How to take your Marketing from Good to Great?
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The document discusses progressing from good to great marketing through an Account-Based Marketing (ABM) maturity framework. It suggests moving from disconnected, quantity-focused, and reactive approaches (where you've been) to more dynamic, quality-focused, and prioritized approaches (where you might be) and ultimately to running the business efficiently at scale with experiential engagement, one unified scorecard, and prioritized sales alerts (where you are going). The framework addresses improving the TARGET, ENGAGE, ACTIVATE, and MEASURE dimensions of ABM over time.
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How to take your Marketing from Good to Great?
- 4. ©2019 Terminus Software, Inc. Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice. – Jim Collins “ GREATNESS
- 5. Good Parenting Great Parenting Average Parenting Parent Maturity CurveGOOD TO GREAT PARENTING @sangramvajre Disclaimer: Results may vary
- 6. Good Parenting Great ParentingAverage Parenting Parent Maturity Curve ▶ Watch TV Feed Play Watch Finding Nemo Watch the entire Rocky series GOOD TO GREAT PARENTING @sangramvajre
- 7. Good Parenting Great ParentingAverage Parenting Watch TV ▶ Feed Play Feed Healthy Snacks Feed EPIC proportions of pancakes! GOOD TO GREAT PARENTING @sangramvajre Parent Maturity Curve
- 8. Good Parenting Great ParentingAverage Parenting Watch TV Feed ▶ Play Play XBOX games Go flying GOOD TO GREAT PARENTING @sangramvajre Parent Maturity Curve
- 9. Good Parenting Great Parenting Average Parenting Watch TV Feed Play Watch kids movies Feed Healthy Snacks Play XBOX Watch all the Rocky movies Feed EPIC proportions of pancakes Go flying GOOD TO GREAT PARENTING @sangramvajre Parent Maturity Curve
- 10. LESSON IMMUTABLE LAW You have a choice. If you focus on what matters to you, it gets better. @sangramvajre
- 11. What matters to you?
- 12. The TEAM Framework Simple, Powerful, Connected Capabilities that Drive Account-Based Success TARGET ENGAGE ACTIVATEMEASURE Get earlier, deeper penetration into target buying centers with best-in-class account-based advertising & multi-channel program management Display & LinkedIn | Offline Campaigns | Email TEAM Combine & connect all your data in one place to easily create and manage target account lists Marketing/Sales Alignment | Reporting Clarity | New Account Identification (via engagement & intent) Help sales open more ops, faster, by giving them realtime prompts to reach out when accounts are most engaged Super-simple reporting so you know how your account-based programs are driving revenue Account Graph Lead-to-Account Mapping | Account-Level ROI | ABM Scorecard Customized Engagement Triggers | Native to SFDC Drive authentic long-term relationships with companies that will love you @sangramvajre
- 13. Good Marketing Great Marketing Average Marketing GOOD TO GREAT MARKETING TARGET ENGAGE ACTIVATE MEASURE Marketing Maturity Curve @sangramvajre
- 14. ©2019 Terminus Software, Inc. Bad decisions made with good intentions, are still bad decisions. – Jim Collins“ TARGET
- 15. Where you might be Where you are goingWhere you’ve been Dynamic: “Always On”Static: “Top 100 accounts”DisconnectedTARGET ~7X Opportunity Creation 50% Higher pipeline 10% Sales Cycle Reduction 25,000 leads at Masergy 5x more engagement from targeted accounts 70% to 90% NPS score skyrocketed with upserving ENGAGE ACTIVATE MEASURE GOOD TO GREAT MARKETING @sangramvajre
- 16. Whatever you focus on, gets better. No customer ever got upset because you focused on their needs. LESSON IMMUTABLE LAW @sangramvajre
- 17. ©2019 Terminus Software, Inc. Mediocrity results first and foremost from management failure, not technological failure. – Jim Collins“ ENGAGE
- 18. Where you might be Where you are goingWhere you’ve been Experiential Tools: Went from 22 to 6 tools to do ABM at scale. Cost of customer acquisition: A 60% drop Quality Traffic: Website traffic is down by 15% but now 70% is from the “right” target accounts. Tools: 22 technologies Quantity Traffic: “All” traffic is equal. - Events - Website - Webinars - Emails 70% of the traffic from non-target accounts. TARGET ENGAGE ACTIVATE MEASURE GOOD TO GREAT MARKETING @sangramvajre
- 19. How you engage, is what gets better. No customer ever got upset because they didn’t receive your random newsletter. LESSON IMMUTABLE LAW @sangramvajre
- 20. ©2019 Terminus Software, Inc. Great vision without great people is irrelevant. – Jim Collins “ ACTIVATE
