A recent article by Matt Sanatore, Research Director at SiriusDecisions, highlighted the fact that over the past twelve months, account-based marketing (ABM) generated enough global search traffic to warrant its first appearance on Google Trends. But the reality is, there is more to ABM than just display advertising. In this session, we will walk through simple account-based marketing strategies you can implement today to create air cover for your sales team, wake dead leads, grow your SMB faster, double down on events and turn your email marketing programs into account-based nurturing on-the-fly.

1. t
5 Refreshingly Awesome
Account-Based Marketing
Strategies Revealed

3. Co-Founder and CMO, Terminus
Head of Marketing at Pardot, Salesforce
Sangram Vajre
I live on Twitter - @sangramvajre

4. Why Do I Need
Account-Based
Marketing?

5. 1,876
98%

6. Where
do I
start?

7. Awareness
Start broad - Everyone is a target
Interest
Spend more money to qualify
Consideration
Call. Email. Call. Email…
Purchase
Thank God, they didn’t know our
competitors 

8. What’s
wrong?

9.  Email Nurturing
 Constant Calling

10. X Not on Mary’s terms
X Not just Mary

12. Lead Based
People as numbers
Broad at the top
and narrow at the
bottom

13. #FlipMyFunnel
Its Personal

14. Identify
Start with the best-fit
Expand
Focus on people in same roles
Engage
Right Content, Right Channel
Advocate
Turn Customers into fans

15. Account based
Start with the end in
mind
Map tools to strategies

16. Vs.

17. Poll Question:
Now that you can clearly see the difference between Traditional Lead
Based Funnel and Customer Experience Funnel, if you were start over,
which funnel would you prefer?
(A) Traditional Lead Based Funnel
(B) Customer Experience Funnel

18. 5
#FlipMyFunnel
Account-Based Marketing
Strategies

19. Awareness Among Named Accounts
Identified a list of target companies with your sales counter part
and get your message in front of your customers in every way
possible. Can this drive greater alignment and results?

20. Put Nurturing “On Steroids”
Imagine turning you email campaigns into
account-based campaigns on the fly. What will
that do to your pipeline numbers?

21. Wake The Account And Not Just A Lead
Marketers spend so much time and money on getting
leads but only a few convert into opportunities. What if you
can find a new champion in your target company?

22. Follow-up on the entire account for the next 90
days instead of just contacts and leads that you
scan. Will the power of account targeting drive
more opportunities?
Going Big On Events

23. “Always On” Air-Cover Campaign
When a prospect converts into a lead, instantly start putting
your message in front of the entire account and continue to be
top of mind. Can ABM help you close more deals?

24. 5 #FlipMyFunnel Strategies
Going Big On Events
Wake The Account And Not Just A Lead
Put Nurturing “On Steroids”
“Always On” Air-Cover Campaign
Awareness among Named Accounts1
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3
4
5

25. Want to Know More?
Visit bit.ly/abm-ebook
For “Five Ways AdTech Can Scale
Account-Based Marketing” eBook

26. Thank you and hope you try
#FlipMyFunnel Strategies
Remember: Its Personal!
@sangramvajre