Account Based Marketing + Account Based Sales Development = Account Based Everything
Terminus on Account-Based Marketing
Transcript of Terminus on Account-Based Marketing
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Terminus on ABM
Stephanie Kelly, Director of Marketing Ops at Terminus
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Terminus Framework: 5 – 10 Campaigns
Net New Interest Dead Opp
Renewal & ExpansionOpportunityBuying Stage
ABM Strategy
(1:1, ABM Lite, Programmatic)
Lead-Based
Strategy(Bolt-On ABM)
Demand Gen Sales Pipeline Customer Marketing
Pre-targeting
Renewal & Upsell
Pipeline Accelerati
on
Wake the
Dead
AccountNurture
Lead-to-Account Nurture
Land & ExpandX
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Demand Generation
SDR-Led ABM Campaigns -> Pre-targeting ~ 60% of pipelineInbound -> Lead-to-account nurture ~ 20% pipelineABM for Events -> Pre-targeting + nurture ~ 20% of pipelineNet New Interest
Buying Stage
ABM Strategy
(1:1, ABM Lite, Programmatic)
Lead-Based
Strategy(Bolt-On ABM)
Demand Gen
Pre-targeting
AccountNurture
Lead-to-Account NurtureX
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Demand Generation – ABM Technology Stack
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Demand Generation – SDR-Led ABM• Set ICP and Goal • Identify target accounts – Sales & Marketing
Alignment• Expand – Terminus ads launch, SDRs build out account • Engage – SDR outreach (call, email, social), Terminus
Ads (Cadences personalized by persona), limited Retargeting
• Advocate – SDRs seek referral within target accounts• Measure – Qualified Demos / Opportunities Created /
Terminus Progressed Accounts
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Demand Generation – Improving Creatives
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Demand Generation – Inbound
Inbound SDR scrub account for ICP match
Account created
Tracking – Conversion
to Opp after
download
Engage • Terminus ads to reach the
entire account • SDR launches cadence personalized
to content download
Build out account profileSTART
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Demand Generation – Inbound
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Demand Generation – Event
1. Identify 375 companies2. Develop message 3. Build content, email campaigns, creative,
video4. Coordinate with sales teams5. Launch campaign
• Terminus Ads• SDR Cadence #1 with video• Retargeting• SDR Cadence #2
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Demand Generation – Event Results
• Identify – 375 companies• 41 companies registers 11%• Pipeline Created $498k 36%
of total event pipeline• Ad Spend $855
• “I loved your video. We passed it around the office because it was so great!” – SDR call to prospect
• SDRs reported that it was much easier to engage prospects on the phone with the video.
Quantitative Qualitative
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Sales Pipeline Acceleration
Net New Interest Dead Opp
OpportunityBuying Stage
ABM Strategy
(1:1, ABM Lite, Programmatic)
Lead-Based
Strategy(Bolt-On ABM)
Sales Pipeline
Pipeline Accelerati
on
Wake the
Dead
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Pipeline Acceleration – Automated Campaigns by Sales Stage
Buying stage Terminus Ads Direct Mail
Account Executive
1) Demo scheduled2) Demo completed3) Interest4) Evaluation5) Negotiation / review6) Awaiting signature
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Pipeline Acceleration – Creative by Stage Campaign 1: Brand Campaign 2: Benefits Campaign 3: Results
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Pipeline Acceleration - Results
improvement in win rates with companies in
Terminus campaigns in ~120 days
Love on Twitter from opportunitie
s
“I see your ads everywhere”
12%
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Lessons Learned – Ads, Content, Tools and Process
Spend more time identifying the right accounts Constantly improve ads and messaging Effective, targeted content is hard Involving the whole team is critical – sales, content, creative Set clear KPIs that matter Invest time in fully learning the tools you've implemented Data is king
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