Pineapple Upsell Down Cake

EXPAND INTO AN EXISTING KEY ACCOUNT ACCOUNT

WITH A NEW PRODUCT OR OFFERING.

PREP TIME:

• Research Prep:
  1-2 Weeks
• Content Development:
  1-2 Weeks
• Digital Display Campaign:
  2-4 Weeks
• Sales Engagement:
  1-2 Weeks
• Signing:
  1 Week

CHEFS

• ABM Manager
• Digital Marketer
• CSM
• Content Marketer
• Graphic Designer
• Webinar Program Manager (optional)
• Field or Event Marketing Manager (optional)

INGREDIENTS

• Personalized Messaging
• 1-to-1 Content
• Intent data
• Engagement data
• Info/product sheets

TOOLS

• Terminus Account Hub
• Sendoso
• Marketing Automation Platform / Email
• LinkedIn Sponsored Content
• LinkedIn Sales Navigator (optional)
• 3rd party engagement or intent data provider (optional)

To upsell and expand within an account, you need to research the pain points your customer is having that your additional product line or service can help solve.

Then, you need to create a comprehensive strategy to engage the entire buying committee of your account – not just the singular point of contact using your product or service on a regular basis.

To do this, we recommend leveraging the intent and engagement measurement tools in your tech stack (i.e. Terminus, your marketing automation platform, or another 3rd party data source) and good ol’ fashioned online research.

Begin this tactic 3 months before the renewal date or immediately when an engagement spike or intent surge occurs.

Phase 1: Research and Setup (1-2 Weeks)

 Step 1:

Determine the topic area that is most closely aligned with the biggest pain point (or points) your customer is having that your product or service offering can help with.

There are a few things we recommend doing immediately which can help you accomplish this.

Step 1A:

Meet with your CSM team to discuss the account trajectory and to get insights on the primary user(s), the original buying committee, new decision makers, and the industry. This can also help you understand the timeline of their renewal opportunity.

To increase renewal rates and the possibility of the upsell, it is critical at this juncture and throughout the account lifespan that you engage multiple contacts beyond the primary user to ensure that churn does not occur as a result of employee turnover.

The goal here is to engage multiple departments to see if there is a way to gain more adoption across the organization.

Your CSM should also encourage the primary user to train a subordinate or a partner, which can be positioned as a development opportunity or simply a best practice for when the main user has to go on vacation.

This will ensure the health of the account if your primary user leaves the org as there will still be an internal champion for your offering.

Step 1B:

Research the company’s website, specifically their career, news, and customer pages. This will help you see who they are hiring for (giving you insight into problems they are trying to solve), what their business goals are, and who their ideal customers are.

For example, if you sell HR solutions, you might monitor whether your customers are looking to hire a recruiting specialist which may represent an opportunity to either sell more user licenses or a recruitment service.

Once sales and marketing are aligned on your target account’s customers, you’ll be better prepared to position your offering as an effective way to sell to this audience.

Step 1C:

Have finance, sales, success, and marketing teams work together to form the first draft of the agreement to have on hand just in case the deal velocity requires it earlier in the process based on what you believe you can upsell.

Also be sure to know the limits of what you can discount or if there are add-ons you can use to sweeten the deal.

Step 2:

Set up automated ads leveraging behavioral data. Using the Terminus Bombora and G2 integration, you can set up an Intent surge alert to let you know when and which of your target accounts are researching specific topics (i.e. the pain point) or other competing products (that also address the aforementioned pain point).

Terminus allows you to launch ads automatically based on intent and engagement data from multiple vendors and, depending on your package, you might also integrate these data sources with your marketing automation platform to trigger email nurtures as well.

For example, Salesforce uses Bombora to monitor when accounts are researching topics related to CRM solutions, which lets them know which accounts are potentially in-market for a new CRM.

When they see an intent Company Surge®, they can have sales reach out with a soft touch to begin conversations. As a result, they have achieved 271% greater ROI and a 33% shorter sales cycle.

Note: You can also use this integration to monitor when accounts are at risk of churn or moving to a competitor.

 Step 3:

Set up an Engagement Spike and Account Insights within your CRM to let your CSM team know when and who from your target account is researching the product page of the offering you plan on upselling.

