The Definitive Guide to Account Based Marketing Tactics (2020)

A Tactical Cookbook for Account Based Marketers by Sangram Vajre

ABM Tactics For Anyone

Here’s a list of a few of the best account-based marketing tactics that today’s marketers can use to flip their funnel and start generating more revenue without having to outspend the competition.

With these account based marketing tactics, ABM practitioners will be able to:

  • Boost demo completion rates
  • Improve close and renewal rates
  • Accelerate the sales cycle
  • Increase their deal size

Why a cookbook, you ask? Because ABM 2020 is all about bringing creativity back into the B2B process.

We will continue to expand this exhaustive list of ABM tactics, so bookmark this page for new content fresh out of the oven. Scroll down and select your goal to see a list of ABM ‘recipes’ we found to be the most successful.

Contents

 

ABM Basics

Things to know before getting started
  • Getting cooking with ABM
  • The Philosophy

Snacks

Easy, SDR-run tactics
  • #1 Meet and Cheeseboard– Increase demo attendance
  • #2 Pizzanar– Boost demo completion rates
  • #3 Personalized Pumpkin Soup– Personalize the right way

Appetizer

Simple tactics for a small, elite team of ABM practitioners
  • #4 VIPita and Hummus– Personalization for top accounts
  • #5 Priority Stuffed Mushrooms– Help sales focus on the right accounts
  • #6 Topical Tator Tots– Improve response rates
  • #7 Nacho Average Display Ads– Accelerate pipeline

Main Courses

Long-term enterprise dishes
  • #8 Book Bourguignon– Become a published thought leader
  • #9 Retention Rigatoni– Boost renewal rates
  • #10 Field to Table Events Salad– Event planning with account intelligence

Desserts

Complex ABM recipes for highly strategic goals
  • #11 Strawberry Surround Sound Ice Cream – Improve close rates
  • #12 Pineapple Upsell Down Cake – Get more upsells and cross-sells
  • #13 Webinar Rum Cake – Account-based webinar sculpting

Bonus: Mise En Place

Technical setup (for your ops person)
  • Choosing an ABM Souz-Chef
  • Set Up Your Account Data Hub
  • Integrate the best ABM-enablement tools
  • Understand and organize your dinner guests

ABM Basics

Things to Know Before Getting Started

Most companies who choose Terminus as their ABM partner ask the same question: how do I get started with ABM?

The truth is that most B2B companies are already doing ABM, whether they know it or not. Our goal at Terminus is to help them do it better.

 

Account-based marketing is a focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers.

If you’re working distinct companies individually – you’re already doing ABM, but you might lack account based marketing best practices and ingredients to really do it right.

 

Getting Cooking with ABM

Account-based marketing is not a new revolutionary way of cooking up marketing plays to attract and win new business.

Many consider ABM to be the first incarnation of B2B marketing – from a time when the playing field wasn’t oversaturated with swaths of lead gen marketers contaminating the market with an “anything-for-a-form-fill” hunger.

 

At Terminus, we like to think of ABM as going paleo.

Returning to a classic, time-honored 1-to-1 style of business which rejects unhealthy marketing practices in favor of a data-driven diet which leans into the three nutritional factors of ABM success: fit, engagement, and intent.

By leveraging these emerging B2B data points, marketers can get smarter about which accounts to target (and when) and build deeply personal and creative multi channel programs to engage them, so that each account feels like you were there for them right when they realized they needed you.

 

Ultimately, leads are like Doritos.

SO satisfying in the short term, but ultimately bad for your long term health if they are all you think about.

That’s why we put together this basic cookbook – to help B2B marketers recalibrate their approach to bring positive meaning back to their product marketing, content marketing, and demand gen programs and remove the unhealthy habits from their diet.

This, we’ve found, results in more revenue, a higher NPS, and happier customers.

Doesn’t that sound nice?

The first step in understanding how to scale a successful ABM program is knowing what tools and ingredients can create the best menu with the right complementary flavors to engage your audience and to invite the right guests (your ICP).

Think of your high-fit key accounts as your dinner guests – each with their own finicky dietary restrictions and tastes. Some are vegan, others think cilantro tastes like soap. It’s your job to create a personalized, scalable menu to work for each of your guests.

Below are a few examples of tools and ingredients you can leverage to get started.

In the following section, we’ll discuss the philosophy of mixing these ingredients together in a way that makes sense for your business.

 

The Philosophy of Cooking with ABM

At Terminus, our style of cooking revolves around the TEAM framework.

  • Target – use a combination of fit, engagement, and intent data to determine your list of named accounts.
  • Engage – decide the right marketing ‘menu’ to serve them, from display ads to email nurtures to content marketing initiatives.
  • Activate – identify the moment when sales will get involved and drive the deal forward.
  • Measure – determine what the success metric or KPI is.

Some of our basic dishes focus exclusively on one section, while our more complicated entrees involve all four.

Here’s a high-level example of how you can begin thinking about mixing your ingredients to create winning account-based marketing tactics.

This recipe uses standard (and stale) marketing ingredients without including the secret sauce of ABM: account intelligence.

Below is a visual representation of standard ABM recipe.

Step 1:

Begin with display ads to accounts with no engagement (meaning they are unaware of your brand).

Step 2:

Once they visit your website, launch a LinkedIn campaign to drive additional awareness.

Step 3:

When they achieve an engagement spike, begin SDR/AE outreach with heavy personalization and content marketing support. The further down the funnel they get, the more channels you should open.

Step 4:

Finish with integrated direct mail and update your creative regularly.

 

Too high level? We’ll delve into the specifics of each step in our ABM recipes below.

 

Snacks

ABM Tactics for SDRs or small marketing teams to run with independently

 

Meet and Cheese Board

Increase your demo attendance and completion rates.

PREP TIME:

  • Digital Gift Setup:
    1 Week
  • Account Research:
    1-2 Hours
  • Direct Mail Send:
    5 min
  • Measurement:
    Ongoing

CHEFS

  • SDR (or Sales Enablement Manager)
  • Marketing Ops (optional)

INGREDIENTS

  • 1 Direct Mail Campaign
  • 1 Email

TOOLS

  • Sendoso (or another 3rd Party Vendor like Amazon)

You’ve set the meeting and now it’s time to seal the deal. But what if your contact doesn’t show? It’s not uncommon for prospects to forget or simply bail on a demo or sales call.

Some companies, Terminus included, have found great success increasing sales call attendance by sending digital gifts an hour before a call.

For example, Procore experienced a 16% increase in demo show rate which attributed over $1.2 million into their pipeline after sending digital gifts via Sendoso before a demo call.

Note: This requires that you have integrated Sendoso or another 3rd party direct mail vendor into your workflow.

 

Phase 1: Pre-Meeting Research (1 -2 Hours)

 

Step 1:

During the research phase of your account based marketing strategy, which should take place before a meeting has been set, write down any simple beverage interests your contact might display on social media or on LinkedIn.

Do they like Pumpkin Spice Lattes? Do they prefer pour-over? Is there a Starbucks within walking distance of their office?

If they seem like they might have an affinity for coffee (who doesn’t?), you can capitalize on this information by sending them a digital egift for Starbucks before your scheduled meeting.

