Download as PDF, PPTX
Uploaded bySangram Vajre
HubSpot + Terminus = Inbound + Account-Based Marketing
This webinar discusses converging inbound and account-based marketing strategies. It features three speakers: Jon Dick from HubSpot, Peter Herbert from Terminus, and Sangram Vajre from Terminus. Jon Dick discusses how inbound and ABM strategies can intersect at each stage of the buyer's journey. Peter Herbert outlines workflows for operationalizing ABM and inbound together, such as lead-to-account nurturing and event marketing follow-up. Key takeaways are that ABM can accelerate leads to opportunities by engaging the entire buying center, metrics should measure account engagement and lead scoring, and combining inbound and ABM can generate more revenue.
More Related Content
Similar to HubSpot + Terminus = Inbound + Account-Based Marketing
![[BMUG] Account-Based Marketing Meeting Slides](https://cdn.slidesharecdn.com/ss_thumbnails/bmugmarch-2017-abm-combineddecks-170321201837-thumbnail.jpg?width=640&height=640&fit=bounds)
HubSpot + Terminus = Inbound + Account-Based Marketing
- 1. WEBINAR Converging Funnels forInbound & Account-Based Marketing Live Broadcast: Nov. 28, 2017 +
- 2. SPEAKERS Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. JON DICK VP of Marketing HubSpot @JonDick PETER HERBERT VP of Marketing Terminus @PeterKHerbert SANGRAM VAJRE Co-Founder & CMO Terminus @SangramVajre #ABM | @HubSpot @Terminus
- 3. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Agenda 1 2 3 4 Converging Funnels of Inbound + Account-Based Marketing Operationalizing ABM & Inbound Key Takeaways The Rise of Account-Based Marketing #ABM | @HubSpot @Terminus
- 4. The Rise ofAccount-Based Marketing Sangram Vajre, Co-Founder & CMO, Terminus 1
- 5. INTRODUCTION Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. “SANGRAM HERE!” Co-Founder & CMO, Terminus • Head of Marketing, Pardot (now Salesforce) • Founder of the #FlipMyFunnel community • I am now an author (by accident) #ABM | @HubSpot @Terminus
- 6. INTRODUCTION Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. #ABM | @SangramVajre I wrote the first book ever on #ABM. Tweet @Terminus for a free copy! Tweet this!
- 7. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Quick definition of Account-Based Marketing Laser-focused B2B “smarketing” ( sales + marketing alignment ) #ABM | @SangramVajre
- 8. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. A customer is made of more than one person ABM = H2H >> People buy from people! #ABM | @SangramVajre
- 9. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. We have a problem So… #ABM | @SangramVajre
- 10. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. We all suffer from “shiny object” syndrome #ABM | @SangramVajre
- 11. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. It’s the same problem my 7-year old kid has… #ABM | @SangramVajre
- 12. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. We try to do everything, all at once! #ABM | @SangramVajre
- 13. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Baseball T-shirt Football socks Tennis shoes Baseball shorts Football “Let’s play, Papa!” #ABM | @SangramVajre
- 14. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. B2B marketers have to work to find the best-fit customers! + = Less than 1% of leads turn into customers — Forrester RESULTS: TECHNOLOGY EVOLUTION More Technology MORE LEADS More Work #ABM | @SangramVajre
- 15. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Account-Based Marketing Flips the Funnel #FlipMyFunnel for #ABM Identify: Start with the best-fit accounts Expand: Focus on people in same roles Engage: Right content, right channel Advocate: Create raving fans Measure: Gauge the results & adjust #ABM | @SangramVajre
- 16. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Easy-to-Use Account-Based Advertising Built for B2B marketing Account-Based Marketing Metrics Measure Account Web Engagement Reach More Stakeholders in Best-Fit Accounts No Contact Data Required Engage the right people at target accounts with account-based advertising & measurement #ABM | @SangramVajre
- 17. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Measure account engagement instead of leads Account Website Engagement Sales Alerts #ABM | @SangramVajre
- 18. Converging Funnels ofInbound + Account-Based Marketing Jon Dick, VP of Marketing, HubSpot 2