With Account Insights from Terminus, your CSM will be able to see both known and unknown contacts engaging with your campaigns, giving you insight into the potential size of the buying committee beyond what your CSM or sales teams may know. This information will let you know what pages are most valuable for the decision makers on your account.

Note: If you do not have Terminus, you can also set up page visit triggers within your marketing automation platform to let you know when people are visiting specific pages; however this can only be executed on the contact level – not the account level so you’ll need to assess the buying committee independent of your automation platform.

Phase 2: Content Development (1-2 Weeks)

 Step 4:

Activate your content marketing team to begin building out a custom piece of content (a blog, case study, customer webinar, or content experience from Pathfactory, Uberflip, or Folloze combining multiple content pieces) on how other companies (specifically ones using your offering) are addressing the original pain point.

Step 5:

Activate your graphic design team to begin building out display creative with messaging relating to the topic you discovered in your research or for simple brand awareness for the product line you’re trying to promote.

Phase 3: Digital Campaigns (2-4 weeks)

 Step 6:

When your research and the ad creative has been completed (let’s say three weeks later), launch a digital display campaign promoting the product line you’re trying to upsell and the pain point it solves.

In tandem, you can also launch email nurtures that are stage-based which can share thematic messaging with your display campaigns.

Step 7:

When your piece of content (or content experience) is complete, fold it into your display and email nurture campaign. You can also launch a LinkedIn Sponsored Content Campaign to your account to ensure you’re hitting them from every angle.

For example, Snowflake – the data warehouse for the cloud – uses a Terminus display campaign to drive potential customers to bespoke content experiences they make for each target account. Read the case study here >>

Phase 3: CSM and Executive Outreach (1-2 Weeks)

 Step 8:

After 2-3 weeks of running your digital display campaigns, have sales or their CSM send an email and call to schedule a demo with your target account. Because you’ve been actively warming up the entire buying committee, and not just your point of contact, you should also reach out to additional contacts at the account.

Try and engage as many people in the buying committee as possible to attend this meeting to increase your account penetration. If possible, loop in executive leadership to push the deal forward or invite your contacts to a VIP dinner or event to discuss expansion opportunities.

In your CSM emails, include a few pieces of information from your previous research in your meeting invitation.

Note: If they have already engaged with your ad campaign or content pieces, you may schedule this call immediately following their engagement. Don’t wait for them to reach out!

Step 9:

If they do not respond to your email within 2-3 days, but are still active on your site, try sending a handwritten note with printed copies of your piece of content.

Step 9A:

If you have a customer newsletter, marketing can also suppress this account from the regular newsletter send and develop a well-designed email custom for this account with targeted language about the benefits of the new offering. Marketing and sales should work in lockstep to make sure that the messaging is aligned.

Phase 4:

 Step 10:

If you’re still struggling to connect with your point of contact at your target account, try sending a door opener kit from Sendoso, based on what you understand about the organization.

This can be as simple as a bag of popcorn, or it can be a personalized gift based on what you know about them. For example, if you see they are a fan of a local sports team, try mailing them a piece of swag with that team’s label (i.e. a drink koozie, pennant, etc.)

Phase 5 – Final Week

 Step 11:

Once you have engaged in active communications with your target account and have reasonable certainty your offering is a viable solution for their pain points, send the new agreement to your internal champion.

Note: You should maintain your display campaigns until the deal has been finalized.

At this point, your entire buying committee should have seen your display campaign, custom content experience, and piece of direct mail solidifying your authority on the pain point in question.

From here, closing the deal should be a piece of cake!

Webinar Rum Cake

USE A TECHNIQUE CALLED “SCULPTING” TO DEVELOP AND

PROMOTE A WEBINAR THAT WILL PROGRESS DEALS FORWARD.

PREP TIME:

Research:
1-2 Weeks

• Content Development:
  1-2 Weeks
• Promotion:
  4 Weeks
• Follow Up:
  2 Weeks

CHEFS

• Content Marketing Manager
• Email Marketing Manager
• Sales Rep
• Speaker(s)

INGREDIENTS

• Display Ads
• Intent and Engagement Data
• Personalized invitations
• Survey research
• A/B testing

TOOLS

• GoToWebinar (or other webinar tool)
• Google Forms (or another survey platform)
• Marketing Automation Platform
• Landing Page Builder with A/B functionality
• Terminus

Like most companies, Terminus segments our account-based programs by splitting them into select cohorts in order to deliver bespoke and scalable experiences.

