Using account-focused GTM to increase funnel conversion by 2X
Discover the game-changing strategies of Account-Focused Go-To-Market (GTM) and learn how they can double your funnel conversion rates. Anne Murlowski will reveal practical insights for driving brand awareness, building and accelerating pipeline, and fueling retention and expansion. You don’t want miss this chance to elevate your revenue flywheel. Register now and unlock the power of Account-Focused GTM!
Embracing the union of storytelling and business acumen, Anne, the VP of Marketing at Terminus, shares her journey from journalism to marketing. With the dwindling dimensions of journalism, Anne discovered fresh pathways in marketing, where she could exercise her innate flair for content creation. Her perspective on both professions is interesting- she sees journalism as a quest for objective truth, while marketing serves to convey the company’s truth.
Anne’s current foray is into Account-Based Marketing (ABM) at Terminus, where the marketing strategy is honed in on specific accounts likely to convert into sales. This significant shift from indiscriminately spreading resources to strategically focusing on probable buyers has led to a staggering increase in pipeline conversion and customer acquisition at Terminus.
A central aspect of their ABM strategy involves the crafting of personalized content that aligns with specific intent signals conveyed by accounts. Anne highlights the critical role of unifying marketing efforts with sales initiatives to curate an intentional, personalized journey for targeted customers.
Furthermore, Anne elucidates the need for a reasonably sized list of target accounts for a sales team or representative. This principle ensures that the sales reps can effectively devise individualized plans for each account, moving away from a one-size-fits-all approach.
Anne terms their holistic approach as a ‘revenue flywheel,’ a system that encompasses brand awareness, pipeline generation, pipeline acceleration, customer retention, and customer expansion. This model demands a highly personalized 1-to-1 campaign catered to a segment of accounts for a chosen time period to significantly boost conversions.
The synergy between identifying the right audience, tailoring content, and unifying sales and marketing efforts encapsulates the essence of productive ABM strategies. Essentiality lies in maintaining open, transparent conversations with the sales team and understanding when an account isn’t the right fit. Shifting the focus onto potential high-quality customers is what Anne strongly advocates.
The discourse also underscored the need for marketers to broaden their spectrum beyond merely acquiring new business to embrace customer retention and expansion. Anne emphasizes the critical role that brand awareness plays in the revenue flywheel, fostering customer trust and accelerating conversion processes. Although brand awareness may not yield immediate results, its power lies in being a formidable long-term strategy.
In conclusion, Anne emphasizes community building as a method to cultivate enduring relationships with individuals, even those falling outside the customer bracket. In an era where personalization has become the key, one needs to ensure the marketing strategies don’t merely touch the consumers but engage them truly. Anne’s insights offer just the perfect roadmap for this.