- 21. Where you might be Where you are goingWhere you’ve been Prioritized Win rate: 95% win-rate from target account strategy Sales a customer: 2X annually survey for satisfaction. Proactive Accounts: 250 Team Structure: 4 FTE’s dedicated to ABM ReactiveTARGET ENGAGE ACTIVATE MEASURE GOOD TO GREAT MARKETING YOU’VE GOT MAIL @sangramvajre
- 22. When you share real-time insights with sales on their deals, your relationship gets better. No sales person ever got upset when a marketer engaged their top accounts. LESSON IMMUTABLE LAW @sangramvajre
- 23. ©2019 Terminus Software, Inc. You can accomplish anything in life, provided that you do not mind who gets the credit. – Jim Collins“ MEASURE
- 24. Where you might be Where you are goingWhere you’ve been One Scorecard “Now Marketing can forecast how many reps are needed in which territory and can also predict win-rate with engagement insights.” –Daniel Day Double Funnel ABM at scale: Over 500 concurrent ABM 1:1 campaigns Metrics: Time on site, Velocity, Penetration Funnel Measure everything: Inbound / Outbound TARGET ENGAGE ACTIVATE MEASURE GOOD TO GREAT MARKETING @sangramvajre
- 25. What you measure is what gets better. No CEO or CFO got upset when marketing reported on business outcomes. LESSON IMMUTABLE LAW @sangramvajre
- 26. TARGET Terminus TEAM TECH STACK ACTIVATE MEASUREENGAGE Firmographic Data Behavioral & Intent Data Contact Data Predictive Modeling Engagement Triggers Account-Based Ads Personalization Direct Mail Events, Chat, OtherEmail Marketing Sales Intelligence Sales Engagement Lead-Based Funnel Measurement Account-Based Funnel Measurement ACCOUNT DATA Foundations CENTRAL DB KNOWN CONTACT DATA
- 27. Good Marketing = Efficient Growth in Isolation Great Marketing = Efficient Growth at Scale Average Marketing = Inefficient Growth Marketing Maturity Curve T - Disconnected E - Quantity A - Reactive M - Funnel TARGET ENGAGE ACTIVATE MEASURE T - Static E - Quality A - Proactive M - Double Funnel T - Dynamic E - Experiential A - Prioritized M - One Scorecard GOOD TO GREAT MARKETING @sangramvajre
- 28. Good Great Average MARKETING GOOD TO GREAT PARENTING Marketing and Sales Aligned Mom and Dad Aligned Marketing and Sales as OneTeam Mom and Dad as OneTeam Many Activities Many Tools Few Activities Few Tools @sangramvajre
- 29. So, what matters to you? Good is the enemy of Great. – Jim Collins “
- 30. to the Daily #FlipMyFunnel Podcast LISTEN WATCH first-ever ABM course My cell: 404 944 8665
- 31. © 2019 Terminus Software, Inc. All rights reserved.
- 33. ©2019 Terminus Software, Inc. Status Quo (where you’ve been) ABM 1.0 (where you might be) ABM 2.0 (where you are going) TARGET Disconnected: Leads at all cost Static: Pilot program, “Top 100 list” Dynamic: Run you biz at scale. “Always on” ENGAGE Quantity Quality Experiential ACTIVATE Reactive sales alerts Proactive sales alerts Prioritized sales alerts MEASURE Funnel Double Funnel One Scorecard Tech Stack CRM + MA 7000+ shiny new objects - best of breed TEAM based tech stack - smaller and tightly integrated Org Readiness Sales driven or Marketing driven Marketing + Sales Alignment Sales + Marketing + CS acting as #OneTeam Outcome Inefficient Growth. Efficient growth model in isolation. Efficient growth model at scale. ABM Maturity Framework Current Must do Don’t DoGOOD TO GREAT MARKETING @sangramvajre
- 34. Where you might be Where you are goingWhere you have been Progress from good to great Dynamic: Run your biz efficiently • i.e. Across Acquisition, Pipeline Acceleration, Expansion Static: “Top 100 list”, Pilot program • i.e. Acquisition, Pipeline Acceleration, Expansion Disconnected: Anyone, everyone, anywhere • i.e. Sales list • i.e. Firmographics TARGET ENGAGE ACTIVATE MEASURE GOOD TO GREAT MARKETING
- 35. Where you might be Where you are goingWhere you have been Progress from good to great Experiential i.e. Ads > Direct Mail > LP > Email > Video > Action Quality • Traffic to the website from the “right accounts” • Events, Emails to the “right people” • Ads, Direct Mail to the “right contacts” Quantity • Traffic to the website • Events, Emails • Ads, Direct Mail TARGET ENGAGE ACTIVATE MEASURE GOOD TO GREAT MARKETING
- 36. Where you might be Where you are goingWhere you have been Progress from good to great Prioritized sales alerts i.e. Known + Anonymous activity from CRM + MA + Website to give you a 360 view into an account Proactive sales alerts • Known accounts activity without filling up a form Reactive sales alerts • i.e. Leads w/ form fill TARGET ENGAGE ACTIVATE MEASURE GOOD TO GREAT MARKETING
- 37. Where you might be Where you are goingWhere you have been Progress from good to great Forecast TEAM based scorecard One Scorecard • Inbound • ABM Double FunnelTARGET ENGAGE ACTIVATE MEASURE GOOD TO GREAT MARKETING