But lower tier doesn’t mean you have to get less custom – it means you have to be more creative with how to create cohorts based on data and find ways to create meaningful interactions at scale.

A webinar is one of the most effective and scalable channels of communication an ABM organization can produce.

Below, we describe a way to build a webinar based on intent, engagement, and survey data to target account segments. We call the technique “sculpting”.

By A/B testing and surveying targets and customers across multi-channel efforts, you can “sculpt” a webinar topic that will drive registrations and sales.

Phase 1: Webinar ideation and development (2 weeks)

 Step 1:

Create a cohort of target accounts in the Terminus Account Hub (or your CRM) by filtering those with similar intent surges from Bombora or for similar searches on G2. This might include use cases specific to your industry only possible with your offering.

Then, add a filter for a unique Engagement Model based on specific topics.

Note: This will require you to create engagement models based on subject categories you have on your blog or resource center. You can conduct a similar analysis using a combination of Google Analytics, your marketing automation platform, and separate intent packages.

If you have Account Hub you can also break up your Salesforce campaigns by content themes.

For example, if you sell healthcare software, you might select different intent topics related to this and isolate which engagement models are relevant to this unique cohort.

This will likely be a tier 2 account list of solid key accounts who do not warrant 1-to-1 programs but share similar qualities and interests.

Step 2:

Using this intent and engagement data, begin to develop a registration page for your webinar.

Create a variety of positioning statements relevant to the topics at hand which offer value to your client.

Write 1-3 headline variations based on what you believe your target account would gravitate towards, which you will use for testing.

The underlying topic of each should be the same, but the framing should be different.

For example:

• “Achieve X goal by learning about Y tactic.”
• “Reduce [industry] costs with these 5 best practices.”
• “[Industry] tips to beat your competition.”

In the subhead or body, include all three topics so that you have coverage for later so that prospects who register expecting to learn about one topic will still be satisfied.

The idea here is to “sculpt” the primary message of your webinar based on your target accounts’ demonstrated interest and the messaging which resonates most.

This may mean rebranding the webinar later to refocus on the area of greatest interest.

While the bulk of the webinar will focus on this primary topic, you are still committing to speaking to the other positioning statements, so keep that in mind.

That’s why you include each tertiary topic within the subhead – so that you are still committing to presenting information that might have attracted a prospect before your “sculpting” was complete – with the flexibility to present what will actually move the needle.

Note: This should be done 4-6 weeks before your webinar is scheduled.

Another option is to have one generic title, and get more granular with A/B variables in the subhead and body. The goal is to determine what actually matters to your webinar guests without explicitly asking them.

Intent and engagement data are your friends here.

Step 3:

Identify your speakers. These could be customers who are authorities on the subject matter in question or a product marketing manager who is a good speaker. Get their bio and headshot and ensure their availability.

Step 4:

Once the landing page has been finalized with the different headlines promoting different, but related, positioning statements, compose a simple 5 question survey which will live on the registration thank you page.

On this page, write something similar to the following: “Thank you for registering for our webinar, please complete the following survey and we’ll share the results during the webinar.”

These questions can be simply yes or no questions, or a 1-5 rating question, which you can provide to your webinar guests as an important stat.

For example, you might ask something as simple as “True/False. My healthcare management platform has laid out their product roadmap clearly.”

When you aggregate your results, you can present this information as something valuable, i.e. “86% of all healthcare software professionals* agree that their healthcare management platform has not laid out their product roadmap clearly.” ~350 survey respondents.

This is free content that positions you as a thought leader and also gives you additional insight to each account as you collect their responses. It also lets you imply the importance of a product roadmap in that particular industry.

DO: Ask questions that will provide meaningful data back to your target accounts.

DON’T: Ask questions that are obviously leading because the data will not be valuable to anyone but you.

Phase 2: Sculpting (2 weeks)

 Step 5:

Now that the first iteration of your landing page and thank you page is done, you can begin promoting via marketing email.

Email will provide the highest volume of data (if you send a mass email to a cohort of target accounts who occupy a similar space).

