ABM is one of those words you've heard but maybe you haven't explored fully yet. Are you searching for a new creative go-to-market plan in our new digital-first, work-from-home environment? Or maybe you’ve done your research on ABM, understand the benefits, and now you want to see some tactical ways on how to get started? Either way, you're on the right track and we have just the thought-leaders to help you! Join Justin Keller, VP of Marketing, and Brad Beutler, Director of Content at Terminus for their discussion about how to create your future timeline to Go-to-Market success with ABM.

1. A Timeline to
Go-to-Market
Success with
ABM
Justin Keller Brad Beutler

2. Your Hosts
Brad Beutler
Director of Content
Terminus
Justin Keller
VP of Marketing
Terminus

3. © 2021 Terminus Software, Inc. All rights reserved. 3
Our
Promise
to YOU
● 30 minutes…that’s it.
○ Short and snappy
○ Educational
○ Entertaining
● We hate buzzwords and fluff too.
● Will be recorded and we’ll follow up with an email.
● Oh...and trivia!
○ 5 questions
○ Get them all right and we’ll send you a prize
○ Look for the polling feature on your screen
○ Answers revealed after every question

4. © 2021 Terminus Software, Inc. All rights reserved. 4
Hold
On... I thought
Terminus = ABM?
How does account-based
marketing relate to
go-to-market?

5. © 2021 Terminus Software, Inc. All rights reserved. 5
What do we mean by go-to-market?
Marketing, Sales, and
Customer Success
working better together
to focus on the right
accounts and drive
more revenue for
their company.
Getting your message
in front of the right
audience in a
personalized and
efficient way.

6. © 2021 Terminus Software, Inc. All rights reserved. 6
New Product
Feature
Customer
Retention or
Expansion
General
Brand
Awareness
Win Back
Lost
Customers
Competitive
Top 100
Accounts
Event
Promotion
Breaking
Into a New
Vertical
The Motivation Behind a Go-to-Market Campaign

7. Trivia Question #1

8. About how many grapes
go into a bottle of wine?
A) 350 B) 575
C) 700 D) 800

9. Marketing’s
POV
Sales’
POV
QUEUE THE
TIMELINE

10. Planning
Weeks 1-2
Marketing
List out characteristics of your best
customers and prospects.
Build an ideal customer profile.
Review, approve and finalize the
ideal customer profile to ensure
sales and marketing alignment.
Sales
ICP
● Name your best customers
● Why are they successful?
● Characteristics
○ Industry
○ Vertical
○ Size
○ Geography
○ Budget
○ Revenue
● Other factors to consider
○ Technology
○ Size of team
○ Customer base
○ Maturity of tech

11. Target
Weeks 2-3
Marketing
Both sides should take the time to
research intent data sources before
using them. This guide is a good
starting point.
Build account segment(s) based
on your ideal customer profile.
Sales
Organize and prioritize audience
segments based on motivation
behind go-to-market campaign.

13. Trivia Question #2

14. What is the collective noun
for a group of unicorns?
A) Herd B) Blessing
C) Camp D) Pack

15. Engage
Weeks 3-12
Marketing
Need some inspiration for ad
designs or campaign ideas?
Browse through 100+ of the best ad
and banner examples from our
customers.
Develop messaging, ad creative,
and/or a campaign theme.
Sales
Determine content experiences or
points of engagement that
coordinate with your targeted
advertising.

17. Engage
Weeks 3-12
Marketing
Track initial engagement metrics
while adding personalized points of
engagement.
Targeted display ads
Retargeting
LinkedIn Advertising
Email signature banners
Account-based chat
Website activity
Direct mail
Virtual events

18. Marketing
Use insights from Marketing to
prioritize accounts, develop
personalized messaging, and begin
outreach.
Sales
Bring together data, visibility, and
alerts for the sales team. Make it
easy to understand so they can
take action.
Activate
Weeks 4-12
“Clicked on X!”
“Visited Page Y!”
“Let’s follow up with Z!”

19. Trivia Question #3

20. What was the most
downloaded app of 2020?
A) WhatsApp B) Zoom C) Netflix D) TikTok

21. Measure
Weeks 4-12
Marketing
Use Opportunity Insights to see the
buyer’s journey within each of your
top accounts.
Use the Terminus Measurement
Studio to track relevant data
points.
Sales
Create reports with Campaign
Analytics to determine overall
success of campaign.
New revenue won
Pipeline created
Opportunities created
Meetings booked
Engaged accounts
Deal velocity

22. Measure
Weeks 4-12
Marketing
Evaluate characteristics of accounts
that converted into opportunities
and customers.
Evaluate messaging, tactics, and
channels that performed best.
Sales
Apply learnings to the next audience
and go-to-market campaign. Then
repeat the process.

23. Week 2 3 4 5 6 7 8 9 10 11 12
Top 100
New Product Feature
Competitive
How do you simplify
go-to-market
campaigns and
ABM?
1. Motivation/goal/theme
2. Target
3. Engage
4. Activate
5. Measure
6. Apply learnings, repeat.

24. Trivia Question #4

25. Which song set the Guinness World Record for
the most streamed track on Spotify in 24 hours?
A) Mariah Carey’s
“All I Want for
Christmas Is You”
B) Baby
Shark
C) Luis Fonsi’s
“Despacito”
D) Ed Sheeran’s
“Shape of You”

26. Trivia Question #5

27. What was the first fruit that
was eaten on the moon?
A) Peach B) Apple C) Mango D) Strawberry

28. Thank You!
How Else Can We Help?
Justin Keller
@justinkeller
Brad Beutler
@bbeutler4