If there is another coffee shop near their office, you may consider coordinating a digital gift card through your favorite direct mail platform like Sendoso, PFL, or Alyce.

 

Phase 2: Send Digital Gift (<1 Hour)

 

Step 2:

A few hours before a scheduled meeting, have your SDR, Sales Enablement Manager, or ABM coordinator send a digital $5 egift for a Starbucks coffee.

Depending on your vendor, requests like this can typically be done via a Salesforce integration, but some smaller teams can set up individual logins for each SDR or AE.

With Sendoso, marketing also has the option to set up a menu of options and a “virtual budget” that SDRs and AEs can use to send approved items independently.

Using the research tips included in the Personalized Pumpkin Soup recipe (included later), write a personalized note to be included with your digital gift which says something similar to: “Looking forward to talking with you today at 11:30am. If you need a pick me up, here’s a free gift card which you can use to get a Pumpkin Spice Latte to enjoy before our meeting.”

Repeat this step for every contact meant to attend your meeting and voila! Ideally, you should attempt to do this with every contact showing engagement from your target accounts.

 

Phase 3: Measure and Repeat (ongoing)

 

Final Step:

Remember to create a Salesforce campaign to keep track of every account that receives a pre-meeting gift so that you’re able to report on your success.

Once you find the perfect cadence, you’ll be able to sit back and watch your demo completion rates rise like steam from a hot pour-over.

 

Pizzanar 🍕

Drive webinar attendance and completion rates.

 

PREP TIME:

    • Planning:
      1-2 Weeks
    • Promotion:
      4 Weeks
    • Food Ordering:
      1 Week
    • Measurement:
      Ongoing

CHEFS

  • ABM Coordinator
  • Sales
  • Graphic Designer
  • Content Marketing Manager

INGREDIENTS

  • Custom pizza boxes
  • Pizza
  • Targeted display ads
  • Email Invite
  • Slides

TOOLS

  • Terminus account-based ads
  • Webinar Platform
  • Salesforce
  • Sendoso (optional)

Similar to the previous recipe, many account-based teams have launched lunch ‘n learns to engage target accounts with food.

Dubbed “pizzanars” by some, this tactic is as easy as it sounds. Simply deliver pizza (or another lunch item) to your target account which they can enjoy during your webinar.

Please see our Webinar Rum Cake recipe to learn how to run a successful account-based webinar.

 

Phase 1: Research and Development (1-2 weeks)

 

Step 1:

During the research phase of your ABM strategy, write down any check-ins your buying committees from your target accounts may have on social media. Is there a lunch spot that’s their favorite? Do they mention a preferred pizza place?

You could also try reaching out to office managers in each office who frequently order food for every department to know exactly the right place to order from.

This tactic can be done on a 1-1 basis or on a larger scale depending on the topic of your webinar.

 

Phase 2: Promote Webinar (~4 weeks)

 

Step 2:

In your webinar invitation, indicate that all attendees will receive a free lunch for watching your webinar, depending on the size of your invite list.

If your buying committee is large, this should be done through multi-channel efforts which can include display campaigns, sales and marketing emails, LinkedIn InMails, etc.

Incorporate any intent or engagement learnings into your subject lines to ensure a higher open rate, potentially even using a pizza emoji 🍕to catch their eye.

If scalable, try and incorporate visuals of your target account’s preferred lunch areas within your display campaigns and in your email invitations.

This should be done 4 weeks before your webinar is scheduled.

 

Phase 3: Deliver Pizza and Host Webinar

 

Step 2:

A few hours before the scheduled webinar, have your SDR, Sales Enablement Manager, or ABM coordinator order a pizza (or other lunch item) for your target account. Make sure your budget is proportional to the opportunity size. You might want to do a full lunch for the highest priority accounts, and a snack for those that represent a smaller likelihood of closing. ” Using the research tips included in the Personalization Pumpkin Soup recipe, ask the delivery person to include a note which includes a reminder about the webinar, how to attend, and any other pertinent information you might include – including the team members you hope to attend.

In your webinar, include imagery of the pizza (perhaps pie charts as pizza) to tie the experience together.

 

Phase 4: Measure and Repeat (ongoing)

 

Final Step:

With this Pizzanar tactic, you can increase your webinar attendance and completion rates and ensure your target accounts will be always leave your presentations feeling satisfied.

As always, we recommend creating a Salesforce campaign to measure the success of your efforts and compare the results to a segment which did not receive this tactic. We also recommend benchmarking your previous webinar performance to compare your results

 

 

Personalized Pumpkin Soup

Engage contacts at your target accounts with hyper personalized, particularly relevant messaging at the right time.

 

PREP TIME:

  • Activation:
    Immediate
  • Research:
    > 1 Week
  • Outreach:
    1-3 Weeks
  • Measurement:
    Ongoing

CHEFS

  • Sales Development Representative
  • ABM Coordinator (optional)

INGREDIENTS

  • Personalized messages across 1-1 channels
  • Including email, LinkedIn InMail, Twitter messages, etc.

TOOLS

  • Social Media (Facebook, Twitter, Spotify, etc)
  • Salesforce
  • Terminus Account Hub and Engage
  • Marketing Automation Platform (optional)
  • LinkedIn Sales Navigator (optional)

ABM practitioners know that both personalized messaging and timing is critical to progress deals forward.

In ABM, “personalized” takes on a new meaning.

 
Personalization in ABM requires you to consider the real person at your account, finding them on social, researching their background, understanding what their company does, what their role is, what their struggles and goals are, and what it would take to get them promoted.
 
While similar to buyer personas, it is a much more targeted approach necessary for the entire buying committee.

 

When done at the right time, personalized messages and custom experiences simultaneously build personal rapport and brand affinity, ultimately leading to better sales and more renewals.

When done at the wrong time, the same messaging and custom experiences can lead to opt-outs, closed-lost opportunities, and an org that doesn’t look like it has its stuff together.

That’s why we recommend leveraging engagement data to prioritize outreach efforts – to reach your key accounts right when they start engaging. You can create similar workflows for intent data (Company Surges® from Bombora).

Here is a simple recipe for doing personalized messaging after a target account is demonstrating intent or engagement with your brand.

Your SDR should start this tactic once they notice a target account is engaging with your brand, either through a Terminus Engagement Spike or another trigger-based mechanism you develop internally.

 

Phase 1: Research (>1 Weeks)

 

Step 1:

The SDR sees an Engagement Spike in their account (either through an automated email alert from Terminus or by checking the Account Insights section in their CRM).

Note: An alternative notification methodology might include automated page view alerts from your marketing automation platform or CRM, but this will only be on a lead or contact level, not an account level, so it will be harder to track account interest holistically. It will also only be for the people who filled out a form on your website at some point.

 

Step 2:

Once activated, the SDR should begin researching the account in-depth immediately.

First, they should assess known contacts vs anonymous contacts to determine what information is available on the account as well as the potential size of the buying committee.

Second, they should begin to identify who the right people are at the account to contact, both known and unknown. These might be people who’ve already given you their contact information, or they may still be ‘anonymous’ to you.

