The First-Ever Account-Based Marketing Twitter Chat

Terminus recently hosted the first-ever #ABMChat on Twitter, and it was a big success. Within one hour, we generated nearly 500 tweets reaching more than 100,000 people! Tons of smart folks tuned in to chat and learn more about account-based marketing and flipping the traditional sales funnel on its head.

Our VIP guests for the first #ABMChat were:

Terminus #ABMChat VIP Guests - Matt Benati, Pam Hege, Jeff Perkins

Matt Benati, CEO & Co-Founder at LeadGnome
Pam Hege, a Lead-to-Revenue Expert
Jeff Perkins, CMO at QASymphony

The biggest theme of the #ABMChat was making the switch from lead generation to account-based marketing. The discussion started off with a question about the obstacles B2B marketers face with the traditional sales funnel.

#ABM Chat: What are the challenges with lead-based marketing for B2B marketers?





It’s important to note that TOFU stands for “top of funnel” in the traditional B2B sales funnel. It all comes down to the fact that having lots of activity at the TOFU doesn’t matter if those leads don’t generate revenue for your organization.

This was a great way to launch into our second #ABMChat question from our VIP Guest Pam Hege: How does a B2B marketing team successfully switch over to account-based marketing?

#ABMChat - Can a lead-based marketing team transition successfully into an account-based marketing team? If so, what are some steps to ensure success?





The strategic selection of accounts is the first step of the account-based marketing funnel, which is to identify your ideal customers. This is why it’s absolutely essential for B2B marketing and sales teams to be in alignment, as we discussed in our next question from Jeff Perkins.

#ABMChat - How do marketing and sales teams have to collaborate to make account-based marketing work?




Growing accounts should be a shared responsibility for B2B marketing and sales teams. One challenge with this alignment is setting metrics to accurately measure how accounts are progressing through the inverted funnel, which brings us to our next question.

#ABMChat - What challenges do traditional lead-based metrics present when you are focused on account-based marketing?



To wrap up our #ABMChat, one final question from Matt Benati focused on how those metrics measure success in account-based marketing.

#ABMChat - How do marketers best measure success while using account-based marketing strategies and tactics?


Huge thanks to everyone who participated in our #ABMChat! And thanks to Melissa Lincoln at Leadspace for sharing her awesome #ABMChat recap. What questions and answers were the most useful for you? What would you add to the conversation?

We’d love to know your thoughts as we gear up for our next #ABMChat on Twitter. Until then, be sure to follow @Terminus for the latest news and trends from the world of account-based marketing.