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Expanding Your Reach in Target Accounts

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"Expanding Your Reach in Target Accounts," a presentation by Tonni Bennett, VP of Sales at Terminus, and Stephanie Kelly, Director of Marketing Operations at Terminus, from Revenue Summit 2017 #RevSummit 17

One common challenge B2B companies face with account-based marketing is finding enough contacts within their target accounts. In this session, Tonni and Stephanie will share their secrets to expanding Terminus’ reach to connect with not just the contacts in our database, but with other key stakeholders within those target accounts. They’ll also explain in detail how our sales and marketing teams work together and leverage ABM technology to run account-based demand generation, sales pipeline, and customer marketing campaigns.

Veröffentlicht in: Marketing
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Expanding Your Reach in Target Accounts

  1. 1. Expanding Your Reach in Target Accounts #RevSummit17 | March 7, 2017
  2. 2. Introduction TONNI BENNETT VP of Sales at Terminus @TonniBennett @sangramvajre#FlipMyFunnel @SangramVajre STEPHANIE KELLY Director of Marketing Operations at Terminus @stephpatl
  3. 3. 7 Account-Based Marketing Strategies Terminus is for all 4 types of ABM Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage ABM Strategy (1:1, ABM Lite, Programmatic) Lead-Based Strategy (Bolt-On ABM) Demand Gen Sales Pipeline Customer Marketing Pre- targeting Renewal & Upsell Pipeline Acceleration Wake the Dead Account Nurture Lead-to- Account Nurture Land & Expand X
  4. 4. The importance of reaching more of the buying committee Prospects We found that SDRs set more meetings when they reached out to multiple stakeholders in an account. Opportunities We found that AEs had a higher win rate when we were multi- threaded in the account. Customers We found that customers are more successful when CSMs include and engage multiple stakeholders in the account.
  5. 5. Demand Generation Sales + Marketing = Smarketing
  6. 6. EXAMPLE The Sales & Marketing Terminus 500 Cadence Pre-cadence: Terminus Ads During cadence: LinkedIn and Facebook retargeting to known contacts After 1st 8 days: Direct mail to unresponsive accounts Day 1: Personalized video email Day 2: Email Day 2: Call, LVM Day 4: LinkedIn (Attempt to connect) Day 6: Inmail Day 7: Video email (Sangram) Day 8: Call, no VM Day 8: Direct mail Day 13: Call, LVM about the package Day 13: Email about the package Day 15: Video Email Day 16: Call, no VM Day 20: Breakup video email MARKETING TOUCH POINTS SALES TOUCH POINTS
  7. 7. Demand Generation Personalized Video Emails Terminus Ads Direct Mail
  8. 8. Sales Pipeline • Mail copies of ABM for Dummies to accounts that complete a 2nd call • Leverage proactive Terminus ads to reach the entire buying committee • Reach specific contacts with targeted Twitter and LinkedIn ads • Send occasional marketing emails • Create content and thought leadership on ABM and Terminus to educate buyers • Research the account and the stakeholders involved • Ask to involve other stakeholders • Give a compelling reason for including others on the next call • Leverage executives to entice the right people to join a call • Use video to speak to those not attending • Create a detailed use case for your champion to sell internally SALES MARKETING
  9. 9. Sales Pipeline
  10. 10. Customer Marketing Research shows that 85% of companies believe that ABM provides significant benefits for retaining and expanding current client relationships
  11. 11. Customer Marketing
  12. 12. 7 Account-Based Marketing Strategies Terminus is for all 4 types of ABM Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage ABM Strategy (1:1, ABM Lite, Programmatic) Lead-Based Strategy (Bolt-On ABM) Demand Gen Sales Pipeline Customer Marketing Pre- targeting Renewal & Upsell Pipeline Acceleration Wake the Dead Account Nurture Lead-to- Account Nurture Land & Expand X

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