Account Based Marketing

1. ACCOUNT-BASEDM A R K E T I N G
Sangram Vajre
CMO & Co-Founder
Terminus
@SangramVajre
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2. T R A D I T I O N A L
B2B Marketing
Marketing had to
generate a bunch of new
leads into the top of the
funnel to find qualified
prospects for sales.
@SangramVajre

3. M O S T B 2 B M A R K E T E R S O N LY L I K E
“One Night Stands”
@SangramVajre

4. YOU COMING, OR WHAT?
Honking the car horn instead of
greeting the prospect at the door.
@SangramVajre

5. B 2 B M A R K E T E R S A R E
historically bad dates:
N O R E L AT I O N S H I P
B U I L D I N G
N O F L O W E R S
O R C A N D Y
N O M E A N I N G F U L
C O N V E R S AT I O N S
@SangramVajre

6. This is what all salespeople are supposed to do.
[ It was their job. ]

7. 5
One Night Stand
Marketer
S I G N S Y O U M I G H T B E A
@SangramVajre

8. T H E R E ’ S A F O C U S O N L E A D S
and not accounts
1
LEAD
ACCOUNTS
LEAD
LEAD
LEAD
LEAD
LEAD
LEAD
LEAD
@SangramVajre

9. You can get leads anywhere.
But are they the best-fit for your business?
LEAD BUSINESS
@SangramVajre

10. W E F O C U S O N C O N V E R S I O N R A T E S
and not conversations
2
@SangramVajre

11. Then what happens?
No sale.
You cheer when a form
is completed. Yeah! Score!
A conversion!
sigh...
@SangramVajre

12. W E A I M F O R B I G
R E G I S T R A T I O N N U M B E R S
instead of paying attention
to who is registering
3
@SangramVajre

13. Big registration numbers are
exciting, but what does this
actually do for revenue?
340
Registrations
=$$$$
@SangramVajre

14. Y O U L O V E C U S T O M E R S ,
B U T H A T E P R O S P E C T S
who don’t download
your content
4
@SangramVajre

15. You call them, email them,
and try to have a conversation,
but no response.
ANYONE THERE?
HELLO?
@SangramVajre

16. Y O U S E N D E M A I L S T O E V E R Y O N E . . .
all the time!
5
@SangramVajre

17. But sales people don’t close leads,
they close accounts.
account 1 account 2 account 3
@SangramVajre

18. There’s no such thing as a Lead Executive.
We call salespeople Account Executives.
@SangramVajre

19. A C C O U N T- B A S E D M A R K E T I N G
[
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Learn more about
terminus.com
@SangramVajre