Salt Lake City Search Engine Marketing June 2017
Sangram Vajre has quickly built a reputation as one of the leading minds 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. Follow Sangram on Twitter @SangramVajre.
This document discusses account-based marketing (ABM) strategies and tips for using platforms like LinkedIn and Facebook for targeted company advertising. It provides tips for creating custom lists for targeting specific accounts, including lists of dream clients, competitors, current customers, past leads, and media companies. It also notes that ABM works better when targeting larger companies that have profiles on LinkedIn and Facebook. The document concludes with inviting questions about these ABM strategies.
In this presentation on behalf of Standard Press, Terminus Co-Founder & CMO Sangram Vajre shares why ABM & H2H are the future of B2B marketing. Learn how "customer heroism" can transform the buyer's journey.
#FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Re...#FlipMyFunnel
The document discusses two mega trends in marketing from 2000-2030. From 2000-2015, the trends were:
1) Technology Evolution - Marketers gained more technology but did not innovate tactics to use it effectively
2) Do-It-All Heroism - Marketers tried many channels without focus, resulting in poor quality leads.
From 2015-2030, the predicted trends are:
1) Account-Based Marketing will challenge the status quo as the focus shifts to targeting accounts rather than individuals
2) Customer Heroism will replace Do-It-All Heroism, empowering customers by solving their problems and making them trusted heroes within their organizations. The document advocates focusing marketing efforts
This presentation uncovers the brutal truth of evolution, takes us through the stages of marketing and sales innovation towards the promise land, that we all so desperately seek.
#FlipMyFunnel with Account-Based Marketing was presented at Marketing Loves Sales 2016 by Sangram Vajre, CMO and Co-Founder of Terminus. In this session, Sangram discussed how to flip the traditional B2B lead-based sales funnel on its head to align marketing and sales teams around an account-based approach.
This document discusses account-based marketing (ABM) strategies and tips for using platforms like LinkedIn and Facebook for targeted company advertising. It provides tips for creating custom lists for targeting specific accounts, including lists of dream clients, competitors, current customers, past leads, and media companies. It also notes that ABM works better when targeting larger companies that have profiles on LinkedIn and Facebook. The document concludes with inviting questions about these ABM strategies.
In this presentation on behalf of Standard Press, Terminus Co-Founder & CMO Sangram Vajre shares why ABM & H2H are the future of B2B marketing. Learn how "customer heroism" can transform the buyer's journey.
#FlipMyFunnel Atlanta 2016 - Sangram Vajre - Mega Trends: Evolution Drives Re...#FlipMyFunnel
The document discusses two mega trends in marketing from 2000-2030. From 2000-2015, the trends were:
1) Technology Evolution - Marketers gained more technology but did not innovate tactics to use it effectively
2) Do-It-All Heroism - Marketers tried many channels without focus, resulting in poor quality leads.
From 2015-2030, the predicted trends are:
1) Account-Based Marketing will challenge the status quo as the focus shifts to targeting accounts rather than individuals
2) Customer Heroism will replace Do-It-All Heroism, empowering customers by solving their problems and making them trusted heroes within their organizations. The document advocates focusing marketing efforts
This presentation uncovers the brutal truth of evolution, takes us through the stages of marketing and sales innovation towards the promise land, that we all so desperately seek.
#FlipMyFunnel with Account-Based Marketing was presented at Marketing Loves Sales 2016 by Sangram Vajre, CMO and Co-Founder of Terminus. In this session, Sangram discussed how to flip the traditional B2B lead-based sales funnel on its head to align marketing and sales teams around an account-based approach.
The Authenticity Curve: How to engage your customer and future customers, betterSangram Vajre
The future of marketing and sales likes in the hands of people and not technology. Authenticity is the vessel that fuels the most quota crushing sales professionals and brand driving marketers. If you get this right, you can make magic happen.
How to build a community and start a movementSangram Vajre
Anyone can build a product. The companies and leaders that stand until the very end are the ones who created a community of believers and sparked a movement.
Include: 7 steps to make a movement happen
The document discusses how to use the Infusionsoft dashboard to measure key business metrics and improve business performance. It recommends measuring customer lifetime value, lead generation statistics, sales totals, sales conversions, and prospect/customer milestones. The dashboard helps users understand what is driving business results and how to optimize processes. Tracking these metrics exponentially improves business results because it identifies areas for improvement. The presentation provides guidance on setting up dashboard widgets to monitor the right metrics and using data to enhance marketing and sales.
How to Market and Sell like a Category LeaderSangram Vajre
5 elements that I have learned when building a new category.
- Embrace your customer's problem, not your product
- Reach your customers on “their” terms, not yours
- Don’t call them Prospects! You serve customers & future customers
- “Selling is essentially the transfer of feelings” by Zig Ziglar
- Make customers “heroes” in their organizations
The document provides an overview of ABM maturity curves and metrics. It discusses moving from good to great marketing by progressing along maturity curves for targeting, engaging, activating, and measuring accounts. It emphasizes the importance of focusing on the right accounts and identifying key personas within accounts. The document also shares examples of ABM program metrics from 2018 and 2019 for a company, showing a shift to more personalized outreach and segmented messaging, and an improved ability to track impact metrics.
#FlipMyFunnel Atlanta 2016 - Bill Kent & Troy O'Bryan - What's Working With A...#FlipMyFunnel
This document discusses strategies for account-based marketing (ABM) content and engagement. It provides examples of personalized assessments that can be used to start conversations with target accounts, highlighting problems the accounts may face and customizing the discussion based on each account's profile. It also outlines principles for creating irresistible content, such as focusing on market problems and emotional drivers, personalizing engagement after initial responses, and iterating content based on measurement.
B2B Mega Trends: Evolution Drives RevolutionUberflip
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.
#FlipMyFunnel Atlanta 2016 - Joe Mckenna & Eileen Chow - 5 Hacks for Getting ...#FlipMyFunnel
Jow Mckenna and Eileen Chow presented "5 Hacks for Getting Down and Dirty with Data: How Evergage Uses Synthio" at the #FlipMyFunnel Atlanta 2016 conference
Are you underutilizing email marketing and marketing automation? The chances are that you're only scratching the surface of what's possible. The customer lifecycle should be your primary focus when looking to communicate with your customers and you need to map out the key touchpoints to effectively target customers with relevant messages and offers.
99% of retailers are merely doing the basics with email marketing automation. In this webinar, Philip Storey, Founder and CEO of Enchant Agency, will show you how to kick-start your customer lifecycle with email and help you become one of the 1% winning at email marketing.
You’ll learn:
The fundamentals of the customer lifecycle
Why email marketing is still the most effective channel for nurturing customer relationships
The importance of really listening to your customers
How to map out your customer lifecycle for email
How to create new interactions that generate revenue and improve the customer experience
Great lifecycle email examples from top brands across different industries
The Step-by-Step Path to a High-Converting Customer Retention Program Talia Wolf
In this webinar we discuss the step-by-step path to a high-converting customer retention program . We discuss:
1. The psychological reasons people buy the same things again and again (and how to make it work for you)
2. The 3 pillars of a successful retention strategy
3. Tested & Proven Tactics for increasing Retention
Agile marketing is a self-organizing process that provides maximum value to users through prioritization, transparency, predictability, and accountability. An agile marketing team is cross-functional, typically consisting of 5-9 members from roles like social media, writing, design, and analytics. The process focuses on rapidly delivering value to customers through short development cycles called sprints, where teams work through a backlog of user stories to deliver features.
