Featuring Julia Stead, Director of Demand Generation at Invoca, and Jim Hopkins, Product Marketing Manager at Salesforce, learn how they followed the #FlipMyFunnel model for account-based marketing to do ABM at scale.

1. April 26, 2017

2. Questions? Use the GTW chat!
@jimbohops @juliastead @sangramvajre #ABM

3. Presenters
JIM HOPKINS
Product Marketing
Manager at Salesforce
@jimbohops
JULIA STEAD
Sr. Director of Demand
Generation at Invoca
@juliastead
SANGRAM VAJRE
Co-Founder and
CMO at Terminus
@sangramvajre
Tweet to win! Use #ABM for a copy of Account-Based Marketing for Dummies
@jimbohops @juliastead @sangramvajre #ABM

4. What is Account-Based Marketing?
Focused
B2B
“Smarketing”
@sangramvajre #ABM

5. The #FlipMyFunnel model for #ABM
@sangramvajre #ABM
IDENTIFY
Start with the best-fit accounts
EXPAND
Focus on people in same roles
ENGAGE
Right content, right channel
ADVOCATE
Create raving fans
MEASURE
Gauge the results & adjust

6. Flipping The Funnel: ABM Model
@sangramvajre #ABM

7. 7
Identify Accounts1
@juliastead #ABM
TIER 3
TIER 2
Total Accounts:
768
Total Accounts:
1,002
Total Accounts:
2,823
TIER 1 10-20 Focus
Accounts / Rep

8. Data filters, predictive tools for master list
8
Identify Accounts1
Manual sales &
marketing review of
Tier 1 accounts
Hand-selected
‘Focus’ list by
sales reps
@juliastead #ABM

9. Built out relevant and
accurate contact lists for
each ABM account:
Expand: Find the right people2
• Leveraging 3rd party tools + with manual
prospecting research by marketing & SDR
team
• Reps/SDR cover focus accounts;
marketing covers rest of Tiers 1-3
• 8 ideal buyer types
• Matching leads to known accounts
• Automatically matching leads &
converting contacts to target
accounts
Invested in technology to
get holistic
view of accounts:
@juliastead #ABM

10. We rolled out ‘omnichannel nurturing’, so contacts get a
consistent set of messages across all channels, that progress
them through their path to purchase.
Engage: Leverage all channels3
@juliastead #ABM
Direct Mail Email Display SDR outbound

11. Special menu of high cost, high personalization programs for
Focus accounts – opted in manually by sales.
Engage: ‘Menu’ for Focus Accounts3
@juliastead #ABM
Direct Mail Field Events Web Experiences

12. • Switched to multi-touch
attribution model, to measure
impact & ROI of all ABM touches
• Implemented account-based
waterfall with Aware, MQA stages
Measuring results and advocacy4
@juliastead #ABM



13. Main KPIs
Measuring results and advocacy4
@juliastead #ABM
Total amount
of sourced,
influenced
pipeline ($)
Pipe to spend
ratio across all
ABM programs
(goal: 10x)
Overall
conversion
rate (%) and
win rate (%)
Compare conversion
and engagement
rates for ABM
campaigns vs non-
target accounts

14. Secondary KPIs
Measuring results and advocacy4
@juliastead #ABM
Isolating specific channels
to measure uplift impact
(display)
Number of engaged
accounts (%), MQAs (%)

15. Measuring results and advocacyResults
@juliastead #ABM
Increase in total pipeline
after beta ABM programs
launched: 1.8X more
pipeline than last
2Q
20% higher
opp creation
rate with
Enterprise accounts
Lift in opportunity
creation rates when
ABM display
campaigns were
added: 50-200%

16. @jimbohops #ABM
With Terminus and account-based marketing, we
saw engagement with 60% of our target accounts
with an opportunity-to-spend ratio of 100X.
—JIM HOPKINS, Product Marketing Manager at Salesforce
“

17. How do we get the word out?
Internal/Owned
Channels
Warm Leads
Events
Website/Blog
Email
Sales
External/Paid
Channels
SEM
Social
Review Sites
One-Offs
Pipe
ACV
@jimbohops #ABM

18. The Solution
External/Paid
Channels
Internal/Owned
Channels
ACCOUNT-TARGETED CAMPAIGNS SALES-LED, ACCOUNT-BASED ENGAGEMENT
Lifted Accounts
Pipe
ACV
@jimbohops #ABM

19. might be
CONTENT
but
is
DATA
@jimbohops #ABM

20. @jimbohops #ABM
To market the Data, you must see the data
• Employees
• Revenue
• Industries
• Technology Installed
• Corporate Hierarchy:
D-U-N-S Number
• Opportunity History
• Customer History, Product Usage
and more…

21. 1
2
The Campaign, Part 1
Market to Accounts
+ Personas
Target Buyers
Sales Cloud Customers
Ready for Take Off
Scrubbed
ListScrub the List
Ready for Data 150
@jimbohops #ABM@jimbohops #ABM

22. Results
engagement at
63%
of accounts
Pipe $ to
Spend $
20x Love
&
Respect
@jimbohops #ABM

23. 3
4
The Campaign, Part 2
Connect to CRM
Leads, Opptys
Enable the
Sales Army
@jimbohops #ABM

24. Terminus Cloud for ABM
@sangramvajre #ABM
terminus.com/abm-cloud
Using the #FlipMyFunnel model for ABM
• Build a best-in-class ABM tech stack
• Partner program of 40+ B2B marketing & sales
software vendors
• All integrate w/ Salesforce CRM for a
comprehensive strategy
• Aligning #MarTech stack allows ABM to be
done at scale (1-to-1 or 1-to-many)

25. Terminus ABM Stack Grader
@sangramvajre #ABM
terminus.com/abm-stack

26. Download full Blueprint to ABM ebook
@sangramvajre #ABM
60+
pages of
content, 10
worksheets
bit.ly/abm_blueprint

27. Questions? Tweet to us!
JIM HOPKINS
Product Marketing
Manager at Salesforce
@jimbohops
JULIA STEAD
Sr. Director of Demand
Generation at Invoca
@juliastead
SANGRAM VAJRE
Co-Founder and
CMO at Terminus
@sangramvajre
#ABM

28. Thanks for watching!
Slides, recording & ebook coming soon!