Sangram Vajre, CMO and co-founder of Terminus, shares 10 lessons for account-based marketing and sales success in this presentation from B2B Marketing Exchange 2018.

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Lessons Learned for
Account-Based Success
Sangram Vajre
10

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SANGRAM VAJRE
Co-Founder & CMO, Terminus
• Founder of #FlipMyFunnel
• Host of the daily #FlipMyFunnel podcast
• Former Head of Marketing, Pardot (now Salesforce)

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I call it timing
and luck!

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Account-Based Marketing Flips the Funnel

5. How many of you have
account executives on
your sales team?

6. We don’t close leads.
We close accounts.

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10 Lessons for ABM Success

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1 Be Brave

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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

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2 Form #OneTeam

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A True Tale of #OneTeam ABM Transformation
Terminus.com/
OneTeam

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#OneTeam
is a mindset
#OneTeam has
one scorecard
You have to
operationalize
the #OneTeam
approach
Drive Growth with a #OneTeam Revenue Machine

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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

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3 The Buck Stops with the CEO

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Get the CEO on Board
Marketing Sales
CEO

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4 Measure the Right Things

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@SangramVajre
Tweet
this!
Engagement is the new measurement.
Our Mantra @ Terminus

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Leads
Lead conversion
Website traffic
Engagement
Progression
Velocity
STOP START

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Opps
Created
Opp
$$$
Opps
Stage 2
Opp
Stage 2
$$$
# $ # $
# $ # $
# $ # $
TARGET ENGAGE ACCELERATE CLOSED-WON
TIER 1
Total
Accounts
#
#
#
Engaged % Engaged MQA
%
MQA
# % # %
# % # %
# % # %
Closed
Won
Closed
Won
$$$
# $
# $
# $
TIER 2
TIER 3
ABM Scorecard–Team, Executives, Board

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5 ABM Is More than Demand Gen

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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

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#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

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6 ABM Is a Strategy, Not a Tactic

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High Tech
Low Tech
Low
Touch
High
Touch
• Sponsoring large events
• Print advertising
• Email nurturing
• Account-based Advertising
(LinkedIn,Twitter, Facebook, etc.)
• Content marketing, e-books
• Thought leadership webinars
• Personalized videos
• Industry-specific webinars
• Customer product demos
• Direct mail
• Sales calls
• Small, targeted events
• VIP dinners
Marketing and Sales Tactics

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7 Get Data-Driven

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The Formula for Operationalizing ABM
Tweet this!
Fit + Intent + Engagement
is the secret formula for #ABM
@PeterKHerbert
FIT
INTENT
ENGAGEMENT

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IDENTIFY EXPAND ENGAGE ADVOCATE MEASURE
Terminus ABM Tech Stack

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8 Make It Personal

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Get Relevant
1:1 Company

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Get Personal
H2H Personalized
Personalized
Email
Pick up the
phone!
Socialize!

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Get Really Personal
Face to Face

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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

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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

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9 Do ABM in Sprints

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Start.
Learn.
Adapt.
Keep going.

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10 Make Your Customers Heroes

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How Do You Achieve
Customer Heroism?

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My wife, Manmeet
My lifelong
customer!
WIFE HEROISM
MY IMPACT GRAPH

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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

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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

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YOUR IMPACT GRAPH
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
What if you stopped
doing what’s here?
And focused on
everything here?
CUSTOMER HEROISM

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Create your #OneTeam magic!
Terminus.com/OneTeam
@sangramvajre

43. Check out the daily
#FlipMyFunnel podcast
on iTunes