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FlipMyFunnel Austin 2019 Roadshow
This document discusses moving marketing from good to great using an Account-Based Marketing (ABM) approach. It introduces the TEAM framework for ABM, which stands for Target, Engage, Activate, and Measure. It then discusses maturity curves for how marketing progresses from average to good to great on each element of the TEAM framework. Key points include prioritizing quality over quantity for engagement, focusing on proactive account activation over reactive approaches, and using a single unified scorecard for measurement rather than separate funnels. The document advocates aligning sales and marketing as a unified team to most effectively implement ABM strategies.
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FlipMyFunnel Austin 2019 Roadshow
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- 3. THANKS TO OURSPONSORS!
- 4. ABMis B2B.Taking Your Salesand Marketing from Good to Great SANGRAM VAJRE
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- 7. greatness Greatness is nota function of circumstance. Greatness, it turns out, is largely a matter of conscious choice. – Jim Collins @SangramVajre
- 8. What is greatmarketing? @SangramVajre
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- 11. ABM is B2B. 4-yearjourney 2016 Better Acquisition 2017 Pipeline Velocity 2018 Account Expansion 2019 ABM is B2B @SangramVajre
- 12. The value ofmarketing is defined by Sales TRUTH #1
- 13. Your vanity ismaking your marketing ugly TRUTH #2
- 14. Some accounts deservechampagne— others sparking water TRUTH #3
- 15. The TEAM Framework Simple,Powerful, Connected Capabilities that Drive Account-Based Success TARGET ENGAGE ACTIVATEMEASURE TEAM Drive authentic long-term relationships with companies that will love you @SangramVajre
- 16. Let’s talk TEAM Howcan you TARGET better? How can you ENGAGE better? How can you ACTIVATE better? How can you MEASURE better? Which engagement strategies work for your business (email, video, ads, direct mail, etc) 1. What tools do you use? 2. How do you orchestrate a sales and marketing engagement play? 1. What are your current targeting strategies you use? 2. What tools do you use? 3. What owns account creation and is it working? 4. How many accounts should each rep have and why? 1. What’s your sales team structure? 2. What tools do you use? 3. How does marketing actives sales to focus on the right accounts every day? 4. Should SDR report into marketing or sales and why? 1. What does an “ideal” ABM scorecard look like for you? 2. What tools do you use? 3. How often do sales and marketing update account list, report on KPIs? 4. What metrics you need to STOP measure and which metrics you need to START measuring?
- 17. So, what mattersto you? “Good is the enemy of Great.” – Jim Collins @SangramVajre
- 19. ABMis B2B.Taking Your Salesand Marketing from Good to Great SANGRAM VAJRE
- 20. GOOD TO GREAT Average Parenting ParentMaturity Curve Good Parenting Great Parenting PARENTING Disclaimer: Results may vary @SangramVajre
- 21. GOOD TO GREAT PARENTING Good ParentingGreat ParentingAverage Parenting ▶ Watch TV Feed Play Watch Finding Nemo Watch the entire Rocky series @SangramVajre
- 22. GOOD TO GREAT PARENTING Good ParentingGreat ParentingAverage Parenting Feed Healthy Snacks Feed EPIC proportions of pancakes! Watch TV ▶ Feed Play @SangramVajre
- 23. GOOD TO GREAT PARENTING Good ParentingGreat ParentingAverage Parenting Play XBOX games Go flyingWatch TV Feed ▶ Play @SangramVajre
- 24. GOOD TO GREAT Average Parenting GoodParenting Great Parenting PARENTING Watch TV Feed Play Watch kids movies Feed Healthy Snacks Play XBOX Watch all the Rocky movies Feed EPIC proportions of pancakes Go flying @SangramVajre
- 25. The TEAM Framework Simple,Powerful, Connected Capabilities that Drive Account-Based Success TARGET ENGAGE ACTIVATEMEASURE TEAM Drive authentic long-term relationships with companies that will love you @SangramVajre
- 26. GOOD TO GREAT Average Marketing GoodMarketing Great Marketing MARKETING TARGET ENGAGE ACTIVATE MEASURE B2B Maturity Curve @SangramVajre
- 27. “It’s very easyfor us to think we live in this mass-market world, but we don’t. We live in a micro-market world.” — SETH GODIN on the FlipMyFunnel podcast TARGET @SangramVajre
