Terminus ABM Video Overview
Need a quick intro or explanation of account based marketing? Terminus has you covered in this short 3-minute watch. Learn about the strategy and benefits of ABM, all while sharing a laugh (or two).
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In studies, video has consistently been shown to be one of the most effective styles of media. Video is engaging: It demands the viewer’s attention. And consequently, it’s a critical component to an account-based marketing strategy. ABM video can be used in a number of ways:
- Sales representatives recording themselves speaking directly to specific contacts in an account or stakeholders of a buying committee. Or some companies record personal videos for each new client as they come in, as a way of welcoming them to the family.
- Sales representatives creating customized emails and forwarding videos they feel are particularly relevant to the contact. This is still some level of personalization and can be done as a way to keep the relationship going.
- Sales representatives talking to their customers through live video chat. Live video chat is one of the most engaging ways to have a conversation, and most people are used to video chat today on a level they never have been before.
Representatives may need to get creative about live video use, but regardless, video is one of the ways that a company can immediately get someone’s attention. Not only does it help put a face to a name, and a feel to a brand, but it imparts complex information quickly.
To be truly effective, of course, ABM video has to be professional. And that’s where ABM remote marketing can become tricky. Not every sales professional is a video editor. Not every marketer is able to publish and write compelling videos. With the help of specialized marketing agencies, companies are able to develop their video marketing campaigns without having to reinvent the wheel.
Once video has been integrated into a campaign, a company will be able to see it’s benefits and calculate its ROI. From there, companies can continue to manage their marketing campaigns in the ways that are most effective, customizing their video and ensuring that it works with the rest of their branded media.
One of the first things a newly fledged ABM marketer will do is look online for more information about ABM. ABM marketing is an extraordinarily robust discipline, but also a new discipline. It’s constantly growing. Marketers are experimenting with it, finding new paths and venues, developing new tools and software, and creating systems and processes. The wealth of information available online regarding ABM can be daunting at best, confusing at worst.
As an example, ABM Industries is commonly confused with ABM marketing, because the name is so similar. A marketer might look up “ABM careers” and find that www abm com careers service workers links directly to ABM Industries, the ABM jobaline, or the ABM phone number. Likewise information about how to conduct ABM marketing at your headquarters could link to ABM headquarters or the ABM address. Hardly useful!
It makes sense that a lot of ABM searches ultimately lead to the ABM gateway or the ABM corporate office. They’ve been around much longer. But that highlights something very important about the account-based marketing industry.
ABM is not new. But as a discipline it is. In the old days, ABM was the standard. You sold products to neighbors, family, and friends. Think about an “old time” general store, servicing customers that it knew well; the proprietor would keep everything in stock for each individual customer, and would remember that Mary loved lingonberry jam, or that Tom always needed some extra butter. Then marketing became industrialized, automated, and impersonal, and quite a lot of work was done to find ways to make that impersonal marketing as effective as the original “ABM.”
Now ABM has been mostly forgotten because of those marketing automation techniques, and the NYSE ABM company is far more likely to show up in a search. Just look up ABM and you’re more likely to find an ABM W2 or the www abm com aplicacion site, even the ABM employee handbook, before you find ABM. But what that really means is that marketers engaging in ABM are at the forefront of a very important shift. Because there’s a reason that ABM used to be a staple. It’s more effective.
Of course, those who are looking for the ABM Nashville headquarters, ABM industries subsidiaries, or ABM parking Des Moines may soon be distressed to find that their searches are likely to come up with ABM marketing solutions. ABM marketing is growing rapidly precisely because it is so effective, and gone are going to be the days when ABM onsite Westfield or ABM NYC doesn’t direct to an actual marketing agency. Once companies know that ABM is effective, they aren’t going to turn back.
As for ABM, well, it’s probably not going anywhere either, just lower on the search page. By all means, ABM employee benefits, ABM security services inc, etc, all seem to be performing very well. There are many divisions: ABM California, ABM Mississippi, ABM Industries Fairbanks, ABM Lafayette, ABM Twin Falls, and ABM Connecticut. There’s an ABM parking app, ABM security jobs, ABM builders, and even an ABM building value logo. With ABM facilities solutions and ABM security services jobs available, there’s no doubt that ABM industries will continue to grow.