An ABM engagement tracking tool (like Terminus has) will show you how many people from the account are on your site, which will give you a sense of whether you already know who’s out there or still need to complete the buying center contacts. Since the total of known vs anonymous contacts might indicate the size of the buying committee, the SDR should research additional contacts beyond the known that might be involved in the purchase decision. (Learn more about Account Insights.)

This research can be done via social media (LinkedIn) or on the company website (Careers or About Us page). Third, they should compile personal information about each of the contacts at their account in a spreadsheet or on their CRM record to ensure 1-1 personalization that will increase the likelihood of a response.

We always prefer to put account intelligence in-CRM, so marketing can use it, too!

Try and compile as much information as possible which might help you craft a personalized email.

Things to consider: What do they post about regularly? What is featured in their profile pictures? What are their listed interests or groups they are a part of? Where do they live? When is their birthday? What sign are they? If they are married, when is their anniversary? Do they have a pet?

Each piece of information brings you closer to the perfect email.

 

Step 3:

Once the SDR knows who is potentially a part of the buying committee at their target account and has done a sufficient amount of research on each contact, the SDR should examine the historical outreach done to each of the contacts as well as any marketing campaigns running which might have caused the engagement spike.

Questions to ask: What emails have been sent already? What ebooks have been downloaded? What webinars have been attended?

Additionally, the SDR should begin assessing the URLs that the contacts were trafficking (pricing or product line pages) and which pieces of content (blogs or press releases) they were engaging with.

This can be done on the account-level with Terminus or on the lead/contact-level with your marketing automation platform (or some other web tracking tool).

If this seems like a lot more background work than your SDR typically does before writing an email – that’s because it is! But remember – it’s ABM. You already know this account is a great fit for your solution, so it’s worth 10x the effort to make sure you get it right at every stage and get them in the door. “

 

Step 4:

The SDR should sync with marketing to understand any planned campaigns not covered in any regular update meeting.

 

Phase 2: Outreach (1-3 Weeks)

 

Step 5:

The SDR should create personalized messaging for their emails, InMails, and DMs with information gathered from their research. This includes information on their interests from social media as well as company information, and potential last touches.

The goal here is to establish yourself as a valuable resource to navigate the problems they may be experiencing in their org, and start setting the table in your favor.

If you are the first to the table, you control how the conversation is framed. When a competitor enters the scene, they’ll have to play by your rules and position themselves against what you’ve already brought to the table.

Do:  Include information that is both interesting to your contact and offers value.

 

Do not:  Assume basic personalization like “first name” counts. Including information pulled from the internet is not valuable unless it has context.

The SDR should cast a wide strategic net with their outreach methodologies, beginning with email (or where they see the contact spends most of their time).

For example: if the SDR see one contact is very active on LinkedIn, the SDR might begin by sending them an InMail and a different contact an email.

If a contact does not open your email:

  1. Try different channels – LinkedIn, Phone calls, Facebook Messenger, etc.
  2. Try a different subject line with different information.
  3. If the account remains super engaged anonymously but won’t respond to your outreach, try direct mail! It’s great at instigating action, and will be more worth it since you know that the account is qualified and engaging.

If the contact opens the email but does not reply:

  1. Send a revised follow up email with both additional personal and product information to determine what might resonate with the contact.
  2. Use direct mail and specifically refer to the email you know they opened. E.g. “Hey Jim, I’m sorry you missed my first email. I wanted to tell you about X.”

This should be influenced by the subject line which won the initial open as well as any other marketing campaigns currently running.

Continue to send personalized emails to the different members of the account’s buying committee, beginning with those showing the highest amount of engagement.

 

Phase 3: Measurement (ongoing)

 

Final Step:

Determine a method to measure your efforts to determine what types of personalized efforts are most successful. Share these efforts regularly during team meetings and watch your response rates increase!

 

Appetizers

ABM Tactics for SDRs or small marketing teams to run with independently

 

VIPita and Hummus

Engage your high-value accounts with VIP-level 
touches right when they are heating up.

 

PREP TIME

  • Activation:
    Immediate
  • Research and Outreach:
    1-2 Weeks
  • Display Campaign:
    1-2 Weeks
  • Measurement:
    Ongoing

CHEFS

  • Sales Development Representative
  • Graphic Designer
  • Digital Marketing Manager (or ABM coordinator)

INGREDIENTS

  • Personalized messages across 1-1 channels
  • Including email, LinkedIn InMail, Twitter messages, etc.
  • Custom gift tailored to your contact or account
  • Custom display campaign targeting your account

TOOLS

  • Social Media (Facebook, Twitter, Spotify, etc)
  • Salesforce
  • Terminus
  • WebCam (or a video service like Bombbomb or Vidyard)
  • Sendoso (or other direct mail service)
  • 3rd Party Engagement or Intent Platform (optional)
  • LinkedIn Sales Navigator (optional)

High value accounts with large annual contract values (ACVs) often warrant a higher touch activation, especially if their buying committee is large or if their organization is growing rapidly, which can impede their response time to even the most deftly written emails.

Here is a simple recipe for engaging a high-value account which combines the steps from the Personalized Pumpkin Soup recipe with some additional ingredients for a more VIP-like experience.

Your graphic designer and digital marketing manager should also be looped in early with this account as well (if they did not see the Engagement Spike) for future display campaigns.

Your SDR should start this tactic once they notice a high-value account is engaging with their brand, either through a Terminus Engagement Spike or another trigger-based mechanism.

 

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

 

Step 1:

The SDR sees an Engagement Spike in their account (either through an automated email alert from Terminus or by checking the Account Insights section with their CRM).

 

Step 2:

Once activated, the SDR should begin researching the account in-depth immediately. This includes assessing known contacts vs anonymous contacts, determining buying committee members and size, previous outreach and campaign influence, etc.

Refer to the previous Personalized Pumpkin Soup recipe for details on the research phase.

The SDR should share this in-depth research with the graphic designer and digital marketing manager (or ABM coordinator) to develop display assets for additional air cover.

If necessary, create a Google Form to establish a request workflow that requires your SDR to fill in the appropriate information so your creative team can easily whip up new designs.

Terminus has also experimented with building a one-click process within Salesforce for this, which makes it easier for sales (if they’re already doing a good job of recording all of the research they did). Once the SDR has crafted the perfectly personalized email, they can take it to the next level by adding a custom GIF linking to a personalized video within the email.

Note: this could easily be a simple picture taken with a webcam – but GIFs in emails are growing more and more in popularity.

The video can include the SDR reading the email previously written out loud to create a better 1-1 connection with your contact, while the GIF provides a simple way to present your photo along with their name to better engage your contact.

The GIF can be created using a service like Vidyard or Bombbomb or by taking a 3-5 second video with your webcam and converting it into a GIF with Photoshop or marketing’s support.

Click here for details on converting a short video into a GIF with Photoshop.

Before you create your video, think about how you want to present yourself. Most SDRs experience a lot of success by simply writing their contact’s name on a whiteboard. More creative examples might be drawing their name on an Etch-a-sketch or on paper as calligraphy, if research determines that would resonate.

