The traditional B2B marketing funnel is broken. Fix it with account-based marketing. 

Download chapter one of Account-Based Marketing for Dummies to learn the basics.

Sangram Vajre is the co-founder & CMO of Terminus, and one of the leading minds 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 Salesforce. He has spoken on the topic of #MarTech around the world and is the mastermind behind #FlipMyFunnel.

About the Author, Sangram Vajre

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What People Are Saying

"As marketers, we know the proliferation of data, analytics, and advancements in technology help drive success. But these same tools also complicate our jobs more and more every day. Account Based Marketing For Dummies provides a blueprint for marketers to harness these tools to focus on the right set of activities, investments, and processes to maximize growth."

– Rishi Dave, CMO, Dun & Bradstreet

"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. Our clients are delighted with the business impact they deliver using account-based marketing, and you will be, too."

– Megan Heuer, Vice President and Group Director, SiriusDecisions

"Account-based marketing is not just a buzzword; it's a reality. Organizations are moving some cases, without a blueprint or a strategy which is ill-advised. A book like this comes at the right time."

– Craig Rosenberg, The Funnelholic

"This book is about a radically simple idea: start your B2B marketing with a small group of best-fit companies, make them wildly successful with your product and watch as their advocacy and support amplify boost your marketing and sales efforts. If you're tired of chasing leads and ready to free yourself from the tyranny of the funnel, read this book and join the account-based marketing revolution."

– Jim Williams, VP of Marketing, Influitive

"The rise of a new generation of marketing and sales focuses on customers and is powered by account-based marketing. Sangram details what it takes to be an ABM hero in this book."

– Jacco VanderKooij, Sales mentor, Storm Ventures

"From the man who transitioned account-based marketing from a strategy to a movement comes the missing manual for ABM success. Sales and marketing pros need actionable tactics to enable their success and that’s exactly what this book delivers."

– Justin Gray, CEO & Founder, LeadMD

"Revenue generation is my life, my livelihood and my passion. It's also the livelihood of millions of sales and marketers in the United States. As such, we are all looking to Sangram to guide our account-based marketing strategies and investments. He is one of the top experts in this burgeoning field. And without question he is the most collaborative and generous "guru" I've ever had the pleasure to know. It takes a special individual to pioneer a new market segment. A person with both the courage to challenge the status quo and the competency to be right. Sangram is that special person in the burgeoning field of ABM."

– Steve Hays, CEO,

"Sales development is the hottest job in sales right now. One reason is because the days of smiling and dialing are in the rear view mirror. A solid account-based marketing strategy moves you from the inbound strategy of ‘getting what you get’ to the hyper focused strategy of ‘getting what you want’."

– Trish Bertuzzi, Author of Sales Development Playbook

"Sangram's knowledge of account-based marketing is outstripped only by his passion for the topic. If you want to flip your funnel and focus more of your time and money on the prospects that truly matter, this is your roadmap."

– Jeffrey Rohrs, CMO, Yext

"If you are tired of obsessing over automating more emails or making more calls, Account Based Marketing For Dummies is for you. This insightful guide will help you engage target accounts, facilitate marketing and sales alignment, and improve your sales velocity."

– Adam New-Waterson, CMO, LeanData

"Account-based marketing is one of the most significant trends I’ve witnessed in my 20 years as a marketer. Whether you’re a seasoned marketer or new to B2B marketing, simply put, this is THE go-to resource for modern marketing and a clear roadmap for delivering real business impact. Sangram truly delivers with real world examples, and clear, actionable insights."

– Tim Kopp, Partner, Hyde Park Venture Partners, and former CMO, ExactTarget

"“If you are tired of obsessing over automating more emails or making more calls, Account-Based Marketing For Dummies is for you. This insightful guide will help you engage target accounts, facilitate marketing and sales alignment, and improve your sales velocity."

– Daniel Gaugler, VP of Marketing, PFL

"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. 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."

– Scott Brinker, Author of Hacking Marketing

"Account-Based Marketing For Dummies clears away the confusion surrounding this much-hyped topic. It offers simple, direct explanations of what account-based marketing is, why it’s important, and how to do it. Any business marketing will benefit from a look at this book."

– David Raab, Founder at Raab Associates

"Like a Hollywood agent, marketing's job is to get sales the 'audition,' not the part. Account-based marketing is the key to maximizing the number of the 'right' auditions for your sales team, and Account-Based Marketing For Dummies explains how."

– Joe Chernov, VP of Marketing

"Account-based marketing is shifting how businesses use customer insights to capture more upmarket revenue. This book teaches a new wave of data-driven marketers how to embrace an enlightened quality-vs-quantity approach and execute a scalable ABM strategy that delivers real results."

– Sean Zinsmeister, Senior Director of Product Marketing, Infer

"Unless you know precisely how to customize and execute account-based marketing for your unique business, all the hype isn’t going to do you much good. Sangram has written a definitive and practical guide for B2B marketers that will show you exactly how to accelerate target account marketing to support and exceed your sales goals."

– Matt Heinz, Heinz Marketing

"This book is the first of its kind – providing a comprehensive and practical guide to account-based marketing. Whether you are a marketing beginner or seasoned marketing executive, you will get valuable tips for optimizing your marketing strategies to drive better results with ABM."

– Ken Wincko, SVP of Marketing at PR Newswire

"This is the book I’ve been waiting for! If you believe ABM is just the latest buzzword, think again - and read this book. Account-Based Marketing For Dummies takes us to the heart of the matter with a simple definition of account-based marketing, why it is important and how it fits into an effective B2B marketing strategy. A must read for any modern B2B marketer."

