The Latest from the ABM Experts
September 26, 2017
3 Game-Changing Benefits of the Terminus + Salesforce Integration for Account-Based Marketing
Written by Shauna Ward
Category: Account-Based Marketing
For B2B teams, Salesforce is often used as a single source of truth — a data-rich platform supported by powerful integrations that Marketing, Sales, and Customer Success all rely on.
However, Salesforce on its own is not built for account-based marketing (ABM). Fortunately, Terminus’ Salesforce integration makes it easy for marketers to target, engage, manage, and report on their account-based advertising efforts.
How the Terminus Integration with Salesforce Works
We use the Salesforce.com API to add accounts in your Salesforce database to your Terminus advertising campaigns in an automated nightly process, allowing accounts to dynamically flow in and out of campaigns based on predefined rules.
We run this list of accounts against our database with billions of data points that allow Terminus to precisely identify and target business professionals by company, department, and role. Because the targeting is cookie-based and not IP-based, this allows you to reach the right individuals at the right accounts with your digital ads.
You don’t need to use Salesforce to see success with Terminus, but integrating the two platforms does provide a wealth of benefits, namely:
- Allowing you to run ad campaigns with dynamic audiences based on the criteria that matters to your business
- Providing in-depth account-based marketing reporting for every stage of your sales cycle
- Giving your sales team a clear view of account engagement
Let’s take a closer look at these three major benefits of the Terminus ABM integration with Salesforce.
1. Target Dynamic Audiences with Advanced Segmentation
Because we run a nightly Salesforce sync, your Terminus campaigns and tactics will update every day to include only accounts that match your predefined criteria. For example, if you’re running a pipeline velocity campaign and an opportunity stage changes to closed-lost, that account will automatically be removed from your Terminus tactic, requiring no manual work for you.
You can segment your Terminus advertising tactics by any field in Salesforce, including custom fields. Common fields Terminus customers use to run ABM campaigns include:
- Opportunity Stage – When your goal is to move open opportunities through your sales pipeline more quickly, you can run a pipeline acceleration campaign using the Opportunity Stage field. By creating a stage-based campaign, you can serve different messaging and creative to accounts at each stage of the funnel. This also allows you to measure pipeline velocity and get insight into the messaging that helps you accelerate your sales process.
- Account Type – Many Terminus users leverage ads to engage their customers, not just their prospects and opps. You can segment accounts by Account Type to make sure you’re reaching (or excluding) your customers in a Terminus campaign.
- Account Status/Lead Status – Depending on how your Salesforce instance is set up, you may use Lead Status or Account Status to segment your Terminus campaigns. Alternately, you can use Lead Status to run lead-to-account nurture campaigns that expand your reach from an inbound lead to the rest of the decision-makers at their company that you may not have contact info for.
- Firmographic Data – Fields with firmographic data, such as company size and revenue, are a simple but effective way to segment your account-based advertising campaigns. Segmenting by company size is a great way to ensure you’re spending your ad dollars effectively so each account gets enough coverage. (Think about it: 1,000 ad impressions at an enterprise company will not have the same effect as 1,000 at a small business.)
- Intent/Predictive Data – If you use a predictive tool such as EverString, you can use this data to pull accounts into a campaign when they demonstrate purchase intent. This is an incredibly powerful way to get in front of your target accounts when they’re actively researching solutions like yours. You can also use Terminus’ Account-Based Visitor ID feature to import website engagement data into your Salesforce instance and run Terminus campaigns based on that data. For example, you could create an audience of target accounts that have at least 5 unique visitors or accounts that have engagement higher than a specified threshold.
- Account Tier – If you tier your target accounts based on priority, revenue potential, and/or ICP fit (how well they match your ideal customer profile), you can use this field to serve different ads to accounts in different tiers. Alternately, you can serve the same ads with a smaller budget to lower priority accounts.
- Opportunity Loss Reason – Many of our customers run “wake the dead” campaigns to re-engage inactive accounts in their databases. By targeting accounts based on the reason the opportunity was lost — for example, a lack of budget — you can serve relevant messaging to key stakeholders at these companies.
- Competitive Data – If you’ve identified a list of your competitors’ customers that you want to win, you can use this custom field to serve competitive messaging to the buying center at your target accounts.
- Campaigns – You can engage accounts that belong to a specific Salesforce campaign with digital ads just like you would do with an email nurture program. This is particularly useful for webinar or event follow-up. You can make sure you’re nurturing the attendees via email and expand your reach to the rest of the account using relevant Terminus ads.
The options here are virtually limitless, so you can run Terminus campaigns based on the factors that matter most to your business.
2. Get Deep Visibility into Account Acceleration & ROI
Progression reporting in Terminus gives you insight into how your account-based advertising campaigns are impacting pipeline velocity and potential revenue. By setting stage-based progression rules, you can see how quickly accounts in different campaigns and tactics move through the sales cycle.
Using information pulled directly from Salesforce, the blue box shows the percentage and number of engaged accounts (accounts that have been served at least one ad) that progressed to the next positive stage of the sales cycle and the revenue value of those progressed accounts. You can drill down even further to see how many accounts are in each stage and the revenue value by stage.
You can use Terminus’ Progression Reporting to generate a monthly or quarterly report in Salesforce that shows pipeline velocity (the average days it takes an account to progress to the next positive stage), progression rates, opportunity creation and win rates, and ROI influenced by your Terminus campaigns.
Using Top Row Metrics in Terminus, you can also report on opportunities created and closed-won deals. Terminus surfaces all the companies that were served ad impressions and then were converted to an opportunity and/or a closed-won deal. This powerful feature allows you to show your Terminus campaigns’ influence on creating pipeline and generating revenue without creating any new Salesforce reports.
3. Give Your Sales Team Insight into Account Engagement
Terminus’ bidirectional sync with Salesforce allows you to push Terminus data into your Salesforce instance, including ad impressions, clicks, campaign spend, and velocity (in other words, engagement levels) by account, lead, opportunity, or campaign.
Your sales team already uses Salesforce to keep track of their accounts, and this feature gives them even more visibility into how their accounts are engaging with your marketing activities.
Take the following opportunity within our Salesforce instance, for example:
As you can see, we have served this account 250 ad impressions that resulted in 2 clicks for a total cost of $2. When the account’s AE sees this data, they know that key stakeholders have not only seen our targeted ad but also clicked through to view our marketing offer. The offer itself is ungated, so even if no one from the account has filled out a form on our website, the AE knows they’ve been engaging with us and showing interest in our product.
You can even use Terminus data to build workflows for your sales team. For example, you can trigger an alert to an account’s AE when their ad impressions and/or engagement reaches a specified threshold.
More Benefits of Terminus + Salesforce for ABM
To learn more about using your Salesforce CRM to report on the impact of your account-based advertising campaigns, read the step-by-step guide to ABM reporting with Salesforce.
Want to see Terminus in action and discuss how account-based advertising can play a role in your ABM program? Schedule a demo with one of our ABM specialists now.