- 28. GOOD TO GREAT MARKETING TARGET ENGAGE ACTIVATE MEASURE Where youmight be Where you are goingWhere you’ve been Static: “Top 100 accounts” Dynamic: “Always On”Disconnected 25,000 leads at Masergy ~7X Opportunity Creation 50% Higher pipeline 10% Sales Cycle Reduction 5x more engagement from targeted accounts 70% to 90% NPS score skyrocketed with upserving @SangramVajre
- 29. “I can paymore attention to your content if it can suck less.” ENGAGE @SangramVajre
- 30. GOOD TO GREAT MARKETING TARGET ENGAGE ACTIVATE MEASURE Where youmight be Where you are goingWhere you’ve been Quality ExperientialQuantity Traffic: “All” traffic is equal. - Events - Website - Webinars - Emails 70% of the traffic from non-target accounts. Traffic: Website traffic is down by 15% but now 70% is from the “right” target accounts. Tools: 22 technologies Tools: Went from 22 to 6 tools to do B2B at scale. Cost of customer acquisition: A 60% drop Tech Stack - Terminus - Pardot - Salesforce - Salesloft - DealSignal - LinkedIn Sales Navigator @SangramVajre
- 31. “My title isAccount Executive , not Lead Executive.” — MEG ZELMAN on the FlipMyFunnel podcast ACTIVATE @SangramVajre
- 32. GOOD TO GREAT MARKETING TARGET ENGAGE ACTIVATE MEASURE Where youmight be Where you are goingWhere you’ve been Proactive PrioritizedReactive Accounts: 250 Team Structure: 4 FTE’s dedicated to ABM Win rate: 95% win-rate from target account strategy Sales a customer: 2X annually survey for satisfaction. YOU’VE GOT MAIL @SangramVajre
- 33. “Great companies create businessmodel innovation and not just product innovation.” —BRIAN HALLIGAN on the FlipMyFunnel podcast MEASURE @SangramVajre
- 34. GOOD TO GREAT MARKETING TARGET ENGAGE ACTIVATE MEASURE Where youmight be Where you are goingWhere you’ve been Double Funnel One ScorecardFunnel Measure everything: Inbound / Outbound B2B at scale: Over 500 concurrent ABM 1:1 campaigns Metrics: Time on site, Velocity, Penetration “Now Marketing can forecast how many reps are needed in which territory and can also predict win-rate with engagement insights.” –Daniel Day @SangramVajre
- 35. GOOD TO GREAT Average Marketing =Inefficient Growth Good Marketing = Efficient Growth in Isolation Great Marketing = Efficient Growth at Scale MARKETING TARGET ENGAGE ACTIVATE MEASURE B2B Maturity Curve T - Disconnected E - Quantity A - Reactive M - Funnel T - Static E - Quality A - Proactive M - Double Funnel T - Dynamic E - Experiential A - Prioritized M - One Scorecard @SangramVajre
- 36. GOOD TO GREAT Average Good Great PARENTING Mom andDad Aligned Mom and Dad as OneTeam Many Activities Few Activities Marketing and Sales Aligned Many Tools Marketing and Sales as OneTeam Few Tools MARKETING @SangramVajre
- 37. ABM is B2B.in action with the campaign workbook TEAM framework for Acquisition strategy 1. What are your current acquisition strategies? 2. What tools do you use? 3. What roles should sales and marketing play? 4. How do you measure success? 5. Where are you on the B2B Maturity Curve and how you move forward? TEAM framework for Pipeline Velocity strategy 1. What are your current pipeline strategies? 2. What tools do you use? 3. What roles should sales and marketing play? 4. How do you measure success? 5. Where are you on the B2B Maturity Curve and how you move forward? TEAM framework for Expansion strategy 1. What are your current expansion strategies? 2. What tools do you use? 3. What roles should sales and marketing play? 4. How do you measure success? 5. Where are you on the B2B Maturity Curve and how you move forward?
- 38. So, what mattersto you? “Good is the enemy of Great.” – Jim Collins @SangramVajre
- 39. to the Daily #FlipMyFunnelPodcast LISTEN CONTENT text now to get these slides Text B2BACCESS to 33777 @SangramVajre
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- 41. Integrates with: Turn EveryEmail into a Marketing Campaign Sigstr dynamically inserts targeted 1:1 ads in the email signature section of every email your employees send. Advanced Analytics Understand exactly how your Sigstr campaigns are performing with click metrics and opportunity data. Measure email and calendar patterns with Relationship scores. Lock Down Your Brand Sigstr makes it a breeze to administrate the contact details within every email email signature no matter how many employees or offices you have.
- 43. 500+ Teams Banner ads launchedannually 7 000+ Won revenue influenced by Sigstr banners $37 BILLION Won revenue sourced from Sigstr banners $8 BILLION 1.5+ BILLION Annual banner ad displays
- 46. © 2019 TerminusSoftware, Inc. All rights reserved.