the complete guide to account engagement for ABM

ACCOUNT-BASED MARKETING The Complete Guide to Account Targeting How to Target Accounts, Gather Intelligence, and Take Action on Your Account Data

TABLE OF CONTENTS Introduction: The Account Intelligence Arms Race 3 Mission 1: Evaluate Your Account-Based Landscape 5 Mission 2: Zero In On Your Targets 14 Mission 3: Build a Centralized Account Intelligence Center 22 Mission 4: Define the Rules of Engagement 33 Mission Complete 38 The Complete Guide to Effective ABM Targeting 2

INTRODUCTION The Account Intelligence Arms Race Whether you know it or not, you are in an account intelligence arms race. Tomorrow’s winning B2B companies will be the ones that are able to centralize intelligence from multiple sources at an account level and be able to take action quickly across their sales and marketing channels. Right now, your competition is finding more advanced ways to collect and synthesize account data, identify key target accounts, and connect with relevance in a timely fashion (creating a blockade for your sales teams). Success in B2B marketing and sales is now a game of inches, not feet. And it starts with effective, data-driven, and dynamic targeting built on new types of account data that you can take action on immediately –– not tomorrow or next week. In this eBook, we will take you step-by-step through how to get started by building out your total addressable market (TAM), ideal customer profile (ICP), and first account lists. Then we will show you how to scale and improve your targeting with advanced account data enhancement and segmentation. The Complete Guide to EfThe Complete Guide to Effective ABM Tfective ABM Tarargetinggeting 3 3

The Account Intelligence Arms Race The T In Team Is For Target The TEAM Framework The TEAM framework is a TARGET ENGAGE comprehensive framework that drives successful, account- Combine & connect all your Get earlier, deeper penetration centric programs where data in one place to easily into target buying centers with marketing & sales act as a create and manage target best-in-class account-based account lists advertising & multi-channel unified team. program management Marketing/Sales Alignment | Reporting Clarity | New Account Identification (via TEAM Display & LinkedIn | Offline Campaigns The TEAM framework engagement & intent) | Email addresses the core functional areas of a modern B2B marketing organization: targeting, engagement, MEASURE ACTIVATE activation, and measurement. In this ebook we will focus Super-simple reporting so you Help sales open more ops, on how you can identify and know how your account-based faster, by giving them realtime programs are driving revenue prompts to reach out when target the best accounts for accounts are most engaged your go-to-market initiative. Account Graph Lead-to-Account Mapping | Account-Level ROI | ABM Scorecard Customized Engagement Triggers | Native to SFDC The Complete Guide to Effective ABM Targeting 4

MISSION 1 Evaluate Your Account-Based Landscape How to Identify Your Total Addressable Market & Ideal Customer Profile The Complete Guide to EfThe Complete Guide to Effective ABM Tfective ABM Tarargetinggeting 55

Evaluate Your Account-Based Landscape Before you can effectively target accounts, you have to assess the attributes of your best accounts and how many accounts have those attributes. You do this by defining your total addressable market (TAM) and ideal customer profile (ICP). Before we show you how to do this, let’s clearly define what these two terms mean and how they are different. The Complete Guide to Effective ABM Targeting 6 6

Evaluate Your Account-Based Landscape What Does Total Addressable Market Mean? Your TAM is made up of all the accounts you could possibly ever sell to. This is the entire revenue potentially of your current set of products and services. In a B2B account-based strategy we translate this to the number of companies, or rather, accounts, we could sell to. What Does Ideal Customer Profile Mean? An Ideal Customer Profile is often confused with a buyer persona - but they’re referring to two separate things. Unlike traditional inbound marketing, ABM doesn’t necessarily require the in-depth, character-driven personas (think “Megan the Marketer”). Instead, an Ideal Customer Profile is a description of the company that’s the best fit for your product or service (and when you’re talking about the people on the buying committee at that company, it’s a buyer persona). Your ICP should focus on relevant characteristics of your target accounts, such as: • Industry/vertical • Geography • Employee headcount — companywide • Technology they use and within key departments • Size of their customer base • Annual revenue • Level of organizational or • Budget technological maturity The Complete Guide to Effective ABM Targeting 77 7

