The Terminus Rock Star behind it all
Getting The Band Back Together:
SaaS Company Goes Double Platinum With ABX, Driving 100M in Pipeline
Amber Bogie
Growth Marketing Director
When she is not doing her day job, advising on CABs, or leading as a Board member for Peak Community with her maltese on her lap, she is living her best Yogi life in ATX. She spends 20 hours a week practicing yoga, teaching yoga or taking yoga training, you should see her chaturanga y’all.
Marketing Hot Take:
fun fact
How'd you get here?
Tell me I can't and I will show you I can. I am here today because inspiration, inquiry and passion. My community of Marketers inspire me daily to question ideas, try new things and solve the unsolvable. My inquisitive nature drives me to dig into data to find patterns, whether they illiminate successes or failures. My passion fuels my dedication to shaping and redefining where traditional marketing meets tomorrow's. I am a marketer at heart, what can I say!
Demandgen and ABM should be one team, because ABM is just good B2B marketing.
For Amber, It’s Account Based
Amber is the quintessential example of a marketer committed to a full-funnel account-based strategy. ABM is everywhere. The data flows throughout the entire marketing and sales process. You could even say that, it’s actually about “Account Based Everything.”
Not only did Amber and her team successfully deploy full-funnel ABM campaigns for each of this Learning Experience Platform’s three primary product lines, but they have also strengthened their partnership with sales – and Sales’ ABM buy-in – by sharing key intent data and helping build a “self-serving sales army”.
Everything
… and Terminus helped them with it all.
The Challenge is Always How to Get There
For WebPT’s marketing team, knowing whether they even had the right people was key to their success, too. With little visibility into a prioritized account list based on intent, they were relying on sales to guesstimate on their account nominations — which is akin to throwing darts at a dartboard without a bullseye. Once he had that capability, his team could begin building a cycle using email experiences. But because sales viewed this as tedious administrative work, marketing didn’t quite have the buy-in needed to set up a successful account-based marketing (ABM) program. “ABM should be sales-led, but relying on sales to have all the knowledge on all the accounts is not sustainable,” he said. “Having something with intent and also first-party data really helps our BDRs go out and say ‘hey we know this account is spending a lot of time reading about this specific product.’”
“It’s just about getting the right things in front of the right people,” Doug said.
go back
Amber had a full-funnel marketing strategy and the desire to scale. But the challenge is always how to get there.
They needed the right marketing tech stack. They also wanted a strong partnership with Sales – to be able to speak their language, understand their sales cycle, and translate marketing language to sales language.
How They Did It
They added Terminus to its marketing tech stack for its Ad Experiences, so they could run precision-targeted ad campaigns for their three Learning Experience Platform product lines - and added Email Experiences to extend their multi-channel approach. Then, they created approaches for each stage of the funnel, with each campaign pointing to a custom content hub.
Terminus products used:
Ad Experiences
Chat experiences
email experiences
Web Experiences
Data Studio / Measurement Studio
(with new LinkedIn integration)
“This is where the true opportunity lies in scaling ABM.”
Finally, Marketing employed Data Studio to secure critical intent data and relay it to Sales … and, once received, Sales quickly changed their perspective on ABM. “Terminus served as a catalyst to strengthen our partnership with sales and enabled ABM to become a sales enablement arm,” said Amber Bogie, Growth Marketing Director. “This is where the true opportunity lies in scaling ABM.”
See the Funnel
Building a
Doug is already planning his next stop: Alternate banners. This will allow internal WebPT senders to have the option to select which banner they want to use in their own personal email through a Google Chrome extension. This gives the sales team member the freedom to give a more customized experience based on the conversation he or she had with the contact. One size never fits all.
To effectively scale ABM, you need to enable sales from both the top down and bottom up because there are two separate priorities, languages, and data sets. All levels need to have the right resources and know how to action them. “Not enough marketers understand the massive requirement for sales enablement, especially for larger sales teams,” said Amber Bogie. “For us, it was about building a “self-serving sales army”.
It’s why they undertook the following:
Added an ABM Sales Enablement role to its team.
Educate the global sales force on ABM from the top down and bottom up Embrace data engagement and support over and above simple account changes and account updates Ensure the Sales experience is translated back to Marketing
In addition to an ABM Director and two ABM Campaign Managers, they are also bringing on an ABM Sales Enablement Manager, whose responsibilities include:
Sales and SDR turnover is high industry-wide. New reps are the hungriest and have fresh eyes and a sense of urgency, so educating new salespeople on ABM as part of onboarding is critical.
Leveraged onboarding to start the education on ABM from the beginning
Load intent data into Salesforce, deliver weekly intent data into Sales’ inboxes, and use it to build monthly plans with top accounts Get the ABM team on the monthly onboarding meeting to host training and optimize onboarding Produce dashboards including all important data reports and spiking accounts to provide Sales full visualization of their entire territory, including MQA and Demo requests requiring follow-up Provide Terminus high value and high awareness reports Host weekly 1:1 updates on most active accounts via slack Teach Sales how to create their own 1:1 experiences
Delivered resources, tools and data to create a ‘self-serving sales army’
Self-Serving
Sales Army
Step Three
Steps One & Two
Results
Salespeople doing lower activities (2X lower) + ABM are seeing average of 3x meetings, 2X ops and pipeline of over 10x in many.
36%
Intent campaign - 34 meetings, 12 opptys, 1.7M in pipeline (light lift campaign based on intent)
conversion rate from meeting to opportunity
in NN pipeline
+20%
in op size
+5%
YoY increase in pipe
+11%
Meeting to op conversion rate
3%
higher
in ABM pipeline in year 1
$100m
28% of 2020 pipeline generated by ABM efforts/ 34% in Q4 alone
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