FlipMyFunnel DC Roadshow 04.30.19

ABM Maturity Curve:
Good to Great Marketing
SANGRAM VAJRE
FlipMyFunnel Founder & Chief Evangelist/Co-
Founder at Terminus

©2019 Terminus Software, Inc.
Greatness is not a function of circumstance.
Greatness, it turns out, is largely a matter of
conscious choice.
– Jim Collins
“
GREATNESS

Good Parenting
Great Parenting
Average Parenting
Parent Maturity CurveGOOD TO
GREAT
PARENTING
@sangramvajre
Disclaimer: Results may vary

Good Parenting Great ParentingAverage Parenting
Parent
Maturity Curve
▶︎ Watch TV
Feed
Play
Watch Finding Nemo Watch the entire
Rocky series
GOOD TO
GREAT
PARENTING
@sangramvajre

Watch TV
▶︎ Feed
Play
Feed Healthy Snacks Feed EPIC proportions
of pancakes!
GOOD TO
GREAT
PARENTING
@sangramvajre
Parent
Maturity Curve

Watch TV
Feed
▶︎ Play
Play XBOX games Go flying
GOOD TO
GREAT
PARENTING
@sangramvajre
Parent
Maturity Curve

Good Parenting
Great Parenting
Average 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
GOOD TO
GREAT
PARENTING
@sangramvajre
Parent
Maturity Curve

SON TO FATHER:
IMMUTABLE LAW
You have a choice.
If you focus on what matters to you,
it gets better.
@sangramvajre

Account-centric strategy applies
across your entire customer journey.
- Sangram Vajre
“
ABM is B2B.
Book
#2

The TEAM Framework
Simple, Powerful, Connected Capabilities that Drive Account-Based Success
TARGET ENGAGE
ACTIVATEMEASURE
Get earlier, deeper penetration into target
buying centers with best-in-class account-
based advertising & multi-channel
program management
TEAM
Combine & connect all your data in one
place to easily create and manage target
account lists
Help sales open more ops, faster, by giving
them realtime prompts to reach out when
accounts are most engaged
Super-simple reporting so you know how your
account-based programs are driving revenue
Drive authentic long-
term relationships
with companies that
will love you
@sangramvajre

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

Bad decisions made with good intentions, are
still bad decisions.
– Jim Collins“
TARGET

When you identify the right
customer, your focus
gets better.
It’s not that I want unicorns.
It’s just that you don’t even know
my name.
CUSTOMER TO MARKETER:
IMMUTABLE LAW
@sangramvajre

Where you might
be
Where you are goingWhere you’ve been
Dynamic: “Always On”Static: “Top 100 accounts”DisconnectedTARGET
~7X
Opportunity
Creation
50%
Higher
pipeline
10%
Sales Cycle
Reduction
25,000
leads at Masergy
5x more
engagement from
targeted accounts
70% to 90%
NPS score
skyrocketed with
upserving
ENGAGE
ACTIVATE
MEASURE
GOOD TO
GREAT
MARKETING
@sangramvajre

Mediocrity results first and foremost from
management failure, not technological failure.
– Jim Collins“
ENGAGE

How we engage, is what
gets better.
It’s not that I have an
attention span of a goldfish.
It’s just that your
content sucks.
CUSTOMER TO MARKETER:
IMMUTABLE LAW
@sangramvajre

Where you might
be
Experiential
Tools: Went from 22 to 6
tools to do B2B at scale.
Cost of customer
acquisition: A 60% drop
Quality
Traffic: Website traffic is
down by 15% but now 70% is
from the “right” target
accounts.
Tools: 22 technologies
Quantity
Traffic: “All” traffic is
equal.
- Events
- Website
- Webinars
- Emails
70% of the traffic from non-
target accounts.
TARGET
ENGAGE
ACTIVATE
MEASURE
GOOD TO
GREAT
MARKETING
@sangramvajre

Great vision without great people is irrelevant.
– Jim Collins
“
ACTIVATE

When you engage customers on
their terms and alert sales, your
relationship with sales
gets better.
It’s not that our newsletter is bad.
It’s just that it has nothing to do
with our customer needs.
SALES TO MARKETER:
IMMUTABLE LAW
@sangramvajre

Where you might
be
Prioritized
Win rate: 95% win-rate
from target account strategy
Sales a customer:
2X annually survey for
satisfaction.
Proactive
Accounts: 250
Team Structure: 4 FTE’s
dedicated to ABM
ReactiveTARGET
ENGAGE
ACTIVATE
MEASURE
GOOD TO
GREAT
MARKETING
YOU’VE GOT
MAIL
@sangramvajre

