Slides shared during the FMF Austin Roadshow on September 12, 2019.

1. WELCOME TO

2. WIFI PASSWORD
RockNR0llA

3. THANKS TO OUR SPONSORS!

4. ABMis
B2B.Taking Your Sales and Marketing
from Good to Great
SANGRAM VAJRE

5. @SangramVajre

6. What is greatness?
@SangramVajre

7. greatness
Greatness is not a function of circumstance.
Greatness, it turns out, is largely a matter of
conscious choice.
– Jim Collins
@SangramVajre

8. What is great marketing?
@SangramVajre

9. Forms
Engagement
Calls
ConversationsEmail
Targeted Ads
DirectMail
Personalization
Community
Storytelling
Service
Customer Delight
Influenc
e
Metric
s
Magical
Moments
Human Interaction
Videos
Chats
@SangramVajre

10. ABM is…
@SangramVajre

11. ABM is B2B.
4-year journey
2016
Better
Acquisition
2017
Pipeline
Velocity
2018
Account
Expansion
2019
ABM is B2B
@SangramVajre

12. The value of marketing
is defined by Sales
TRUTH #1

13. Your vanity is making
your marketing ugly
TRUTH #2

14. Some accounts deserve champagne—
others sparking water
TRUTH #3

15. 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

16. Let’s talk TEAM
How can you
TARGET better?
How can you
ENGAGE better?
How can you
ACTIVATE better?
How can you
MEASURE better?
Which engagement
strategies work for your
business (email, video,
ads, direct mail, etc)
1. What tools do you use?
2. How do you orchestrate
a sales and marketing
engagement play?
1. What are your current
targeting strategies
you use?
2. What tools do you
use?
3. What owns account
creation and is it
working?
4. How many accounts
should each rep have
and why?
1. What’s your sales team
structure?
2. What tools do you use?
3. How does marketing
actives sales to focus
on the right accounts
every day?
4. Should SDR report into
marketing or sales and
why?
1. What does an “ideal”
ABM scorecard look
like for you?
2. What tools do you use?
3. How often do sales and
marketing update
account list, report on
KPIs?
4. What metrics you need
to STOP measure and
which metrics you need
to START measuring?

17. So, what matters to you?
“Good is the enemy of Great.”
– Jim Collins
@SangramVajre

19. ABMis
B2B.Taking Your Sales and Marketing
from Good to Great
SANGRAM VAJRE

20. GOOD TO
GREAT
Average Parenting
Parent Maturity Curve
Good Parenting
Great Parenting
PARENTING
Disclaimer:
Results may vary
@SangramVajre

21. GOOD TO
GREAT
PARENTING
Good Parenting Great ParentingAverage Parenting
▶ Watch TV
Feed
Play
Watch Finding Nemo Watch the entire Rocky
series
@SangramVajre

22. GOOD TO
GREAT
PARENTING
Good Parenting Great ParentingAverage Parenting
Feed Healthy Snacks Feed EPIC proportions
of pancakes!
Watch TV
▶ Feed
Play
@SangramVajre

23. GOOD TO
GREAT
PARENTING
Good Parenting Great ParentingAverage Parenting
Play XBOX games Go flyingWatch TV
Feed
▶ Play
@SangramVajre

24. 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

25. 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

26. GOOD TO
GREAT
Average Marketing
Good Marketing
Great Marketing
MARKETING
TARGET
ENGAGE
ACTIVATE
MEASURE
B2B Maturity Curve
@SangramVajre

27. “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

28. 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

29. “I can pay more attention to your
content if it can suck less.”
ENGAGE
@SangramVajre

30. 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

31. “My title is Account Executive ,
not Lead Executive.”
— MEG ZELMAN on the FlipMyFunnel podcast
ACTIVATE
@SangramVajre

32. 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

33. “Great companies create
business model innovation and
not just product innovation.”
—BRIAN HALLIGAN on the FlipMyFunnel podcast
MEASURE
@SangramVajre

34. 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

35. 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

36. 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

37. ABM is B2B. in action with the
campaign workbook
TEAM framework for
Acquisition strategy
1. What are your current
acquisition strategies?
2. What tools do you use?
3. What roles should sales
and marketing play?
4. How do you measure
success?
5. Where are you on the B2B
Maturity Curve and how
you move forward?
TEAM framework
for Pipeline
Velocity strategy
1. What are your current
pipeline strategies?
2. What tools do you use?
3. What roles should sales
and marketing play?
4. How do you measure
success?
5. Where are you on the
B2B Maturity Curve and
how you move forward?
TEAM framework for
Expansion strategy
1. What are your current
expansion strategies?
2. What tools do you use?
3. What roles should sales
and marketing play?
4. How do you measure
success?
5. Where are you on the
B2B Maturity Curve and
how you move forward?

38. So, what matters to you?
“Good is the enemy of Great.”
– Jim Collins
@SangramVajre

39. to the Daily
#FlipMyFunnel Podcast
LISTEN CONTENT
text now
to get these slides
Text
B2BACCESS to 33777
@SangramVajre

40. Tech Demos

41. Integrates with:
Turn Every Email into a Marketing
Campaign
Sigstr dynamically inserts targeted 1:1 ads in the email signature
section of every email your employees send.
Advanced Analytics
Understand exactly how your Sigstr campaigns are performing
with click metrics and opportunity data. Measure email and
calendar patterns with Relationship scores.
Lock Down Your Brand
Sigstr makes it a breeze to administrate the contact details within
every email email signature no matter how many employees or
offices you have.

43. 500+ Teams
Banner ads
launched annually
7 000+
Won revenue influenced
by Sigstr banners
$37 BILLION
Won revenue sourced
from Sigstr banners
$8 BILLION
1.5+ BILLION
Annual banner
ad displays

46. © 2019 Terminus Software, Inc. All rights reserved.