Ready, Aim, Flip! Flipping Your Funnels for Account-Based Marketing at Scale

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Account-based marketing is laser-focused B2B marketing. Once you've made the decision to flip the old lead-based sales funnel on its head with ABM and identify your best-fit accounts, your sales & marketing (or "smarketing") team will be aligned like never before. In this ABM Hacks session with Terminus' Sangram Vajre, you will learn: - How to identify best-fit accounts and expand your reach within an account - How to engage contacts on their terms - How to execute an ABM playbook - How to accelerate sales pipeline velocity and grow new revenue

Marketing

@uberflip#ABMHacks @Terminus
Sangram Vajre
CMO & Co-Founder, Terminus
@sangramvajre
READY, AIM, FLIP!
FLIPPING YOUR FUNNELS FOR
ACCOUNT-BASED MARKETING AT SCALE
Victoria Hoffman
Content Marketing Manager, Uberflip
@victoriahoffman

@uberflip#ABMHacks @Terminus
JOIN IN ON
WE WILL SEND THE RECORDING.
Questions? We’ve got answers!
(At the end of the webinar J)

@uberflip#ABMHacks @Terminus
STICK AROUND FOR
A DEMO

@uberflip#ABMHacks @Terminus
Meet the Expert
Street Cred:
• Author of “Account-Based Marketing
For Dummies”
• Founder of #FlipMyFunnel
• Former Head of Marketing at Pardot
• Top B2B #MarTech CMO to follow
on Twitter (Forbes)
Sangram Vajre
CMO & Co-Founder
@Terminus

@uberflip#ABMHacks @Terminus
Let’s get hacking!

@uberflip#ABMHacks @Terminus
Knowledge is Power
Less
than 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

@uberflip#ABMHacks @Terminus
#FlipMyFunnel
Traditional Funnel ABM Funnel

@uberflip#ABMHacks @Terminus
Remember the formula for velocity?
Velocity =
Distance/Time
How fast can we get an account through the buyer’s journey
to become a customer?
Hack #1: Pipeline Velocity

@uberflip#ABMHacks @Terminus
Identify
Find your best-fit
customers

@uberflip#ABMHacks @Terminus
Expand
Focus on the
right people

@uberflip#ABMHacks @Terminus
Velocity =
Distance/Time
• High Impact: Accounts to
close within 30 days
• Medium Impact: Close this
quarter
• Low Impact: Close next
quarter

@uberflip#ABMHacks @Terminus
Since we’re talking about formulas…
Engagement =
Right Content + Right Channels
Hack #2: Engaging Accounts On Their Terms

@uberflip#ABMHacks @Terminus
Hack #2: Engaging Accounts On Their Terms
• Right Channels: Mobile, Social,
Web, Video, Direct Mail
• Right Time: Based on stage
• Right Person: The influencers &
decision-markers in the account

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

@uberflip#ABMHacks @Terminus
1st chapter of Account-Based
MarketingFor Dummies:
http://bit.ly/ABM-book
Resources

@uberflip#ABMHacks @Terminus
QUESTION TIME!
Sangram Vajre
CMO & Co-founder, Terminus
@sangramvajre
Victoria Hoffman
Content Marketing Manager, Uberflip
@victoriahoffman
hub.uberflip.com

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