoes Basketball shorts Football ● Marketers, take charge! ● Master (lots of) new skills ● Challenge the status quo ● Teach a better way to efficiently grow
- 19. #B2BMX Opps Created Opp $$$ Opps Stage 2 Opp Stage 2 $$$ # $ # $ # $ # $ # $ # $ TARGET ENGAGE ACCELERATE CLOSED-WON TIER 1 Total Accounts # # # Engaged % Engaged MQA % MQA # % # % # % # % # % # % Closed Won Closed Won $$$ # $ # $ # $ TIER 2 TIER 3 ABM Scorecard–Team, Executives, Board
- 21. #B2BMX Demand Gen Sales Pipeline Customer Marketing ABM Strategy (1:1, ABM Lite, Programmatic) Pre- targeting Account Nurture Lead-to- Account NurtureX Net New InterestBuying Stage Lead-Based Strategy (Bolt-On ABM) Dead OppOpportunity Pipeline Acceleration Wake the Dead Renewal & Expansion Renewal & Upsell Land & Expand 7 Strategies for Account-Based Marketing
- 22. #B2BMX #OneTeam ABM Transformation GOAL: Create predictable revenue with ABM at scale We created a data-driven process to prioritize accounts and trigger sales activities. Focused on highly personalized cadences and content. • Win rate from 1st demo: +125% • Average deal size: +35% • Sales velocity: - 20 days Terminus.com/OneTeam
- 24. #B2BMX High Tech Low Tech Low Touch High Touch • Sponsoring large events • Print advertising • Email nurturing • Account-based Advertising (LinkedIn,Twitter, Facebook, etc.) • Content marketing, e-books • Thought leadership webinars • Personalized videos • Industry-specific webinars • Customer product demos • Direct mail • Sales calls • Small, targeted events • VIP dinners Marketing and Sales Tactics
- 27. #B2BMX IDENTIFY EXPAND ENGAGE ADVOCATE MEASURE Terminus ABM Tech Stack
- 32. #B2BMX Customer Story GOAL: To generate awareness in target accounts (net new) “Terminus is very good at allowing you to be targeted in creative ways because you can configure so many different types of campaigns from data in your CRM.” • Utilized Terminus for account-based advertising to drive engagement • 3X increase in web traffic from target accounts, 69% of new opps generated were targeted using Terminus
- 33. #B2BMX Customer Story GOAL: To build pipeline in target accounts 59% increase in email open rates, 28% increase in opps generated • Used Terminus for “air cover” to support sales during outreach • From one list, they set 32 meetings from 87 target accounts
- 43. Check out the daily #FlipMyFunnel podcast on iTunes