By aligning sales + marketing, Experience.com saw a 9x increase in opportunity creation
Terminus Rock Star,
Emma Monro
Emma Monro is a textbook example of a marketer who got bit by the ABM bug. She worked as a marketing leader for Experience.com, directing the initial rollout of their account-based marketing strategy. Emma eventually left to set up her own ABM agency, called Found&Chosen. Now Emma serves 25 brands (including her old friends at Experience.com), helping them find success through strong ABM strategies and execution.
When first building an ABM program, establishing the main goals and marks of success can be a challenge in and of itself. But Emma knew that Experience.com had a primary objective that was not negotiable; they needed to break into enterprise-level deals and get their pipeline supercharged with larger deals.
She got to work by narrowing the focus onto a more tightly defined and refined ICP. And as the picture of the ICP became clearer, Emma started to serve this new audience with content that was highly personalized based on the characteristics of the ICP as well as the funnel stage. After years of dreaming of enterprise, Emma was able to bring these clients into the Experience.com pipeline.
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Great success!
Mission accomplished! Right?
Satisfied that things were headed in the right direction, Experience.com decided to phase out their Terminus ad efforts, and Emma moved on to start an ABM-focused agency. Experience.com decided to instead, allocate a third of their marketing budget on Google Ads and events (a very traditional tactic). But ADRs weren’t clear on whom to target and when. What’s worse, their prospects were showing buying intent signals out in the marketplace, but with Terminus effectively switched off, there was no visibility into this data.
Satisfied that things were headed in the right direction, Experience.com decided to phase out their Terminus ad efforts, and Emma moved on to start an ABM-focused agency. Experience.com decided to instead, allocate a third of their marketing budget on Google Ads and events (a very traditional tactic). But ADRs weren’t clear on whom to target and when. What’s worse, their prospects were showing buying intent signals out in the marketplace, but with Terminus effectively switched off, there was no visibility into this data.
Adding to the challenge was the all-too-common disconnect between marketing and sales. The data Terminus offered was strong, but without processes to communicate and actionize that data, reps were in the dark on how to approach accounts.
Achieved in less than
6 months!
“There were enterprise accounts the team was trying to get in the pipeline for years. After just a few months of launching ABM, we had seven multi-million dollar accounts in the funnel. When you look at the difference between traditional marketing and account-based marketing, I think the power of ABM speaks for itself.”
Before
After
Revenue
Opportunity Creation
Target Accounts Engaged on Website
Target Account Engagement
30%
0
4MM
9X
0
431
160+
4X
30% increase
Three Steps To A Solution
Engaging Enterprise Accounts
With a clear objective of reaching enterprise prospects and getting them in pipeline, Emma helped Experience.com clearly define an ICP. And as prospects within the ICP showed up, they determined eight key engagement signals that, once indicated, told Experience.com that they were ready to be pursued for a deal.
Click on each circle to Learn How Experience.com defined their ICP:
Engaging Enterprise Accounts
With a clear objective of reaching enterprise prospects and getting them in pipeline, Emma helped Experience.com clearly define an ICP. And as prospects within the ICP showed up, they determined eight key engagement signals that, once indicated, told Experience.com that they were ready to be pursued for a deal.
Click on each circle to Learn How Experience.com defined their ICP:
Product market fit
Determine who is getting the most value from the platform to drive expansion
Engaging Enterprise Accounts
With a clear objective of reaching enterprise prospects and getting them in pipeline, Emma helped Experience.com clearly define an ICP. And as prospects within the ICP showed up, they determined eight key engagement signals that, once indicated, told Experience.com that they were ready to be pursued for a deal.
Pull reports on what types of accounts churn vs. those that are thriving
Click on each circle to Learn How Experience.com defined their ICP:
Customer fit
Engaging Enterprise Accounts
With a clear objective of reaching enterprise prospects and getting them in pipeline, Emma helped Experience.com clearly define an ICP. And as prospects within the ICP showed up, they determined eight key engagement signals that, once indicated, told Experience.com that they were ready to be pursued for a deal.