In the above example, the SDR is also holding the contact’s self-declared favorite beer, but you may also determine to include a different item that would resonate with your contact, or the gift you will be sending in step 3.

Once the video has been created, you can use a content experience solution like Uberflip or Pathfactory to add this video along with other specific content pieces for a more personalized experience.

Do this multiple times as the contact gets deeper in the sales process and encourage your AEs and CSMs to participate as well. Personalization doesn’t end with SDRs!”

 

Step 3:

Once you have determined the theme or messaging strategy of your outreach efforts, you should also send a gift to your account, either customized or not depending on your workflow.

This might include something as simple a bag of popcorn (which you may include an example of in your video email) or something larger like a branded blanket from their favorite sports team.

Note: Some ABM teams establish workflows which enable sales to automatically send pre-approved direct mail pieces on an ad hoc basis.

 

Phase 2: Display Campaign (1-2 Weeks)

 

Step 4:

When the assets are ready, have your digital marketing team launch targeted display campaigns which can feature any combination of the following: the target company’s name, your logo, messaging specific to the account’s needs and interests, messaging specific to the buying committee’s function (i.e. HR, Finance, Marketing, etc.), specific KPI targets, ways to beat their competition, or any other campaign you can think of.

With Terminus, you can get an account-based ad campaign up same day as long as you have the appropriate assets. If you have Sigstr, you can also leverage your creative there so that your messaging feels more aligned across every touchpoint.Step 5:

Run this campaign in tandem with the SDR’s outreach, so that the contacts within the buying committee are seeing similar benefits and messaging across all channels.

 

Phase 3: Measure and Repeat (ongoing)

 

Final Steps:

Assess your accounts monthly to quarterly to determine which will warrant budget for personalized campaigns and activations.

Share success stories in weekly meetings to drive adoption of VIP-level personalization and coordinated campaign efforts.

Rule of Thumb: The higher value the account, the more channels and research you should commit to each touch.

 

 

Priority Stuffed Mushrooms

Help SDRs easily prioritize and personalize their 
account-based efforts directly from their CRM.

 

PREP TIME:

  • CRM Setup:
    1-2 Weeks
  • Training:
    Ongoing
  • Outreach Activities:
    1-2 Weeks

CHEFS

  • Sales Development Representative
  • Sales Enablement
  • Marketing Ops (optional)

INGREDIENTS

  • Account Insights (from Terminus)
  • Engagement Data
  • Intent Data

TOOLS

  • Salesforce
  • Terminus Account Hub
  • Social Media (optional)
  • LinkedIn Sales Navigator (optional)

Every sales organization has their own process for prioritizing accounts and sales activities. At Terminus, we’ve established a very simple ABM tactic which happens every Monday morning: account prioritization.

Your SDRs (and AEs, too) should begin this play right when they come into the office every Monday (and preferably throughout the week).

Note: This requires your ABM champion or Marketing Ops Manager to sync Terminus data with account lists assigned to each rep.

If you skimmed over the initial setup tips earlier in this ‘cookbook’, we’ve included a few general setup guidelines below.

Skip to Phase 2 if you’ve already setup filterable account lists and reports in your CRM.

 

Phase 1: CRM Setup (1-2 Weeks)

 

Step 1:

Set up the right reports. Most CRMs let you set up a report to filter by accounts owned by the person viewing, so you can easily create reports for your entire SDR or AE team.

With Terminus, these come out of the box. For SDRs, make a report that filters by:

  • Accounts with an engagement spike in the last week
  • Intent recency

Optional: you might filter out any accounts that have an SDR touch within the last week so they don’t see accounts they’re already working in this view.

This forms the basis of the Monday morning hitlist – accounts that are engaging on your website, which means they’re heavily researching your brand, and accounts that are showing intent in general for relevant topics.

When both signals are present – you need to go after them now.

 

Step 2:

In this view you also want to make sure other columns are visible so reps can strategize:

  • Number of visitors from the account on your site (known or anonymous)
    • This tells you how wide the consideration is in the account, and gives you a sense for how big your buying center is.
  • Recent ad impressions
    • This tells your reps if marketing is actively warming the account.
  • Most active URLs
    • This tells you what topics the account is researching heavily, so your outreach can be focused on that subject matter in particular.

Other things for your SDRs to consider:

  • Most active person
    • This gives you your best bet of who will respond to outreach
  • Intent and engagement trends over time
    • This shows you whether the account is generally leaning in or out, which might impact outreach.

This helps take the guesswork out of follow up and helps marketing and sales stay tight on when accounts should be followed up with.

 

Phase 2: Training (Ongoing)

 

Step 3:

Train the team!

Intent and engagement data are two data points can help your reps get to a deal before the competition – but simply setting up these reports isn’t enough.

Your team has to know how to use them if they are going to be first to the table.

78% of deals go to the rep who gets there first.

Hold a regular training session with your marketing and sales teams so that every single member of the team understands how the reports work, how to sort them, and what the criteria for “hot” accounts is – a combination of engagement and intent data for a start.

Explain where the data is coming from so they can contextualize and understand what they are looking at.

During this training, remind them that being first to the deal is a definitive way to win the account to drive urgency for using these reports, so they are incentivized to retain and use the information.

A common question for SDRs using an account-based approach is: Who do I reach out to first? Your best bet is the most active known contact, followed by using a tool like Sales Navigator to find your “in” with the buying committee based on role and function. Start with a small, elite team. A select group of evangelist reps who are willing to try new things will demonstrate success faster and drive greater adoption. “

 

Step 4:

Hold this training session once a month (or once a quarter) and video record it so that it’s easily accessible for your team and for new team members.

This will help reinforce both the attributes of a “hot” account and the behavior of account-based prioritization versus lead-based.

A lead-based focus might result in prioritizing the wrong lead at the right time and missing opportunities with key accounts.

 

Phase 3: Account-Based Prioritization & Outreach (1-2 Weeks)

 

Step 5:

Every Monday morning, all reps should begin their day by leveraging a report in SFDC (or their preferred CRM) to organize their target account list.

Once a rep has dug into this report and conducted the research phase (see the Personalized Pigs in a Blanket recipe for research and personalization tips), they can begin tailoring their message and selecting their channel based on the Terminus metric that needs referencing.

For example, if they visited a pricing page, you might send a personalized email that offers an ROI-calculator or requests a meeting to speak to any specific questions they may have on your pricing tiers or packages.

Our team coaches us to look at all the Terminus signals in this report and marry these signals with engagement and intent data to prioritize which accounts are showing buying signals.

Note: If you have the Bombora Growth package, you might also pull a report to unearth net new accounts that are demonstrating intent for your product to fold into your target account list requiring outreach that week.

 

Final Step:

Create a culture of positivity around prioritizing accounts based on data and establish KPIs to encourage your SDRs to jump on accounts immediately after an engagement spike or an intent surge.

The faster your sales team can act on data, the faster your sales cycle will be. Read our blog post on ABM sales commission to see how you can encourage your sales team to personalize and prioritize.

 

Topical Tater Tots

Use direct mail to take advantage of topical events in the news 
or pop culture for a light sales touch to stay top of mind.