Opticon 2015-The Power of Empathy in Driving ConversionOptimizely
Featuring speakers from FunnyBizz, Elevated
Rachman Blake, Co-Founder, FunnyBizz
Keith Lovgren, Director of Conversion Rate Optimization, Elevated
Talia Wolf, CEO and Founder, Conversioner
Moderated by: Cara Harshman, Content Marketing Manager, Optimizely
Do your digital experiences convey your unique value proposition? What about creating customer delight with humor and wit? Learn how to cut through the noise and create meaningful audience connections that drive conversions.
How to Rally Around the Customer and Skyrocket Growth with Slack and AutopilotAutopilot
Watch the webinar replay: http://flightschool.autopilothq.com/video/rally-around-the-customer-slack-webinar/
Try Autopilot free for 30 days: https://autopilothq.com/free-trial.html
If the hockey stick growth of companies like Slack tells us anything, it’s that companies who put the customer experience first are benefiting from word-of-mouth referrals, high organic growth rates, loyal raving fans, and long-term financial success. To help companies grow faster and be more successful, the role of marketing is shifting from simply driving inbound and outbound awareness into taking responsibility for the entire customer journey.
In this webinar, customer experience experts from Autopilot, Slack and VentureBeat will share essential steps in conquering the customer journey, the role of automation, how to build more meaningful customer feedback loops and how to drive customer and company growth through transparency and responsiveness.
What you'll learn:
-The essential components of providing an end-to-end customer experience
-The data you should be capturing and how it should be communicated
-How to track marketing performance and important milestones (and reduce inbox clutter)
-How to collect customer feedback in real-time and act quickly on new user challenges
-How to focus on user adoption and product engagement
-How to build better cross team alignment and internal communications to enhance the customer experience
Rue La La optimized its testing processes by spreading A/B testing across the organization and keeping things organized. It established regular processes for submitting testing ideas, tracking results, and sharing learnings. This helped scale testing efforts and drive more optimizations. Atlassian evolved its growth initiatives from a centralized team to embedding growth capabilities on product teams. This incubation model focuses teams on user growth targets while the central team supports and accelerates their efforts. Both companies learned the importance of experimenting, tracking learnings, and collaborating across teams to effectively scale optimization work.
Simplify Customer Success With Closed-Loop PlaybooksAmity
If the most recent customer fire attracts the majority of your time and attention, don’t miss this webinar.
It’s Monday morning, you started your day off on a strict schedule but when a major customer issue arises, you find that any structure you had, has all gone out the window. It's the feeling of being powerless. Sadly, it’s the same old story, the most recent fires attract the majority of your time and attention, rather than addressing problems for customers who have the biggest impact.
How are you supposed to manage with that kind of unpredictability?
Fear not, in this webinar you will learn how to simplify customer success with closed-loop playbooks using Amity.
Marketing on Budget for b2b Organisations by Sudhakar S Marthi , Zoho Corpora...TechXpla
www,techxpla.com ; Welcome to TechXpla webinar slides. Here Ajit Joshi Of Techxpla & Mr Sudhakar S Marthi Vice President -- Global Vice President Zoho Corporation will be discussing about Tools and Technics to aquire customers . This will also list Zoho's value proposition and attractive nature of its pricing.
Ali Noel is going to help you create your video strategy. Ali leads Wistia's customer success program, which aims to form delightful partnerships with customers and ensure they're achieving hardworking video goals through the optimization of Wistia's product. In addition to being users of the HubSpot Marketing product and CRM, Ali and her team work with customers to leverage both HubSpot and Wistia together in efforts throughout all stages of the funnel. She also leads teams on video marketing trainings, including HubSpot, and several of Wistia's agency partners.
Neil Patel - 7 New Growth Hacks to Skyrocket Your Business in 2017 at HUG 2017SD Inbound Marketing
This document outlines 7 growth hacks for skyrocketing a business in 2017 according to Neil Patel. The hacks include: 1) Focusing on converting visitors who say no initially, 2) Using webinars to sell with signup to follow up sequences, 3) Integrating location data to personalize the experience, 4) Optimizing checkout pages to reduce abandonment, 5) Asking customers to help market the business, 6) Increasing search rankings through branded keyword queries, and 7) Adding countdown timers to emails to create urgency. Implementing these hacks led to increased traffic, sales, and email conversions in Neil Patel's case studies.
Featuring speakers from Peninsula Strategies
Robbie Kellman Baxter, President & Author of The Membership Economy, Peninsula Strategies
In the Membership Economy, no one product is as important as the ongoing relationship with your customer. Access trumps ownership, relationships take priority over transactions and communication is multidirectional and transparent. What does this massive transformational trend mean for your company? Join Robbie Kellman Baxter, author of the Amazon #1 Hot New Release The Membership Economy: Find Your Superusers, Master the Forever Transaction and Build Recurring Revenue. You'll learn how to turn digital subscriptions into forever sales, why retention is the new acquisition, and the difference between rewards programs and loyalty programs and why it matters. This interactive session is guaranteed to inspire new ideas and provide opportunities for reflection and practical implementation.
Growth Marketing: Secrets for Fueling Bottom-Line RevenueLotus Growth
Growth marketing is the practice of using data and agility to drive revenue.
This prescriptive guide solves the most pressing growth challenges with proven B2B marketing and demand generation strategies. With it, you will connect the dots from current reality to future company vision.
We give you the direction and context to optimize the marketing and sales funnel, and explain how to make incremental changes to uncover areas where your company is losing money. Next, we explore the strategies to scale programs that are producing the most leads in target and impacting bottom-line revenue.
How to Become an Account-Based Marketing SuperheroSangram Vajre
The document outlines an agenda for a live broadcast on how to become an ABM superhero. It includes presentations by representatives from Terminus and SOASTA on defining ABM, assembling an ABM team, identifying target accounts, and an example ABM campaign case study that led to improved marketing results. Resources mentioned include the Terminus ABM platform, an ABM blueprint ebook, and taking questions from the audience.
7 Strategies for Account-Based Marketing with SalesforceSangram Vajre
Presented at Dreamforce '17 by Terminus Co-Founder & CMO, Sangram Vajre, author of "Account-Based Marketing for Dummies" and founder of the #FlipMyFunnel movement transforming B2B marketing and sales. Learn the basics of ABM and seven practical strategies for demand generation, sales pipeline velocity, and customer marketing.
The Authenticity Curve: How to engage your customer and future customers, betterSangram Vajre
The future of marketing and sales likes in the hands of people and not technology. Authenticity is the vessel that fuels the most quota crushing sales professionals and brand driving marketers. If you get this right, you can make magic happen.
