Terminus Account-Based Marketing

SLCSEM – June 21, 2017
@SangramVajre @Terminus #ABM #SLCSEM

Sangram Vajre
• Head of Marketing, Pardot (now Salesforce)
• Co-founder and CMO of Terminus
• Founder of #FlipMyFunnel community
• I am now an author (by accident)
@sangramvajre
Introduction

Question?
OR
High Fives!
#ABM #FlipMyFunnel@SangramVajre @Terminus #ABM #SLCSEM

Less than 1% of leads become customers
Traditional metrics:
•Form-fills
•Conversion rate
•Leads & MQLs
•Lead score (i.e. individual engagement)
ABM metrics:
•Account engagement
•Account progression
•Account velocity
•Opportunities created
•Revenue

 Target best-fit accounts
 Engage more stakeholders
 Accelerate marketing & sales pipeline
Easiest and fastest way to do ABM at scale
Terminus | The Solution@SangramVajre @Terminus #ABM #SLCSEM

Accelerate marketing and
sales pipeline at scale
Measure with account-
based attribution
Target all key decision
makers and influences
Engage them across
all digital channels
How Terminus Works
Terminus | Current Product@SangramVajre @Terminus #ABM #SLCSEM

ABM Stack Grader
terminus.com/abm-stack
@sangramvajre @dgaugler#ABM@SangramVajre @Terminus #ABM #SLCSEM

@terminus
TERMINUS 500
How we do it!

Terminus 500
@terminus #ABM #FlipMyFunnel
Identify – manually selected 500 accounts using
Salesforce database and Datanyze
Expanded reach with Terminus and SDRs finding
contacts from LinkedIn and ZoomInfo
Engaged on Terminus ads, retargeting, SDR
cadence via Salesloft, personalized video with
Vidyard, and direct mail
Advocacy – leveraged personalized videos that
were shared throughout the office
Measure – Sales demos set, pipeline created,
pipeline conversion rate.

@terminus
Engagement
Personalized Video Emails
Terminus Ads
Direct Mail

@terminus
EXAMPLE PLAYBOOK
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

@terminus
Personalized Video Emails
Personalized video engagement

@terminus
Leverage existing engagement
opportunities

Results + Lessons Learned
• 10% conversion rate to opportunities
• 20% increase in ACV (pipeline)
• Best performing SDRs had 40%
conversion rate to opportunity
Next steps
• Align incentives for sales
• Smaller list sizes – run more tests
• Replicate and scale lessons from
best performing SDRs

ABM Playbook
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
@terminus #ABM #FlipMyFunnel@SangramVajre @Terminus #ABM #SLCSEM

@terminus
PURPOSE
Generate awareness with
cold / net-new accounts to
improve outcomes for
outbound campaigns
TACTICS
Terminus campaigns
SDR cadences
Email campaigns
Direct mail
Events
BENEFITS
Improved engagement
rates, account
penetration, and MQAs
created
KPIs
Pre-Targeting
ABM Strategy + Terminus
Demand Gen
# of meetings set
% of accounts that show
engagement
# of target accounts that
attend an event or
webinar

@terminus
What they did →
✓ Identify target accounts via Datanyze and Redbooks
✓ Expand using Terminus, then add 2-3 contacts per account via LinkedIn
✓ Engage using Terminus with SDR outreach (LinkedIn, Salesloft, Velocify)
✓ Measure: Implemented A/B tests (Half of the accounts saw Terminus ads,
half did not)
WP Engine’s Story
CASE STUDY
John Hessinger
Sr. Director,
Demand Gen &
Growth
Mike Sanchez
Sr. Director,
Acquisition Sales
@mikeasanchez

@terminus
Results→
✓ Engaged 93% of accounts on target list
✓ 59% increase in email open rates (from 27% to 43%)
✓ 29% increase in reply rates (from 4.9% to 6.3%)
✓ 28% increase in opportunities generated
✓ Higher quality meetings and sales kept hearing “We see you everywhere!”
WP Engine’s Story
CASE STUDY