 

PREP TIME:

  • Research:
    Ongoing
  • Pick Vendor:
    1-2 Weeks
  • Prep Team:
    1-2 Weeks
  • Send Mail:
    1-2 Weeks
  • Follow Up:
    1-2 Weeks
  • Measurement:
    Ongoing

CHEFS

  • Sales Development Representative
  • ABM Coordinator (optional)

INGREDIENTS

  • Direct mail piece related to the topical event (i.e. themed greeting cards)
  • Email template for follow-up (the punnier, the better!)
  • Display ads that match the direct mail (optional)

TOOLS

You know those cheesy “Hallmark” holidays that make you think, “Wait, that’s a real holiday?” (Like most of the ones listed here.)

What about those pop culture events that take the internet by storm, like the series finale of your favorite show, or that new meme that just won’t go away?

These moments are wonderful opportunities to connect with a prospect and stay top of mind without being pushy. And the best part about it? It’s so easy – and it doesn’t have to be expensive! For example, for the series finale of Game of Thrones, our team sent these cards to prospects and customers.

Here’s how to incorporate topical events into your marketing outreach.

 

Phase 1: Research (Ongoing)

 

Step 1:

Start compiling a list of holidays, popular artists, organizations, TV shows, etc., that your contacts at your target accounts might follow or enjoy. While the research stage of this project is variable, you can put together a framework or calendar to help you keep track of cultural moments.

If you want, you can carve out a few days to research and plan out touches for every major holiday you’d like to incorporate into your marketing for the calendar year, as well as keep an eye on big dates in pop culture (premiere dates, etc.)

But occasionally, topical events happen unexpectedly, so it’s important to remain flexible.

 

Phase 2: Order Supplies (1-2 Weeks)

 

Step 2:

Decide which holidays or cultural moments you want to lean into.

Sending a box of donuts for National Donut Day? How about ice cream for National Ice Cream Day? Or how about a quick handwritten card with a joke about last night’s series premiere of your prospect’s favorite show?

Step 3:

Find a vendor. Once you decide what you want to send, it’s time to track it down and do a little quality assurance. Here are some things to keep in mind when planning out your topical direct mail:

  • Which vendors ship what you’re looking for?
  • What’s the average shipping time? (You don’t want your direct mail to land two weeks after the event you’re referencing!)
  • If you’re shipping food, make sure you’re confirming that you’re doing it in a temperature-controlled environment (trust us – we learned this the hard way). Also make sure to get a sample to confirm that it’s in line with your expectations.

 

Phase 3: Prep the Team (1-2 Weeks)

 

Step 4:

Don’t forget to loop in the rest of the team. If you’re just sending cards (or something similar) make sure you order your supplies far enough in advance that you have time to:

  • Distribute to your team
  • Give your team time to choose recipients and write notes (Never underestimate the power of a hand-written notecard!)
  • Mail notes to recipients
    •  

Phase 4: Send Your Direct Mail or Hand-Written Note (>1 Day)

 

Step 5:

Do the thing! Depending on the scale of your project, it’s totally possible that you can manage the shipping internally (i.e. if you’re just sending postcards).

But if you’re doing a big send (case of ice cream) on a large scale (to 100 top accounts), it might make sense to operationalize it through a platform like Sendoso.

Regardless, make sure you’re confirming shipping times so you can nail your landing – i.e., a postcard arriving on your prospect’s desk on Monday morning after a Sunday night premiere!

 

Phase 5: The Follow Up (1-2 Weeks)

 

Step 6:

Following up on topical direct mail touches is variable. For instance, if all you did was send a postcard, it probably doesn’t warrant a full-scale digital ad campaign with landing pages and a 12-email sequence.

But if you’ve invested a lot of time and resources into the project, make sure you don’t fumble the landing without proper follow-up.

At the very least, you should have the following prepared:

  • Follow-up email template
  • A phone/email cadence for your SDR reps

And if you want to be ambitious:

  • Digital ad campaign
  • Custom landing page

 

Step 7:

Go organic. You can also incorporate social media into your follow-up with LinkedIn, Twitter, etc. Some prospects might take to social media to share a photo of the direct mail – make sure your team monitors your networks so you don’t miss the chance to hit it with a like or retweet! According to Gartner, the more channels the better! Don’t be shy about adding more channels, paid or unpaid, to the mix whenever possible.

 

Phase 6: Measure and Repeat (Ongoing)

 

Final Step:

As always, create a mechanism to monitor the results of your efforts. Whether it be as simple as a Salesforce campaign or as complex as a spreadsheet with email open rates and delivery metrics, use the results to influence your future sends. Even if they don’t watch the show, you can still get a great response and earn some points with your contacts! 

 

Nacho Average Display Ads

Stay top-of-mind and nurture prospects with always-on digital advertising.

 

PREP TIME:

  • Setup and Strategy:
    1-2 Weeks
  • Launch Campaigns:
    4-16 weeks
  • Measurement:
    Ongoing

CHEFS

  • Digital Marketing Manager (or ABM Manager)
  • Graphic Designer
  • Marketing Ops

INGREDIENTS

  • Multiple display ad sets (enough to rotate out every 30 days for as long as you want to run the campaign)
  • Custom landing pages for each display ad

TOOLS

  • Terminus (or account-based retargeting platform)
  • LinkedIn (optional)
  • Salesforce (or other CRM)

Let’s taco ‘bout display advertising.

It’s a tricky art. Many marketers can’t serve ads to specific audiences unless they’ve converted in some way (aka collected an email address from a form fill), so they rely on either list uploads or user data on various advertising platforms to target their desired audience.

But just because most people do that doesn’t mean you have to. In fact, with Terminus, you can get your ads in front of a specific list of accounts anywhere online – even if they’ve never submitted a form on your website.

That means you can nurture your list of target accounts across the web and introduce them to your content, your product, or whatever you think is relevant to them with always-on display advertising.

You don’t have to use Terminus to nurture your target accounts – you can still do this with web retargeting – but it makes things easier and allows you to be more proactive with your advertising.

Regardless, the below instructions will show you how to set up a full-coverage display campaign that will nurture prospects over time (even if you don’t use Terminus!).

 

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

 

Step 1:

Work with your Marketing Ops and Design team to create multiple display ad sets (enough to rotate out every 30 days for as long as you want to run the campaign) along with the landing pages you’ll direct the ads to.

Not every ad will need a custom page (i.e. if you’re running ads to your product page), but plan this out in advance so you can map out your multi-step campaign.

Some examples of ad imagery include:

  • New product announcements
  • Customer case studies
  • Downloadable content
  • Blogs
  • Product integration overviews
  • Competitive comparisons

 

Step 2:

Decide how you will move your audience through your campaign. Ideally, you’ll want to move them through your campaign based on a combination of time and impressions, but you can do something as simple as “move to next stage of ads every 30 days.”

You should organize your content so that it takes them on a journey – you don’t want to advertise beginner-friendly content at the end of the sequence if you’ve been hitting them with downloadable content only an expert ABMer can benefit from.

