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