#SangramSeries: Scalable Demand Generation Program

Sangram’s back with his whiteboard series, and to build upon last week’s video, he digs deeper into the concept of unbound and its effect on a successful scalable demand generation program. Catch the 1:30 second video and top takeaways below!

 

 

 

Flipping Points

  • People think account-based marketing (ABM) takes the place of inbound marketing. Wrong.
    • Inbound has its place but the problem is, it’s not scalable.
    • Teams can generate tons of leads but that doesn’t mean they’re all ready to buy.
  • What’s the difference between inbound, outbound and unbound?
    • Inbound represents people who are actually requesting for a demo.
    • Outbound is when you have a sales team that’s just cold calling and going after accounts or leads that either inbound is generating or they’re creating these opportunities on their own.
    • Unbound doesn’t take into consideration who found the account – it’s about going after the right people.
  • The fusion of outbound and unbound is the real powerhouse of ABM.
    • Instead of focusing all of your energy and resource on inbound, consider focusing on outbound and unbound.
    • This means coming up with a list of accounts that you want to go after, coming up with the messaging you want to use to target them, and finally, reaching out to them.

Instead of focusing on them in silos, you’re actually focused on them together. And that’s what ABM is all about.

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Summary
If You Suck at Marketing, You'll Suck at ABM: Modern ABM Organization
Article Name
If You Suck at Marketing, You'll Suck at ABM: Modern ABM Organization
Description
Sangram Vajre is back for another quick breakdown for B2B organizations on how modern account-based marketing organizations are structured and why even having a structure is importance to your company's success.
Author
Publisher Name
#FlipMyFunnel
Publisher Logo
2017-05-18T20:53:08+00:00

About the Author:

Sangram Vajre, co-founder and CMO of Terminus, is a passionate Marketing geek at heart and loves to solve problems, both analytically and creatively. In today’s marketing world, when companies need to rapidly adapt to changing buyer-centric communication, Sangram finds comfort in all things technology to keep pace with this challenge. Over the years, Sangram has amassed invaluable experience from his exposure to startups, consulting, and global companies. Most recently, Sangram headed up Marketing at Pardot, which was acquired by Salesforce in 2013. Sangram is putting all that knowledge to good use as he is currently authoring the first-ever “Account-Based Marketing for Dummies,” to be released in 2016. You can follow him on Twitter at @sangramvajre.

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