Expanding Your Reach in Target Accounts

#RevSummit17 | March 7, 2017

Introduction

TONNI BENNETTVP of Sales at Terminus

@TonniBennett

@sangramvajre#FlipMyFunnel @SangramVajre

STEPHANIE KELLYDirector of Marketing

Operations at Terminus

@stephpatl

7 Account-Based Marketing Strategies

The importance of reaching more of the buying committee

Prospects

We found that SDRs set more meetings when they reached

out to multiple stakeholders in

an account.

Opportunities

We found that AEs had a higher win rate when we were multi-

threaded in the account.

Customers

We found that customers are more

successful when CSMs include and engage multiple

stakeholders in the account.

Demand Generation

Sales + Marketing= Smarketing

EXAMPLE

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 emailDay 2: Email Day 2: Call, LVMDay 4: LinkedIn (Attempt to connect)Day 6: InmailDay 7: Video email (Sangram)Day 8: Call, no VM

Day 8: Direct mailDay 13: Call, LVM about the packageDay 13: Email about the packageDay 15: Video Email Day 16: Call, no VMDay 20: Breakup video email

MARKETING TOUCH POINTS SALES TOUCH POINTS

Demand GenerationPersonalized Video Emails

Terminus Ads

Direct Mail

Sales Pipeline

• Mail copies of ABM for Dummies to accounts that complete a 2nd call

• Leverage proactive Terminus ads to reach the entire buying committee

• Reach specific contacts with targeted Twitter and LinkedIn ads

• Send occasional marketing emails• Create content and thought leadership on

ABM and Terminus to educate buyers

• Research the account and the stakeholders involved

• Ask to involve other stakeholders• Give a compelling reason for including others

on the next call• Leverage executives to entice the right

people to join a call• Use video to speak to those not attending• Create a detailed use case for your champion

to sell internally

SALES MARKETING

Sales Pipeline

Customer Marketing

Research shows that 85% of companies believe that 

ABM provides significant benefits for retaining and expanding current client relationships

Customer Marketing

7 Account-Based Marketing Strategies