This channel is also the least expensive option – we’ll get to display ads later.

Use a similar approach as the landing page – determine two subject lines to test to determine what is attractive to your target accounts.

Send a mass email with your A/B test and determine what is the most popular topic and messaging strategy. They should be closely aligned to the messaging on the landing pages so that all concepts are visible and your messaging stays aligned.

Comparing both email data and landing page conversion data will give you greater insight into what is actually getting people to register.

Step 6:

Send a second batch of mass emails, suppressing any webinar registrants and refining your subject lines with slightly modified A/B positioning statements.

At this point you should have sufficient data to retire one of the positioning statements on the webinar landing page and to concept new subject lines. You can also do a quick audit of your survey responses, which might include a question like “What do you hope to learn from this webinar?” so you can build content directly tied to those responses.

Once you know exactly what your webinar attendees are responding to, you should finalize the subject matter of your webinar and finalize a title.

Step 7:

Begin crafting your deck. Now that you have a reasonable amount of data about your topic and what your accounts are looking for – start putting ideas to paper.

In the first slide, begin by describing your speakers and why they are an authority on the subject matter that is valuable.

Then, provide valuable information related to your primary topic. Begin by providing the survey responses and any insights that you were able to gather.

Then, provide any high level research that you were able to find and synthesize into a visually compelling element. Leverage 3rd party content tools like Buzzsumo or SEMrush to identify trending keywords or topic to uncover potential factoids you could include.

Try to stagger the color profile so that every time you change your slide, the visual element looks markedly different to attract their attention (while staying on brand).

Do: Include visually stimulating images.
Don’t: Read text directly from the screen. Your goal is to tell a story based on data and research in which the speakers have a clear point of view – not just list information.

Phase 3: Dry Run + Final Presentation (2 weeks)

 Step 8:

Once the deck has been drafted, begin adding talking points by working with your speakers as you go through a “dry run” of the content. Ask them to speak organically and record and transcribe the session.

Then, add the text to a script which your speakers can read along with as the presentation goes on.

Polish the script as time goes on and schedule a second or third dry run to continue to polish the content.

If possible, you should advertise that there will be a live Q&A after the webinar.

You can source the questions from the pre-webinar survey and prepare responses for your speakers so that they are ready to answer immediately in the right way.

Step 9:

Schedule a meeting to pre-record the final version of your webinar.

GoToWebinar and other tools give you the ability to add video to your presentation, which allows you to pre-record the final version and edit it to ensure a well-done presentation.

Download the video of the pre-recorded final webinar and using iMovie or another video editing solution, cut out any parts which are unnecessary or feel sloppy.

Time permitting, you can also re-record any pieces and drop it into the video recording.

Step 10:

Upload your final video to GoToWebinar and host your webinar. We recommend having the speakers available for a live Q&A which they can participate in once the video is finished.

All you need to do is stop the video and give them presenter control.

Step 11:

When the webinar is finished, include a pop-up survey for all registrants to qualify them.

This can include questions like:

• “Are you ready to talk to one of our industry experts to see how we can help your business? Y/N”
• “What did you enjoy most about this webinar?”
• “What would you like to learn about in future webinars?”

Step 12:

Surface any “hot” leads which indicate they are ready for a sales conversation by adding a note to their account record in SFDC or, if the leads were not assigned, begin assigning the “hot” leads to your best reps first and deliver the other leads after these have been followed up with. In ABM, a “hot” lead is any lead from a target account.

Setup a landing page with your recorded webinar and send your accounts any pertinent follow up information necessary along with a few more relevant pieces of content to drive further engagement.

Phase 4: Measure and Repeat (Ongoing)

 Final Steps: 

Update the landing page to say “On Demand” and remove the recording date so that you can use this as an evergreen campaign until you produce another webinar. Mark in your calendar a time a year from the date for you to determine if the content is still evergreen.

Use registration, attendance, satisfaction, and deals closed as your metrics for success and repeat!

Strawberry Surround Sound Ice Cream

CREATE AN OPPORTUNITY WITHIN A TARGET ACCOUNT BY USING

COORDINATED THEMED EFFORTS TO TIE YOUR CAMPAIGNS TOGETHER.

