Blueprint for ABM

A B2B Marketer’s Guide to Getting Started with ABM

TABLE OF CONTENTS Introduction ................................................................................................................ 3 Part One: Introduction to Account-Based Marketing ............................... 4 Part Two: The History and State of ABM .......................................................... 11 Part Three: 7 Steps to Getting Started with ABM ......................................... 16 Part Four: How to Measure and Optimize Your ABM Campaigns ........ 30 Conclusion ................................................................................................................... 34

INTRODUCTION ABM expert? First time ABM-er? Just curious what the heck this Here’s a sneak peek at what you’re getting: weird acronym you keep seeing is all about? Welcome. You’re in the right place. An explanation and history of account-based marketing Key benefits of adopting an ABM strategy However, you might be asking, is this eBook for...well, everyone? Why COVID spurred an even bigger rush to ABM At the risk of sounding like The Bachelor’s Chris Harrison...ABM The steps you can take to implement a successful ABM strategy is a journey. Account-based marketing KPIs to measure (and those to ignore) You usually start with one campaign to test the waters, then it How to optimize your ABM campaigns for B2B success changes the way you think about marketing, so you pivot your strategy a bit more, and then invite some of your friends from Feel free to hop around from section to section, pull whatever you need, sales and customer success to your ABM campaign planning and then get outta here and start planning that next stellar campaign. We meetings. Then, all of the sudden, you realize you’re doing can’t wait to see what you come up with! marketing in a completely different (and much better) way. Since everyone is in different places in their ABM journey, we wanted to make a comprehensive guide to ABM that you can Once you have it, you’re not going to go back. always keep on-hand. Whether you need some quick inspiration And the more you have of it, the more it will or a full step-by-step guide to implementing your first ABM continue to change your habits and the way campaign, this guide contains the keys to your ABM success. you think about things.” Terminus CEO, Tim Kopp Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 3

PART ONE > INTRODUCTION TO ACCOUNT-BASED MARKETING WHAT IS ACCOUNT-BASED MARKETING? So what exactly is account-based marketing? The definition has Did we lose you there? In other words, it’s just a smarter, more evolved throughout the years since it was first introduced in 2014. efficient, more targeted approach for teams to generate more Nowadays, ABM can be best described as this: revenue. Teams can grow brand awareness efficiently by focusing on best-fit future customers, create opportunities with them based on engagement data, accelerate those opportunities to closed/ won, then retain and grow those accounts to life-long customers. An end-to-end revenue strategy That’s it! where marketing, sales, and customer success spend the majority of Adoption trends suggest that ABM might soon just be called their effort on pre- and post-sales modern B2B marketing. As 2020 presented COVID challenges for accounts that are best-fit customers. many companies, revenue teams did more with less. They became This happens through data-driven smarter and more targeted with their approach in order to acquire targeting, personalized marketing new or retain existing customers while their budgets shrank. We’ll tactics at scale, measuring, and get into that more later, but for now, it’s important to acknowledge the evolution of the definition of ABM. From just a buzzword in 2014 continuously optimizing. to today’s highest ROI go-to-market B2B strategy, account-based marketing (and how people describe it) has come a long way. Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 5

PART ONE > INTRODUCTION TO ACCOUNT-BASED MARKETING WHAT IS FULL- FUNNEL ABM? TARGET ACCOUNTS Now that we have the basic definition nailed down, let’s learn about full-funnel account-based marketing. Because ABM touches every stage of the account lifecycle, it should be measured as such with a “new” funnel (throw out the old ENGAGED TARGET ACCOUNTS traditional lead funnel). Use the definition you just learned and now apply to multiple use cases throughout this funnel. New business generation? There’s a smart and targeted way to do that. Accelerate current deals to the finish line? ABM TARGET ACCOUNT OPPORTUNITIES can help with that. Retain at-risk customer or expand their contract? Yup. NEW DEALS WON It’s not just about the top of the funnel anymore. Marketing, sales, and CS teams now work together to drive revenue across all stages of their funnel. Here’s a helpful visual of a CUSTOMER RETENTION funnel broken into funnel stages and common KPIs teams use to measure their success. TARGET ACCOUNTS Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 6

