5 ways adtech can scale account-based marketing · this is where account-based marketing (abm)...
TRANSCRIPT
5 Ways AdTech Can Scale Account-Based Marketing
B2B Advertising Automation
Contents
Introduction helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip3
Put Your Sales Teamrsquos Pipeline on Steroids helliphelliphelliphelliphelliphelliphelliphellip4
SalesLoft Ramps Up Reach By 600 With ABM helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip5
Wake The Walking Dead In Your Email List helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip7
Kevy Breathes Life Into Dead Leads With ABM helliphelliphelliphelliphelliphellip8
Scale Your SMB With ABM helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip11
Startup RenterUp Builds Buzz With ABM helliphelliphelliphelliphelliphelliphelliphellip12
Impress Your CMO With Insane ROI At Your Next Event helliphelliphelliphelliphelliphelliphellip14
Salesforce Streamlines Event Follow-Up helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Fuel Your Account-Based Nurturing Fire helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17
Insightpool Dives Into Account-Based Nurturing helliphelliphelliphelliphelliphelliphelliphelliphelliphellip18
Share the knowledge
Introduction
Buyer habits are changing Todayrsquos B2B
buyers want to engage with your marketing on
their own terms and they expect your
marketing to cater to those expectations
whether theyrsquore engaging on social media
online search mobile videothe list goes on
How can marketers be everywhere their
buyers are during the selling process mdash
and reach all of the necessary decision
makers mdash without being intrusive
This is where account-based marketing (ABM)
comes into the picture ABM allows you to
target your marketing (typically with online
display advertising) on the account level
rather than at the individual level This means
that you can serve up your marketing
messages via online ads to your target
accounts based on data within the ad
networks
This increases your reach and gives you
greater exposure to other decision makers and
influencers within an account mdash which is
especially important at larger organizations
where a single business decision can involve
multiple key stakeholders
But ABM is about really about advertising
at scale
This e-book will walk through five scalable
account-based marketing strategies that you
can begin employing today
Read through the following chapters to learn
how ABM can align your marketing and sales
teams revive cold leads in your database
increase your brand awareness and more mdash
and check out some of the companies that are
already well on their way to achieving success
with account-based marketing
3Share the knowledge
Strategy 1 Put Your Sales Teamrsquos Pipeline on Steroids
If you ask any enterprise (or even SMB) sales
rep what type of company they would like to
target they should know the answer right off
the bat And there are plenty of amazing tools
out there that allow you to generate a list of
company names individuals and contact
information faster than ever
But herersquos the problem
We are all inundated by emails and calls
on a daily basis and while these tactics
have their merits they also have
limitations Not everyone is waiting for a
marketing email or a sales call to start
their day (in fact nobody is waiting for
a marketing email or sales call to start
their day) mdash but wersquore all buyers and we
like to consume information from multiple
channels such as social media mobile
apps videos and blogs
Fortunately for the sales reps and
marketers who are struggling to make
contact with their buyers via traditional
outlets like email and phone there is a
way to address this B2B account-based
marketing
Letrsquos look at an example
Only 2 of cold calls result in an
appointment (LeapJob)
While the first stat indicates how difficult it is
to make contact with buyers using traditional
means the second stat reinforces how
important it is to make some sort of contact
period The challenge here is how that contact
will be made
50 of sales go to the person that
makes contact first (InsideSales)
4Share the knowledge
Case Study SalesLoft Ramps Up Reach By 600 With ABM
SalesLoft a company that provides
prospecting automation software does
account-based marketing amazingly well
Each week as their sales team identifies
new target accounts the marketing team
creates advertising programs targeted
toward those same accounts not just
individual leads
As a result they are able to increase
their reach by over 600 among those
accounts creating awareness among all of
the decision makers and influencers within
that company
ldquo
Note that with account-based marketing
employed none of the decision makers within
SalesLoftrsquos target companies have to visit
their website or download an eBook Just
making sure that the CEOs CFOs and other
key executives are exposed to SalesLoft
messaging is enough
With their message in front of key
individuals across mobile social display
and video SalesLoft can prompt internal
conversations among their target
companies until before they know it mdash
SalesLoft suddenly has their full attention
The next time a salesperson calls on one of
these companies the introduction has already
been made This is a classic example of sales
and marketing alignment
5Share the knowledge
ldquo
6Share the knowledge
Strategy 2 Wake The Walking Dead In Your Email List
Another important application for account-based marketing is ldquowaking the deadrdquo or reviving
your cold and inactive leads These leads are a valuable source of revenue just sitting in
your database mdash neglecting them could mean losing out on a lot of potential revenue
Yoursquove already sunk time and money into acquiring those leads through numerous content
campaigns marketing programs and product offers Why not try to get the most out of them
Herersquos a pretty horrifying stat
The average inactivity for an email list is 63 (Listrak)
As you can probably guess sending more emails probably isnrsquot going to wake the dead In
fact those leads may start to unsubscribe if they continue to hear from you which would
completely eliminate your chances of getting in touch with them using traditional means
Instead of risking losing them forever many marketers decide to just leave them alone
Well ldquono morerdquo says Brooke Beach from Kevy an ecommerce marketing company Brooke
and her team do a phenomenal job generating leads and driving them to their website mdash and
Brooke refuses to let them go to waste after her team puts in the effort to generate
them in the first place
7Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
In order to bring inactive leads back to life she
runs account-based advertising campaigns on
all of Kevyrsquos target accounts that have not been
active at any point in the last six months
Not only does this allow her to put Kevyrsquos
message in front of their inactive leads but
also the key decision makers in each
company via a combination of mobile
social display and video
In a way Brooke is able to create a new image
