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Expanding Your Reach in Target Accounts
#RevSummit17 | March 7, 2017
Introduction
TONNI BENNETTVP of Sales at Terminus
@TonniBennett
@sangramvajre#FlipMyFunnel @SangramVajre
STEPHANIE KELLYDirector of Marketing
Operations at Terminus
@stephpatl
7 Account-Based Marketing Strategies
Terminus is for all 4 types of ABM
Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage
ABM Strategy(1:1, ABM Lite,
Programmatic)
Lead-Based Strategy
(Bolt-On ABM)
Demand Gen Sales Pipeline Customer Marketing
Pre-targeting
Renewal & Upsell
PipelineAcceleration
Wake the Dead
AccountNurture
Lead-to-Account Nurture
Land & Expand
X
The importance of reaching more of the buying committee
Prospects
We found that SDRsset more meetings when they reached
out to multiple stakeholders in
an account.
Opportunities
We found that AEs had a higher win rate when we were multi-
threaded in the account.
Customers
We found that customers are more
successful when CSMs include and engage multiple
stakeholders in the account.
Demand Generation
Sales + Marketing= Smarketing
EXAMPLE
The Sales & Marketing Terminus 500 Cadence
Pre-cadence: Terminus Ads
During cadence: LinkedIn and Facebook retargeting to known contacts
After 1st 8 days: Direct mail to unresponsive accounts
Day 1: Personalized video emailDay 2: Email Day 2: Call, LVMDay 4: LinkedIn (Attempt to connect)Day 6: InmailDay 7: Video email (Sangram)Day 8: Call, no VM
Day 8: Direct mailDay 13: Call, LVM about the packageDay 13: Email about the packageDay 15: Video Email Day 16: Call, no VMDay 20: Breakup video email
MARKETING TOUCH POINTS SALES TOUCH POINTS
Demand GenerationPersonalized Video Emails
Terminus Ads
Direct Mail
Sales Pipeline
• Mail copies of ABM for Dummies to accounts that complete a 2nd call
• Leverage proactive Terminus ads to reach the entire buying committee
• Reach specific contacts with targeted Twitter and LinkedIn ads
• Send occasional marketing emails• Create content and thought leadership on
ABM and Terminus to educate buyers
• Research the account and the stakeholders involved
• Ask to involve other stakeholders• Give a compelling reason for including others
on the next call• Leverage executives to entice the right people
to join a call• Use video to speak to those not attending• Create a detailed use case for your champion
to sell internally
SALES MARKETING
Sales Pipeline
Customer Marketing
Research shows that 85% of companies believe that
ABM provides significant benefitsfor retaining and expanding current client relationships
Customer Marketing
7 Account-Based Marketing Strategies
Terminus is for all 4 types of ABM
Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage
ABM Strategy(1:1, ABM Lite,
Programmatic)
Lead-Based Strategy
(Bolt-On ABM)
Demand Gen Sales Pipeline Customer Marketing
Pre-targeting
Renewal & Upsell
PipelineAcceleration
Wake the Dead
AccountNurture
Lead-to-Account Nurture
Land & Expand
X
