Presented by Jeff Marcoux, VP of Product Strategy & Marketing at TTEC, and Sangram Vajre, Chief Evangelist & Co-Founder of Terminus, at SiriusDecisions Summit 2018

1. ©2017 TeleTech. Confidential and Proprietary.1
Lifecycle Account-Based
Execution
Jeff Marcoux
TERMINUS CASE STUDY

2. ©2017 TeleTech. Confidential and Proprietary.2
SANGRAM VAJRE
Co-Founder & Chief Evangelist at Terminus
@sangramvajre

3. PRIVATE AND CONFIDENTIAL | ©2018 Terminus Software, Inc.
Terminus Helps Marketers Execute and Measure ABM
Terminus ABM Platform
BrightFunnel Revenue
Intelligence Suite
– Account-Based Advertising
– Digital Advertising Orchestration
– Account-Based Web Analytics
– ABM Analytics & Reports
– B2B Marketing Analytics & Attribution
– Account Insights & Prioritization
– Revenue Funnel Analysis
FORRESTER ABM WAVE 2018@jeffmarcoux @ttec_com @Terminus

4. Target Best-Fit Accounts
Engage More Stakeholders
Deliver the Right Message
Drive Demand
& Accelerate
Pipeline
with the Terminus
ABM Platform
@jeffmarcoux @ttec_com @Terminus
ACCOUNT-BASED ADVERTISING

5. PRIVATE AND CONFIDENTIAL | ©2018 Terminus Software, Inc.
ACCOUNT-BASED WEB ANALYTICS
Visualize and track
web engagement from
target accounts
@jeffmarcoux @ttec_com @Terminus

6. PRIVATE AND CONFIDENTIAL | ©2018 Terminus Software, Inc.
Activate Sales
on Accounts
Most Likely
to Buy
@jeffmarcoux @ttec_com @Terminus

7. PRIVATE AND CONFIDENTIAL | ©2018 Terminus Software, Inc.
Orchestrate
Multichannel
Digital Advertising
LINKEDIN SPONSORED CONTENT
+ DISPLAY ADVERTISING
@jeffmarcoux @ttec_com @Terminus

8. ©2017 TeleTech. Confidential and Proprietary.8
TTEC Results with Terminus
366%
Increase in
Opportunity
Creation Rate
@jeffmarcoux @ttec_com @Terminus
700%
More Account
Engagement
2X
Better Click-
Through Rate

9. Jeff Marcoux
• Former CMO Lead, WW Enterprise Microsoft
• VP Product Strategy & Marketing, TTEC
• Marketing Professor
• UC Irvine
• Oregon State University
• Industry Speaker: SXSW, B2BMX,
SiriusDecisions, Microsoft, Drive
@jeffmarcoux @ttec_com @Terminus

10. ©2017 TeleTech. Confidential and Proprietary.10
Introduction to TTEC

11. ©2017 TeleTech. Confidential and Proprietary.11
“The last best experience that anyone has
anywhere, becomes the minimum expectation
for the experience they want everywhere.”
IBM’s Bridget van Kranlinge

12. 12
Life in 2007 was simpler…
Food
Entertainm
ent
Communication
Health & Wellness
Home
Apparel
Travel
Transportation
FinancialServices
©2018 TTEC. Confidential and Proprietary
@jeffmarcoux @ttec_com @Terminus

13. 13
Food
Entertainm
ent
Communication
Health & Wellness
Home
Apparel
Travel
Transportation
FinancialServices
©2018 TTEC. Confidential and Proprietary
Life in 2018
@jeffmarcoux @ttec_com @Terminus

14. New technologies are
creating smarter and
more engaging
experiences for
customers.
Today’s customers want
to engage with
businesses in a
personalized and
contextual way.
Customers will abandon
a brand in favor of one
with a better customer
experience.
@jeffmarcoux @ttec_com @Terminus

15. Raising the bar on customer experience
©2018 TTEC. Confidential and Proprietary15 @jeffmarcoux @ttec_com @Terminus

16. ©2017 TeleTech. Confidential and Proprietary.16
“By 2020, customer experience
will overtake price and product as
the key brand differentiator.”
- Customer 2020 Report
80% of buyers said that the most
significant driver during provider
selection was either direct or
indirect customer experience.
- SiriusDecisions, 2017
@jeffmarcoux @ttec_com @Terminus

17. ©2017 TeleTech. Confidential and Proprietary.17
The CX Imperative
Nearly half reported leaving a
business due to inadequate
service in the last year
63% cited improving
customer experience as
the top priority of CMOs
49% 63%
Forrester, 2017
@jeffmarcoux @ttec_com @Terminus