@terminus
PURPOSE
Engage key stakeholders
throughout account to
increase conversion to
sales pipeline
Terminus campaigns
Email campaigns
Webinars
Direct mail
Events
Retargeting
Increased engagement
throughout entire
account and accelerated
pipeline conversion
KPIs
Lead-to-opportunity
conversion rate
MQA-to-opportunity
conversion rate
Pipeline created
Account Nurture
Demand Gen
BENEFITSTACTICS

@terminus
Invoca’s Story
What they did →
✓ Ran campaigns on accounts they had initial
engagement with. The goal was creating new
opportunities
✓ Segment campaigns by industry with industry
specific messaging
✓ Measure: Compared opportunities created
within ABM accounts to opportunities created
in non ABM accounts
CASE STUDY
JULIA STEAD
Sr. Director of Demand
Generation at Invoca
TIER
3
TIER
2
TIER
1
10-20 Focus
Accounts / Rep

@terminus
Invoca’s Story
What they did →
Rolled out ‘omnichannel nurturing’, a consistent set of messages across all channels, that
progress them through their path to purchase.
CASE STUDY
JULIA STEAD
Sr. Director of Demand
Generation at Invoca
Direct Mail Email Display SDR outbound

@terminus
Invoca’s Story
Results→
✓ 200% increase in the number of opportunities created
✓ Generated 2x more pipeline
✓ 26x ROI which validated their ABM program (Terminus + PFL)
CASE STUDY

@terminus
Deliver message beyond
the individual lead
and engage more
stakeholders in the
account
Terminus campaigns
Lead-based email
nurture
Retargeting
Expands reach of
nurture to include other
key stakeholders
Increased likelihood of
converting to opportunity
Lead-to-Account Nurture
(Bolt-On ABM)
Lead Based Strategy + Terminus
Demand Gen
PURPOSE KPIs
Lead-to-opportunity
conversion rate
Pipeline created
BENEFITSTACTICS

@terminus
Highspot’s Story
What they did →
✓ When leads come into Marketo, the lead is
routed to an account with Full Circle
✓ The account is added to an awareness
campaign
✓ The account is scored A, B, C.
✓ ADRs work top accounts while Terminus
reaches rest of the account
✓ Lower accounts are added to nurture with
Marketo and Terminus until they reach a
better score
CASE STUDY

@terminus
Highspot’s Story
Results →
✓ Ran campaigns on accounts they had initial
engagement with. The goal was creating new
opportunities
✓ Early results show +30% lift in opportunities created
with Terminus ads
✓ Measure: Compared opportunities created within ABM
accounts to opportunities created in non ABM accounts
CASE STUDY

@terminus
PURPOSE
Engage wider audience of
stakeholders during sales
process to increase
pipeline velocity and win
rates
Terminus campaigns
Sales person
engagement
Field marketing
activities
Events
Shorten sales cycle,
accelerate opp
progression, and
increase closed/won
rates
KPIs
Win rates
Opportunity stage
conversion
Sales cycle length
Revenue
#ABM #FlipMyFunnel
Pipeline Acceleration
Sales Pipeline
BENEFITSTACTICS

@terminus
Support.com’s Story
What they did →
✓ Launched Terminus campaign focused on 25 telecommunications companies
✓ Initial Goal: Which of those accounts engaged with content?
✓ Tracked engaged accounts to prioritize for sales team for laser-focus
✓ Measured opportunities created
CASE STUDY

@terminus
Support.com’s Story
Results→
✓ 3 opportunities created with value of $250,000 within 60 days
✓ Closed a deal from ABM campaign in 3 weeks (typical sales cycle is 6-24 months)
✓ 12 months after beginning ABM, 50% marketing influenced (previously, 100% of funnel
was sales/outbound)
CASE STUDY

@terminus
PURPOSE
Generate pipeline by
re-engaging opportunities
that have been closed out
in the sales pipeline
Terminus campaigns
Sales person
engagement
Events
Direct mail
Webinars
Email nurture
Revives lost pipeline
which has a higher
propensity to buy
KPIs
Pipeline generated
Win rates
Revenue
Wake the Dead
Sales Pipeline
BENEFITSTACTICS

