7 Strategies for Account-Based Marketing with Salesforce

7 Strategies to Do Account-Based
Marketing with Salesforce
November 7th, 2017
Sangram Vajre
Co-Founder & CMO @Terminus
@SangramVajre #ABM #DF17

“Sangram Here!”
• Head of Marketing, Pardot (now Salesforce)
• Co-founder and CMO of Terminus
• Founder of the #FlipMyFunnel community
• I am now an author (by accident)

I wrote a book on ABM so this better be
a hot trend!

Agenda
7 Strategies to Do Account-Based
Marketing with Salesforce
The Evolution of
Marketing Technology
The Rise of Account-
Based Marketing
#FlipMyFunnel
model for #ABM
7 Strategies for
ABM in Salesforce
Achieving
Customer
Heroism

We have a problem
as marketers

It’s the same problem
my 7-year old kid has…

We try to do everything,
all at once!

“Let’s play, Papa!”
Baseball T-shirt
Football socks Tennis shoes
Baseball shorts
Football

“Let’s play, Papa!”
Show off!

We all suffer from “shiny object” syndrome

The Evolution of
Marketing Technology

The reason everyone in B2B is talking about ABM is because
of Salesforce!
Salesforce is the largest
CRM in the world
• “Rising tide lifts all boats”

Evolution of ABM - it all comes back to Salesforce!
Scott Brinker
(@ChiefMarTec) annual
#MarTech landscape
Thousands of marketing technology solutions out there

Evolution of Marketing Technology
Unchanged Channel: Email / Call Unchanged focus: Lead Generation
Predictive
Email Marketing
Marketing
Automation
2000 2005
2010

So over the last 15 years, all we did was get addicted to leads

We have a lead addiction!

Unfocused demand gen creates poor quality leads
If you’re engaging with everyone, how do you get the best customers?
Unfocused
Demand Gen and
Branding
Poor quality

#1 challenge for B2B marketers is generating high
quality leads
But…isn’t that what we thought we were focusing on?
94 % of the buying
process is done online
— MarketingProfs
On average, 7 to 12
people part of the
decision making process
— Gartner
But sales reps only know how to email
and call?
But we only talk to one person that is in
our CRM or MAP or filled out a form.

The mega trend of marketing technology from 2000-2015
It’s left us with a lot more work to find the best-fit customers
+ =
Less than 1% of
leads turn into
customers
— Forrester
RESULTS:
TECHNOLOGY
EVOLUTION
More Technology
MORE
LEADS
More Work

Tweet this!
If you suck at marketing,
you will suck at account-based marketing.

Here’s the good news
You can make the switch from lead generation to ABM today!

The Rise of
Account-Based Marketing

Quick Definition of Account-Based Marketing
Laser-focused
B2B “smarketing”
( sales + marketing alignment )

Your Customers Wants
Thoughtful
personalization
Engage on
their terms
Show value

#FlipMyFunnel Model

Less than 1% of leads turn into customers
Challenges of lead based marketing
• Misaligned with sales
• Requires form-fills
• Inefficient
• Overly broad
• Not personalized or superficially
personalized
@SangramVajre #FlipMyFunnel model for #ABM #DF17

Account-Based Marketing Flips the Funnel
#FlipMyFunnel for #ABM
• Identify: Start with the best-fit accounts
• Expand: Focus on people in same roles
• Engage: Right content, right channel
• Advocate: Create raving fans
• Measure: Gauge the results & adjust

Account-Based Marketing is a Mindset
#FlipMyFunnel model for #ABM
Email / Call
Lead Generation
Channels that matter
to your customer
Focus on only the
best-fit accounts
and influence the people
within that account

Account Engagement Journey
All possible using Salesforce
TARGET ENGAGE ACCELERATE
TACTICS
 Account-Based Ads
 Events
 Direct Mail
 Email
 Social
 Sales Development
@SangramVajre Account Engagement Journey #ABM #DF17

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

Fit + Intent + Engagement for ABM Works!
Q3 Results at Terminus
Area of Focus Improvement
Demo to Interest
Conversion Rate
+48%
Interest to Win Ratio +35%
Average Deal Size +20%
Accounts / SDR 500 → 100
+
+
+

If the account is not a Fit, and does
not match your ICP
THEN DON’T TRY
TO ENGAGE!

