The Terminus Rock Star behind it all
Getting The Band Back Together:
Delivers Multi-Channel Strategy with terminus
Director of Marketing, ABM and Demand Generation
“I’ve done Aerial Arts for roughly 10 years, and my specialty is Aerial Silks” (where artists perform aerial acrobatics while hanging from a fabric).
How'd you get here?
"Marketing combines creativity with analytical skills. So, I get to bring my creativity into my 9-5 role and blend it with analytics to prove ROI, which makes it rewarding. I believe Marketing is a core function in any business and one that is intertwined with every other department. In a lot of ways as a marketer, I get to be an entrepreneur. I have an endless passion for customer centricity, which lends itself well with ABM/ABX."
Terminus Product Advisory Council Member
Marketing Hot Takes:
“Remember, you are marketing to humans not companies.”
“The new frontier is ABM, and Marketing is just a piece of the puzzle. Everything you’re doing should be focused on how you are solving something in a unique way for your specific audience. ABM - or rather, ABX, is more than Marketing. ABX includes Product, Sales, and Customer Experience.”
“Read your content out loud to ensure it is correctly conveying your message and is compelling.”
A unified marketing strategy and tech stack that delivers for each stage of the buyer’s journey
Technology can't replace strategy. Any marketing technology you implement should execute your strategy at scale.
Profisee wanted to unify its marketing strategy and tech stack to play into their full-funnel strategy. Specifically, they wanted a platform that pushed content for each stage of the buyer’s journey.
Profisee partnered with Terminus over other ABM platforms because it enabled them to fully unify their ABM strategy across each stage of the buyer's journey.
Unified campaigns that deliver the right content at the right time for the right buyer
For WebPT’s marketing team, knowing whether they even had the right people was key to their success, too. With little visibility into a prioritized account list based on intent, they were relying on sales to guesstimate on their account nominations — which is akin to throwing darts at a dartboard without a bullseye.
Once he had that capability, his team could begin building a cycle using email experiences. But because sales viewed this as tedious administrative work, marketing didn’t quite have the buy-in needed to set up a successful account-based marketing (ABM) program.
“ABM should be sales-led, but relying on sales to have all the knowledge on all the accounts is not sustainable,” he said. “Having something with intent and also first-party data really helps our BDRs go out and say ‘hey we know this account is spending a lot of time reading about this specific product.’”
Profisee communicates to its contacts through various channels, including display ads, social ads, chat bot, and email signature ads. Terminus ensures Profisee’s brand experience and message is unified, regardless of the channel.
Terminus unifies the messaging to all contacts.
“It’s just about getting the right things in front of the right people,” Doug said.
Buyers don’t always follow a linear path through their journey.
A prospect can show interest on one end of the journey one day and be at the other end the next day.
Profisee listens for data signals and delivers the right content accordingly.
With Terminus, Profisee combines the multiple data signals they need and provides the vehicles to distribute the appropriate content. For example, a visitor on a high value page who has yet to convert could be pushed through a high-touch conversion program. “You run the risk of sounding tone deaf if you are not using real-time data to influence your messaging. For example, if I send late-stage content to someone who is just beginning their journey, I may completely lose their interest,” said Corrina Owens.
Profisee’s 1st and 3rd party intent data is layered throughout different campaigns within the Terminus platform, enabling them to push the right content at the right time, and the mechanism to know what content and when to push that content is powered by the Terminus engine.
The more data Profisee leverages about their buyer's interests and needs, the more likely those buyers will engage with Profisee in a meaningful way.
The data-enabled future starts with a trusted data foundation, and Profisee is the only fast, affordable, and scalable master data management (MDM) solution that helps organizations ensure trust in their data. Profisee’s MDM solution is designed to build and deliver complete, clean, current, consistent, and compliant data across the enterprise.
Profisee uses the full platform, and all the individual capabilities integrate with each other.
Profisee uses Ad Experiences display ads as a top of funnel tactic to push long-form content to help inform their audience as well as a middle of funnel ad tactic that plays to more specific pain points and pushes prospects to an actual personal experience, like an event.
Terminus products used:
Profisee incorporates Web Experiences to personalize the user's content experience by account, persona, and industry.
Their Chat bot is designed to push qualifying questions based on list segmentation.
Profisee deploys Email Experience email signature banners for all funnel stages, which alleviates the burden on their sales team by displaying content that is highly relevant to where a given account is in the buying process:
Sales insights/Account Insights enables Profisee to have the data pushed back to their CRM, where prospect- and client-facing teams live to help them make decisions about outreach topics.
