Ready, Aim, Flip! Flipping Your Funnels for Account-Based Marketing at Scale
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Account-based marketing is laser-focused B2B marketing. Once you've made the decision to flip the old lead-based sales funnel on its head with ABM and identify your best-fit accounts, your sales & marketing (or "smarketing") team will be aligned like never before. In this ABM Hacks session with Terminus' Sangram Vajre, you will learn: - How to identify best-fit accounts and expand your reach within an account - How to engage contacts on their terms - How to execute an ABM playbook - How to accelerate sales pipeline velocity and grow new revenue
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Ready, Aim, Flip! Flipping Your Funnels for Account-Based Marketing at Scale
- 1. @uberflip#ABMHacks @Terminus Sangram Vajre CMO & Co-Founder, Terminus @sangramvajre READY, AIM, FLIP! FLIPPING YOUR FUNNELS FOR ACCOUNT-BASED MARKETING AT SCALE Victoria Hoffman Content Marketing Manager, Uberflip @victoriahoffman
- 2. @uberflip#ABMHacks @Terminus JOIN IN ON WE WILL SEND THE RECORDING. Questions? We’ve got answers! (At the end of the webinar J)
- 3. @uberflip#ABMHacks @Terminus STICK AROUND FOR A DEMO
- 4. @uberflip#ABMHacks @Terminus Meet the Expert Street Cred: • Author of “Account-Based Marketing For Dummies” • Founder of #FlipMyFunnel • Former Head of Marketing at Pardot • Top B2B #MarTech CMO to follow on Twitter (Forbes) Sangram Vajre CMO & Co-Founder @Terminus
- 5. @uberflip#ABMHacks @Terminus Let’s get hacking!
- 6. @uberflip#ABMHacks @Terminus Knowledge is Power Less than 1% of the leads turn into customers —Forrester Research Less than 2% of the cold calls result in appointment — LeadJob In B2B, on average 7 people are involved in most buying decision — Gartner
- 8. @uberflip#ABMHacks @Terminus Remember the formula for velocity? Velocity = Distance/Time How fast can we get an account through the buyer’s journey to become a customer? Hack #1: Pipeline Velocity
- 9. @uberflip#ABMHacks @Terminus Identify Find your best-fit customers
- 10. @uberflip#ABMHacks @Terminus Expand Focus on the right people
- 11. @uberflip#ABMHacks @Terminus Velocity = Distance/Time • High Impact: Accounts to close within 30 days • Medium Impact: Close this quarter • Low Impact: Close next quarter
- 13. @uberflip#ABMHacks @Terminus Since we’re talking about formulas… Engagement = Right Content + Right Channels Hack #2: Engaging Accounts On Their Terms
- 14. @uberflip#ABMHacks @Terminus Hack #2: Engaging Accounts On Their Terms • Right Channels: Mobile, Social, Web, Video, Direct Mail • Right Time: Based on stage • Right Person: The influencers & decision-markers in the account
- 15. Low Touch High Touch Low Tech High Tech • Sponsoring big events • Print advertising • Display advertising on social (Twitter, Facebook, etc.) • Content marketing • Thought leadership ebooks • Webinars • Email nurturing • Personalized videos • Customer success webinars • Direct mail • Sales calls • Doing small, targeted events • Customer/industry specific webinars
- 16. @uberflip#ABMHacks @Terminus 1st chapter of Account-Based MarketingFor Dummies: http://bit.ly/ABM-book Resources
- 17. @uberflip#ABMHacks @Terminus QUESTION TIME! Sangram Vajre CMO & Co-founder, Terminus @sangramvajre Victoria Hoffman Content Marketing Manager, Uberflip @victoriahoffman hub.uberflip.com