Since ABM is emerging as a common strategy today, there are many ABM careers also taking off. Companies want to hire experts within this space, and it can be a challenge because the industry has so rapidly grown. Many job postings now include ABM in the title, and ABM recruitment services have been introduced for those looking for employees to fill ABM jobs. If a marketer becomes interested and invested in ABM, they can use it as a major selling point on their resume.
Because many companies have limited experience with ABM, the role of many ABM jobs is to transition companies from their traditional marketing techniques to account-based marketing. This is often easier said than done, even for experts within the space.
Companies that are seeking a transition to ABM need to be guided throughout the process. They have to know exactly what the benefits would be of the changes they make, and they need to be able to bring their entire marketing team on-board. This often is a job for more than one person. ABM marketers may want to work with tools, processes, and partners who are specialized in account-based marketing to bring this to fruition.
Other companies are simply hiring for ABM jobs to fill out their existing department. Because ABM requires that there be more one-on-one contact, it also means that companies may need to bolster their existing sales department. Many companies may find that they are now spending more money on their internal sales team, but less money on other methods of marketing. ABM marketing has positive ROI specifically because it puts an emphasis on these one-on-one engagements rather than a broader focus of marketing behavior.
Marketers interested in developing their ABM careers should seek experience with existing ABM tools, as well as certifications related to ABM. Experience in customizing marketing towards customers, such as in customer relationship management solutions, is exceptionally valuable. ABM careers also involve a great deal of marketing psychology, and many soft skills such as being able to communicate effectively, listen actively, and determine what a customer needs.
Every account-based marketer is going to need the right software and tools. Apart from an ABM login, they also need the right ABM security. Security is becoming a massive focus today; an ABM solution is very likely to be integrated with customer relationship management platforms, and consequently have a large amount of personally identifiable and confidential information. Not only could the company’s marketing strategies be exposed, but the company’s clients could have their data stolen.
Before choosing a software solution, marketers should take a deep look at the security of that solution. With Terminus, customers are provided their own ABM login so they can access their account and manage their ABM strategy from anywhere with internet access. Terminus takes ABM security seriously. Using software-as-a-service presents many advantages for businesses who use it to fuel their business, but they also need to know that their software is secure. An ABM security company can help.
Marketers and clients also need to engage in basic security measures. They need to make sure their passwords are unique and complex. They should never share their passwords. They shouldn’t use unsecured WiFi connections, and they should make sure that their phone, tablet, laptop, and other devices will automatically lock when they walk away. Just as with any other platform, it’s critical that security be consistently analyzed and improved upon. The use of multi-factor authentication services can help.
Today, marketers are dealing with unprecedented access to information. They have information not only about their client demographics, but individual client interests, hobbies, and purchasing habits. the last thing a marketer ever wants is for this detailed information to be exposed. A solution such as Terminus will provide all the functionality an ABM marketer needs while still keeping their data safe from prying eyes.
What Does ABM Stand For?
What does ABM stand for, anyway? While we often just refer to “ABM,” it stands for account-based marketing. So, the term “ABM Marketing” is often a redundant one, but it’s used to denote the fact that the marketing strategy being used is “ABM.” Account-based marketing isn’t just a marketing strategy. It impacts all employees and all levels of a business. In fact, it’s really something that has to do with the way that business is conducted.
Under ABM marketing, marketing is done towards individual clients or individual accounts. ABM employees spend a lot of time getting to know their customers. Sales representatives need to know who they’re selling to, but support services also need to know who they’re supporting. The idea is to have real, detailed interactions and relationships with customers, and to customize and tailor all interactions towards them.
Sales, customer success, and even the leadership team all need to understand what ABM is. ABM allows teams to target and reach any employee within a client company; targeted ads can be launched to sales, IT, or even HR. Companies become more familiar with a brand and they feel more comfortable trusting it, because that brand is reaching out to them personally and is understanding of their needs.
What holds ABM back? Technology.
Historically, ABM was the default. And then companies needed to market to thousands of clients at once and were forced to automate. But today there’s the technology available that lets companies engage with ABM marketing on a huge, scalable, and unprecedented level.