Account-based marketing aligns B2B marketing and sales teams to form one “smarketing” team. To be successful with ABM, you need everyone in your organization aligned around how to market, sell to, and engage with your best-fit accounts for success with your product or service.
At Terminus, we have a weekly smarketing meeting to ensure our sales development, sales, and marketing teams are laser-focused on the right activities and tactics to engage the set of best-fit companies that match our ideal customer profile (ICP).
We’ve dedicated one marketing team member as a resource for every other department’s function head. By giving the marketing team internal clients, we are truly drinking our own champagne and taking an account-based approach — we’re ensuring each of our marketing functions supports part of the organization that’s driving revenue.
“An account-based marketing approach requires an intentional shift in thinking. ABM is a state of mind, not a tactic or set of tools.”
– Sangram Vajre, CMO and Co-Founder of Terminus, Author of Account-Based Marketing for Dummies
Here’s how the Terminus team is set up for ABM success.
Director of Account-Based Marketing + Director of Sales Development
To support our SDRs in their activities, our Director of Account-Based Marketing and her team are helping to align our marketing technology, going beyond calls and emails to engage prospects. Our SDRs are producing personalized videos, using social media, and testing new channels to generate interest and awareness among target accounts.
Director of Product Marketing + VP of Sales
For sales enablement and supporting our team of account executives, our Director of Product Marketing is the one who project manages major initiatives, like creating new pitch decks, launching programs like the ABM Stack Grader, and developing marketing partnerships with the 40+ vendors in the Terminus Cloud for ABM.
Customer Marketing Manager + Director of Customer Success
Account-based marketing goes beyond the typical B2B buyer’s journey to create an awesome customer experience. This means marketing needs to dedicate resources for clients. Our Customer Marketing Manager’s supplies the Customer Success team with new marketing collateral, such as how-to content for product adoption, customer testimonial videos, and the monthly customer newsletter.
Also, we should note here that every time the Customer Success Managers end a meeting, they do a power clap with “ABM Success!”
To take this a step further, Terminus hired a Chief Revenue Officer who is working to oversee the sales and customer success departments. By thinking about revenue in terms of existing clients (while also working to bring on new accounts) we can align the organization to create an awesome customer experience and develop “ABM superheroes.”
Now that we’ve talked about the people who are part of ABM Success at Terminus, let’s talk about the technology we align to this internal strategy.
MarTech Tools the Terminus Team Uses for Account-Based Marketing
The key pieces of marketing and sales technology in our ABM stack include:
Salesforce – We use Salesforce as our CRM to centralize all our data. This helps us identify the list of accounts we want to target.
Pardot – We use the marketing automation platform Pardot to send marketing emails and manage all the activity from our target accounts.
BrightFunnel – BrightFunnel is our campaign attribution tool. It allows us to report on the success of our account-based marketing campaigns.
SalesLoft – Our sales development team uses SalesLoft to send coordinated email cadences to prospect accounts. Our Director of Account-Based Marketing helps create these cadences to ensure the messaging is aligned with our other smarketing channels.
PFL – We automate our direct mail using PFL. One of our go-to marketing assets is Account-Based Marketing for Dummies, a book our CMO, Sangram Vajre, wrote in 2016. As part of our sales process, we use PFL to automatically send the book to prospects.
Sigstr – Sigstr allows us to personalize and coordinate our email signatures across the entire company. We use this tool to promote our cornerstone content as well as upcoming events.
Vidyard – Both our sales development team and our marketing team use Vidyard. Our SDRs use it to create personalized videos for named target accounts, while our marketing team uses it to host content such as case studies and live recordings from conferences.
Uberflip – We initially purchased Uberflip, a content marketing platform, to our martech stack because it allowed us to centralize our content in a dedicated hub. As our needs changed, we transitioned from an Uberflip-hosted resources page to the Terminal (which you’re currently in!). Now our SDRs are the primary users of Uberflip. They use it to create personalized streams of content for key stakeholders at target accounts.
LinkedIn – Our SDRs use LinkedIn for social selling by connecting with prospects. Our marketing team leverages sponsored content on LinkedIn to get useful resources in front of the right people at our target accounts.
Terminus – We use our own account-based marketing platform for orchestrating stage-based and persona-based campaigns with personalized messaging. By using Terminus to display targeted ads on social, mobile, video, and display, we’re able to reach our target accounts around the web.
Smarketing Success Across Channels & Tactics
Another big conversion point where ABM tactics are used to engage accounts is events.
Our marketing team helps identify the target accounts we want to attend the event, or if we get a list prior to an event we’re sponsoring then we scrub the list for accounts that meet our ideal persona criteria. Marketing works to warm up the account with advertising promoting the event in addition to sending emails while sales might reach out with personalized videos
At the same time, sales builds out a full account profile with additional contact information. For our allbound strategy, we want at least three contacts for each account. After all, there’s typically more than one person involved in a B2B purchase decision. We use this strategy for both in-person events (trade shows, conferences, roadshows, and meetups) and online events like webinars and virtual summits.
With any new change in process, particularly one that challenges the status quo, there’s always pushback. We’re changing the way of looking at it from an account-based approach that’s different from most B2B marketing organizations. Marketing, sales, and customer success alignment is strengthened when we work together towards the same goals: growing revenue within best-fit accounts.
Need help structuring your team for ABM success?
Click the banner below to download the Blueprint to Account-Based Marketing and check out the worksheet on Building Your Core ABM Team.