how to use uberflip & terminus to fuel your abm strategy
TRANSCRIPT
How to use Uberflip & Terminus to fuel your ABM strategy
ABOUT THE SPEAKERS
Lauren PatrickStoryteller, Terminus
Heidi VandermeerAccount Based Marketer, Uberflip
@Terminus #ABM
@Terminus #ABM
@Terminus #ABM
@Terminus #ABM
WEIGHING IN!6.8BUYERS
- Gartner (CEB)
FUTURE
HeidiDanielQuentin ChristineShannonTara
Personalization and relevance are key to ABM
ABM
But how do we create a relevant and tailored experience for ABM
— at scale?
How Uberflip Uses Terminusfor ABM
Heidi VandermeerAccount Based Marketing at UberflipTwitter handle: @heidivandermeer
ABOUTUBERFLIP
We help marketers create, manage and optimize content experiences at every stage of the buyer journey.
Strategic SamDemand Jen
Marketing Mary
CONTENTEXPERIENCE
Source: Marketo “The State Of Engagement” Report
“Leads nurtured with personalized content tend to lead to 20% more sales
opportunities”
— Demand Gen report
Your Content
Top of the Funnel
Middle of the Funnel
Bottom of the Funnel
By Topic By Type By Vertical
By Persona
By Account
Our ABM Journey
• 2016-2017: Began laying groundwork for ABM, changing reporting structure from leads to accounts.
• ABM role: Changed roles in June 2017 to implement ABM structure & programs throughout our revenue cycle full-time.
• Main focus: Sales alignment, direct mail, digital ads, key accounts
• Digital ads: Began using Terminus right away (and love working with them!)
o Tier 1: By account, individualo Tier 2: By industry, persona, techo Tier 3: Regular inbound strategy,
+ industry/persona related content
My Team’s Approach
Account Value ($)
Effo
rt in
vest
ed
Tier: 3 2 1Utilize a tier based approach
STAGE Tier 1 Tier 2 Tier 3
Cold - Direct mail offers, to 1-5 people 2x per quarter for each account- Targeted ads per account + custom
digital assets
- Regular inbound- Targeted ads:
- Persona - Industry- Technology
- Regular inbound strategy only
Engaged - Targeted ads per account- Direct mail plays
- Email nurture - Retargeting ads- Limited direct mail plays
(dependant on persona & situation)
- Email nurture
Opportunity - Targeted ads per account- Ads showing customer reviews +
case studies- Personalized direct mail- Custom content & digital assets
- Targeted ads per persona or industry - Ads showing customer reviews +
case studies- Direct mail if prospects are “going
cold”
- Notes & cards- Limited direct mail- Ads showing
customer reviews + case studies
Example: ABM Strategy Based on Tier + Stage
Outcome: CTR of 6-13% with target accounts!Tier 2: Cold
Tier 2: Cold
Tier 1: Engaged
All tiers: Opps
How Terminus Uses Uberflipfor ABM
Lauren Patrick
Storyteller
• Started “ABM” in early 2015
• Officially became a “Terminator” in Sept. 2015
• Helped scale the company from 70 to 350+ customers
• Launched Uberflip in Spring 2016
• Finalist for 2017 Expy Award from Uberflip
My ABM Journey
@Terminus #ABM
Target best-fit accounts
Easiest and fastest way to do ABM at scale
Engage more stakeholders
Accelerate marketing & sales pipeline
@Terminus #ABM
@sangramvajre @dgaugler#ABM@Terminus@TonniBennett #ABM
Terminus Platform
@Terminus #ABM
@Terminus #ABM
DREAMFORCE ‘17 | ©2017 Terminus Software, Inc.
The Secret Formula for Operationalizing ABM
Tweet this!
Fit + Intent + Engagement is the secret formula for #ABM
@PeterKHerbert
Winning Strategies for Account-Based Marketing | @SangramVajre #ABM@Terminus #ABM
#conex17 #ABM
Account-Based Value StreamOrchestrating Quality Time with Decision-Makers
Fit + Intent (+ Engagement)Account Prioritization
Promote
MQAsEngaged Accounts
with High AES
Expand to 10+ More Contacts as Needed
to Set Appt.
Gather Account Insight
Create Tailored, Personalized Content
Run the Play: Personalized
Phone+Social+Email
Marketing Creates Awareness and Engagement
Sales Dev Engages with People and Sets Appointments
Build Target Contacts
@peterkherbert #ABM@Terminus #ABM@Terminus #ABM
Dreamforce ‘17 | ©2017 Terminus Software, Inc.
ABM Target Tiers
working
potential Master Pool of High Fit Accounts
Time Energy Money
Sales and Marketing working together
YOUR FUTURE IN B2B IS ACCOUNT-BASED | @SangramVajre @PeterKHerbert #ABM
@Terminus #ABM
@Terminus #ABM
@Terminus #ABM
Customer Case Studies
@peterkherbert #ABM@peterkherbert #ABM@Terminus #ABM
Terminus Product Portal
@peterkherbert #ABM@peterkherbert #ABM#ABM@Terminus #ABM
SDR Sales Stream
@peterkherbert #ABM@peterkherbert #ABM@Terminus #ABM
ABM Masters Portal (Powered by Uberflip)
@peterkherbert #ABM@peterkherbert #ABM
http://resources.terminus.com/abm-masters
@Terminus #ABM
Key Takeaways
Use account tiers to segment plays
Design campaigns throughout the
buying journey
Recycle everything: reduce your time,
reuse your contentH2H = ABM = Personalized, relevant content
hub.uberflip.comterminus.com