You can accomplish anything in life, provided
that you do not mind who gets the credit.
– Jim Collins“
MEASURE

What you measure, is what
gets better.
It’s not that I don’t care about
your vanity metrics.
It just that they don’t focus on
business outcomes.
CEO TO MARKETER:
IMMUTABLE LAW
@sangramvajre

Where you might
be
One Scorecard
“Now Marketing can
forecast how many
reps are needed in
which territory and can
also predict win-rate
with engagement
insights.”
–Daniel Day
Double Funnel
B2B at scale: Over 500
concurrent ABM 1:1
campaigns
Metrics: Time on site,
Velocity, Penetration
Funnel
Measure everything:
Inbound / Outbound
TARGET
ENGAGE
ACTIVATE
MEASURE
GOOD TO
GREAT
MARKETING
@sangramvajre

Good Marketing
= Efficient Growth
in Isolation
Great Marketing
= Efficient Growth
at Scale
Average Marketing
= Inefficient Growth
B2B Maturity Curve
T - Disconnected
E - Quantity
A - Reactive
M - Funnel
TARGET
ENGAGE
ACTIVATE
MEASURE
T - Static
E - Quality
A - Proactive
M - Double Funnel
T - Dynamic
E - Experiential
A - Prioritized
M - One Scorecard
GOOD TO
GREAT
MARKETING
@sangramvajre

Good
Great
Average
MARKETING
GOOD TO GREAT PARENTING
Marketing and Sales
Aligned
Mom and Dad
Aligned
Marketing and Sales
as OneTeam
Mom and Dad
as OneTeam
Many Activities Many Tools
Few Activities Few Tools
@sangramvajre

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

to the Daily
#FlipMyFunnel Podcast
LISTEN WATCH
first-ever
ABM course
My cell: 404 944 8665

Target Best Fit Accounts
RYAN VITELLO
Sales Development Manager at Terminus

FlipMyFunnel Roadshow 2019
INTRODUCTION
Ryan Vitello
SDR Manager
Targeting Best Fit Accounts | @RyanVitello | FlipMyFunnel

FORMULA FOR
ACCOUNT BUILDING

THE FORMULA FOR DATA-DRIVEN ABM SUCCESS

ATTRIBUTES OF FIT
Funding
Relationshi
ps
Technogra
phic
Company Size
Revenue Industry
Geography

CAPITALIZE ON INTENT SIGNALS
60% of B2B
purchasing journey
done before a form is
filled out
More complexity. More anonymity. More competition.

ENGAGEMENT
Using data to identify which of our accounts are engaging
● Website
● Content
● Ads
● Events

TARGET ACCOUNT SELECTION

IDENTIFYING KEY
PERSONAS WITHIN
ACCOUNT

WHO’S ON THE BUYING COMMITTEE?
“The number of people involved in B2B solutions
purchases has climbed from an average of 5.4 two
years ago to 6.8 today.”
-
Forbes, 2018

WHO’S ON THE BUYING COMMITTEE?
Steph
POC
Derek
Executive
Sponsor
Madison
End-User
Clare
End-User
Torrey
Influencer
Baillie
Influencer
Ben
Finance
Alex
Sales
Brad
Operations

FlipMyFunnel Roadshow 2019 Targeting Best Fit Accounts | @RyanVitello | FlipMyFunnel

NOW OPERATIONALIZE!
1 2 3 4

Creating a Highly
Personalized Outreach
FRANCESCA VEREB
Sr. Director of Product Marketing at Cvent

Creating Highly
Personalized Outreach
Francesca Vereb
Sr. Director of Marketing
Cvent

So how does this
translate to
personalization?

Metrics of ABM
STACY TAYLOR
Director, Digital Marketing, Carousel Industries

• Company Profile
• ABM Program & Metrics - 2018
• ABM Program & Metrics - 2019
• Ads in Action
• Q&A
Agenda

Nationwide IT Integrator & Service Provider with Solutions Across the IT Stack
SecurityCollaboration Networking Data Center Cloud
Solutions
CarrierProfessional &
Managed Services
IT Outsourcing Inventory
Management
Services
CLOUD ON-PREMISE HYBRID
Consume technology how and
when you need it.
Financial enablement services
with Carousel Capital.

