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Terminus on ABM
Stephanie Kelly, Director of Marketing Ops at Terminus
Terminus Framework: 5 – 10 Campaigns
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 Accelerati
on
Wake the
Dead
AccountNurture
Lead-to-Account Nurture
Land & ExpandX
Demand Generation
SDR-Led ABM Campaigns -> Pre-targeting ~ 60% of pipelineInbound -> Lead-to-account nurture ~ 20% pipelineABM for Events -> Pre-targeting + nurture ~ 20% of pipelineNet New Interest
Buying Stage
ABM Strategy
(1:1, ABM Lite, Programmatic)
Lead-Based
Strategy(Bolt-On ABM)
Demand Gen
Pre-targeting
AccountNurture
Lead-to-Account NurtureX
Demand Generation – ABM Technology Stack
Demand Generation – SDR-Led ABM• Set ICP and Goal • Identify target accounts – Sales & Marketing
Alignment• Expand – Terminus ads launch, SDRs build out account • Engage – SDR outreach (call, email, social), Terminus
Ads (Cadences personalized by persona), limited Retargeting
• Advocate – SDRs seek referral within target accounts• Measure – Qualified Demos / Opportunities Created /
Terminus Progressed Accounts
Demand Generation – Improving Creatives
Demand Generation – Inbound
Inbound SDR scrub account for ICP match
Account created
Tracking – Conversion
to Opp after
download
Engage • Terminus ads to reach the
entire account • SDR launches cadence personalized
to content download
Build out account profileSTART
Demand Generation – Inbound
Demand Generation – Event
1. Identify 375 companies2. Develop message 3. Build content, email campaigns, creative,
video4. Coordinate with sales teams5. Launch campaign
• Terminus Ads• SDR Cadence #1 with video• Retargeting• SDR Cadence #2
Demand Generation – Event Results
• Identify – 375 companies• 41 companies registers 11%• Pipeline Created $498k 36%
of total event pipeline• Ad Spend $855
• “I loved your video. We passed it around the office because it was so great!” – SDR call to prospect
• SDRs reported that it was much easier to engage prospects on the phone with the video.
Quantitative Qualitative
Sales Pipeline Acceleration
Net New Interest Dead Opp
OpportunityBuying Stage
ABM Strategy
(1:1, ABM Lite, Programmatic)
Lead-Based
Strategy(Bolt-On ABM)
Sales Pipeline
Pipeline Accelerati
on
Wake the
Dead
Pipeline Acceleration – Automated Campaigns by Sales Stage
Buying stage Terminus Ads Direct Mail
Account Executive
1) Demo scheduled2) Demo completed3) Interest4) Evaluation5) Negotiation / review6) Awaiting signature
Pipeline Acceleration – Creative by Stage Campaign 1: Brand Campaign 2: Benefits Campaign 3: Results
Pipeline Acceleration - Results
improvement in win rates with companies in
Terminus campaigns in ~120 days
Love on Twitter from opportunitie
s
“I see your ads everywhere”
12%
Lessons Learned – Ads, Content, Tools and Process
Spend more time identifying the right accounts Constantly improve ads and messaging Effective, targeted content is hard Involving the whole team is critical – sales, content, creative Set clear KPIs that matter Invest time in fully learning the tools you've implemented Data is king
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