MEGA TRENDS>> Evolution Drives Revolution

<<

@SangramVajre @Terminus #ABM #UFXATL

##UFXATLl @SangramVajre

Introduction

Evolution – 2000 to 2015

Revolution – 2015 to 2030

010203

THE RUN DOWN

@SangramVajre @Terminus #ABM #UFXATL

Sangram here!

• Head of Marketing, Pardot (now Salesforce)• Co-founder and CMO of Terminus• Founder of the

#FlipMyFunnel community• I am now an author (by accident)

@sangramvajre

Introduction

#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

TECHNOLOGY EVOLUTION#

1

MEGA TREND

(2000s to 2015)

2000 20102005

Unchanged Channel: Email / Call

Unchanged focus: Lead Generation

Predictive

Email Marketing Marketing Automation

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

TECHNOLOGY EVOLUTION#

1

MEGA TREND

(2000s to 2015)

RESULTS

@sangramvajre#FlipMyFunnel @FlipMyFunnel

#1 challenge for B2B marketers is generating high quality leads

— IDG Research

But…isn’t that what we thought we were focusing on?

RESULTS

#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

@sangramvajre#FlipMyFunnel @FlipMyFunnel

94% of the buying process is done online —MarketingProfs

But…we only know how to email and call!

RESULTS

#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

On average, 7 to 12 people part of the decision making process —Gartner

But…we only talk to one person that is in our CRM or MAP or filled out a form.

RESULTS

#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

So, in last decade and half, Technology Evolution has left marketers with more technology and no real innovation to enable marketing tactics.

RESULTS

#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

STACK GRADER: Graded Account-Based Marketing stack of over 200+ companies. Shows an average of 20 tools per company.

#FlipMyFunnel @FlipMyFunnel

bit.ly/stack-grader

#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

DO-IT-ALLHEROISM#

2

MEGA TREND

(2000s to 2015)

Low Touch

Low Tech

HighTouch

High Tech Display advertising on social

(Twitter, Facebook, etc) Email nurturing Content marketing Thought leadership ebooks Thought leadership webinars

Sponsoring big events Print Ads

Direct mail Sales calls Doing small, targeted events VIP dinners / sporting events

Personalized videos Customer Success webinars Customer/industry specific

webinars Customer product demo

@SangramVajre @Terminus #ABM #UFXATL

DO-IT-ALLHEROISM#

2

MEGA TREND

(2000s to 2015)

RESULTS

@sangramvajre#FlipMyFunnel @FlipMyFunnel

15+ channels Unfocused Demand Gen and Branding Poor quality

#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

THE MEGA TRENDS FROM 2000 TO 2015 HAS LEFT US WITH THIS:

+ =Less than 1% of leads turn into customers — Forrester

RESULTS:TECHNOLOGY EVOLUTION

More Technology

DO-IT-ALLHEROISM

More Work

@SangramVajre @Terminus #ABM #UFXATL

THE GOOD NEWS

Today you can change the course of the future….The two mega trends for the next decade and a half will challenge the status quo

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

MEGA TRENDPREDICTION#

1

(2015 to 2025)

Technology Evolution > > Account-Based Marketing

@sangramvajre#FlipMyFunnel @FlipMyFunnel

I wrote a book on this, so it better be a hot trend :)

#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

@sangramvajre#FlipMyFunnel @FlipMyFunnel

The ABM trend is already growing strong

 

#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

It’s true!

If you suck at marketing, you will suck at ABM.

@sangramvajre

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

SO, WHAT IS ABM?

Account-Based Marketing is a

Mindset

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

Account-Based Marketing is a MindsetOLD WAY NEW WAY

Email / Call Lead Generation

Channels that matter to your customer

Focus on only the best-fit accounts and influence the peoplewithin that account

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

MEGA TRENDPREDICTION#

2

(2015 to 2025)

Do-it-all Heroism >> Customer Heroism

WHAT IS CUSTOMER HEROISM?

Customer believes you can solve their problems

Customer feels empowered Customer trusts you

#FlipMyFunnel @FlipMyFunnel#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

IMPACT GRAPH

CUSTOMER HEROISM

Low Impact (1X)

Need to Do

HighImpact(10X)

Must Do

@SangramVajre @Terminus #ABM #UFXATL

My wife, Manmeet

@sangramvajre#FlipMyFunnel @FlipMyFunnel

MY IMPACT GRAPHWIFE HEROISM

My life long customer!

#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

Low Impact (1X)

Need to Do

HighImpact(10X)

Must Do

Clean cars, pay the bills on time, take kids to

soccer

Try to become both Mom and Dad on the weekends and let her have some personal time Do dishes when she is

awayFlowers on a Wed

Asking her, “What do you want for Christmas?”

MY IMPACT GRAPHWIFE HEROISM

YOUR IMPACT GRAPHCUSTOMER HEROISM

Low Impact (1X)

Need to Do

HighImpact(10X)

Must Do

Email newsletter

Blog and website updates Analyst recommendations

In-person events

Industry or persona-based webinar

Account-based advertising/messaging or FB Ads

Low Impact (1X)

Need to Do

HighImpact(10X)

Must Do

What would happen if you

got rid of everything here?

What will happen if you put all your

focus here?

YOUR IMPACT GRAPHCUSTOMER HEROISM

EVOLUTIONIS NOTABOUTYOU

#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

EVOLUTIONIS ABOUTREVOLUTION

#FlipMyFunnel @SangramVajre @SangramVajre @Terminus #ABM #UFXATL

Welcome to Account-Based

Marketing

Have Questions?

Tweet me!@SangramVajre

@Terminus

#ABM #UFXATL