The Terminus Rock Star behind it all
Fuels their Content Engine using
Email Experiences
WebPT’s
Rock Star
Doug Houvener
Senior Manager, Enterprise Marketing at WebPT
“If you don’t have a relationship with sales already, you’re behind the game. Y’all are both on the revenue team.”
How'd you get here?
“The thing that has driven me throughout my career is just problem-solving. Anticipating the issue and then finding a way to solve it proactively before it becomes one. I’m obviously biased, but account-based marketers have a unique view on the world, and it’s not just closing deals—it’s looking at things from a relationship perspective. I couldn’t stand up a great ABM program without a great relationship with everyone along the revenue journey.”
Setting the Stage
With targeted email campaigns, Doug’s able to get the right eyes on WebPT’s content at the right time.
How WebPT Got Here
Is your content tree falling in the woods?
No wasted chances.
Doug knew his email channel wasn’t being used for every possible advertising opportunity. So, like any good rock star, he paid attention to what the audience needed—and wanted.
Turn your dynamic with sales on its head.
WebPT’s BDRs have the autonomy to expertly sift through targeted lists for the best, most engaged prospects instead of waiting on sales to give them a massive pool of options.
Quick, early results.
Impressions and downloads increase with each new campaign.
Moving through the steps of ABM maturity.
With Terminus’ email tools, WebPT can smoothly send out signatures, and change them on a dime based on ever-changing campaigns.
What’s Holding Up the Show? Get the Content to the (Right) People
WebPT’s success was built on its phenomenal content engine. As the third most-searched source of physical therapy (PT)-specific content on the internet—just behind the Centers for Medicare and Medicaid and the American Physical Therapy Association—the PT software company sends out a lot of emails each month. So, while we could tell you about their holistic approach to ABM, we are going to laser focus on their Email Experiences strategy. I mean, we’re talking 50,000 emails a month, and these are wasted opportunities if not leveraged correctly.
Industry
Software
ICP
Owners, operators, executives, and therapists in outpatient rehabilitation facilities in North America
Verticals
Healthcare
Company Size
600+
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.’”
Recipients read the email, and that’s that. How do you avoid the read-and-bail? With such a high volume of emails from people in customer-facing roles, Doug knew WebPT was missing eyeballs. At the same time, he’s sensitive to email fatigue and wanted to avoid anything that’d exasperate that for his customers. What’s a fairly non-invasive way to get a lot of info in one email campaign?
Worse, it’s 50,000 chances for the signature to be wrong, which was unfortunately all too common for WebPT.
“It’s just about getting the right things in front of the right people,” Doug said.
Company Info
Read the rest
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We just do so many things that could be leveraged for engagement. It was a no-brainer for us.
The why
Turn the Amp Up: Be the Only Option
Enter: Terminus. WebPT hired its first business development representative (BDR) in 2019 and began splitting out prospecting and placing an emphasis on building relationships early on in the sales cycle. Now, a team of BDRs focus on pre-pipeline prospects, looking at intent data and first-party engagement spikes. No longer are they waiting on sales to tell them which accounts to go after. Instead, BDRs take the initiative and communicate which accounts are best to go after.
“Knowing you can’t influence when a company is ready to buy, you want to be positive you are the best possible option in their eyes, or the person they trust the most when that decision comes up,” he said. “We lead with education and networking. How can you advocate for your customers, how can you solve problems they don’t even recognize they have or they don’t know how to get to the bottom of if you’re not focused on building those relationships first?”
This new workflow exposes the need for developing close partnerships to build a solution together when the deal is a bigger one. In the EMR market, companies don’t typically change vendors frequently—there’s usually a narrow window that you have a chance to hit every 3-5 years. When it comes time for the ask, this approach puts them in the best possible position.
“It takes the onus off of sales to have all the answers,” Doug said. “That changes the discussion entirely.”
Surf the Crowd:
Progress with Banners
The internal campaign that kicked off WebPT's journey with Terminus. This helped get the team bought in and excited about using Email Experiences.
This was WebPT's first external facing sender-based banner.
WebPT launched this banner as part of a targeted executive campaign.
Check out WebPT's latest content play.
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.
With Terminus-guided sender-based campaigns and targeted campaigns, WebPT is travelling at a pretty high speed down the road to full ABM maturity, making the most out of their email advertising channel.
Doug began with sender-based campaigns, which allowed him to group signature banners by department. This automatically determines which email banner is shown based on which internal department is sending the email—eliminating any of the risk of sending the wrong (or old) banners, and wasting one of those precious opportunities.
He then advanced to his first targeted campaign; this one directed toward the exec level based on a target list. We hope this blurry image gives you a good idea of what this looked like, because we’re not about to give away the special blend of herbs and spices to Doug’s marketing genius.
Results: 386 impressions, 72 clicks, 18.65% CTR
Results: 529 clicks, 23k impressions, 2.25% CTR
Week 1 Results: 577 clicks, 23k impressions, 2.4% CTR
The Encore:
Early boost.
Doug’s team began a soft launch with an internal campaign with key influencers, the marketing team and BDRs to promote smart signatures, then flipped to when it went live post-launch. Pre-launch, the campaign saw 2,000 impressions. Post-launch? 10,000 impressions.
2.25% click-through rate.
When Doug’s campaigns moved external, he began promoting a webinar, and saw 500 clicks within a month and 24,000 impressions.
86,000 impressions.
For that same webinar, Doug followed up with a promotion to a digital advertising guide, which received 1,400 clicks and 86,000 views, and surpassed the 1.5% clickthrough threshold. He estimates 10-15 percent of this traffic came from Email Experiences. “That’s 10-15% that wasn’t there. It’s not like I stole that from another channel. That’s a lot of freakin’ leads.”
More downloads.
The post-webinar advertising guide promotion contributed to a 10 percent increase in downloads.
36% Registration Rate for highly targeted lists.
Terminus has allowed Doug to create curated lists just for invite-only executive events, targeted through passive education and event notifications. It’s a small group of prospects (around 400), but he’s seeing a huge lift in registration rates.
Big Stats, Big Wins
Terminus Tools
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