The Terminus Rock Stars behind it all
tops the charts with a
increase in pipeline, by pairing
Terminus Chat + Ads
Digital Strategist – and idea machine – at Elevated Third
Business Development Representative at Elevated Third
more about angelica
more about jack
As a crazy history buff, I love exploring new cities, states, and countries as often as possible.
When I’m home, there’s usually a podcast on in the background while I’m playing with my dog, Cheddar, and cat, Vader.
“For paid search, if someone is saying it’s for “awareness”, they don’t know how to make it convert.”
Marketing Hot Take
During college, I had the opportunity to intern as a buyer in New York City. After my time at The University of Florida, I dove headfirst into marketing working at a digital marketing agency working my way up in the PPC Analyst position and working on clients like Perry Ellis and Lenovo. I wanted to expand my career far beyond paid search, so I decided to take on a role as a digital marketer to learn more about how digital impacts a business outside of just paid search.
How’d I get here:
I graduated from Missouri State and spent time in various sales roles. Having studied marketing in college, the combination of a marketing focused organization and a sales role was the perfect fit.
I traded in the hardwoods of Missouri for the convergence of plains and mountains of Denver.
I worked at a golf course for almost eight years and had a long amatuer career spanning junior golf, high school, and collegiate competition.
I’m also an outdoorsman who enjoys backpacking, chasing bugles in September, or trying to miss the next oncoming tree in January.
“True wins with an ABM come from the hard stuff, like relentlessly sticking to your ICP and ensuring your Salesforce data is 100% clean.”
Setting the Stage
Our ABM team at Elevated Third had a clear vision for what we wanted to do, a data-driven approach, and the right technology backing our play.
We worked closely with the Terminus team to lay the foundation of our ABM efforts with data. Understanding the ‘why’ behind a conversion is paramount to our strategy, so we can constantly refine our messaging and targeting.
We also have Jack, who combines the insights gathered with our martech stack to accurately target accounts across available channels.
ABM can drive material results, even for smaller Sales & Marketing teams, if it’s done right.
increase in targeted account engagement
increase in qualified leads from chat
increase in pipeline overall
increase in deal size from chat
And the results showed we were doing it right.
About Elevated Third
Elevated Third is a digital agency specialized in enterprise B2B. We leverage Drupal to architect B2B marketing ecosystems and infuse them with strategic thinking, top-notch user experience design, and demand generation best practices. As a team of creative thinkers and technical doers, we help enterprise clients market better, manage easier, and grow faster. From ABM and martech integration to Drupal website design, development, and personalization—we’re the agency that gets it done. Visit elevatedthird.com to learn more.
At Elevated Third, our primary goal is to win larger, organizational-wide website development engagements, rather than closing small contracts here and there.
Using the right tools and data to win larger, organizational-wide deals in less time.
So, for our identified target accounts, we wanted to:
Generate more qualified leads
Boost deal size
We also wanted to shorten the sales cycle associated with these larger deals.
We knew what our sales cycle looked like for these larger deals, so we wanted to support key points of that sales cycle with our marketing initiatives. We also wanted to initiate late-stage dynamics earlier. For example, we know that late in the sales process, decision makers loop in departments, like Finance, that are not directly involved in a website-related initiative. So, we wanted to engage those contacts out of the gate.
We also know the typical objections we receive, so we wanted to address them as early as possible in the buying cycle.
To accomplish our goals, we knew we needed to execute on a blend of demand gen and true ABM tactics, which means we also needed the right tools and data to support those initiatives.
True ABM is a 1:1 approach, and we try to get as close to that as possible. By using Terminus intent data, we are able to give contacts a message based on who they are and what they're seeking. We believe it’s the best opportunity we have at starting a conversation. Also, when it comes to web development, there are thousands of different avenues a prospect can take. So, we want to get conversations started as quickly as we can. Terminus, paired with the other complimentary tools, enables us to do that.
We use our Contact Research & Management and Data Analytics tools to conduct extensive contact research and refinement for all potential stakeholders.
We then look to Google Ads, Terminus Display Ads, and Terminus LinkedIn Ads to engage those contacts, and we broaden the initial outreach to include departments that typically would be pulled in later. For example, with one of our target accounts, we had a LinkedIn campaign that engaged Finance early, a role that would traditionally not be part of the web team, but would be part of any decision.
Our Landing Pages are designed to advance middle of funnel contacts to bottom of funnel content or engagement. For example, our Drupal Migration Page includes common objections up front, an informative whitepaper, and the option to chat with us.
