Great

---

ABM is

B2B. Taking Your Sales and Marketing from Good to Great SANGRAM VAJRE

@SangramVajre

What is greatness?

@SangramVajre

greatness Greatness is not a function of circumstance. Greatness, it turns out, is largely a matter of conscious choice. – Jim Collins

@SangramVajre

GOOD TO

Parent Maturity Curve

GREAT PARENTING

Disclaimer: Results may vary

Great Parenting

Good Parenting

Average Parenting @SangramVajre

GOOD TO

GREAT PARENTING

Average Parenting

Good Parenting

▶ Watch TV

Watch Finding Nemo

Great Parenting Watch the entire Rocky series

Feed Play

@SangramVajre

GOOD TO

GREAT PARENTING

Average Parenting

Watch TV

Good Parenting Feed Healthy Snacks

Great Parenting Feed EPIC proportions of pancakes!

▶ Feed Play

@SangramVajre

GOOD TO

GREAT PARENTING

Average Parenting

Watch TV

Good Parenting Play XBOX games

Great Parenting Go flying

Feed ▶ Play

@SangramVajre

GOOD TO

GREAT

Watch all the Rocky movies Feed EPIC proportions of pancakes

PARENTING

Go flying

Watch kids movies

Great Parenting

Feed Healthy Snacks Play XBOX Watch TV Feed Play Good Parenting

Average Parenting @SangramVajre

What is great marketing?

@SangramVajre

Videos

Personalization Email

Metrics

Direct Mail

Influence Conversations

Engagement

Human Interaction

Storytelling

Forms Chats

Service

Magical Moments

Calls

Targeted Ads

Community

Customer Delight

@SangramVajre

ABM is…

@SangramVajre

ABM is B2B. 4-year journey

2016

2017

2018

2019

Better Acquisition

Pipeline Velocity

Account Expansion

ABM is B2B @SangramVajre

The TEAM Framework Simple, Powerful, Connected Capabilities that Drive Account-Based Success

TARGET

ENGAGE

TEAM MEASURE

ACTIVATE

Drive authentic long-term relationships with companies that will love you @SangramVajre

GOOD TO

GREAT

B2B Maturity Curve

MARKETING

TARGET Great Marketing

ENGAGE

ACTIVATE

MEASURE Good Marketing

Average Marketing @SangramVajre

TARGET “It’s very easy for 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

@SangramVajre

GOOD TO

GREAT MARKETING

TARGET

ENGAGE

Where you’ve been

Where you might be

Where you are going

Disconnected

Static: “Top 100 accounts”

5x more engagement from targeted accounts

25,000 leads at Masergy

ACTIVATE

MEASURE

Dynamic: “Always On”

~7X 10% Sales Cycle Opportunity Reduction Creation

50% Higher pipeline

70% to 90% NPS score skyrocketed with upserving

@SangramVajre

ENGAGE “I can pay more attention to your content if it can suck less.”

@SangramVajre

GOOD TO

GREAT MARKETING

TARGET

ENGAGE

Where you’ve been

Where you might be

Quantity

Quality

Experiential

Traffic: “All” traffic is equal.

Traffic: Website traffic is down by 15% but now 70% is from the “right” target accounts.

Tools: Went from 22 to 6 tools to do B2B at scale.

-

ACTIVATE

MEASURE

-

Events Website Webinars Emails

70% of the traffic from nontarget accounts.

Where you are going

Cost of customer acquisition: A 60% drop

Tools: 22 technologies Tech Stack - Terminus - Pardot - Salesforce - Salesloft - DealSignal - LinkedIn Sales Navigator

@SangramVajre

ACTIVATE “My title is Account Executive , not Lead Executive.”

— MEG ZELMAN on the FlipMyFunnel podcast

@SangramVajre

GOOD TO

GREAT MARKETING

TARGET

Where you’ve been

Where you might be

Reactive

Proactive

Prioritized

Accounts: 250

Win rate: 95% win-rate

Team Structure: 4 FTE’s

from target account strategy

ENGAGE

Where you are going

dedicated to ABM ACTIVATE

MEASURE

Sales a customer: YOU’VE GOT

MAIL

2X annually survey for satisfaction.

@SangramVajre

MEASURE “Great companies create business model innovation and not just product innovation.”

—BRIAN HALLIGAN on the FlipMyFunnel podcast

@SangramVajre

GOOD TO

GREAT MARKETING

TARGET

ENGAGE

Where you’ve been

Where you might be

Funnel

Double Funnel

One Scorecard

Measure everything: Inbound / Outbound

B2B at scale: Over 500

“Now Marketing can forecast how many reps are needed in which territory and can also predict win-rate with engagement insights.”

concurrent ABM 1:1 campaigns

Metrics: Time on site, ACTIVATE

Velocity, Penetration

Where you are going

–Daniel Day MEASURE

@SangramVajre

GOOD TO

GREAT

B2B Maturity Curve T - Dynamic E - Experiential A - Prioritized M - One Scorecard

MARKETING

TARGET

ENGAGE

ACTIVATE

MEASURE

T - Disconnected E - Quantity A - Reactive M - Funnel

T - Static E - Quality A - Proactive M - Double Funnel

Great Marketing = Efficient Growth at Scale

Good Marketing = Efficient Growth in Isolation Average Marketing = Inefficient Growth @SangramVajre

GOOD TO

GREAT

Mom and Dad as OneTeam

PARENTING MARKETING

Few Activities

Marketing and Sales as OneTeam Few Tools

Great Mom and Dad Aligned

Marketing and Sales Aligned Many Tools

Many Activities

Good

Average

@SangramVajre

So, what matters to you? “Good is the enemy of Great.” – Jim Collins

@SangramVajre

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CONTENT

to the Daily #FlipMyFunnel Podcast

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ABMisB2B to 33777 @SangramVajre

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