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ABM Interactions: Engaging Your Target Accounts Where They Are

ABM Interactions: Engaging Your Target Accounts Where They Are

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ABM Interactions: Engaging Your Target Accounts Where They Are

  1. 1. ABM Interactions: Engaging Your Target Accounts Where They Are
  2. 2. @sangramvajre Sangram Vajre Co-Founder and CMO, Terminus Founder of the #FlipMyFunnel Movement Previously, Head of Marketing, Pardot, Salesforce
  3. 3. Less that 1% of the leads turn into customers. Forrester Research Less than 2% of the cold calls result in appointment. LeadJob In B2B, on average 7 people are involved in most buying decision. Gartner Over 50% of CMOs want to measure pipeline velocity and revenue. #FlipMyFunnel @sangramvajre
  4. 4. AWARENESS Start broad — Everyone is a target INTEREST Spend more money to qualify CONSIDERATION Call. Email. Call. Email… PURCHASE Thank God, they didn’t know enough about our competitors  @sangramvajre
  5. 5. It’s Personal @sangramvajre
  6. 6. IDENTIFY Start with the best-fit EXPAND Focus on people in same roles ENGAGE Right Content, Right Channel ADVOCATE Turn Customers into fans @sangramvajre
  7. 7. @sangramvajre
  8. 8. What is Account-Based Marketing? Focused B2B “Smarketing” @sangramvajre
  9. 9. B2B Marketing Interactions Hi Tech Hi Touch Low Tech Low Touch Display ads and video advertising Facebook, Twitter, LinkedIn advertising Email nurturing Content marketing Thought leadership e-books Thought leadership webinars Direct mail Sales calls Doing small targeted events VIP Dinners/sporting events @sangramvajre Sponsoring big events Print Ads Personalized videos Customer Success webinars Customer / industry specific webinars Customer product demo
  10. 10. B2B Marketing Interactions Hi Tech Hi Touch Low Tech Low Touch Display ads and video advertising Facebook, Twitter, LinkedIn advertising Email nurturing Content marketing Thought leadership e-books Thought leadership webinars Personalized videos Customer Success webinars Customer / industry specific webinars Customer product demo Direct mail Sales calls Doing small targeted events VIP Dinners/sporting events Sponsoring big events Print Ads @sangramvajre At ScaleManual
  11. 11. How to apply Interactions to account-based marketing strategy? @sangramvajre
  12. 12. STAKEHOLDERS CMO, Demand Gen, Sales Development STRATEGIES Demand Generation Warming up accounts (outbound) INTERACTIONS Display ads and video advertising Facebook, Twitter, LinkedIn advertising Email nurturing, Content marketing SUCCESS METRICS Increase in MQAs Increase in Sales Appointments Increase in Account Awareness Interaction #1: Hi-Tech, Low-Touch @sangramvajre
  13. 13. Interaction #2: Hi-Tech, Hi-Touch STAKEHOLDERS CMO, CSO, CEO STRATEGIES Pipeline Velocity Sales Velocity INTERACTIONS Targeted Ads, Direct mail, Sales calls, Doing small targeted events, Webinars SUCCESS METRICS Increase in new opportunities and pipeline Increase in sales velocity Increase in closed-won deals @sangramvajre
  14. 14. Interaction #3: Low-Tech, Hi-Touch STAKEHOLDERS “Smarketing”, CSO, Customer Success STRATEGIES Ups-sell, Cross-sell Adoption INTERACTIONS Product videos, direct mail, events, calls SUCCESS METRICS Increase in new biz Increase in revenue per account @sangramvajre
  15. 15. Account-Based Marketing Framework http://bit.ly/abm-framework
  16. 16. ABM =Focused B2B “Smarketing” Sangram Vajre Co-Founder and CMO, Terminus @sangramvajre

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