Presented by Peter Herbert, CMO of Terminus, and Matt Amundson, VP of Marketing at EverString, at SiriusDecisions Summit 2018

1. Core Values | ©2018 Terminus Software, Inc.
Using Fit, Intent and Engagement
Data to Build a World-Class ABM
Practice

2. SPEAKERS
How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
MATT AMUNDSON
VP of Marketing
EverString
@mattya56
PETER HERBERT
CMO
Terminus
@PeterKHerbert
#ABM | @PeterKHerbert @mattya56

3. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Overview
✓ To present a proven, data-backed approach for executing a world-
class account-based marketing program
✓ Learn the secrets of Peter’s ABM process that was recognized as a
key to the SiriusDecisions 2017 ABM Program of the Year
✓ Understand the data required for data-driven ABM and where to get it
#ABM | @everstring @Terminus

4. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
About EverString
EverString's next generation data
enables sales and marketing
teams to know whom to target,
when they're in market, and why
they're a good fit.
#ABM | @everstring @Terminus

5. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
About Terminus
Terminus enables B2B marketers to
target key accounts, engage decision-
makers, and accelerate marketing and
sales pipeline velocity at scale.
● Account-based advertising
● Account-based web analytics
● ABM measurement
● Marketing analytics & attribution
#ABM | @everstring @Terminus

6. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Operationalizing Data-Driven ABM
#ABM | @PeterKHerbert @mattya56

7. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Why ABM for the Business?
Efficiency
Stop wasting time,
energy, and money
on efforts that don’t
help your business.
Growth
Spend more time with people
likely to buy and win more
customers who will have a
higher lifetime value while
being more satisfied with your
products and services.
Predictability
Understand how big your
market is, how many
accounts are actively
looking, and how good
you are at converting
them to revenue.
#ABM | @PeterKHerbert @mattya56

8. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Why ABM for Buyers & Customers?
Market to the
Right People
Engage with people
at accounts that have
a need, especially
ones that are actively
in market.
Personalize &
Be Relevant
Marketing and sales
touches are H2H,
informed about the
business, and reflect
research into people
and their interests.
Create Great
Experiences
Marketing and sales are
aligned and content is
relevant and thoughtful to
create an experience
customers won’t forget!
#ABM | @PeterKHerbert @mattya56

9. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Who Should We Market To?
#ABM | @PeterKHerbert @mattya56

10. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Who Should We Market & Sell To?
● Unsustainable manual processes
● Took sales off the frontline
● Data was too limited
● Static accounts
● We weren’t using data to trigger sales
and marketing activity
We Can Do Better
Than This!
#ABM | @PeterKHerbert @mattya56

11. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Epic Search for Answers to Our ABM Problems
1. Easily research and build
account segments/audiences
2. Predictive models and AI to consider
more data (than a human brain)
3. Intent data signals about who was
active in the market
My team needed better account data, insights, and an easier process
4. Engagement data as a key signal to
progress accounts to working status
5. Ongoing intent and engagement data as
signals, insights, and triggers to progress
accounts and deliver the right content
6. Operational processes to make this work
across sales and marketing
#ABM | @PeterKHerbert @mattya56

12. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Fit Data: ICP & AI-Assisted Scoring
Build audience easily
Filter to your ideal customer profile
Enhance with AI-assisted model
Publish and enrich SFDC with one touch
100
CRM Fit
#ABM | @PeterKHerbert @mattya56

13. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Intent Data: Account-Based Surge
Identify active market
Understand intent
Activate on surging intent
#ABM | @PeterKHerbert @mattya56

14. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Engagement Data: Account & Known Contact
Understand which accounts are engaged
with your online content (anonymous)
and what content
Move targeted accounts to “engaged” digital
and SDR campaigns and progress them
intelligently through the funnel
Target new accounts that are a good “fit”Understand which accounts are engaged
through your marketing campaigns and
sales touches (known contacts)
#ABM | @PeterKHerbert @mattya56

15. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
The Formula for Operationalizing ABM
Tweet this!
Fit + Intent +
Engagement
is the secret formula
for #ABM
@PeterKHerbert
FIT
INTENT
ENGAGEMENT
#ABM | @PeterKHerbert @mattya56

16. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Account Selection & Prioritization
Account Name ICP Fit Score Intent Score Engagement Target Priority
Company name 99 95 HIGH 1
Company name 90 70 MEDIUM 1
Company name 90 95 LOW 2
Company name 85 100 NONE 2
Company name 25 0 HIGH —
#ABM | @PeterKHerbert @mattya56

17. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
ABM Target Tiers
Tier 1
Tier 2
Target Pool
Fit + Intent (+ Engagement)
Fit
#ABM | @PeterKHerbert @mattya56

18. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Terminus’ #OneTeam ABM Program
#ABM | @PeterKHerbert @mattya56

19. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Results
✓ Accounts better qualified, earlier
✓ AEs make great time on good-fit accounts
Win rate from 1st meeting
(across our entire pipeline!)
125% 35% 20 days
faster
ACV Sales cycle velocity
✓ More time to personalize
✓ Seamless alignment between sales
and marketing
#ABM | @PeterKHerbert @mattya56

20. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Marketing owns account selection and
prioritization
Defined target pool of high-fit accounts
Only work accounts with ICP
and predictive fit
Selected quarterly Tier 1 with
Fit + Intent + Engagement for ABM
multichannel campaigns
We created a data-driven, dynamic process
for account prioritization and sales triggers =
working status
Reduced numbers of SDR accounts
and quotas
Focused on highly personalized cadences
and content
Shifted to account-based SDRs (18) and
inbound SDR (1)
What We Changed (Really, Really Fast)
1
2
3
4
5
6
7
8
#ABM | @PeterKHerbert @mattya56

21. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Data-Driven Prioritization
Working
Target &
Potential
All high-fit accounts
Time Energy Money
Sales and marketing
working together
#ABM | @PeterKHerbert @mattya56

22. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Data-Driven & Dynamic
Working
1. Intent 2. Engagement 3. Fit
Net-New Existing
AlertAssign
Net-New Existing
AlertAssign
FIT
Net-New Existing
AlertAssign
FIT
#ABM | @PeterKHerbert @mattya56

23. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Let the Data Drive Your Processes & Tactics
Use data to be more targeted, intelligent, and relevant
Fit ● Total addressable market analysis
● ABM account selection
● Account prioritization
Intent ● Custom, curated, or personalized content
● Intent-driven Terminus ABM display ads
● Intent-driven LinkedIn Sponsored Content
● Sales insights and competitive intel
Engagement ● Account progression and prioritization
● Progressive Terminus ABM advertisements & LinkedIn
Sponsored Content
● Account-based retargeting
● Triggering coordinated sales and marketing tactics
#ABM | @PeterKHerbert @mattya56

24. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
Example of a Data-Driven Digital Tactic
Use Fit + Intent + Engagement for precise targeting
1 ENGAGEMENT data from Terminus 2 Create FIT audience in Everstring
3 Refine to INTENT keyword 4 Launch intelligent account-based ads
#ABM | @PeterKHerbert @mattya56

25. How to Make ABM Successful with a Data-Driven Strategy | ©2018 Terminus Software, Inc.
ABM Scorecard
Measure conversion through the account-based funnel
Fit + Intent + Engagement Intent + Engagement signals
#ABM | @PeterKHerbert @mattya56