Welcome to the fourth installment of our 6 For 6 Blog Series! This is a series of 6 answers to 6 buzz-worthy questions from leading marketing influencers around the country. This blog features Sangram Vajre, Co-founder and CMO at Terminus, an Account-Based Marketing platform that enables B2B marketers to target accounts, engage decision-makers and help accelerate sales pipeline. He also the author of the book “Account-Based Marketing For Dummies”. Since Sangram and his talented team have been on the front lines of the #FlipMyFunnel movement and the Account-Based Marketing (ABM) revolution, we had to get his thoughts on the subject.
1. You literally wrote the book on Account-Based Marketing. What advice would you give to a business that wants to embrace ABM?
Start by challenging the status quo on how you measure the success of your marketing programs. The way most B2B marketers currently measure success is in new leads generated, the number of form completions, and other “vanity” metrics. These are all mostly B.S.. Get as close as possible to business metrics to make sure your efforts matter to the key stakeholders in the company.
2. How would you define a successful ABM strategy?
Below is the ABM framework that we created at Terminus. It has seven different stages for the account’s journey, which goes beyond the typical B2B buyer’s journey—creating a more comprehensive customer experience. This framework is for anyone who wants to understand how their ABM campaigns can run successfully. It covers different applications of ABM from complimenting your demand generation efforts, to using ABM to provide “air cover” for sales.
3. Is there anything a business should keep in mind before running account-based plays?
The first step for Account-Based Marketing is identifying the right accounts (See the #FlipMyFunnel depiction for reference). Once you’ve identified your set of target accounts, expand your reach by having the correct data on the contacts, decision-makers, and stakeholders in the account. Then make sure your marketing efforts are tailored to engaging those people on their terms. We’re talking about using channels such as mobile, social, display advertising, videos, and direct mail in addition to the emails and calls they’re getting from your sales team.
4. So, we’ve noticed that you ask members of the MarTech community to draw a funnel at the Flip My Funnel conference. Which one has been your favorite?
Below is the picture from the first #FlipMyFunnel conference in Atlanta where Jeff Perkins (CMO at QASymphony) drew a cocktail shaker and he said that leads come in and they shake it with tons of marketing and sales campaigns and a few become customers but the majority fall off! It was super funny.
5. If you had to write another book, what would it be?
Hacking startups and building a category for a brand new product!
6. Your guilty pleasure TV show (or current TV obsession) is … ?
House of Cards.
Join Sangram, Terminus and team EverString at our Account-Based Marketing After Hours event in Atlanta!
6 for 6 profile: Sangram Vajre, the co-founder and CMO of Terminus, is a passionate, marketing geek at heart who loves to solve problems, both analytically and creatively. Over the years, Sangram has amassed invaluable experience from his exposure to startups, consulting, and global companies. Previously, Sangram headed up marketing at Pardot, which was acquired by Salesforce in 2013.