Evaluate Your Account-Based Landscape How Are TAM And ICP Different? As described above, your TAM is the total number of accounts that could buy your product or service ever. But, just because a company could buy your product doesn’t mean you should invest valuable time and resources in marketing to them. Your resources are scarce. Even if you sell a SaaS tool, there is a cost in people and resources for every customer you bring on. Someone has to help manage your customers, create new features to keep them happy, and you need support staff to manage those people. So even if your product could potentially serve an infinite number of people, that doesn’t mean you have the resources at your disposal to handle that volume of output. The point is that you should view your product as a scarce resource, no matter how much availability there actually is. This is where your ICP comes into play. Whereas a TAM is more of a fuzzy, idealistic number of accounts, ICP is the realistic number of accounts that you should focus on. These are the accounts that are easiest to convert into opportunities, have the shortest sales cycles, and become the happiest customers. Keep in mind that you probably won’t target every company that fits your ICP at the same time. It would be great if you could, but most companies don’t have the resources to target the entirety of their ICP all at once. And if you define your ICP and find that you do actually have the budget and bandwidth to target the entire list of accounts, you were probably too restrictive in defining it! Let’s look at a couple of examples. The Complete Guide to Effective ABM Targeting 8

Evaluate Your Account-Based Landscape How Would Salesforce Define Their TAM And ICP? If we go all the way back to 1999, Mr. Benioff probably had a very different TAM and ICP than he has today. Back in 1999, Salesforce’s TAM would have been any company that could possibly ever buy a CRM. Their ICP, however, was most likely something such as: B2B companies in the tech industry, with 100 or more customers, and ten or more sales people. Today, Salesforce’s TAM is estimated at $140 billion. They have a large list of products that can serve a much larger number of industries and people, but for the sake of simplicity, let’s just look at the current TAM and ICP of their CRM tool. Although Salesforce’s TAM has grown tremendously, their CRM TAM is about the same as it was in 1999. While there has, of course, been some growth in the market, the overall number of companies that could ever possibly purchase a CRM has stayed relatively the same. Their ICP, however, has changed dramatically. Today, their ICP would be something such as: companies — B2B and B2C — in the technology, financial services, utility, healthcare, agriculture, education, and manufacturing industries, with fifty or more customers, and five or more sales people. The Complete Guide to Effective ABM Targeting 9 9

Evaluate Your Account-Based Landscape How To Define Your ICP To define your ICP you need to identify the firmographic, environmental, and behavioral attributes of your best customers. You will do this by building lists of your best customers, filling out their firmographic, environmental, and behavioral attributes, and uncovering patterns and similarities. Lists You Will Need: What qualifies as your best customers and how you track that is often unique, so it is hard to prescribe exactly how to do it. You will want to look for customers who have the highest feature adoption, product usage, or likelihood to renew. If you don’t have this information then you could look at all the accounts who have been customers for two or more years. If you’re a newer company or an established company moving into a new market, you might not have enough customers to form a baseline. In this case, your ICP will be based on assumptions and require you to do market research to fill in the criteria. The Complete Guide to Effective ABM Targeting 10 10

Evaluate Your Account-Based Landscape Example Inputs Outputs • Active customers Account Name Industry Size Geography Annual Revenue Technographics Founding • Accounts that have been Account 1 Software Enterprise US $50-100 M ERP Public customers for over two years • Customers with a churn score Account 2 Financial Services SMB US $5 M ERP Series A over 7 (on a scale of 1 - 10 with 10 Account 3 Software Mid-Market US $15 M ERP Series C being best) • Customers with 80% feature Account 4 Software SMB APAC $10 M No ERP Series A adoption Account 5 Healthcare SMB US $50 - 100T No ERP Self-funded Analysis Ideal Customer Profile The majority of accounts on this best customer list are • Geography: US U.S.-based SMB companies that have been venture • Size: SMB funded, have ERP, are in the software industry, and have • Funding: Yes over five million in annual revenue. Companies that fit this profile make up your ICP. • ERP: Yes • Annual Revenue: Over five million The Complete Guide to Effective ABM Targeting 11