How to build a community and start a movementSangram Vajre
Anyone can build a product. The companies and leaders that stand until the very end are the ones who created a community of believers and sparked a movement.
Include: 7 steps to make a movement happen
The document discusses how to use the Infusionsoft dashboard to measure key business metrics and improve business performance. It recommends measuring customer lifetime value, lead generation statistics, sales totals, sales conversions, and prospect/customer milestones. The dashboard helps users understand what is driving business results and how to optimize processes. Tracking these metrics exponentially improves business results because it identifies areas for improvement. The presentation provides guidance on setting up dashboard widgets to monitor the right metrics and using data to enhance marketing and sales.
How to Market and Sell like a Category LeaderSangram Vajre
5 elements that I have learned when building a new category.
- Embrace your customer's problem, not your product
- Reach your customers on “their” terms, not yours
- Don’t call them Prospects! You serve customers & future customers
- “Selling is essentially the transfer of feelings” by Zig Ziglar
- Make customers “heroes” in their organizations
The document provides an overview of ABM maturity curves and metrics. It discusses moving from good to great marketing by progressing along maturity curves for targeting, engaging, activating, and measuring accounts. It emphasizes the importance of focusing on the right accounts and identifying key personas within accounts. The document also shares examples of ABM program metrics from 2018 and 2019 for a company, showing a shift to more personalized outreach and segmented messaging, and an improved ability to track impact metrics.
#FlipMyFunnel Atlanta 2016 - Bill Kent & Troy O'Bryan - What's Working With A...#FlipMyFunnel
This document discusses strategies for account-based marketing (ABM) content and engagement. It provides examples of personalized assessments that can be used to start conversations with target accounts, highlighting problems the accounts may face and customizing the discussion based on each account's profile. It also outlines principles for creating irresistible content, such as focusing on market problems and emotional drivers, personalizing engagement after initial responses, and iterating content based on measurement.
B2B Mega Trends: Evolution Drives RevolutionUberflip
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.
#FlipMyFunnel Atlanta 2016 - Joe Mckenna & Eileen Chow - 5 Hacks for Getting ...#FlipMyFunnel
Jow Mckenna and Eileen Chow presented "5 Hacks for Getting Down and Dirty with Data: How Evergage Uses Synthio" at the #FlipMyFunnel Atlanta 2016 conference
Are you underutilizing email marketing and marketing automation? The chances are that you're only scratching the surface of what's possible. The customer lifecycle should be your primary focus when looking to communicate with your customers and you need to map out the key touchpoints to effectively target customers with relevant messages and offers.
99% of retailers are merely doing the basics with email marketing automation. In this webinar, Philip Storey, Founder and CEO of Enchant Agency, will show you how to kick-start your customer lifecycle with email and help you become one of the 1% winning at email marketing.
You’ll learn:
The fundamentals of the customer lifecycle
Why email marketing is still the most effective channel for nurturing customer relationships
The importance of really listening to your customers
How to map out your customer lifecycle for email
How to create new interactions that generate revenue and improve the customer experience
Great lifecycle email examples from top brands across different industries
The Step-by-Step Path to a High-Converting Customer Retention Program Talia Wolf
In this webinar we discuss the step-by-step path to a high-converting customer retention program . We discuss:
1. The psychological reasons people buy the same things again and again (and how to make it work for you)
2. The 3 pillars of a successful retention strategy
3. Tested & Proven Tactics for increasing Retention
Agile marketing is a self-organizing process that provides maximum value to users through prioritization, transparency, predictability, and accountability. An agile marketing team is cross-functional, typically consisting of 5-9 members from roles like social media, writing, design, and analytics. The process focuses on rapidly delivering value to customers through short development cycles called sprints, where teams work through a backlog of user stories to deliver features.
Opticon 2015-The Power of Empathy in Driving ConversionOptimizely
Featuring speakers from FunnyBizz, Elevated
Rachman Blake, Co-Founder, FunnyBizz
Keith Lovgren, Director of Conversion Rate Optimization, Elevated
Talia Wolf, CEO and Founder, Conversioner
Moderated by: Cara Harshman, Content Marketing Manager, Optimizely
Do your digital experiences convey your unique value proposition? What about creating customer delight with humor and wit? Learn how to cut through the noise and create meaningful audience connections that drive conversions.
How to Rally Around the Customer and Skyrocket Growth with Slack and AutopilotAutopilot
Watch the webinar replay: http://flightschool.autopilothq.com/video/rally-around-the-customer-slack-webinar/
Try Autopilot free for 30 days: https://autopilothq.com/free-trial.html
If the hockey stick growth of companies like Slack tells us anything, it’s that companies who put the customer experience first are benefiting from word-of-mouth referrals, high organic growth rates, loyal raving fans, and long-term financial success. To help companies grow faster and be more successful, the role of marketing is shifting from simply driving inbound and outbound awareness into taking responsibility for the entire customer journey.
In this webinar, customer experience experts from Autopilot, Slack and VentureBeat will share essential steps in conquering the customer journey, the role of automation, how to build more meaningful customer feedback loops and how to drive customer and company growth through transparency and responsiveness.
What you'll learn:
-The essential components of providing an end-to-end customer experience
-The data you should be capturing and how it should be communicated
-How to track marketing performance and important milestones (and reduce inbox clutter)
-How to collect customer feedback in real-time and act quickly on new user challenges
-How to focus on user adoption and product engagement
-How to build better cross team alignment and internal communications to enhance the customer experience
Rue La La optimized its testing processes by spreading A/B testing across the organization and keeping things organized. It established regular processes for submitting testing ideas, tracking results, and sharing learnings. This helped scale testing efforts and drive more optimizations. Atlassian evolved its growth initiatives from a centralized team to embedding growth capabilities on product teams. This incubation model focuses teams on user growth targets while the central team supports and accelerates their efforts. Both companies learned the importance of experimenting, tracking learnings, and collaborating across teams to effectively scale optimization work.
Simplify Customer Success With Closed-Loop PlaybooksAmity
If the most recent customer fire attracts the majority of your time and attention, don’t miss this webinar.
It’s Monday morning, you started your day off on a strict schedule but when a major customer issue arises, you find that any structure you had, has all gone out the window. It's the feeling of being powerless. Sadly, it’s the same old story, the most recent fires attract the majority of your time and attention, rather than addressing problems for customers who have the biggest impact.
How are you supposed to manage with that kind of unpredictability?
Fear not, in this webinar you will learn how to simplify customer success with closed-loop playbooks using Amity.
Marketing on Budget for b2b Organisations by Sudhakar S Marthi , Zoho Corpora...TechXpla
www,techxpla.com ; Welcome to TechXpla webinar slides. Here Ajit Joshi Of Techxpla & Mr Sudhakar S Marthi Vice President -- Global Vice President Zoho Corporation will be discussing about Tools and Technics to aquire customers . This will also list Zoho's value proposition and attractive nature of its pricing.
Ali Noel is going to help you create your video strategy. Ali leads Wistia's customer success program, which aims to form delightful partnerships with customers and ensure they're achieving hardworking video goals through the optimization of Wistia's product. In addition to being users of the HubSpot Marketing product and CRM, Ali and her team work with customers to leverage both HubSpot and Wistia together in efforts throughout all stages of the funnel. She also leads teams on video marketing trainings, including HubSpot, and several of Wistia's agency partners.
