Watch the webinar recording: http://bit.ly/2AdtSVa This webinar features SiriusDecisions ABM Program winner of the year, Malachi Threadgill, as he shares how Masergy successfully transformed their revenue team from lead-based to account-based. Malachi shares how his team: - Created 7X more opportunities. - Increased opportunity MRR by 50%. - Decreased their sales cycle by 10%. You will also learn: - Tips for getting started with your ABM strategy. - How Masergy aligned marketing with sales. - Practical advice for segmenting and prioritizing accounts.

1. WEBINAR
How to Build an Award-Winning
ABM Program
Live Broadcast: July 26th, 2018

2. SPEAKERS
How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
MALACHI THREADGILL
@malachiii
BRYAN BROWN
@getvision
@malachiii #ABM

3. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Challenges
● Scale: Our customers are Global
● Competition: We compete with Large Enterprise
● Reputation: ~50% Brand Recognition
● Go-To-Market: Predominantly Channel Focused
@malachiii #ABM

4. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Solution: DEMAND GENERATION
Sales
● Lead Development Team
● Inside Sales
● Targeted Outbound Sales
Marketing
● Expanded Inbound
● Rapidly Expanded Events
● “Marketing Automation”
@malachiii #ABM

5. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc. @malachiii #ABM

6. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc. @malachiii #ABM

7. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc. @malachiii #ABM
Let’s Try Again with ABM
A prioritized approach to accounts that are a good fit
We needed:
● The Right Companies
● Segmentation: Scoring, Rating, Enrichment
● Operationalization: Augmented Outreach

8. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Strategies and Goals
● Clearly Defined Total Addressable Market
● Accurate Intent Data
● Drive Brand Recognition
● Have Meaningful Conversations
● Realize Revenue
@malachiii #ABM
$$$

9. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Masergy ABM
@malachiii #ABM
Strategy
Predictive
+
Intent
Tactics
Awareness
+
Outreach
Predictive + Intent + Awareness + Outreach

10. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc. @malachiii #ABM
ABM Strategy
Predictive
● Lead / Account Scoring
● Account Prioritization
● Data Enrichment
Intent
● Identify Companies Looking For Our Solutions
● Collect Target Account Research Data
● Measure Velocity
● Identify Key Stakeholders
Predictive + Intent + Awareness + Outreach

11. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Intent Driven Prioritization
@malachiii #ABM
Intent
Indicators
Predictive
Scoring
TAM
Accounts
• TAM Account Queue
• Collect Intent
• Tier Based Routing
• BDR Support

12. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
ABM Tactics
(Awareness + Outreach)
@malachiii #ABM

13. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Let’s Talk Retargeting
@malachiii #ABM

14. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc. @malachiii #ABM

15. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc. @malachiii #ABM
~50%

16. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc. @malachiii #ABM
We Picked
Terminus

17. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc. @malachiii #ABM
Lifecycle Ad Targeting
● Early Stage: Brand Awareness
● Mid Stage: Add Value / Downselection
● Late Stage: Affirmation / Funnel Velocity
● Customer: Onboard / Cross-sell

18. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Opportunity Progression Ads
@malachiii #ABM

19. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Early Stage
@malachiii #ABM
Early Stage networking ads linking to blogs.

20. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Early Stage
@malachiii #ABM
Early Stage network ads linking to infographics.

21. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Mid Stage
@malachiii #ABM
Mid Stage network ads linking to white papers.

22. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Mid Stage
@malachiii #ABM
Mid Stage network ads linking to videos.

23. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Late Stage
@malachiii #ABM
Late Stage ad linking to video testimonials.

24. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Late Stage
@malachiii #ABM
Late Stage network ads linking to E-Guides.

25. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Other Strategies
@malachiii #ABM

26. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc. @malachiii #ABM
A/B Testing
HIGH PERFORMERS LOW PERFORMERS
.37% CTR
.27% CTR

27. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc. @malachiii #ABM
Outside the box
Named Account & Events PartnerRecruitment

28. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Results
@malachiii #ABM

29. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
RESULTS
@malachiii #ABM
250%+ Account Penetration
~7X Opportunity Creation
50% Higher Opportunity MRR
10% Sales Cycle Reduction

30. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Lessons Learned
● ABM Champion Required
● Executive buy-in is paramount
● Ongoing Iterations / ABM is never
done
● A/B Test Everything
● Find Vendors you LOVE
● “Show me, don’t tell me” for
sales adoption
Goal:
The Right Message, Right
Person, Right Stage in the
Buying Process
@malachiii #ABM

31. How to Build an Award-Winning ABM Program | ©2018 Terminus Software, Inc.
Questions?
@malachiii #ABM