A sample structure is:

  • 0-30 Days: Latest eBook
  • 30-60 Days: Customer Case Study
  • 60-90 Days: New Product Announcement
  • 90-120 Days: Product Integration Overview
  • 120-150 Days: Latest eBook
  • 150-180: Book a Demo CTA

 

Step 3:

Set up your ad campaign in your display advertising platform of choice.

If you’re launching in Terminus, you’ll use Salesforce fields to set up your ad criteria (you might have to work with Marketing Ops to make sure there are fields that are tracking days since an account has progressed past a certain stage, etc.)

 

Phase 2: Launch Display Campaign (4-16 Weeks)

 

Step 4:

This step is simple – launch the ads! With ABM, your audience should be restricted to the accounts within your total addressable market (TAM) or target account lists (TAL).

 

Step 5:

Keep an eye on your campaigns to monitor metrics like:

  • Impressions
  • CTR
  • CPC
  • Etc.

If you notice engagement dropping, you may want to restructure your campaign organization or refresh your ad creative.

While the previous example was fairly simple, there are ways to create much more sophisticated advertising campaigns.

For example, you could progress your audience through various ad creatives with criteria such as:

  • # of Impressions / Days since Last Spike (Bucketed by low, medium, and high impressions)
  • # of Impressions / Showing Intent
  • Showing Engagement on Product Page

There are infinite possibilities!

 

Phase 3: Measure and Repeat (Ongoing)

 

Final Step:

Continue to measure and make smart adjustments to your program. As you continue to monitor the results, be sure to track the velocity through which accounts are progressing through your program.

If they are progressing too slowly, it may indicate your messaging needs additional urgency. If they are progressing too quickly and ultimately not closing, your messaging or content may be overpromising and underdelivering.

 

Main Courses

ABM Tactics for SDRs or small marketing teams to run with independently

 

Book Bourguignon

Write and publish a book to present your organization’s value proposition and position the author and company as a thought leader in your market.

 

PREP TIME:

  • Writing:
    3-6 Months
  • Publishing:
    3 Months
  • Book Tour:
    6-9 Months
  • Measurement:
    Ongoing

CHEFS

  • Content Manager/Editor
  • Organization Leader, like CEO or CMO
  • Graphic Designers
  • Marketing Ops (Support once published)
  • Customer Ambassadors
  • Subject Matter Experts

INGREDIENTS

  • Customer Stories
  • 3rd Party Research
  • POV on Industry Trend
  • Thematic Elements

TOOLS

  • Book Publisher

Writing a book is an invaluable way to capture the attention of your customers and your market. If pitched and positioned well, a book can become the defining thesis for your company.

That said, writing a book is easier said than done. Let’s get started.

 

Phase 1: Write Your Book (3-6 Months)

 

Step 1:

Define your goals and strategy. Those weighing this tactic should consider a few key questions:

Why do you want to publish a book?

  • A well-considered, easily digested book formally introduces your organization’s values, ideas, and solutions, creating a sense of familiarity with your organization for potential customers. Make sure your organization is aligned on the purpose of the book before you begin this process.
  • A warning: To those wondering if publishing a book could be an additional revenue stream for your marketing department — it’s not! Writing a book is truly an investment in thought leadership and customer knowledge.

Who should author your book?

  • A book is a thought leadership piece, so be sure to identify the right author within your organization. When Terminus published our latest book, ABM is B2B., in 2019, identifying the right people was obvious: two of our co-founders, Sangram Vajre and Eric Spett. These two voices have defined ABM as a category and together bring years of insights, customer stories, and working knowledge of the industry. The book was truly a natural continuation of the thought leadership they’ve both already established.

How will you use the book once it’s published?

  • It’s important to know how you’ll use the book as a marketing tool once it’s published. While there are so many options, we recommend using it as a platform: for speaking engagements, webinars, content pieces, and more. We also use it as a direct mail send for both prospects and customers, because we believe that our message about ABM is so succinctly and effectively presented throughout the book.

Step 2:

Once you have these goals established, it should be easy (or easier) to put pen to paper. We recommend starting with a thesis statement. From there, find key supporting evidence in the form of customer stories, market research, and executive vision from experienced professionals.

Step 3:

Once you have a basic outline, you can begin to add color, graphics, and additional content to fill in the additional details. In our book, we incorporated an ABM maturity curve, analyst reports, and branded/thematic elements to break up the white space.

Step 4:

Loop in your customers and industry experts to provide (fearless) feedback, and don’t be afraid to ask for harsh criticism. A book is a serious investment – so you want to make sure you are ready to make significant alterations throughout the process.

The length of the book will vary, but we recommend 150-300 pages (a typical “airplane book” length).

Once the book is written – it’s time to publish.

 

Phase 2: Publishing Your Book (3 Months)

 

Step 5:

Pick a publisher. This should probably happen before you start writing. While some companies may choose to work with Amazon to self-publish, we wanted to work with an independent, full-service publisher who specifically focused on B2B publishing.

After reviewing a few vendors, we decided that Ideapress Publishing was the way to go. They have a team of professionals who can edit, print, and promote your book and we found it a joy to work with them.

We recommend doing your due diligence when selecting a publisher. Depending on your selection and goals, you may choose to only produce an ebook or audiobook.

 

Phase 3: Plan Your Book Tour (6-9 Months)

 

Step 6:

Create a strategic rollout and promotion strategy for your book.

It’s crucial that your organization uses the opportunity created by publishing a book to win press coverage, bylines at key publications in your market, and speaking engagements to support your book launch.

Look at your calendar of upcoming events, placements, and other strategic opportunities to determine which would benefit most from your book.

Step 7:

Setup your outbound campaigns. You’ll need to work with your Marketing Ops team, SDRs, Customer Managers, and Demand Gen team to integrate books into workflows for prospects and customers. This might include:

  • Creating a direct mail campaign for best-fit active accounts, using the book as the primary send. Include elements like a note, a bookmark, or a sticker to enhance the package and create a memorable and valuable mailer for prospects.
  • Sending signed copies of the books to customers. Never underestimate the value of personalization, especially for your organization’s leadership team.
  • Using the book to create social engagement through LinkedIn.
  • Giving the book away to customers and prospects at event booths.

Of course, this is a long-term play! No book is written, released, and promoted overnight. But it can be an amazing way to increase your organization’s thought leadership and credibility, build strong recognition with your customers, and drive the conversations that you want to have in your market.

 

Phase 4: Measure and Repeat (Ongoing)

 

Final Step: 

Measuring the success of a book is incredibly difficult, but not impossible. Here are a few ideas to get started:

  • Track the amount of digital downloads and online reviews for your book on Amazon.
  • If you’re attempting to sell your book, monitor the revenue earned and the best channels for selling.
  • If you’re sending your book to prospects, have your sales team ask how they enjoyed it (to see if people are actually reading it).
  • Monitor the web traffic for the pages promoting your book and the email response rates to your book promotions. Are people clicking? Are they interested?

Now, determine your success metrics and get writing!

 

 

Retention Rigatoni

Protect your key accounts from churning right 
when they start considering competitors.

