On Friday, August 24th, Sangram Vajre presented at the 4th Annual Utah Digital Marketing Collective Conference: Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018 Sangram Vajre is the Co-Founder & CMO of Terminus. He has quickly built a reputation as one of the leading minds in B2B marketing. Before co-founding Terminus, a SaaS platform for account-based marketing, Sangram led the marketing team at Pardot through its acquisition by ExactTarget and then Salesforce. Since the Terminus platform launched in 2015, the company has experienced white-hot growth winning accolades such as Atlanta's Startup of the Year, #1 Best Place to Work from The Atlanta Business Chronicle, B2B Innovator of the Year, and more. In 2018, Sangram was named one of the top B2B influencers to watch by B2B News Network. Sangram is the author of "Account-Based Marketing For Dummies" and is the mastermind behind #FlipMyFunnel. Follow Sangram on Twitter: @SangramVajre Session Description While there's no "silver bullet" for leading a company to success, creating a new product category can put your company on the right path. The importance of having the right product-market fit cannot be understated. But even with the right product in the right market, there's still the question of category fit. Over the past few years, we've seen thousands of new B2B technologies come on the scene. How can your company rise to the top in its category? In this session, Sangram Vajre, Terminus Co-Founder & CMO, author of Account-Based Marketing For Dummies, and founder of #FlipMyFunnel will share some of the unique challenges of category creation. Sangram will discuss lessons learned and provide the audience with solid takeaways to win the race in building your category for your business.

1. How To Market & Sell
Like a Category Leader
Sangram Vajre

2. Brutal
Truth
3 Stages
of the
Authenticity
Curve
How do you
practice
Authenticity?

3. BRUTAL TRUTH

4. How to Sell and Market Like a Category Leader
In B2B, the value of Marketing is
defined by _______
@SangramVajre #ABM

5. How to Sell and Market Like a Category Leader
In B2B, the value of Marketing is
defined by Sales
@SangramVajre #ABM

6. AGREE OR DISAGREE?

7. How to Sell and Market Like a Category Leader
“Account-based marketing” is here to stay!
@SangramVajre #ABM

8. How to Sell and Market Like a Category Leader
ABM is B2B
@SangramVajre #ABM

9. How to Sell and Market Like a Category Leader
Authenticity-Based Marketing
noun
1. The business philosophy of expressing courage and empathy.
Sangram’s ABM Dictionary
@SangramVajre #ABM

10. 3 STAGES
OF THE
AUTHENTICITY CURVE

11. How to Sell and Market Like a Category Leader
The Authenticity Curve
TRANSACTIONS
>> Leads
LEVEL OF ENGAGEMENT
Volume
AUTHENTICITY
@SangramVajre #ABM

12. How to Sell and Market Like a Category Leader
2000
Email
2005
Marketing/Sales
Automation
2010
Predictive
2015 & Beyond
ABM
Less than 1% leads turn into customers
@SangramVajre #ABM

13. How to Sell and Market Like a Category Leader
Stage 1: Transactions (leads)
LinkedIn Calls EmailForm-fill
F R O M S TAT U S Q U O T O A U T H E N T I C I T Y
STATUS QUO
AUTHENTICITY
@SangramVajre #ABM

14. How to Sell and Market Like a Category Leader
The Authenticity Curve
TRANSACTIONS
>> Leads
ALLBOUND
>> Accounts
LEVEL OF ENGAGEMENT
Engagement is the
new measurement.
Volume
AUTHENTICITY
@SangramVajre #ABM

15. How to Sell and Market Like a Category Leader
Lead-Based Funnel Account-Based Funnel
Allbound
Allbound >> Accounts
@SangramVajre #ABM

16. How to Sell and Market Like a Category Leader
Allbound >> Accounts
Demand Gen
Customer Marketing
Pre-
targeting
Account
Nurture
Lead-to-
Account
Nurture
Pipeline
Acceleration
Wake the
Dead
Renewal
& Upsell
Land &
Expand
Net New Interest Opportunity Dead Opp Renewal & ExpansionBuying Stage
Lead-Based
Strategy
ABM
Strategy
Sales Pipeline
@SangramVajre #ABM

17. How to Sell and Market Like a Category Leader
Stage 2: Allbound (accounts)
Direct Mail Trust VideoAds
F R O M S TAT U S Q U O T O A U T H E N T I C I T Y
STATUS QUO
AUTHENTICITY
@SangramVajre #ABM

18. How to Sell and Market Like a Category Leader
The Authenticity Curve
TRANSACTIONS
>> Leads
ALLBOUND
>> Accounts
ONETEAM
>> Customer-Centric
LEVEL OF ENGAGEMENT
Engagement is the
new measurement.
Volume
You only serve customers
And future customers.
AUTHENTICITY
@SangramVajre #ABM

19. How to Sell and Market Like a Category Leader
OneTeam >> Customer-Centric
@SangramVajre #ABM

20. How to Sell and Market Like a Category Leader
ABM OneTeam Scorecard
Measure conversion through the account-based funnel
@SangramVajre #ABM

