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!

Featuring

Anne Murlowski
VP Marketing
VP Marketing at Teminus

Session summary below generated using Sequel AI✨

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.

‍

More Game Changers

View All
Paige Lapen

Coming soon...

Paige Lapen
Tuesday, May 30 at 1 PM ET/ 10 AM PT
Streamed Apr 30, 2024
Apr
30
Sam Levan

The proven playbook for leveraging 1st party data to generate pipeline

Sam Levan
Thursday, May 2nd at 1 PM ET/ 10 AM PT
Streamed May 02, 2024
May
2
Kyle Coleman

Eliminating GTM Bloat: Harnessing AI to drive GTM velocity

Kyle Coleman
Thursday May 9 at 1 PM ET/ 10 AM PT
Streamed May 09, 2024
May
9
MJ Smith

Coming soon...

MJ Smith
Thursday, June 20th at 1 PM ET/ 10 AM PT
Streamed Jun 20, 2024
Jun
20

Past Events

Bryan Law

Building a powerful brand that keeps you one step ahead of intent

Bryan Law
Thursday, April 18 at 1 PM ET/ 10 AM PT
Streamed Apr 18, 2024
Apr
18
Anne Murlowski

Using account-focused GTM to increase funnel conversion by 2X

Anne Murlowski
Tuesday, April 16th at 1 PM ET/ 10 AM PT
Streamed Apr 16, 2024
Apr
16
Leandra Fishman

The Product-Led Sales strategy that turned Apollo.io into a $1.6 Billion company

Leandra Fishman
Tuesday, April 9th at 1 PM ET/ 10 AM PT
Streamed Apr 09, 2024
Apr
9
Nivas Ravichandran

How to create data-driven content that drives pipeline

Nivas Ravichandran
Tuesday, April 2 at 1 PM ET/ 10 AM PT
Streamed Apr 02, 2024
Apr
2
Maura Rivera

The puffer fish technique: How to make your brand look bigger

Maura Rivera
Thursday, March 21st at 1 PM ET/ 10 AM PT
Streamed Mar 21, 2024
Mar
21
Ross Simmonds

The #1 mistake that every content marketer makes – and how to avoid it

Ross Simmonds
Tuesday, March 12 at 1 PM ET/ 10 AM PT
Streamed Mar 12, 2024
Mar
12
Jonathan Gandolf

The state of gated vs. ungated content with Jonathan, from the Juice

Jonathan Gandolf
Tuesday, February 20 at 1 PM ET/ 10 AM PT
Streamed Feb 20, 2024
Feb
20
Molly Bruckman

The Genesis of Surv-AI-vor: The playbook for hosting the ultimate B2B game show

Molly Bruckman
Thursday, January 25 at 1 PM ET/ 10 AM PT
Streamed Jan 25, 2024
Jan
25
Lara Shackelford

AI & GTM strategies that will accelerate your impact in 2024

Lara Shackelford
Thursday, January 18 at 1 PM ET/ 10 AM PT
Streamed Jan 18, 2024
Jan
18
Samantha Goldman

Winning the market: Mural's Enterprise GTM Strategy

Samantha Goldman
Tuesday, January 16 at 1 PM ET/ 10 AM PT
Streamed Jan 16, 2024
Jan
16
Kyle Lacy

CMO influence: How to get a seat at the table

Kyle Lacy
Thursday, January 11 at 1 PM ET/ 10 AM PT
Streamed Jan 11, 2024
Jan
11
Jeff Hardison

PLG + Sales Motions: Can they coexist & how to build a marketing strategy for it?

Jeff Hardison
Tuesday, December 12 at 1 PM ET/ 10 AM PT
Streamed Dec 12, 2023
Dec
12
Kris Rudeegraap

How I leverage corporate gifting to elevate event and webinar engagement

Kris Rudeegraap
Thursday, December 7 at 1 PM ET/ 10 AM PT
Streamed Dec 07, 2023
Dec
7
Axel Sukianto

Mastering marketing across different company stages: from early growth to scale ups

Axel Sukianto
Tuesday, December 5 at 1 PM ET/ 10 AM PT
Streamed Dec 05, 2023
Dec
5
Abdallah Al-Hakim

How I achieved a consistent 30% growth through content marketing and intent data.

Abdallah Al-Hakim
Thursday, November 30 at 1 PM ET / 10 AM PT
Streamed Nov 30, 2023
Nov
30
Iryna Zhuravel

How to market to a technical audience

Iryna Zhuravel
Tuesday, November 28 at 1 PM ET/ 10 AM PT
Streamed Nov 28, 2023
Nov
28
EJ Oelling

Building powerful experiences to drive brand loyalty and revenue

EJ Oelling
Thursday, November 16 at 1 PM ET/ 10 AM PT
Streamed Nov 16, 2023
Nov
16
Carly Brantz

Building an Experimentation Culture from PLG to Enterprise Motions

Carly Brantz
Tuesday, November 14 at 1 PM ET/ 10 AM PT
Streamed Nov 14, 2023
Nov
14
Peep Laja

Mastering B2B Messaging: My Four-Step Framework to Convert Prospects

Peep Laja
Thursday, November 9 at 1 PM ET / 10 AM PT
Streamed Nov 09, 2023
Nov
9
Theresa Anderson

Does your Go-to-market strategy need a numbers detox?

