This Panel discussion ft. Sangram Vajre from @terminus, Brandon Redlinger from @engagio and Justin Gray from @myleadmd was presented by The BMA Phx and moderated by Matt Hensler. It discusses the tectonic shift in B2B from demand generation to Account Based strategies. The panel weighs in on who should use ABM and what are the keys to success with this much hyped buzzword.
Falcon's Invoice Discounting: Your Path to Prosperity
Account Based Marketing: What's Next for B2B
1.
2. About the Panelists
Justin Gray
@jgraymatter
CEO & Founder
LeadMD
Sangram Vajre
@SangramVajre
CMO & Co-Founder
Terminus
Brandon Redlinger
@Brandon_Lee_09
Director of Growth
Engagio
3. Agenda
• What is #FlipMyFunnel?
• The importance of sales and marketing alignment
• How to build an ABM Playbook
• Q & A
Flipping
Funnels:
How Account-
Based Marketing
is Changing
Everything
5. Why are you here?
Less
than 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
50%
of B2B Marketers
want to measure
pipeline velocity
and revenue as the
key metrics
— #FlipMyFunnel
6. The old way of thinking is sinking.
Teaching old dogs new tricks is hard.
7. Let’s flip the funnel
Change is hard but what if we made it fun?
Focused
B2B
“Smarketing”
19. The Buying Team:
• Initiator
• Decision Maker
• Buyer
• Influencer
• User
• Gatekeeper
#1 - The Players
The Selling Team:
• Sales
• Marketing
• CS
• Executive staff
• Product/Eng.
• Etc.
20. #2 – The Number
75%
The Experts are wrong…
Mediocrity is NOT ok!
Not all touches are created equal.
21. 75%
• CofffeSender
• PFL
• Social
• Text messages
• Personal video
• Google Hangout
• Door to door
• Free standing inserts in
newspapers
• Personal website
• AngelList profile
• Slideshare
• Fax
• Ads
#3 – The Channels
22. #4 – The Timing
75%
“The difference between lettuce and garbage is timing.”
23. Avoid at all costs!
Instead:
• Reemphasize business value
• Offer insight
• Educate
• Share news
#4 – The Content
24. Example Play – “Core Prospecting”
Overview:
• Manually launched
• 12 steps
Players:
• Our Team
• Marketing
• CEO
• ADR
• Their Team
• Head of Marketing
• Head of Sales
• Head of Sales Dev.
30. About the Panelists
Justin Gray
@jgraymatter
CEO & Founder
LeadMD
Sangram Vajre
@SangramVajre
CMO & Co-Founder
Terminus
Brandon Redlinger
@Brandon_Lee_09
Director of Growth
Engagio