The Latest from the ABM Experts
June 17, 2020
Spice Up Your Response Rates with Chili-Based Engagement
Written by Joel Garcia
Like most organizations, Terminus has built our expansive website leveraging industry best practices to serve a wide variety of tactics and objectives. Our team manages an ever-growing list of pages dedicated to keyword optimizations, personalized account-based initiatives, educational content, ongoing product announcements, new customer stories, and much more.
For non-Terminators, it might seem daunting to 1) measure meaningful engagement through an account-based lens, 2) deliver these insights to your sales team clearly, and 3) then take significant action as quickly as possible.
Fortunately for Terminus and our customers, we can complete all three objectives at the same time – and the secret is chili peppers 🌶.
What do the chili peppers mean?
More chili peppers = more engagement. It’s that simple. Our platform applies statistically relevant web engagement directly to the accounts in your CRM and shares it in a way that’s easy for both sales and marketing teams to take action upon. And, while slightly more technical, the mechanics of the backend aren’t much more complicated.
Similar to Bombora intent surges, Terminus leverages machine learning and our Visitor ID tool to measure meaningful research behavior on your website and apply it to every account in your CRM. By applying an algorithm to the number of visitors and visits to groupings of high-value pages (see Engagement Models), we can determine if the level of web engagement for a particular target account is high enough to be considered “spiking”, or indicative of growing intent to purchase.
You tell us which pages should be grouped and how they should be weighted, and we tell your sales and marketing teams which accounts are showing statistically relevant engagement based on those models.
Engagement models are particularly useful for organizations that have a broad range of personas and use cases, have multiple products and expansion opportunities, rely heavily on ungated educational materials to drive traffic, or cater to multiple industries.
Note: Customizable engagement scoring also recently got an upgrade, check it out in our most recent release!
How does Terminus use Engagement Models?
At Terminus, we use a combination of models to support our full-funnel approach, measuring top of funnel engagement (blogs, educational content, infographics), mid-funnel engagement (case studies, feature pages), bottom of funnel engagement (pricing and implementation materials), and post-purchase (utilization and expansion) content. Both our sales and marketing teams look at the Engagement Model data to prioritize and personalize our outreach.
How does this help sales?
With our Engagement Spike models, we can surface the “hottest” accounts demonstrating meaningful engagement to our sales team as opposed to setting up email alerts when a single tire-kicker from an account visits a single page.
They can also see which models an account is surging for, which might include products or features (email signatures, account-based ads, account-based measurement, intent data) or use cases (pipeline acceleration, account-based marketing strategy, marketing attribution, account selection).
Our sales team can see these models on the account record within their CRM and can filter, create a custom view, or simply eyeball the accounts with the most chili peppers. This becomes a go-to personalization guide that helps our sales team craft and personalize the perfect message based on what they are looking at and who they are .
Personalized email example:
Here’s a quick example of what our sales team sees and how they take action:
This is [Account]’s Terminus Account Insights page in our Salesforce instance. It provides a great snapshot to help sales teams easily see intent spikes and understand marketing’s influence on accounts.
There’s been a recent increase in anonymous page visits from [Account], and I have no idea who that might be, but based on your title as Senior Director of Global Demand Generation, I thought you might be the most appropriate person to connect with.
As you can see in the picture, we have connected with [Contact] from [Account] before, but our platform has seen a tremendous amount of additions in that time (including Sigstr and Ramble Chat), and I’d love to share a little more with you on how it can help you drive more revenue from your target accounts.
Let me know if a high-level conversation is something of interest and I’ll find a convenient time on the calendar!
How does this help marketing?
For marketing purposes, we can automate ad tactics based on the specific interests of the account. Combined with the intent data from Bombora and relationship data from Sigstr, Terminus can plot and trigger a surround-sound digital experience that grows more personalized and across multiple channels as an account progresses through your pipeline. It also allows us to use ungated content more frequently and reduce the friction from engaging with our thought-leadership pieces.
Bonus points are awarded for using the known and unknown traffic to estimate the size of your buying center. Within this same in-CRM module, your sales team can also see digital advertising results from the marketing team’s ads programs and other web behavior, so your team knows exactly how to follow up and can stay aligned on messaging.
Marketing can also deliver these data points to sales in a weekly report, which provides a list of accounts showing spikes of engagement week-over-week and includes the number of visitors from each account, how many High Value and Brand Awareness pages they engaged with, and whether they’re a new or repeat spike. This ensures your sales team will always follow up on the accounts receiving air cover, and can prioritize warmer accounts that have seen your ads and your website.
Engagement models also help us determine the effectiveness of our digital strategies for ABM, by allowing us to filter out the potential digital noise of SEO and top of funnel content from high-value materials and measure organic engagement alongside paid channels. This information can be invaluable for planning your content strategy for subsequent quarters.