Tradeshows and conferences (like Dreamforce almost here!) can be a key part of your ABM program when used effectively. However, it takes a shift in your event mindset and strategy. It’s time to move away from the traditional demand gen tactics with a focus on pure volume and towards a targeted approach. Join us for a behind-the-scenes webinar which will look into the nuts and bolts of real ABM programs. ABM masters will reveal what they’re doing to drive executive engagement at Dreamforce. You’ll discover strategies and tips for: -Engaging via video, gifting and personalized content -Account based advertising -Personalization at Scale -Pipeline Acceleration -Connect with Engagio at Dreamforce 2017. Learn more about Engagio at Engagio.com Follow us on Twitter @Engagio Connect with us on LinkedIn Like us on Facebook

1. Learn more at the ABM Masters Resource Center: resources.terminus.com/abm-masters

2. HOW MASTERS EXECUTE
THEIR ABM STRATEGY
Real-World Examples of Mind-Blowing Approaches to ABM
Tyler Lessard | VP Marketing | @Vidyard | @TylerLessard

3. 1. THE WORLD GOT SMALL
AND THEN IT GOT VERY BIG
Disciplined approach to ICP and IDENTIFYING target accounts.

4. 2. WE’RE LIVING IN AN
ATTENTION ECONOMY
Hard to cut through the noise and ENGAGE with target accounts.

5. 3. B2B BUYING DECISIONS
ARE MORE COLLABORATIVE
Greater need to EXPAND influence within engaged accounts.

6. 4. “GOOD ENOUGH” IS NO
LONGER GOOD ENOUGH
We need to be creative, interesting and personal to WOW.

10. Video in nurtures
increase engagement
by ~2x

11. Video in nurtures
increase engagement
by ~2x

12. Personalized Video at
scale boosts
responses by 3x-5x

13. 1:1 Video Messages
boost responses by
3x-5x
www.vidyard.com/GoVideo

14. 1:1 Video Messages boost responses by 3x-5x
www.vidyard.com/GoVideo

16. Deborah Holstein
CMO, Everstring

17. 17
One Way EverString
uses Terminus for ABM
Deborah Holstein
CMO, Everstring

18. 18
everstring.com

19. ©2017 EverString :: CONFIDENTIAL & PROPRIETARY19
Enrich
Score
Sales
Intelligence
Similar
Companies
Start My Free Trial

20. 20
94% 78%

21. CONFIDENTIAL
How Serenova Uses
ReachForce
Kristi Bjornaas, Reachforce

22. CONFIDENTIAL
Accelerate new growth through intense focus on:
‣ Highly Targeted Segmentation
‣ Enterprise Focused Content
‣ Dedicated ABM function
‣ Life-Time Value of account
22
Bigger Opps, Faster/Higher Conversion

23. CONFIDENTIAL
Account Segmentation and Targeting Model
D
•Any company that does not fit
the criteria for A, B, C located in
a sellable geo
•Any Industry
C
Revenue: $XM – $XXM
•Any industry from A or B
B
Revenue: $XB – $XXB
•Any Industry from A
A
Revenue: $XXB+
•Top 9 Industries

24. CONFIDENTIAL
Contact
Data
Automate Lead Data Management with Form Enrichment for
Account and Contact Data
Web
Traffic
Marketing
Automation CRM
Lead
deliverySmartForms
Contact and
Account Data
Enrichment
500%
inbound
marketing
growth!

25. CONFIDENTIAL
500%
Inbound Growth
68%
Higher Conversion
95%
Forecasting Accuracy
4.6x
Larger Oppty
75% Marketing Sourced New
Biz
25
Segmentation Success Through the Funnel

26. @peterkherbert
PETER HERBERT
VP, Marketing at Terminus
@peterkherbert
#ABM

27. #conex17 #ABM
Account-Based Value Stream
Orchestrating Quality Time with Decision-Makers
Fit + Intent (+ Engagement)
Account
Prioritization
Promote
MQAs
Engaged Accounts with
High AES
Expand to 10+ More
Contacts as Needed to
Set Appt.
Gather Account
Insight
Create
Tailored,
Personalized
Content
Run the Play:
Personalized
Phone+Social+Email
Marketing Creates
Awareness and
Engagement
Sales Dev Engages with
People and Sets
Appointments
Build Target
Contacts
@peterkherbert #ABM@peterkherbert #ABM

28. #ABM Superhero
How Terminus Uses Everstring
to Select Best-Fit Accounts
@peterkherbert #ABM@peterkherbert #ABM

29. @peterkherbert #ABM@peterkherbert #ABM
AIAI
AI-Powered Terminators!!!

