Terminus' Director of Marketing Operations, Stephanie Kelly, shares the account-based marketing programs she has developed internally at Terminus. She shares how she created an "always-on" pipeline velocity program to support the account executives as well as how she developed bespoke ABM campaigns for events and expands reach into accounts for inbound efforts.
7. 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 profile
START
9. Demand Generation – Event
1. Identify 375 companies
2. Develop message
3. Build content, email campaigns, creative, video
4. Coordinate with sales teams
5. Launch campaign
• Terminus Ads
• SDR Cadence #1 with video
• Retargeting
• SDR Cadence #2
10.
11. 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
12. Sales Pipeline Acceleration
Net New Interest Dead OppOpportunityBuying Stage
ABM Strategy
(1:1, ABM Lite,
Programmatic)
Lead-Based
Strategy
(Bolt-On ABM)
Sales Pipeline
Pipeline
Acceleration
Wake the
Dead
15. Pipeline Acceleration - Results
improvement in
win rates with
companies in
Terminus
campaigns in
~120 days
Love on
Twitter from
opportunities
“I see your ads
everywhere”
12%
16. 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
Hinweis der Redaktion
- Introduce yourself, tell story of getting hired by Sangram, had lots of experience in marketing, but was new to ABM, so I’ve had to learn a lot, I’m just like you.
- Going to share how Terminus has built an ABM program with Terminus at the center
With Terminus,
We have at least 5 campaigns always on running. We are always running a pre-targeting (which is awareness to cold accounts), lead-to-account nurture, and then 3-4 campaigns for the stage of our sales pipeline.
I’m going to share with you our always on campaigns and an example of my first highly targeted ABM campaign.
- Our SDR team plays a key role in driving pipeline for our team.
We use a variety of tools to identify accounts in our ICP and once selected, we immediately drop those accounts into a “Pre-targeting campaign”
OurSDRs then begin by completing the account profile with contacts aligned to our target personas. What’s great about Terminus is that we are able to begin getting in front of our folks at our target accounts with our message before an email goes out.
Our SDRs reach out with cadences that are personalized by persona.
KPI – Demand gen and SDRs are both held accountable for creating pipeline. We even have ”allbound” which are opportunities created from a combo of marketing and SDR efforts. We celebrate with a song that you heard walking up.
- Our SDR team plays a key role in driving pipeline for our team.
We use a variety of tools to identify accounts in our ICP and once selected, we immediately drop those accounts into a “Pre-targeting campaign”
OurSDRs then begin by completing the account profile with contacts aligned to our target personas. What’s great about Terminus is that we are able to begin getting in front of our folks at our target accounts with our message before an email goes out.
Our SDRs reach out with cadences that are personalized by persona.
KPI – Demand gen and SDRs are both held accountable for creating pipeline. We even have ”allbound” which are opportunities created from a combo of marketing and SDR efforts. We celebrate with a song that you heard walking up.
First starting running “Pre-Targeting” campaigns on Terminus, we used branded ads. Improved with a message that is aligned with what the SDRs’ message. Better engagement with this ad and heard from SDRs that people get it better.