Influenced $5.6M in Revenue
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with Targeted Advertising
A Terminus Rock Star Success Story
About
Over the last two decades, Array has been utilized for over 10,000 life sciences events, and their solution allows hosts to engage with more than 90% of their participants, increasing knowledge transfer and brand awareness. All the while, Array uses meaningful analytics to build an actionable profile for event participants. From expertise in complete production of in-person, virtual, and hybrid events to advanced analytics interpretation, Array’s knowledge in the hybrid life sciences event category is a strong differentiator.
How Array Helps Maximize Your Events:
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Create meaningful interactions with Content Engagement Technology.
Eliminate surprises on event day with Client Success Services.
Improve business outcomes with Analytics & Insight Management (AIM).
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The Array platform helps reduce distraction and increase knowledge transfer, and it provides a consistent experience for attendees using an Array Managed iPad® (or your own device through a secure web portal!).
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Support presenters before, during, and after the event and collaborate with program management teams to pull off events that exceed expectations. And with our experience, we’ve seen any problem that can arise, so we’re ready to fix it before you have a chance to ask.
The Array team will parnter with you through every step of the event lifecycle to ensure that you collect metrics that align with your goals and can analyze it for actionable insights that impact your business.
Big Stats, Big Wins
How has Array done after their first year with Terminus targeting 250 accounts?
Account Engagement:
Client Retention:
42%
ABM Impact:
In Revenue Influenced
$5.6 M
+112%
increase in engagement from target accounts
28%
increase in customer renewals
More Opps:
increase in opportunities
The Terminus Rock Star behind it all
Ryan Gunn
Sr. Marketing Manager
Any fun facts?
What's your marketing hot take?
Before we all moved to different parts of the country, I was in a band called Overtones. I played rhythm guitar.
I have two dogs; a husky/bulldog named Giles, and a little pitbull mix named Willow (those may sound familiar to Buffy fans).
Every marketer needs to take a creative writing workshop. I spent my undergrad as an English major and gained more skills I use today from creative writing classes than I did from my MBA program. You learn creative thinking, how to put yourself in another person's shoes (whether that be a fictional character or your ICP), how to give and receive critical feedback, and most importantly, how to communicate clearly and concisely.
What instrument would you play in a real band?
How'd you get here?
Guitar all the way. A Fender Jaguar Special HH to be exact!
I got my MBA because I wasn't sure what I wanted to do with my career. During that time I found my marketing classes to be extremely lacking in digital marketing education, except for one assignment, which was a case study on Hubspot. I dove into the Hubspot ecosystem, got certified, and found my next 2 jobs based on my Hubspot experience. At the second job, I became more interested in the concept of ABM even though I wasn't actually familiar with that term. Since we had a pretty tightly defined ICP, I began using LinkedIn ads to target our prospect accounts, but kept thinking "there has to be a better way." This led me to the books ABM is B2B by Sangram Vajre and Eric Spett and No Forms. No Spam. No Cold Calls by Latane Conant. This is where I formalized my interest in ABM. I sought out a job where I could really explore those concepts and build an ABM program of my own.
What’s on your rider?
Sour Patch Kids, LaCroix, and Cape Cod Kettle Cooked Chips
Setting the Stage
Any new job comes with some level of stress. When I started at Array, we were in the middle of a complete rebrand. So I knew from the start that I’d be charged with taking a new message to the market, but we weren’t even fully settled on what that message would be. No problem–I like a challenge. But, Array hadn’t done traditional marketing at scale in the past, so I didn’t have a program to continue or build on. I was starting basically from scratch. What existed was a little outdated, and the business at that point had mostly gotten by with word-of-mouth marketing. These challenges can be addressed by any number of marketing solutions. But one more challenge/opportunity was introduced that made ABM the right strategy for us; we were focusing in on a new, narrower segment. We made the decision to target life science events. So we had a lot of ground work to do, like narrowing down our target account list and creating the right account stages.
This brand-new-to-us audience needed a heavy dose of brand awareness. ABM was the right strategy, and we believed that Terminus could help us execute it.
The Challenge: Starting ABM After (Or During?) A Total Rebrand
How did you get there?
Get your CEO Involved
I recognize that this might not be on your list. You can make your boss a believer, or at least a willing participant. If they can talk to other companies who have tried ABM, all the better. An added bonus was having a trusted agency partner, Mojo Media Labs (now part of Gravity Global), who was also a Terminus customer. They were able to back up the claims Terminus made, which meant more peace of mind for us. With that confidence, I jumped in with both feet and waited to see what kind of results would roll in.
Rally your sales team
If your sales team starts to see higher quality leads and more closed deals, they’ll start to take part in the conversation more and more. You need to know what problems you’re solving for your ICP. Your sales team wants to know how ABM is making their life easier. The Terminus Salesforce integration made it simple for our reps to see the results we were producing, and to do highly personalized outreach to specific accounts.
Segment the funnel
We focus on the number of accounts moving through our "account stages" and the pipeline and revenue influenced by marketing. When accounts are active on our site, clicking around content, and showing intent on relevant topics, everyone starts to see that the ABM approach really works.
Show evolved ad creative
Your old ad creative might not cut it with your new, tightly defined ICP. Don’t be afraid to update creative to match a new direction.
Have a rock-solid ICP
Define your ICP, market to that profile, and stick with it. The leads don’t all fall out at once. It takes some time, so try and be patient. Get your marketing, sales, and leadership to rally around your list.
Leverage LinkedIn ads through the integration
Effectively communicate your strengths through usable content on your site, share wins on social, and push messaging out through paid ads (we like LinkedIn). With the right focus on your ICP, you will find buyers and influence revenue.
We were initially very, very focused on awareness campaigns, and we’re starting to build out more of that full funnel approach, but the awareness metrics we saw were really, really impressive. We were able to increase the number of activated accounts (meaning they’ve visited our website in the last 90 days) by 136%, which is way better than we expected. We set a really ambitious goal to get half of our target accounts active on our website; we ended up getting 56% of them.
Know your ICP (ideal customer profile).
I knew from the beginning that we wanted to do ABM, but before you can get started, I learned that it’s really important to fully understand your ICP. Don’t waste time developing creative or segmenting lists until you know the ICP’s pain points, and how your value propositions solve them. Our early campaigns were too broad and didn’t perform as well as our later ones. I had to grow in my understanding of our ICP and what they responded to. For example, I learned that our prospects are more likely to engage with some of our content depending on which state of a clinical trial they are in–so we can show up as they’re starting to think about the events they’ll host. We went from no segmentation to getting pretty specific with our ICP, and awareness campaigns were really important. ABM was the answer.
Advice for someone starting an ABM program (is there anything you would have changed)?
Other Quick Wins?