 

PREP TIME:

  • Setup + Prep:
    1-2 Weeks
  • Execution:
    Ongoing
  • Measurement:
    Ongoing

CHEFS

  • Sales Development Representative
  • ABM Manager
  • Marketing Ops (optional)
  • Product Marketing (optional)

INGREDIENTS

  • Intent data
  • Engagement data
  • Customized retention deck
  • Competitive battlecard
  • Email nurtures

TOOLS

  • Social Media (Facebook, Twitter, Spotify, etc)
  • Salesforce
  • Terminus (or other digital platform)
  • 3rd Party Engagement or Intent Platform (optional)
  • LinkedIn Sales Navigator (optional)

Intent data can be a critical piece of information for CSMs, who otherwise might not know if an account is at risk for churning.

However, most organizations don’t offer CSMs the same levels of access to marketing support as sales gets.

By bringing CSMs into the sales and marketing conversations, you can set up some basic protective measures to ensure you’re notified when and if one of your customers is considering a breakup.

By monitoring competitor search queries per your key accounts, you can also prioritize outreach based on companies who are researching competitors.

This often occurs during a time when your main internal champion has left or is under new management. Understanding why and how a company is looking up competing services is the first step towards retaining them.

 

Phase 1: Setup and Battlecard Prep (1-2 Weeks)

 

Step 1:

Bring together marketing, sales, and success teams to create a list of competitors and competing products that you can use to build a list of competitive intent keywords.

Step 2:

Once this list has been established, create a slide deck of competitive battlecards which positions your brand against that of a competitor.

Often companies will already have these battlecards prepared for each competitor, so it might just be a matter of refreshing these cards if a competitor is offering a new service.

These battlecards can be used to influence your campaign creative if a display campaign is warranted later.

Step 3:

Create a view in SFDC that filters by CSM accounts with intent groups by intent data. Filter for just your competitive intent keywords like the brand names of your competitors.

Learn how to set up intent and engagement filters here.

 

Phase 2: Execution and Retention (Ongoing)

 

Step 4:

Setup a regular meeting for CSMs and marketing to identify accounts at risk of churning to develop potential marketing programs to support your renewal efforts.

A simple first step might be to update or refresh your marketing battlecard and turn it into a retention and expansion deck for your sales or success teams to deliver. This is a great time to highlight products or services that a customer isn’t using but might be offered by the competitor they are researching.”

Step 5:

If an account is demonstrating intent for churn by showing signs of researching a competitor, set a meeting with your champion at your account.

If your champion has left the company, determine who might be the next best champion at the account (their direct report, manager, or replacement) and demonstrate the ways your brand is superior to the competition and reference any ways that your product may be “sticky.”

If necessary, have marketing spin up a display campaign referencing pieces of your battlecard. Depending on the size of the account, you may notify executive leadership so that they can begin reaching out or planning a VIP event to save the account.

If you would like a more comprehensive tactic on renewal and expansion, see our Pineapple Upsell Down Cake recipe later in this cookbook.

 

Phase 4: Measure and Repeat

 

Final Steps:

Losing an account to a competitor sucks. That’s why we recommend establishing a regimented program to address a common problem shared between all B2B marketers.

As you measure the results of your efforts, be sure to focus on your overall renewal rate, segment by intent for competitors and, if possible, deals lost to that competitor. Measure the impact of each retention activity and determine how you can prevent losing more deals in the future.

By being extremely strategic and data-driven, you can increase retention and stay ahead of the competition.

 

Field to Table Events Salad

Acquire net-new and help renew target accounts 
based on the location of target account cohorts.

 

PREP TIME:

  • Research and Planning:
    3-6 Months
  • Digital Campaign:
    2-4 Weeks (pre-show)
  • Measurement:
    Ongoing

CHEFS

  • ABM Coordinator (or Digital Marketer)
  • Field / Events Marketing Manager
  • Sales
  • Graphic Designer
  • Executive Leader
  • Partner Organizations / Sponsors (optional)
  • Marketing Analyst (optional)

INGREDIENTS

  • Two sets of display ad sets promoting the event (one for the initial announcement and one urgency-driven a week before the event)
  • Personalized event invitations
  • Booth swag
  • Post-event dinner party with executive leader

TOOLS

  • Event Registration Platform (Google Form or Eventbrite)
  • Email Marketing System (or marketing automation platform)
  • Terminus
  • Salesforce
  • 3rd party engagement or intent data provider (optional)
  • Survey Monkey or Google Forms (optional)

Everyone loves events. Everyone but finance that is.

When done correctly, events bring together a huge collection of industry experts, peers, colleagues, partners, and thought leaders which leaves attendees feeling enriched and positive about the experience.

These positive feelings often translate to more meetings set, contacts signed, and ambassadors made.

When done incorrectly, they feel like a waste of time and money.

Here’s how we believe you can do field marketing correctly in an ABM framework.

 

Phase 1: Research and Planning (3-6 Months)

 

Step 1:

Work with your sales, marketing ops, or analyst team to create a Salesforce report that pulls together fit, engagement, and intent data to isolate cohorts of your ICP by location.

Identify the area (or several areas) with the highest percentage of target accounts – both opportunities and current customers who are close to renewal.

Bonus points if you isolate accounts close to renewal also at risk for churn.

Step 2:

Activate your field or event marketing manager to begin ideating for event venues, possible catering needs, and invitation processes. It might also make sense to develop a fully strategized roadshow.

The amount of events you will have and their size depends on budget, your average deal size, and the opportunity represented by the area-specific pipeline.

Step 3:

Use a combination of engagement and intent data to determine the focus and theme of your event so that it will be relevant to your target accounts.

This will likely be a combination of market research, page visit tracking, product utilization reports, Bombora Company Surge®, CSM or sales feedback, etc.

You may also develop and send a survey asking both customers and prospects what they’d like to learn about if an upcoming event were to take place in their area.

Step 4:

Create the marketing content for your event. Once you’ve determined a focus area, you can begin building both content pieces for your event and start recruiting local speakers who are subject matter experts in that particular field.

Provide your theme or focus area and assist them in developing content attractive to your target accounts.

Depending on the subject and the size of the event, you may also consider flying in customers outside of that geographic area to speak.

Step 5:

Activate customer ambassadors. Offering these thought-leadership opportunities to top tier customers is another proven ABM tactic to keep decision-makers at target accounts engaged and happy.

If your cohort in a particular area is small, you might consider hosting a simple exec or VIP dinner with a smaller audience that includes your brand ambassadors to both keep them happy and to highlight them to your target accounts.

Read our case study on Thomson Reuters Legal to learn how their ABM team uses events and thought leadership opportunities to engage and retain key accounts.

 

Phase 2: Digital Campaigns (2-4 Weeks – Pre-Show)

 

Step 6:

Begin promoting these events through a series of multi-channel efforts.

This can include personalized emails from your sales team, marketing emails from your marketing automation platform, LinkedIn Inmail campaigns, or account-based display campaigns.

Begin promoting the event at least 4 weeks before the event to ensure that your attendees have enough time to plan ahead and can commit to attending.

At the event, you can tailor your renewal or expansion approach based on the account intelligence aggregated during the initial research phase.

 

Phase 3: Measure and Repeat (Ongoing)

 

Final Steps:

Determine your success metrics. Using previous event registration and attendance records as a benchmark, determine if your ABM-infused event strategy is yielding results.

