This webinar was presented by Krystan Reach, director of partnerships at DiscoverOrg, and Torrey Dye, director of ABM at Terminus. View the recording at http://bit.ly/2NSmShU

1. How to Target the
Best Accounts for
Your ABM Programs
Live Broadcast: October 18th, 2018

2. INTRODUCTION
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Krystan Resch
Director of Partnerships, DiscoverOrg
Krystan is DiscoverOrg’s Director of
Partnerships and has served in roles
across the organization in Sales,
Customer Success, Learning and
Development and Marketing.
@krystanresch @torreydye #ABM

3. INTRODUCTION
How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Torrey Dye
Director of ABM, Terminus
Torrey is the Director of ABM at
Terminus, focusing on scaling
account-based programs to create
more opportunities and increase
pipeline velocity.
@krystanresch @torreydye #ABM

4. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Agenda
1
2
3
4
5
Intros
360-degree View
Data Strategy
Key Takeaways
6 Q&A
@krystanresch @torreydye #ABM
Welcome

5. DECK TITLE | @krystanresch
@torreydye #ABM
360-degree View
Firmographics, Intent, and Engagement
1

6. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
What do we mean by
360-degree view of
accounts?
@krystanresch @torreydye #ABM

7. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
How quickly can you answer:
● A sales development rep asking you which account they should
prioritize next?
● An account executive asking which accounts they should stop
focusing on?
● What are the top 100 accounts for a mid-quarter high-touch
campaign?
● How successful your account-based programs are?
@krystanresch @torreydye #ABM

8. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Fragmented Tools & Data
@krystanresch @torreydye #ABM
Spreadsheets
Marketing Automation
Salesforce
DiscoverOrg Bombora
Everstring

9. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
360-Degree View
@krystanresch @torreydye #ABM

10. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Account List Challenges
Account list management is:
● Manual
● Labor intensive
● Time consuming
@krystanresch @torreydye #ABM
Account lists are:
● Quickly outdated
● Difficult to re-prioritize & refresh
● Hard to track & measure

11. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
What Makes a Good View of Accounts?
● Account-level fit
● Intent signals
● Engagement insights
● Opportunity data
● Contact data
@krystanresch @torreydye #ABM

12. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
If it's not in Salesforce, it doesn’t exist
@krystanresch @torreydye #ABM

13. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Account List Measurement
It needs to be easier to measure:
● Individual accounts
● Tiers & segments
● Account-based programs
@krystanresch @torreydye #ABM

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@torreydye #ABM
Data Strategy
Is your data up to the challenge?
2

15. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Organizational
Structures
Understanding the Sphere of
Influence
• Who influences each other’s decisions?
• Which teams would be involved with
your solution?
• Which teams would be involved with
your solution?
@krystanresch @torreydye #ABM

16. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Your success is only as good as the quality of
your data
Of a sales rep’s day
is spent in
non-selling
activities (such as
data entry and
prospect research)
Gartner
Of Sales Executives
feel their sales reps
are challenged by
the time it takes to
research prospects
CSO Insights
Of the data in
your database
decays each year
Informatica
The cost of one
bad record in
your MAT or
CRM
Eloqua
@krystanresch @torreydye
$1130+%82%2/3

17. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Standardize Your Data to Increase Revenue
Map data points directly
into Salesforce to clean
existing records and
attach a DiscoverOrg ID
that will maintain the
record over its lifetime.
66% increase in revenue organizations could see as a result of
strong data quality standards - Sirius Decisions

18. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Timing is Everything
• Past, Present, & Future
• Projects, funding, hiring,
and business initiatives
• Customize to your target
accounts

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@torreydye #ABM
Key Takeaways
Action items and food for thought
3

20. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
More Data Points Create...
Stronger
Profiles
Better
Messaging
More
Relevant
Content
Higher
Engagement

21. How to Target the Best Accounts for Your ABM Programs | ©2018 Terminus Software, Inc.
Questions?
@krystanresch @torreydye #ABM