Neil Patel - 7 New Growth Hacks to Skyrocket Your Business in 2017 at HUG 2017SD Inbound Marketing
This document outlines 7 growth hacks for skyrocketing a business in 2017 according to Neil Patel. The hacks include: 1) Focusing on converting visitors who say no initially, 2) Using webinars to sell with signup to follow up sequences, 3) Integrating location data to personalize the experience, 4) Optimizing checkout pages to reduce abandonment, 5) Asking customers to help market the business, 6) Increasing search rankings through branded keyword queries, and 7) Adding countdown timers to emails to create urgency. Implementing these hacks led to increased traffic, sales, and email conversions in Neil Patel's case studies.
Featuring speakers from Peninsula Strategies
Robbie Kellman Baxter, President & Author of The Membership Economy, Peninsula Strategies
In the Membership Economy, no one product is as important as the ongoing relationship with your customer. Access trumps ownership, relationships take priority over transactions and communication is multidirectional and transparent. What does this massive transformational trend mean for your company? Join Robbie Kellman Baxter, author of the Amazon #1 Hot New Release The Membership Economy: Find Your Superusers, Master the Forever Transaction and Build Recurring Revenue. You'll learn how to turn digital subscriptions into forever sales, why retention is the new acquisition, and the difference between rewards programs and loyalty programs and why it matters. This interactive session is guaranteed to inspire new ideas and provide opportunities for reflection and practical implementation.
Growth Marketing: Secrets for Fueling Bottom-Line RevenueLotus Growth
Growth marketing is the practice of using data and agility to drive revenue.
This prescriptive guide solves the most pressing growth challenges with proven B2B marketing and demand generation strategies. With it, you will connect the dots from current reality to future company vision.
We give you the direction and context to optimize the marketing and sales funnel, and explain how to make incremental changes to uncover areas where your company is losing money. Next, we explore the strategies to scale programs that are producing the most leads in target and impacting bottom-line revenue.
How to Become an Account-Based Marketing SuperheroSangram Vajre
The document outlines an agenda for a live broadcast on how to become an ABM superhero. It includes presentations by representatives from Terminus and SOASTA on defining ABM, assembling an ABM team, identifying target accounts, and an example ABM campaign case study that led to improved marketing results. Resources mentioned include the Terminus ABM platform, an ABM blueprint ebook, and taking questions from the audience.
7 Strategies for Account-Based Marketing with SalesforceSangram Vajre
Presented at Dreamforce '17 by Terminus Co-Founder & CMO, Sangram Vajre, author of "Account-Based Marketing for Dummies" and founder of the #FlipMyFunnel movement transforming B2B marketing and sales. Learn the basics of ABM and seven practical strategies for demand generation, sales pipeline velocity, and customer marketing.
#FlipMyFunnel with Account-Based MarketingSangram Vajre
Presented at Dreamforce 2016 at InsideView's Open Lounge, #FlipMyFunnel with Account-Based Marketing by Sangram Vajre, Terminus Co-Founder and CMO, discusses how to take an ABM approach to ramp up B2B demand generation, sales velocity, and improve closed-won rates.
The Blueprint to Account-Based Marketing (Webinar)Sangram Vajre
Featuring Julia Stead, Director of Demand Generation at Invoca, and Jim Hopkins, Product Marketing Manager at Salesforce, learn how they followed the #FlipMyFunnel model for account-based marketing to do ABM at scale.
Orchestrating Account-Based Marketing with Advertising, Content & Direct MailSangram Vajre
Account-based marketing is a proven strategy for growing revenue for B2B organizations. Ultimately, it's about delivering the right content, on the right channel, to the contacts in your target accounts. In this presentation, learn how best-in-class B2B marketing teams are doing ABM orchestration using advertising, content and direct mail.
How to Deliver Account-Based Insights: ABM Summer Camp Webinar SlidesTerminus
Learn how to build complete account and contact profiles, then use this data to empower your marketing and sales teams to make more informed decisions.
This webinar was presented live on June 20, 2018 as part of Terminus' ABM Summer Camp webinar series.
Webinar speakers:
Jamie Walker, Head of Marketing at Synthio
Allie Butters, BrightFunnel Marketing Manager at Terminus
Torrey Dye, Director of ABM at Terminus
7 Account-Based Marketing Strategies Every Marketer Must MasterTerminus
According to SiriusDecisions, 90% of B2B marketers say ABM is at least very important, yet less than 20% of practitioners have implemented ABM. Learn the 7 basic strategies of Account-Based Marketing covering the entire buyer / customer journey and including details on the right metrics, tactics, and expected benefits of each.
It's a new era for B2B marketers to be brave and deliver great impact on revenue! Marketers are taking charge of selecting target accounts, delivering insights to sales, driving deep engagement with target accounts, and changing the way world-class B2B revenue teams measure success.
In this session, you'll learn 10 key lessons for success with ABM. Hosted by Sangram Vajre, Co-Founder & CMO at Terminus, Founder of #FlipMyFunnel, and author of "Account-Based Marketing For Dummies," session attendees will learn how to make the ABM dream a reality.
#FlipMyFunnel Boston 2016 - Sangram Vajre - Top 5 Takeaways from "Account-Bas...#FlipMyFunnel
The document discusses the top 5 takeaways from the book "Account-Based Marketing For Dummies". The takeaways are: 1) Warming up accounts by targeting the best fit accounts and personalizing the buyer's journey, 2) Creating pipeline velocity by moving accounts through the buyer's journey quickly, 3) Keeping momentum with accounts once in the pipeline, 4) Not trying to do everything and instead focusing on a few key activities, and 5) Having a "10X mindset" to go above and beyond for accounts.
10 Lessons from Account-Based Marketing SuccessSangram Vajre
Account-based marketing (ABM) might sound easy but it's hard to operationalize it. Here are the 10 lessons I have learned from doing and seeing others do ABM at scale.
The First Steps to Successful Account-Based MarketingSangram Vajre
From Dreamforce 2016, Terminus CMO & Co-Founder, Sangram Vajre, presents with Jim Hopkins, Sr. Product Marketing Manager at Salesforce Data.com, on how to get started with account-based marketing by taking the #FlipMyFunnel approach: Identify, Expand, Engage, Accelerate, then Measure.
How to use Uberflip & Terminus to fuel your ABM strategyUberflip
Watch this behind-the-scenes webinar of how Uberflip and Terminus users power their integration to build ABM campaigns that win. Gain perspective on the organizational infrastructure needed for account-based marketing to work, as well as how you can use content to drive your ABM cadence.
It’s time to move away from the traditional demand gen tactics with a focus on pure volume and towards a targeted approach. And who to learn it best than from both Uberflip and Terminus’ internal ABM champions? They will be diving deep into the nitty gritty platform pluses that drive their key account engagement.