21. How to Sell and Market Like a Category Leader
OneTeam is a Growth Strategy
35% 20 DAYS125%
ACV
Win Rate from
First Meeting
Annual
Contract Value
Sales Cycle
Velocity
FASTER SALES CYCLE
@SangramVajre #ABM

22. How to Sell and Market Like a Category Leader
Stage 3: OneTeam (Customer-Centric)
Upselling or Cross Selling Signing Contracts CustomersCompany-Focused Messaging
F R O M S TAT U S Q U O T O A U T H E N T I C I T Y
STATUS QUO
AUTHENTICITY
@SangramVajre #ABM

23. How to Sell and Market Like a Category Leader
The Authenticity Curve
TRANSACTIONS
>> Leads
ALLBOUND
>> Accounts
ONETEAM
>> Customer-Centric
LEVEL OF ENGAGEMENT
Engagement is the
new measurement.
Volume
You only serve customers
And future customers.
How
much do
you
really
care?
AUTHENTICITY
@SangramVajre #ABM

24. My wife, Manmeet
( My lifelong customer!)

25. How to Sell and Market Like a Category Leader
The WIFE Authenticity Curve
TRANSACTIONS
>> Activities
LEVEL OF ENGAGEMENT
AUTHENTICITY
@SangramVajre #ABM
Clean cars,
pay the bills,
pick up the kids

26. How to Sell and Market Like a Category Leader
The WIFE Authenticity Curve
TRANSACTIONS
>> Activities
ALLBOUND
>> Making Time
LEVEL OF ENGAGEMENT
Try to be Mom and Dad
over the weekend
AUTHENTICITY
@SangramVajre #ABM
Clean cars,
pay the bills,
pick up the kids

27. How to Sell and Market Like a Category Leader
The WIFE Authenticity Curve
TRANSACTIONS
>> Activities
ALLBOUND
>> Making Time
ONETEAM
>> Spouse-Centric
LEVEL OF ENGAGEMENT
Try to be Mom and Dad
over the weekend
AUTHENTICITY
@SangramVajre #ABM
Flowers on a random day or
hand-written notes
Clean cars,
pay the bills,
pick up the kids

28. SO LET’S REMEMBER…

29. How to Sell and Market Like a Category Leader
In B2B, the value of Marketing is
defined by Sales
@SangramVajre #ABM

30. How to Sell and Market Like a Category Leader
you have to lead with _________
To become a category leader,
@SangramVajre #ABM

31. How to Sell and Market Like a Category Leader
you have to lead with Authenticity.
To become a category leader,
@SangramVajre #ABM

32. HOW DO YOU PRACTICE
AUTHENTICITY?

33. THANK YOU!
In the spirit of authenticity, directly connect with me as human:
404.944.8665Sangram.Vajre@terminus.com@SangramVajre
FOLLOW EMAIL TEXT

34. ©2018 Terminus Software, Inc.
Check out the daily
#FlipMyFunnel podcast
on iTunes
I wrote a book on #ABM!
@SangramVajre

35. ©2018 Terminus Software, Inc.
To prepare for this presentation, I (re)read:
@SangramVajre

36. ©2018 Terminus Software, Inc.
Key Elements to Sell & Market
like a Category Leader
5
@SangramVajre

37. Embrace your customer’s
problem. Not your product.1

38. You want your customers to think about you in the
shower

39. ©2018 Terminus Software, Inc. @Handle #Hashtag
Most B2B Marketers and Salespeople Only Like
“ONE NIGHT STANDS”

40. ©2018 Terminus Software, Inc.
Let’s prove it.
@SangramVajre

41. ©2018 Terminus Software, Inc.
How do you measure
success today?
@SangramVajre

42. ©2018 Terminus Software, Inc.
Conversions Conversations
@SangramVajre

43. ©2018 Terminus Software, Inc.
Downloads Engagement
@SangramVajre

44. ©2018 Terminus Software, Inc.
Deals Relationships
@SangramVajre

45. ©2018 Terminus Software, Inc.
#FlipMyFunnel
@SangramVajre

46. ©2018 Terminus Software, Inc.
It’s easier to get people to
agree on a common problem
than a solution.
Tweet this!
@SangramVajre
@SangramVajre

47. ©2018 Terminus Software, Inc.
Law of the few
Uniqueness
Are you a one-night stand marketer or sales person?
Stickiness
Create urgency
to learn more
Power of
context
You care and
are relevant
1 2 3
@SangramVajre

48. Attach a personal feeling
to your brand
2

49. ©2018 Terminus Software, Inc.
“Selling is essentially
a transfer of feelings.”
My view:
Selling is essentially a transfer of enthusiasm.
@SangramVajre

50. ©2018 Terminus Software, Inc.
“Selling is essentially
a transfer of feelings.”
My view:
Selling is essentially a transfer of enthusiasm.
emotions.
@SangramVajre

51. ©2018 Terminus Software, Inc.
“Selling is essentially
a transfer of feelings.”
My view:
Selling is essentially a transfer of enthusiasm.
emotions.
passion.
@SangramVajre

52. ©2018 Terminus Software, Inc.
“Selling is essentially
a transfer of feelings.”
My view:
Selling is essentially a transfer of enthusiasm.
emotions.
passion.
insights.
@SangramVajre

