The document outlines an agenda for a live broadcast on how to become an ABM superhero. It includes presentations by representatives from Terminus and SOASTA on defining ABM, assembling an ABM team, identifying target accounts, and an example ABM campaign case study that led to improved marketing results. Resources mentioned include the Terminus ABM platform, an ABM blueprint ebook, and taking questions from the audience.

1. Live Broadcast
How to Become an
ABM Superhero

2. Presenters
SANGRAM VAJRE
Co-Founder and
CMO at Terminus
@SangramVajre
Tweet to win! Use #ABM for a copy of Account-Based Marketing for Dummies
@TonniBennett @JennyCoupe @SangramVajre #ABM
TONNI BENNETT
VP, Sales
Terminus
@TonniBennett
JENNY COUPE
VP, Customer Acquisition
SOASTA
@JennyCoupe

3. #ABM Superhero @TonniBennett @JennyCoupe @SangramVajre #ABM
Agenda
1. ABM/Terminus Overview
2. Defining Qualities of ABM Superheroes
3. ABM Superhero Case Study
4. Resources to Make You a Hero!

4. @sangramvajre @dgaugler#ABM@Terminus #ABM Superhero @SangramVajre #ABM
Terminus is on a mission to build the best-in-class
ABM platform and community that empowers
B2B marketers to be heroes in their organizations.

6. @sangramvajre @dgaugler#ABM@Terminus #ABM Superhero
How do you become an ABM Superhero?
@SangramVajre #ABM

7. 7 ABM Superpowers
@SangramVajre #ABM

8. JENNY COUPE
VP, Customer Acquisition
SOASTA

9. @sangramvajre @dgaugler#ABM@Terminus #ABM Superhero @JennyCoupe #ABM
What is Account-Based Marketing?
“Account-­based marketing (ABM) is a strategic approach marketers
use to support a defined universe of accounts, including strategic
accounts and named accounts. It also includes support for the post-­
sale customer lifecycle using marketing’s toolkit to contribute to the
overall customer experience.” -­ SiriusDecisions

10. @sangramvajre @dgaugler#ABM@Terminus #ABM Superhero @JennyCoupe #ABM
Jenny’s Definition of ABM
• A B2B strategy that aligns sales and marketing to focus on target
accounts rather than individuals
• Identifying as many contacts as possible at a target accounts and
marketing to them with a tailored message to address their pain points
• Goals are generally tied to booked business/new revenue from the
identified target accounts
• Benefits include faster account penetration, better alignment with
marketing, more relevant content

11. @sangramvajre @dgaugler#ABM@Terminus #ABM Superhero
Assembling an ABM Team of Avengers
@JennyCoupe #ABM
• Marketing = “Army of One” thanks to
self-­service technology with Terminus
• Collaborated with sales team on ABM
and target account strategy

12. @sangramvajre @dgaugler#ABM@Terminus #ABM Superhero @JennyCoupe #ABM
Gaining ABM Clairvoyance
• Identified market verticals
• Defined top 1,000 targets accounts
• Examined CRM for contacts in target accounts
• Appended accounts with additional contact data
• Segmented data into meaningful audiences
• Expand reach into accounts through ads

13. @sangramvajre @dgaugler#ABM@Terminus #ABM Superhero
Build an ABM Bat Cave
@JennyCoupe #ABM
• Terminus was the first tool added to
MarTech stack for doing ABM at scale
• It is so important for any tool to have the
person that can do the “care and feeding”
• Integrated with Salesforce for campaign
alignment, no need to recreate campaigns

14. @sangramvajre @dgaugler#ABM@Terminus #ABM Superhero
Up, Up & Away with ABM
@JennyCoupe #ABM
• Running multiple campaigns: persona-­based,
industry-­specific, pipeline velocity, wake the dead
• Doing A/B tests, easily add/remove accounts
and switch out creative and tactics
• “MQL acceleration” tiering accounts based on
activity/persona, using Terminus to accelerate

15. @sangramvajre @dgaugler#ABM@Terminus #ABM Superhero
Show ABM Results of Steel
@JennyCoupe #ABM
• Went from delivering 40% of closed/won, marketing
sourced deals from digital to about 70%
• Decreased the sales cycle for digitally sourced deals
from 95 days to 57 days
• Marketing went from contributing to 35% of
closed/won revenue to 55% of new business
• By leveraging Terminus, witnessing faster
acceleration with accounts in opportunity stages