You’ll discover strategies and tips to:
Use your existing buyer personas to hyper-target your key - accounts like nobody’s business
Leverage content into your ABM plays and engage like a boss
Personalize your B2B account based advertising at scale
#FlipMyFunnel Marketing Leadership Training Workshop 3.22.2017#FlipMyFunnel
This document summarizes a presentation on account-based marketing strategies. It discusses identifying the best fit accounts and decision makers within those accounts in order to focus marketing and sales efforts. It emphasizes engaging the right people with the right content through the right channels. Finally, it covers measuring the impact of account-based marketing efforts through metrics like engagement, conversion, opportunity size, win rate and pipeline. The overall message is that account-based marketing requires a strategic, targeted approach focused on the accounts and individuals that will provide the highest impact and returns.
Account-Based Marketing: How to Operationalize ABM and Win as One Revenue TeamPeter Herbert
When Account-Based Marketing programs falter, it’s usually for two reasons: 1). Operationalizing ABM through new systems, tech, processes, training, and metrics can be hard, 2). Alignment between sales, marketing, and the CEO can be elusive. In this session, two revenue teams will tell true tales of ABM transformation, results, and unity between sales and marketing that won over their CEOs and boards.
ABM and Marketo champions Kristen Wendel and Peter Herbert will be joined by their revenue partners from sales to share their “One Team” results and explain how to:
- Build the systems needed to create an account-based revenue machine
- Create one ABM scorecard for sales and marketing
- Identify and prioritize the accounts most likely to buy with Fit+Intent+Engagement
- Train your teams to execute ABM
- Clear the roadblocks that MUST be removed to succeed with One Team ABM
- Unify sales and marketing with ABM, and get your CEO on board too!
Crawl, Walk, Run with Account-Based MarketingSangram Vajre
How do you get started with account-based marketing, then fully execute ABM at scale? In this webinar, Sangram Vajre from Terminus teamed up with Dialpad, LookBook HQ, and Lattice Engines to discuss the steps for successful ABM campaigns.
"Expanding Your Reach in Target Accounts," a presentation by Tonni Bennett, VP of Sales at Terminus, and Stephanie Kelly, Director of Marketing Operations at Terminus, from Revenue Summit 2017 #RevSummit 17
One common challenge B2B companies face with account-based marketing is finding enough contacts within their target accounts. In this session, Tonni and Stephanie will share their secrets to expanding Terminus’ reach to connect with not just the contacts in our database, but with other key stakeholders within those target accounts. They’ll also explain in detail how our sales and marketing teams work together and leverage ABM technology to run account-based demand generation, sales pipeline, and customer marketing campaigns.
[Future of ABM Webinar Series] Mission 5: Using Intent and Fit for Full-Funne...Engagio
Need to create predictable and repeatable growth? A data-driven approach can help! Join Everstring, RollWorks, and Engagio in this presentation to understand how a data-driven ABM strategy can help you meet your pipeline and revenue goals for both new business and customers. We’ll discuss how data and account insights can be leveraged to help you run effective, personalized ABM programs.
You'll discover how to:
— Operationalize ABM with intent and fit data
— Run ABM campaigns targeted at buyers throughout the customer lifecycle
— Target and prioritize the accounts that matter
Check out our webinar series space flight program! This webinar is Mission 5 of the Future of ABM 5-part webinar series where we discuss the new trends shaping the future of ABM! This series features thought leaders who will help you stay ahead of the ABM curve and give you tips to enable the 1:1 reality. Learn More: https://www.engagio.com/future
This webinar was conducted in partnership with Wpromote and #FlipMyFunnel. The idea is how ABM and Inbound Marketing can peacefully co-exist together. It doesn't have to be all or nothing.
This document provides a summary of Navah Hopkins' presentation at the Utah Digital Marketing Collective on unlocking ROI from any budget. The presentation covered:
1) Questions to ask clients to establish a performance baseline, such as which parts of the business are most valuable and if leads are equal.
2) Common causes of poor performance related to inadequate budgets, including wasted spend, budgets not aligned with campaign structures, and losing impression share to rank.
3) Strategies for getting the most out of an existing budget, including adjusting bids and targets, prioritizing high-value areas, and exploring alternative platforms like Bing.
4) Signs an account is performing well and winning, and questions
This document summarizes the welcome and agenda for the January 15, 2020 Utah Digital Marketing Collective event. It introduces Darin Berntson as the president of the board and lists the other board members. The agenda includes announcements from two presenters, Jesse Semchuck and Jeff Allen, as well as a Q&A session with both presenters. The document provides details on upcoming events, membership benefits and how to get involved in the Utah DMC community through their Slack channel or by using the #UTAHDMC hashtag. It also lists sponsorship opportunities and thanks attendees for joining.
The document summarizes the agenda and activities for a Utah Digital Marketing Collective (UTAHDMC) event on November 20, 2019. It includes:
- Welcome messages from the UTAHDMC President and board members.
- The event agenda which features presentations from Emma Franks and Andrea Cruz, as well as a Q&A session.
- Announcements about upcoming events, membership benefits, jobs, and opportunities to network and get involved in the UTAHDMC community.
The document summarizes two presentations given at a Utah Digital Marketing Collective event on October 16, 2019. The first presentation by Adam Bridegan of Rhone discussed strategies for Black Friday 2019, emphasizing the need to be proactive rather than reactive. He suggested exploring new advertising channels, optimizing websites, investing in video, and continuously testing campaigns. The second presentation by Pierson Krass of Lunar Solar Group addressed how to succeed with digital advertising as costs rise. He stressed the importance of continuous testing, bringing new content into campaigns frequently, and using data to make decisions.
This document summarizes a presentation given to the Utah Digital Marketing Collective (#UTAHDMC) on September 18, 2019. The presentation included two speakers:
Duane Brown discussed how to create high-converting landing pages by connecting the page to the brand, understanding that people are not rational decision makers, conducting customer research, writing effective copy, and designing the layout.
Frederick Vallaeys then spoke about how automation and machine learning are changing pay-per-click (PPC) marketing. He argued that humans will still play important roles as "PPC doctors" to prevent bad interactions, "PPC pilots" to monitor automations, and "PPC teachers" to provide business
Cory Henke
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
The only constant in our industry is change, and what I have seen change more than anything is our consumption of media specifically on mobile within platforms. In our session, we will explore organic and paid strategies as well as case studies via PowerBI dashboards custom-built for the Utah DMC. Moreover, we will take a look at creative, primarily vertical and similar to previous presentations we will compare, contrast, and evaluate data insights that uncover a story about human behavior.
Session takeaways:
Organic & Paid Instagram Strategies & Implementation
The value of data analysis and dashboard visualization
A deeper understanding of the value of Instagram and capability for building a brand
Audience development & retargeting strategies
Dennis Yu
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Double your remarketing conversion rates, turn Facebook into your PR machine, make your company look way bigger than it is, get your way effortlessly in that customer service problem, get the job you want, or drive awareness of a new product.
You don't have to be a programmer, have a big budget, or have a lot of marketing experience. This is about using the "dollar a day" technique to make Facebook work for you. Also known as the "influence the influencer" or "Inception" approach, these 6 phases are evergreen, meaning you can let them run forever.
