7 Account-Based Marketing Strategies Every Marketer Must Master

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According to SiriusDecisions, 90% of B2B marketers say ABM is at least very important, yet less than 20% of practitioners have implemented ABM. Learn the 7 basic strategies of Account-Based Marketing covering the entire buyer / customer journey and including details on the right metrics, tactics, and expected benefits of each.

Marketing

4 Types of
ABM
1:1 ABM ABM Lite
Programmatic
ABM Bolt-on ABM
Add expanded reach
to entire account to
supplement lead-
based nurture.
ABM-inspired tactics
across 100s or even
1,000s of identified
accounts.
Accounts share similar
business attributes,
challenges, and
initiatives.
For high-value,
strategic accounts.
Highly personalized.
Higher Value Lower Value
1-10 accounts 10-100 accounts 100-1000 accounts
ABM
@terminus #ABM #FlipMyFunnel

7 ABM Strategies Every Marketer Must Master
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
Acceleration
Wake the
Dead
Account
Nurture
Lead-to-
Account
Nurture
Land &
Expand
X
@terminus #ABM #FlipMyFunnel

PURPOSE
Generate awareness with
cold / net-new accounts to
improve outcomes for
outbound campaigns
TACTICS
Terminus campaigns
SDR cadences
Email campaigns
Direct mail
Events
BENEFITS
Improved engagement
rates, account
penetration, and MQAs
created
KPIs
Pre-Targeting
ABM Strategy + Terminus
Demand Gen
@terminus #ABM #FlipMyFunnel
# of meetings set
% of accounts that show
engagement
# of target accounts that
attend an event or
webinar

PURPOSE
Engage key stakeholders
throughout account to
increase conversion to
sales pipeline
Terminus campaigns
Email campaigns
Webinars
Direct mail
Events
Retargeting
Increased engagement
throughout entire
account and accelerated
pipeline conversion
KPIs
Lead-to-opportunity
conversion rate
MQA-to-opportunity
conversion rate
Pipeline created
@terminus #ABM #FlipMyFunnel
Account Nurture
ABM Strategy + Terminus
Demand Gen
BENEFITSTACTICS

Deliver message beyond
the individual lead
and engage more
stakeholders in the
account
Terminus campaigns
Lead-based email
nurture
Retargeting
Expands reach of
nurture to include other
key stakeholders
Increased likelihood of
converting to opportunity
Lead-to-Account Nurture
(Bolt-On ABM)
Lead Based Strategy + Terminus
Demand Gen
@terminus #ABM #FlipMyFunnel
PURPOSE KPIs
Lead-to-opportunity
conversion rate
Pipeline created
BENEFITSTACTICS

PURPOSE
Engage wider audience of
stakeholders during sales
process to increase
pipeline velocity and win
rates
Terminus campaigns
Sales person
engagement
Field marketing
activities
Events
Shorten sales cycle,
accelerate opp
progression, and
increase closed/won
rates
KPIs
Win rates
Opportunity stage
conversion
Sales cycle length
Revenue
#ABM #FlipMyFunnel
Pipeline Acceleration
ABM Strategy + Terminus
Sales Pipeline
@terminus #ABM #FlipMyFunnel
BENEFITSTACTICS

PURPOSE
Generate pipeline by
re-engaging opportunities
that have been closed out
in the sales pipeline
Terminus campaigns
Sales person
engagement
Events
Direct mail
Webinars
Email nurture
Revives lost pipeline
which has a higher
propensity to buy
KPIs
Pipeline generated
Win rates
Revenue
Wake the Dead
ABM Strategy + Terminus
Sales Pipeline
@terminus #ABM #FlipMyFunnel
BENEFITSTACTICS

Engage other divisions or
business units within an
account
Terminus campaigns
Sales outreach
Account management
Email campaigns
Direct mail
Case study
Increase revenue in
existing accounts by
targeting other divisions
with customized
messaging
Land & Expand
ABM Strategy + Terminus
Customer Marketing
@terminus #ABM #FlipMyFunnel
PURPOSE KPIs
New revenue
% of new revenue
influenced
Churn rate
BENEFITSTACTICS