Our strategically placed Chatbot introduces a more personalized experience focused on broader organizational challenges. It is trained to field the most common objections and proactively engage prospects to get the conversation started. We want to create an experience that is more “Hey, you have an organization challenge, let's talk about it.” – not “What can we sell you today?” For example, our chatbot might surface a discussion about how to initiate a migration dialogue internally.
Terminus products employed:
Ad Experiences (display & Linkedin)
A Small But Strong ABM Team
The head of our ABM Team is Jeff Calderone, our Founder and CEO.
We have two Marketing Leads. Angelica Pappas is the Digital Strategist, who is heavily focused on data analysis and strategy as well as the implementation of ad channels and PPC. Olivia Dobberstein is our Marketing Coordinator who drives email, events, etc.
We have two BDRs – Jack Knoesel and Annika Winkler – who work to define and build out accounts, advance engagement with those accounts, and ultimately drive actionable sales conversations. We also have a wonderful Account Management team that works closely with target accounts to deliver our value proposition.
An Extensive, Integrated Marketing Tech Stack
We leverage our full tech stack to ‘punch above our weight’. What guides our tech stack decisions is one simple criterion: Are we getting actionable data out of a given technology, and is that data helping close business?
Our full list of technologies is:
Contact Research & Management
LinkedIn Sales Navigator
Salesforce, including the Terminus plugin
LinkedIn - InMail, 1:1 outreach, and event advertising
Terminus intent data
How We Use Our Tools
Targeting the right people =
With ABM, you want to target the right people at the right time with the right message … and that’s how we put our tools to work.
Using our contact tools (Zoom, LinkedIn Sales Navigator, Salesforce) and intent data (Terminus Data Studio) to identify all stakeholder personas at our ICP target accounts.
At the right time =
Using our ad channels (Google Ads, Terminus Ads) to reach stakeholder personas and chat (Chatbot and Live Chat) to connect with prospects when and where they are engaging with our content.
With the right message =
Using behavior (Google Analytics) to better understand our prospects and intent data (Terminus Data Studio) to personalize the message.
Steps to Solve
We started with the most common solution request we receive, Drupal migration. We ensured our our ads ranked high on search and beat out our competitors in paid search. We then leveraged Terminus Data Studio intent data and Google Analytics to not only optimize SEO and PPC, but also to help refine our target market.
In the end, with the right tools, marketing can become more data driven, qualitatively and quantitatively, to identify the right people, the right message, and the right channels to initiate, advance, and close deals.
A clear vision, a data-driven approach, and the right technology
We tested the water with ads and data.
We were hard core about the prework of targeting.
Bring the triad together: Google Ads + Terminus Ads + Terminus Chatbot.
We deployed Live Chat.
We enabled Sales to deliver a tailored value proposition that best fits visitors’ needs.
We identified our Ideal Customer Profile (ICP) and didn’t waste time on anything else. We were relentless on this point. We then ensured our Salesforce instance was clean and we had the correct and comprehensive personas at each target account. We went through all our Contacts with a fine-tooth comb using LinkedIn, Zoom Info, etc. We also knew what data was important and didn’t try to segment contacts on too many data points.
Bring the triad together: Google Ads + Terminus Ads + Terminus Chatbot.
We then surgically deployed Google Ads and Display Ads to our targeted contacts, changing our ads frequently, so they don’t get stale. We continued to use intent data, but this time to shape our direct marketing outreach. We also strategically placed our chatbot, so it would pop up when visitors scrolled past migration issues to encourage conversations aligned with those challenges and continue the momentum.
We deployed Live Chat to enable BDRs to engage directly with visitors on the site. Jack spends a good portion of his day fielding live chats, bobbing and weaving to uncover and address prospect pains. One live chat he fielded resulted in $500,000 in potential work.
Jack’s typical day starts off by:
Reviewing Terminus site visits to uncover contact engagement. He also notes the pages the contact visited and accesses Bombora intent data to shape a potential message.
Using Google Analytics to identify the state from which the visitor came.
Using LinkedIn Sales Navigator to identify 2-4 best fit contacts from that organization’s location.
Crafting a Pardot email that’s truly personalized – 100% of our sales reps’ messaging not connected to a webinar campaign is completely personalized to the individual.
The Encore: Big Stats, Big Wins
How has Elevated Third done so far against their goals? I think these results speak for themselves.
76% increase in our targeted accounts
900% increase in leads from Chat
325% increase in deal size from Chat
684% increase in Pipeline overall
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