Tyler Lessard, CMO at Vidyard, and Eric Spett, CEO of Terminus, present "How to Make Your Target Accounts Love the Fact that You’re Targeting Them" at #FlipMyFunnel San Francisco

1. Eric Spett
CEO, Terminus
@EricSpett
Tyler Lessard
CMO, Vidyard
@TylerLessard

3. Account
Based
Marketing
So Good, People
Will WANT You to
Target Them

4. A bit about us…
Video marketing platform for business
Rapidly growing in a competitive B2B market
Kick-ass Revenue Marketing team
Rockin’ Sales and SDR team*
*Vidyard is an active practitioner of marketing and sales alignment. Results discussed during
this presentation may not be achievable by those not adhering to similar practices.

5. Back
in 2012
ü Inbound marketing and Content Syndication
ü List buying and email marketing
ü Events and conferences
ü Google adwords and display ads
ü Lead scoring and nurturing based on activity

6. ü High volume of leads and MQLs!!
Such poor conversion rates
and lack of efficiency… L
Less than 40% MQL-to-SAL rate
#1 Reason for rejection:
Company not in target market

7. From Leads to
Target Accounts

8. Which Accounts
are you Targeting?

9. Glad you asked,
here’s our list!

11. Key Takeaways
• Blog post referencing their brand worked well
• Offer and CTA had little contextual relevance – too forced
• Limited to retargeting and marketing to those already in the funnel
• “Orientation session” perceived as too aggressive and confusing
• Targeted accounts didn’t always fit our ideal profile, poor conversion
• Not very scalable

12. RELEVANCE
REACH
ENGAGEMENT
SCALE

13. From Target Accounts
to Propensity-to-Buy

14. Which Accounts Have the
Greatest Propensity to Buy?
Asked the Sales Team
Asked the Marketing Team
Asked the Data!!!

15. Which Accounts Have the
Greatest Propensity to Buy?
ü Company size
ü Revenue
ü Industry
ü Geography
ü etc.
ü Technologies Used
ü Services Partners
Account Attributes
Activities & Intent
ü Related jobs & hiring
ü Video “momentum”
ü Recent funding
ü Actively researching
video marketing
ü Number of engaged
leads in account
ü Previous Dead Opp’s

16. COMPANY SCORE!
ü Company size
ü Revenue
ü Industry
ü etc.
ü Technologies Used
ü Services Partners
ü Previous Dead Opp’s
Account Attributes
Activities & Intent
ü Related jobs
ü Hiring related roles
ü Video “momentum”
ü Recent funding
ü Actively researching
video marketing
ü Number of engaged
leads in account

17. Revisit the Attack Plan

18. Account Identification
Phase 1: Identification, Contact
Acquisition & Brand Awareness
Existing Contacts
Contact Acquisition
Unknown Contacts
Known Contacts
Display Advertising
COMPANY SCORE
RELEVANCE
REACH

19. Phase 1: Identification, Contact
Acquisition & Brand Awareness
RELEVANCE
REACH

20. Phase 2: Direct Engagement
and Targeted Nurturing
RELEVANCE
ENGAGEMENT

21. Phase 2: Direct Engagement
and Targeted Nurturing
RELEVANCE
ENGAGEMENT

22. Phase 2: Direct Engagement
and Targeted Nurturing
RELEVANCE
ENGAGEMENT

23. Phase 3: Automate and
Orchestrate as Much as We Can!
SCALE &
EXPAND

24. Beyond Core Prospecting:
Additional Campaigns via ABM
Competitive Campaign against B--------e
Automated targeting of accounts using
competitive platform (via data in Salesforce)
28 new opportunities influenced

25. Beyond Core Prospecting:
Additional Campaigns via ABM
Drive awareness of our user conference
Automated targeting of accounts with specific
location and company score (via data in Salesforce)
26 accounts influenced to attend
14 new opportunities influenced

26. Grateful Dead Opp’s Revival campaign
Automated targeting of accounts with previous
sales Opportunities with status Closed/Lost
35 new opportunities influenced
Beyond Core Prospecting:
Additional Campaigns via ABM

27. Key Lessons Learned
• ABM is a discipline and a strategy, not a product or a role
• Relevance, Reach, Engagement, Scale
• Leverage marketing tech to identify high-propensity accounts with intent
• Create an engagement program around ABM, not a sales program
• Personalize and contextualize
• Be creative in the types of campaigns, use the data you have in CRM
• Automate for scale and efficiency

28. Account
Based
Marketing
So Good, People
Will WANT You to
Target Them
And your CEO will
be happy too.