The Latest from the ABM Experts
September 24, 2017
Unite Inbound & Account-Based Marketing Strategies with Terminus’ HubSpot Integration
Category: Product Updates
Integration with HubSpot Marketing Delivers Expanded Reach and Orchestration to B2B Marketers
Today, I’m excited to announce Terminus’ new integration with HubSpot! This partnership is groundbreaking for B2B marketers because it brings inbound and account-based marketing together for the first time.
In May of 2017, HubSpot announced its investment in Terminus. Brad Coffey, Chief Strategy Officer at HubSpot, asked in his Medium post, “Why would a company known for inbound marketing decide to invest in one known for account-based marketing?” The same could be asked for this integration — why?
In the minds of many marketers, inbound is the antithesis of account-based marketing. However, inbound and account-based marketing share many of the same core tenets. When done well, both share a relentless focus on the buyer and customer experience with personalized content, offers, and outreach. In fact, organizations that employ both approaches find considerable overlap between the two, and together, they are key drivers of growth.
HubSpot and Terminus are pioneers of the inbound and account-based marketing movements, respectively, both leading the charge on software innovation and category growth. So, it was a no-brainer to provide our customers this integration that unites the best of both strategies. In our conversations with HubSpot, we roughed out a visual that blends the inbound funnel with the flipped funnel of account-based marketing. (Maybe we should call it the bowtie funnel?)
As this visual shows, the Terminus account-based approach enables B2B marketers to expand reach around an individual lead who has entered the inbound funnel. In this way, marketers can create awareness and engagement among the influencers and decision-makers in their best-fit accounts. This works even if only one or a few people are proactively researching your solution, visiting web pages, and filling out forms.
Introducing the Terminus Integration with HubSpot Marketing
The Terminus integration with HubSpot Marketing allows B2B marketers to launch account-based advertising campaigns to amplify their message beyond the lead’s email inbox and reach the entire buying center at an account. From within HubSpot’s Workflow tool, marketers can trigger Terminus campaigns that nurture the entire account with digital advertising aligned to the email nurture program engaging the lead.
Terminus provides B2B marketers using HubSpot Marketing with automated account-based advertising that allows for:
- Expanded reach — Engage all the decision-makers and influencers at an account, even without their contact data.
- Marketing orchestration — Coordinate the right message across email nurture and digital advertising campaigns.
- Personalized outreach by persona — Deliver a tailored message to each persona and align tactics to each stage of the buyer’s journey with the most precise and granular targeting in B2B advertising.
- Engagement reporting — Use Terminus reports to understand how campaigns are influencing and engaging the entire account, not just the lead. Track digital advertising results, website behavior, and media spend at the account level to demonstrate marketing’s influence on generating pipeline and revenue.
This integration will enable marketers to not just deliver a lead to sales, but to provide qualified accounts where the buying committee is fully engaged, significantly increasing their likelihood to buy. Terminus’ ABM measurement tools provide insight into account engagement on your website — even those individuals that do not identify themselves through a web form. By complementing lead scores with measures of account engagement, marketers can confidently gauge an account’s interest and buying intent.
B2B marketers who take an account-based approach with Terminus see improved opportunity creation rates, shorter sales cycles, and larger deal sizes. Running an orchestrated, multi-touch marketing program leveraging the power of both HubSpot and Terminus will allow marketers to double down on these impressive results.
Using Terminus and HubSpot Together
Terminus and HubSpot both afford B2B marketers ease of use and flexibility, and there are many ways to use the two products together. In the image below, you can see how WP Engine’s email nurture and account-based advertising campaigns deliver their core marketing message to the lead’s inbox and across the web to the key stakeholders at their best-fit accounts. This stylized example of the HubSpot Workflow gives a sense of how email and account-based advertising can be automated and aligned.
Within the 7 ABM Strategies Framework, there are a few use cases that are especially well-suited for this integration:
1. Lead-to-Account Nurture
The lead-to-account nurture strategy is perfect for blending inbound and account-based marketing. It allows B2B marketers to “bolt on” account-wide outreach to a lead-based model. In fact, this use case was a key driver in establishing our partnership with HubSpot. Christopher O’Donnell, VP Product at HubSpot, shared his vision for this strategy in a Slack message to Brad Coffey.
2. Event Marketing
Prior to trade shows or other events, B2B teams often struggle to cut through the noise and reach the right attendees from the right accounts. Typically, this leads to flooding contacts’ inboxes with emails about the event with poor results. With the Terminus HubSpot integration, marketers can send a few high-value emails complemented by account-based advertising that builds awareness within the attending accounts that fit their ideal customer profile and are most likely to buy.
What about after an event? Usually, marketers attempt to engage the leads they gathered with email follow-up. However, that’s exactly what every other vendor is doing, so attendees’ inboxes are flooded with conference emails. By adding Terminus to their follow-up plan, B2B marketers can complement emails with digital ads that directly reach the decision-makers as well as other influencers in the accounts.
Terminus’ first-ever customer, Avere, employs this strategy with great success. Digital Marketing Manager, Gretchen Weaver, shares her strategy in this post.
3. Coordinated Sales Outreach
In the earlier examples, we extol the value of orchestrating marketing emails and account-based advertising to nurture both the lead and the buying center at target accounts. Marketers can also orchestrate coordinated sales outreach with marketing efforts, allowing for easier alignment across teams.
Imagine developing a campaign to target best-fit accounts in an important vertical. In HubSpot, you can build a Workflow that targets these accounts. The Workflow begins with Terminus account-based advertising to warm-up the key stakeholders at these account for a few weeks. Then HubSpot can automatically trigger an internal email to the salespeople who own these accounts, notifying them to begin a cadence of emails and calls. The key is for ABM practitioners to develop these cadences alongside sales leadership to ensure their messaging is aligned.
Our customer WP Engine utilized this strategy and saw a nearly 60% increase in email open rates from sales emails and 30% improvement in opportunity creation! Get more details in this post.
If you’d like to see a personalized demo of the Terminus platform, please request a meeting with one of our ABM experts.
Ready to read on? Learn more account based marketing vs inbound marketing and how they can work together.
Current customers can learn more about this integration from their Customer Success Managers. Email your CSM directly or send a message to firstname.lastname@example.org, and we’ll get back to you shortly.