Account Based Marketing: What's Next for B2B
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This Panel discussion ft. Sangram Vajre from @terminus, Brandon Redlinger from @engagio and Justin Gray from @myleadmd was presented by The BMA Phx and moderated by Matt Hensler. It discusses the tectonic shift in B2B from demand generation to Account Based strategies. The panel weighs in on who should use ABM and what are the keys to success with this much hyped buzzword.
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Account Based Marketing: What's Next for B2B
- 2. About the Panelists Justin Gray @jgraymatter CEO & Founder LeadMD Sangram Vajre @SangramVajre CMO & Co-Founder Terminus Brandon Redlinger @Brandon_Lee_09 Director of Growth Engagio
- 3. Agenda • What is #FlipMyFunnel? • The importance of sales and marketing alignment • How to build an ABM Playbook • Q & A Flipping Funnels: How Account- Based Marketing is Changing Everything
- 5. 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
- 6. The old way of thinking is sinking. Teaching old dogs new tricks is hard.
- 7. Let’s flip the funnel Change is hard but what if we made it fun? Focused B2B “Smarketing”
- 8. Account based Start with the end in mind Map tools to strategies
- 9. Why is marketing & sales alignment essential?
- 11. For every 400 inquiries, only 1 becomes a closed opportunity. That is a conversion rate of only .25%. The traditional funnel promotes waste.
- 12. What does the current sales & marketing cycle look like? Marketing Sales MQL/SAL Why should I call this guy? He only downloaded a whitepaper!
- 13. Think Account Relationships. Not Leads.
- 14. Buyer engagement as a joint account plan between sales & marketing Account Buying Committee
- 15. This is how you engage in an ABM model Marketing MQL/SAL Executives Sales
- 16. How do you engage your target accounts accounts?
- 17. You Need a Playbook!
- 18. 1. Players 2. Touches 3. Channels 4. Timing 5. Content Key Elements of a Playbook
- 19. The Buying Team: • Initiator • Decision Maker • Buyer • Influencer • User • Gatekeeper #1 - The Players The Selling Team: • Sales • Marketing • CS • Executive staff • Product/Eng. • Etc.
- 20. #2 – The Number 75% The Experts are wrong… Mediocrity is NOT ok! Not all touches are created equal.
- 21. 75% • CofffeSender • PFL • Social • Text messages • Personal video • Google Hangout • Door to door • Free standing inserts in newspapers • Personal website • AngelList profile • Slideshare • Fax • Ads #3 – The Channels
- 22. #4 – The Timing 75% “The difference between lettuce and garbage is timing.”
- 23. Avoid at all costs! Instead: • Reemphasize business value • Offer insight • Educate • Share news #4 – The Content
- 24. Example Play – “Core Prospecting” Overview: • Manually launched • 12 steps Players: • Our Team • Marketing • CEO • ADR • Their Team • Head of Marketing • Head of Sales • Head of Sales Dev.
- 28. To: Head of Marketing From: CEO Core Prospecting Play
- 30. About the Panelists Justin Gray @jgraymatter CEO & Founder LeadMD Sangram Vajre @SangramVajre CMO & Co-Founder Terminus Brandon Redlinger @Brandon_Lee_09 Director of Growth Engagio