Over the past few years, the Terminus team has helped more than 500 companies implement their account-based marketing programs. Our experience providing soup-to-nuts support to our customers has taught us a few things about what it means to create and implement a successful ABM program, because we’ve been finding solutions to common ABM challenges right alongside our customers. Check out this on-demand webinar deck to learn solutions to common problems our customers have faced when implementing their ABM programs.

1. What We’ve Learned from Helping 500+ Companies
Implement an Account-Based Approach
Overcoming
Common ABM
Challenges

2. ©2019 Terminus Software, Inc.
SPEAKER
David Pyrzenski
VP of Professional Services
Terminus

3. ©2019 Terminus Software, Inc.
An overview of Terminus’ Professional Services
offerings
Tips and solutions for overcoming common
challenges when implementing ABM
Today, we’ll be
discussing...
Live Q&A Session4
3
2
1
How to know when it’s the right time to leverage
outside resources to scale ABM

4. Challenge: What
Do You Do with
Leads?

5. ©2019 Terminus Software, Inc.
What is a lead?
ABM Requires a Mindset Shift
In modern B2B marketing...
LEAD ≠ FORCED FORM FILL
NAME ON PURCHASED LIST
SNEAKY BADGE SCAN

6. ©2019 Terminus Software, Inc.
So we just move to MQA?
Are accounts more important?
You can’t call up and
say, “May I please speak
to the account?”

7. ©2019 Terminus Software, Inc.
Lead
MQL
SQL
Opportunity
Customer
Reframing Your Priorities
ABM Requires a Mindset Shift
Lead
MQL
SQL
Opportunity
Customer
MQL
SQL
Opportunity
Customer

8. Challenge:
Leveraging
Engagement and
Prioritizing
Outreach

9. ©2019 Terminus Software, Inc.
The Never-Ending Cycle

10. ©2019 Terminus Software, Inc.
Transitioning to an
Engagement Model
Ingesting
Engagement
Signals
Proactively
Finding People
Information
Calling/Emailing
People
Create process for:

11. Biz Dev / Inside Sales
Day in the life...
FIRST
Known People with Intent and Engagement
1. Bob Jones - Acme
2. Kate Brown - ABC Inc.
3. ...
SECOND
Accounts with Intent and Engagement
1. Better Co.
a. Maybe Mike Davies
b. Maybe Joe Shoe
2. Cloud LLC
a. Maybe Sydney Salamander
3. ...
THIRD
Accounts with Intent or Engagement
1. Do Right Brands
a. Maybe Carla Karl
b. Maybe Brad Smith
2. Elephants Always Know
a. Cathy Candle
3. ...
FOURTH
Accounts in TAM/ICP
1. First and Last Inc.
a. Taylor Amber
b. Maybe Christina Speed
2. ...

12. Challenge: Proving
the Value of
Marketing to
Stakeholders

13. ©2019 Terminus Software, Inc.
What is the one thing that will prove marketing
efforts are working in B2B marketing?
Sales results.

14. ©2019 Terminus Software, Inc.

15. Challenge: Getting
Organizational
Buy-In on ABM

16. ©2019 Terminus Software, Inc.
Getting Organizational Buy-In
A Multi-Stage Approach
Stage 1:
Start a conversation with the ELT
Stage 2:
Meet cross-departmentally to develop TAM/ICP
Stage 3:
Run small pilot program with select sales team members
Stage 4:
Roll out an account-based approach to the rest of the organization

17. Challenge: When
Do We Bring In
Outside Help?

18. ©2019 Terminus Software, Inc.
Scenario 1
● You’re new to ABM
● You’re just beginning to lay
the foundation of a new
go-to-market strategy
● You would benefit from the
expertise of someone with
experience launching ABM
campaigns
● You’re a seasoned marketer
● You’ve already designed your
new go-to-market strategy
● You would benefit from the
expertise of someone who
could validate your plan and
give it a seal of approval or
make tweaks (where
necessary)
Scenario 2
When to Bring In Outside Help
✓ Brings diversity of
knowledge and a new
perspective
✓ Knows industry-wide best
practices
✓ Can help to lay the
foundation of a solid ABM
strategy from the very
beginning
✓ Helps to save time, energy,
and resources by
leveraging the expertise of
an outside individual
Benefits of leveraging a
consultant:

