Summary:
In this episode, David interviews Sangram Vajre, co-founder and CMO of Terminus and the author of Account-Based Marketing for Dummies. Sangram is considered as a thought leader in B2B marketing and is behind the #FlipMyFunnelcommunity. Tune in as Sangram shares how he got into account-based marketing and be inspired on how you can implement it in your business.
3 Key Points:
- Focus on your targeted audience rather than just leads.
- The most selfish thing you can do is be selfless.
- Put yourself out there and do not be afraid to try something new.
Time Stamped Show Notes:
- 00:00 – Subscribe to our show on YouTube and review us on iTunes
- 00:40 – DiscoverORG – The world’s leading prospect intelligence platform
- 01:01 – David introduces Sangram to the show
- 01:38 – Sangram has a video interview on Youtube that made an impact to David
- 02:42 – He talks about the changes in Pardot
- 03:08 – Thinking 10x after the acquisition by ExactTarget
- 03:20 – Acquisition by Salesforce had him think 100x
- 03:41 – “It really matters how you think and how big you think and what big really means to you”
- 04:42 – Sangram’s friends who were working on B2B marketing led him to do Account-Based Marketing and the book
- 05:47 – David talks about category creation
- 06:10 – Sangram shares how the inspiration for Flip My Funnel came about
- 07:39 – The difference between the upright funnel and the flipped funnel is targeted audience
- 08:20 – Start with the customer first
- 08:45 – Expand your reach
- 09:11 – Engage people on their terms
- 09:30 – Turn them into advocates
- 09:44 – It is about changing the perception of volume-based marketing and sales activities to targeted account marketing and sales
- 10:25 – Explaining the flipped funnel to executives who are used to the original funnel
- 11:45 – Start with identifying who your target is
- 12:23 – Align marketing and sales together
- 13:14 – DiscoverORG – The world’s leading prospect intelligence platform
- 13:31 – The alignment between the executives and the sales and marketing team leaders
- 14:06 – “The buck stops at the CEO when it comes to account-based marketing”
- 14:40 – There is a disconnect in the leads that is being sent by the marketing to sales
- 15:40 – Leads don’t matter if they are not your target audience
- 16:29 – In Terminus, the CRO and VP of Marketing has the same exact number and work as #oneteam
- 17:13 – Implementing account-based marketing was also hard for them but it paid off eventually
- 18:25 – The metrics to identify success in using Salesforce and the measure of effectiveness of ABM
- 19:23 – Marketing can see the pipeline
- 20:42 – ABM is way broader than how marketing or sales activities used to work
- 21:15 – You can measure success by the time and engagement spent
- 22:47 – Focus your time on the accounts that are engaged with you more
- 22:57 – Time is one of the most important metrics
- 23:18 – There are a lot of tools to track time, one is Google Analytics
- 24:08 – The SDRs role
- 25:30 – Sangram shares how their process works
- 28:09 – Reduce the number of accounts and add more value to it by adding personalization as a factor
- 30:39 – Harness the creativity of people
- 32:26 – Trust transcends everything: When you trust something, you pay more for it
- 33:31 – We are in the business of creating trust
- 34:29 – Flip My Funnel is about bringing the B2B community together
- 36:58 – The most selfish thing you can do is be selfless
- 37:14 – When you drop your logo, you become human and this makes you more attractive to people
- 39:21 – Connect with Sangram on LinkedIn and Twitter
- 40:05 – Subscribe to our show on YouTube and review us on iTunes
- 40:15 – Contact us to discuss your sales development needs
Resources Mentioned:
- Account-Based Marketing for Dummies – Sangram’s book
- Terminus – Sangram’s company
- #FlipMyFunnel – B2B marketing and sales conference community spearheaded by Sangram
