The CMO Blueprint for Account-Based
Marketing Why B2B Marketers Need to Get Started with ABM

B2B Marketers Work in Challenging
Times

More People Are Involved %%3434
of 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 Expectations Have 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

#1 According to B2B marketers,
generating high-quality leads is the top challenge today. Quality Leads Are Scarce The #1 Challenge. 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 Challenges
Solutions That Address

Solutions Like
Account-Based Marketing

What Is
Account-Based Marketing?

reliabletraditional reliabletraditional The Account-Based Marketing
approach practices and B2B principles but targets company accounts rather than individual sales leads.

successful B2B marketing It recognizes
that successful B2B marketing is about speaking to a collective business or department, not to isolated individuals.

marketingsales Account-based marketing requires a
close collaboration and alignment of and marketingsales …

to create highly engaging, personalized
interactions that today’s decision makers have 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 Pillars Get
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 Customer Advocates 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 with Account-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 implemented Account-Based
Marketing strategies. 20%20% Less than Source: SiriusDecisions

Launch and Accelerate Account-Based MarketingAccount-Based
Marketing with These Tools

Get the Book that Explains
Account-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 to learn more.
Get the Book that Explains Account-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
Marketing Tech 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
Marketing Tech Eco-System for Determine which resources to buy, replace or repurpose to create a best-in- class ABM stack. Click here to learn more.

Build Your Complete Account-Based MarketingAccount-Based
Marketing Technology Solution Align technology to the core components of your ABM strategy.

Build Your Complete Account-Based MarketingAccount-Based
Marketing Technology Solution Align technology to the core components of your ABM strategy. Click here to find out how.

Get to Know Sangram Vajre
Get to Know Sangram Vajre Sangram 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.