19. Terminus
Professional
Services

20. ©2019 Terminus Software, Inc.
Expertise and Assistance On Demand
TACTICAL
MANAGEMENT
Use our execution team to augment
your own. Focus on strategy while we
take care of day-to-day execution,
optimization, & reporting.
ABM ON AUTOPILOT
Fully-managed campaign strategy,
goal-setting, execution, and reporting.
DESIGN & ANALYSIS
Leverage our data hygiene and ad creative services
as you need them.
ONBOARDING
(required with platform plan)
Get to results faster with full campaign
planning, account segmentation,
technical configuration, optimization,
and launch of prioritized campaigns.
ABM CONSULTING
Our team has successfully launched an
account-based strategy in over 600
companies. Leverage their expertise
from campaign planning to
comprehensive ABM adoption.
MANAGED
SERVICES
STRATEGIC
SERVICES
DATA & CREATIVE
SERVICES
START
FULLY
OPERATED

21. Q&A

22. Thanks for joining!
Learn more at terminus.com/services

23. Appendix

24. ©2019 Terminus Software, Inc.
1%Of leads turn into revenue, which
means 99% of marketing effort
and spend is wasted.

25. ©2019 Terminus Software, Inc.
Curbing the Lead
Addiction
With ABM, you can move away from
reporting and focusing on leads and
report/focus on...
● Account Engagement (web visits, intent data, etc.)
● Account-Based Metrics
○ # Opportunities
○ % Opportunities → Customers
○ Pipeline Velocity
○ Avg. Deal Size
○ Etc.
● You can still measure inbound respondents, but focus
on qualified inbound respondents

26. ©2019 Terminus Software, Inc.
Traditional Inbound
Marketing
A ‘lead’ is any contact from any
company who...
● Submits a form
A ‘lead’ is any contact from a
good-fit company who…
● Submits a form
● Interacts with a chatbot
● Responds to sales outreach
● Has a significant increase in
web traffic
● Downloads content
● Engages on social media
Modern B2B
Marketing
Redefining a ‘lead’
✓ Improve pipeline quality
✓ Avoid wasted time on
bad-fit leads
✓ Create better alignment
and enablement between
marketing and sales
✓ Focus more on metrics that
are directly tied to revenue
Why you should redefine how
your team measures leads:

27. ©2019 Terminus Software, Inc.
93%
Of marketers say that ABM
is critical to their success
Matt Senatore, SiriusDecisions, 2019
Account-based practices have
become the gold standard for
marketers who want to drive
meaningful revenue goals, and
take their seat as strategic leaders
within their organizations.
ABM isn’t just a trend. It’s the way
modern marketers are overcoming
the challenges of traditional
inbound marketing.

28. ©2019 Terminus Software, Inc.
$350k
Average non-labor budget
for account-based
marketing in 2019
Matt Senatore, SiriusDecisions, 2019
Marketers are making deep
investments in account-based
technology, advertising, and
program budgets.
This is because many are seeing
lower CAC, higher ACV, shorter
deal cycles, and happier sales and
marketing teams with ABM than
with their other demand
programs.

29. ©2019 Terminus Software, Inc.
70%
Of marketers expect to
spend more on ABM by
2020
Matt Senatore, SiriusDecisions, 2019
2019 is the year to make
significant strides in your ABM
orchestration.
The market has matured and there
is now the technology (like
Terminus) and thought leadership
in place for most marketers to see
success with ABM.

30. ©2019 Terminus Software, Inc.
Reframing Your
Priorities
ABM Requires a Mindset Shift
● With ABM, you can filter out bad-fit leads early on, so
you’re able to:
○ Improve the quality of your pipeline
○ Focus more on engaging, relevant outreach to
accounts with a higher propensity to buy

31. ©2019 Terminus Software, Inc.
Account tiering refers to using technology, data
points, and good old-fashioned research to
prioritize your dream accounts.
Prioritizing Outreach
with Account Tiers TAM / ICP
Tier 3
Tier 1
1. Tier 1 accounts are perfect ICP fits, similar to your
highest value customers. Tier 1 also includes logos
with strategic value.
2. Tier 2 accounts are strong ICP fits but have a lower
lifetime value.
3. Tier 3 accounts fit most, but not all, ICP criteria.
They’re worth pursuing but typically not worth
investing significant resources to win their business.
Tier 2
Tier 1

32. ©2019 Terminus Software, Inc.
Activating Your Sales Team
Activities to Foster Alignment
1. Weekly meeting with SDR team
2. Stop by SDR check-in meetings
3. Daily talks with SDR managers
4. Daily in-person & Slack communication with SDRs

33. ©2019 Terminus Software, Inc.
Activating Your Sales Team
Steps to Activate Outreach
1. Each Sunday, review accounts
2. Prioritize by engagement
3. Deliver each SDR top 20 accounts

34. ©2019 Terminus Software, Inc.
Activating Your Sales Team
Sales Needs to Know 3 Things
1. The next account they need to take
action on
2. What engagement signals that account
is showing
3. What action to take based on those
engagement signals