53. ©2018 Terminus Software, Inc.
Serves 75,000 cookies a
day with a smile!
@SangramVajre

54. ©2018 Terminus Software, Inc.
An SDR makes
75 calls a day
with a smile!
@SangramVajre

55. ©2018 Terminus Software, Inc.
YES! NO!
@SangramVajre

56. ©2018 Terminus Software, Inc.
Your customers want to
know that you care MORE!
Tweet this!
@SangramVajre
@SangramVajre

57. ©2018 Terminus Software, Inc.
A great
sales pitch
How will your last 5 customers and future customers remember you?
He/she understood
my problem
He/she cared
about me
@SangramVajre

58. Take a #OneTeam approach3

59. ©2018 Terminus Software, Inc.
Take a #OneTeam Approach
@SangramVajre #SalesTO

60. ©2018 Terminus Software, Inc.
#OneTeam
is a mindset
#OneTeam
has one
scorecard
You have to
operationalize
the #OneTeam
approach
#OneTeam
has one
customer
experience
#OneTeam revenue machine
@SangramVajre #SalesTO

61. ©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 of Marketing
@SangramVajre

62. ©2018 Terminus Software, Inc.
You are #OneTeam
because you trust,
respect and care for
each other.
You are not #OneTeam
because you work together.

63. ©2018 Terminus Software, Inc. @SangramVajre #SalesTO
Tweet this!
@SangramVajre
There’s no such thing as Lead
Executives. We call salespeople
Account Executives.

64. ©2018 Terminus Software, Inc.
Align on one
scorecard
Align on
touch points and
messaging
Align on
team work
What could you do to build a #OneTeam experience for your
customer?
@SangramVajre #SalesTO

65. Reach your customers on
their terms
4

66. ©2018 Terminus Software, Inc.
@richyoung
@SangramVajre #SalesTO

67. ©2018 Terminus Software, Inc.
Get personal with your customer
Personalized
email!
Daily
#FlipMyFunnel
Podcast
Socialize!
@SangramVajre #SalesTO

68. ©2018 Terminus Software, Inc.
You only serve customers and
future customers.
@SangramVajre #SalesTO
Tweet this!
@SangramVajre

69. ©2018 Terminus Software, Inc.
Put them
in a static
nurture
program
What do you do to keep your future customers engaged?
Harass them
with multiple
calls
Be so relevant
and personal
that they
call you
@SangramVajre #SalesTO

70. Make Your Customers Heroes
in their Organizations
5

71. ©2018 Terminus Software, Inc.
Keep an empty chair so that the
customer is always in the room.

72. ©2018 Terminus Software, Inc.
WIFE HEROISM
My wife, Manmeet
My lifelong
customer!
MY IMPACT GRAPH
@SangramVajre #SalesTO

73. ©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?”
WIFE HEROISM
MY IMPACT GRAPH
@SangramVajre #SalesTO

74. ©2018 Terminus Software, Inc.
YOUR IMPACT GRAPH
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
CUSTOMER HEROISM
@SangramVajre #SalesTO

75. ©2018 Terminus Software, Inc.
YOUR IMPACT GRAPH
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
What if you stopped
doing what’s here?
And focused on
everything
here?
CUSTOMER HEROISM
@SangramVajre #SalesTO

76. ©2018 Terminus Software, Inc.
Embrace
your
customer’s
problem and
not your
product
Attach a
personal
feeling to
your brand
Take a
#OneTeam
approach
Reach your
customers
on their
terms
Remember:
future
customers
are NOT
prospects!
Category Leaders Do This!
@SangramVajre #SalesTO

77. How to Sell and Market Like a Category Leader
LOVE
STATUS QUO
1X 10X
THE IMPACT GRAPH
@SangramVajre #ABM
Clean cars, pay the
bills on time, take
kids to soccer
Try to become both
Mom and Dad on
the weekends
Getting flowers on a
Wednesday
OR hand written notes

78. How to Sell and Market Like a Category Leader
LEVEL OF ENGAGEMENT
AUTHENTICITY
THE AUTHENTICITY CURVE
TRANSACTIONS
>> Activities
ALLBOUND
>> Making Time
ONETEAM
>>Spouse-centric
@SangramVajre #ABM
Clean cars, pay the
bills on time, take
kids to soccer
Try to become both
Mom and Dad on
the weekends
Getting flowers on a
Wednesday
OR hand written notes

79. How to Sell and Market Like a Category Leader
LOVE
STATUS QUO
1X 10X
LEVEL OF ENGAGEMENT
AUTHENTICITY
THE AUTHENTICITY CURVE
+ IMPACT GRAPH
TRANSACTIONS
>> Activities
ALLBOUND
>> Making Time
ONETEAM
>>Spouse-centric
@SangramVajre #ABM
Clean cars, pay the
bills on time, take
kids to soccer
Try to become both
Mom and Dad on
the weekends
Getting flowers on a
Wednesday
OR hand written notes

80. THANK YOU!
@sangramvajre
Check out the daily #FlipMyFunnel podcast