the secret weapon of remarkable abm programs

The Secret Weapon of Remarkable ABM Programs

Sangram VajreCo-founder and CMO

Terminus

Nikki NixonDirector

#FlipMyFunnel

Tyler LessardCMO

Vidyard

“Sangram Here”

•Head of Marketing, Pardot (now Salesforce)

•Co-founder and CMO of Terminus

•Founder of the #FlipMyFunnel community

• I am now an author (by accident)

@sangramvajre

#FlipMyFunnel Model

FocusedB2B

“Smarketing”

Traditional Funnel Flipped Funnel

Find your best-fit customersIdentify

Focus on the right peopleExpand

Right content, right channelEngage

Create raving fans!Advocate

How Terminus Uses Video for ABMCustomer video testimonials for sales enablement

How Terminus Uses Video for ABM

Custom prospecting videos from our Inside Sales team

How Terminus Uses Video for ABM

Montages and recaps for “hype” videos to promote future events and activities

Video Marketing AwardSmall Business, Big Bang!

Getting Attention

Holding Attention

Invoking a Response

The Great ABM Challenge

I want do business with this

company!

‘REQUIRED’ TO REMARKABLE

Unremarkable…

Remarkable!

Engaging Informative Memorable Stands Out High “ROI”

Return on Information

#Video gives audiences the best ROI – Return on Information

(1) Videos in Email Nurture Campaigns

200% to 300% lift in CTR

Explainers Testimonials Product

Demos Fun Promo’s

(2) Personalized Video Email Campaigns

300% to 1000% lift in CTR

Person’s Name Company

Name Company Logo Etc.

(2) Personalized Video Email Campaigns

“CTRs were 4.5x higher than our average. We had a 3.5% CTR by unresponsive leads at who hadn’t

responded to anything in more than 6 months.”

(3) Direct Mail: Video-in-a-Box!

5x-8x increase in response rate

(4) Outbound Sales: Personal Video Messages


Sangram

[Video Message] Translating ABM for Dummies?

SangramWatched 85% of your video!

Free Chrome/Gmail extension at www.ViewedIt.com

(5) Video Engagement: Who, What, How Long

1. Video in Email / Direct MailFor direct mail check out UviaUs

Stand Out and be Remarkable!

2. Personalized Videoswww.vidyard.com/personalized

3. Video Prospectingwww.vidyard.com/ViewedIt (try it now!)

4. Video Analyticswww.vidyard.com/tour

“Nikki Here”

@techmarketeratl

•Director of #FlipMyFunnel

•Marketing Maven (Terminus, SalesLoft, Internap)

•Won Marketing Technologist of the Year from the Technology Association of Georgia

•Finalist for Everstring’s Discovery Award

Launching #FlipMyFunnel w/ Vidyard

“Sangram Here” videos for the 1st

#FlipMyFunnel event in Atlanta

#FlipMyFunnel ATL + Virtual SummitRecorded all the Atlanta sessions

Replayed them online for 1-Day “Virtual Summit”

“Lead Graveyard” at #FlipMyFunnel

Presented at #FlipMyFunnel in San Francisco

“Janet” Personalized Video Invitations

Produced by Vidyard to invite folks to Austin for #FlipMyFunnel

Contact: Resources: @tylerlessard

@sangramvajre

@techmarketeratl

vidyard.com/resources

resources.terminus.com

flipmyfunnel.com