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