30. Data-Driven
Account-Based
Marketing
FIT
INTENT
ENGAGEMEN
T
@peterkherbert@peterkherbert #ABM

31. Build Target Accounts and Segments
Build audience easily
Filter to your ICP
Enhance with AI-assisted model
Publish and enrich SFDC with one touch
100
CRM
Fit
@peterkherbert@peterkherbert #ABM

32. Tier
1
Tier 2
Target Pool
Fit + Intent + Engagement
Fit
Dynamic Targeting and Prioritization
@peterkherbert@peterkherbert #ABM

33. #ABM
Building an Audience for an Event
@peterkherbert@peterkherbert

34. #ABM Superhero
How Terminus Uses Uberflip and Vidyard
to Create Engaging Experiences
@peterkherbert@peterkherbert #ABM@peterkherbert #ABM

35. ABM Emphasizes
Relevant, Personalized H2H Engagement
@peterkherbert #ABM@peterkherbert #ABM

36. ABM Masters Portal (Powered by Uberflip)
@peterkherbert #ABM@peterkherbert #ABM
http://resources.terminus.com/abm-masters

37. 1:1 Company
@peterkherbert #ABM@peterkherbert #ABM

38. Personalized Email
Pick up the phone!
Socialize!
H2H Personalized
@peterkherbert #ABM@peterkherbert #ABM

39. How Uberflip Uses Terminus
for ABM
Tara Robertson
Director of Revenue Marketing at
Uberflip

40. ABOUT
UBERFLIP
We help marketers create,
manage and optimize
content experiences at every
stage of the buyer journey.

41. Strategic SamDemand Jen
Marketing Mary
CONTENT
EXPERIENCE

42. FUTURE
RandyDanielQuentin ChristineShannonTara

43. Source: Marketo “The State Of Engagement” Report

44. Your Content
Top of the Funnel Middle of the Funnel Bottom of the Funnel
By Topic By Type By Vertical By Persona By Account

45. Goal: Target open opportunities with relevant content
Solution: Terminus Ads + Uberflip Content Streams

46. Outcome: CTR of 6-13% at some of our target accounts!

49. hub.uberflip.com

50. How the ABM Masters Alliance
Uses Sendoso for ABM
To Increase Executive Engagement at Target Accounts
Braydan Young
Head of Growth, Sendoso

51. The Target and Score
 Dreamforce (Sales, Marketing)
 Two types of events VIP and Master Party
 12 Sponsors and 1000 sends
 3 invites (Tier 1, 2, and 3)
 Identify targets
 Personalization was key for engagement
 Uniqueness to stand out

52. Tier 1 Door Opener Package
 Wine bottle, wrap, lock, bubble shield,
personalized card, custom box, custom tape
w/ logos.

53. Tier 2 Door Opener Package
 Custom black box, custom whiskey glasses,
custom card, logo tape, and crinkle paper
for shipping.

54. Tier 3 – Lowest Cost Package
 Decoder card and glasses in gold envelope
with custom sticker w/ logos.

55. Results so Far
 22% sign ups on Tier 1 Mailer
 10% sign up on Tier 3 Mailer
 Plus continuing conversations!

56. Copyright ©2017, Engagio Inc.
Engagio Target Account Strategies
Sandra Freeman
Head of Strategic Marketing

57. Copyright ©2017, Engagio Inc.
Identify Target Accounts
• Everstring – Predictive
• Ongoing Prioritization
• See Full Webinar: Grand Slam #1 – How to Select Target
Accounts
57

58. Copyright ©2017, Engagio Inc.
Entitlement Examples
58
Entitlement Tier 1 – approx 10 Tier 2 – approx 20 Tier 3 – approx 370
Account Plan Account Plan Account Plan Lite N/A
Executive Support Named Executive + Social support N/A N/A
Executive Workshop Yes N/A N/A
Personalized
Communications
Yes – up to 5 key decision makers Yes – up to 3 key decision
makers
Great but not required
Content Hub Yes + Personalized Guides Yes + Personalized Guides N/A
Ads Yes – most personalized Yes – if resources to deliver Yes – if resources to
deliver
In Region Event 1 in Region every other quarter, 1 bay area every other quarter
Direct Mail $$$ $$ $
Data More Data, Monthly More Data, Quarterly Data, 2x Year

59. Copyright ©2017, Engagio Inc. 59
Getting Started with ABM Lunch
Broad HTML Automated Invite
Enterprise Executive Breakfast
Personalized Multi-Step Executive Invite Play
Engage Target Accounts

60. Copyright ©2017, Engagio Inc. 60
Engage Target Accounts
Multi-Step
Multi-Channel
Multi-Player

61. Copyright ©2017, Engagio Inc. 61
Getting Started with ABM Lunch
Broad HTML Automated Invite
Enterprise Executive Breakfast
Personalized Multi-Step Executive Invite Play
Engage Target Accounts
43%
Response
3%
Response

62. Copyright ©2017, Engagio Inc.
Engagement: Target Accounts = 10X Increase
62
1,600 minutes 17,000+ minutes
989 Target Accounts, June 2016 to May 2017

63. Copyright ©2017, Engagio Inc.
Thank You!
• Copy of Replay and Slides
• ABM Masters Content Hub
– http://resources.terminus.com/abm-masters
• Share Your Questions with Presenters
• Hope You’ll Join us at Dreamforce!
– Nov 6th at SFMOMA
63

64. Learn more at the ABM Masters Resource Center: resources.terminus.com/abm-masters