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Terminus on Account-Based Marketing

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Terminus' Director of Marketing Operations, Stephanie Kelly, shares the account-based marketing programs she has developed internally at Terminus. She shares how she created an "always-on" pipeline velocity program to support the account executives as well as how she developed bespoke ABM campaigns for events and expands reach into accounts for inbound efforts.

Terminus' Director of Marketing Operations, Stephanie Kelly, shares the account-based marketing programs she has developed internally at Terminus. She shares how she created an "always-on" pipeline velocity program to support the account executives as well as how she developed bespoke ABM campaigns for events and expands reach into accounts for inbound efforts.

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Terminus on Account-Based Marketing

  1. 1. Terminus on ABM Stephanie Kelly, Director of Marketing Ops at Terminus
  2. 2. 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 Acceleration Wake the Dead Account Nurture Lead-to- Account Nurture Land & Expand X
  3. 3. Demand Generation SDR-Led ABM Campaigns -> Pre-targeting ~ 60% of pipeline Inbound -> Lead-to-account nurture ~ 20% pipeline ABM for Events -> Pre-targeting + nurture ~ 20% of pipeline Net New Interest Buying Stage ABM Strategy (1:1, ABM Lite, Programmatic) Lead-Based Strategy (Bolt-On ABM) Demand Gen Pre- targeting Account Nurture Lead-to- Account NurtureX
  4. 4. Demand Generation – ABM Technology Stack
  5. 5. 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
  6. 6. Demand Generation – Improving Creatives
  7. 7. 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 profile START
  8. 8. Demand Generation – Inbound
  9. 9. Demand Generation – Event 1. Identify 375 companies 2. Develop message 3. Build content, email campaigns, creative, video 4. Coordinate with sales teams 5. Launch campaign • Terminus Ads • SDR Cadence #1 with video • Retargeting • SDR Cadence #2
  10. 10. 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
  11. 11. Sales Pipeline Acceleration Net New Interest Dead OppOpportunityBuying Stage ABM Strategy (1:1, ABM Lite, Programmatic) Lead-Based Strategy (Bolt-On ABM) Sales Pipeline Pipeline Acceleration Wake the Dead
  12. 12. Pipeline Acceleration – Automated Campaigns by Sales Stage Buying stage Terminus Ads Direct Mail Account Executive 1) Demo scheduled 2) Demo completed 3) Interest 4) Evaluation 5) Negotiation / review 6) Awaiting signature
  13. 13. Pipeline Acceleration – Creative by Stage Campaign 1: Brand Campaign 2: Benefits Campaign 3: Results
  14. 14. Pipeline Acceleration - Results improvement in win rates with companies in Terminus campaigns in ~120 days Love on Twitter from opportunities “I see your ads everywhere” 12%
  15. 15. 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

Editor's Notes

  • - Introduce yourself, tell story of getting hired by Sangram, had lots of experience in marketing, but was new to ABM, so I’ve had to learn a lot, I’m just like you.
    - Going to share how Terminus has built an ABM program with Terminus at the center
  • With Terminus,

    We have at least 5 campaigns always on running. We are always running a pre-targeting (which is awareness to cold accounts), lead-to-account nurture, and then 3-4 campaigns for the stage of our sales pipeline.

    I’m going to share with you our always on campaigns and an example of my first highly targeted ABM campaign.

  • - Our SDR team plays a key role in driving pipeline for our team.
    We use a variety of tools to identify accounts in our ICP and once selected, we immediately drop those accounts into a “Pre-targeting campaign”
    OurSDRs then begin by completing the account profile with contacts aligned to our target personas. What’s great about Terminus is that we are able to begin getting in front of our folks at our target accounts with our message before an email goes out.
    Our SDRs reach out with cadences that are personalized by persona.
    KPI – Demand gen and SDRs are both held accountable for creating pipeline. We even have ”allbound” which are opportunities created from a combo of marketing and SDR efforts. We celebrate with a song that you heard walking up.
  • - Our SDR team plays a key role in driving pipeline for our team.
    We use a variety of tools to identify accounts in our ICP and once selected, we immediately drop those accounts into a “Pre-targeting campaign”
    OurSDRs then begin by completing the account profile with contacts aligned to our target personas. What’s great about Terminus is that we are able to begin getting in front of our folks at our target accounts with our message before an email goes out.
    Our SDRs reach out with cadences that are personalized by persona.
    KPI – Demand gen and SDRs are both held accountable for creating pipeline. We even have ”allbound” which are opportunities created from a combo of marketing and SDR efforts. We celebrate with a song that you heard walking up.
  • First starting running “Pre-Targeting” campaigns on Terminus, we used branded ads. Improved with a message that is aligned with what the SDRs’ message. Better engagement with this ad and heard from SDRs that people get it better.
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