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

April 19, 2016 Uberflip Hub

Account based marketing (ABM) 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. 

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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:

Connect with Sangram:

Flip the Switch

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