Account-Based Marketing Technology Stack
bit.ly/stack-grader

7 Strategies for ABM in Salesforce

Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage
ABM Strategy
(1:1, ABM Lite,
Programmatic)
Lead-Based
Strategy
(Bolt-On ABM)
Demand Gen Sales Pipeline Customer Marketing
Pre-
targeting
Renewal
& Upsell
Pipeline
Acceleration
Wake the
Dead
Account
Nurture
Lead-to-
Account
Nurture
Land &
Expand
X
7 Strategies of Account-Based Marketing
All possible using Salesforce
@SangramVajre 7 Strategies of #ABM #DF17

PURPOSE
Generate awareness with
cold / net-new accounts to
improve outcomes for
outbound campaigns
TACTICS
Terminus campaigns
SDR cadences
Email campaigns
BENEFITS
Improved engagement
rates, account
penetration, and MQAs
created
KPIs
# of meetings set
% of accounts that show
engagement
# of target accounts that
attend an event or
webinar
Demand Gen
Pre-Targeting
ABM Strategy + Terminus
Demand GenDemand Gen

What they did →
✓ Identify target accounts via Datanyze and Redbooks
✓ Expand using Terminus, then add 2-3 contacts per account via LinkedIn
✓ Engage using Terminus with SDR outreach (LinkedIn, SalesLoft, Velocify)
✓ Measure: Implemented A/B tests (Half of the accounts saw Terminus ads,
half did not)
WP Engine’s Story
CASE STUDY: Demand Gen > Pre-Targeting
John Hessinger
Sr. Director,
Demand Gen
& Growth
Mike Sanchez
Sr. Director,
Acquisition Sales
@mikeasanchez

Results→
✓ Engaged 93% of accounts on target list
✓ 59% increase in email open rates (from 27% to 43%)
✓ 29% increase in reply rates (from 4.9% to 6.3%)
✓ 28% increase in opportunities generated
✓ Higher quality meetings and sales kept hearing “We see you everywhere!”
CASE STUDY: Demand Gen > Pre-Targeting
WP Engine’s Story

PURPOSE TACTICS BENEFITS KPIs
Engage key stakeholders
throughout account to
increase conversion to
sales pipeline
Terminus campaigns
Email campaigns
Webinars
Direct mail
Events
Retargeting
Increased engagement
throughout entire
account and accelerated
pipeline conversion
Lead-to-opportunity
conversion rate
MQA-to-opportunity
conversion rate
Pipeline created
Account Nurture

Invoca’s Story
What they did →
✓ Ran campaigns on accounts they had initial
engagement with. The goal was creating new
opportunities
✓ Segment campaigns by industry with industry
specific messaging
✓ Measure: Compared opportunities created
within ABM accounts to opportunities created
in non ABM accounts
Julia Stead
Sr. Director of Demand
Generation at Invoca
TIER
3
TIER
2
TIER
1
10-20 Focus
Accounts / Rep
CASE STUDY: Demand Gen > Account Nurture

What they did →
Rolled out ‘omnichannel nurturing’, a consistent set of messages across
all channels, that progress them through their path to purchase.
Direct Mail Email Display SDR outbound
Invoca’s Story
Julia Stead
Sr. Director of Demand
Generation at Invoca

Results→
✓ 200% increase in the number of opportunities created
✓ Generated 2x more pipeline
✓ 26x ROI which validated their ABM program (Terminus + PFL)
Invoca’s Story

Deliver message beyond
the individual lead
and engage more
stakeholders in the
account
Terminus campaigns
Lead-based email
nurture
Retargeting
Expands reach of nurture
to include other key
stakeholders Increased
likelihood of converting to
opportunity
Lead-to-opportunity
conversion rate
Pipeline created
Lead-to-Account Nurture (bolt on ABM)

Highspot’s Story
What they did →
✓ When leads come into Marketo, the lead is
routed to an account with Full Circle
✓ The account is added to an awareness
campaign
✓ The account is scored A, B, C.
✓ ADRs work top accounts while Terminus
reaches rest of the account
✓ Lower accounts are added to nurture with
Marketo and Terminus until they reach a
better score
CASE STUDY: Demand Gen > Lead-to-Account Nurture (bolt on ABM)

Results →
✓ Ran campaigns on accounts they had initial
engagement with. The goal was creating new
opportunities
✓ Early results show +30% lift in opportunities created
with Terminus ads
✓ Measure: Compared opportunities created within ABM
accounts to opportunities created in non ABM accounts
Highspot’s Story
CASE STUDY: Demand Gen > Lead-to-Account Nurture (bolt on ABM)

Sales Pipeline Acceleration
Dead OppOpportunity
ABM Strategy
(1:1, ABM Lite,
Programmatic)
Lead-Based
Strategy
(Bolt-On ABM)
Sales Pipeline
Pipeline
Acceleration
Wake the
Dead

Engage wider audience
of stakeholders during
sales process to
increase pipeline
velocity and win rates
Terminus campaigns
Sales person
engagement
Field marketing
activities
Events
Shorten sales cycle,
accelerate opp
progression, and increase
closed/won rates
Win rates
Opportunity stage
conversion
Sales cycle length
Revenue
Pipeline Acceleration
Sales PipelineSales Pipeline

Support.com’s Story
What they did →
✓ Launched Terminus campaign focused on 25 telecommunications companies
✓ Initial Goal: Which of those accounts engaged with content?
✓ Tracked engaged accounts to prioritize for sales team for laser-focus
✓ Measured opportunities created
CASE STUDY: Sales Pipeline > Pipeline Acceleration