Check your account list to see if it matches the types of business you’re targeting (size, industry, employee count. etc)
Click on each circle to Learn How Experience.com defined their ICP:
Firmographics
Engaging Enterprise Accounts
With a clear objective of reaching enterprise prospects and getting them in pipeline, Emma helped Experience.com clearly define an ICP. And as prospects within the ICP showed up, they determined eight key engagement signals that, once indicated, told Experience.com that they were ready to be pursued for a deal.
Make sure the talent on your sales team can handle these enterprise conversations. They tend to be more rigorous sales cycles!
Click on each circle to Learn How Experience.com defined their ICP:
Note:
Engaging Enterprise Accounts
With a clear objective of reaching enterprise prospects and getting them in pipeline, Emma helped Experience.com clearly define an ICP. And as prospects within the ICP showed up, they determined eight key engagement signals that, once indicated, told Experience.com that they were ready to be pursued for a deal.
“When you’re getting your ABM program running, start with expansion. You can have a successful program running in under three months and it will give your ABM manager something to hang their hat on early on.”
Click on each circle to Learn How Experience.com defined their ICP:
Extra Tip:
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Step Two:
Funnel-Centric Content®
Terminus intent data showed Emma and her team which prospects were getting ready to buy. Depending on where in the buying process each enterprise prospect was, they were served appropriate messaging in equally appropriate places, from LinkedIn and display ads to marketing emails with verbiage that demonstrated Experience.com’s solution.
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Step Three: Alignment and Execution
Under Emma’s guidance, and thanks to early buy-in from sales leadership, Emma created weekly and monthly calendar cadences to review Terminus data with marketers and salespeople alike.
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Weekly Leadership Alignment Meeting:
Data from Measurement Studio - amount of account sales is working on
Accountability - account progression through stages and upcoming deadlines
Who’s involved:
Head of Marketing and Sales
Who’s involved:
Terminus Engagement Spike Report - who is showing interest and are they worth a 1:1 high value ABM campaign
Coaching sales on how to personalize based on engagement spikes, based on what pages they have visited and how many people in the account are engaging
Marketing and Sales stakeholders
Weekly Sales Meeting:
Content team commits to deliverables, if sales commits to outbound efforts on an account
“Fortunes in the Follow-up” - Look at accounts committed to last week and make sure everyone followed through
Upcoming demos
Account that have gone dark
Meet 1:1 with sales reps or have up to 3 in a call
Experience.com noticed an Enterprise account who had 19 people visit a total of 28 pages on their website. The account went cold until a sales rep reached out. Without this data and the sales reps ability to personalize their outreach, this account could have been easily lost.
Quick Win
What they cover:
Trends in data for media, ads, and content
Monthly Marketing SBR:
Determine which content is decaying
Decide what content needs to be created
Decide which ads and messaging needs to be refreshed
Who’s involved:
Head of Marketing and Content
What they cover:
What they cover:
Emma’s Marketing Hot Take
You can do all the marketing you like but if sales isn’t prepped, ready, and trained then it means nothing. I worked in sales for 10 years before moving to marketing. The only way to have success with ABM is to get buy-in and alignment with the sales and marketing functions.
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© terminus software, inc.
Experience.com eventually — brought Emma—and her agency, Found&Chosen—back. they found over 800 target accounts were showing intent to buy, but weren’t visiting the Experience.com’s website. The initial ABM strategy was strong and effective, but as attention was placed elsewhere, those balls started to drop and opportunities were being missed.
4MM, 9x increase
160+ target accounts
4x increase
Revenue
Opportunity Creation
Target Accounts Engaged on Website
Target Account Engagement
30% increase
Revenue
Opportunity Creation
Target Accounts Engaged on Website
Target Account Engagement
30% increase