Data Studio /
Top of funnel – Long-form thought-leadership content, segmented by industry and/or persona.
Middle funnel – An evaluation template to evaluate MDM vendors.
Bottom of the funnel – Banners that solve for specific pain points.
Closed Won – Onboarding banners, cross sell/upsell, etc.
(with new LinkedIn integration)
It’s all connected.
Doug is already planning his next stop: Alternate banners. This will allow internal WebPT senders to have the option to select which banner they want to use in their own personal email through a Google Chrome extension. This gives the sales team member the freedom to give a more customized experience based on the conversation he or she had with the contact. One size never fits all.
Your brand is always on. Profisee considers their audience's experience across all their online and offline channels.
Profisee started their ABM journey with display ads.
By combining 3rd party intent data, Profisee provided air cover advertising to key accounts to their most popular long form blog content. Within these blogs, Profisee focused on three main CTAs: Demo, Evaluation Template, and Chatbot (chat live with MDM experts - schedule time, or experience content in a conversational way).
For prospects, they promote content based on where the account is in the funnel:
Demo webinar series / office hours
For customers, they promote content relevant to customers:
Client stories relevant to their industry
Onboarding banners to Academy resources
Their events are considered middle of the funnel tactics. They use it as a forum for networking and peer to peer collaboration. Once an account is in the middle of the funnel, Profisee pushes its contacts to interactive programs, designed to foster human connection.
In the consideration stage, Profisee promotes their virtual events.
Profisee also leverages the LinkedIn integration with website personalization.
LinkedIn is where B2B buyers are spending most of their time, so it makes sense to render content there. Profisee ensures they get the right engagement, and they personalize the experience and content by company name and specifically how Profisee is solving their unique challenges on a custom persona, industry, and demo request pages. This yields a 34% increase in goal conversions on these pages for visitors who received a personalized experience during their visit.
Profisee also employs Email Experiences connectivity with Terminus and Profisee’s CRM.
They use email signature banners as content suggestions. “If you are in our early stages, we may promote a demo series where you can drop in and see an overview Demo. Further down the funnel, we may offer you an Evaluation Template to help you evaluate MDM vendors. At the end of the funnel, we may push the Customer Resource hub/microsite for the account,” said Corrina Owens.
Chat takes the guesswork out of what content visitors should be consuming on our site.
Profisee’s chatbot will show visitors the content that matters most to them. It’s very conversational and demonstrates that Profisee understands the challenges they face and shows that they know how to solve them here and now. First, based on segmentation in Terminus, Profisee knows which Chatbot a visitor needs to see – manufacturing, healthcare, or a technographic data chatbot for Microsoft accounts. Then, the chatbot offers visitors options - Are you ready to talk to an MDM expert, book time to discuss challenges right then and there, download an ebook, or look at case studies?
Visitors receiving personalization spend 61% more time on Profisee’s web pages pages, leading to an average of 11% increase in conversion on high value pages such as industry case studies or demo requests.
Terminus Multi-Channel ABM Delivers for Profisee
In the first half of Q2 2021 alone, Profisee’s most popular chatbot, the chatbot on their demo page, drove:
A 41% increase in booked meetings/demos
A 55% increase when live chat interaction is included
Profisee saw a 42% click through rate - their highest yet - when they utilized these highly targeted 1:few and 1:1 for their virtual event series.
Get closer to 1:1 personalization and break through the noise.
Profisee already leverages all of Terminus’ solutions, so their focus for the future is removing any formulaic experiences. Their specific goal is to expand their 1:1 programs, personalizing their ad experiences so they can break through the noise. Specifically, Profisee wants to further personalize their content experiences to show that they understand and can address prospects’ specific pain points. They want to be more direct, more personal, and more provocative. They want it to be clear that they are targeting you, that they are ready to solve your problems. They want to break through the noise by being direct and uninhibited in their advertising - letting targeted companies know they are the solution. It’s about more than animation and CTAs. It’s blunt directness in message and targeting.
"Our competitors have 10x budget and people than we do, so we have to be more direct, tailored, and specific," said Corrina Owens.
If you’ve identified your accounts and contacts, then you’re ready to start with ABM.
The connectivity of everything is the appeal of the Terminus platform. However, you don’t have to start with the whole platform. You can dabble, using different tactics and campaigns as entry points. Profisee started with Display Ads. Then, they added LinkedIn and Website Personalization.
“Don’t let any vendor trap you with a 'one size fits all' approach. Let strategy inform the technology and not the reverse,” said Corrina Owens.
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