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The CMO Blueprint for
Account-Based Marketing
Why B2B Marketers Need
to Get Started with ABM
B2B Marketers Work
in Challenging Times
More People Are Involved
%%3434
of B2B buyers have increased the
number of stakeholders involved
in the purchase process.
Source: DemandGen
More People are Involved.
More People are Involved.
of B2B buyers have increased the
number of stakeholders involved in
the purchase process.
The More People Involved,
The Less Likely a Purchase
For any given sale, 7 – 20 people are involved
in the decision. As the number of people
increases, the likelihood of purchase declines.
Source: KnowledgeTree
Buyers Do More Research,
9494%%of B2B buyers conduct
some form of online
research before buying
a business product.
Source: MarketingProfs
Especially When 

Costs Are High
9090%%
For more than
of B2B buyers, the amount 

of research done depends on
price. As price increases, the
amount of research increases.
Source: SalesForce
Buyers Wait to

Come Forward
5757%%
Buyers don’t contact
suppliers directly until
of the purchase
process is complete.
Source: Corporate Executive Board
And This Trend

Will Only Continue
8080%%
By 2020,
of the buying process
will occur without any
direct human-to-
human interaction.
Source: Forrester
Buyer Expectations

Have Changed
B2B buyers expect the same range of omni-
channel options they enjoy as consumers.
4949%%
of B2B buyers prefer to use
consumer websites to make
work-related purchases.
Source: The Future of Commerce
#1
According to B2B
marketers, generating
high-quality leads is the
top challenge today.
Quality Leads Are Scarce
The #1
Challenge.
Source: IDG Enterprises
0.75%
Even Qualified Leads
Are Difficult to Close
0.75% of leads generated
become closed revenue.
Source: Forrester
When Times Are
What Do You Do?
Challenging
You Look for
Your Challenges
Solutions That Address
Solutions Like
Account-Based Marketing
What Is
Account-Based Marketing?
reliabletraditional reliabletraditional
The Account-Based Marketing
approach practices
and
B2B principles but targets

company accounts rather than

individual sales leads.
successful B2B marketing
It recognizes that
successful B2B marketing
is about speaking to a collective
business or department, not to
isolated individuals.
marketingsales
Account-based marketing

requires a close collaboration

and alignment of
and marketingsales …
to create highly engaging,
personalized interactions 

that today’s decision makers

have come to expect.expect.expect.
…
Account-based 

marketing is not a
‘one and done’‘one and done’
campaign or tactic.
It’s a business 

philosophy and strategy, 

and it’s always
turned onturned on
for an account.
66 Foundational PillarsFoundational Pillars
Get Started with the
Account-Based Marketing.of
Flip the 

Funnel
11
Traditionally, prospects begin
at the top of the buyer journey
and move down to the bottom.
Flip the 

Funnel
11
With account-based
marketing, you flip the
funnel on its head.
IDENTIFY
EXPAND
ENGAGE
ADVOCATE
Source: © Account-Based Marketing For Dummies
Identify the Best
Fit Accounts
22
Find and engage the right
companies so that resources
aren’t used on prospects that
will not become customers.
Expand Contacts
Within an Account
33
Build relationships with
multiple people within an
account. Remember, business
decisions are made by more
than one person.
Engage Accounts
on Their Terms
44
Engage contacts on 

the channels where 

they’re most active with 

the messages and 

content they want.
Create Customer

Advocates
55
Leverage customer
relationships to create
brand champions and
authentic advocates.
Measure

Success
66
With account-based marketing,
measurement focuses on
performance indicators that 

evaluate success at 

the account level.
Transform Your Business with
Account-Based MarketingAccount-Based Marketing
of marketers say account-based
marketing has higher ROI than
other marketing activities.
97%97%
Source: Marketo
of marketers say account-based 

marketing provides significant benefits 

to retain and expand client relationships.
85%85%
Source: Alterra Group
of B2B marketers say account-

based marketing is either very or 

extremely important…
90%90%
But while
Source: SiriusDecisions
of practitioners have implemented

Account-Based Marketing strategies.
20%20%
Less than
Source: SiriusDecisions
Launch and Accelerate
Account-Based MarketingAccount-Based Marketing
with These Tools
Get the Book that Explains
Account-Based MarketingAccount-Based Marketing
Step-by-Step
It’s the first-ever
ABM book. It’s for
beginners, experts
and everyone 

in-between.
Click here to

learn more.
Get the Book that Explains
Account-Based MarketingAccount-Based Marketing
Step-by-Step
It’s the first-ever
ABM book. It’s for
beginners, experts
and everyone 

in-between.
Evaluate Your Existing
Account-Based MarketingAccount-Based Marketing
Tech Eco-System for
Determine which
resources to buy,
replace or repurpose
to create a best-in-
class ABM stack.
Evaluate Your Existing
Account-Based MarketingAccount-Based Marketing
Tech Eco-System for
Determine which
resources to buy,
replace or repurpose
to create a best-in-
class ABM stack.
Click here to

learn more.
Build Your Complete
Account-Based MarketingAccount-Based Marketing
Technology Solution
Align technology 

to the core
components of
your ABM strategy.
Build Your Complete
Account-Based MarketingAccount-Based Marketing
Technology Solution
Align technology 

to the core
components of
your ABM strategy.
Click here to

find out how.
Get to Know

Sangram Vajre
Get to Know 

Sangram Vajre
Sangram Vajre has quickly built a
reputation as a leading mind 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.
Click here to follow
Sangram on Twitter.

