3. Less that 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
Over 50% of CMOs want to
measure pipeline velocity and
revenue.
#FlipMyFunnel
@sangramvajre
4. AWARENESS
Start broad — Everyone is a target
INTEREST
Spend more money to qualify
CONSIDERATION
Call. Email. Call. Email…
PURCHASE
Thank God, they didn’t know enough
about our competitors
@sangramvajre
6. IDENTIFY
Start with the best-fit
EXPAND
Focus on people in same roles
ENGAGE
Right Content, Right Channel
ADVOCATE
Turn Customers into fans
@sangramvajre
9. B2B Marketing Interactions
Hi Tech
Hi Touch
Low Tech
Low Touch
Display ads and video advertising
Facebook, Twitter, LinkedIn advertising
Email nurturing
Content marketing
Thought leadership e-books
Thought leadership webinars
Direct mail
Sales calls
Doing small targeted events
VIP Dinners/sporting events
@sangramvajre
Sponsoring big events
Print Ads
Personalized videos
Customer Success webinars
Customer / industry specific webinars
Customer product demo
10. B2B Marketing Interactions
Hi Tech
Hi Touch
Low Tech
Low Touch
Display ads and video advertising
Facebook, Twitter, LinkedIn advertising
Email nurturing
Content marketing
Thought leadership e-books
Thought leadership webinars
Personalized videos
Customer Success webinars
Customer / industry specific webinars
Customer product demo
Direct mail
Sales calls
Doing small targeted events
VIP Dinners/sporting events
Sponsoring big events
Print Ads
@sangramvajre
At ScaleManual
11. How to apply Interactions to
account-based marketing
strategy?
@sangramvajre
12. STAKEHOLDERS
CMO, Demand Gen,
Sales Development
STRATEGIES
Demand Generation
Warming up accounts (outbound)
INTERACTIONS
Display ads and video advertising
Facebook, Twitter, LinkedIn advertising
Email nurturing, Content marketing
SUCCESS METRICS
Increase in MQAs
Increase in Sales Appointments
Increase in Account Awareness
Interaction #1: Hi-Tech, Low-Touch
@sangramvajre
13. Interaction #2: Hi-Tech, Hi-Touch
STAKEHOLDERS
CMO, CSO, CEO
STRATEGIES
Pipeline Velocity
Sales Velocity
INTERACTIONS
Targeted Ads, Direct mail, Sales calls,
Doing small targeted events, Webinars
SUCCESS METRICS
Increase in new opportunities and pipeline
Increase in sales velocity
Increase in closed-won deals
@sangramvajre
14. Interaction #3: Low-Tech, Hi-Touch
STAKEHOLDERS
“Smarketing”, CSO, Customer Success
STRATEGIES
Ups-sell, Cross-sell
Adoption
INTERACTIONS
Product videos, direct mail,
events, calls
SUCCESS METRICS
Increase in new biz
Increase in revenue per account
@sangramvajre
Lead-based
People as numbers
Broad at the top and small at the bottom
Lead-based
People as numbers
Broad at the top and small at the bottom
Lead-based
People as numbers
Broad at the top and small at the bottom
How many of the folks here are in demand generation role?
How many of you guys wake up everyday wanting generate leads? I am going to wake up today and I get some leads….
How do I do that? Let me tell you story of one of customers have tons of Sales people. They dial 100 calls a day per rep for 30 days with email, call, email, call, cadence. Now they are running warming up campaign which means instead of just the lead, they are putting messages in front of all the Sales across mobile, social, display, video and also direct mail. Just surrounding them with awesomeness for 30 days to see if they can have better connect ratio and appointments with them.
How many of the folks here are in increase in pipeline velocity?
The answer is everyone of you – if you close deal faster, are you going to get fired? If you help close more deals, what is going to happen to marketing budget? Never seen a marketing budget go down when Sales numbers are going up.
Now that you have create qualified accounts and they are showing interest, now is the time to unleash a combination of ABM tactics
One of our customers run only stage based campaigns. As soon a company turns intoa qualfied account, they automatically fire up a series of campaigns.
Advertising through terminus, direct mail through PFL, email thru Marketo, and also do stage based webinars that are intended to dive deeper in the product.