Evaluate Your Account-Based Landscape How To Identify Companies That Fit Your ICP Your ICP is a set of characteristics that best identify the accounts that will have the most success with your product and be the most profitable for your company. In many cases those attributes are a mix of things that can be easily identified prior to you beginning your marketing and sales efforts, and characteristics that you need to discover through research. Start with accounts that you have in your CRM and narrow the list down to those that have the firmographic fit for your ICP. For the attributes that you don’t have in your CRM, you need to look for data sources that can reasonably identify other characteristics that fit your ICP. A good example would be: if your solution is most valuable to companies that are growing their software development efforts, you could find a data source that looks for job openings in software engineering. To identify the companies that fit your ICP you will want to take 3 steps. You should start by evaluating the accounts in your CRM and the account data that you have on those companies. Once you have identified data gaps, you will want to look for sources to augment the data you have. The Complete Guide to Effective ABM Targeting 12

Evaluate Your Account-Based Landscape Step 1: Evaluate Your CRM Questions to Ask: 1. Do you have a complete list of accounts that fit your ICP? 2. Do you have data on the firmographic, environmental, and behavioral attributes of accounts that fit your ICP? 3. Are the accounts and data accurate? Step 2: Identify Data Gaps 1. Do you need to find more accounts in a given industry or geography? 2. Do you need data on a given account attribute? Step 3: Enhance Account Data Once you have identified the gaps in your CRM, you can leverage outside data sources to start filling those gaps. Companies such as Datfox, DiscoverOrg, and Datanyze are good places to start. The Complete Guide to Effective ABM Targeting 13 13

MISSION 2 Zero In On Your Targets How to Segment & Tier Accounts for Current Programs The Complete Guide to EfThe Complete Guide to Effective ABM Tfective ABM Tarargetinggeting 14 14

Zero In On Your Targets Now that you’ve defined your TAM and ICP, the next step is to determine which accounts you want to go after right now. According to your strategy that could be the accounts you are going to target in a year, quarter, month, week, or it could be completely dynamic with accounts moving in and out of programs on a daily basis. The Complete Guide to Effective ABM Targeting 15 15

Zero In On Your Targets What Is An Account Segment? You can segment your accounts similar to how you Ideal Customer Profile built your ICP, through firmographic, environmental, • Geography: North America, Europe, & APAC and behavioral attributes. • Size: SMB, Mid-Market, & Enterprise The difference is that when building your ICP you were looking for all • Industry: Software, Financial Services, the attributes that make up your best customers and when you segment and Healthcare you are looking for the attributes that suggest a group of accounts • Funding: Yes may respond to particular messaging, products, or features better. A • ERP: Yes segment can also be based on behavioral signals that suggest a group of accounts have a higher propensity to engage right now. Segment The example to the right shows how an ICP can include multiple • Geography: US geographies, company sizes, and industries, whereas the segment • Size: SMB has been refined to just target a single geography, company size, • Industry: Software and industry. • Funding: Yes • ERP: Yes The Complete Guide to Effective ABM Targeting 16

Zero In On Your Targets What Is An Account Tier? When tiering accounts, you group them by value. Ideal Customer Profile • Geography: North America, Europe, Tier one is made up of the accounts that you have determined to be & APAC most valuable to your company. Tier two has less value and tier three • Size: SMB, Mid-Market, & Enterprise has even less. • Industry: Software, Financial Services, Unlike segmentation, tiering is not as concerned with slimming down and Healthcare the list of firmographic attributes as it is with identifying accounts based • Funding: Yes on value. There are many ways to do this. Some companies tier their • ERP: Yes current customers based on revenue received. Others may tier based on the Fortune 500 companies that are a good fit for their solution. While Tier others tier based on a combination of firmographics and behavioral attributes that suggest a company is most likely to be a more valuable • Size: Fortune 500 customer and behavioral signals that suggest a group of accounts have • Industry: Software, Financial Services, a higher propensity to engage right now. and Healthcare The Complete Guide to Effective ABM Targeting 17

