account-based smarketing

Account-Based SMarketingCHRISTOPHER LONG & MIKE SANCHEZ

+@wpengine @terminus

INTRODUCTIONS

John HessingerSr. Director, Demand Gen & Growth

Mike SanchezSr. Director, Acquisition Sales@mikeasanchez


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


PEOPLE +

PROCESSES +

TECH


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


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


TECHNOLOGYABM Stack – Holistic View #ABMstack


TECHNOLOGYABM Stack – Key Components for Campaign


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.


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 . . .


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.


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


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

@wpengine @terminus

Grade your ABM Stack terminus.com/abm-stack