Results→
✓ 3 opportunities created with value of $250,000 within 60 days
✓ Closed a deal from ABM campaign in 3 weeks (typical sales cycle is 6-24 months)
✓ 12 months after beginning ABM, 50% marketing influenced (previously, 100% of funnel
was sales/outbound)
Support.com’s Story
CASE STUDY: Sales Pipeline > Pipeline Acceleration

Generate pipeline by
re-engaging opportunities
that have been closed out
in the sales pipeline
Terminus campaigns
Sales person
engagement
Events
Direct mail
Webinars
Email nurture
Revives lost pipeline
which has a higher
propensity to buy
Pipeline generated
Win rates
Revenue
Wake the Dead
Sales PipelineSales Pipeline

Vidyard’s Story
What they did →
✓ Used Terminus to target their “Closed-Lost” opportunities
✓ Content mapping: case study
✓ Goal: Re-awaken the dead opportunities and engage with known and unknown contacts
to re-engage
✓ Measure: How many dead opportunities came back to life? And how long did it take to
get back into conversation with them?
CASE STUDY: Sales Pipeline > Wake the Dead

Results→
✓ Revived over 35 different opportunities worth millions in pipeline
✓ Saw these opportunities come back to life after 30-60 days of being
in a Terminus campaign
Vidyard’s Story
CASE STUDY: Sales Pipeline > Wake the Dead

Customer Marketing
Renewal & Expansion
Customer Marketing
Renewal
& Upsell
Land &
Expand
ABM Strategy
(1:1, ABM Lite,
Programmatic)
Lead-Based
Strategy
(Bolt-On ABM)

Engage other divisions
or business units within
an account
Terminus campaigns
Sales outreach
Account management
Email campaigns
Direct mail
Case study
Increase revenue in
existing accounts by
targeting other divisions
with customized
messaging
PURPOSE KPIs
New revenue
% of new revenue
influenced
Churn rate
BENEFITSTACTICS
Land & Expand
Customer Marketing

Terminus’ Story
What we’re doing→
✓ Targeting top few customers who we’d like to expand our reach within
✓ Examples: Dell and Salesforce
✓ Landing Page: Tells them more info about Terminus and gives them the option to chat
with our Strategic Success Manager
✓ Goal: New marketing departments learn about the partnership with Terminus and want
to run campaigns for their team as well
CASE STUDY: Customer Marketing > Land & Expand

Early Results→
✓ High engagement within these accounts
✓ A new marketing team from Salesforce reached out to us within 2 weeks to learn more
about Terminus and could need more campaigns
Terminus’ Story
CASE STUDY: Customer Marketing > Land & Expand

PURPOSE KPIsBENEFITSTACTICS
Engage key decision
makers beyond user in
order to increase renewal
rates and contract value
Terminus campaigns
Sales outreach
Account management
Email campaigns
Direct mail
Improved contract value
and churn rates by
engaging the entire
account prior to renewal
New revenue
% of new revenue
influenced
Churn rate
Renewal & Upsell
Customer Marketing

Rosetta Stone’s Story
What they did→
✓ Ran a ABM campaign for a new product launch
✓ Identified a list of customers that would be a good fit for the new product and added them to a
Terminus campaign
✓ Launched this campaign 6 months ago with the goal of new opportunities being created
✓ Surrounded account with targeted content such as case studies
CASE STUDY: Customer Marketing > Renewal & Upsell

Results→
✓ 70% increase in the number of opportunities created compared to accounts that
didn’t see Terminus ads
✓ 26% increase in web visits from accounts in Terminus campaign
Rosetta Stone’s Story
CASE STUDY: Customer Marketing > Renewal & Upsell

Engagement is the new form fill for #ABM
@SangramVajre @PeterKHerbert @kewendel
Tweet this!

How do you win with ABM?
Make your customers
HEROES!

CUSTOMER HEROISM
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
IMPACT GRAPH

My wife, Manmeet
 My life-long customer!
WIFE HEROISM
MY IMPACT GRAPH

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 birthday?”
WIFE HEROISM
MY IMPACT GRAPH

Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Email newsletter
Blog and website updates
Analyst recommendations
In-person events
Industry or persona-based webinar
Account-based advertising/messaging
or LinkedIn Ads
CUSTOMER HEROISM
IMPACT GRAPH
Nurture programs

Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
What if you focused all
your efforts here?
What if you stopped doing
everything here?
Create your own IMPACT GRAPH

YOUR CUSTOMER WANTS
TO KNOW THAT YOU CARE...
MORE

Don't do it all
FOCUS
“If you suck at
marketing you will
suck at ABM”
Engagement is
the new form-
fill
Key Takeaways

Sangram Vajre
CMO & Co-Founder
@SangramVajre

7 Strategies for Account-Based Marketing with Salesforce

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