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May 30, 2018
An ABM Program Can Make Capturing Marketing’s Revenue Contribution Even Easier
By: Matt Sharrers
Our guest today is Sangram Vajre, Chief Evangelist and Co-Founder of Terminus. Sangram is one of the 21 B2B influencers to watch by the B2B News Network. And many in the audience know Sangram as the founder of the #flipmyfunnel community.
Sangram answers questions out of SBI’s How to Make Your Number in 2018 PDF Workbook to detail essential methods of marketing and selling that will allow you to lead your industry in innovation and revenue growth.
Why is this important? Account-based marketing (ABM) has flipped the marketing funnel on its head, enabling today’s marketers to proactively target best-fit customers and turn them into lasting resources, fueling both new prospects and long-term business. While 90% of B2B Marketers value ABM as very or extremely important, only 20% currently have ABM strategies in place.
In today’s show, Sangram outlines essential ABM strategies and tactics. Detailing how to radically accelerate your pipeline and drive more revenue, by successfully building, executing, and measuring your own account-based marketing campaigns.
Each of the questions below is timestamped for your viewing convenience.
Successfully Building, Executing, and Measuring Your Own ABM Campaigns:
“Here is something we’ve realized… when we use ABM one-to-one, we oftentimes use the exact same message for the CMO, CEO, CPO, etc. But what we’re realizing is that that doesn’t work, because all of those category leaders are concerned with very different things. So, you need to create messages that resonate with the exact buyer persona you’re pursuing…”
Making the Transition to ABM… Where to Start:
“The most important role in ABM is the role of the Enabler. It’s crucial because the Marketing team doesn’t have a lead number, so how do you measure their influence and hold them accountable? The way to do that is to have an Enabler, sitting with the Sales team and reporting to Marketing, who works on Engagement. Figuring out how to engage with every one of these accounts that the Sales team is focused on. Their job is dependent on their ability to penetrate the accounts on which Sales and Marketing are aligned…”
Solving the Biggest Challenges Facing Revenue Generation Leaders:
“Marketers have so much intelligence and data on customers now that they have the ability to create an incredible experience for customers. The challenge is that Marketers are put into a box.. or they put themselves into a box. And the biggest challenge for Marketers today is to jump out of that box…”
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Matt Sharrers is the CEO of SBI, a management consulting firm specialized in sales and marketing that is dedicated to helping you Make Your Number. Forbes recognizes SBI as one of The Best Management Consulting Firms in 2017.
Over the course of nearly a decade at SBI, Matt Sharrers was an instrumental early partner guiding SBI as the Senior Partner. Matt’s functional responsibilities included acting as the head of sales where he led SBI’s double-digit revenue growth, and was responsible for the hiring function to build SBI’s team of revenue generation experts.
Prior to joining SBI in 2009, Matt spent eleven years leading sales and marketing teams as a Vice President of Sales. Matt has “lived in the field.” As a result, he is the foremost expert in the art of separating fact from fiction as it relates to revenue growth best practices. CEOs and Private equity investors turn to Matt’s team at SBI when they need to unlock trapped growth inside of their companies.
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