Zero In On Your Targets How To Segment Your First Account List Tomorrow’s winning B2B companies will be the ones that are able to ingest new account data sources and take action on that intelligence the quickest, but if you’re just getting started, you may need to start out simple and iteratively get more advanced. Choosing How Many Accounts To target According to where you are on your account-based mission, you probably want to target anywhere from 100 - 1,000 accounts. The number of accounts depends on how many salespeople will be involved, your opportunity and revenue goals, and standard Full Rollout conversion rates. Your goal should be to achieve greater conversion rates, but you can start with your current baseline. In general, the earlier you are in your account-based journey, the fewer sales reps you want to have involved in the program. If you are running a pilot program, it is critical to Initial Rollout lead with a small group of your best sales reps. A small group allows you to stay close to what is happening and enables optimal feedback and communication. As you expand past your pilot you should bring on a larger test group to see how Pilot the program scales with a larger set of salespeople and target accounts. Once you’ve tweaked the program to perform well at scale you can expand across an even larger set of salespeople. The Complete Guide to Effective ABM Targeting 18

Zero In On Your Targets Choosing Your Accounts If you are conducting a pilot you may not have advanced targeting data and tools - and that’s okay (if you do, you can skip to the advanced segmentation section). For now, you can use the firmographic data already at your disposal to trim your list down based on the accounts that you believe have the highest chance of success and will respond to similar messaging. Lists You Will Need: You have already identified the attributes of your best customers. This list should likely include a large list of firmographic attributes. If you can cross- reference those data points with the attributes of the accounts that progressed the quickest through your sales cycle, you can further narrow your list to a “sweet spot” of accounts that share qualities with your best, highest-velocity customers. You will want to be sure that the list you come up with fits within your ICP. Otherwise, you run the risk of targeting a group of accounts that are likely to close quickly but churn early. As a rule of thumb, you could start by filtering out all the accounts that don’t fit your ICP. The Complete Guide to Effective ABM Targeting 19 19

Zero In On Your Targets Example Inputs • Opportunities that closed in the past twelve months Outputs Account Name Days in Sales Cycle Industry Size Geography Annual Revenue Technographics Founding Account 1 238 Software Enterprise US $50-100 M ERP Public Account 2 67 Financial Services SMB US $100 - 500 T ERP Series A Account 3 149 Software Mid-Market US $1 -5 M ERP Series C Account 4 76 Software SMB US $50 - 100 T ERP Series A Account 5 156 Healthcare SMB US $50 - 100T ERP Series B The Complete Guide to Effective ABM Targeting 20

Zero In On Your Targets Analysis The accounts with the fastest sales cycle were the SMB software companies. This is a good start for where to point your laser, but you probably need to further refine the list. Let’s say you have specific messaging and content for cybersecurity software companies. You could then pick the top 100 SMB cybersecurity software companies to enroll in your pilot program. Getting Buy-In from Sales Marketing-sales alignment is crucial when building and segmenting your account lists. While you may have done the research to build what you think is a foolproof list, your sales team might have a different perspective based on their experience in the trenches working on these accounts. So, once you’ve got your list ready, set up a meeting with your sales team (or at the very least, the sales leadership team) to: • Explain the logic behind the list • How you created the list • Ask for feedback The Complete Guide to Effective ABM Targeting 21 21

MISSION 3 Build a Centralized Account Intelligence Center Advanced Strategies for Segmenting Accounts The Complete Guide to EfThe Complete Guide to Effective ABM Tfective ABM Tarargetinggeting Terminus.com 22 22