35. ©2019 Terminus Software, Inc.
Activating Your Sales Team - Part 2
Proactive Planning and Preparation
1. Pre-scheduled planning for following quarter
2. Develop messaging in a continuous feedback loop
3. Marketing and sales working together as one team

36. “
©2019 Terminus Software, Inc.
“60% of sales and marketing orgs globally say that lack
of alignment is undermining their financial
performance... By contrast, studies have shown tightly
aligned sales and marketing businesses growing their
revenues 24% faster than their peers – and improving
customer retention by 36%.”
- LinkedIn

37. ©2019 Terminus Software, Inc.
ABM Metrics that
Matter
Focusing on Account-Centric Measurement
With ABM, you should focus on account-centric metrics to prove
the value of marketing:
● Engagement
● Velocity
● Total Accounts (#)
● Open Opportunities (#)
● Open Pipeline ($)
● Revenue won ($)
● ACV ($)
Pro Tip: To prove the success of an ABM program, set aside a list of accounts as
a control group to leave out of your account-based efforts. At the end of a set
time period, you can then compare the above metrics for that control group
against the metrics for your ABM program.

38. ©2019 Terminus Software, Inc.
The “One
Team”
Mentality
Proving ABM Success via
Marketing-Sales
Alignment
Ensure that sales outreach efforts are
aligned with marketing efforts to
improve results.
Incorporate feedback and ideas from
sales when sharing marketing
plans/results up the chain of
command.
Set up regular update meetings with
sales to discuss areas for
improvement and establish a
feedback loop.

39. ©2019 Terminus Software, Inc.
Flipping the Traditional Funnel Upside Down
Less than 1% of leads become revenue Operationalizing ABM
- Form-fills
- Conversion rate
- Account engagement
- Account progression
- Deal velocity
Traditional Metrics ABM Metrics
- Opportunities created
- Revenue influenced
- Lead score
- Leads & MQLs
AWARENESS
INTEREST
CONSIDERATION
PURCHASE
TARGET SPECIFIC
ACCOUNTS
MULTI-CHANNEL
ENGAGEMENT
1-TO-1 ACCELERATION
CAMPAIGNS
EXPAND WITH
CUSTOMER ABM

40. ©2019 Terminus Software, Inc.
The journey from batch & blast to ABM
TARGET
ENGAGE
ACTIVATE
MEASURE
Email Marketer Lead Gen Marketer ABM Marketer
EMAIL SERVICE PROVIDER MARKETING AUTOMATION
Opt In
Email Blast
X
Opens & Clicks
Leads
Email Nurture
Lead Alerts
Form Fills & Lead Funnel
Target Accounts
AB Ads + High Touch
Account Insights
Engagement to Revenue
No Team
Dysfunctional
Team
OneTeam

41. T E A M
Workshops

42. ©2019 Terminus Software, Inc.
✓ Drive adoption of ABM in
your organization
✓ Align key stakeholders and
promote collaboration
across teams
✓ Implement best practices
for building and scaling
your ABM program
✓ 8-Hour on-site interactive
workshop (with breaks)
Workshop sessions include:
Account Segmentation & List Building
Work as a team across marketing and sales to choose
accounts based on strategy and data-driven prioritization.
Learn how to segment on firmographics, behavioral signals,
and journey stage to create targeted, prioritized account
lists.
Targeting with the FIRE Model
Explore data-driven targeting techniques leveraging fit,
intent, relationship, and engagement data. We’ll teach you
how to identify in-market accounts and preview tools that
put this data into action for your engagement campaign
orchestration.
TARGET WORKSHOP
✓ Onsite Consulting ✓ Personalized ABM Strategy
Segment & Prioritize Your Target Account List
1000+
Teams
Launched
Build your Ideal Customer Profile (ICP) and
Total Addressable Market (TAM)
Success in ABM hinges on targeting the right customer profile
and assessing progress against your total addressable market.
We walk you through defining your TAM and ICP, and creating a
tailored engagement roadmap.
Prioritize Your Campaigns
Your Professional Services Consultant will help you prioritize
account audiences for your programs based on in-market
signals, engagement levels, and account tiering, so you
make efficient use of limited time and resources.

43. ©2019 Terminus Software, Inc.
ENGAGE WORKSHOP
Workshop sessions include:
Engagement Fundamentals
You Professional Services Consultant will guide you through
engagement best practices, providing industry benchmarks as
well as recommended content strategies based on your ABM
program goals.
Evaluate Website Content
Work with your Professional Services Consultant to evaluate
your current website content, define high-intent pages to
use as in-market intent signals, and review how else you
might leverage your existing web assets for ABM.
1000+
Teams
Launched
Engage Buying Centers with Multi-Channel Campaigns
✓ Onsite Consulting ✓ Personalized ABM Strategy
✓ Drive adoption of ABM in
your organization
✓ Align key stakeholders and
promote collaboration
across teams
✓ Implement best practices
for building and scaling
your ABM program
✓ 8-Hour on-site interactive
workshop (with breaks)
Develop a Content Map
Map your existing content to the personas, industries,
buying stages, and product lines. Your Professional Services
Consultant will provide content best practices and explore
insights on what might work best for each of your buying
personas.
Understand Buyer Personas
Understand how different buyer personas impact an
account journey, and create dedicated engagement plans
to support your strategy with each persona.