In this session, we will share examples of applying these techniques and the strategy behind them.
Susan Wenograd
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
When someone discovers a new method to reach an audience, everyone starts doing the same thing and oversaturates the audience. We should not be pounding the bottom of the funnel with the hard sell. We have to change what we have been doing in the past.
Learn how to approach creating effective Facebook ad funnels. This session will be filled with actionable content that will help you change what you've been doing for the better.
Marcus Sheridan
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Studies have shown that by the year 2019, 80% of all content consumed online will be video-based content. With such a dramatic trend, what is your business or organization doing to not only meet the demands of today's buyer but to also stay ahead of the marketplace and be prepared for what is next? In this action-packed keynote, Marcus Sheridan will show powerful stories of how B2B and B2C companies are using video to not only build their brand but significantly drive sales and marketing revenue in the process. Sheridan will also discuss exactly how any organization, regardless of size, can develop its own culture of video and experience incredible results.
See what type of video content does and does not move the needle in terms of sales and revenue.
Discover how to integrate video into the sales process to improve closing rates while decreasing sales cycles.
Learn how to set up an in-house "media company" and engage your team in the process.
And much, much more!
This document discusses influencer marketing and how building real relationships with trusted customers can be more effective than simply paying influencers. While reach does not equal influence, influencers can act as media channels if brands empower real customers to promote their brand and support them even when that strategy does not scale. The key is developing personal relationships with consumers who are emotionally invested in the brand rather than solely financial relationships with influencers.
Robert Brady
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Go beyond SpyFu/SEMrush/iSpionage with your competitive research. This session will specifically discuss the following:
Using scripts to pull Auction Insights data automatically from Google Ads, graph it & help you easily identify major shifts in competitor behavior
Getting into competitors’ best audiences so they basically gift wrap their best stuff and send it to you
Researching your competitors Facebook advertising efforts to keep your social game on point
Tapping into the new Bing Competition tab
Level up your competitive research by attending this session.
This document summarizes Neil Patel's presentation on the future of digital marketing. Some key points include:
1) Marketing is becoming omni-channel, with different channels providing varying returns on investment. User metrics and branding will become more important than search engine rankings.
2) Personalization, such as chat and product tours, can significantly increase conversions rather than traditional tactics like popups.
3) To succeed, marketers need to continuously learn from the best in the industry through mentorship and by analyzing what high performing competitors are doing.
Michelle Morgan
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Lead generation presents different challenges than Ecommerce. The sale isn’t made in an instant on a website. We have to offer, show, and then deliver on value through a sometimes lengthy buyer journey, all while competing for our audience’s attention against distractions and competitors and also making sure they’re a good fit for our customer base. In this session, we take a step away from the keyword and bidding strategies and focus on the parts of lead generation campaigns that can help drive higher lead counts, better quality leads, and propel users through to customer.
Ian Lurie
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Marketing. Dungeons & Dragons. They aren’t that different. Seriously: Follow Ian on this quick romp through the world of role-playing games and how they teach you to be a better marketer.
Session Takeaways:
What a “niche” really looks like
Basic marketing math (what’s a click worth?)
Why return on time invested is the most important marketing metric
The best thing about marketing
Duane Forrester
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
How Machine Learning is Changing the Landscape of Search, Discovery and Engagement
Today’s consumers have more choices than ever and are less brand loyal than at any point in history. We’ll examine pivotal inflection points driven by consumers that influence search and data discovery. These directly affect what search engines rank and show in results, so you need to know what you can control and influence. Data about your business, products, and services remains one key area under-explored by most businesses, and digital knowledge management is proving to have a deep impact on consumer engagement, revenue, and business success.
Drew Breunig
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Have you ever wished you could target audiences using their behaviors in the real world, the same way you might retarget based on the websites they visit or the content they view? With location intelligence you can do exactly that. In 30 minutes we'll make a complex subject simple as we take a whirlwind tour of location data -- how it's made, how it's processed, and how it's used -- so you can start using it in your marketing tomorrow.
Session Takeaways:
Learn how a phone figures out where it is and how that data is shared
Understand what location data can and can't do, so you can decide if it's relevant to your needs
See how marketers are using location data today to increase the relevancy of their campaigns
Discovery how you can leverage this data tomorrow
Dan Gingiss
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
In this fun and engaging session, you will learn why there’s no such thing as an “offline” experience anymore, simple and inexpensive ways that companies can improve customer experience to create raving fans, and why your customers crave 1-to-1 engagement – especially in social media. You’ll see dozens of real-life examples of companies using customer experience to make the brand lovers louder than the haters, and you’ll leave inspired to do the same for your own customers.
For our June 2019 event, Search Social & Attribution, we had two fantastic speakers.
Dale Nguyen presented: Developing a Data-Driven Link Building Strategy Using Google, Competitor, & Industry Insights
Francois Goube presented: What I learned from crawling 10 billions of Pages and analyzing 5 Trillions of log lines.
For full recaps of this and past events, head on over to utahdmc.org
This document provides an agenda and notes for a Utah Digital Marketing Collective event. It includes announcements for upcoming events, a list of attendees checking in, and details of the evening's agenda. The agenda includes presentations from Mark Irvine on making search and social advertising work better together, and Simon Poulton on understanding the incremental impact of digital marketing through attribution modeling. There are also announcements about membership benefits, sponsorship opportunities, and jobs posted to the Utah DMC job board. The event is aimed at sharing knowledge and networking among digital marketing professionals in Utah.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Can you kickstart content marketing when you have a small team or even a team of one? Why yes, you can! Dennis Shiao, founder of marketing agency Attention Retention will detail how to draw insights from subject matter experts (SMEs) and turn them into articles, bylines, blog posts, social media posts and more. He’ll also share tips on content licensing and how to establish a webinar program. Attend this session to learn how to make an impact with content marketing even when you have a small team and limited resources.
Key Takeaways:
- You don't need a large team to start a content marketing program
- A webinar program yields a "one-to-many" approach to content creation
- Use partnerships and licensing to create new content assets
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
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Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
1. SLCSEM – June 21, 2017
@SangramVajre @Terminus #ABM #SLCSEM
2. Sangram Vajre
• Head of Marketing, Pardot (now Salesforce)
• Co-founder and CMO of Terminus
• Founder of #FlipMyFunnel community
• I am now an author (by accident)
@sangramvajre
Introduction
@SangramVajre @Terminus #ABM #SLCSEM
4. Less than 1% of leads become customers
Traditional metrics:
•Form-fills
•Conversion rate
•Leads & MQLs
•Lead score (i.e. individual engagement)
ABM metrics:
•Account engagement
•Account progression
•Account velocity
•Opportunities created
•Revenue
@SangramVajre @Terminus #ABM #SLCSEM
5. Target best-fit accounts
Engage more stakeholders
Accelerate marketing & sales pipeline
Easiest and fastest way to do ABM at scale
Terminus | The Solution@SangramVajre @Terminus #ABM #SLCSEM
6. Accelerate marketing and
sales pipeline at scale
Measure with account-
based attribution
Target all key decision
makers and influences
Engage them across
all digital channels
How Terminus Works
Terminus | Current Product@SangramVajre @Terminus #ABM #SLCSEM
9. Terminus 500
@terminus #ABM #FlipMyFunnel
Identify – manually selected 500 accounts using
Salesforce database and Datanyze
Expanded reach with Terminus and SDRs finding
contacts from LinkedIn and ZoomInfo
Engaged on Terminus ads, retargeting, SDR
cadence via Salesloft, personalized video with
Vidyard, and direct mail
Advocacy – leveraged personalized videos that
were shared throughout the office
Measure – Sales demos set, pipeline created,
pipeline conversion rate.
