What are the future mega trends in B2B marketing? On March 23 2017, Sangram Vajre, Terminus' Co-Founder and CMO, joined Uberflip in Atlanta to talk about the future trends in marketing and how ABM fits into it all.
3. Sangram here!
• Head of Marketing, Pardot (now Salesforce)
• Co-founder and CMO of Terminus
• Founder of the
#FlipMyFunnel community
• I am now an author (by accident)
@sangramvajre
Introduction
#FlipMyFunnel @SangramVajre@SangramVajre @Terminus #ABM #UFXATL
7. @sangramvajre#FlipMyFunnel @FlipMyFunnel
#1 challenge for B2B
marketers is generating
high quality leads
— IDG Research
But…isn’t that what
we thought we
were focusing on?
RESULTS
#FlipMyFunnel @SangramVajre@SangramVajre @Terminus #ABM #UFXATL
8. @sangramvajre#FlipMyFunnel @FlipMyFunnel
94% of the buying
process is done online
—MarketingProfs
But…we only
know how to
email and call!
RESULTS
#FlipMyFunnel @SangramVajre@SangramVajre @Terminus #ABM #UFXATL
9. On average, 7 to 12
people part of the
decision making process
—Gartner
But…we only talk to
one person that is in
our CRM or MAP or
filled out a form.
RESULTS
#FlipMyFunnel @SangramVajre@SangramVajre @Terminus #ABM #UFXATL
10. So, in last decade and half,
Technology Evolution
has left marketers with
more technology and
no real innovation to
enable marketing tactics.
RESULTS
#FlipMyFunnel @SangramVajre@SangramVajre @Terminus #ABM #UFXATL
11. STACK GRADER: Graded Account-Based Marketing stack of over 200+
companies. Shows an average of 20 tools per company.
#FlipMyFunnel @FlipMyFunnel
bit.ly/stack-grader
#FlipMyFunnel @SangramVajre@SangramVajre @Terminus #ABM #UFXATL
16. THE MEGA TRENDS FROM 2000 TO 2015
HAS LEFT US WITH THIS:
+ =
Less than 1%
of leads turn
into customers
— Forrester
RESULTS:
TECHNOLOGY
EVOLUTION
More
Technology
DO-IT-ALL
HEROISM
More
Work
@SangramVajre @Terminus #ABM #UFXATL
17. THE
GOOD
NEWS
Today you can change the course of
the future….
The two mega trends for the next decade and a
half will challenge the status quo
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre@SangramVajre @Terminus #ABM #UFXATL
21. It’s true!
If you suck at marketing,
you will suck at ABM.
@sangramvajre
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre@SangramVajre @Terminus #ABM #UFXATL
23. SO, WHAT IS ABM?
Account-Based Marketing
is a
Mindset
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre@SangramVajre @Terminus #ABM #UFXATL
24. Account-Based Marketing is a Mindset
OLD WAY NEW WAY
Email / Call
Lead Generation
Channels that matter
to your customer
Focus on only the
best-fit accounts
and influence the people
within that account
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre@SangramVajre @Terminus #ABM #UFXATL
26. WHAT IS CUSTOMER HEROISM?
Customer believes you can solve their problems
Customer feels empowered
Customer trusts you
#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre@SangramVajre @Terminus #ABM #UFXATL
28. My wife, Manmeet
@sangramvajre#FlipMyFunnel @FlipMyFunnel
MY IMPACT
GRAPH
WIFE HEROISM
My life long
customer!
#FlipMyFunnel @SangramVajre@SangramVajre @Terminus #ABM #UFXATL
29. Low
Impact
(1X)
Need to 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?”
MY IMPACT
GRAPH
WIFE HEROISM
30. YOUR IMPACT GRAPH
CUSTOMER HEROISM
Low
Impact
(1X)
Need to Do
High
Impact
(10X)
Must Do
Email newsletter
Blog and website updates
Analyst recommendations
In-person events
Industry or persona-based webinar
Account-based
advertising/messaging
or FB Ads