- 19. INTRODUCTION Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Jon DICK VP of Marketing, HubSpot • @jondick • Previously head of marketing at Trunk Club and Klout • Passionate about calculus and improv comedy #ABM | @JonDick
- 20. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Where ABM + Inbound Intersect #ABM | @JonDick
- 21. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Outbound • Cold calling • Cold emails (SPAM) • Interruptive ads • Seller-‐Centric Inbound • Helpful, relevant content • SEO • Free tools • Buyer-‐Centric #ABM | @JonDick
- 22. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. #ABM | @JonDick
- 23. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. #ABM | @JonDick ADD EXTRACT Value Value
- 24. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Inbound Both are Buyer Centric Clickbait= ABM Cold Calling= Make each interaction personalized and valuable #ABM | @JonDick
- 25. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Identify Engage Expand Advocate Measure Inbound Funnel Flipped Funnel #ABM | @JonDick The Blended Funnel
- 26. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. ABM + inbound at every stage of the buyer journey Reach people in a more direct and targeted way to supplement SEO efforts Drive action with people in your database off or on-‐ site through timely and personalized content Help get more buy-‐ in throughout an org or re-‐awaken a dormant deal Re-‐connect with customers to explain expanded offerings (cross/up sell) #ABM | @JonDick
- 27. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. When to do ABM + Inbound Expand Your Reach Within an Organization Find High-Value Leads Online Accelerate Sales for High- Value Leads Supplement Event Marketing #ABM | @JonDick
- 28. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Creating an inbound-friendly ABM campaign 1. Where are you getting leads from? Did we buy this list or are these inbound generated leads? 2. Where are you driving leads to? Are we just asking people to buy, or are we educating them and proving value? 3. How are reps following up? Does our sales team know what we are doing, and are they being helpful and educational? Ask: #ABM | @JonDick
- 29. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Trigger a Webhook HubSpot Connect Integration AVAILABLE NOW D E C I S I O N M A K E R I N F L U E N C E R I N F L U E N C E R M A I N B U Y E R #ABM | @JonDick
- 30. Operationalizing ABM & Inbound PeterHerbert, VP of Marketing, Terminus 3
- 31. INTRODUCTION Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. PETER HERBERT VP of Marketing, Terminus • Former VP of Marketing at VersionOne & Terminus ABM Superhero • Won SiriusDecisions ABM Program of the Year for 2017 #ABM | @PeterKHerbert
- 32. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. The Secret Formula for Operationalizing ABM Tweet this! Fit + Intent + Engagement is the secret formula for #ABM @PeterKHerbert FIT INTENT ENGAGEMENT #ABM | @PeterKHerbert
- 33. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Operationalizing ABM + Inbound Lead to Account Nurture • Accelerate Hot Leads • Not Ready to Buy Nurture Workflow “Recipes” with HubSpot + Terminus Coordinated Sales Outreach • Pre-Targeting Event Marketing • Pre Event Campaign • Post Event Follow-up Campaign #ABM | @PeterKHerbert
- 34. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Lead-To-Account Nurture Accelerating Hot Leads Workflow Influencer Influencer Decision Maker CAMPAIGN MGR IT MGR CREATIVE DIRECTOR Downloads White Paper Reads Nurture Emails Requests a Demo Schedule Qual Call Qualified by SDR AE Conducts Demo Trigger Account-Based Ads to each persona #ABM | @PeterKHerbert
- 35. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Improve the ROI of Event Marketing Follow up with the right people after an event #ABM | @PeterKHerbert Influencer Decision MakerUserInfluencer Email Only HubSpot email + Terminus Ads Go beyond the inbox to reach all stakeholders Email + Ads Ads Ads Only reaching individual lead on single channel
- 36.
- 37. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. Key Takeaways ABM accelerates leads to become opportunities by working the entire buying center Measure account engagement and lead score Inbound +ABM = More Revenue #ABM | @HubSpot @Terminus
- 38. Converging Funnels forInbound & Account-Based Marketing | ©2017 Terminus Software, Inc. JON DICK VP of Marketing HubSpot @JonDick PETER HERBERT VP of Marketing Terminus @PeterKHerbert SANGRAM VAJRE Co-Founder & CMO Terminus @SangramVajre #ABM | @HubSpot @Terminus THANK YOU
- 39.