A Timeline for
Go-to-Market Success with ABM
Okay, so you’ve done your research on
the business impact of account-based marketing and now you’re ready to purchase an ABM platform like Terminus.
And now, you might have a few questions floating around in your head (or, more likely, coming from your boss or the leadership team). What can you expect to see or do in the first three months? What does a roadmap to success look like? How soon will you start seeing an impact on your quarterly revenue goals?
We're Here to Help!
Terminus is here to help with all of those burning questions, both as a technology provider AND trusted partner. That’s why we put together this infographic that includes all of the data sources, channels, and integration options available to you (and when to use them). It follows the TEAM framework (more on that here) and is organized by sales and marketing’s POV so all revenue teams have clear visibility on expectations.
Pro Tip: Click on the lightbulbs for more information.
Think about the traits, characteristics, industries, vertical, personas, or any other commonalities where you have your best conversations with prospects or they see the most value in your product or service. Send this list to marketing.
Data sources to consider: firmographic, CRM, or call recordings.
List out characteristics of your best customers and prospects.
Review, approve and finalize the ideal customer profile to ensure sales and marketing alignment.
Use the Terminus Data Studio to start building your target account list based on your ideal customer profile.
Depending on how big your list becomes, you can then slice and dice into more specific segments by industry, vertical, or company size.
Data sources to consider: psychographic intent, technographic intent, and bidstream intent.
Organize and prioritize audience segments (if you have multiple).
Prioritize the audience segments you'd like to market to first and label each segment to stay organized. Segment names can be by vertical, company size, or how well they match with your ICP (tier 1, tier 2, etc.). You can also prioritize accounts/segments by their current interest level.
Data sources to consider: relationship scores, behavioral data, research intent, and G2 intent.
Build account segment(s) based on your ideal customer profile.
Develop messaging, ad creative, and/or a campaign theme.
Work as a team to come up with a cohesive message or campaign theme that includes relevant messaging to the target audience. Depending on which channels you'd like to use, work with the design team on a set of digital ads to get in front of your audience.
Pro-tip: consider using static, animated, and HTML5 ads. A balance of all three is encouraged!
Create a content matrix to help determine what content, web pages, or personalized experiences work best based on your campaign theme and audience.
Determine content experiences or points of engagement that coordinate with your targeted advertising.
Track initial engagement metrics while adding personalized points of engagement.
As accounts engage with your ads and visit your website, find additional ways to drive even more engagement on your site. Use personalized messaging based on what you know about the audience (industry, vertical, etc.).
Channels to consider: web personalization, account-based chat, retargeting.
Using Terminus, the marketing team can pipe together the most relevant account and contact-level details into the CRM to help sales prioritize and personalize outreach.
Data sources to consider: engagement data, website activity, relationship intent, research intent, hiring intent.
Use Terminus Account Insights to bring together data, visibility, and alerts for the sales team.
Build an ideal customer profile.
Analyze traits of best current customers and come up with an ideal customer profile. Combine this with feedback from sales team.
Data sources to consider: firmographic, CRM, relationship, or behavioral.
Both sides should take the time to research intent data sources before using them. Here’s a field guide for marketing and sales to use as a starting point!
Check it out here
This includes: new revenue won, accounts won, pipeline created, opportunities created, meetings booked, engaged accounts, brand impressions, relationship scores, attribution, and deal velocity.
Use the Terminus Measurement Studio to track relevant data points.
Learn what worked best and what didn't work well. Determine high-impact channels and activities so you can apply these learnings to your next audience segment and campaign.
Evaluate messaging, tactics, and channels that
Did a certain piece of content or product feature drive the most engagement? How about a specific ad design, color, or any other visual element? Which channel drove the most engagement, especially for the accounts that converted? It’s important to note anything and everything that worked well or didn’t work well so you can apply it to your next campaign or audience segment.
Create reports with Campaign Analytics to determine overall success of campaign.
Apply learnings to the next campaign and audience segment. Then repeat the process!
Need some inspiration for ad designs or campaign ideas? Browse through 100+ of the best ad and banner examples from Terminus customers.
Walk the gallery
Use insights from marketing to prioritize accounts, develop personalized messaging, and begin outreach.
Sales can use this data and prioritized lists of accounts to take action right away. They will also be notified anytime an account clicks on an ad, email banner, or visits a particular page on the website.
Use Opportunity Insights to see the buyer’s journey of specific accounts.
Analyze how each digital touchpoint and sales interaction (meetings and emails) impacted the deal from first engagement to close. Determine any high-impact activities that are consistent across multiple accounts.
Meet with marketing and review what worked best and what didn’t work best. While marketing focuses on the messaging and tactics, it’s important for sales to analyze the characteristics of their accounts. Which types of accounts converted best? Do these accounts have anything in common that might help further define our ICP?
Evaluate characteristics of accounts that converted into opportunities and customers.
Use this infographic as a starting point. Use the Terminus platform to put your plan into action. And use our team as a resource to help along the way. We’re here to help get you started on your ABM journey so you can start achieving ROI ASAP.
Good job! You did it!