10 Lessons Learned for Account-Based Success - Sangram Vajre
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The document outlines ten key lessons for achieving success in account-based marketing (ABM), emphasizing the importance of bravery, teamwork, and a shift in measurement towards engagement over leads. It advocates for the operationalization of a 'one team' approach, accountability from leadership, and adapting strategies based on customer engagement data. Overall, the focus is on personalizing interactions and evolving marketing tactics to effectively drive growth.
10 Lessons Learned for Account-Based Success - Sangram Vajre
- 1. 10 Lessons Learned for Account-Based Success SANGRAM VAJRE
- 2. LinkedIn & Terminus | ©2018 Terminus Software, Inc. INTRODUCTION SANGRAM VAJRE Co-Founder & CMO, Terminus • Founder of #FlipMyFunnel • Host of the daily #FlipMyFunnel podcast • Former Head of Marketing, Pardot (now Salesforce) 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 3. INTRODUCTION LinkedIn & Terminus | ©2018 Terminus Software, Inc. I call it timing and luck! 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 4. LinkedIn & Terminus | ©2018 Terminus Software, Inc. 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM Account-Based Marketing Flips the Funnel
- 5. LinkedIn & Terminus | ©2018 Terminus Software, Inc. How many of you have lead executives on your sales team? 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 6. LinkedIn & Terminus | ©2018 Terminus Software, Inc. We don’t close leads. We close accounts. 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 7. LinkedIn & Terminus | ©2018 Terminus Software, Inc. 10 Lessons for ABM Success 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 8. 1 Be Brave
- 9. LinkedIn & Terminus | ©2018 Terminus Software, Inc. Be Brave Baseball t-shirt Football socks Tennis shoes Basketball shorts Football 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM ● Marketers, take charge! ● Master (lots of) new skills ● Challenge the status quo ● Teach a better way to efficiently grow
- 10. 2 Form #OneTeam
- 11. LinkedIn & Terminus | ©2018 Terminus Software, Inc. A True Tale of Account-Based Marketing Transformation 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 12. LinkedIn & Terminus | ©2018 Terminus Software, Inc. Drive Growth with a #OneTeam Revenue Machine 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM #OneTeam is a mindset #OneTeam has one scorecard You have to operationalize the #OneTeam approach
- 13. LinkedIn & Terminus | ©2018 Terminus Software, Inc. #OneTeam Real Talk Chief Revenue Officer VP of Sales Development “Fire me if this doesn’t work!” "SDRs save 4 hours a day that they used to spend prospecting.” "No one in our company cares how many leads we get. It’s all about engagement" VP Marketing 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 14. 3 The Buck Stops with the CEO
- 15. LinkedIn & Terminus | ©2018 Terminus Software, Inc. Get the CEO on Board 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 16. Measure the Right Things4
- 17. LinkedIn & Terminus | ©2018 Terminus Software, Inc. Our Mantra @Terminus @SangramVajre Tweet this! Engagement is the new measurement. 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 18. LinkedIn & Terminus | ©2018 Terminus Software, Inc. Leads Lead conversion Website traffic STOP START Engagement Progression Velocity 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 19. LinkedIn & Terminus | ©2018 Terminus Software, Inc. ABM Scorecard – Team, Executives, Board Opps Created Opp $$$ Opps Stage 2 Opp Stage 2 $$$ # $ # $ # $ # $ # $ # $ TARGET ENGAGE ACCELERATE CLOSED-WON TIER 1 TIER 2 TIER 3 Total Accounts # # # Engaged % Engaged MQA % MQA # % # % # % # % # % # % Closed Won Closed Won $$$ # $ # $ # $ 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 20. ABM Is More than Demand Gen 5
- 21. LinkedIn & Terminus | ©2018 Terminus Software, Inc. 7 Strategies for Account-Based Marketing 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 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 22. ABM Is a Strategy, Not a Tactic 6
- 23. LinkedIn & Terminus | ©2018 Terminus Software, Inc. 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 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM Marketing and Sales Tactics
- 24. Get Data-Driven7
- 25. LinkedIn & Terminus | ©2018 Terminus Software, Inc. The Formula for Operationalizing ABM Tweet this! Fit + Intent + Engagement is the secret formula for #ABM @PeterKHerbert FIT INTENT ENGAGEMENT 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 26. LinkedIn & Terminus | ©2018 Terminus Software, Inc. IDENTIFY EXPAND ENGAGE ADVOCATE MEASURE 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM Terminus ABM Tech Stack
- 28. LinkedIn & Terminus | ©2018 Terminus Software, Inc. Get Relevant 1:1 Company 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 29. LinkedIn & Terminus | ©2018 Terminus Software, Inc. Get Personal H2H Personalized Personalized Email Pick up the phone! Socialize! 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 30. LinkedIn & Terminus | ©2018 Terminus Software, Inc. 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 31. Do ABM in Sprints9
- 32. LinkedIn & Terminus | ©2018 Terminus Software, Inc. 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM Start. Learn. Adapt. Keep going.
- 33. Make Your Customers Heroes10
- 34. LinkedIn & Terminus | ©2018 Terminus Software, Inc. How Do You Achieve Customer Heroism? 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 35. LinkedIn & Terminus | ©2018 Terminus Software, Inc. IMPACT GRAPH CUSTOMER HEROISM Low Impact (1X) Should Do High Impact (10X) Must Do 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 36. LinkedIn & Terminus | ©2018 Terminus Software, Inc. My wife, Manmeet MY IMPACT GRAPH My lifelong customer! ✓ WIFE HEROISM 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 37. LinkedIn & Terminus | ©2018 Terminus Software, Inc. Low Impact (1X) Should Do High Impact (10X) Must Do Clean cars, pay the bills on time, take kids to soccer Try to become both Mom and Dad on the weekends and let her have some personal time Do dishes when she is away Flowers on a Wed Asking her, “What do you want for Christmas or your birthday?” MY IMPACT GRAPH WIFE HEROISM 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 38. LinkedIn & Terminus | ©2018 Terminus Software, Inc. YOUR IMPACT GRAPH CUSTOMER HEROISM Low Impact (1X) Should Do High Impact (10X) Must Do Email newsletter nurture programs Blog and website updates Analyst recommendations In-person events Industry or persona-based webinar Account-based advertising/messaging or LinkedIn Ads 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
- 39. LinkedIn & Terminus | ©2018 Terminus Software, Inc. YOUR IMPACT GRAPH CUSTOMER HEROISM Low Impact (1X) Should Do High Impact (10X) Must Do What if you stopped doing what’s here? And focused on everything here? 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM