As Sangram Vajre says, “ultimately, account-based marketing (ABM) is about going beyond the typical B2B buyer’s journey to a comprehensive account lifecycle.”
Terminus, a company he co-founded in 2014, has turned the traditional sales/marketing funnel on its head by “Flipping the Funnel”. Sangram talked to James Carbary from Sweet Fish Media about ABM in this video from the Content Summit last week. Your target accounts are the equivalent of the Yellow Pages. In the traditional funnel you create loads of content, generating awareness of your business or product to a large audience. If your content and messaging is fantastic, a smaller number in that large target will become interested. If your offering meets their needs, some will move to the consideration stage, and hopefully finally to the bottom of the funnel, to purchase.
Or you can do what Terminus does, and flip the funnel, identifying specific, higher quality accounts, with higher quality content. Those select few will start talking about your offer with other individuals, expanding the conversation within their own organizations. You then engage with all of these people in various ways, on their preferred social media platforms, email, mobile etc. They’re hooked, and become your advocates in the market. And repeat.
With ABM your Sales and Marketing teams become aligned. Marketing isn’t left wondering if the content they are producing is being used, and Sales isn’t wondering why they don’t have the content they need to close a deal.
Both teams (shouldn’t it just be ONE team?), are invited to join us at the Revenue Summit in San Francisco, March 7-8th. Join the #FlipMyFunnel conversation, learn about account-based-marketing best practices, gain valuable insights, and discover the latest technologies to help your business grow. Register before March 1st with B2BNN’s 20% discount code: B2BNEWS.
If you can’t make it in person, watch social for #FlipMyFunnel, or check back here for session recaps.
Feature image source: Marcos