@SangramVajre @Terminus #ABM #SLCSEM
11. @terminus
EXAMPLE PLAYBOOK
The Sales & Marketing Terminus 500 Cadence
Pre-cadence: Terminus Ads
During cadence: LinkedIn and
Facebook retargeting to known
contacts
After 1st 8 days: Direct mail to
unresponsive accounts
Day 1: Personalized
video email
Day 2: Email
Day 2: Call, LVM
Day 4: LinkedIn
(Attempt to connect)
Day 6: Inmail
Day 7: Video email
(Sangram)
Day 8: Call, no VM
Day 8: Direct mail
Day 13: Call, LVM
about the package
Day 13: Email about
the package
Day 15: Video Email
Day 16: Call, no VM
Day 20: Breakup video
email
MARKETING TOUCH POINTS SALES TOUCH POINTS
#ABM #FlipMyFunnel@SangramVajre @Terminus #ABM #SLCSEM
14. Results + Lessons Learned
• 10% conversion rate to opportunities
• 20% increase in ACV (pipeline)
• Best performing SDRs had 40%
conversion rate to opportunity
@terminus #ABM #FlipMyFunnel
Next steps
• Align incentives for sales
• Smaller list sizes – run more tests
• Replicate and scale lessons from
best performing SDRs
@SangramVajre @Terminus #ABM #SLCSEM
15. ABM Playbook
Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage
ABM Strategy
(1:1, ABM Lite,
Programmatic)
Lead-Based
Strategy
(Bolt-On ABM)
Demand Gen Sales Pipeline Customer Marketing
Pre-
targeting
Renewal
& Upsell
Pipeline
Acceleration
Wake the
Dead
Account
Nurture
Lead-to-
Account
Nurture
Land &
Expand
X
@terminus #ABM #FlipMyFunnel@SangramVajre @Terminus #ABM #SLCSEM
16. @terminus
PURPOSE
Generate awareness with
cold / net-new accounts to
improve outcomes for
outbound campaigns
TACTICS
Terminus campaigns
SDR cadences
Email campaigns
Direct mail
Events
BENEFITS
Improved engagement
rates, account
penetration, and MQAs
created
KPIs
Pre-Targeting
ABM Strategy + Terminus
Demand Gen
@terminus #ABM #FlipMyFunnel
# of meetings set
% of accounts that show
engagement
# of target accounts that
attend an event or
webinar
@SangramVajre @Terminus #ABM #SLCSEM
17. @terminus
What they did →
✓ Identify target accounts via Datanyze and Redbooks
✓ Expand using Terminus, then add 2-3 contacts per account via LinkedIn
✓ Engage using Terminus with SDR outreach (LinkedIn, Salesloft, Velocify)
✓ Measure: Implemented A/B tests (Half of the accounts saw Terminus ads,
half did not)
@terminus #ABM #FlipMyFunnel
WP Engine’s Story
CASE STUDY
John Hessinger
Sr. Director,
Demand Gen &
Growth
Mike Sanchez
Sr. Director,
Acquisition Sales
@mikeasanchez
@SangramVajre @Terminus #ABM #SLCSEM
18. @terminus
Results→
✓ Engaged 93% of accounts on target list
✓ 59% increase in email open rates (from 27% to 43%)
✓ 29% increase in reply rates (from 4.9% to 6.3%)
✓ 28% increase in opportunities generated
✓ Higher quality meetings and sales kept hearing “We see you everywhere!”
@terminus #ABM #FlipMyFunnel
WP Engine’s Story
CASE STUDY
@SangramVajre @Terminus #ABM #SLCSEM
19. @terminus
PURPOSE
Engage key stakeholders
throughout account to
increase conversion to
sales pipeline
Terminus campaigns
Email campaigns
Webinars
Direct mail
Events
Retargeting
Increased engagement
throughout entire
account and accelerated
pipeline conversion
KPIs
Lead-to-opportunity
conversion rate
MQA-to-opportunity
conversion rate
Pipeline created
@terminus #ABM #FlipMyFunnel
Account Nurture
ABM Strategy + Terminus
Demand Gen
BENEFITSTACTICS
@SangramVajre @Terminus #ABM #SLCSEM
20. @terminus
Invoca’s Story
What they did →
✓ Ran campaigns on accounts they had initial
engagement with. The goal was creating new
opportunities
✓ Segment campaigns by industry with industry
specific messaging
✓ Measure: Compared opportunities created
within ABM accounts to opportunities created
in non ABM accounts
@terminus #ABM #FlipMyFunnel
CASE STUDY
JULIA STEAD
Sr. Director of Demand
Generation at Invoca
TIER
3
TIER
2
TIER
1
10-20 Focus
Accounts / Rep
@SangramVajre @Terminus #ABM #SLCSEM
21. @terminus
Invoca’s Story
What they did →
Rolled out ‘omnichannel nurturing’, a consistent set of messages across all channels, that
progress them through their path to purchase.
@terminus #ABM #FlipMyFunnel
CASE STUDY
JULIA STEAD
Sr. Director of Demand
Generation at Invoca
Direct Mail Email Display SDR outbound
@SangramVajre @Terminus #ABM #SLCSEM
22. @terminus
Invoca’s Story
Results→
✓ 200% increase in the number of opportunities created
✓ Generated 2x more pipeline
✓ 26x ROI which validated their ABM program (Terminus + PFL)
@terminus #ABM #FlipMyFunnel
CASE STUDY
@SangramVajre @Terminus #ABM #SLCSEM
23. @terminus
Deliver message beyond
the individual lead
and engage more
stakeholders in the
account
Terminus campaigns
Lead-based email
nurture
Retargeting
Expands reach of
nurture to include other
key stakeholders
Increased likelihood of
converting to opportunity
Lead-to-Account Nurture
(Bolt-On ABM)
Lead Based Strategy + Terminus
Demand Gen
@terminus #ABM #FlipMyFunnel
PURPOSE KPIs
Lead-to-opportunity
conversion rate
Pipeline created
BENEFITSTACTICS
@SangramVajre @Terminus #ABM #SLCSEM
24. @terminus
Highspot’s Story
What they did →
✓ When leads come into Marketo, the lead is
routed to an account with Full Circle
✓ The account is added to an awareness
campaign
✓ The account is scored A, B, C.
