The Latest from the ABM Experts
December 7, 2016
Terminus Untapped! A Meetup of Account-Based Marketing Superheroes
Written by Lauren Patrick
Terminus is thrilled to host our first customer conference for account-based marketing!
The inaugural Terminus user conference took place on December 7th at the Marriott Marquis in Atlanta. Our honorary “Terminators” are B2B marketers who are pioneers in their organizations by driving demand with account-based marketing (ABM), partnering with sales to accelerate pipeline, measuring and communicating success with Terminus, and following the #FlipMyFunnel model for doing ABM at scale.
Untapped was an exclusive conference for Terminus customers to learn more about their account-based marketing super powers.
Throughout the day, we discussed the future of account-based marketing and delved into how marketers are getting the most out of the Terminus platform. Our executive team at Terminus also demonstrated new product features and shared where our ABM solution is headed for 2017 and beyond. We created a ruckus with the first Terminus account-based marketing user conference, Untapped! Here’s what went down:
8:45 a.m. – Terminus Uncovered
9:30 a.m. – My Terminus ABM Journey: Don’t Make The Same Mistakes I Did!
Presented by Jeff Soriano, Senior Director of Demand Generation at Wyng (formerly known as Offerpop). Jeff’s ABM journey all started when Jeff’s boss asked, “Are we doing ABM?” After several conversations, he discovered the #FlipMyFunnel model for account-based marketing. Jeff also learned more about account-based advertising and how to get contacts to opt in.
The big “ah ha!” moment was layering in advertising campaigns with account-based marketing and working with the sales team on a target list of accounts. Learn more from Jeff’s customer testimonial.
10:45 a.m. – Getting Sales to Have a Crush on Marketing
- Keep it simple
- Take a holistic and integrated approach
- For leads, quality trumps quantity
- Communicate, communicate, communicate!
- Align your teamsL sales, IT, marketing, ops, etc.
In summary, leveraging Terminus and account-based marketing truly helped Peter’s team at InTouch crush their goals and spread the love between marketing and sales.
11:15 a.m. – The Future of Terminus
Bryan Brown, our Chief Product Officer and newest executive at Terminus, shares why 2016 was the year of account-based marketing. Our customers ran more than 3,500 ABM campaigns targeting 200,000+ accounts reaching millions of devices.
Bryan also gave attendees a sneak peek at the new version of the Terminus ABM platform which provides better insight on all of our customers’ account-based marketing campaigns. Here are highlights for upcoming product innovations in 2017 and beyond:
- Adding more data & titles for improved targeting
- New channels for account-based targeting
- New matching algorithm to expand reach
- Sales enablement tools
- Integrations for the Terminus ABM Cloud
- New Account Hub with Campaign Progression
- Heavy investment in our data AI
- Visitor ID – ABM-style web tracking
1:00 p.m. – The Framework to Account-Based Marketing Success
A big opportunity for Rosetta Stone was to upsell existing clients on a new product, Catalyst. Using Terminus and this account-based strategy (below), they were able to generate a 70% increase in opportunity accounts.
1:30 p.m. – Telling a compelling story for and with ABM
Chapter 1 = Preach
Getting the whole organization aligned on account-based marketing includes buy-in from marketing, sales, and customer success. Marketing has to preach the gospel of ABM!
Chapter 2 = Test
The next part of this account-based story was for Nate’s marketing team to determine what type of impact they could make. The team decided to test these types of accounts:
- Land & Expand
The Domo team identified the low-hanging fruit and off they went! One of the key learnings from this process was the fact that Domo needed to have multiple people involved in the ABM effort including account executives, account development, the customer success manager, and the account’s champion.
“Not everyone will immediately buy in, and that’s okay,” Nate said, citing an example of how his team took one account from 200 users to 800+ users in just a couple of months
Chapter 3 = Invest
“The philosophy of ABM is not new. It’s the technology that has changed,” Nate said. “In order to scale, you’ve got to invest.” For Domo, this meant investing in an account-based marketing tech stack which includes Terminus, DiscoverOrg, EverString, Engagio, and PFL.
Chapter 4 = Build
The next part of Domo’s story was to build account lists. The team took a three-tiered approach listing 50, 200, and 1,000 accounts that fit Domo’s ideal customer profile (ICP). They assessed what content they could use for engaging these accounts, and what additional content needed to be developed.
Chapter 5 = Create
Domo’s customers shared sentiments such as:
- “Domo is the first thing I do in the morning…”
- “It’s like my morning coffee…”
- “A perfect way to start the day…”
Based on what Domo’s customers said, Nate developed the campaign idea: “Wake Up with Domo!” Using PFL, Domo did a direct mail campaign containing branded swag.
In addition to the direct mail, Domo leveraged Terminus to target contacts in those key accounts by surrounding them with advertising. The ads pointed to a landing page where the sales team could follow-up.
This story isn’t over yet! We’ll be sure to share Domo’s results from the “Wake Up with Domo!” campaign as soon as they’re available.
2:00 p.m. – Terminus on ABM
Stephanie Kelly, Director of Marketing Operations at Terminus, explained exactly how Terminus has built an ABM program with the Terminus software at the center of operations. Utilizing Terminus, she created a pipeline velocity program that works closely with sales development to accelerate and grow the sales pipeline.
To begin this program, Terminus created an entirely new framework to lead the campaign:
Stephanie explained her takeaways from running campaigns solely using ABM for events and expanding reach into accounts for inbound efforts. She also gave her top lessons learned about using ABM for ads, content, and tools. These included:
- Spend more time identifying the right accounts
- Constantly improve ads and messaging
- Effective, targeted content is hard
- Involving the whole team is critical- sales, content, creative
- Set clear KPIs that matter
- Invest time in fully learning the tools you’ve implemented
- Data is king
3:45 p.m. – Expert Panel – People, Process, and Tech of ABM
- Masha Finkelstein, Demand Generation Lead at BetterWorks
- Christine Jennings, Director, Integrated Marketing Campaigns for Sales Cloud at Salesforce
- Aditi Karandikar, Director, Demand Generation & Marketing Operations at Panasas
- Adam Polaszewski, Senior Director of Demand Generation Strategy & Marketing Operations at Support.com
Moderated by Thomas Shields, Director of Product Marketing at Terminus
4:15 p.m. – Closing Thoughts
Sangram Vajre, CMO at Terminus
What were your favorite #ABM moments from Terminus Untapped?
Let us know in the comments section below!