1,300+
Team Members Nationwide for Local
Support
6,000+
Highly Satisfied Clients
1,000+
Certifications Across Engineering and Sales
Teams
50+
Leading Technology Partners
35+
Fortune 100 Clients
Multi-Year Winner
Numerous Industry Awards
• MSP 501
• Top 50 Systems Integrators List
• Fastest Growing & Innovative Companies
• Cisco Architectural Excellence US East
Partner of the Year : Security
•

Where We Started
• 850+ Account Names in Excel
• Goal: 10% Revenue bookings growth
• Objective: Go wider and deeper
• Request for “Air Cover”
• Hubspot & No Salesforce
• Few digital assets promoting
Carousel
The Approach
• Account/contact expansion
• Terminus account-based ads
• Limited segmentation & message
targeting
• Create multi-channel digital
campaign
ABM Program - 2018

ABM Program – 2018: What We Measured
ABM Benchmark
Reporting
• Activity metrics show
trends and growth
over time
• Benchmark against
yourself as you test
offers and make
changes to audiences
and tactics
Unable to track
impact metrics

ABM Program – 2018: What We Measured
Tactic Reporting Tactic Plans
Name UC-Roadmap-5-Ques-to-Ask-IT
Goal Up-sell/Cross-sell
Target
Audience
80 = Top 100 Strategic Accts with
2017 Cloud revenue = $0
Function= All IT Mgr+
Run Dates March 26 – April 23
Ad Performance
Accts Matched 80
Total Reach 89,426
Impressions 198,989
Clicks 179
CTR .088% (channel avg. is .06-.08%)
CPM $12.98
CPC $14.68
Spend $2,582
LANDING PAGE:
https://www.carouselindustries.com/blog/ready-migrate-uc-
five-questions-ask/

The Results
• Company achieved goal of 10%
Revenue bookings growth
• Learnings through starting simple
• Salesforce launched in Q4
• Added Terminus integrations:
Hubspot, LinkedIn, Salesforce
• New “Carousel-We’re With You”
campaign launched in Q4
ABM Program - 2018

Program Expansion
• Account Hub
• Sales Insights
• Measure ABM impact on pipeline
and revenue
• Stronger alignment with sales regions
The Approach
• Activate new target account lists
across channels
• Create more advanced, data-driven
segments and feed to Engage
• Deliver more relevant, timely
messages via display ads and
LinkedIn
• Keep successful tactics ‘always on’
ABM Program - 2019

ABM Program – 2019: What We Measuring
ABM Scorecard – How we are doing at moving the needle?
*Marketing Engagement definition:
[1] Web site engagement spike, or
[2] >=5 pageviews and >= 1 campaign response, or
[3] >=2 Ad Clicks and >= 1 campaign response, or
[4] 2 campaign responses

Activity Metrics
• Reach
• Impressions
• Clicks
• Click-through rate
• Leads (if lead generating tactic)
• Cost per lead
• Pageviews
• Time on site
Impact Metrics
• % Progressed Accounts
• # Influenced Opportunities
• $ Influenced Pipeline
• $ Avg Opportunity Size –
Influenced pipeline
• # Influenced Closed Won Deals
• $ Influenced Closed Won
Revenue
• $ Avg Deal Size – Influenced
Closed Won Deals
• Deal Velocity
ABM Program – 2019: Metrics to help make program decisions

ABM Program – 2019: Ads in Action – Pipeline Acceleration
Target accounts with open opportunities for Cisco and forecast close date within 6
months:
Key Findings:
• 26% of accounts had incremental pipeline
created after exposure to ads
• Among accounts with incremental pipeline,
58% had at least 1 ad click
• Among accounts without incremental pipeline,
26% accounts had at least 1 ad click
• Deal Velocity for target accounts:
• Overall for accounts = 80 days
• Received Impressions = 57 days
• Impressions + at least 1 click = 38 days

Ask the ABM Experts: Q&A
Derek Slayton
CMO at Terminus
Justin Keller
VP of Marketing at Sigstr
Anna Fisher
VP of Marketing at ZoomInfo

FlipMyFunnel DC Roadshow 04.30.19

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to FlipMyFunnel DC Roadshow 04.30.19

Similar to FlipMyFunnel DC Roadshow 04.30.19 (20)

More from #FlipMyFunnel

More from #FlipMyFunnel (20)

Recently uploaded

Recently uploaded (20)

FlipMyFunnel DC Roadshow 04.30.19