Sangram Vajre discusses the importance of account-based marketing (ABM) for B2B teams, emphasizing a shift from lead-based to account-based strategies. He outlines the seven stages of the ABM customer journey, covering demand generation to customer expansion, and highlights success metrics at each stage. The framework includes recommendations for integrating technology and resources to enhance ABM efforts, alongside an invitation to a book signing event.

1. #FlipMyFunnel with
Account-Based Marketing
Sangram Vajre
Terminus CMO & Co-Founder
@SangramVajre

2. • Why B2B Marketing &
Sales Teams Need ABM Now
• Flipping the Funnel on
Lead-Based Marketing
• Introducing the 7 Stages
of the ABM Customer’s Journey
• Q & A
The Account-Based
Marketing
Framework
@sangramvajre #ABM #FlipMyFunnel

3. @sangramvajre #ABM #FlipMyFunnel
#FlipMyFunnel with Sangram Vajre
• Head of Marketing, Pardot
(now Salesforce)
• Co-founder and CMO
of Terminus
• Founder of the #FlipMyFunnel
community
• I am now an author (by accident)

4. 92%
of B2B Marketers think
Account-Based Marketing is
extremely important to their
overall marketing efforts.”
—SiriusDecisions | April 2015
Why B2B Marketing
& Sales Teams
Need ABM
@sangramvajre #ABM #FlipMyFunnel

5. Flipping the Funnel on
Lead-Based Marketing
@sangramvajre #ABM #FlipMyFunnel

6. @sangramvajre #ABM #FlipMyFunnel

7. Lead Based
People as numbers
Broad at the top and
narrow at the bottom
@sangramvajre #ABM #FlipMyFunnel

8. It’s Personal
@sangramvajre #ABM #FlipMyFunnel

9. @sangramvajre #ABM #FlipMyFunnel

10. Account based
Start with the end
in mind
Map tools to strategies
@sangramvajre #ABM #FlipMyFunnel

11. Traditional Funnel
(Lead Based)
Customer Experience Funnel
(Account Based)
@sangramvajre #ABM #FlipMyFunnel

12. Real-World
Account-Based Marketing
Use-Cases7
@sangramvajre #ABM #FlipMyFunnel

13. STAKEHOLDERS
Marketing, CMO,
Demand Gen
STRATEGIE
SEvents/webinars,
campaigns (inbound
& outbound)
CONTENT
Blog post, ebook,
infographic
(un-gated)
SUCCESS
METRICS
Increase in MQLs,
Increase in SDR Appointments,
Increase in Contact activities,
Increase in Account Awareness
Stage 1:
Demand Generation
@sangramvajre #ABM #FlipMyFunnel

14. STAKEHOLDERS
“Smarketing”, Sales
Development
STRATEGIE
S MQL to SQL,
SQL to Opportunity
CONTENT
Video testimonial,
case studies,
webinars
SUCCESS
METRICS
Increase in SQAs,
Increase in Opportunities,
Increase in Marketing-
sourced pipeline,
Increase in Pipeline velocity
Stage 2:
Pipeline Velocity
@sangramvajre #ABM #FlipMyFunnel

15. STAKEHOLDERS
“Smarketing” team,
C-suite execs
STRATEGIE
S Opportunity to
Evaluation to
Negotiation to
Closed/Won
CONTENT
“How to” content,
ROI, competitive
analysis
SUCCESS
METRICS
Increase in Closed/Won deals,
Increase in Engagement
in opportunities,
Increase in Sales velocity,
Increase in Deal size
Stage 3:
Winning Deals
@sangramvajre #ABM #FlipMyFunnel

16. STAKEHOLDERS
“Smarketing” &
customer success
STRATEGIE
SWorkshops, training,
events, webinars,
customer reviews
CONTENT
Implementation
guides, tutorials,
“how to”
SUCCESS
METRICS
Increase in Product usage,
Increase in retention,
Decrease in churn
Stage 4:
Customer Adoption
@sangramvajre #ABM #FlipMyFunnel

17. STAKEHOLDERS
“Smarketing” &
customer success
STRATEGIE
SNew products,
upgrades, features,
outbound contact
CONTENT
Product webinars,
case studies
SUCCESS
METRICS
Increase in New business,
Increase in revenue per account,
Increase in deal size,
Increase in engagement in accounts
Stage 5:
Upsell/Cross-sell
@sangramvajre #ABM #FlipMyFunnel

18. STAKEHOLDERS
“Smarketing” &
customer success
STRATEGIE
S Personalized
messaging to new
departments,
outbound
CONTENT
Video testimonials,
case studies, ROI
SUCCESS
METRICS
Increase in current
customer revenue,
Increase in engagement
within accounts
Stage 6:
Land & Expand
@sangramvajre #ABM #FlipMyFunnel

19. STAKEHOLDERS
CEO, CMO, CSO
STRATEGIE
SEngage with partners,
analysts, influencers,
investors, etc.
CONTENT
Quarterly reports,
newsletters
SUCCESS
METRICS
Increase in Awareness
(more impressions),
Increase in Engagement
(traffic to site)
Stage 7:
“Always On” Air Cover
@sangramvajre #ABM #FlipMyFunnel

20. Account-Based Marketing Framework

21. @sangramvajre #ABM #FlipMyFunnel
Terminus Cloud for ABM
• The blueprint to building a complete
account-based marketing technology
solution
• 35+ best-in-class ABM providers that
integrate and work seamlessly with
Salesforce CRM
• Align technology to the 5 core components
of an ABM strategy: Identify, Expand,
Engage, Advocate, and Measure
terminus.com/abm-cloud

22. @sangramvajre #ABM #FlipMyFunnel
ABM Stack Grader
Evaluate your existing tech eco-system for
account-based marketing. Determine what
resources to buy, replace, or repurpose to
create a best-in-class ABM tech stack.
How does your stack “stack-up” for ABM?
terminus.com/abm-stack

23. @sangramvajre #ABM #FlipMyFunnel
Get your FREE copy at
tonight’s book signing
5:00PM - 6:30PM | Open Lounge
Come get a free copy of Account-Based
Marketing For Dummies. I’ll be signing
books over cocktails and snacks!
Then meet us at the astounding
SF Museum of Modern Art
8:30 PM - MIDNIGHT
Modern ART Magic

24. Thank you
And let’s start flipping funnels with
account-based marketing!
@sangramvajre #ABM #FlipMyFunnel