Survey your customers and prospects on their experience at your event and determine.

Finally, create a Salesforce campaign to track the deals closed or influenced by the event.

 

Desserts

Complex ABM recipes for highly strategic goals

 

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.

 

Mise En Place

Bonus: Technical Setup

 

Before any meal, it’s important to get your house in order and for every cook in the kitchen to know their responsibility.

ABM is a top down approach, so it’s important for leadership to really guide the decisions at this early phase so that every team member is aligned on the go-to-market (GTM) plan.

 

Step 1: Choose an ABM sous-chef

With the CMO as the obvious executive chef, your sous chef (or ABM champion) should be the first person chosen to really execute your ABM strategy.

 
For high-growth organizations, this is typically the outbound marketing or demand gen lead.

 

For retention and expansion focused organizations, the field or customer marketing manager might be the best choice.

The rest will each continue to act as individual contributors, providing pieces of each meal when required.

Some dishes are complicated and require a lot of coordination. Some are more basic and only need a few players.

It’s the sous-chef’s responsibility to create a menu (or sequence of ABM tactics) that your team can measure and iterate for a fully-scaled ABM program.

 

Step 2: Set Up Your Account Data Hub

For an ABM program to truly work, your team has to be working off of the three tenets of account-based marketing to engage net new accounts, progress deals forward, and renew and expand continually.

 
These tenets are fit, intent, and engagement.

 

CRMs are great for housing fit data – the fields that define relatively static info about a company or person like industry or size. They are also great for tracking stages through a pipeline or managing processes like contract approvals.

What they’re NOT great at is managing the type of dynamic data that marketers need to launch the right campaigns to the right people at the right time.

That’s where an ABM platform comes in – to easily aggregate your account intelligence in a way that’s easy to action.

For data that changes over time, ABM platforms are designed to hold that data and make it readily available when it has meaning. This makes it easier for marketers to run campaigns off of.

Setting up a mechanism which aggregates this data into an account-based framework within your CRM usually requires a marketing ops or marketing automation admin’s involvement before you can launch targeted campaign.

ABM platforms free up marketing ops resources so your most in-demand person isn’t spending hours bringing together data in different formats every week.

 

Option 1:

One option is to have your marketing ops team coordinate with sales, success, finance, and leadership to determine the criteria and through a mix of spreadsheet and CRM wizardry, come up with a list of target accounts to be shared among the teams to run ABM tactics against.

This can come in the form of SFDC reports or a shared spreadsheet that teams can copy and sort, but this approach can be hard to maintain or scale each quarter.

It also tends to fall victim to more subjective judgment vs objective observations of behavioral data.

These reports should include, by account:

  • Most visited high value and awareness pages
  • Website engagement and if they are trafficking your site more often than usual
  • 3rd party Intent surge information sorted by topic
  • The most active known contact
  • Number of known contacts
  • The number of unknown contacts trafficking your site (which can tell you the size of the buying committee and if more contacts are needed)
  • Whether they’ve had an opportunity opened and lost in the past

Other reports might include:

  • Revenue influence per marketing campaign

This report would require you to collect all of the campaign touches and responses, and then calculate the revenue influence across different channels.

From here, you’ll need to create a system which can also transmit this information to your SDR and AE teams, so they can see the campaigns being run and the results.

The caveat with this is that someone will need to own maintaining this system by aggregating into a single view:

  • Web visit data by
    • Known traffic
    • Anonymous traffic (using a reverse IP lookup tool)
  • Account firmographics
  • Account technographics
  • Opportunity details (stage, amount, etc.)
  • Marketing campaign responses (maybe via account or lead score)
  • Sales interactions
  • Intent data stream
  • Reports across CRM objects

That’s a lot of prep work before you can even begin launching campaigns.

 

Option 2:

Another (easier) way is to select a robust ABM platform that syncs 1st and 3rd party data together in a way that’s easy to distribute among the necessary players, based on the criteria that really matters.

 
Fit:

With our Account Hub, you can sort and build audiences dynamically based on firmographics (company size, maturity, industry), technographics (tech stack), and revenue potential (ACV, renewal dates, etc).

 
Engagement:

Terminus also tracks 1st and 3rd party engagement data by account, so that you’re able to engage the entire buying committee through targeted multi-channel programs.

With our proprietary AI-powered Engagement Spike models, you’ll be able to tell when an account is heating up and what inbound and outbound campaigns they are responding to.

By only activating when there is meaningful lift, it eliminates the problem of maintaining scores over time and overvaluing larger accounts.

 
Intent:

All Terminus customers have access to best-in-class intent data from Bombora, which uses a GDPR compliant data co-op powered by AI to source it’s intent data from the internet’s premier websites – not a questionable bidstream data source which lacks sophistication (and consent).

 

Step 3: Integrate the best ABM-enablement tools

Account-based marketing is a programmatic approach to identifying and attracting target accounts. Here is a list of recommended providers which can be incorporated into any of the above recipes.

Direct Mail Vendors

  • Sendoso
  • PFL
  • Alyce

 

Sales Enablement
  • Outreach
  • Salesforce Engage
  • SalesLoft
  • Yesware

 

Web ID
  • Kickfire
  • Terminus

 

Email Tools
  • Hubspot
  • Pardot
  • Marketo
  • Mailchimp

 

Step 4: Understand and organize your dinner guests

Once you have your ability to sort accounts by fit, intent, and engagement – you can create target account lists and begin running multi-channel plays against them, but it doesn’t start or stop there.

It’s important to tier your accounts so that you can better scale your programs.

 
This requires an inherent understanding of your TAM and ICP.

 

What does TAM mean? Your total addressable market (TAM) comprises all the accounts (or companies) that you could possibly ever sell to. This is how much revenue you could possibly make from selling your existing set of products and services.

If you are a bakery, your TAM is comprised of all the local households in your neighborhood or within delivery distance who eat baked goods.

Your total addressable market (TAM) is finite.

An ICP is a criteria-based description of the company that’s the best fit for your offering. This can include firmographics, like company size and industry, technographics, like different marketing technologies on the website, and more.

In ABM, we stress the belief that there aren’t endless companies that will both purchase and be successful with your offering. Unless you target the right customers and retain them – you’ll be out of business before you know it.

That’s why it’s important to be able to tier your programs to target the ICP which is demonstrating signs it is in market first, and other companies second (or even third). Additional layers might include deal size, velocity, and renewal rate.

You might be able to sell a single bagel to a walk-in customer once, but your focus could be on finding companies who order bulk for their employees or marketing to couples demonstrating in-market behavior for a wedding cake likely to refer you to others.

ABM is all about figuring out the best way to prioritize your efforts to land the best deals instead of focusing on the smaller quick wins.

A few tiers might include:

  • Tier 1: ICP + intent + engagement (aware of your brand)
  • Tier 2: ICP + intent OR engagement
  • Tier 3: ICP currently unengaged/no intent

Pull a list from your CRM and begin slicing and dicing until you have a few tiers for a pilot program.

Once these steps are completed, you can begin constructing your menu.

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