The document discusses the necessity of account-based marketing (ABM) for B2B marketers as they face challenges from increased buyer involvement and expectations. ABM focuses on targeting company accounts rather than individual leads, emphasizing collaboration and personalized engagement with multiple stakeholders. Despite its effectiveness, only a small percentage of marketers have implemented ABM strategies, indicating a significant opportunity for growth and improvement in B2B marketing practices.

1. The CMO Blueprint for
Account-Based Marketing
Why B2B Marketers Need
to Get Started with ABM

2. B2B Marketers Work
in Challenging Times

3. More People Are Involved
%%3434
of B2B buyers have increased the
number of stakeholders involved
in the purchase process.
Source: DemandGen

4. More People are Involved.
More People are Involved.
of B2B buyers have increased the
number of stakeholders involved in
the purchase process.
The More People Involved,
The Less Likely a Purchase
For any given sale, 7 – 20 people are involved
in the decision. As the number of people
increases, the likelihood of purchase declines.
Source: KnowledgeTree

5. Buyers Do More Research,
9494%%of B2B buyers conduct
some form of online
research before buying
a business product.
Source: MarketingProfs

6. Especially When
Costs Are High
9090%%
For more than
of B2B buyers, the amount
of research done depends on
price. As price increases, the
amount of research increases.
Source: SalesForce

7. Buyers Wait to
Come Forward
5757%%
Buyers don’t contact
suppliers directly until
of the purchase
process is complete.
Source: Corporate Executive Board

8. And This Trend
Will Only Continue
8080%%
By 2020,
of the buying process
will occur without any
direct human-to-
human interaction.
Source: Forrester

9. Buyer Expectations
Have Changed
B2B buyers expect the same range of omni-
channel options they enjoy as consumers.
4949%%
of B2B buyers prefer to use
consumer websites to make
work-related purchases.
Source: The Future of Commerce

10. #1
According to B2B
marketers, generating
high-quality leads is the
top challenge today.
Quality Leads Are Scarce
The #1
Challenge.
Source: IDG Enterprises

11. 0.75%
Even Qualified Leads
Are Difficult to Close
0.75% of leads generated
become closed revenue.
Source: Forrester

12. When Times Are
What Do You Do?
Challenging

13. You Look for
Your Challenges
Solutions That Address

14. Solutions Like
Account-Based Marketing

15. What Is
Account-Based Marketing?

16. reliabletraditional reliabletraditional
The Account-Based Marketing
approach practices
and
B2B principles but targets
company accounts rather than
individual sales leads.

17. successful B2B marketing
It recognizes that
successful B2B marketing
is about speaking to a collective
business or department, not to
isolated individuals.

18. marketingsales
Account-based marketing
requires a close collaboration
and alignment of
and marketingsales …

19. to create highly engaging,
personalized interactions
that today’s decision makers
have come to expect.expect.expect.
…

20. Account-based
marketing is not a
‘one and done’‘one and done’
campaign or tactic.

21. It’s a business
philosophy and strategy,
and it’s always
turned onturned on
for an account.

22. 66 Foundational PillarsFoundational Pillars
Get Started with the
Account-Based Marketing.of

23. Flip the
Funnel
11
Traditionally, prospects begin
at the top of the buyer journey
and move down to the bottom.

24. Flip the
Funnel
11
With account-based
marketing, you flip the
funnel on its head.
IDENTIFY
EXPAND
ENGAGE
ADVOCATE
Source: © Account-Based Marketing For Dummies

25. Identify the Best
Fit Accounts
22
Find and engage the right
companies so that resources
aren’t used on prospects that
will not become customers.

26. Expand Contacts
Within an Account
33
Build relationships with
multiple people within an
account. Remember, business
decisions are made by more
than one person.

27. Engage Accounts
on Their Terms
44
Engage contacts on
the channels where
they’re most active with
the messages and
content they want.

28. Create Customer
Advocates
55
Leverage customer
relationships to create
brand champions and
authentic advocates.

29. Measure
Success
66
With account-based marketing,
measurement focuses on
performance indicators that
evaluate success at
the account level.

30. Transform Your Business with
Account-Based MarketingAccount-Based Marketing

31. of marketers say account-based
marketing has higher ROI than
other marketing activities.
97%97%
Source: Marketo

32. of marketers say account-based
marketing provides significant benefits
to retain and expand client relationships.
85%85%
Source: Alterra Group

33. of B2B marketers say account-
based marketing is either very or
extremely important…
90%90%
But while
Source: SiriusDecisions

34. of practitioners have implemented
Account-Based Marketing strategies.
20%20%
Less than
Source: SiriusDecisions

35. Launch and Accelerate
Account-Based MarketingAccount-Based Marketing
with These Tools

36. Get the Book that Explains
Account-Based MarketingAccount-Based Marketing
Step-by-Step
It’s the first-ever
ABM book. It’s for
beginners, experts
and everyone
in-between.

37. Click here to
learn more.
Get the Book that Explains
Account-Based MarketingAccount-Based Marketing
Step-by-Step
It’s the first-ever
ABM book. It’s for
beginners, experts
and everyone
in-between.

38. Evaluate Your Existing
Account-Based MarketingAccount-Based Marketing
Tech Eco-System for
Determine which
resources to buy,
replace or repurpose
to create a best-in-
class ABM stack.

39. Evaluate Your Existing
Account-Based MarketingAccount-Based Marketing
Tech Eco-System for
Determine which
resources to buy,
replace or repurpose
to create a best-in-
class ABM stack.
Click here to
learn more.

40. Build Your Complete
Account-Based MarketingAccount-Based Marketing
Technology Solution
Align technology
to the core
components of
your ABM strategy.

41. Build Your Complete
Account-Based MarketingAccount-Based Marketing
Technology Solution
Align technology
to the core
components of
your ABM strategy.
Click here to
find out how.

42. Get to Know
Sangram Vajre
Get to Know
Sangram Vajre
Sangram Vajre has quickly built a
reputation as a leading mind in B2B
marketing. Before co-founding
Terminus, a SaaS platform for account-
based marketing, Sangram led the
marketing team at Pardot through its
acquisition by ExactTarget and then
Salesforce. He’s the author of Account-
Based Marketing For Dummies and is
the mastermind behind #FlipMyFunnel.
Click here to follow
Sangram on Twitter.