Build a Centralized Account Intelligence Center Once you’ve built your first account lists and run a few pilot programs, you will want to start looking to scale your program from two perspectives: one that looks at how many accounts you want to target, and one that looks at the types of account data you are or will be using. To do this you‘ll need to gather new types of account intelligence - but that’s just half the battle. Just having the data is not enough: it’s critical to have a process outlined for ingesting the data and making it actionable. We’ll show you how to do that, but first let’s look at the different types of account intelligence you can use. The Complete Guide to Effective ABM Targeting 23 23

Build a Centralized Account Intelligence Center What Types of Account Data Is Available? Fit Data We’ve already talked about fit data when we were building your ICP. Fit data, which includes firmographics such as industry and company size, are the basics of an account-based strategy. While having this may give you an edge over many of your competitors, some of your competition is probably using more advanced fit data – so you should, too, if you want to gain the upper hand. Incorporating advanced data attributes into your account-based targeting, including some of the characteristics outlined below, enables you to get hyper- targeted with your marketing and sales campaigns. Common advanced data attributes include: • Technology used • Recent funding • Number of employees in a specific department The Complete Guide to Effective ABM Targeting 24 24

Build a Centralized Account Intelligence Center Intent Data How would you discover if your accounts are interested in what your company is selling? It starts with monitoring third-party websites — not your own websites — for signals that accounts are searching for services or products similar to yours, or are researching topics relevant to your company. Here’s an example: imagine you sell a SaaS product for physical therapists. Based on your ICP and the research history of your current customers, you know your prospective customers are likely searching for content about cloud- based electronic medical records, streamlining documentation, and billing and outcomes tracking among other concerns a clinic director might face. Intent data would let you know when people from a target account are going to third-party sites about cloud-based electronic medical records, streamlining documentation, and billing and outcomes tracking. Intent data arms your team with early intelligence that an account is interested in a solution or topic relevant to your company. With this intelligence you can trigger campaigns targeting these accounts with more personalized messaging before your competition even has them on their radar. The Complete Guide to Effective ABM Targeting 25

Build a Centralized Account Intelligence Center Relationship Data Engagement Insights By analyzing the email and calendar patterns of all your While intent is all about identifying interest and catching employees, relationship insights identify and quantify the it early to help inform your sales and marketing teams’ entire network of relationships that exist between your strategies, engagement insights demonstrate the ways in team and decision influencers in target accounts. which accounts are currently interacting with your brand, online and off. Relationship data gives marketers true insight into the quality of relationships and engagement within target With engagement insights, you’ll know which accounts are accounts while also allowing you to segment these engaging the most with your website, events, emails, and relationships by location or other customizable segments. content — all signaling a high level of interest. And, you will know it before anyone from the account has filled out Let’s say you’re planning a direct mail campaign for a form. opportunity acceleration. You could use relationship data to segment out a list of opportunities that have the most two-way communication with your team and filter out the opportunities with weak or nonexistent communication. The Complete Guide to Effective ABM Targeting 26

Build a Centralized Account Intelligence Center How Do You Get Advanced Account Data? It’s time for a moment of truth: to get access to advanced account data, you’re probably going to have to buy most of it. While it is possible to gather fit, relationship, and engagement data yourself, it would be a very manual process, you would end up with a lot of gaps and errors in your intelligence, and it would not be scalable. Here is a chart of account- based data providers. Chart Of Account-Based Data Providers Terminus Bombora Sigstr G2Crowd DiscoverOrg Datafox Fit X X X Intent X X X Relationship X X Engagement X The Complete Guide to Effective ABM Targeting 27