PART ONE > INTRODUCTION TO ACCOUNT-BASED MARKETING KEY BENEFITS OF ACCOUNT-BASED MARKETING Companies that have implemented ABM have achieved faster pipeline growth, Additional key findings from industry leaders higher close rates, larger average deal sizes, and greater customer retention. that support the move to ABM: Here are a few ROI metrics from real Terminus customers: “Companies leveraging “40% of our new business Terminus see a 313% “$10 million in sales pipeline was generated “Almost 50% of marketing budgets is wasted on ROI, 60% increase in revenue in a four month from target ABM generating leads that companies don’t contact.” opportunities set by their period can be attributed accounts. And we saw a Conversica sales development team, to ABM with Terminus.” 45% increase in average 40% reduction in customer Daniel Englebretson, opportunity value.” acquisition cost, and 20% Khronos, Founder & Head increase in close rate.” of Client Services Sr. Manager, Marketing Forrester Consulting Operations, digital.ai “Almost 85% of marketers measuring ROI say that ABM outperforms other marketing investments, while 72% reported an uplift in revenue growth.” “31% of our target ITSMA “I cut my costs by half accounts progressed to and more than doubled the next stage of our “ABM shortened our my results.” sales funnel in the first sales cycle by 40%.” Head of ABM at a VP of Customer “Accounts that see both targeted brand and month.” acquisition messaging are 6x more likely to business services Sr. Manager, Marketing Acquisition, SOASTA convert.” provider Operations, digital.ai LinkedIn Research Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 7

PART ONE > INTRODUCTION TO ACCOUNT-BASED MARKETING Target TEAM: THE FRAMEWORK Find the ideal audiences FOR ABM SUCCESS for your message A simple, yet powerful framework for Engage executing your account-based strategy. Amplify your message across every channel So now you know what ABM looks like on paper, but how can you practically apply it your own revenue strategy? That’s where the Activate TEAM framework comes in. It’s a simple, yet powerful way to put an ABM plan into action: Get your sales team to work in perfect harmony Target the right accounts with marketing Engage across all channels Measure Activate all teams on the information they need for each account Measure what matters most (spoiler alert: it’s not leads) Understand marketing’s performance at every level Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 8

PART ONE > INTRODUCTION TO ACCOUNT-BASED MARKETING WHY START WITH TEAM? ABM can be daunting, but it doesn’t have to be. Ready for some truth? ABM isn’t easy. And when it’s viewed as just another tool or point-solution that can serve as a “set it and forget it” thing, chances are you won’t be successful. It requires team alignment, planning, strategy, and internal buy-in from all revenue teams. That’s a lot for a team to take on. The TEAM Framework exists to help your team move through this process. It’s a simple way for you to think through how to plan, operate, and evaluate your revenue strategy and communicate success clearly both within your team, and across your organization. ABM isn’t just another point solution or tool, it’s a shift in your go-to-market strategy. The TEAM framework and Terminus can help you with this process every step of the way. Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 9

PART ONE > INTRODUCTION TO ACCOUNT-BASED MARKETING TEAM TARGET ENGAGE Earlier, deeper penetration into buying FRAMEWORK + Combine & connect all your data centers with best-in-class advertising in one place to easily create and and program management. THE TERMINUS manage segmented lists of accounts. Terminus Account-Based Advertising Terminus Account Database LinkedIn Sponsored Content via Terminus ABM PLATFORM G2 Crowd & Bombora Intent Data Terminus Account-Based Retargeting Relationship Data Account-Based Chat Terminus Firmographic Data Append Web Personalization ABM requires more than just one channel, point Email Banners solution, or data source. Orchestration of multiple points of engagement, tactics, and actionable data is key. That’s why, along with a framework and strategy, it’s important to invest in an ABM platform. Terminus offers the most channels and data MEASURE sources to enable the key requirements and ACTIVATE coordination needed to deliver highly personalized Comprehensive account-based and and integrated pre- and post-sales customer Enable sales teams with real time multi-channel reporting so you know experiences. It helps operationalize and scale prompts when accounts are most how your programs drive revenue. cross-functional integration of teams and the engaged. ABM Dashboard ancillary technologies necessary to execute ABM. Email Banner Clicks Multi-Touch Attribution Later on, we’ll discuss why it’s so important to Chat from Anywhere Opportunity Insights Campaign Analytics Terminus Anonymous Visitor ID Customized Reports operate your ABM platform from one central Terminus Engagement Spike Models Email Banner Clicks platform, rather than many separate point solutions. Terminus Sales Insights Chat from Anywhere Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 10

