Learn how to build complete account and contact profiles, then use this data to empower your marketing and sales teams to make more informed decisions. This webinar was presented live on June 20, 2018 as part of Terminus' ABM Summer Camp webinar series. Webinar speakers: Jamie Walker, Head of Marketing at Synthio Allie Butters, BrightFunnel Marketing Manager at Terminus Torrey Dye, Director of ABM at Terminus

1. How to Deliver
Account-Based
Insights
LIVE WEBINAR: TUESDAY, JUNE 20, 2018 at 2PM EST.

2. JAMIE WALKER
Director of Marketing
Synthio
@jamiemopa
TORREY DYE
Director of ABM
at Terminus
@torreydye
ALLIE BUTTERS
BrightFunnel Marketing
at Terminus
@itsme_allieb
Camp Counselors
#ABMSummerCamp @Terminus @Synthio_

3. A Few Logistics
#ABMSummerCamp @Terminus @Synthio_
• Questions
• Webinar Recording & Slides
• #ABMSummerCamp

4. Our #ABM Summer Camp Series
#ABMSummerCamp @Terminus @Synthio_
How to Personalize
ABM Content
How to Put ABM
Into Action
How to Scale ABM
Campaigns
How to Deliver
Account-Based
Insights
TODAY!

5. Agenda
#ABMSummerCamp @Terminus @Synthio_
1. ABM Insights Powered by Data
2. Helping Sales Prioritize with Account-Based Insights
3. Empowering Our Sales Teams

6. #ABMSummerCamp @Terminus @Synthio_
ABM Insights Powered by Data

7. #ABMSummerCamp @Terminus @Synthio_
3 Types of data
needed to execute
a solid ABM
Strategy:
✓ Contact Data
✓ Intent Data
✓ Engagement Data
All Good Marketing Starts with Data

8. “You’re often targeting accounts that have not yet raised their
hand or expressed a specific need for your solutions. As such,
more emphasis needs to be placed on building initial awareness,
interest, and relevancy to inspire them to want to learn more.”
Tyler Lessard, VP, Marketing
Vidyard

9. Focus on Your Account Audience
✓ Accounts don’t buy from you - people do
✓ The critical role data plays for engagement
✓ The Health of their Database
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10. ABM + Audience + Roles
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11. Identifying Personas at Target Accounts
Persona
+
Intent
✓ Pinpoint the Right Buyer Persona
✓ Pinpoint the Right Account Persona
✓ Do you know the people involved in
your closed-won opportunities?

12. Match Personas to ABM Target Tiers
Viola! Now, add the people to buying
groups inside your tier accounts.

13. Segment for Engagement
✓ Segment your buying groups
✓ Leverage data points for right messaging
✓ Implement your go-to market strategy

14. #ABMSummerCamp @Terminus @Synthio_
Helping Sales Prioritize
with Account-Based Insights

15. ABM Target Tiers
Fit + Intent (+ Engagement)
Fit
Tier 1
Tier 2
Target Pool
#ABMSummerCamp @Terminus @Synthio_

16. The Formula for Operationalizing ABM
Tier 1
Tier 2
Target Pool
#ABMSummerCamp @Terminus @Synthio_
Fit + Intent +
Engagement
is the secret
formula for #ABM
FIT
INTENT
ENGAGEMENT

17. Fit Data
#ABMSummerCamp @Terminus @Synthio_
Build audience easily
Filter to your ideal customer profile
Enhance with AI-assisted model
100
CRM Fit

18. Intent Data
Target Pool
#ABMSummerCamp @Terminus @Synthio_
Identify active market
Understand intent
Activate on surging intent

19. The Account Engagement Journey
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20. “70% of the buyer’s journey is complete
before a buyer even reaches out to sales”
- SiriusDecisions
#ABMSummerCamp @Terminus @Synthio_

21. Best practices of measuring engagement
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● Account level engagement
● Known visitors
● Anonymous visitors
● Across the entire buyer's journey

22. Engagement Data
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● Weekly report shows new and
repeat account surges
● Easy-to-set up, low
maintenance scoring model
● Smart algorithm identifies surges
over normal content consumption
● Sort data by account owner and
upload to Salesforce

23. Engagement Data in Salesforce
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24. Results
#ABMSummerCamp @Terminus @Synthio_
✓ Accounts better qualified, earlier
✓ AEs make great time on good-fit
accounts
Win rate from 1st
demo
125%
35% 20 days
faster
ACV Sales cycle velocity
✓ More time to personalize
✓ Seamless alignment between
sales and marketing

25. Empowering Our Sales Teams

26. What challenges do sales reps face?
• Inaccurate data
Too many accounts, not enough accounts, bad fit accounts…
• Prioritization
Where to start? How should I spend my day?
• Messaging & content
What to send? to who? and when?
• Misalignment with marketing
Goals and metrics in silos

27. So, how is marketing helping?

28. Well-fit, enriched accounts
1. Leverage technology
2. Select the right number of accounts per rep
3. Level-set on data accuracy
4. Enable freedom with boundaries
5. Tier accounts
6. Set a cadence for account refreshes

29. Insights to guide prioritization
Anonymous Data
• Weekly intent &
engagement reports act
as to-do lists for SDR’s
Known Contact Data
• Full-funnel account
insights guide persona
prioritization

30. The right mix of content
Provide content by funnel stage
• Lead Generation -- i.e. The Definitive Guide to Multi-Touch Attribution
• Opportunity Acceleration -- i.e. Building a Business Case for Multi-Touch
Attribution
• Customer Retention -- i.e. Product launch collateral
Provide content for each buyer persona
• i.e. (selling to marketers) Head of Marketing, Demand Generation Leader,
Marketing Ops Leader, Field Marketer, Content Marketer, etc.

31. The right mix of content
Measure & Analyze
• Which content performs best overall?
• Which content performs best at each stage?
• With which persona?
• On each digital channel?
Communicate!
• Define a process for sharing content and
messaging with sales
• Welcome feedback

32. One Scorecard for One Revenue Team

33. #ABMSummerCamp @Terminus @Synthio_

34. QUESTIONS?
#ABMSummerCamp @Terminus @Synthio_