Theresa Anderson
Tuesday, November 7 at 1 PM ET/ 10 AM PT
Streamed Nov 07, 2023
Nov
7
Sekou White

Brand lifts all boats: Building a brand through trust

Sekou White
Tuesday, October 24 at 1 PM ET / 10 AM PT
Streamed Oct 24, 2023
Oct
24
Sachin Puri

How to supercharge your website and build a personalized customer journey at scale

Sachin Puri
Tuesday, October 17 at 1 PM ET/ 10 AM PT
Streamed Oct 17, 2023
Oct
17
Dave Taylor

GTM with indirect channels: how I drive growth through strategic partnerships while maintaining brand integrity

Dave Taylor
Thursday, October 12 at 1 PM ET/ 10 AM PT
Streamed Oct 12, 2023
Oct
12
Giuseppe Caltabiano

The shift from paid to organic: How to achieve impressive growth organically

Giuseppe Caltabiano
Tuesday, October 10 at 1 PM ET/ 10 AM PT
Streamed Oct 10, 2023
Oct
10
Isaac Morehouse

Content and nearbound - efficient marketing strategy that drives results in 2023

Isaac Morehouse
Thursday, September 28 at 1 PM ET/ 10 AM PT
Streamed Sep 28, 2023
Sep
28
Mike Hulme

How an Apple-like experience built a $5 billion B2B SaaS business

Mike Hulme
Tuesday, September 26 ay 1 PM ET / 10 AM PT
Streamed Sep 26, 2023
Sep
26
Wendy White

Low-cost, agile, and AI-powered - growth strategy for the new era of marketing

Wendy White
Thursday, September 21 at 1 PM ET/ 10 AM PT
Streamed Sep 21, 2023
Sep
21
Natalie Marcotullio

Product-led marketing: strategies for driving growth in B2B SaaS

Natalie Marcotullio
Thursday, September 14 at 1 PM ET/ 10 AM PT
Streamed Sep 14, 2023
Sep
14
Rowan Tonkin

Marketing + Finance collaboration: how I built a stable foundation for profitable growth

Rowan Tonkin
Thursday, August 31 at 1 PM ET/ 10 AM PT
Streamed Aug 31, 2023
Aug
31
Nina Butler

AI, content, and evangelism - my resilient marketing strategy for all economic conditions

Nina Butler
Thursday, August 3rd at 1 PM ET/ 10 AM PT
Streamed Aug 03, 2023
Aug
3
Drew Brucker

Small Teams, Big Leaps: A Playbook to Drive Growth Through Agility

Drew Brucker
Thursday, July 13 at 1 PM ET/ 10 AM PT
Streamed Jul 13, 2023
Jul
13
Shuchi Sarkar

Anyone can build a brand - here's how to turn it into a revenue driver

Shuchi Sarkar
Thursday, July 6 at 1 PM ET/ 10 AM PT
Streamed Jul 06, 2023
Jul
6
Oana Manolache

Using owned content and AI to optimize conversions

Oana Manolache
Streamed Jul 05, 2023
Jul
5
Chris Walker

How I grew Refine Labs from 0 to 20MM through content strategy

Chris Walker
Thursday, June 29 at 1 PM ET/ 10 AM PT
Streamed Jun 29, 2023
Jun
29
 Morgan J Ingram

From follower to influencer - harnessing the power of personal brands to drive business growth

Morgan J Ingram
Thursday, June 22 at 1 PM ET/ 10 AM PT
Streamed Jun 22, 2023
Jun
22
Mada Seghete

Uncovering performance insights: my methodology for tracking performance across marketing channels

Mada Seghete
Thursday, June 15 at 1 PM ET/ 10 AM PT
Streamed Jun 15, 2023
Jun
15
Maddy Martin

How I leverage marketing automation to qualify leads and drive sales efficiency

Maddy Martin
Thursday, May 25 at 1 PM ET/ 10 AM PT
Streamed May 25, 2023
May
25
Jason Finkelstein

Create and capture demand: a playbook for B2B SaaS growth

Jason Finkelstein
Thursday, May 18 at 1 PM ET / 10 AM PT
Streamed May 18, 2023
May
18
Matt Hummel

Mastering ABM: How to successfully incorporate it into your marketing strategy

Matt Hummel
Thursday, May 4 at 1 PM ET/ 9 AM PT
Streamed May 04, 2023
May
4
Godard Abel