PART TWO > THE HISTORY AND STATE OF ABM A BRIEF HISTORY ON ABM Unlike “inbound marketing” that has Account-based marketing (ABM) has been around for longer than you been the standard B2B might think– it just wasn’t always called ABM. B2B companies have always marketing strategy up had target account lists of their “white whale” prospects that would receive special attention from sales and marketing teams. You may have heard this until the 2010s, ABM is referred to as “integrated marketing.” not a lead generation What changed? And when did it become called “ABM”? In the 1990s, B2B strategy. Sure, it might companies started to realize they needed to act more like B2C companies generate some leads, who were providing powerful and personalized brand experiences. The term “ABM” was coined in 2004 by ITSMA but it would take another but it’s about creating decade before the term would become mainstream. focused awareness Around the time Terminus was founded in 2014, “account-based and engagement with marketing” received enough global search traffic to show up on Google Trends. Since then, the technology that empowers B2B marketers a segment of future to provide targeted, personalized marketing campaigns to the right customers and working audiences has accelerated at breakneck speed. Looking to the future, it’s safe to say that the term “ABM” will fade into side-by-side with your obscurity and just become synonymous with “B2B marketing,” similar to sales team to create how “digital marketing” is just, well, regular marketing these days. opportunities. Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 12

PART TWO > THE HISTORY AND STATE OF ABM Currently implementing processes and technologies ABM is RECENT TRENDS OF ABM a proven strategy The year 2020 spurred an even that we are optimizing bigger rush to ABM. The 2019 Terminus State of ABM report found that 23% of respondents had no active ABM program. For the 2020 report, that Our number dropped to just 5.8%. An overwhelming majority — 94.2% sales and marketing of respondents- currently say they’ve got an ABM program. Of teams those with an active ABM program, 7.9% were in an experimental are fully integrated pilot phase and 43% rated their experience with ABM as “Early”. into our As a vendor of an account-based platform, this is anecdotally what account- based we saw as well. When COVID struck, we saw a flurry of inbound program activity coming from companies who decided it was finally time to We’re in an experimental get around to ABM. pilot phase Was 2020 the year that ABM went from a component of a marketing program to a commonplace revenue generation strategy? It seems like it. 8% 43% 36% 13% Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 13

PART TWO > THE HISTORY AND STATE OF ABM RECENT TRENDS OF ABM The shift continues to “leads” 90% to “revenue” Since its inception, account-based approaches have been about efficient revenue growth by focusing marketing efforts on only Late 50% the best-fit accounts. While lead generation is a component of an account-based marketing program, it’s only a small part of the equation. The majority of efforts should focus on account 63% engagement and creating opportunities with target account efficiently. Companies early in their ABM journey don’t seem to have reached that conclusion yet, with 42% of respondents looking to ABM as a lead generation strategy. More mature ABM programs eschew lead generation as a goal and align themselves overwhelmingly to new business generation and customer retention respectively, with lead gen only representing 10% of their top 3 KPIs. New business generation Pipeline acceleration Customer retention Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 14

PART TWO > THE HISTORY AND STATE OF ABM Percent of resources RECENT TRENDS OF ABM dedicated to ABM 78% ABM Is Reshaping the Modern B2B Revenue Strategy Year-over-year, we’ve seen the same trend: as account-based programs become more embedded into a company’s sales and marketing strategy, those programs become the main revenue channel for companies. This New opportunities generated year, the results are clear as day. “Mature ABM” programs have seen through an ABM approach account-based practices embed themselves in most of their revenue 79% generating efforts. More than three-quarters of their demand generation resources are focused on ABM. And the returns accompany the effort as almost 80% of new opportunities come through these programs and 73% of their overall revenue is attributed to ABM. Even brand new programs are seeing the benefits, with early companies generating approximately one-third of their revenue from their account-based program. If we correlate the large influx of fledgling account-based programs with the revenue performance achieved by later maturity Percent of overall revenue programs, it’s safe to say that the sea of change in B2B marketing has attributed to ABM finally occurred and will reshape modern B2B go-to-market strategies. 73% Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 15

PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING STEP 1: ASSEMBLE YOUR ABM TEAM Before you begin planning your first ABM campaign, you’ll need to assemble a core ABM team. The members of this team will vary depending on your organizational needs, but at minimum, it should be made up of team leads from sales, sales development, customer success, and marketing. In an ideal world, your account-based marketing team will include the following roles. Business/Sales Sales Database Marketing Content Manager Graphic Designer Development Reps Administrator Operations Manager Your sales development This data guru will The administrator of The storyteller will work Your creative or design team will be responsible keep the contact and your marketing tech with all revenue teams team will work with for working with account data in your stack will be responsible to create relevant and the content manager marketing to execute CRM accurate and up- for tracking the data helpful content that to develop on-brand inbound and outbound to-date. flow and aligning provides value based on resources that drives ABM efforts. contact and accounts each stage of your full- engagement and with ABM tactics. Hint: funnel ABM strategy. interest from your a platform like Terminis Resources might include target accounts. is easier to manage (but are not limited to): This collaboration is vs. piecing together case studies, reports, especially important multiple single-point ebooks, videos, blog for your targeted solutions. posts, or infographics. advertising strategy. Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 17

PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING STEP 1: ASSEMBLE YOUR ABM TEAM (cont.) Account Executives Sales Leader Customer Success Executive Managers Stakeholders Account Executives Your sales leader will be Just like Account Your c-level leadership will get to know your instrumental in setting Managers with future team - including your target accounts inside goals, developing customers, Customer CMO, CRO, and/or and out, forming selling processes, and Success Managers CEO - should all have and strengthening ensuring that marketing know your current a stake in your ABM relationships with all key has buy-in from all sales customers best. strategy. This includes stakeholders as they team members. Marketing will work with budgeting and aligning move the deal through them to identify at-risk on KPIs that measure each stage, all the way accounts and expansion success. to closed/won! opportunities. “If we do our job, reps are going to close. Not only are they going to close deals faster, because we’ve shortened the sales cycle with them, but their win rates are going to go up because we’re giving them the materials they need to win.” Meagen Eisenberg | CMO, TripActions Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 18

PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING Common goals of account- based marketing include: Lower cost of acquisition STEP 2: DEFINE YOUR Brand awareness GOALS AND STRATEGY New business generation Now that you’ve assembled your core account-based marketing team, it’s time to sit down and define your goals. What do you want Pipeline acceleration to accomplish with ABM? Your goals will inform your strategy, so it’s important that everyone on your core ABM team is on the same page. Customer retention or expansion Product adoption Shorten sales cycle time Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 19

PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING STEP 3: SELECT YOUR TECHNOLOGY Email Signature By now you know the name of the game with ABM: understanding exactly who your most A 1:1 channel–every ABM likely future customers are and then deploying an immersive and personalized end-to-end practitioner’s true love. Eye- tracking tests prove that a buyer experience for them. The only way to do that? A smart tech stack. branded email signature Let’s take a look at each piece of a tech stack recommended for ABM: attracts the most eyeballs , so it’s no wonder brands are using that hot real estate to Advertising put the right content, events, Chat and company announcements With in-person events taking in front of the right people. Say hello to your new sales a backseat for the greater part How’s it done? With an email Attribution rep. Chat (especially chatbots) of 2020, nearly half of B2B signature marketing platform! Ready for a little tough love? are becoming one of the most marketers say they’re pouring There is zero point in putting valuable techstack investments even more of their budgets ABM practices into play that you can make–with 85% into digital advertising to get without a way to attribute of B2B chat use cases being in front of more prospects. Sales Engagement revenue to those practices. attributed to sales. Think: Paid search, Display ads, A modern marketer isn’t Period. The only way you can LinkedIn Ads, and more. waiting for leads to come in - prove that ABM is working in they’re working in lockstep with your organization is through CRM/Marketing their sales teams to target their attribution, and the only way Automation Web Personalization most wanted prospects. And you can do attribution properly Gone are the days when a there are sales engagement is with the right piece of You need a single source of tools that are absolute musts to technology. truth for your customers, and generic landing page would nab the demo request. Eighty get this job done–We’re talking a reliable way to continue to analytics, real time alerts, and nurture them in every stage percent of B2B businesses say that personalizing their website an easy way to put relevant and of the funnel. But careful–the compelling content in front of ABM use case for automation experiences using customer data has more effectively accounts. doesn’t include batch and blast. Those days are very over. helped them achieve their business goals. Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 20

PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING Potential Data Downfalls STEP 3: SELECT Time spent manually creating reports from multiple sources YOUR TECHNOLOGY No “single source of truth” for data No visibility at real-time data from all sources In addition to cost considerations like subscription fees, Inability for individual team members to run reports themselves service fees, and implementation, you’ll also want to Comparing “apples to oranges” data from different sources consider a very important factor that impacts your tech stack: data. You’ll be collecting lots of rich analytics from each channel or solution just mentioned, but you’ll How to Combat The Data Dilemma: also need a way to see the full picture. That way all stakeholders can access the same reports, dashboards, Create a techstack with as few pieces of technology as possible and main source of truth. Ensure your tech can easily integrate into your CRM for visibility Spend time creating useful reports and dashboards Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 21

PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING STEP 3: SELECT YOUR TECHNOLOGY From the purchasing, to onboarding, and ongoing use, your ABM tech stack will involve a lot of different stakeholders. And the data part? All team members will need a central location to access and track multiple data points and sources so they can take action on it. Rather than purchasing a lot of different single point solutions and taping them together, consider investing in a full ABM platform that ensures smooth data flow and allows full access for all stakeholders. Stakeholders Platform Data Flow Stakeholders Platform Data Flow Product Marketer Email Signature Product Marketer CRO Chat CRM CRO Terminus CRM Junior Marketer Attribution Junior Marketer For Ads, Chat, Web Personalization, Email Demand Gen Marketer Web Personalization Marketing Demand Gen Marketer Signatures, Attribution Marketing CFO Sales Engagement Automation CFO Automation Platform Platform IT Ads IT Sales Customer Support Customer Support Engagement Platform CMO CMO HR Single Point HR Sales Leader Sales Leader Terminus Junior Sales Person Solutions Junior Sales Person Content Marketer Content Marketer Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 22

PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING STEP 4: IDENTIFY Industry/vertical AND PRIORITIZE Number of employees TARGET ACCOUNTS Annual revenue Budget Geography The first step is to define your company’s ideal customer Technology they currently use profile, or ICP. An ICP is a description of the company - not the individual buyer or end user - that’s perfect Size of their customer base for your product or service. Your ICP should focus on Level of organizational or technological maturity relevant characteristics of your target accounts such as: Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 23

PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING The following data STEP 4: IDENTIFY AND sources are available PRIORITIZE TARGET ACCOUNTS through Terminus: Psychographic intent Once your ICP is defined, you can then use first- and third-party data sources to Technographic intent build detailed and dynamic audience segments full of future customers. Use intent Hiring intent data with your website activity and CRM data to further segment and prioritize these Research intent accounts by highest propensity to buy. This groundwork will make your sales team more efficient, with shorter sales cycles, less resources used, and–ultimately–the ability Bid stream intent to provide a more personalized and helpful solution to your new customers. And the Engagement data more data you have, the fuller the picture for the account you’re targeting. That’s why Relationship scores it’s important to collect all sorts of intent data, from all sorts of sources. Product reviews intent CRM and MAP data Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 24

PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING “For an average multi-channel STEP 5: SELECT YOUR integrated campaign, we may incorporate five to eight different CHANNELS AND CRAFT media channels. This includes MAP email, outbound and inbound SDR YOUR MESSAGING teams, display, social, paid search and content syndication. Email Delivering consistent, tailored messaging across multiple channels nurture programs and landing to your target accounts automatically gives you an advantage pages/website are common to drive against your competitors. Individually, certain channels may feel the target to. Content marketing is oversaturated and could possibly lose their effectiveness. But when leveraged to engage and educate they are used in harmony with other channels, while delivering a the TARGET audience frequently.” unified, personalized message, good things happen! It’s important to find the best way to get your message in front of the right Julie A. Steven, Marketing Director, audiences, whether they’re at work or at home. EverCommerce Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 25

PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING STEP 5: SELECT YOUR CHANNELS AND CRAFT YOUR MESSAGING Today’s top channels to consider for your ABM strategy: Targeted display advertising: Web Personalization: Terminus offers 69 different ad networks where ABM practitioners Greet every visitor on your website with a tailored greeting, no can reach their audience across 400,000 different websites. matter how they got there. Retargeting: Account-Based Chat: Once someone has visited your website - either through an ad click Connect your sales and customer success team members with your or organically - continue to follow them around the web with display most important prospects and customers, anytime they’re on your ads that target them individually. website or want to start a chat from any channel. LinkedIn Sponsored Content: Email Signature Marketing: Target specific roles within your target accounts and deliver Turn every email your employees sent into a targeted marketing persona-specific content precisely to the right people. channels. Employee email offers to most accurate form of targeting (by email domain). Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 26

PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING STEP 5: SELECT YOUR CHANNELS AND CRAFT Use as many channels to deliver your ads as possible. YOUR MESSAGING The more, the merrier! Take the time to personalize your ads based on tiers. Consider these dos and don’ts when selecting your Account-specific targeting is most effective, but also takes channels and crafting your messaging: the most time to create. Leverage signal or intent data to get granular details on Keep running the same ad creative for a long time. If your prospect’s pain points so you can develop your advertising audience continues to see the same ad over and over again, strategy around it. they are less likely to click. The average CTR with email banners significantly drops after three weeks. Keep your content fresh! Whether you switch up the design and promote the same piece of content or promote Include large amounts of text that will overwhelm your a new piece of content with a different look and/or feel, audience or “over explain” the ad’s offering — keep it short keep it fresh to get more clicks. Email advertising banners and straight to the point! achieve the highest engagement between three and seven Silo your ads. Ensure your prospects are getting a cohesive days after the ad launches. experience no matter what channel they are on. Be conscious of your banner copy. Experiment with Create a never-ending loop with your ads. Ensure your ads and different amounts of text and see what works best. For content lead to a final destination. email signature banners, up to five words achieve the highest average CTR. Settle on CTAs such as “Learn more” or “Click here.” Instead of using general terms, use more specific phrases like “Lock in Always include a strong call to action, whether it be in the your discount” or “Watch the short video” or “Save your spot.” form of a button or text that is significantly different. Have fun with phrasing! Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 27

PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING Centralize Account Information: First, be sure to pipe together relevant account and contact-level activity, engagement, relationship, and STEP 6: EXECUTE intent trends right into your CRM. CAMPAIGNS AND BEGIN Enable Faster, Better, Outreach SALES OUTREACH Track who and how many stakeholders from each account are visiting your website. Or show your sales Account-based marketing works best when all revenue teams team every touchpoint so they understand how that are on the same page and are speaking the same language. account has interacted with your brand. As you continue to target your top accounts with personalized advertising and start to see them interact with your brand, it’s important to bring together the data, visibility, and alerts your Understand Who to Talk to and What to Say: sales, outbound, and customer success teams need for outreach. Then use your engagement data to prioritize a list for your sales and outbound teams so they can spring into action. With contact-level intent data, they can tailor their outreach to each individual’s interests. Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 28

PART THREE > 7 STEPS TO GETTING STARTED WITH ACCOUNT-BASED MARKETING STEP 7: EVALUATE AND OPTIMIZE Building audience segments and executing campaigns are both important components of a successful ABM strategy. However, what might be the most important is the ability to evaluate what’s working best (or not working). Constantly analyze campaign performance based on the channels you use, content you share, messaging you write, or any other variable. Learn what works best and do more of that. Understand what’s not working or resonating and do less of that. As one campaign is completed, take the time to measure important KPIs so you can apply those learnings to your next targeted campaign. The key to smart, efficient marketing is continuous optimization and improvement. But the first step is to determine which KPIs are most important to measure. We’ll cover that (and much more) in part four! Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 29

