Account-based marketing (ABM) might sound easy but it's hard to operationalize it. Here are the 10 lessons I have learned from doing and seeing others do ABM at scale.
2. #B2BMX
SANGRAM VAJRE
Co-Founder & CMO, Terminus
• Founder of #FlipMyFunnel
• Host of the daily #FlipMyFunnel podcast
• Former Head of Marketing, Pardot (now Salesforce)
9. #B2BMX
Be Brave
Baseball t-shirt
Football socks Tennis shoes
Basketball
shorts
Football ● Marketers, take charge!
● Master (lots of) new skills
● Challenge the status quo
● Teach a better way to
efficiently grow
12. #B2BMX
#OneTeam
is a mindset
#OneTeam has
one scorecard
You have to
operationalize
the #OneTeam
approach
Drive Growth with a #OneTeam Revenue Machine
13. #B2BMX
Chief Revenue Officer VP of Sales Development
“Fire me if
this doesn’t
work!”
"SDRs save
4 hours a day
that they used to
spend
prospecting.”
"No one in our
company cares how
many leads we get.
It’s all about
engagement"
VP Marketing
#OneTeam Real Talk
21. #B2BMX
Demand Gen Sales Pipeline Customer Marketing
ABM Strategy
(1:1, ABM Lite,
Programmatic)
Pre-
targeting
Account
Nurture
Lead-to-
Account
NurtureX
Net New InterestBuying Stage
Lead-Based
Strategy
(Bolt-On ABM)
Dead OppOpportunity
Pipeline
Acceleration
Wake the
Dead
Renewal & Expansion
Renewal
& Upsell
Land &
Expand
7 Strategies for Account-Based Marketing
22. #B2BMX
#OneTeam ABM Transformation
GOAL: Create predictable
revenue with ABM at scale
We created a data-driven process to
prioritize accounts and trigger sales
activities. Focused on highly personalized
cadences and content.
• Win rate from 1st demo: +125%
• Average deal size: +35%
• Sales velocity: - 20 days
Terminus.com/
OneTeam
26. #B2BMX
The Formula for Operationalizing ABM
Tweet this!
Fit + Intent + Engagement
is the secret formula for #ABM
@PeterKHerbert
FIT
INTENT
ENGAGEMENT
32. #B2BMX
Customer Story
GOAL: To generate awareness in
target accounts (net new)
“Terminus is very good at allowing you to be
targeted in creative ways because you can
configure so many different types of campaigns
from data in your CRM.”
• Utilized Terminus for account-based
advertising to drive engagement
• 3X increase in web traffic from target
accounts, 69% of new opps generated
were targeted using Terminus
33. #B2BMX
Customer Story
GOAL: To build pipeline in
target accounts
59% increase in email open rates,
28% increase in opps generated
• Used Terminus for “air cover” to
support sales during outreach
• From one list, they set 32 meetings
from 87 target accounts
39. #B2BMX
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Clean cars, pay the bills on time,
take kids to soccer
Try to become both Mom and Dad on
the weekends and let her have some
personal time Do dishes when she is away
Flowers on a Wed
Asking her, “What do you want for
Christmas or your birthday?”
WIFE HEROISM
MY IMPACT GRAPH
40. #B2BMX
YOUR IMPACT GRAPH
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Email newsletter
nurture programs
Blog and website updates
Analyst recommendations
In-person events
Industry or persona-based webinar
Account-based
advertising/messaging
or LinkedIn Ads
CUSTOMER HEROISM