– Kevin Bobowski, Chief Marketing Officer, Act-On Software

"There is a reason this is the first book of its kind. Sangram is a trendsetter and fully understand the world of digital marketing. Account-Based Marketing For Dummies is a detailed account future of B2B marketing and should be required reading for any marketing professional."

– Kyle Lacy, Vice President of Marketing, OpenView Venture Partners

"An essential read for business-to-business marketers, offering simple yet powerful insights into why account-based marketing works and how to put it into practice. Going beyond the theory, Vajre introduces readers to new technologies and specific marketing tactics that can quickly move the needle and drive sales and marketing alignment."

– Tyler Lessard, Chief Marketing Officer at Vidyard

"In the world of account-based marketing, Sangram Vajre and the team at Terminus have established themselves as true subject matter experts and have led the innovation around ABM. Account-Based Marketing For Dummies nails it for anyone looking to launch an ABM strategy within their marketing department."

– Henry Schuck, CEO, DiscoverOrg

"A fantastic book that dives into the fundamental shift within B2B marketing, from a traditional journey based mass communication to a holistic customer experience that is targeted, relevant and personalized."

– Mayur Gupta, SVP - Head of Digital, Healthgrades

"Account Based Marketing has become the ‘it’ thing in B2B sales and marketing in 2016. There isn't a better person than Sangram to demystify this concept for the masses. The days of spray and pray marketing and blindly calling down a list in Sales are numbered. It is not about number of leads, it is about quality interactions and conversions. I see ABM as the mandatory ‘air-cover’ for my ‘infantry’ of sales reps on the ground. Account-Based Marketing For Dummies is a must read for anyone looking to bring their business forward in 2016."

– Alex Turner, Director of Sales Development, Wrike

"The book may be titled ‘…for dummies’, but ABM is proving to be a smart approach for B2B marketers charged with generating sales pipeline and acquiring and delighting customers. Use this book to help you get started and advance your account-based marketing strategies and tactics that will thrill your sales colleagues, executive team and customers alike."

– Scott Vaughan, CMO, Integrate

"Nothing is more powerful to the business than sales and marketing aligning around their targets and accounts. Account-Based Marketing For Dummies provides the know-how to partner across the organization, to successfully measure, drive more engagement with the accounts you want to acquire, and grow revenue faster."

– Meagen Eisenberg, CMO, MongoDB

"B2B marketing teams are no longer getting a free pass on just generating leads while sales treads water. Account-Based Marketing For Dummies helps you become a life raft for the sales team, by teaching you how to be more efficient, grow faster, and become a champion of revenue."

– Dave Rigotti, Head of Marketing, Bizible

"Account-based marketing is the next evolution of marketing automation. No longer is it enough to sit back and see what comes through the traditional marketing approaches. Instead, today's marketers need to be proactive and focus on explicit accounts. Sangram is leading the charge in this new approach and this book is a must-read for all marketers."

– David Cummings, Co-founder of Pardot, a company

"There's no lack of hype surrounding account-based marketing, but there hasn't been enough practical, actionable advice on the topic. This book changes that and will help any company that actually wants to flip their funnel and implement this exciting new strategy."

– Jon Miller, CEO at Engagio

"Account-Based Marketing For Dummies is a thorough guide for B2B marketers seeking an efficient strategy for today’s customer-centric world. From establishing the fundamentals to providing detailed examples of tactics and technology, this book provides immediate value for businesses at all stages of their ABM journey."

– Julia Stead, Director Demand Generation, Invoc

"The only criticism of account-based marketing is that it has taken this long to catch on. And now that it has, B2B will never be the same again."

– Joseph Jaffe, author of Flip the Funnel and CEO, Evol8tion

"The future of B2B marketing is account-based marketing. This book provides actionable insights to help modern marketers take a deep dive into ABM and accelerate their revenue goals."

– Kyle Porter, CEO SalesLoft

"The B2B marketplace is becoming more noisy and cluttered. Through transparent, customer-focused, account-based marketing you can now cut through the clutter and more effectively communicate directly with the desired audience. Account-based marketing has long been a buzz term, but with today’s technology and resources the concept is now a legitimate strategy for every business."

– Adrienne Weissman, CMO, G2 Crowd

"Account-based marketing enables the mindset of focusing on the entire customer lifecycle across marketing & sales. As more and more B2B organizations are adopting ABM, this book very well covers what, why and how of ABM. Sangram Vajre provides you the ABM playbook on how to measure success and connects you with some top resources on this topic."

– Rohit Prabhakar, Head of Digital Marketing Strategy and Marketing Technologies

"Can you teach an old dog new tricks? The world, turbocharged with digital now, makes it mandatory that you do. All you need are the smarts to think different. That is where Sangram's ABM based approach comes in. New tricks, for a simpler strategy that wins more."

– Avinash Kaushik, Author of Web Analytics 2.0 and Web Analytics: An Hour A Day.

"While the concept of ABM has been around for a while, only recently have marketers had the technology and data to execute at scale. Account-Based Marketing For Dummies is the go-to-guide for how to do ABM. It breaks down strategies, tools and tactics you need to make a staggering impact on the efficacy of your marketing programs and your revenue."

– Hana Abaza, VP Marketing, Uberflip

According to Forrester Research, less than 1% of leads convert to revenue. Account-based marketing can radically accelerate your pipeline and drive more revenue. Account-Based Marketing for Dummies provides the strategies and tactics you need to know. Find out if ABM is a good fit for your business with this intro. 

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