Account-based marketing: Engaging high-potential B2B prospects
Account Based Marketing: What's Next for B2B
31
Transcript of Account Based Marketing: What's Next for B2B
About the Panelists
Justin Gray@jgraymatter
CEO & FounderLeadMD
Sangram Vajre@SangramVajre
CMO & Co-FounderTerminus
Brandon Redlinger@Brandon_Lee_09Director of Growth
Engagio
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
What is #FlipMyFunnel?
Why are you here?
Lessthan 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
The old way of thinking is sinking.Teaching old dogs new tricks is hard.
Let’s flip the funnelChange is hard but what if we made it fun?
FocusedB2B
“Smarketing”
Account based
Start with the end in mind
Map tools to strategies
Why is marketing & sales alignment essential?
For every 400 inquiries, only 1 becomes a closed opportunity.
That is a conversion rate of only .25%.
The traditional funnel promotes waste.
What does the current sales & marketing cycle look like?
Marketing SalesM
QL/
SAL
Why should I call this guy? He only
downloaded a whitepaper!
Think Account Relationships. Not Leads.
Buyer engagement as a joint account plan between sales &
marketing Ac
coun
t
Buying Committee
This is how you engage in an ABM model
Marketing
MQ
L/SA
L
Executives
Sales
How do you engage your target accounts accounts?
You Need a Playbook!
1. Players2. Touches3. Channels4. Timing5. Content
Key Elements of a Playbook
The Buying Team: • Initiator• Decision Maker• Buyer• Influencer• User• Gatekeeper
#1 - The PlayersThe Selling Team: • Sales• Marketing• CS• Executive staff• Product/Eng.• Etc.
#2 – The Number
75%
The Experts are wrong…
Mediocrity is NOT ok!
Not all touches are created equal.
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
#4 – The Timing
75%
“The difference between lettuce and garbage is timing.”
Avoid at all costs!
Instead:• Reemphasize business value• Offer insight• Educate • Share news
#4 – The Content
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.
Core Prospecting Play
Core Prospecting Play
Core Prospecting Play
To: Head of MarketingFrom: CEO
Core Prospecting Play
The Engagio Playbook
Engagio.com/playbook
About the Panelists
Justin Gray@jgraymatter
CEO & FounderLeadMD
Sangram Vajre@SangramVajre
CMO & Co-FounderTerminus
Brandon Redlinger@Brandon_Lee_09Director of Growth
Engagio
