The CMO Blueprint for

Account-Based Marketing
Why B2B Marketers Need
to Get Started with ABM
B2B Marketers Work
in Challenging Times
 More People Are Involved

34 %
of B2B buyers have increased the
number of stakeholders involved
in the purchase process.
Source: DemandGen
 More People
The More are Involved.
People Involved,

More
The People
Less are
Likely Involved.
a Purchase

For any given sale, 7 – 20 people are

of B2B buyers have increased the involved
in the decision.
number As the number
of stakeholders of people
involved in
increases, the
thelikelihood
purchaseof purchase declines.
process.
Source: KnowledgeTree
 Buyers Do More Research,

94 %
of B2B buyers conduct
some form of online
research before buying
a business product.
Source: MarketingProfs
 Especially When 

Costs Are High

For more than

90 %
of B2B buyers, the amount 

of research done depends on
price. As price increases, the
amount of research increases.
Source: SalesForce
 Buyers Wait to

Come Forward

Buyers don’t contact

suppliers directly until

57%
of the purchase
process is complete.
Source: Corporate Executive Board
 And This Trend

Will Only Continue

By 2020,

80 %
of the buying process
will occur without any
direct human-to-
human interaction.
Source: Forrester
 Buyer Expectations

Have Changed

B2B buyers expect the same range of omni-

channel options they enjoy as consumers.

of B2B buyers prefer to use

49 % consumer websites to make

work-related purchases.
Source: The Future of Commerce
 Quality Leads Are Scarce

The #1
Challenge.
According to B2B
marketers, generating
high-quality leads is the
top challenge today.
Source: IDG Enterprises
 Even Qualified Leads

Are Difficult to Close

of leads generated
0.75% become closed revenue.

Source: Forrester
When Times Are
Challenging
What Do You Do?
 You Look for
Solutions That Address
Your Challenges
 Solutions Like
Account-Based Marketing
 What Is
Account-Based Marketing?
The Account-Based Marketing
approach practices
traditional and reliable
B2B principles but targets

company accounts rather than

individual sales leads.
 It recognizes that
successful B2B marketing
is about speaking to a collective
business or department, not to
isolated individuals.
 Account-based marketing

requires a close collaboration

and alignment of
sales and marketing…
 …to create highly engaging,
personalized interactions 

that today’s decision makers

have come to expect.
 Account-based 

marketing is not a
‘one and done’
campaign or tactic.
 It’s a business 

philosophy and strategy, 

and it’s always
turned on
for an account.
 Get Started with the
6 Foundational Pillars
of Account-Based Marketing.
 1
Flip the 

Funnel

Traditionally, prospects begin

at the top of the buyer journey
and move down to the bottom.
 1
Flip the 

Funnel

IDENTIFY
With account-based
marketing, you flip the EXPAND

funnel on its head. ENGAGE

ADVOCATE

Source: © Account-Based Marketing For Dummies

 2
Identify the Best
Fit Accounts

Find and engage the right

companies so that resources
aren’t used on prospects that
will not become customers.
 3
Expand Contacts
Within an Account

Build relationships with

multiple people within an
account. Remember, business
decisions are made by more
than one person.
 4
Engage Accounts
on Their Terms

Engage contacts on 

the channels where 

they’re most active with 

the messages and 

content they want.
 5
Create Customer

Advocates

Leverage customer
relationships to create
brand champions and
authentic advocates.
 6
Measure

Success

With account-based marketing,

measurement focuses on
performance indicators that 

evaluate success at 

the account level.
Transform Your Business with
Account-Based Marketing
 97%
of marketers say account-based
marketing has higher ROI than
other marketing activities.

Source: Marketo
 85%
of marketers say account-based 

marketing provides significant benefits 

to retain and expand client relationships.

Source: Alterra Group

 But while

90%
of B2B marketers say account-

based marketing is either very or 

extremely important…

Source: SiriusDecisions
 Less than

20%
of practitioners have implemented

Account-Based Marketing strategies.

Source: SiriusDecisions
 Launch and Accelerate
Account-Based Marketing
with These Tools
 Get the Book that Explains
Account-Based Marketing
Step-by-Step

It’s the first-ever

ABM book. It’s for
beginners, experts
and everyone 

in-between.
 Get the Book that Explains
Account-Based Marketing
Step-by-Step

It’s the first-ever

ABM book. It’s for
beginners, experts
and everyone 
 Click here to

in-between. learn more.
 Evaluate Your Existing
Tech Eco-System for
Account-Based Marketing

Determine which
resources to buy,
replace or repurpose
to create a best-in-
class ABM stack.
 Evaluate Your Existing
Tech Eco-System for
Account-Based Marketing

Determine which
resources to buy,
replace or repurpose Click here to

to create a best-in- learn more.
class ABM stack.
 Build Your Complete
Account-Based Marketing
Technology Solution

Align technology 

to the core
components of
your ABM strategy.
 Build Your Complete
Account-Based Marketing
Technology Solution

Align technology 
 Click here to


to the core find out how.
components of
your ABM strategy.
 Know
 

Get to Know
Sangram Vajre
Sangram Vajre has quickly built a
reputation as a leading mind in B2B
marketing. Before co-founding
Terminus, a SaaS platform for account-
based marketing, Sangram led the
marketing team at Pardot through its
acquisition by ExactTarget and then
Click here to follow Salesforce. He’s the author of Account-
Sangram on Twitter. Based Marketing For Dummies and is
the mastermind behind #FlipMyFunnel.