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ABM Strategies

7 Account-Based Marketing Strategies Every Marketer Must Master

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Page 1: 7 Account-Based Marketing Strategies Every Marketer Must Master

ABM Strategies

Page 2: 7 Account-Based Marketing Strategies Every Marketer Must Master

4 Types ofABM1:1 ABM ABM Lite

Programmatic ABM Bolt-on

ABM

Add expanded reach to entire account to supplement lead-based nurture.

ABM-inspired tactics across 100s or even 1,000s of identified accounts.

Accounts share similar business attributes, challenges, and initiatives.

For high-value, strategic accounts. Highly personalized.

Higher Value Lower Value

1-10 accounts 10-100 accounts

100-1000 accounts

ABM

@terminus #ABM #FlipMyFunnel

Page 3: 7 Account-Based Marketing Strategies Every Marketer Must Master

7 ABM Strategies Every Marketer Must Master

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

@terminus #ABM #FlipMyFunnel

Page 4: 7 Account-Based Marketing Strategies Every Marketer Must Master

PURPOSEGenerate awareness with cold / net-new

accounts to improve outcomes for outbound

campaigns

TACTICSTerminus

campaignsSDR cadences

Email campaigns Direct mail

Events

BENEFITSImproved

engagement rates, account penetration, and MQAs created

KPIs

Pre-TargetingABM Strategy + Terminus

Demand Gen

@terminus #ABM #FlipMyFunnel

# of meetings set % of accounts that show engagement

# of target accounts that attend an event

or webinar

Page 5: 7 Account-Based Marketing Strategies Every Marketer Must Master

PURPOSEEngage 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

KPIsLead-to-opportunity

conversion rateMQA-to-opportunity

conversion ratePipeline created

@terminus #ABM #FlipMyFunnel

Account NurtureABM Strategy + Terminus

Demand Gen

BENEFITSTACTICS

Page 6: 7 Account-Based Marketing Strategies Every Marketer Must Master

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

@terminus #ABM #FlipMyFunnel

PURPOSE KPIsLead-to-opportunity

conversion ratePipeline created

BENEFITSTACTICS

Page 7: 7 Account-Based Marketing Strategies Every Marketer Must Master

PURPOSEEngage wider audience of

stakeholders during sales process to increase pipeline

velocity and win rates

Terminus campaigns

Sales person engagement

Field marketing activitiesEvents

Shorten sales cycle, accelerate opp

progression, and increase closed/won

rates

KPIsWin rates

Opportunity stage conversion

Sales cycle lengthRevenue

#ABM #FlipMyFunnel

Pipeline Acceleration

ABM Strategy + Terminus

Sales Pipeline

@terminus #ABM #FlipMyFunnel

BENEFITSTACTICS

Page 8: 7 Account-Based Marketing Strategies Every Marketer Must Master

PURPOSEGenerate pipeline by

re-engaging opportunities that

have been closed out in the sales pipeline

Terminus campaigns

Sales person engagement

Events Direct mailWebinars

Email nurture

Revives lost pipeline which has a higher propensity to buy

KPIsPipeline generated

Win ratesRevenue

Wake the DeadABM Strategy + Terminus

Sales Pipeline

@terminus #ABM #FlipMyFunnel

BENEFITSTACTICS

Page 9: 7 Account-Based Marketing Strategies Every Marketer Must Master

Engage other divisions or business units within an account

Terminus campaigns

Sales outreach Account

management Email campaigns

Direct mailCase study

Increase revenue in existing accounts by

targeting other divisions with customized messaging

Land & ExpandABM Strategy + Terminus

Customer Marketing

@terminus #ABM #FlipMyFunnel

PURPOSE KPIsNew revenue

% of new revenue influencedChurn rate

BENEFITSTACTICS

Page 10: 7 Account-Based Marketing Strategies Every Marketer Must Master

Renewal & UpsellABM Strategy + Terminus

Customer Marketing

@terminus #ABM #FlipMyFunnel

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 KPIsNew revenue

% of new revenue influencedChurn rate

BENEFITSTACTICS

Page 11: 7 Account-Based Marketing Strategies Every Marketer Must Master

@terminus #ABM #FlipMyFunnel

Page 12: 7 Account-Based Marketing Strategies Every Marketer Must Master