This document discusses the differences between traditional lead-based marketing and account-based marketing. Traditional marketing focuses on generating new leads and getting high conversion rates but does not focus on building relationships or paying attention to who is actually engaging. Account-based marketing instead focuses on specific accounts, building meaningful conversations, and paying attention to engagement rather than just numbers of leads or registrations. The goal is to close accounts rather than just leads.

1. ACCOUNT-BASEDM A R K E T I N G
Sangram Vajre
CMO & Co-Founder
Terminus
@SangramVajre
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2. T R A D I T I O N A L
B2B Marketing
Marketing had to
generate a bunch of new
leads into the top of the
funnel to find qualified
prospects for sales.
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3. M O S T B 2 B M A R K E T E R S O N LY L I K E
“One Night Stands”
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4. YOU COMING, OR WHAT?
Honking the car horn instead of
greeting the prospect at the door.
@SangramVajre

5. B 2 B M A R K E T E R S A R E
historically bad dates:
N O R E L AT I O N S H I P
B U I L D I N G
N O F L O W E R S
O R C A N D Y
N O M E A N I N G F U L
C O N V E R S AT I O N S
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6. This is what all salespeople are supposed to do.
[ It was their job. ]

7. 5
One Night Stand
Marketer
S I G N S Y O U M I G H T B E A
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8. T H E R E ’ S A F O C U S O N L E A D S
and not accounts
1
LEAD
ACCOUNTS
LEAD
LEAD
LEAD
LEAD
LEAD
LEAD
LEAD
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9. You can get leads anywhere.
But are they the best-fit for your business?
LEAD BUSINESS
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10. W E F O C U S O N C O N V E R S I O N R A T E S
and not conversations
2
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11. Then what happens?
No sale.
You cheer when a form
is completed. Yeah! Score!
A conversion!
sigh...
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12. W E A I M F O R B I G
R E G I S T R A T I O N N U M B E R S
instead of paying attention
to who is registering
3
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13. Big registration numbers are
exciting, but what does this
actually do for revenue?
340
Registrations
=$$$$
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14. Y O U L O V E C U S T O M E R S ,
B U T H A T E P R O S P E C T S
who don’t download
your content
4
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15. You call them, email them,
and try to have a conversation,
but no response.
ANYONE THERE?
HELLO?
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16. Y O U S E N D E M A I L S T O E V E R Y O N E . . .
all the time!
5
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17. But sales people don’t close leads,
they close accounts.
account 1 account 2 account 3
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18. There’s no such thing as a Lead Executive.
We call salespeople Account Executives.
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19. A C C O U N T- B A S E D M A R K E T I N G
[
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Learn more about
terminus.com
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