"10 Lessons Learned for Account-Based Success" was presented by Sangram Vajre, CMO and co-founder of Terminus, at #IHeartABM on February 12, 2018. The event, sponsored by LinkedIn and Terminus, brought together nearly 500 B2B marketing and sales professionals interested in account-based marketing. In this deck, Sangram shares the ten biggest lessons Terminus has learned in the process of aligning our sales and marketing teams around ABM. 1. Be brave. 2. Form #OneTeam. 3. The buck stops with the CEO. 4. Measure the right things. 5. ABM is more than demand gen. 6. ABM is a strategy, not a tactic. 7. Get data-driven. 8. Make it personal. 9. Do ABM in sprints. 10. Make your customers heroes.

1. 10 Lessons Learned for
Account-Based Success
SANGRAM VAJRE

2. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
INTRODUCTION
SANGRAM VAJRE
Co-Founder & CMO, Terminus
• Founder of #FlipMyFunnel
• Host of the daily #FlipMyFunnel podcast
• Former Head of Marketing, Pardot (now Salesforce)
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

3. INTRODUCTION
LinkedIn & Terminus | ©2018 Terminus Software, Inc.
I call it timing
and luck!
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

4. LinkedIn & Terminus | ©2018 Terminus Software, Inc. 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
Account-Based Marketing Flips the Funnel

5. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
How many of you have
lead executives on your
sales team?
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

6. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
We don’t close leads.
We close accounts.
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

7. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
10 Lessons for ABM Success
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

8. 1 Be Brave

9. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
Be Brave
Baseball t-shirt
Football socks
Tennis shoes
Basketball
shorts
Football
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
● Marketers, take charge!
● Master (lots of) new skills
● Challenge the status quo
● Teach a better way to
efficiently grow

10. 2 Form #OneTeam

11. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
A True Tale of Account-Based Marketing Transformation
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

12. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
Drive Growth with a #OneTeam Revenue Machine
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
#OneTeam
is a mindset
#OneTeam has
one scorecard
You have to
operationalize the
#OneTeam
approach

13. LinkedIn & Terminus | ©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 Marketing
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

14. 3 The Buck Stops with the CEO

15. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
Get the CEO on Board
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

16. Measure the Right Things4

17. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
Our Mantra @Terminus
@SangramVajre
Tweet this!
Engagement is the new measurement.
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

18. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
Leads
Lead conversion
Website traffic
STOP START
Engagement
Progression
Velocity
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

19. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
ABM Scorecard – Team, Executives, Board
Opps
Created
Opp
$$$
Opps
Stage 2
Opp
Stage 2
$$$
# $ # $
# $ # $
# $ # $
TARGET ENGAGE ACCELERATE CLOSED-WON
TIER 1
TIER 2
TIER 3
Total
Accounts
#
#
#
Engaged % Engaged MQA
%
MQA
# % # %
# % # %
# % # %
Closed
Won
Closed
Won
$$$
# $
# $
# $
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

20. ABM Is More than Demand
Gen
5

21. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
7 Strategies for Account-Based Marketing
Demand Gen Sales Pipeline Customer Marketing
ABM Strategy
(1:1, ABM Lite,
Programmatic)
Pre-
targeting
Account
Nurture
Lead-to-
Account
NurtureX
Net New InterestBuying Stage
Lead-Based
Strategy
(Bolt-On ABM)
Dead OppOpportunity
Pipeline
Acceleration
Wake the
Dead
Renewal & Expansion
Renewal
& Upsell
Land &
Expand
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

22. ABM Is a Strategy,
Not a Tactic
6

23. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
High Tech
Low Tech
Low
Touch
High
Touch
• Sponsoring large events
• Print advertising
• Email nurturing
• Account-based Advertising
(LinkedIn,Twitter, Facebook, etc.)
• Content marketing, e-books
• Thought leadership webinars
• Personalized videos
• Industry-specific webinars
• Customer product demos
• Direct mail
• Sales calls
• Small, targeted events
• VIP dinners
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
Marketing and Sales Tactics

24. Get Data-Driven7

25. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
The Formula for Operationalizing ABM
Tweet this!
Fit + Intent + Engagement
is the secret formula for #ABM
@PeterKHerbert
FIT
INTENT
ENGAGEMENT
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

26. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
IDENTIFY EXPAND ENGAGE ADVOCATE MEASURE
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
Terminus ABM Tech Stack

27. Make It Personal8

28. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
Get Relevant
1:1 Company
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

29. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
Get Personal
H2H Personalized
Personalized
Email
Pick up the
phone!
Socialize!
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

30. LinkedIn & Terminus | ©2018 Terminus Software, Inc. 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

31. Do ABM in Sprints9

32. LinkedIn & Terminus | ©2018 Terminus Software, Inc. 10 Lessons Learned for Account-Based Success | @SangramVajre #ABM
Start.
Learn.
Adapt.
Keep going.

33. Make Your Customers Heroes10

34. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
How Do You Achieve
Customer Heroism?
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

35. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
IMPACT GRAPH
CUSTOMER HEROISM
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

36. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
My wife, Manmeet
MY IMPACT GRAPH
My lifelong
customer!
✓
WIFE HEROISM
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

37. LinkedIn & Terminus | ©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?”
MY IMPACT GRAPH
WIFE HEROISM
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

38. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
YOUR IMPACT GRAPH
CUSTOMER HEROISM
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
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

39. LinkedIn & Terminus | ©2018 Terminus Software, Inc.
YOUR IMPACT GRAPH
CUSTOMER HEROISM
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
What if you stopped
doing what’s here?
And focused on
everything here?
10 Lessons Learned for Account-Based Success | @SangramVajre #ABM

40. THANK YOU!
@SangramVajre