Renewal & Upsell
ABM Strategy + Terminus
Customer Marketing
@terminus #ABM #FlipMyFunnel
Engage key decision
makers beyond user in
order to increase renewal
rates and contract value
Terminus campaigns
Sales outreach
Account management
Email campaigns
Direct mail
Improved contract value
and churn rates by
engaging the entire
account prior to renewal
PURPOSE KPIs
New revenue
% of new revenue
influenced
Churn rate
BENEFITSTACTICS

7 Account-Based Marketing Strategies Every Marketer Must Master

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Affiliate Marketing is a dynamic and lucrative method of earning income online, where individuals or businesses promote products or services and receive a commission for each sale, lead, or action generated through their referral. At its core, affiliate marketing operates on the principle of revenue sharing, where merchants reward affiliates for driving traffic or sales to their business. Understanding the Basics Affiliate Marketing is rooted in the concept of performance-based marketing. Instead of paying for traditional advertising methods upfront, merchants pay affiliates only when a specific action is completed, such as a sale, lead, or click. This performance-based model aligns the interests of both parties, as affiliates are incentivized to generate results for the merchants they promote. How Affiliate Marketing Works: The process of affiliate marketing typically involves three primary parties: the merchant, the affiliate, and the customer. The merchant, also known as the advertiser or retailer, is the entity that sells the product or service. The affiliate, often referred to as the publisher, promotes the merchant's products or services through various marketing channels. The customer, of course, is the individual who makes a purchase or takes the desired action. When a customer clicks on an affiliate link and completes the desired action, such as making a purchase, the affiliate earns a commission. This commission can vary depending on the merchant's affiliate program and the terms of the agreement between the merchant and the affiliate. The Role of Affiliates, Merchants, and Customers Affiliates play a crucial role in the success of affiliate marketing by leveraging their platforms, audience, and marketing skills to drive traffic and sales for merchants. Affiliates can range from individuals with personal blogs and socialHow Affiliate Marketing Works: The process of affiliate marketing typically involves three primary parties: the merchant, the affiliate, and the customer. The merchant, also known as the advertiser or retailer, is the entity that sells the product or service. The affiliate, often referred to as the publisher, promotes the merchant's products or services through various marketing channels. The customer, of course, is the individual who makes a purchase or takes the desired action. When a customer clicks on an affiliate link and completes the desired action, such as making a purchase, the affiliate earns a commission. This commission can vary depending on the merchant's affiliate program and the terms of the agreement between the merchant and the affiliate. The Role of Affiliates, Merchants, and Customers Affiliates play a crucial role in the success of affiliate marketing by leveraging their platforms, audience, and marketing skills to drive traffic and sales for merchants. Affiliates can range from individuals with personal blogs and social media accounts to large scale Marketing Institution

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It’s never been easier to get your Google Shopping Ads campaigns up and running…but there’s also never been this much competition. So how can you ensure you’re maximizing ROI on your ad spend? Let us help. Watch this panel discussion tailored for retailers and brands eager to elevate their ecommerce strategy through Google Shopping Ads. You’ll hear the ways to craft compelling product listings using Google Merchant Center Next, strategically bid on keywords, and leverage audience targeting to reach the right customers at the right time. We’ll show you: - How to reduce costs while maximizing ROI using the entire Google Ads ecosystem. - The ways to target new shoppers with keyword bidding while maintaining engagement with your current audience. - How to set up Google Shopping feeds flawlessly with Google Merchant Center Next. In this engaging session, Bryan Butler, Joshua Young, and Ben Riggle will unpack the ways to create powerful product listings and measure your success using best-in-class metrics. If you’re an ecommerce brand or retailer using Google Shopping Ads, you won’t want to miss this discussion.