Build a Centralized Account Intelligence Center How Should You Manage Account Data? As we said earlier, getting that data is just half the battle. Your process for ingesting the data and making it actionable is the hard part. To do this, you need to build a centralized account intelligence center, or more simply, an account hub. Your account hub is a place where you can see all the FIRE data in a single view, prioritize accounts, and build your lists. Account Data Management Options Ideally, you want an account-based platform such as Terminus to manage your account data, but if you are earlier in your account-based journey, you may have to rely on spreadsheets as traditional lead-based CRM and marketing automation tools are designed to manage contacts, not accounts. The Complete Guide to Effective ABM Targeting 28 28

Build a Centralized Account Intelligence Center Step 1: First, you will want to identify the firmographic, intent, relationship, and engagement data you want to track at an account level. For example: Fit • Industry • Company Size Intent • Medical Record Management • Medical Documentation • Medical Billing Relationship • *Score Engagement • Pageviews • Campaign Responses • **Last Engagement Spike * Sigstr provides a score from their relationship algorithm. ** An engagement spike is a meaningful increase in the number of visitors and page views from a specific account based on the number of employees at that account. The Complete Guide to Effective ABM Targeting 29 29

Build a Centralized Account Intelligence Center Step 2 You’ll then want to build an account hub spreadsheet. Based on the criteria above, your spreadsheet would look like this: Relationship Page Campaign Last Account Industry Size Intent Score Views Responses Engagement Spike Step 3 Now that you have an account hub spreadsheet, you need to fill it out. To do this you need to first export a CSV file from each of your account data tools. So, if you are using Datafox for advanced firmographics and Bombora for intent, you will need to go into both, select your accounts, and download a CSV file. The Complete Guide to Effective ABM Targeting 30

Build a Centralized Account Intelligence Center Step 4 Clean up and consolidate the data. To do this, you’ll typically use a VLookup to match the account domain when consolidating data across multiple sources. But, different tools have different ways of writing the domain. Some include a forward slash at the end and some don’t. Some tools use http, while others use www. You will need to go through the list and make sure all the URLs are uniform. This is what our Marketing Ops team used to refer to as Spreadsheet Island. Step 5 Finally, you will be ready to consolidate all the data into the account hub spreadsheet. Account Industry Size Intent Relationship Page Views Campaign Last Engagement Score Responses Spike Account 1 Software Enterprise Medical Billing 600 56 4 Last Week Account 2 Healthcare SMB Medical Re- 100 123 13 Today cord Manage- ment Medical Docu- mentation Account 3 Financial Ser- Mid-Market Medical Docu- 400 0 0 N/A vices mentation Account 4 Software SMB Medical Docu- 300 12 0 Last month mentation The Complete Guide to Effective ABM Targeting 31

Build a Centralized Account Intelligence Center Step 6 Once your data is centralized into your hub, you can begin to create account lists for specific campaigns based on fit, intent, relationship, and engagement. For example, you may want to run digital ads for a group of accounts showing intent and send direct mail to a group of accounts showing engagement. Step 7 Get the Terminus Account-Based Platform’s Account Hub, so you never have to do that much manual reporting again (kidding!). All jokes aside, as you prove the value of your ABM program and begin scaling it, you will have to find opportunities to streamline your workflow, reduce manual effort, and manage more accounts. At some point, it will become critical to be able to automatically see your account intelligence signals in real-time. The Terminus Account Hub provides a single view of all your fit, intent, relationship, and engagement data. The data is automatically updated in real-time and you can prioritize and build lists with a click of a button. This streamlined approach to account intelligence allows you to focus more time and energy on identifying ways to engage and convert those accounts into opportunities. The Complete Guide to Effective ABM Targeting 32

MISSION 4 Define the Rules of Engagement Build a Plan to Take Action on Your Account Data The Complete Guide to EfThe Complete Guide to Effective ABM Tfective ABM Tarargetinggeting 33 33