44. ©2019 Terminus Software, Inc.
ACTIVATE WORKSHOP
Workshop sessions include:
1000+
Teams
Launched
Align and Activate your Sales Team
✓ Onsite Consulting ✓ Personalized ABM Strategy
Evaluate Current Marketing + Sales Alignment
Your Professional Services Consultant will help evaluate strengths
and weaknesses in your current marketing and sales alignment,
from KPIs to organizational structure, and provide suggestions on
how to enhance alignment through the TEAM approach to ABM.
Develop your Sales Intelligence Data
Equip your sales team with the account intelligence they need
to prioritize and personalize. Learn how to help sales focus on
the right accounts with the right message through Terminus
engagement data.
✓ Drive adoption of ABM in
your organization
✓ Align key stakeholders and
promote collaboration
across teams
✓ Implement best practices
for building and scaling
your ABM program
✓ 8-Hour on-site interactive
workshop (with breaks)
Understand the Account-Based
Organization
Discover how account-based marketing can positively
impact your organization compared to a lead-based
approach, and create a roadmap toward alignment and
efficient organizational processes.
Partner with Marketing + Prioritize
Outreach
Learn specific techniques for account-based sales teams to
prioritize outreach and partner with marketing on revenue
growth throughout the sales cycle, from acquisition to
acceleration and customer expansion.

45. ©2019 Terminus Software, Inc.
MEASURE WORKSHOP
Workshop sessions include:
1000+
Teams
Launched
Track and Report the Impact of Your Account Based Engagement
✓ Onsite Consulting ✓ Personalized ABM Strategy
Develop the Right KPIs
Review current KPIs and learn how account-based
measurement can complement and augment existing success
metrics. Your Professional Services Consultant will work with
you to understand which ABM reporting can be used against
each specific KPI.
Evaluate Sales + Marketing Efforts
Understand how to best evaluate revenue-driving marketing
and sales efforts within your target accounts. Provide
marketing practitioners and company-wide leadership insights
into program progress, results, and impact on revenue across
your multi-channel program.
✓ Drive adoption of ABM in
your organization
✓ Align key stakeholders and
promote collaboration
across teams
✓ Implement best practices
for building and scaling
your ABM program
✓ 8-Hour on-site interactive
workshop (with breaks)
Account-Based Measurement
Fundamentals
Your Professional Services Consultant will walk through ABM
measurement best practices. Understand what to measure
on a daily, weekly, monthly and quarterly basis.
Reporting Trend Analysis
Your Professional Services Consultant will work with you to
identify the best data to download and export in order to do
a full trend analysis and tell a complete story.

46. Strategic
Consulting

47. ©2019 Terminus Software, Inc.
✓ Dedicated Terminus
Consultant
✓ Interactive planning and
strategy sessions
✓ Cross-departmental
training and enablement
✓ Client-owned assets and
deliverables
Terminus Consultants help you:
ABM CONSULTING ON-DEMAND
✓ Customized, Strategic Approach
Bespoke Consulting Program Aligned with Your ABM Goals & Initiatives
1000+
Teams
Launched
Map Business Goals to
ABM Strategies
We work with you to
understand your
organization’s growth goals
and map them to ABM
strategies.
Activate Sales
We partner with your sales
team to help identify and act
on engagement signals
within your target account
segments.
Align Sales & Marketing
on KPIs
We partner with you to
establish and communicate
KPIs aligned to your business
goals.
Scale ABM Frameworks
We help you identify key
insights from your active ABM
programs to support internal
adoption and drive
organizational growth.
Segment & Tier Accounts
ABM success hinges on
targeting the right accounts at
the right time. We help you
understand how to target
based on firmographics,
behavior, and persona.
Measure & Communicate
ABM Metrics
Learn what you should be
reporting on within your ABM
program, when to schedule
checkpoints, and how to
present to stakeholders.
Assess Content Strategy
Your content strategy is the
heart of your engagement
engine. We help you map
content to the right buyer or
customer stage, persona, and
account segment.
✓ In-house Experts
Plan & Build Data-driven
ABM Frameworks
We partner with you to apply
best practices for building and
operationalizing an aligned
go-to-market strategy.