Ready, Aim, Flip! Flipping Your Funnels for Account-Based Marketing at Scale

@uberflip#ABMHacks @Terminus

Sangram  VajreCMO  &  Co-­Founder,  Terminus@sangramvajre

READY, AIM, FLIP!FLIPPING YOUR FUNNELS FOR

ACCOUNT-BASED MARKETING AT SCALE

Victoria  HoffmanContent  Marketing  Manager,  Uberflip@victoriahoffman

@uberflip#ABMHacks @Terminus

JOIN IN ON

WE WILL SEND THE RECORDING.

Questions?  We’ve  got  answers!  (At  the  end  of  the  webinar  J)

@uberflip#ABMHacks @Terminus

STICK AROUND FORA DEMO

@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

@uberflip#ABMHacks @Terminus

Let’s get hacking!

@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  

@uberflip#ABMHacks @Terminus

#FlipMyFunnelTraditional Funnel ABM Funnel

@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

@uberflip#ABMHacks @Terminus

IdentifyFind your best-fit

customers

@uberflip#ABMHacks @Terminus

ExpandFocus on the right people

@uberflip#ABMHacks @Terminus

Velocity  =  Distance/Time

• High  Impact: Accounts  to  close  within  30  days

• Medium  Impact: Close  this  quarter

• Low  Impact: Close  next  quarter

@uberflip#ABMHacks @Terminus

@uberflip#ABMHacks @Terminus

Since  we’re  talking  about  formulas…

Engagement  =  Right  Content  +  Right  Channels

Hack #2: Engaging Accounts On Their Terms

@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

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

@uberflip#ABMHacks @Terminus

1st chapter of Account-Based Marketing For Dummies:

http://bit.ly/ABM-book

Resources

@uberflip#ABMHacks @Terminus

QUESTION TIME!

Sangram  VajreCMO  &  Co-­founder,  Terminus

@sangramvajre

Victoria  HoffmanContent  Marketing  Manager,  Uberflip

@victoriahoffman

hub.uberflip.com

@uberflip#ABMHacks @Terminus

@uberflip#ABMHacks @Terminus