ABM is B2B.
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Why B2B sales and marketing is broken and how to fix it.
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ABM is B2B.
- 1. is Taking Your Sales and Marketing from Good to Great SANGRAM VAJ RE
- 4. greatness Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice. – Jim Collins @SangramVajre
- 5. GOOD TO GREAT Average Parenting Parent Maturity Curve Good Parenting Great Parenting PARENTING Disclaimer: Results may vary @SangramVajre
- 6. GOOD TO GREAT PARENTING Good Parenting Great ParentingAverage Parenting ▶︎ Watch TV Feed Play Watch Finding Nemo Watch the entire Rocky series @SangramVajre
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- 9. GOOD TO GREAT Average Parenting Good Parenting Great Parenting PARENTING Watch TV Feed Play Watch kids movies Feed Healthy Snacks Play XBOX Watch all the Rocky movies Feed EPIC proportions of pancakes Go flying @SangramVajre
- 10. What is great marketing? @SangramVajre
- 11. Forms Engagement Calls ConversationsEmail Targeted Ads DirectMail Personalization Community Storytelling Service Customer Delight Influence Metrics Magical Moments Human Interaction Videos Chats @SangramVajre
- 13. ABM is B2B. 4-year journey 2016 Better Acquisition 2017 Pipeline Velocity 2018 Account Expansion 2019 ABM is B2B @SangramVajre
- 14. The TEAM Framework Simple, Powerful, Connected Capabilities that Drive Account-Based Success TARGET ENGAGE ACTIVATEMEASURE TEAM Drive authentic long-term relationships with companies that will love you @SangramVajre
- 15. GOOD TO GREAT Average Marketing Good Marketing Great Marketing MARKETING TARGET ENGAGE ACTIVATE MEASURE B2B Maturity Curve @SangramVajre
- 16. “It’s very easy for us to think we live in this mass-market world, but we don’t. We live in a micro-market world.” — SETH GODIN on the FlipMyFunnel podcast TARGET @SangramVajre
- 17. GOOD TO GREAT MARKETING TARGET ENGAGE ACTIVATE MEASURE Where you might be Where you are goingWhere you’ve been Static: “Top 100 accounts” Dynamic: “Always On”Disconnected 25,000 leads at Masergy ~7X Opportunity Creation 50% Higher pipeline 10% Sales Cycle Reduction 5x more engagement from targeted accounts 70% to 90% NPS score skyrocketed with upserving @SangramVajre
- 18. “I can pay more attention to your content if it can suck less.” ENGAGE @SangramVajre
- 19. GOOD TO GREAT MARKETING TARGET ENGAGE ACTIVATE MEASURE Where you might be Where you are goingWhere you’ve been Quality ExperientialQuantity Traffic: “All” traffic is equal. - Events - Website - Webinars - Emails 70% of the traffic from non- target accounts. Traffic: Website traffic is down by 15% but now 70% is from the “right” target accounts. Tools: 22 technologies Tools: Went from 22 to 6 tools to do B2B at scale. Cost of customer acquisition: A 60% drop Tech Stack - Terminus - Pardot - Salesforce - Salesloft - DealSignal - LinkedIn Sales Navigator @SangramVajre
- 20. “My title is Account Executive , not Lead Executive.” — MEG ZELMAN on the FlipMyFunnel podcast ACTIVATE @SangramVajre
- 21. GOOD TO GREAT MARKETING TARGET ENGAGE ACTIVATE MEASURE Where you might be Where you are goingWhere you’ve been Proactive PrioritizedReactive Accounts: 250 Team Structure: 4 FTE’s dedicated to ABM Win rate: 95% win-rate from target account strategy Sales a customer: 2X annually survey for satisfaction. YOU’VE GOT MAIL @SangramVajre
- 22. “Great companies create business model innovation and not just product innovation.” —BRIAN HALLIGAN on the FlipMyFunnel podcast MEASURE @SangramVajre
- 23. GOOD TO GREAT MARKETING TARGET ENGAGE ACTIVATE MEASURE Where you might be Where you are goingWhere you’ve been Double Funnel One ScorecardFunnel Measure everything: Inbound / Outbound B2B at scale: Over 500 concurrent ABM 1:1 campaigns Metrics: Time on site, Velocity, Penetration “Now Marketing can forecast how many reps are needed in which territory and can also predict win-rate with engagement insights.” –Daniel Day @SangramVajre
- 24. GOOD TO GREAT Average Marketing = Inefficient Growth Good Marketing = Efficient Growth in Isolation Great Marketing = Efficient Growth at Scale MARKETING TARGET ENGAGE ACTIVATE MEASURE B2B Maturity Curve T - Disconnected E - Quantity A - Reactive M - Funnel T - Static E - Quality A - Proactive M - Double Funnel T - Dynamic E - Experiential A - Prioritized M - One Scorecard @SangramVajre
- 25. GOOD TO GREAT Average Good Great PARENTING Mom and Dad Aligned Mom and Dad as OneTeam Many Activities Few Activities Marketing and Sales Aligned Many Tools Marketing and Sales as OneTeam Few Tools MARKETING @SangramVajre
- 26. So, what matters to you? “Good is the enemy of Great.” – Jim Collins @SangramVajre
- 27. to the Daily #FlipMyFunnel Podcast LISTEN CONTENT text now to get these slides Text ABMisB2B to 33777 @SangramVajre
- 28. © 2019 Terminus Software, Inc. All rights reserved.