#flipmyfunnel boston 2016 - sangram vajre - top 5 takeaways from "account-based marketing for...
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Top 5 Takeaways from Account-Based Marketing For Dummies
Sangram Vajre@sangramvajre | #ABM4Dummies | #FlipMyFunnel
• Founder of the #FlipMyFunnel movement
• CMO and co-founder, Terminus
• Head of Marketing at Pardot, Salesforce
@sangramvajre
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Praise for Account-Based Marketing For Dummies
“This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how.”
– Scott Brinker, @chiefmartec
“Organizations are moving quickly...in some cases, without a blueprint or a strategy which is ill-advised. A book like this comes at the right time.”
– Craig Rosenberg, @funnelholic
“Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how. ”
– Joe Chernov, @jchernov@sangramvajre #ABM4Dummies #FlipMyFunnel
4@sangramvajre #ABM4Dummies #FlipMyFunnel
Top 5 Takeaways from #ABM4Dummies
Warming Up Accounts
Creating Pipeline Velocity
Keeping the Momentum
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Not Doing Everything4
Having a 10X Mindset 5
Before we get started, let’s look atThe Account’s Journey
6@sangramvajre #ABM4Dummies #FlipMyFunnel
The Account’s Journey
7@sangramvajre #ABM4Dummies #FlipMyFunnel
Top 5 Takeaways from Account-Based Marketing For Dummies
#1: Warming Up Accounts
#1: Warming Up Accounts
@sangramvajre #ABM4Dummies #FlipMyFunnel
#1: Warming Up Accounts
Targeting your best fit accounts and contacts
Building your list of target accounts (tiering)
Personalizing the buyer’s journey based on contact/context
@sangramvajre #ABM4Dummies #FlipMyFunnel
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What do we do?
@sangramvajre #ABM4Dummies #FlipMyFunnel
#2: Creating Pipeline Velocity
#2: Creating Pipeline Velocity
@sangramvajre #ABM4Dummies #FlipMyFunnel
#2: Creating Pipeline Velocity
Remember the formula for velocity?
Velocity = Distance / TimeHow fast can we get an account through the buyer’s journey
to become a customer?
@sangramvajre #ABM4Dummies #FlipMyFunnel
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
@sangramvajre #ABM4Dummies #FlipMyFunnel
#3: Keeping the Momentum
#3: Keeping the Momentum
@sangramvajre #ABM4Dummies #FlipMyFunnel
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#4 – Not Doing Everything
@sangramvajre #ABM4Dummies #FlipMyFunnel@sangramvajre #ABM4Dummies #FlipMyFunnel
#4 : Not Doing Everything
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#4 – Not Doing Everything
@sangramvajre #ABM4Dummies #FlipMyFunnel@sangramvajre #ABM4Dummies #FlipMyFunnel
#5: Having a 10X Mindset
#5: Having a 10X Mindset
@sangramvajre #ABM4Dummies #FlipMyFunnel
Q & A
@sangramvajre #ABM4Dummies #FlipMyFunnel
@sangramvajre #ABM4Dummies #FlipMyFunnel
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