My winning strategy for engaging the modern buyer

Godard Abel
Thursday, April 27 at 1 PM ET/ 10 AM PT
Streamed Apr 27, 2023
Apr
27
Lauren Vaccarello

Recession fuels innovation: how marketing can harness the power of economic downturns

Lauren Vaccarello
Thursday, April 20 at 1 PM ET/ 10 AM PT
Streamed Apr 20, 2023
Apr
20
Bob Moore

Ecosystem-led growth: how I leverage partnerships to drive demand

Bob Moore
Thursday, April 13 at 1 PM ET/ 10 AM PT
Streamed Apr 13, 2023
Apr
13
Winnie Palmer

How I leverage sales enablement to drive marketing efficiencies

Winnie Palmer
Thursday, March 23 at 1 PM ET / 10 AM PT
Streamed Mar 23, 2023
Mar
23
Michael Cole

How Everflow doubled their quality leads from Google Ads on the same budget

Michael Cole
Thursday, March 2 at 1 PM ET / 10 AM PT
Streamed Mar 02, 2023
Mar
2
Scott Robinson

How to drive growth in a B2B2C company through personalized messaging unique UI

Scott Robinson
Thursday, February 23 at 1 PM ET/ 10AM PT
Streamed Feb 23, 2023
Feb
23
Ryan Narod

How to use your website to find untapped revenue opportunities

Ryan Narod
Thursday, February 16 at 1PM ET/ 10 AM PT
Streamed Feb 16, 2023
Feb
16
MK Getler

How to leverage sustainability as a USP

MK Getler
Thursday, February 9 at 1 PM ET/ 10 AM PT
Streamed Feb 09, 2023
Feb
9
 Ajay Manglani

Walking a mile in customers’ shoes: how I built a customer-centric marketing engine

Ajay Manglani
Thursday, February 2 at 1 pm ET/ 10 am PT
Streamed Feb 02, 2023
Feb
2
Kate McQuade

How dynamic channel marketing is replacing omni-channel

Kate McQuade
Thursday, January 26 at 1 PM ET/ 10 AM PT
Streamed Jan 26, 2023
Jan
26
Nolan McCoy

How to leverage creative marketing throughout the funnel

Nolan McCoy
Thursday, January 19 at 1PM ET/ 10 AM PT
Streamed Jan 19, 2023
Jan
19
 Cristy Garcia

Advertising is dead - how to reach today's consumer

Cristy Garcia
Thursday, January 12 at 1 PM ET/ 10 AM PT
Streamed Jan 12, 2023
Jan
12
Andrew Davies

How we created a winning positioning that stands out in a crowded space

Andrew Davies
Thursday, December 8 at 12PM ET/ 9 AM PT
Streamed Dec 08, 2022
Dec
8
Emilia Korczyńska

Lifecycle marketing: How UserPilot prevents customer churn

Emilia Korczyńska
Thursday, December 1 at 1 PM ET/ 10 AM PT
Streamed Dec 01, 2022
Dec
1
Delicia Shyu

From manual to automated: how marketing can lead digital transformation

Delicia Shyu
Thursday, November 17 at 1PM ET/ 10AM PT
Streamed Nov 17, 2022
Nov
17
Tyler Lessard

How we got crazy creative with our B2B Marketing

Tyler Lessard
Thursday, November 10 at 1 PM ET/ 10 AM PT
Streamed Nov 10, 2022
Nov
10
Will Curran

Tactics for scaling event marketing on a budget

Will Curran
Thursday, November 3 at 1 PM ET/ 10 AM PT
Streamed Nov 03, 2022
Nov
3
Stephanie Ricks

How I built a community to foster brand perception and enter new markets

Stephanie Ricks
Streamed Oct 20, 2022
Oct
20
Dragos Harapu

How to disrupt an industry and build a global community

Dragos Harapu
Thursday, October 13th, 1 PM ET/10 AM PT
Streamed Oct 13, 2022
Oct
13
Aleksandra Panyukhina

Event ROI - measuring beyond the cash flow

Aleksandra Panyukhina
Thursday, October 6th at 1 PM ET/10 AM PT
Streamed Oct 06, 2022
Oct
6
Bryanna MacKay

On stage and behind the scenes - how virtual events with thousands of attendees come to life

Bryanna MacKay
Thursday, September 29th, 1 PM ET/10 AM PT
Streamed Sep 29, 2022
Sep
29
John Wayne Zimmerman

How I Built a Thriving Online Community from Scratch

John Wayne Zimmerman
Thursday, September 22nd, 1 PM ET/10 AM PT
Streamed Sep 22, 2022
Sep
22

Unlock your next live event’s potential

Take the components out for a spin with all the bells and whistles, and host your first live sessions free. We know you’ll love it.
Contact Us