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
-
Salesforce mapping
-
Predictive tools
-
Terminus (amplifying your message)
-
Analytics
-
PFL (Printing for Less)
Connect with Sangram: