account-based smarketing
TRANSCRIPT
Account-Based SMarketingCHRISTOPHER LONG & MIKE SANCHEZ
+@wpengine @terminus
INTRODUCTIONS
John HessingerSr. Director, Demand Gen & Growth
Mike SanchezSr. Director, Acquisition Sales@mikeasanchez
+@wpengine @terminus
WHAT WE ARE
COVERING
People, processes, and tech of account-based smarketing
Bringing it all together: ABM tactics & strategy with Terminus @ WP Engine
Results, optimization, and next steps
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PEOPLE +
PROCESSES +
TECH
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Sales ops + marketing ops = The perfect marriage
Build your tech stack together
Host cross-departmental interviews
Live a day in the life
No surprises
PEOPLEFind the right partner & build trust
Create buy-in & publicize internally
Win as a team
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PROCESSHow We Do ABM
Terminus digital advertising / SDR cadence via SalesLoft, LinkedIn, & Velocify
Find accounts via Datanyze, Redbooks Develop personas of the key buyer and influencer within the vertical
IDENTIFY
EXPAND Terminus reaches personas in account even without contact dataAdd 2-3 contacts per account via LinkedIn other sources
ENGAGE
ADVOCATE
MEASURE
Seek referrals within account during sales outreach
Plan A/B tests at beginning
Set goals for ABM campaign – create pipeline with net new accounts in key verticals and technologies
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TECHNOLOGYABM Stack – Holistic View #ABMstack
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TECHNOLOGYABM Stack – Key Components for Campaign
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WP Engine ABM Campaign with Terminus
Chose a list of accounts based on a targeted vertical.
Selected ½ list to target with Terminus campaigns.
The other ½ was left untreated as a control for A/B test.
Uploaded account names and URL. Targeted campaign to personas and departments.
Terminus does not require contact data to target individuals at accounts.
Launch campaign - Terminus delivers digital ads to individuals at target accounts wherever they are on the web.
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ABM Campaign with Terminus
SDRs launched a outreach campaign with email, social and phone call cadence to set a meeting to both the “treatment” and “control” account lists.
The list that was served Terminus ABM saw . . .
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RESULTS
QUANTITATIVE RESULTS:
Terminus drove impressions to over 93% of accounts on our target list
Through our prospecting cadence, we increased open rates from from 27% to 43% and reply rates from 4.9% to 6.3%
Since we increased on the volume of these metrics this gave us an end result of a 28% increase on appointments and generated opportunities.
QUALITATIVE RESULTS:
Impressions increased brand recognition and allowed for “I keep seeing you everywhere” moments at conferences, meetups, and networking events.
There were many situations where a potential prospect had a WordPress project and because of the impressions it drove them to research us a potential vendor for the project.
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Key Findings of using Terminus for ABM
ABM takes time. Long term investment.
Better ROI.
Doubled cold outreach response rates
Led to more internal intros within the
prospects company
Impressions matter. Clicks not
necessarily needed.
The larger the account, the bigger the impact from Terminus ABM
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Always Be Improving your ABM
Personalize and test messaging that resonates with the different personas, segments, vertical, etc.
Use similar messaging across channels
ABM with Terminus
Doesn’t have to be complicated
Focus on a clear KPI
Find partners internally
Get the right tools but not more than
you need
Put yourself in your customer’s shoes
Test, measure, test, measure, test
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Grade your ABM Stack terminus.com/abm-stack