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7 Account-Based Marketing Strategies Every Marketer Must Master

1. ABM Strategies

2. 4 Types of ABM 1:1 ABM ABM Lite Programmatic ABM Bolt-on ABM Add expanded reach to entire account to supplement lead- based nurture. ABM-inspired tactics across 100s or even 1,000s of identified accounts. Accounts share similar business attributes, challenges, and initiatives. For high-value, strategic accounts. Highly personalized. Higher Value Lower Value 1-10 accounts 10-100 accounts 100-1000 accounts ABM @terminus #ABM #FlipMyFunnel

3. 7 ABM Strategies Every Marketer Must Master 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 Acceleration Wake the Dead Account Nurture Lead-to- Account Nurture Land & Expand X @terminus #ABM #FlipMyFunnel

4. PURPOSE Generate awareness with cold / net-new accounts to improve outcomes for outbound campaigns TACTICS Terminus campaigns SDR cadences Email campaigns Direct mail Events BENEFITS Improved engagement rates, account penetration, and MQAs created KPIs Pre-Targeting ABM Strategy + Terminus Demand Gen @terminus #ABM #FlipMyFunnel # of meetings set % of accounts that show engagement # of target accounts that attend an event or webinar

5. PURPOSE Engage key stakeholders throughout account to increase conversion to sales pipeline Terminus campaigns Email campaigns Webinars Direct mail Events Retargeting Increased engagement throughout entire account and accelerated pipeline conversion KPIs Lead-to-opportunity conversion rate MQA-to-opportunity conversion rate Pipeline created @terminus #ABM #FlipMyFunnel Account Nurture ABM Strategy + Terminus Demand Gen BENEFITSTACTICS

6. Deliver message beyond the individual lead and engage more stakeholders in the account Terminus campaigns Lead-based email nurture Retargeting Expands reach of nurture to include other key stakeholders Increased likelihood of converting to opportunity Lead-to-Account Nurture (Bolt-On ABM) Lead Based Strategy + Terminus Demand Gen @terminus #ABM #FlipMyFunnel PURPOSE KPIs Lead-to-opportunity conversion rate Pipeline created BENEFITSTACTICS

7. PURPOSE Engage wider audience of stakeholders during sales process to increase pipeline velocity and win rates Terminus campaigns Sales person engagement Field marketing activities Events Shorten sales cycle, accelerate opp progression, and increase closed/won rates KPIs Win rates Opportunity stage conversion Sales cycle length Revenue #ABM #FlipMyFunnel Pipeline Acceleration ABM Strategy + Terminus Sales Pipeline @terminus #ABM #FlipMyFunnel BENEFITSTACTICS

8. PURPOSE Generate pipeline by re-engaging opportunities that have been closed out in the sales pipeline Terminus campaigns Sales person engagement Events Direct mail Webinars Email nurture Revives lost pipeline which has a higher propensity to buy KPIs Pipeline generated Win rates Revenue Wake the Dead ABM Strategy + Terminus Sales Pipeline @terminus #ABM #FlipMyFunnel BENEFITSTACTICS

9. Engage other divisions or business units within an account Terminus campaigns Sales outreach Account management Email campaigns Direct mail Case study Increase revenue in existing accounts by targeting other divisions with customized messaging Land & Expand ABM Strategy + Terminus Customer Marketing @terminus #ABM #FlipMyFunnel PURPOSE KPIs New revenue % of new revenue influenced Churn rate BENEFITSTACTICS

10. Renewal & Upsell ABM Strategy + Terminus Customer Marketing @terminus #ABM #FlipMyFunnel Engage key decision makers beyond user in order to increase renewal rates and contract value Terminus campaigns Sales outreach Account management Email campaigns Direct mail Improved contract value and churn rates by engaging the entire account prior to renewal PURPOSE KPIs New revenue % of new revenue influenced Churn rate BENEFITSTACTICS

11. @terminus #ABM #FlipMyFunnel

Editor's Notes

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