@terminus
Vidyard’s Story
What they did →
✓ Used Terminus to target their “Closed-Lost” opportunities
✓ Content mapping: case study
✓ Goal: Re-awaken the dead opportunities and engage with known and unknown contacts
to re-engage
✓ Measure: How many dead opportunities came back to life? And how long did it take to
get back into conversation with them?
CASE STUDY

@terminus
Vidyard’s Story
Results→
✓ Revived over 35 different opportunities worth millions in pipeline
✓ Saw these opportunities come back to life after 30-60 days of being
in a Terminus campaign
CASE STUDY

@terminus
Engage other divisions or
business units within an
account
Terminus campaigns
Sales outreach
Account management
Email campaigns
Direct mail
Case study
Increase revenue in
existing accounts by
targeting other divisions
with customized
messaging
Land & Expand
Customer Marketing
PURPOSE KPIs
New revenue
% of new revenue
influenced
Churn rate
BENEFITSTACTICS

@terminus
Terminus’ Story
What we’re doing→
✓ Targeting top few customers who we’d like to expand our reach within
✓ Examples: Dell and Salesforce
✓ Landing Page: Tells them more info about Terminus and gives them the option to chat
with our Strategic Success Manager
✓ Goal: New marketing departments learn about the partnership with Terminus and want
to run campaigns for their team as well
CASE STUDY

@terminus
Terminus’ Story
Early Results→
✓ High engagement within these accounts
✓ A new marketing team from Salesforce reached out to us within 2 weeks to learn more
about Terminus and could need more campaigns
CASE STUDY

@terminus
Renewal & Upsell
Customer Marketing
@terminus #ABM #SLCSEM
Engage key decision
makers beyond user in
order to increase renewal
rates and contract value
Terminus campaigns
Sales outreach
Account management
Email campaigns
Direct mail
Improved contract value
and churn rates by
engaging the entire
account prior to renewal
PURPOSE KPIs
New revenue
% of new revenue
influenced
Churn rate
BENEFITSTACTICS

@terminus
Rosetta Stone’s Story
What they did→
✓ Ran a ABM campaign for a new product launch
✓ Identified a list of customers that would be a good fit for the new product and added them to a
Terminus campaign
✓ Launched this campaign 6 months ago with the goal of new opportunities being created
✓ Surrounded account with targeted content such as case studies
CASE STUDY

@terminus
Rosetta Stone’s Story
Results→
✓ 70% increase in the number of opportunities created compared to accounts that
didn’t see Terminus ads
✓ 26% increase in web visits from accounts in Terminus campaign
@terminus #ABM #SLCSEM
CASE STUDY

DO-IT-ALL
HEROISM

The “Magic Triangle” for ABM
Sales Marketing
Ideal Customer
Targeted
Personalized
Right channels
Cohesive message
Inspiring experience

YOUR CUSTOMER WANTS
TO KNOW THAT YOU CARE...
MORE

YOU WANT YOUR
CUSTOMERS TO
THINK ABOUT YOU
WHILE IN THE
SHOWER

@terminus
IMPACT GRAPH
CUSTOMER HEROISM
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do

@terminus
My wife, Manmeet
MY IMPACT
GRAPH
WIFE HEROISM
My life long
customer!


@terminus
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Clean cars, pay the bills on
time, take kids to soccer
Try to become both Mom and Dad
on the weekends and let her have
some personal time Do dishes when she is away
Flowers on a Wed
Asking her, “What do you want for
Christmas or birthday?”
MY IMPACT
GRAPH
WIFE HEROISM

@terminus
YOUR IMPACT GRAPH
CUSTOMER HEROISM
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Email newsletter
Nurture Programs
Blog and website updates
Analyst recommendations
In-person events
Industry or persona-based webinar
Account-based
advertising/messaging
or LinkedIn Ads

@terminus
Create your own IMPACT GRAPH
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do

@terminus
Create your own IMPACT GRAPH
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
What if you
focused all your
efforts here?
What if you stopped
doing everything
here?

Q & A!

Download full Blueprint to ABM ebook
60+
pages of
content, 10
worksheets
bit.ly/abm_blueprint
@sangramvajre @dgaugler#ABM@SangramVajre @Terminus #ABM #SLCSEM

Terminus Account-Based Marketing

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