16. @sangramvajre @dgaugler#ABM@Terminus #ABM Superhero @JennyCoupe #ABM
ABM Campaign Example
Combination of direct product offers + personalized content

17. JENNY COUPE
@JennyCoupe

19. Target best-
fit accounts
Easiest and fastest way to do ABM at scale
Engage more
stakeholders
Accelerate
marketing &
sales pipeline
@TonniBennett #ABM

20. Difficult to reach entire buying committee
#ABM Superhero @TonniBennett #ABM

21. Proactively engage all key stakeholders with Terminus
@TonniBennett #ABM

22. @sangramvajre @dgaugler#ABM@Terminus@TonniBennett #ABM
Terminus Platform

23. B U Y E R ’ S J O U R N E Y
Demand Gen Pipeline Velocity
Stages
Prospect Opportunity Customer Adoption Upsell/Cross-Sell Land & Expand
“Always On”
Air Cover
Goal Leads to Qualified
Accounts
MQA to Opportunity Opportunity to
Customers
Customers to
Advocates
Winning New
Business
Winning More
Business
Keeping Top of
Mind
Strategies • Events/Webinars
• Campaigns
• Inbound
• Outbound
• MQA to SQA
• SQA to Opportunity
• Lost/Dead to
Opportunity
• New Opportunity to
Evaluation
• Evaluation to
Negotiation/Review
• Negotiation
to Closed-Won
• Workshops &
Training
• Webinars/Events
• Customer Reviews
• New Product
• Features
• Upgrades
• Outbound
• New Departments
• Personalized
Messaging
• Outbound
• Partners
• Analysts
• Influencers
• Investors
Recommended
Content
• Blog Post
• eBook
• Infographic
• Whitepaper
• Video Testimonial
• Case Studies
• Webinar
• Video Testimonial
• Case Study
• “How To” Content
• ROI
• Competitive Analysis
• Implementation
Guide
• Tutorials
• “How To” Resources
• Product Webinar
• Case Study
• ROI
• Case Study
• ROI
• Video Testimonial
• Quarterly
Reports
• Thought
Leadership
• Newsletters
Stakeholders Marketing, CMO,
Demand Generation
Marketing, Sales, Sales
Development
Marketing, Sales, Sales
Development, CMO,
CSO
Marketing, Customer
Success
Marketing, Customer
Success, Sales
Marketing, Customer
Success, Sales
CEO, CMO, CSO
ABM Success
Measure
Increase In:
MQLs
Contact Activities
Audience
↑Executive
Awareness
Number of Appts.
Increase In:
Opportunities
Engagement in
Accounts
Marketing-Sourced
Pipeline
Pipeline Velocity
Increase In:
Closed/Won Deals
↑Engagement in
Opportunities
Sales Velocity
Deal size
New logos
Increase In:
Usage
Retention
Churn
Increase In:
New Business
Deal Size
Revenue per Acct
↑Engagement in
Accounts
Increase In:
New Business
Deal Size
Current Customer
Revenue
Engagement in
Accounts
Increase In:
Awareness
(more
impressions)
Engagement
(traffic to site)
The Account-Based Marketing
F R A M E W O R K
C U S T O M E R ’ S J O U R N E Y
@sangramvajre @dgaugler#ABM@TonniBennett @JennyCoupe @SangramVajre #ABM

24. Terminus ABM Stack Grader
terminus.com/abm-stack
@TonniBennett @JennyCoupe @SangramVajre #ABM

25. Download full Blueprint to ABM ebook
60+
pages of
content, 10
worksheets
bit.ly/abm_blueprint
@TonniBennett @JennyCoupe @SangramVajre #ABM

26. Questions? Tweet to us!
@tonnibennett @jennycoupe @sangramvajre #ABM@Terminus #ABM
SANGRAM VAJRE
Co-Founder and
CMO at Terminus
@SangramVajre
TONNI BENNETT
VP, Sales
Terminus
@TonniBennett
JENNY COUPE
VP, Customer Acquisition
SOASTA
@JennyCoupe
For more info, visit www.Terminus.com