WTF is ABM? How to Do Account-Based Marketing [Podcast]

Account Based Marketing is growing like crazy, but what exactly does it mean and how can you do it well? Learn from Sangram Vajre, Co-Founder and CMO at Terminus, about whether or not you should implement ABM strategies & how to go about it. 

Guest bio: 

Sangram is the CMO & Co-founder of B2B account-based software, Terminus, and the author of Account-Based Marketing for Dummies. He speaks on the topic of marketing technology all over the world and is the driving force behind the Flip My Funnel conference. 

Episode breakdown: 

• What is Account-Based Marketing?

• Only 1% of leads turn into customers

• The difference between account-based strategies and typical B2B tactics

• Stages of a flipped funnel:

  • Identify Companies > Expand > Engage > Create Advocates

• Focus on the real metrics that will matter, not “vanity” metrics

• The alignment between sales & marketing and why it matters in ABM

• “Nobody ever hires a lead executive, they hire an account executive.”

• Pipeline Acceleration/Velocity

• The end goal of ABM – it’s not all about leads

• Who should think about implementing an ABM strategy?

• “Account-Based Marketing isn’t...a one-trick pony.”

• When is it the right time to implement ABM?

• Creating a “shelf space” in customers’ brains

• The growth of ABM software: good tools for your marketing stack

Resources:

• MarketingProfs conference

• Account-Based Marketing for Dummies  

• Flip My Funnel

• LinkedIn Navigator

• Datafox

• Datanyze

• DiscoverOrg

• Salesforce mapping

  • LeanData

  • Engagio

• Predictive tools

  • Infer

  • Mintigo

  • Lattice Engines

• Terminus (amplifying your message)

• Analytics

  • Bright Funnel

  • Bizible

• PFL (Printing for Less)

• Gary Vaynerchuk

Connect with Sangram:

• Twitter