ATLANTA, April 19, 2016 /PRNewswire/ -- Terminus co-founder and CMO, Sangram Vajre, has written the first-ever book on account-based marketing (ABM), an innovative quality-over-quantity sales development strategy that is fundamentally changing the way modern B2B marketers engage customers. Account-Based Marketing For Dummies is now available from Wiley Publishing, publishers of the best-selling For Dummies reference series.
"Account-Based Marketing For Dummies outlines the operational process and instructs marketers to become heroes within their organizations," says Vajre. "Since the inception of B2B marketing, the standard approach has always been spray-and-pray. Marketers would create content and campaigns that were intended to gather as many leads as possible, and then hope that some of these leads became high-quality customers. But that's woefully inefficient. In contrast, ABM enables marketers to create content and campaigns that target only the best-fit accounts."
The book, which is Vajre's first, draws on his background as Head of Marketing at Pardot, acquired by ExactTarget and now owned by Salesforce.com, and more recently his experience at Terminus, a leading provider of ABM software and one of the fastest-growing Software as a Service companies. Since launching its ABM platform in March 2015, the company has grown from $0 to $1.8M in revenue and more than 150 customers, largely due to product-market fit. According to SiriusDecisions, 92% of B2B marketers surveyed identified ABM as a must-have, while only 20% have full programs in place.
"If you're reading this book and just getting started with ABM, welcome to the future of what B2B marketing can be: insight-led, technology-enabled and, above all, customer focused," says Megan Heuer, Vice President and Group Director at SiriusDecisions, who wrote the Foreword for the book. "Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too."
Account-based marketing is not a new concept, but its popularity has increased in recent years as customer data has become more accessible. Using data from a variety of sources, marketers can now pinpoint best-fit accounts and create highly targeted customer lists. They can also engage customers across digital channels in a way that is more appealing than standard email communications.
Throughout the book, Vajre offers specific guidance and best practices to B2B marketers. For example: Chapter 2 helps marketers understand why current B2B marketing methods are outdated; Chapter 4 is focused on the process of selecting ABM tools; Chapter 5 is about creating an ideal customer profile and building a list of target accounts; Chapter 8 is about reaching the right people within target accounts; Chapter 13 is about developing content for campaigns; Chapter 16 is about recognizing the value of customer advocacy; and Chapters 18 and 19 are about tracking metrics and measuring success for every account.
Another compelling aspect of the book is the data Vajre compiled while researching the topic of ABM. Over the past year, Vajre interviewed over 200 B2B marketers about their methods and tools. Key findings include:
- 51% of B2B marketers surveyed do not currently have an ABM program
- 64% of B2B marketers surveyed who do not currently have an ABM program intend to implement one in the next year
- 71% of B2B marketers surveyed plan to expand their ABM technology stack in the next year
- 25% of B2B marketers surveyed stated revenue generation as their goal for ABM
- 49% of B2B marketers surveyed have been running ABM campaigns for six months or less
"Ever-advancing marketing technology is enabling a new generation of sales and marketing strategies to thrive, changing the playing field for companies of all sizes," said Scott Brinker, founder of CheifMarTec.com and author of Hacking Marketing. "This modern wave of account-based marketing has tremendous potential to improve your business, and Sangram Vajre is an insightful and enthusiastic guide to show you how."
Founded in 2014, Terminus is the leading account-based marketing platform that enables B2B marketers to target accounts, engage decision-makers, and accelerate marketing and sales pipeline velocity at scale. Backed by notable B2B marketing technology investors, Terminus is headquartered in the Atlanta Tech Village where it is rapidly expanding its footprint. Learn more by visiting Terminus.com.
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