Define the Rules of Engagement It’s relatively easy to get account data. But it’s harder to get it all into a single view that makes sense and it’s even harder still to make the data actionable. Some of the questions we hear most from our customers From a sales perspective, defining the rules of are, “What do I do with all this data?” and “How do I engagement sets clear eligibility criteria, which allows take action on these intent signals?” a rep to answer the following question: “Am I, Rep A, allowed to reach out to a contact at this account?” By defining the rules of engagement for your marketing and sales teams, you can ensure you avoid this particular From a marketing perspective, defining rules minefield. of engagement can also help to tailor your marketing outreach. Rules of engagement are triggers that set off specific actions and define the boundaries of account While we’d love to discuss the deep intricacies of this, relationships. These triggers are similar to if this, then along with how to leverage these engagement triggers that logic. to engage the full buying committee, that falls outside of the scope of this eBook. Thankfully, though, we’ve got another resource dedicated entirely to account engagement, which you can download here. For now, though, we’ll be explaining how to define and Trigger Action activate engagement triggers for your marketing and sales teams. The Complete Guide to Effective ABM Targeting 34

Define the Rules of Engagement How To Set Up Your Triggers If you have an account-based platform like Terminus with an account-based rules engine, it can automatically manage, execute, and measure the success of your rules of engagement. If you are just starting out and don’t have an account-based platform, you’ll want to create sublists to manage the next steps and measure success. Step 1 Step 2 Define the inputs to your trigger. These should based Define your actions. This could be moving an account off a combination of fit, intent, relationship, and to a new list, program, campaign, or sending an alert to engagement account attributes. It could be for a sales. Here are some examples: combination signaling an account is highly valuable • Add an account to a account-based display and likely in a buying cycle, it could be the complete advertising campaign. opposite, or somewhere in the middle. You will want to • Send sales an alert that a target account is engaging respond to different combinations of account signals in with your pricing page. different ways. The rules of engagement are the key to scaling your account-based program. • Add an account to a LinkedIn advertising campaign. • Send a direct-mail piece to an account. • Request for an executive to send a handwritten letter. • Invite contacts from an account to an event. • Get contacts for an account from a contact provider. • Add the account to a sub list. The Complete Guide to Effective ABM Targeting 35

Define the Rules of Engagement Step 3 Define your process. Plan what steps need to happen and who needs to be involved from the time the trigger is set off to when the action is complete. For example, if you are triggering an executive to write a handwritten letter you might plan the following steps: • Sydney Bristow, Marketing Ops Manager, will add the account to the executive email list. • Sydney Bristow, Marketing Ops Manager, will send an alert via email to the sales owner of an account that has qualified for an executive email. • The email will ask the sales owner to provide the executive contact from the account that they would like the letter to go to, address, and personal details that should be included in the letter. • Michael Vaughn, Demand Gen Manager, will send a request via email to the appropriate executive at her company, Credit Dauphine, with the information provided by the sales owner. • Michael Vaughn, Demand Gen Manager, will get the letter from the executive and mail it via USPS. • Sydney Bristow, Marketing Ops Manager, will add the contact to the executive email Salesforce campaign. Note that if you use an account-based platform like Terminus in combination with a direct mail tool like Sendoso, you can automatically trigger many of these steps. The Complete Guide to Effective ABM Targeting 36 36

MISSION COMPLETE You’ve Passed Account Intelligence Training You’re Ready to Start Targeting Accounts The Complete Guide to EfThe Complete Guide to Effective ABM Tfective ABM Tarargetinggeting 3737

Mission Complete It’s Time To Enter The Account Intelligence Arms Race. While tomorrow’s winning B2B companies will be the ones that are able to ingest new account data sources and take action on that intelligence the quickest, you’ve got to start somewhere. That can be as simple as defining your ICP and targeting your first 100 accounts or as complex as building out narrowly defined sublists and creating multi-touch campaigns to engage the decision makers at those accounts. If you’ve been executing an account-based strategy for a while, assess how agile your account intelligence targeting is. Can you easily insert new account data sources? Are you able to take action on account insights quickly? Terminus is here to help you on your account-based missions. For more strategy tips and tools, head over to our Resources Hub. The Complete Guide to Effective ABM Targeting 38 38