✓ ADRs work top accounts while Terminus
reaches rest of the account
✓ Lower accounts are added to nurture with
Marketo and Terminus until they reach a
better score
@terminus #ABM #FlipMyFunnel
CASE STUDY
@SangramVajre @Terminus #ABM #SLCSEM
25. @terminus
Highspot’s Story
Results →
✓ Ran campaigns on accounts they had initial
engagement with. The goal was creating new
opportunities
✓ Early results show +30% lift in opportunities created
with Terminus ads
✓ Measure: Compared opportunities created within ABM
accounts to opportunities created in non ABM accounts
@terminus #ABM #FlipMyFunnel
CASE STUDY
@SangramVajre @Terminus #ABM #SLCSEM
26. @terminus
PURPOSE
Engage wider audience of
stakeholders during sales
process to increase
pipeline velocity and win
rates
Terminus campaigns
Sales person
engagement
Field marketing
activities
Events
Shorten sales cycle,
accelerate opp
progression, and
increase closed/won
rates
KPIs
Win rates
Opportunity stage
conversion
Sales cycle length
Revenue
#ABM #FlipMyFunnel
Pipeline Acceleration
ABM Strategy + Terminus
Sales Pipeline
@terminus #ABM #FlipMyFunnel
BENEFITSTACTICS
@SangramVajre @Terminus #ABM #SLCSEM
27. @terminus
Support.com’s Story
What they did →
✓ Launched Terminus campaign focused on 25 telecommunications companies
✓ Initial Goal: Which of those accounts engaged with content?
✓ Tracked engaged accounts to prioritize for sales team for laser-focus
✓ Measured opportunities created
@terminus #ABM #FlipMyFunnel
CASE STUDY
@SangramVajre @Terminus #ABM #SLCSEM
28. @terminus
Support.com’s Story
Results→
✓ 3 opportunities created with value of $250,000 within 60 days
✓ Closed a deal from ABM campaign in 3 weeks (typical sales cycle is 6-24 months)
✓ 12 months after beginning ABM, 50% marketing influenced (previously, 100% of funnel
was sales/outbound)
@terminus #ABM #FlipMyFunnel
CASE STUDY
@SangramVajre @Terminus #ABM #SLCSEM
29. @terminus
PURPOSE
Generate pipeline by
re-engaging opportunities
that have been closed out
in the sales pipeline
Terminus campaigns
Sales person
engagement
Events
Direct mail
Webinars
Email nurture
Revives lost pipeline
which has a higher
propensity to buy
KPIs
Pipeline generated
Win rates
Revenue
Wake the Dead
ABM Strategy + Terminus
Sales Pipeline
@terminus #ABM #FlipMyFunnel
BENEFITSTACTICS
@SangramVajre @Terminus #ABM #SLCSEM
30. @terminus
Vidyard’s Story
What they did →
✓ Used Terminus to target their “Closed-Lost” opportunities
✓ Content mapping: case study
✓ Goal: Re-awaken the dead opportunities and engage with known and unknown contacts
to re-engage
✓ Measure: How many dead opportunities came back to life? And how long did it take to
get back into conversation with them?
@terminus #ABM #FlipMyFunnel
CASE STUDY
@SangramVajre @Terminus #ABM #SLCSEM
31. @terminus
Vidyard’s Story
Results→
✓ Revived over 35 different opportunities worth millions in pipeline
✓ Saw these opportunities come back to life after 30-60 days of being
in a Terminus campaign
@terminus #ABM #FlipMyFunnel
CASE STUDY
@SangramVajre @Terminus #ABM #SLCSEM
32. @terminus
Engage other divisions or
business units within an
account
Terminus campaigns
Sales outreach
Account management
Email campaigns
Direct mail
Case study
Increase revenue in
existing accounts by
targeting other divisions
with customized
messaging
Land & Expand
ABM Strategy + Terminus
Customer Marketing
@terminus #ABM #FlipMyFunnel
PURPOSE KPIs
New revenue
% of new revenue
influenced
Churn rate
BENEFITSTACTICS
@SangramVajre @Terminus #ABM #SLCSEM
33. @terminus
Terminus’ Story
What we’re doing→
✓ Targeting top few customers who we’d like to expand our reach within
✓ Examples: Dell and Salesforce
✓ Landing Page: Tells them more info about Terminus and gives them the option to chat
with our Strategic Success Manager
✓ Goal: New marketing departments learn about the partnership with Terminus and want
to run campaigns for their team as well
@terminus #ABM #FlipMyFunnel
CASE STUDY
@SangramVajre @Terminus #ABM #SLCSEM
34. @terminus
Terminus’ Story
Early Results→
✓ High engagement within these accounts
✓ A new marketing team from Salesforce reached out to us within 2 weeks to learn more
about Terminus and could need more campaigns
@terminus #ABM #FlipMyFunnel
CASE STUDY
@SangramVajre @Terminus #ABM #SLCSEM
35. @terminus
Renewal & Upsell
ABM Strategy + Terminus
Customer Marketing
@terminus #ABM #SLCSEM
Engage key decision
makers beyond user in
order to increase renewal
rates and contract value
Terminus campaigns
Sales outreach
Account management
Email campaigns
Direct mail
Improved contract value
and churn rates by
engaging the entire
account prior to renewal
PURPOSE KPIs
New revenue
% of new revenue
influenced
Churn rate
BENEFITSTACTICS
36. @terminus
Rosetta Stone’s Story
What they did→
✓ Ran a ABM campaign for a new product launch
✓ Identified a list of customers that would be a good fit for the new product and added them to a
Terminus campaign
✓ Launched this campaign 6 months ago with the goal of new opportunities being created
✓ Surrounded account with targeted content such as case studies
@terminus #ABM #FlipMyFunnel
CASE STUDY
@SangramVajre @Terminus #ABM #SLCSEM
37. @terminus
Rosetta Stone’s Story
Results→
✓ 70% increase in the number of opportunities created compared to accounts that
didn’t see Terminus ads
✓ 26% increase in web visits from accounts in Terminus campaign
@terminus #ABM #SLCSEM
CASE STUDY
45. @terminus
My wife, Manmeet
MY IMPACT
GRAPH
WIFE HEROISM
My life long
customer!
@terminus #ABM #FlipMyFunnel@SangramVajre @Terminus #ABM #SLCSEM
46. @terminus
Low
Impact
(1X)
Should 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 or birthday?”
MY IMPACT
GRAPH
WIFE HEROISM
#ABM #FlipMyFunnel@SangramVajre @Terminus #ABM #SLCSEM
47. @terminus
YOUR IMPACT GRAPH
CUSTOMER HEROISM
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Email newsletter
Nurture Programs
Blog and website updates
Analyst recommendations
In-person events
Industry or persona-based webinar
Account-based
advertising/messaging
or LinkedIn Ads
#ABM #FlipMyFunnel@SangramVajre @Terminus #ABM #SLCSEM
48. @terminus
Create your own IMPACT GRAPH
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
#ABM #FlipMyFunnel@SangramVajre @Terminus #ABM #SLCSEM
49. @terminus
Create your own IMPACT GRAPH
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
#ABM #FlipMyFunnel@SangramVajre @Terminus #ABM #SLCSEM
What if you
focused all your
efforts here?
What if you stopped
doing everything
here?