Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

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

355 views

Published on

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

Published in: Marketing
  • Be the first to comment

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

  1. 1. @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
  2. 2. @uberflip#ABMHacks @Terminus JOIN IN ON WE WILL SEND THE RECORDING. Questions?  We’ve  got  answers!   (At  the  end  of  the  webinar  J)
  3. 3. @uberflip#ABMHacks @Terminus STICK AROUND FOR A DEMO
  4. 4. @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
  5. 5. @uberflip#ABMHacks @Terminus Let’s get hacking!
  6. 6. @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  
  7. 7. @uberflip#ABMHacks @Terminus #FlipMyFunnel Traditional Funnel ABM Funnel
  8. 8. @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
  9. 9. @uberflip#ABMHacks @Terminus Identify Find your best-fit customers
  10. 10. @uberflip#ABMHacks @Terminus Expand Focus on the right people
  11. 11. @uberflip#ABMHacks @Terminus Velocity  =   Distance/Time • High  Impact: Accounts  to   close  within  30  days • Medium  Impact: Close  this   quarter • Low  Impact: Close  next   quarter
  12. 12. @uberflip#ABMHacks @Terminus
  13. 13. @uberflip#ABMHacks @Terminus Since  we’re  talking  about  formulas… Engagement  =   Right  Content  +  Right  Channels Hack #2: Engaging Accounts On Their Terms
  14. 14. @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
  15. 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
  16. 16. @uberflip#ABMHacks @Terminus 1st chapter of Account-Based MarketingFor Dummies: http://bit.ly/ABM-book Resources
  17. 17. @uberflip#ABMHacks @Terminus QUESTION TIME! Sangram  Vajre CMO  &  Co-­founder,  Terminus @sangramvajre Victoria  Hoffman Content  Marketing  Manager,  Uberflip @victoriahoffman hub.uberflip.com
  18. 18. @uberflip#ABMHacks @Terminus
  19. 19. @uberflip#ABMHacks @Terminus

×