WELCOME TO

ROADSHOW

Founder of the #FlipMyFunnel movement

CMO and co-founder, Terminus

Head of Marketing at Pardot, Salesforce

@sangramvajre

Is account-based marketing

the purple cow of B2B Sales and

Marketing?

Survey Question:

Do you plan to implement account-

based marketing next year?

Download Link: bit.ly/FMF-Survey (no login required)

Survey Question:

What are your goals with account-based

marketing?

Download Link: bit.ly/FMF-Survey (no login required)

#FlipMyFunnel Roadshow Speakers

Megan Heuer

Jon Miller

BradRosen

JimWilliams

AlexTurner

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What the heck is

account-based marketing?

How do I build a

account-based marketing

stack?

What are the top three

account-based marketing use-cases?

What the heck is

account-based marketing?

Now it’s your turn to draw your funnel…

AWARENESSStart broad — Everyone is a target

INTERESTSpend more money to qualify

CONSIDERATIONCall. Email. Call. Email…

PURCHASEThank God, they didn’t know enough about our competitors

It’s Personal

IDENTIFY Start with the best-fit

EXPAND Focus on people in same roles

ENGAGERight Content, Right Channel

ADVOCATETurn Customers into fans

How do I build a

account-based marketing

stack?

Download Link: flipmyfunnel.com (No Login Required)

What are the top three

account-based marketing use-cases?

Marketing Strategies

Hi-Tech

Hi-Touch

Low Tech

Low Touch

Display advertising, Facebook, Twitter, LinkedIn custom audience targeting

Email nurturingPersonalized videosCustomer Success webinarsCustomer / industry specific webinars

Direct mailSales callsDoing small targeted events

Thought leadership e-books WebinarsContent marketing

Sponsoring big events

STAKEHOLDERSCMO, Demand Gen, Sales Development

STRATEGIESWarming up accounts (outbound)Industry focused activationRegional awareness

CONTENTBlog post, ebook, infographic (un-gated)

SUCCESS METRICSIncrease in MQAsIncrease in Sales AppointmentsIncrease in Account Awareness

Use-Case #1: Demand Generation

Use-Case #2: Account Velocity

STAKEHOLDERSCMO, CSO, CEO

STRATEGIESStage based campaigns:

MQA to OpportunityOpportunity to Closed Won

CONTENTSuccess stories, stage based webinars, Peer referrals, ROI calculatorSUCCESS METRICSIncrease in new opportunities and pipelineIncrease in sales velocityIncrease in closed-won deals

Use-Case #3: Up-sell / Cross-sell

STAKEHOLDERS“Smarketing”, CSO, Customer Success

STRATEGIESHyper-personalized messagingMaking customers heroes internallyTargeted

CONTENTProduct videos, direct mail, events,personalized messaging

SUCCESS METRICSIncrease in new bizIncrease in revenue per account

Account-Based Marketing Framework

Thank You and Welcome To The#FlipMyFunnel Roadshow

@sangramvajre