@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
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
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
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
Velocity = Distance/Time
• High Impact: Accounts to close within 30 days
• Medium Impact: Close this quarter
• Low Impact: Close next quarter
@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