B2B Sales and Marketing Alignment with ABM
When Mike Walsh first joined Rosetta Stone, one of the biggest problems his team faced was a lack of sales and marketing alignment among a globally dispersed team.
“After our discussions with sales,” Mike explained, “I kept hearing again and again that we knew who we should be marketing to, but we weren’t targeting them as best as we could.” In most B2B sales, there are several people within the organization who are a part of the decision-making process, so Mike knew they needed to be able to expand within these accounts and reach all the right stakeholders.
Marketing and sales were working independently of one another with entirely different goals and initiatives. The sales team was focused on closing deals, and the marketing team was focused on generating leads, which left a huge disconnect between the two.
Mike knew account-based marketing (ABM) would drive the results he needed to help bridge the gap between sales and marketing, but getting initial buy-in from sales would not be easy. To solve this problem, he developed an ABM campaign using Terminus to support the launch of Rosetta Stone Catalyst, a new solution for their business customers. The goal was to show how a combined effort from sales and marketing would lead to more engagement within their target accounts.
“We were investigating other types of account-based marketing [solutions],” Mike shared, “and Terminus was definitely the hands-down winner.”
Rosetta Stone Uses Terminus to Launch New Product to Current Customers
To gain initial traction with ABM and to get some quick wins to take back to the sales team, the first Terminus campaign Mike’s team at Rosetta Stone ran was for the launch of their new business product, Catalyst. The goal was to upsell existing customers, which meant they already knew exactly which accounts to target and the message those accounts would receive.
The Plan: Target Accounts, Goals, Content, and Channels
Before launching the campaign, Mike used the Account-Based Marketing Framework to map out who they were targeting, the overall campaign goal, the content, the channels, and the KPIs to measure success.
The Results: Increased Opportunities and Web Traffic
The Rosetta Stone team launched their initial ABM campaign five months ago and although their typical sales cycle can be anywhere from 9 months to over a year, they’re already seeing some amazing results.
Mike shared, “We had a 70% increase in the number of opportunities for the accounts that we used account-based marketing with Terminus on versus those that we didn’t.”
They also saw a 26% increase in web visits from accounts in their Terminus campaign.
These results helped Mike make the case for ABM at Rosetta Stone, and they’ve also improved the relationship between sales and marketing. This initial success and renewed trust from sales paved the way for marketing to implement more Terminus campaigns for demand generation and pipeline velocity. To learn more about their demand generation and pipeline velocity campaigns, check out Mike’s presentation from the Terminus Untapped user conference: Framework to Account-Based Marketing Success with Terminus.
Why Terminus and Account-Based Marketing
For Mike’s team at Rosetta Stone, flipping their funnel has improved their relationship with sales and demonstrated measurable results from marketing efforts.
“I think a lot of marketing departments have changed their focus as technology has improved,” said Mike. “Now we have the opportunity to not just bring in leads and dump them over the fence to sales, but we can work together with sales throughout the sales funnel.”
For Mike, another huge benefit of Terminus is that it gives Rosetta Stone the ability to target their digital advertising to specific companies they want to go after.
“One thing I love about Terminus, and account-based marketing in general, is that you can spend money on the accounts that you want to spend money on.”
Prior to using Terminus, Rosetta Stone invested a lot of money on display advertising solutions that couldn’t target specific accounts. They had to show ads to thousands of people to, “maybe find the right people that you’re after and then whittle it down until you maybe got your ROI,” Mike explains. “It was also very hard to track. When I heard that we now had the ability [through Terminus] to only show ads to accounts that we’d identified and within that dataset, we could drill down to identify certain roles, it was a no-brainer.”