This webinar discusses converging inbound and account-based marketing strategies. It features three speakers: Jon Dick from HubSpot, Peter Herbert from Terminus, and Sangram Vajre from Terminus. Jon Dick discusses how inbound and ABM strategies can intersect at each stage of the buyer's journey. Peter Herbert outlines workflows for operationalizing ABM and inbound together, such as lead-to-account nurturing and event marketing follow-up. Key takeaways are that ABM can accelerate leads to opportunities by engaging the entire buying center, metrics should measure account engagement and lead scoring, and combining inbound and ABM can generate more revenue.

1. WEBINAR
Converging Funnels for Inbound
& Account-Based Marketing
Live Broadcast: Nov. 28, 2017
+

2. SPEAKERS
Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
JON DICK
VP of Marketing
HubSpot
@JonDick
PETER HERBERT
VP of Marketing
Terminus
@PeterKHerbert
SANGRAM VAJRE
Co-Founder & CMO
Terminus
@SangramVajre
#ABM | @HubSpot @Terminus

3. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Agenda
1
2
3
4
Converging Funnels of Inbound + Account-Based Marketing
Operationalizing ABM & Inbound
Key Takeaways
The Rise of Account-Based Marketing
#ABM | @HubSpot @Terminus

4. The Rise of Account-Based
Marketing
Sangram Vajre, Co-Founder & CMO, Terminus
1

5. INTRODUCTION
Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
“SANGRAM HERE!”
Co-Founder & CMO, Terminus
• Head of Marketing, Pardot (now Salesforce)
• Founder of the #FlipMyFunnel community
• I am now an author (by accident)
#ABM | @HubSpot @Terminus

6. INTRODUCTION
Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc. #ABM | @SangramVajre
I wrote the first book
ever on #ABM.
Tweet @Terminus for a
free copy!
Tweet
this!

7. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Quick definition of Account-Based Marketing
Laser-focused
B2B “smarketing”
( sales + marketing alignment )
#ABM | @SangramVajre

8. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
A customer is made of
more than one person
ABM = H2H >> People buy from people!
#ABM | @SangramVajre

9. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
We have a problem
So…
#ABM | @SangramVajre

10. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
We all suffer from “shiny object” syndrome
#ABM | @SangramVajre

11. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
It’s the same problem
my 7-year old kid has…
#ABM | @SangramVajre

12. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
We try to do everything,
all at once!
#ABM | @SangramVajre

13. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Baseball T-shirt
Football socks
Tennis shoes
Baseball shorts
Football
“Let’s play, Papa!”
#ABM | @SangramVajre

14. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
B2B marketers have to work to find the best-fit customers!
+ =
Less than 1% of
leads turn into
customers
— Forrester
RESULTS:
TECHNOLOGY
EVOLUTION
More Technology
MORE
LEADS
More Work
#ABM | @SangramVajre

15. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Account-Based Marketing Flips the Funnel
#FlipMyFunnel for #ABM
Identify: Start with the best-fit accounts
Expand: Focus on people in same roles
Engage: Right content, right channel
Advocate: Create raving fans
Measure: Gauge the results & adjust
#ABM | @SangramVajre

16. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Easy-to-Use
Account-Based Advertising
Built for B2B marketing
Account-Based
Marketing Metrics
Measure Account Web
Engagement
Reach More Stakeholders
in Best-Fit Accounts
No Contact Data Required
Engage the right people at target accounts
with account-based advertising & measurement
#ABM | @SangramVajre

17. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Measure account engagement instead of leads
Account Website Engagement Sales Alerts
#ABM | @SangramVajre

18. Converging Funnels of Inbound
+ Account-Based Marketing
Jon Dick, VP of Marketing, HubSpot
2

19. INTRODUCTION
Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Jon DICK
VP of Marketing, HubSpot
• @jondick
• Previously head of marketing at Trunk Club
and Klout
• Passionate about calculus and improv
comedy
#ABM | @JonDick

20. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Where ABM + Inbound Intersect
#ABM | @JonDick

21. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Outbound
• Cold
calling
• Cold
emails
(SPAM)
• Interruptive
ads
• Seller-­‐Centric
Inbound
• Helpful,
relevant
content
• SEO
• Free
tools
• Buyer-­‐Centric
#ABM | @JonDick

22. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc. #ABM | @JonDick

23. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc. #ABM | @JonDick
ADD EXTRACT
Value Value

24. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Inbound
Both are Buyer Centric
Clickbait=
ABM Cold Calling=
Make each interaction personalized and valuable
#ABM | @JonDick

25. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Identify
Engage
Expand
Advocate
Measure
Inbound Funnel
Flipped Funnel
#ABM | @JonDick
The Blended Funnel

26. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
ABM + inbound at every stage of the buyer journey
Reach people
in a more direct
and targeted
way to
supplement
SEO efforts
Drive
action
with
people
in
your
database
off
or
on-­‐
site
through
timely
and
personalized
content
Help
get
more
buy-­‐
in
throughout
an
org
or
re-­‐awaken
a
dormant
deal
Re-­‐connect
with
customers
to
explain
expanded
offerings
(cross/up
sell)
#ABM | @JonDick

27. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
When to do ABM + Inbound
Expand Your
Reach Within an
Organization
Find High-Value
Leads Online
Accelerate
Sales for High-
Value Leads
Supplement
Event Marketing
#ABM | @JonDick

28. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Creating an inbound-friendly ABM campaign
1. Where are you getting leads from?
Did we buy this list or are these inbound generated leads?
2. Where are you driving leads to?
Are we just asking people to buy, or are we educating them and
proving value?
3. How are reps following up?
Does our sales team know what we are doing, and are they being
helpful and educational?
Ask:
#ABM | @JonDick

29. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Trigger a Webhook
HubSpot Connect Integration
AVAILABLE NOW
D E C I S I O N M A K E R
I N F L U E N C E R
I N F L U E N C E R
M A I N B U Y E R
#ABM | @JonDick

30. Operationalizing ABM
& Inbound
Peter Herbert, VP of Marketing, Terminus
3

31. INTRODUCTION
Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
PETER HERBERT
VP of Marketing, Terminus
• Former VP of Marketing at VersionOne
& Terminus ABM Superhero
• Won SiriusDecisions ABM Program of
the Year for 2017
#ABM | @PeterKHerbert

32. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
The Secret Formula for Operationalizing ABM
Tweet this!
Fit + Intent + Engagement
is the secret formula for #ABM
@PeterKHerbert
FIT
INTENT
ENGAGEMENT
#ABM | @PeterKHerbert

33. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Operationalizing ABM + Inbound
Lead to Account
Nurture
• Accelerate Hot Leads
• Not Ready to Buy
Nurture
Workflow “Recipes” with HubSpot + Terminus
Coordinated Sales
Outreach
• Pre-Targeting
Event Marketing
• Pre Event Campaign
• Post Event Follow-up
Campaign
#ABM | @PeterKHerbert

34. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Lead-To-Account Nurture
Accelerating Hot Leads Workflow
Influencer Influencer Decision
Maker
CAMPAIGN MGR IT MGR CREATIVE DIRECTOR
Downloads
White Paper
Reads
Nurture Emails
Requests a
Demo
Schedule
Qual Call
Qualified by SDR AE Conducts Demo
Trigger Account-Based Ads to each persona
#ABM | @PeterKHerbert

35. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Improve the ROI of Event Marketing
Follow up with the right people after an event
#ABM | @PeterKHerbert
Influencer Decision MakerUserInfluencer
Email Only HubSpot email + Terminus Ads
Go beyond the inbox to reach all stakeholders
Email + Ads Ads Ads
Only reaching individual lead on single channel

36. Key Takeaways4

37. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
Key Takeaways
ABM accelerates
leads to become
opportunities
by working the
entire buying
center
Measure account
engagement
and lead score
Inbound +ABM
= More Revenue
#ABM | @HubSpot @Terminus

38. Converging Funnels for Inbound & Account-Based Marketing | ©2017 Terminus Software, Inc.
JON DICK
VP of Marketing
HubSpot
@JonDick
PETER HERBERT
VP of Marketing
Terminus
@PeterKHerbert
SANGRAM VAJRE
Co-Founder & CMO
Terminus
@SangramVajre
#ABM | @HubSpot @Terminus
THANK YOU

39. THANK YOU