The document discusses the top 5 takeaways from the book "Account-Based Marketing For Dummies". The takeaways are: 1) Warming up accounts by targeting the best fit accounts and personalizing the buyer's journey, 2) Creating pipeline velocity by moving accounts through the buyer's journey quickly, 3) Keeping momentum with accounts once in the pipeline, 4) Not trying to do everything and instead focusing on a few key activities, and 5) Having a "10X mindset" to go above and beyond for accounts.

1. Top 5 Takeaways
from Account-Based
Marketing For Dummies
Sangram Vajre
@sangramvajre | #ABM4Dummies | #FlipMyFunnel

2. • Founder of the
#FlipMyFunnel
movement
• CMO and co-founder,
Terminus
• Head of Marketing
at Pardot, Salesforce
@sangramvajre

3. 3
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. 4@sangramvajre #ABM4Dummies #FlipMyFunnel
Top 5 Takeaways from #ABM4Dummies
Warming Up Accounts
Creating Pipeline Velocity
Keeping the Momentum
1
2
3
Not Doing Everything4
Having a 10X Mindset5

5. Before we get started, let’s look at
The Account’s Journey

6. 6@sangramvajre #ABM4Dummies #FlipMyFunnel
The Account’s Journey

7. 7@sangramvajre #ABM4Dummies #FlipMyFunnel
Top 5 Takeaways
from Account-Based Marketing For Dummies

8. #1: Warming Up Accounts

9. #1: Warming Up Accounts
@sangramvajre #ABM4Dummies #FlipMyFunnel

10. #1: Warming Up Accounts
Targeting your best fit accounts and contacts
Building your list of target accounts (tiering)
Personalizing the buyer’s journey based on
contact/context
@sangramvajre #ABM4Dummies #FlipMyFunnel

11. 11
What do we do?
@sangramvajre #ABM4Dummies #FlipMyFunnel

12. #2: Creating Pipeline Velocity

13. #2: Creating Pipeline Velocity
@sangramvajre #ABM4Dummies #FlipMyFunnel

14. #2: Creating Pipeline Velocity
Remember the formula for velocity?
Velocity = Distance / Time
How fast can we get an account through the buyer’s journey
to become a customer?
@sangramvajre #ABM4Dummies #FlipMyFunnel

15. 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
@sangramvajre #ABM4Dummies #FlipMyFunnel

16. #3: Keeping the Momentum

17. #3: Keeping the Momentum
@sangramvajre #ABM4Dummies #FlipMyFunnel

18. 18
#4 – Not Doing Everything
@sangramvajre #ABM4Dummies #FlipMyFunnel
@sangramvajre #ABM4Dummies #FlipMyFunnel

19. #4 : Not Doing Everything

20. 20
#4 – Not Doing Everything
@sangramvajre #ABM4Dummies #FlipMyFunnel
@sangramvajre #ABM4Dummies #FlipMyFunnel

21. #5: Having a 10X Mindset

22. #5: Having a 10X Mindset
@sangramvajre #ABM4Dummies #FlipMyFunnel

23. Q & A
@sangramvajre #ABM4Dummies #FlipMyFunnel

24. @sangramvajre #ABM4Dummies #FlipMyFunnel