The document discusses the concept of an "authenticity curve" with three stages - from transactions/leads to accounts to customer-centric engagement. It presents the idea that marketing value is defined by sales, and companies should focus on serving current and potential customers authentically. The three stages of the authenticity curve are described as moving from status quo activities like emails and forms to more engaged activities like conversations and messaging, and finally to customer-focused activities like contracting and upselling through authentic care and impact.

1. AUTHENTICITY CURVE
SANGRAM VAJRE
How To Engage Your Customer and Future Customers, Better
THE

2. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Brutal
Truth
3 Stages
of the
Authenticity
Curve
How do you
practice
Authenticity?
@sangramvajre #FlipMyFunnel #ABM

3. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
BRUTAL TRUTH
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4. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
In B2B, the value of Marketing is
defined by _______
@sangramvajre #FlipMyFunnel #ABM

5. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
In B2B, the value of Marketing is
defined by Sales
@sangramvajre #FlipMyFunnel #ABM

6. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
AGREE OR DISAGREE?
@sangramvajre #FlipMyFunnel #ABM

7. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
“Account-based marketing” is here to stay!
@sangramvajre #FlipMyFunnel #ABM

8. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
ABM is B2B
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9. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Authenticity-Based Marketing
noun
1. The business philosophy of expressing courage and empathy.
Sangram’s ABM Dictionary
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10. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
3 STAGES
OF THE
AUTHENTICITY CURVE
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11. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
The Authenticity Curve
TRANSACTIONS
>> Leads
LEVEL OF ENGAGEMENT
Volume
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AUTHENTICITY

12. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
2000
Email
2005
Marketing
Automation
2010
Predictive
2015 & Beyond
ABM
Less than 1% leads turn into customers
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13. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Stage 1: Transactions (leads)
LinkedIn Calls EmailForm-fill
F R O M S T A T U S Q U O T O A U T H E N T I C I T Y
STATUS QUO
AUTHENTICITY
@sangramvajre #FlipMyFunnel #ABM

14. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
The Authenticity Curve
TRANSACTIONS
>> Leads
ALLBOUND
>> Accounts
LEVEL OF ENGAGEMENT
Engagement is the
new measurement.
Volume
@sangramvajre #FlipMyFunnel #ABM
AUTHENTICITY

15. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Lead-Based Funnel Account-Based Funnel
Allbound
Allbound >> Accounts
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16. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Allbound >> Accounts
Demand Gen
Customer Marketing
Pre-
targeting
Account
Nurture
Lead-to-
Account
Nurture
Pipeline
Acceleration
Wake the
Dead
Renewal
& Upsell
Land &
Expand
Net New Interest Opportunity Dead Opp Renewal & ExpansionBuying Stage
Lead-Based
Strategy
ABM
Strategy
Sales Pipeline
@sangramvajre #FlipMyFunnel #ABM

17. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Stage 2: Allbound (accounts)
Direct Mail Conversations VideoAds
F R O M S T A T U S Q U O T O A U T H E N T I C I T Y
STATUS QUO
AUTHENTICITY
@sangramvajre #FlipMyFunnel #ABM

18. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
The Authenticity Curve
TRANSACTIONS
>> Leads
ALLBOUND
>> Accounts
ONETEAM
>> Customer-Centric
LEVEL OF ENGAGEMENT
Engagement is the
new measurement.
Volume
You only serve customers
And future customers.
@sangramvajre #FlipMyFunnel #ABM
AUTHENTICITY

19. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Customer-Centric >> OneTeam
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20. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
ABM OneTeam Scorecard
Measure conversion through the account-based funnel
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21. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
Stage 3: Customer-Centric (OneTeam)
Upselling or Cross Selling Signing Contracts CustomersCompany-Focused Messaging
F R O M S T A T U S Q U O T O A U T H E N T I C I T Y
STATUS QUO
AUTHENTICITY
@sangramvajre #FlipMyFunnel #ABM

22. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
The Authenticity Curve
TRANSACTIONS
>> Leads
ALLBOUND
>> Accounts
ONETEAM
>> Customer-
Centric
LEVEL OF ENGAGEMENT
Engagement is the
new measurement.
Volume
You only serve customers
And future customers.
How
much
do you
really
care?
@sangramvajre #FlipMyFunnel #ABM
AUTHENTICITY

23. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
SO LET’S REMEMBER…
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24. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
In B2B, the value of Marketing is
defined by Sales
@sangramvajre #FlipMyFunnel #ABM

25. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @sangramvajre #FlipMyFunnel #ABM
determined by _________
In life, your impact is

26. #FlipMyFunnel 2018 B2B Sales and Marketing Conference @sangramvajre #FlipMyFunnel #ABM
In life, your impact is
determined by Your Authenticity

27. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
HOW DO YOU PRACTICE
AUTHENTICITY?
@sangramvajre #FlipMyFunnel #ABM

28. THANK YOU!
In the spirit of authenticity, directly connect with me as human:
404.944.8665Sangram.Vajre@terminus.com@SangramVajre
FOLLOW ME EMAIL ME TEXT ME

29. #FlipMyFunnel 2018 B2B Sales and Marketing Conference
CONGRATULATIONS TO OUR WINNERS!
Best Pipeline
Acceleration Campaign
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Leader
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Marketing Program
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Campaign at Scale
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Generation Campaign
ABM “Up and Comer”
Sigstr
Marketing Team
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SalesLoft
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Fuze
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and Breanna Gaul
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