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The CMO Blueprint for Account-Based Marketing

  • 1. The CMO Blueprint for Account-Based Marketing Why B2B Marketers Need to Get Started with ABM
  • 2. B2B Marketers Work in Challenging Times
  • 3. More People Are Involved %%3434 of B2B buyers have increased the number of stakeholders involved in the purchase process. Source: DemandGen
  • 4. More People are Involved. More People are Involved. of B2B buyers have increased the number of stakeholders involved in the purchase process. The More People Involved, The Less Likely a Purchase For any given sale, 7 – 20 people are involved in the decision. As the number of people increases, the likelihood of purchase declines. Source: KnowledgeTree
  • 5. Buyers Do More Research, 9494%%of B2B buyers conduct some form of online research before buying a business product. Source: MarketingProfs
  • 6. Especially When 
 Costs Are High 9090%% For more than of B2B buyers, the amount 
 of research done depends on price. As price increases, the amount of research increases. Source: SalesForce
  • 7. Buyers Wait to
 Come Forward 5757%% Buyers don’t contact suppliers directly until of the purchase process is complete. Source: Corporate Executive Board
  • 8. And This Trend
 Will Only Continue 8080%% By 2020, of the buying process will occur without any direct human-to- human interaction. Source: Forrester
  • 9. Buyer Expectations
 Have Changed B2B buyers expect the same range of omni- channel options they enjoy as consumers. 4949%% of B2B buyers prefer to use consumer websites to make work-related purchases. Source: The Future of Commerce
  • 10. #1 According to B2B marketers, generating high-quality leads is the top challenge today. Quality Leads Are Scarce The #1 Challenge. Source: IDG Enterprises
  • 11. 0.75% Even Qualified Leads Are Difficult to Close 0.75% of leads generated become closed revenue. Source: Forrester
  • 12. When Times Are What Do You Do? Challenging
  • 13. You Look for Your Challenges Solutions That Address
  • 16. reliabletraditional reliabletraditional The Account-Based Marketing approach practices and B2B principles but targets
 company accounts rather than
 individual sales leads.
  • 17. successful B2B marketing It recognizes that successful B2B marketing is about speaking to a collective business or department, not to isolated individuals.
  • 18. marketingsales Account-based marketing
 requires a close collaboration
 and alignment of and marketingsales …
  • 19. to create highly engaging, personalized interactions 
 that today’s decision makers
 have come to expect.expect.expect. …
  • 20. Account-based 
 marketing is not a ‘one and done’‘one and done’ campaign or tactic.
  • 21. It’s a business 
 philosophy and strategy, 
 and it’s always turned onturned on for an account.
  • 22. 66 Foundational PillarsFoundational Pillars Get Started with the Account-Based Marketing.of
  • 23. Flip the 
 Funnel 11 Traditionally, prospects begin at the top of the buyer journey and move down to the bottom.
  • 24. Flip the 
 Funnel 11 With account-based marketing, you flip the funnel on its head. IDENTIFY EXPAND ENGAGE ADVOCATE Source: © Account-Based Marketing For Dummies
  • 25. Identify the Best Fit Accounts 22 Find and engage the right companies so that resources aren’t used on prospects that will not become customers.
  • 26. Expand Contacts Within an Account 33 Build relationships with multiple people within an account. Remember, business decisions are made by more than one person.
  • 27. Engage Accounts on Their Terms 44 Engage contacts on 
 the channels where 
 they’re most active with 
 the messages and 
 content they want.
  • 28. Create Customer
 Advocates 55 Leverage customer relationships to create brand champions and authentic advocates.
  • 29. Measure
 Success 66 With account-based marketing, measurement focuses on performance indicators that 
 evaluate success at 
 the account level.
  • 30. Transform Your Business with Account-Based MarketingAccount-Based Marketing
  • 31. of marketers say account-based marketing has higher ROI than other marketing activities. 97%97% Source: Marketo
  • 32. of marketers say account-based 
 marketing provides significant benefits 
 to retain and expand client relationships. 85%85% Source: Alterra Group
  • 33. of B2B marketers say account-
 based marketing is either very or 
 extremely important… 90%90% But while Source: SiriusDecisions
  • 34. of practitioners have implemented
 Account-Based Marketing strategies. 20%20% Less than Source: SiriusDecisions
  • 35. Launch and Accelerate Account-Based MarketingAccount-Based Marketing with These Tools
  • 36. Get the Book that Explains Account-Based MarketingAccount-Based Marketing Step-by-Step It’s the first-ever ABM book. It’s for beginners, experts and everyone 
 in-between.
  • 37. Click here to
 learn more. Get the Book that Explains Account-Based MarketingAccount-Based Marketing Step-by-Step It’s the first-ever ABM book. It’s for beginners, experts and everyone 
 in-between.
  • 38. Evaluate Your Existing Account-Based MarketingAccount-Based Marketing Tech Eco-System for Determine which resources to buy, replace or repurpose to create a best-in- class ABM stack.
  • 39. Evaluate Your Existing Account-Based MarketingAccount-Based Marketing Tech Eco-System for Determine which resources to buy, replace or repurpose to create a best-in- class ABM stack. Click here to
 learn more.
  • 40. Build Your Complete Account-Based MarketingAccount-Based Marketing Technology Solution Align technology 
 to the core components of your ABM strategy.
  • 41. Build Your Complete Account-Based MarketingAccount-Based Marketing Technology Solution Align technology 
 to the core components of your ABM strategy. Click here to
 find out how.
  • 42. Get to Know
 Sangram Vajre Get to Know 
 Sangram Vajre Sangram Vajre has quickly built a reputation as a leading mind 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. Click here to follow Sangram on Twitter.