Some of the most important things to optimize are (in descending order of the funnel): PART FOUR > HOW TO MEASURE CPM and CPC AND OPTIMIZE YOUR ABM Optimize cost-per-impression and cost-per-click by alternating ad creative, refining CAMPAIGNS target account lists, and (if you’re a Terminus customer) working with your Digital Media Manager to help ensure maximum coverage and ad spend efficiency. OPTIMIZATION Account Engagement Optimize the number of engaged accounts (and how engaged they are) by creating stronger messages aligned to personalized web-pages or content experiences. One of the great things about ABM is how Creating immersive, binge-worthy content is a great way to accomplish this. dynamic it is. As target accounts become interested, start showing engagement, Opportunity Creation Rate and start down the path of their customer journeys, they should be met with content Optimize how many target accounts become new opportunities by refining your relevant to their stage. While legacy inbound account engagement framework (similar to how inbound marketers create lead marketers might think of optimization as qualification frameworks) and working with your outbound and sales teams to increasing the number of form-fills and encourage special attention on target account lists. decreasing cost-per-lead (CPL), ABM marketers are optimizing multiple parts of Pipeline Velocity their funnels with one goal in mind: more Optimize how quickly your opportunities are becoming customers by deploying revenue, faster. That means account-based automated stage-based campaigns that deliver content relevant to their opportunity marketers aren’t just considering optimizing stage. Work closely with sales to understand what content their prospects need to be the tops of their funnels, they’re also better informed of their buying decision. measuring pipeline velocity, new deal rates, and even customer retention and expansion. Close Rates Optimize how many of your target accounts become customers by creating tighter target segments who receive more personalized ads and messages. Refine your ideal customer based on your most valuable new and existing customers. Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 31

PART FOUR > HOW TO MEASURE AND OPTIMIZE YOUR ABM CAMPAIGNS ACCOUNT-BASED MARKETING KPIs For a deep dive on exactly what metrics to measure across every stage of your account-based marketing funnel, we encourage you to check out our infographic on the Full Revenue Funnel. https://terminus.com/blog/account-based-marketing-funnel-infographic/ In it, we break down what the exact stages are and the KPIs associated with each of them. The quick version is this: Engaged Target Accounts It may seem like a lot to measure but remember: the things you measure Target Accounts influence the decisions you make. Focusing on the entire funnel will Target Account Opportunity Creation influence you to create better, more holistic, and more consistent brand Target Accounts Won experiences for your buyers. That’s going to give you a strong edge Customers Retained (Net Retention) against the competition and win more new customers. Customers Expanded (Gross Retention) Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 32

PART FOUR > HOW TO MEASURE AND OPTIMIZE YOUR ABM CAMPAIGNS METRICS THAT DON’T MATTER If you’ve been a marketer in the past 20 years there’s a good that’s far more likely to become a customer. If you’re still stuck chance that “leads” has been a KPI on which you were on leads, consider a competitor that might be personalizing measured. One of the reasons that ABM has become the specific and relevant resources to a potential customer your modern standard for B2B marketing is precisely because sales team is also talking to – who do you think is more likely leads are such a poor and unpredictable indicator of revenue. to win that account? In fact, less that 1% of all leads end up becoming customers. Of course, no one would ever say no to a hot lead, but in a Instead of measuring leads, measure opportunities. modern buying environment there’s a reason that only 9% of Opportunities are a much more solid indicator of revenue and leading ABM programs measure leads: they’re not nearly as it’s the same thing your sales team is measuring. When sales important as they once were. and marketing are working together to achieve the same thing, good things happen for your revenue goals. So if less that 1% of leads become customers, what are you doing with the other 99% of them? Wasting time and resources. ABM is all about efficiency– focusing on the Remember: If you’re trying to market to most likely future buyers for your company and dedicating everyone, you’re marketing to no one. resources only to them. That frees you up to spend more time creating phenomenal experience for a smaller audience Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 33

CONCLUSION It’s no longer just about marketing owning top-of-funnel leads Account-based marketing is all about targeted, smart, or sales owning bottom-of-funnel opportunities. Revenue and efficient revenue growth. It’s about doing more with teams today now have endless segmenting capabilities based less during a year when budgets are slashed. And it’s also on a wealth of first- and third-party data, more channels than about providing a personalized buying experience for your ever before, and analytics to measure success at every stage. customers. This Blueprint can help you do all of that, and Terminus is an ABM platform that can help scale it even Today’s B2B teams are finding better ways to drive revenue further. for their companies. This resource may have “Account-Based Marketing” in the title, but soon ABM will just become So whether this Blueprint serves as a starting point or the dominant revenue strategy for today’s leading B2B inspiration to do even more, use it to your advantage! And companies. ABM is just good marketing. we’ll be here, rooting for you and helping along the way. Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 34