PREP TIME:

• Research + Setup:
  < 1 Week
• Content Development:
  2 Weeks
• Display Campaign:
  4 Weeks

CHEFS

• ABM / Digital Marketer
• SDR
• Content Marketer
• Graphic Designer

INGREDIENTS

• Direct Mail: 6 Pints of Jeni’s Ice Cream
• Personalized Messaging: 1 SDR Email Drip Sequence
• Custom Creative: 1 Set of Digital Display Ads

TOOLS

• Sendoso
• Salesloft
• Terminus
• Sigstr
• Salesforce
• LinkedIn (optional)

If you notice a target account spiking on your website, bypass their inbox altogether and get in front of them (literally) with a sweet treat they can share with their team – 6 pints of Jeni’s Ice Cream.

Setting this up is quite simple.

All you have to do is create a weekly report that lists out target accounts that spiked the week prior. Your sales team will select which of those accounts should get a direct mail touch, and you’ll enroll those accounts in a digital display campaign and direct mail campaign.

Once the direct mail lands, your SDRs will begin personalized outreach to maximize on their engagement.

Phase 1: Research and Outreach (1-2 Weeks)

Step 1:

Set up an engagement spike within Terminus to let your Sales team know when a target account is spending a meaningful amount of time on your website.

Step 1A:

Work with your Marketing Ops team to create a Salesforce report that pulls in Terminus Spike Data and includes columns that list:

• Account Name
• Account Owner
• Website Visits (30-days)
• Last Spike Date

Step 2:

Activate your graphic design team to begin building out display creative with ice-cream-related imagery and a fun tagline. This imagery will be used for display ads and, if you have Sigstr, you can include them in your email signature as well.

Step 3:

Activate your content marketing team to begin building out a custom landing page you’ll direct ads to that features the same imagery and outlines the problems your product/service can solve – bonus points if it includes ice cream puns.

Phase 2: Laying in Wait (1 Week)

Day 1, Step 4:

On a weekly basis (we recommend on Mondays), export the list of the previous week’s spike accounts and send it to your sales team with the following request:

Please review the below accounts no later than Wednesday EOD. If not submitted by Wednesday EOD, your accounts will not be included in this week’s campaign.

If you want to send an account ice cream, fill out the contact information (mailing address, email, etc.) for your POC. Include any relevant notes (i.e. if you’d like to send a personalized note with the ice cream instead of the generic messaging) 

Day 3 (or whenever your request deadline passes), Step 4A:

There are two ways to approach executing this campaign.

Option One:

Send the selected accounts 6 pints of Jeni’s ice cream with a custom note via Sendoso on Day 3. On the same day, enroll those accounts in a display ad campaign that’s personalized with ice cream imagery, a fun tagline, and their account name or logo. Make sure your sales team is set up to receive delivery updates so they can begin email/phone outreach shortly after the ice cream is delivered.

Option Two:

On Day 3, launch the display ad campaign but don’t send those accounts ice cream yet. Instead, let the ads run for two weeks before sending the ice cream. While you’re intentionally delaying the send, you’re going to promote brand awareness so that when the ice cream does arrive, your prospects are more likely to quickly recognize (and appreciate!) your brand. After all, slow and steady wins the race – and sometimes it pays to be the tortoise and not the hare.

Note: the Terminus team follows Option Two. However, if you want to capitalize on an engagement spike with more timeliness, Option One may be a better choice for you. You might also find a different timeline works for you – that’s okay, too.

Regardless of whether you’re sending ice cream out on Day 3 or 14, find out what the typical delivery timeline is for your direct mail. You don’t want to send ice cream on a Wednesday with a 3-day turnaround time, because then your prospect will show up on Monday morning to a puddle of melted ice cream. And that’s no fun at all.

Phase 3: Post-Delivery Engagement (1 Week)

Step 5:

Once the ice cream has been delivered, instruct your sales team to send an email to schedule a call with the target account.

Include a few pieces of information from your previous research.

Optional: If you use Sigstr, you can create a Salesforce campaign with all of the accounts that received ice cream. You can then set up a rule so that anytime an SDR emails someone within that account, the recipient will see a custom email signature featuring ice cream imagery.

Consider it the cherry on top of your outreach.

Step 5A:

If your SDRs don’t receive a response within 2-3 days, encourage them to follow up with more content, a phone call, or a handwritten note.