Human-to-Human (H2H) Account-Based Marketing (ABM)

Human-to-Human
Account-Based Marketing
The B2B Marketing Mega Trend
@SangramVajre @Terminus #ABM

Sangram here!
• Head of Marketing, Pardot (now Salesforce)
• Co-founder and CMO of Terminus
• Founder of the #FlipMyFunnel community
• I am now an author (by accident)
Introduction

I wrote a book on
this, so it better be
a hot trend :)

AgendaABM = H2H
• Defining ABM & H2H
• “The Magic Triangle”
• Orchestrating ABM Campaigns (Case Studies)
• A Challenge for You
• Q & A

People buy from people!ABM = H2H
Account-Based Marketing (ABM)
=
Human-to-Human (H2H)

A customer is made of
more than one person

The “Magic Triangle” for ABM & H2H
Sales Marketing
Ideal Customer
Targeted
Personalized
Right channels
Cohesive message
Inspiring experience

YOUR CUSTOMER WANTS
TO KNOW THAT YOU CARE...
MORE

YOU WANT YOUR
CUSTOMERS TO
THINK ABOUT YOU
WHILE IN THE
SHOWER

SO, WHAT IS ABM?
Account-Based Marketing
is a
Mindset

The traditional B2B marketing & sales funnel

@SangramVajre @Terminus #ABM #FlipMyFunnel
The #FlipMyFunnel model for #ABM
IDENTIFY
Start with the best-fit accounts
EXPAND
Focus on people in same roles
ENGAGE
Right content, right channel
ADVOCATE
Create raving fans
MEASURE
Gauge the results & adjust

STACK GRADER: Graded Account-Based Marketing stack of over 200+
companies. Shows an average of 20+ tools per company.
bit.ly/stack-grader

Account-Based Marketing is a Mindset
OLD WAY NEW WAY
Email / Call
Lead Generation
Channels that matter
to your customer
Focus on only the
best-fit accounts
and influence the people
within that account

It’s true!
If you suck at marketing,
you will suck at ABM.
@SangramVajre

TERMINUS 500
How we do it!

Terminus 500
@SangramVajre @Terminus #ABM #FlipMyFunnel
Identify – manually selected 500 accounts using
Salesforce database and Datanyze
Expanded reach with Terminus and SDRs finding
contacts from LinkedIn and ZoomInfo
Engaged on Terminus ads, retargeting, SDR
cadence via Salesloft, personalized video with
Vidyard, and direct mail
Advocacy – leveraged personalized videos that
were shared throughout the office
Measure – Sales demos set, pipeline created,
pipeline conversion rate.

@terminus
Engagement
Personalized Video Emails
Terminus Ads
Direct Mail
#ABM #FlipMyFunnel@SangramVajre @Terminus #ABM

@terminus
EXAMPLE PLAYBOOK
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

@terminus
Personalized Video Emails
Personalized video engagement

@terminus
Leverage existing engagement
opportunities

Demand Generation
@sangramvajre #ABM

@sangramvajre #ABM

Sales Pipeline
@sangramvajre #ABM

Customer Marketing
Research shows that 85% of companies believe that
ABM provides significant benefits
for retaining and expanding current client relationships
@sangramvajre #ABM

Customer Marketing

ABM Playbook
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

@terminus
PURPOSE
Generate awareness with
cold / net-new accounts to
improve outcomes for
outbound campaigns
TACTICS
Terminus campaigns
SDR cadences
Email campaigns
Direct mail
Events
BENEFITS
Improved engagement
rates, account
penetration, and MQAs
created
KPIs
Pre-Targeting
ABM Strategy + Terminus
Demand Gen
@terminus #ABM #FlipMyFunnel
# of meetings set
% of accounts that show
engagement
# of target accounts that
attend an event or
webinar

@terminus
What they did →
✓ Identify target accounts via Datanyze and Redbooks
✓ Expand using Terminus, then add 2-3 contacts per account via LinkedIn
✓ Engage using Terminus with SDR outreach (LinkedIn, Salesloft, Velocify)
✓ Measure: Implemented A/B tests (Half of the accounts saw Terminus ads,
half did not)
WP Engine’s Story
CASE STUDY
John Hessinger
Sr. Director,
Demand Gen &
Growth
Mike Sanchez
Sr. Director,
Acquisition Sales
@mikeasanchez

@terminus
Results→
✓ Engaged 93% of accounts on target list
✓ 59% increase in email open rates (from 27% to 43%)
✓ 29% increase in reply rates (from 4.9% to 6.3%)
✓ 28% increase in opportunities generated
✓ Higher quality meetings and sales kept hearing “We see you everywhere!”
WP Engine’s Story
CASE STUDY

