Tonni Bennett and Stephanie Kelly presented "Expanding Your Reach in Target Accounts" at the #RevenueSummit San Francisco 2017 conference

1. Expanding Your Reach
in Target Accounts
#RevSummit17 | March 7, 2017

2. Introduction
TONNI BENNETT
VP of Sales at Terminus
@TonniBennett
@sangramvajre#FlipMyFunnel @SangramVajre
STEPHANIE KELLY
Director of Marketing
Operations at Terminus
@stephpatl

3. 7 Account-Based Marketing Strategies
Terminus is for all 4 types of ABM
Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage
ABM Strategy
(1:1, ABM Lite,
Programmatic)
Lead-Based
Strategy
(Bolt-On ABM)
Demand Gen Sales Pipeline Customer Marketing
Pre-
targeting
Renewal
& Upsell
Pipeline
Acceleration
Wake the
Dead
Account
Nurture
Lead-to-
Account
Nurture
Land &
Expand
X

4. The importance of reaching more
of the buying committee
Prospects
We found that SDRs
set more meetings
when they reached
out to multiple
stakeholders in
an account.
Opportunities
We found that AEs
had a higher win rate
when we were multi-
threaded in the
account.
Customers
We found that
customers are more
successful when
CSMs include and
engage multiple
stakeholders in the
account.

5. Demand Generation
Sales + Marketing
= Smarketing

6. EXAMPLE
The Sales & Marketing Terminus 500 Cadence
Pre-cadence: Terminus Ads
During cadence: LinkedIn and
Facebook retargeting to known
contacts
After 1st 8 days: Direct mail to
unresponsive accounts
Day 1: Personalized
video email
Day 2: Email
Day 2: Call, LVM
Day 4: LinkedIn
(Attempt to connect)
Day 6: Inmail
Day 7: Video email
(Sangram)
Day 8: Call, no VM
Day 8: Direct mail
Day 13: Call, LVM
about the package
Day 13: Email about
the package
Day 15: Video Email
Day 16: Call, no VM
Day 20: Breakup video
email
MARKETING TOUCH POINTS SALES TOUCH POINTS

7. Demand Generation
Personalized Video Emails
Terminus Ads
Direct Mail

8. Sales Pipeline
• Mail copies of ABM for Dummies to accounts
that complete a 2nd call
• Leverage proactive Terminus ads to reach the
entire buying committee
• Reach specific contacts with targeted Twitter
and LinkedIn ads
• Send occasional marketing emails
• Create content and thought leadership on
ABM and Terminus to educate buyers
• Research the account and the stakeholders
involved
• Ask to involve other stakeholders
• Give a compelling reason for including others
on the next call
• Leverage executives to entice the right people
to join a call
• Use video to speak to those not attending
• Create a detailed use case for your champion
to sell internally
SALES MARKETING

10. Sales Pipeline

11. Customer Marketing
Research shows that 85% of companies believe that
ABM provides significant benefits
for retaining and expanding current client relationships

12. Customer Marketing

13. 7 Account-Based Marketing Strategies
Terminus is for all 4 types of ABM
Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage
ABM Strategy
(1:1, ABM Lite,
Programmatic)
Lead-Based
Strategy
(Bolt-On ABM)
Demand Gen Sales Pipeline Customer Marketing
Pre-
targeting
Renewal
& Upsell
Pipeline
Acceleration
Wake the
Dead
Account
Nurture
Lead-to-
Account
Nurture
Land &
Expand
X