the abm conversion blueprint · the abm conversion blueprint | ©2018 terminus software, inc. t m...

WEBINAR

The ABM Conversion Blueprint

INTRODUCTION

The ABM Conversion Blueprint | ©2018 Terminus Software, Inc.

Torrey DyeDirector of ABM, Terminus

Torrey is the Director of ABM at Terminus, focusing on scaling account-based programs to create more opportunities and increase pipeline velocity.

torrey.dye@terminus | @torreydye


T MTARGET ENGAGE ACTIVATE MEASURE

Simple, Yet Powerful Framework For Unleashing Your ABM Strategy

Align and operationalize marketing and

sales efforts around a unified target account

strategy

Create and orchestrate

engagements with your ideal

customers

Work in lockstep with sales to create and win more

deals using account level engagement data and AI

Prove the success of your ABM program, see how ABM is driving pipeline,

revenue, velocity, and deal size for

all of your account lists

E A


The ABM Conversion Blueprint | ©2018 Terminus Software, Inc. torrey.dye@terminus | @torreydye

MarTechPeople Process

It's not Just About the MarTech


Target



Create your target account list at scale

1. Prioritize by fit

2. Segment by firmographics and intent

3. Take action on engagement

Target



Segment by firmographics and intent

1. Industry

2. Employee size

3. Customers

4. Technology installed

5. Intent on technology being researched

Target



Get Sales Buy-in

1. Give sales time to review the list

2. Set up meeting to review the list

3. Build in time for updating/negotiating the list

Target



Refresh Contacts

1. EverString, Synthio, ZoomInfo, DiscoverOrg

2. Sales team

3. Freelance sites like Upwork

Target



Engage



Refresh ContactsEngage


Target Account Segments General Program

6 Months

Highly Personalized Program for Most Engaged

Unengaged Program


General Program

1. Execute in monthly phases

2. Integrated campaigns

a. Mutlichannel ads

b. Marketo nurture emails

c. SDR Salesloft cadence

d. Uberflip sales streams

Engage



Integrated CampaignsEngage



Engagement Spike Program

1. Most engaged 20 accounts per SDR each week

a. 1-to-1 Ads

b. 1-to-1 Uberflip Sales Streams

c. Marketo nurture emails

d. Sendoso direct mail

Engage


e. Personal videos

f. Executive touch points

g. Personalized webinar


Engagement Spike ProgramEngage



Unengaged Program

1. Segment accounts to spend and impressions

2. Test low cost direct mail

3. Test lower effort personalization

The Key is to Build a Predictable Pipeline

Engage



Activate



Deliver Sales a Prioritized List of Accounts

1. Each Sunday, review accounts

2. Prioritize by engagement

3. Deliver each SDR top 20 accounts

Activate



If it’s Not in Salesforce, it Doesn’t ExistActivate



Less is More



Sales Needs to Know 3 Things

1. To know the next account they need to take action on

2. What engagement signals that account is showing

3. What action to take

Activate



Sync with Sales

1. Weekly meeting with SDR team

2. Stop by SDR check-in meetings

3. Daily talks with SDR managers

Activate



Measure



If You Can’t Measure it, You Can’t Fund itActivate



Results



Results


125%

Conversions from Stage 1 to Closed-Won

Increase

20Reduction in sales cycle

Day

35%

In average contract value

Increase

CultureImproved marketing &

sales alignment

True #OneTeam Attitude


Thank You


the abm conversion blueprint · the abm conversion blueprint | ©2018 terminus software, inc. t m...

Documents