@terminus
PURPOSE
Engage key stakeholders
throughout account to
increase conversion to
sales pipeline
Terminus campaigns
Email campaigns
Webinars
Direct mail
Events
Retargeting
Increased engagement
throughout entire
account and accelerated
pipeline conversion
KPIs
Lead-to-opportunity
conversion rate
MQA-to-opportunity
conversion rate
Pipeline created
Account Nurture
Demand Gen
BENEFITSTACTICS

@terminus
Invoca’s Story
What they did →
✓ Ran campaigns on accounts they had initial
engagement with. The goal was creating new
opportunities
✓ Segment campaigns by industry with industry
specific messaging
✓ Measure: Compared opportunities created
within ABM accounts to opportunities created
in non ABM accounts
CASE STUDY
JULIA STEAD
Sr. Director of Demand
Generation at Invoca
TIER
3
TIER
2
TIER
1
10-20 Focus
Accounts / Rep

@terminus
Invoca’s Story
What they did →
Rolled out ‘omnichannel nurturing’, a consistent set of messages across all channels, that
progress them through their path to purchase.
CASE STUDY
JULIA STEAD
Sr. Director of Demand
Generation at Invoca
Direct Mail Email Display SDR outbound

@terminus
Invoca’s Story
Results→
✓ 200% increase in the number of opportunities created
✓ Generated 2x more pipeline
✓ 26x ROI which validated their ABM program (Terminus + PFL)
CASE STUDY

@terminus
PURPOSE
Generate pipeline by
re-engaging opportunities
that have been closed out
in the sales pipeline
Terminus campaigns
Sales person
engagement
Events
Direct mail
Webinars
Email nurture
Revives lost pipeline
which has a higher
propensity to buy
KPIs
Pipeline generated
Win rates
Revenue
Wake the Dead
Sales Pipeline
BENEFITSTACTICS

@terminus
Vidyard’s Story
What they did →
✓ Used Terminus to target their “Closed-Lost” opportunities
✓ Content mapping: case study
✓ Goal: Re-awaken the dead opportunities and engage with known and unknown contacts
to re-engage
✓ Measure: How many dead opportunities came back to life? And how long did it take to
get back into conversation with them?
CASE STUDY

@terminus
Vidyard’s Story
Results→
✓ Revived over 35 different opportunities worth millions in pipeline
✓ Saw these opportunities come back to life after 30-60 days of being
in a Terminus campaign
CASE STUDY

@terminus
Renewal & Upsell
Customer Marketing
@terminus #ABM
Engage key decision
makers beyond user in
order to increase renewal
rates and contract value
Terminus campaigns
Sales outreach
Account management
Email campaigns
Direct mail
Improved contract value
and churn rates by
engaging the entire
account prior to renewal
PURPOSE KPIs
New revenue
% of new revenue
influenced
Churn rate
BENEFITSTACTICS

@terminus
Rosetta Stone’s Story
What they did→
✓ Ran a ABM campaign for a new product launch
✓ Identified a list of customers that would be a good fit for the new product and added them to a
Terminus campaign
✓ Launched this campaign 6 months ago with the goal of new opportunities being created
✓ Surrounded account with targeted content such as case studies
CASE STUDY

@terminus
Rosetta Stone’s Story
Results→
✓ 70% increase in the number of opportunities created compared to accounts that
didn’t see Terminus ads
✓ 26% increase in web visits from accounts in Terminus campaign
CASE STUDY

DO-IT-ALL
HEROISM
ABM
=
H2H

WHAT IS CUSTOMER HEROISM?
 Customer believes you can solve their problems
 Customer feels empowered
 Customer trusts you

HOW DO YOU ACHIEVE
CUSTOMER HEROISM?
Make Your Customers HEROES
in their organization

IMPACT GRAPH
CUSTOMER HEROISM
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do

My wife, Manmeet
MY IMPACT
GRAPH
WIFE HEROISM
My life long
customer!


Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Clean cars, pay the bills on
time, take kids to soccer
Try to become both Mom and Dad
on the weekends and let her have
some personal time Do dishes when she is away
Flowers on a Wed
Asking her, “What do you want for
Christmas?”
MY IMPACT
GRAPH
WIFE HEROISM

YOUR IMPACT GRAPH
CUSTOMER HEROISM
Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
Email newsletter
Blog and website updates
Analyst recommendations
In-person events
Industry or persona-based webinar
Account-based
advertising/messaging
or FB Ads

Low
Impact
(1X)
Should Do
High
Impact
(10X)
Must Do
What would happen
if you got rid of
everything here?
What will happen
if you put all your
focus here?
YOUR IMPACT GRAPH
CUSTOMER HEROISM

EVOLUTION
IS NOT
ABOUT
YOU

EVOLUTION
IS ABOUT
REVOLUTION
#FlipMyFunnel

ABM, H2H, the future of B2B is
Account-Based

Ask me anything!
Questions?
Email me: sangram.vajre@terminus.com
There’s a copy of Account-Based Marketing
for Dummies in your goodie bag!
Q & A

Human-to-Human (H2H) Account-Based Marketing (ABM)

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