The Terminus Rock Star behind it all
how
caroo
created a killer abm program in
60 days
Torrey Dye
Director of Account Based Marketing
I've been doing ABM for 6 years and in that time have executed 5 ABM implementations.
Fun Fact:
Caroo launched their first ABM use case in just 60 days, by using a four-phased approach.
Within just a few short weeks of implementation, they had:
In less than a quarter Caroo built about a million dollars in pipeline using ABM.
The Terminus sales dashboard, which features the chili pepper emoji, helps the sales reps see which accounts saw the largest spikes in activity so that they can target the most engaged prospects.
85%
engaged
of their accounts
identified
new contacts
78
opened
opportunities
32
“What are the critical components to having early success with ABM?”
We asked Torrey Dye, Director of Account-Based Marketing at Caroo. Torrey, who just a few months ago launched a killer ABM program from scratch at Caroo laughed as he said,
Torrey Dye joined Caroo at a pivotal point. Just a few months earlier, Caroo, formerly SnackNation, delivered snacks for in-office employees. In the Summer of 2020, the company rebranded as Caroo and pivoted rapidly to focus on empowering organizations to provide employee care packages in a “work from anywhere” world, instead of larger in-office snack drops for distribution. This was the perfect product offering as teams transitioned to working remotely, and companies needed to find a new way to reward and engage employees. Torrey selected and bought Terminus just a few weeks after joining the team to help him set up and execute his vision for ABM. Caroo launched their first ABM use case in just 60 days.
“Well one of the first things I did was start conversations with Terminus.”
Only three weeks after launch, the program delivered three closed/won deals and saw 78% of their target accounts engaged.
Launching ABM
“As you can imagine, having office snacks wasn’t a big hit during the pandemic,” said Torrey. “But all of sudden we had huge companies coming in on inbound wanting to send individual care package boxes to their employees,” continued Torrey. “In fact, one company ordered 300,000 care packages for all 300,000 of their employees.”
Inbound was working well, but leadership realized there was an opportunity to capitalize on accelerating revenue growth using an outbound enterprise sales team and ABM. Before Torrey joined, Caroo started building out their enterprise sales team and had been working on scripts and cadences. However, an ABM infrastructure wasn’t in place for the new outbound sales team. Luckily, Caroo already had most of the right tools they would need in place, (Marketo, SFDC, Outreach), but were missing a few critical components. “One of the first things I did when I joined was start conversations with Terminus,” said Torrey. He knew they needed a strong ABM platform in order to successfully get the program up and running.
“When you are launching ABM from nothing, you have to be methodical to make sure you don’t miss anything. I planned out a four-phase approach to get everything up and running,” said Torrey.
in 60 Days
Four-Phased Approach
The team focused on getting the technology they needed to support the program, get stakeholder buy-in, and analyze ICP to target the best accounts. Torrey broke down their preferred ABM vendor list by need to have, should have, and a nice to have for the leadership team to see.
phase one
phase TWO
The team worked to document and define the program, audit content, evaluate channels, prepare for enablement, and ideate a launch plan.
phase three
The team focused on building unique microsites, repurposing content where they could, and preparing their tech stack for implementation.
They looped in the sales team for enablement, launched ads and emails, and built out reporting. “If I could recommend anything to someone who is trying to implement ABM, it would be to create a live dashboard in your CRM for your sales reps. Our sales team uses ours religiously. There was mutiny the one time the dashboard broke,” chuckled Torrey.
phase four
The sales dashboard, which features the chili pepper emoji, helps the sales reps see which accounts saw the largest spikes in activity so that they can target the most engaged prospects. “So often you put tools in place, the sales team tries them out, but then something with it breaks and you don’t know about it for weeks or months. That just tells you sales isn’t using it, or it doesn’t provide value. However, when our dashboard went down, they were contacting me within the hour, telling me they wanted their chili peppers back,” said Torrey.
If I had to do it again, the only thing I would do differently is work with our Salesforce Administrator from day one so that we can better align metrics and engagement at the account level."
ABM Delivers the Chili Peppers
In just a few short months, Caroo was fully launched with Terminus, and the sales team was fully enabled. “In less than a quarter we built about a million dollars in pipeline, and I was getting a ton of positive Slack messages from the outbound sales team,” said Torrey.
While Caroo had a strong inbound pipeline before launching ABM, ABM helped convert engagement into larger deals more quickly. “We started with two reps when I first joined, and we have been able to scale so successfully in five months that we are at seven reps supporting our ABM program,” said Torrey.
It’s no surprise that the sales team was over-the-moon about account-based marketing. Within just a few short weeks of implementation, they had engaged 85% of their accounts, identified 78 new contacts, and opened 32 opportunities. The outbound team also closed three big deals in just three weeks. “The implementation was a huge success and I think the whole team is floored with what we have been able to accomplish in just a few months," said Torrey.
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