18. Using AI to Stay Ahead
18 ©2018 TTEC. Confidential and Proprietary@jeffmarcoux @ttec_com @Terminus

19. TTEC Digital TTEC Engage
+
Humanify™ Technology Platforms
Humanify™ Insights Platform
Humanify™ Unified Methodology
CX
Consulting
Technology Care Growth Trust +
Safety
We’ve built our business with CX at the core
19
@jeffmarcoux @ttec_com @Terminus

20. Martech
Stack
20 @jeffmarcoux @ttec_com @Terminus
estr
Productivity
Foundation
Fit
Interest
Engage
Direct Mail
Measure
Humanify Operations
Platform
Humanify Insights
Platform
Strategy
@jeffmarcoux @ttec_com @Terminus

21. ©2017 TeleTech. Confidential and Proprietary.21
Technology Process Culture
@jeffmarcoux @ttec_com @Terminus

22. ©2017 TeleTech. Confidential and Proprietary.22
TTEC’s Approach to ABM:
Lifecycle Account-Based
Execution

23. #FlipMyFunnel
Model for ABM
@sangramvajre
What is Account-Based Marketing?
#ABM #SDSummit
@jeffmarcoux @ttec_com @Terminus

24. 24
Demand ExpansionPipeline Acceleration Loyalty & Retention
Executing Lifecycle Account-Based Marketing
@jeffmarcoux @ttec_com @Terminus
ENGAGE
FIT

25. ©2017 TeleTech. Confidential and Proprietary.25
How TTEC Operationalized
Lifecycle ABM

26. Aligned Marketing and Sales Execution at Every Stage of
Customer Lifecycle
@jeffmarcoux @ttec_com @Terminus
Lifecycle
ABM
3
4
2
5
1IDENTIFY
ENGAGE
PRIORITIZE
ACTIVATE
ACCELERATE

27. Identified Best-Fit Accounts & Segmented into 7 Verticals
VERTICALS
@jeffmarcoux @ttec_com @Terminus
Technology
Financial
Services
Healthcare
FIT SCORE
+ more…

28. Efficiently Created Engagement with Account-Based
Advertising Using the Terminus ABM Platform
ü 0.19% CTR
ü 3X industry average
@jeffmarcoux @ttec_com @Terminus
Technology Vertical

29. Developed Tailored, Rich Online Experiences to Maximize
Account Engagement
ü 0.1% CTR
@jeffmarcoux @ttec_com @Terminus
Healthcare Vertical

30. Utilized Account Engagement Data to Activate & Prioritize
Sales Outreach
Accounts served more than 1,000 ad
impressions resulted in…
• 533% more web visits
• 700% more unique visitors
• 400% more page views
than an account that saw
fewer than 1,000 ad impressions
@jeffmarcoux @ttec_com @Terminus

31. Marketing Should Drive Engagement During Every Stage
of the Sales Pipeline
@jeffmarcoux @ttec_com @Terminus

32. Accelerated Pipeline with Account-Based Advertising and
Executive Events
@jeffmarcoux @ttec_com @Terminus

33. Lifecycle ABM Drives Real Business Outcomes
70% increase
in opportunity creation
rate when accounts see
1,000+ ad impressions
366% increase
in opportunity creation rate
when an account clicks on
at least one ad
@jeffmarcoux @ttec_com @Terminus

34. ©2017 TeleTech. Confidential and Proprietary.34
Lessons Learned
Segment accounts
and align message
Less is more. Smaller
segments allow for more
tailored messaging that
drive better results.
About 60-120 accounts
in each vertical segment
is about right.
Run plays at every
stage of the
customer lifecycle
This means partnering
with sales, customer
success, and customer
marketing to maximize the
value to the business.
Different approach to
measuring success
Measure engagement and
business outcomes, not
vanity metrics and leads.
Engagement is the leading
indicator of success and the
key data point to activate
the sales team.
@jeffmarcoux @ttec_com @Terminus

35. ©2017 TeleTech. Confidential and Proprietary.35
What’s Next for the TTEC Lifecycle ABM Program
Complete Lifecycle – Customer marketing and more pipeline
acceleration campaigns
Launch LinkedIn Sponsored Content – Use the new Terminus
integration to run campaigns to target accounts
Add Intent Data – Identify and prioritize accounts most likely to buy
through Terminus’ integration with Bombora
@jeffmarcoux @ttec_com @Terminus

36. @jeffmarcoux @ttec_com @Terminus
WIN A TRIP
FOR TWO!!!
$5000 Travel Voucher

37. Jeff Marcoux, VP Product Strategy & Marketing
Jeff.Marcoux@ttec.com
Linkedin.com/in/Jeffmarcoux
@jeffmarcoux
Connect & Follow Up
@jeffmarcoux @ttec_com @Terminus