The Latest from the Go-to-Market Experts
September 21, 2021
Why Multi-Channel Campaigns and Account Targeting = ABM Success
Think back to the last time you bought something online. (If you’re anything like us, you don’t have to remember that far back…)
You might have seen an ad while you were scrolling through Facebook and hovered over it a bit longer than normal, thinking, “Huh. Well, that looks interesting, but I don’t need it.”
A day later, that same product might pop up on Instagram and you take a longer look. This time, you even click from the ad to the product’s website. And you’re hit with an interstitial asking for your email in exchange for a deal on the product you once thought you didn’t need.
Maybe you tossed the product into a cart, as we tend to do, just to think on it for a few days. Then comes the inevitable “You left something in your cart” email.
Finally—because you’re human—you pull that trigger and buy it. Without a number of targeted channels “speaking” to you with consistent, personalized messaging, you might have seen that first ad on Facebook and never thought about the product again.
THAT, in a nutshell, is why it’s so important that your marketing campaigns are multi-channel and target specific accounts. Your entire buying thought process went from not knowing the product existed, to interest and, ultimately, purchasing. All because you were the target of a multi-channel campaign.
Now, what if we told you this multi-channel B2C experience is actually the basis for a super effective account-based marketing (ABM) program? Let’s take a look at how you’d get your organization’s brand in front of a prospect using intelligent targeting and maximizing your channel coverage (and what you don’t see on the backend of the above example).
Creating Multi-Channel Campaigns
You’ve put the energy into your creative campaign theme, but that’s only part of the journey. It’ll fall flat and not reach your highest potential targeted reach if you’re not strategically engaging with your audience not only where they are, but how they like to receive content.
It’s more than a single social post or an ad—those pieces should be just a couple of the many components in your multi-channel campaign, all working seamlessly together with a consistent, coordinated experience. If this sounds daunting, don’t worry: You can manage and measure it all easily within the Terminus Engagement Hub.
Targeted Display Advertising
With Terminus Ad Experiences, you’ll deliver an experience that makes each prospect feel like they’re getting the VIP personalization treatment—because they are. You’ll have the ability to run your 1:1 ads across 69 networks and nearly half a million websites internationally. And you can coordinate this personalized, 1:1 across multiple channels! Invoca does it best in this example featured in the 2021 Terminus September Issue.
With precision targeting, transparent reporting, and retargeting, there’s never a question that you’ll be reaching the right people at the right time. In fact, retargeting is built directly into Terminus’ software, which will give you the opportunity to boost your click-through rate by up to 10x.
Email Signature Marketing
Your emails are extremely powerful. Not only that, but they’ve got the potential to be one of the most effective channels—or they can be extremely under-utilized. When you consider that the average employee sends more than 10,000 emails a year, that’s 10,000 opportunities to get important messaging in front of the right eyes. Terminus Email’s targeting functionality is based on the recipient’s email address, which means you can turn each email into a targeted ad channel by adding beautiful, personalized email signature banners. How can you target? Any way you want! Whether that be selecting the opportunity stage, sender-group, or internal-only, you’re sure to create an eye-catching addendum at the end of every email.
Here’s an example of how you can target by industry or vertical (thanks CrowdRiff!):
You can turn every page on your website into a personalized experience for your visitors with content based on their account name, industry, account list, or opportunity stage. With the option to choose from modals, pop-ups, fly-ins, or banner experiences, you can deliver juuuuust the right custom content for your prospects—and then track how they interact with it within Google Analytics.
Here’s an example of how we use a web personalization banner for any new accounts visiting our website:
When you’re talking about the sweet spot for engaging potential buyers on your site in a way that fits their lifestyle and, frankly, 2021 buying tendencies, chat fits the bill. They’re able to interact with a highly intuitive bot that can determine how to best suit their needs and connect them quickly to the right person for a meaningful interaction. Terminus’ Chat From Anywhere connects each touchpoint, from ads and emails to social media, to appropriately route the conversation, allowing the visitor to book meetings 24/7.
The new and improved Terminus + LinkedIn integration includes all LinkedIn advertising formats, including Sponsored Content, video ads, Lead Gen Forms, and more. Marketers can leverage the native tools within LinkedIn Campaign Manager using Terminus Account Lists. This integration makes it much easier for ABM teams to scale their multi-channel strategy with their segmented account lists.
Contextual targeting leverages a collection of keywords and phrases that scan ad site placement for textual content. This allows marketers to target their audiences with hyper targeted messages right besides contextually relevant topics. Use cases include:
- Drive more relevant traffic to your website.
- Competitive share of voice (deliver your message when content references your competitors in any context).
- Align relevant keywords and topics to specific job functions for more precise targeting.
Bonus: Native Platform and First Party Data
When you utilize native channels from a single ABM platform (like Terminus), you’re able to harness more first party data. This allows you to be more reliant on your own data and build upon this asset the more you advertise and market to your most important accounts. First party data in a single platform will ultimately drive better account identification and higher conversion rates. And most importantly, a connected account experience for your top customers and prospects.
The above are key players in any multi-channel strategy, for sure. But they’re not your only options. You can supplement any campaign with personalized email outreach, or fun freebies through direct mail. At the end of the day, it’s all about meeting your target accounts, where they already are, with exactly what they need.
Make it impossible for your prospects to avoid you, in all the best ways. You want to be top of mind when it comes time for them to purchase, and you want them to have all the information they can so they can buy their way. Because, ultimately, buying their way is buying your way, too.
Need multi-channel campaign inspiration? Check out the 100+ Terminus customer examples in this year’s September Issue.