From Dreamforce 2016, Terminus CMO & Co-Founder, Sangram Vajre, presents with Jim Hopkins, Sr. Product Marketing Manager at Salesforce Data.com, on how to get started with account-based marketing by taking the #FlipMyFunnel approach: Identify, Expand, Engage, Accelerate, then Measure.

1. The First Steps to Successful Account-Based
Marketing
Featuring Sangram Vajre, Co-Founder & CMO, Terminus

2. #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)

3. Why are you here?
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
50%
of B2B Marketers
want to measure
pipeline velocity
and revenue as
the key metrics
— #FlipMyFunnel

4. Buying has changed….
Online Anonymous Sales Averse Trust

5. 92%
of B2B Marketers think
Account-Based Marketing is
extremely important to their
overall marketing efforts.”
—SiriusDecisions | April 2015
Why do B2B Marketing & Sales Teams Need ABM?

6. Where do I
start?

7. Traditional Funnel
AWARENESS
Start broad — Everyone is a target
INTEREST
Spend more money to qualify
CONSIDERATION
Call. Email. Call. Email…
PURCHASE
You got me!

8. #FlipMyFunnel is born
IDENTIFY
Start with the best-fit
EXPAND
Focus on people in same roles
ENGAGE
Right Content, Right Channel
ADVOCATE
Turn Customers into fans

9. Identify
Find your best-fit
customers

10. Steps for Getting Data Ready to Identify Accounts
Prepare for
analysis
Destroy
duplicates
Enrich accounts
with trusted data
Run an
assessment
Fill-in key fields
for matching
Organize profiles
& Expand…
Create reachable
segments
Add new target
accounts to CRM
Size the
market
Find key
attributes
CLEAN & ENRICH CRM ACCOUNT DATA
1
ANALYZE & BUILD IDEAL CUSTOMER PROFILES
2
OPTIMIZE & UPDATE ⟳
3

11. Expand
Focus on the
right people

12. Demo

13. Engage
Right content,
right channel

14. 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

15. Account-Based Marketing Framework

16. 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

17. 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

19. TA R G E T

20. E N G A G E

21. A C C E L E R AT E

22. Where can you learn more?
terminus.com/abm-stack salesforce.com/data

23. Join me at Open Lounge
Book Signing
5:00PM - 6:30PM
Come get a free copy of Account-Based
Marketing For Dummies. I’ll be signing
books over cocktails and snacks!
One Kearny Club | 23 Geary St. | San Francisco, CA 94108

24. thank y u