In this account-based marketing case study with WPEngine and Terminus presented at SiriusDecisions Tech Exchange #SDTechX, our ABM Superheroes discussed how they aligned B2B marketing and sales teams to form one "smarketing" team to engage best-fit accounts. Learn how WPEngine used Terminus to target key accounts and progress them faster through the buyer's journey.

1. Account-Based
SMarketing
CHRISTOPHER LONG & MIKE SANCHEZ

2. +@wpengine @terminus
INTRODUCTIONS
John Hessinger
Sr. Director,
Demand Gen & Growth
Mike Sanchez
Sr. Director, Acquisition Sales
@mikeasanchez

3. +@wpengine @terminus
WHAT
WE ARE
COVERING
 People, processes, and tech of
account-based smarketing
 Bringing it all together:
ABM tactics & strategy with
Terminus @ WP Engine
 Results, optimization, and next steps

4. +@wpengine @terminus
PEOPLE
+
PROCESSES
+
TECH

5. +@wpengine @terminus
 Sales ops + marketing ops
= The perfect marriage
 Build your tech stack together
 Host cross-departmental interviews
 Live a day in the life
 No surprises
PEOPLE
Find the right partner & build trust
 Create buy-in &
publicize internally
 Win as a team

6. +@wpengine @terminus
PROCESS
How We Do ABM
Terminus digital advertising / SDR cadence via SalesLoft, LinkedIn,
& Velocify
Find accounts via Datanyze, Redbooks
Develop personas of the key buyer and influencer within the vertical
IDENTIFY
EXPAND Terminus reaches personas in account even without contact data
Add 2-3 contacts per account via LinkedIn other sources
ENGAGE
ADVOCATE
MEASURE
Seek referrals within account during sales outreach
Plan A/B tests at beginning
Set goals for ABM campaign – create pipeline with net new
accounts in key verticals and technologies

7. +@wpengine @terminus
TECHNOLOGY
ABM Stack – Holistic View #ABMstack

8. +@wpengine @terminus
TECHNOLOGY
ABM Stack – Key Components for Campaign

9. +@wpengine @terminus
WP Engine ABM Campaign with Terminus
Chose a list of
accounts based on
a targeted vertical.
Selected ½ list to
target with Terminus
campaigns.
The other ½ was left
untreated as a control
for A/B test.
Uploaded account names
and URL. Targeted
campaign to personas and
departments.
Terminus does not require
contact data to target
individuals at accounts.
Launch campaign -
Terminus delivers digital ads
to individuals at target
accounts wherever they are
on the web.

10. +@wpengine @terminus
ABM Campaign with Terminus
SDRs launched a outreach
campaign with email, social
and phone call cadence to
set a meeting to both the
“treatment” and “control”
account lists.
The list that was served
Terminus ABM saw . . .

11. +@wpengine @terminus
RESULTS
QUANTITATIVE RESULTS:
 Terminus drove impressions to over 93% of
accounts on our target list
 Through our prospecting cadence, we
increased open rates from from 27% to
43% and reply rates from 4.9% to 6.3%
 Since we increased on the volume of these
metrics this gave us an end result of a 28%
increase on appointments and generated
opportunities.
QUALITATIVE RESULTS:
 Impressions increased brand recognition
and allowed for “I keep seeing you
everywhere” moments at conferences,
meetups, and networking events.
 There were many situations where a potential
prospect had a WordPress project and
because of the impressions it drove them
to research us a potential vendor for the
project.

12. +@wpengine @terminus
Key Findings of using Terminus for ABM
ABM takes time. Long
term investment.
Better ROI.
Doubled cold outreach
response rates
Led to more internal
intros within the
prospects company
Impressions matter.
Clicks not
necessarily needed.
The larger the account,
the bigger the impact
from Terminus ABM

13. +@wpengine @terminus
Always Be Improving your ABM
 Personalize and test messaging that resonates with
the different personas, segments, vertical, etc.
 Use similar messaging across channels

14. ABM with Terminus
Doesn’t have to
be complicated
Focus on a
clear KPI
Find partners
internally
Get the right tools
but not more than
you need
Put yourself in your
customer’s shoes
Test, measure,
test, measure, test

15. @wpengine @terminus
Grade your ABM Stack
terminus.com/abm-stack