The CMO Blueprint forAccount-Based Marketing

Why B2B Marketers Needto Get Started with ABM

Account-Based Marketing 101

Jay Baer and Sangram Vajre

Sangram Vajre has quickly built a reputation as a leading mind in B2B marketing. He is the co-founder of

Terminus, a SaaS platform for account-based marketing, the

author of Account-Based Marketing For Dummies and is the mastermind

behind #FlipMyFunnel.

Jay Baer is the world’s most inspirational marketing and customer service speaker. He is the founder of Convince & Convert,

a social media and content marketing consultancy. Jay is a New York Times

best-selling author of five books and the most retweeted person in the world

among digital marketers.

President of Convince & ConvertKeynote Speaker & Emcee Co-Founder, CMO Terminus

B2B Marketers Work in Challenging Times

More People Are Involved

%%3434of B2B buyers have increased the number of stakeholders involved

in the purchase process.Source: DemandGen

More People are Involved.

More People are Involved.

of B2B buyers have increased the number of stakeholders involved in

the purchase process.

The More People Involved,

The Less Likely a Purchase

For any given sale, 7 – 20 people are involved in the decision. As the number of people

increases, the likelihood of purchase declines.Source: KnowledgeTree

Buyers Do More Research,

9494%%of B2B buyers conduct

some form of online research before buying

a business product.Source: MarketingProfs

Especially When Costs Are High

9090%%For more than

of B2B buyers, the amount of research done depends on price. As price increases, the

amount of research increases.Source: SalesForce

Buyers Wait to Come Forward

5757%%Buyers don’t contact

suppliers directly until

of the purchase process is complete.

Source: Corporate Executive Board

And This Trend Will Only Continue

8080%%By 2020,

of the buying process will occur without any

direct human-to-human interaction.

Source: Forrester

Buyer ExpectationsHave Changed

B2B buyers expect the same range of omni-channel options they enjoy as consumers.

4949%%of B2B buyers prefer to use consumer websites to make

work-related purchases.

Source: The Future of Commerce

#1According to B2B

marketers, generating high-quality leads is the

top challenge today.

Quality Leads Are Scarce

The #1Challenge.

Source: IDG Enterprises

0.75%

Even Qualified Leads

Are Difficult to Close

0.75% of leads generated become closed revenue.

Source: Forrester

When Times Are

What Do You Do?Challenging

You Look for

Your ChallengesSolutions That Address

Solutions LikeAccount-Based Marketing

What IsAccount-Based Marketing?

reliabletraditional reliabletraditional

The Account-Based Marketing approach practices

andB2B principles but targets

company accounts rather than individual sales leads.

successful B2B marketingIt recognizes that

successful B2B marketingis about speaking to a collective business or department, not to isolated individuals.

marketingsales

Account-based marketing requires a close collaboration

and alignment ofand marketingsales …

to create highly engaging, personalized interactions

that today’s decision makershave come to expect.expect.expect.

…

Account-based marketing is not a

‘one and done’‘one and done’campaign or tactic.

It’s a business philosophy and strategy,

and it’s always turned onturned on

for an account.

66 Foundational PillarsFoundational PillarsGet Started with the

Account-Based Marketing.of

Flip the Funnel

11

Traditionally, prospects begin at the top of the buyer journey and move down to the bottom.

Flip the Funnel

11

With account-based marketing, you flip the

funnel on its head.

IDENTIFY

EXPAND

ENGAGE

ADVOCATE

Source: © Account-Based Marketing For Dummies

Identify the Best Fit Accounts

22

Find and engage the right companies so that resources aren’t used on prospects that will not become customers.

Expand Contacts Within an Account

33

Build relationships with multiple people within an

account. Remember, business decisions are made by more

than one person.

Engage Accounts on Their Terms

44

Engage contacts on the channels where

they’re most active with the messages and content they want.

Create CustomerAdvocates

55

Leverage customer relationships to create brand champions and authentic advocates.

Measure Success

66

With account-based marketing, measurement focuses on

performance indicators that evaluate success at the account level.

Transform Your Business withAccount-Based MarketingAccount-Based Marketing

of marketers say account-based marketing has higher ROI than

other marketing activities.

97%97%

Source: Marketo

of marketers say account-based marketing provides significant benefits

to retain and expand client relationships.

85%85%

Source: Alterra Group

of B2B marketers say account-based marketing is either very or

extremely important…

90%90%But while

Source: SiriusDecisions

of practitioners have implementedAccount-Based Marketing strategies.

20%20%Less than

Source: SiriusDecisions

Launch and AccelerateAccount-Based MarketingAccount-Based Marketing

with These Tools

Get the Book that ExplainsAccount-Based MarketingAccount-Based Marketing

Step-by-Step

It’s the first-ever ABM book. It’s for beginners, experts

and everyone in-between.

Click here tolearn more.

Get the Book that ExplainsAccount-Based MarketingAccount-Based Marketing

Step-by-Step

It’s the first-ever ABM book. It’s for beginners, experts

and everyone in-between.

Evaluate Your Existing

Account-Based MarketingAccount-Based MarketingTech Eco-System for

Determine which resources to buy,

replace or repurpose to create a best-in-

class ABM stack.

Evaluate Your Existing

Account-Based MarketingAccount-Based MarketingTech Eco-System for

Determine which resources to buy,

replace or repurpose to create a best-in-

class ABM stack.

Click here tolearn more.

Build Your CompleteAccount-Based MarketingAccount-Based Marketing

Technology Solution

Align technology to the core

components of your ABM strategy.

Build Your CompleteAccount-Based MarketingAccount-Based Marketing

Technology Solution

Align technology to the core

components of your ABM strategy.

Click here tofind out how.

Get to KnowSangram Vajre

Get to Know Sangram VajreSangram Vajre has quickly built a

reputation as a leading mind in B2B marketing. Before co-founding

Terminus, a SaaS platform for account-based marketing, Sangram led the

marketing team at Pardot through its acquisition by ExactTarget and then

Salesforce. He’s the author of Account-Based Marketing For Dummies and is

the mastermind behind #FlipMyFunnel.

Click here to follow Sangram on Twitter.