for her brand in the minds of those ldquodead
leadsrdquo bringing them back to life and turning
them into entire accounts
Now even if that lead may not be interested
Kevy can reach other (possibly better)
contacts within that account mdash just by
putting their message in front of them on
the right channel at the right time
8Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
Next time yoursquore thinking about reaching an audience that you have not been able to
successfully reach via email or phone proactive advertising to a group of key decision
makers rather than individual leads may be your answer The key is making sure that
they donrsquot forget you by keeping your brand in front of them on multiple channels
This top-of-mind awareness is crucial to continuing the conversation
Take a look at the next chapter to learn more about how small businesses can harness the
power of ABM within their small teams
9Share the knowledge
ldquo
10Share the knowledge
Strategy 3 Scale Your SMB With ABM
Launching a new product has never been harder
Why Well for starters therersquos too much noise Second people only want to talk about what
they care about mdash and unless yoursquore doing a major Super Bowl ad or have a ton of brand
equity the chances of being noticed by mainstream media are slim to none
85 of B2B small business marketers say brand awareness is
their organizationrsquos top goal for content marketing
But our question to small businesses is why do you care Yoursquore innovative and nimble You
donrsquot need to rely on mainstream media or big-budget advertising campaigns to generate
awareness for your brand In fact wersquod like to propose an alternative
Account-based advertising is a great way to develop a brand awareness campaign for
your product launch with a targeted list of companies and it can be done on a budget
As long as yoursquore reaching your target accounts and making them aware of what you are
offering mdash in one way or another mdash the battle is won
The story may not get a headline in a well-known news publication but if you can penetrate
your target market and make your sales repsrsquo jobs easier when the time comes to call or
email a target account you have made your mark
11Share the knowledge
Case Study Startup RenterUp Builds Buzz With ABM
David Favero CEO of RenterUp knows this
all too well As a startup company RenterUp
does not have an unlimited budget But as a
smart company they know exactly who
they need to put their message in front of
to get the biggest bang for their buck
As a part of their account-based marketing
efforts RenterUp uses different ad formats
for mobile social display and video to
ensure that they are not only getting their
message out to market but theyrsquore also
doing it in a way that appeals to the media
consumption preferences of todayrsquos
buyers
You no longer have to be a big business to
reach buyers on the go or on their mobile
devices All you need is account-based
marketing to hyper-target your messages
to your buyers wherever they may be
Read on to the next chapter to learn more about using ABM to target your event
marketing follow-ups mdash a topic thatrsquos important regardless of the size of your business
12Share the knowledge
ldquo
13Share the knowledge
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Contents
Introduction helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip3
Put Your Sales Teamrsquos Pipeline on Steroids helliphelliphelliphelliphelliphelliphelliphellip4
SalesLoft Ramps Up Reach By 600 With ABM helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip5
Wake The Walking Dead In Your Email List helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip7
Kevy Breathes Life Into Dead Leads With ABM helliphelliphelliphelliphelliphellip8
Scale Your SMB With ABM helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip11
Startup RenterUp Builds Buzz With ABM helliphelliphelliphelliphelliphelliphelliphellip12
Impress Your CMO With Insane ROI At Your Next Event helliphelliphelliphelliphelliphelliphellip14
Salesforce Streamlines Event Follow-Up helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip15
Fuel Your Account-Based Nurturing Fire helliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphelliphellip17
Insightpool Dives Into Account-Based Nurturing helliphelliphelliphelliphelliphelliphelliphelliphelliphellip18
Share the knowledge
Introduction
Buyer habits are changing Todayrsquos B2B
buyers want to engage with your marketing on
their own terms and they expect your
marketing to cater to those expectations
whether theyrsquore engaging on social media
online search mobile videothe list goes on
How can marketers be everywhere their
buyers are during the selling process mdash
and reach all of the necessary decision
makers mdash without being intrusive
This is where account-based marketing (ABM)
comes into the picture ABM allows you to
target your marketing (typically with online
display advertising) on the account level
rather than at the individual level This means
that you can serve up your marketing
messages via online ads to your target
accounts based on data within the ad
networks
This increases your reach and gives you
greater exposure to other decision makers and
influencers within an account mdash which is
especially important at larger organizations
where a single business decision can involve
multiple key stakeholders
But ABM is about really about advertising
at scale
This e-book will walk through five scalable
account-based marketing strategies that you
can begin employing today
Read through the following chapters to learn
how ABM can align your marketing and sales
teams revive cold leads in your database
increase your brand awareness and more mdash
and check out some of the companies that are
already well on their way to achieving success
with account-based marketing
3Share the knowledge
Strategy 1 Put Your Sales Teamrsquos Pipeline on Steroids
If you ask any enterprise (or even SMB) sales
rep what type of company they would like to
target they should know the answer right off
the bat And there are plenty of amazing tools
out there that allow you to generate a list of
company names individuals and contact
information faster than ever
But herersquos the problem
We are all inundated by emails and calls
on a daily basis and while these tactics
have their merits they also have
limitations Not everyone is waiting for a
marketing email or a sales call to start
their day (in fact nobody is waiting for
a marketing email or sales call to start
their day) mdash but wersquore all buyers and we
like to consume information from multiple
channels such as social media mobile
apps videos and blogs
Fortunately for the sales reps and
marketers who are struggling to make
contact with their buyers via traditional
outlets like email and phone there is a
way to address this B2B account-based
marketing
Letrsquos look at an example
Only 2 of cold calls result in an
appointment (LeapJob)
While the first stat indicates how difficult it is
to make contact with buyers using traditional
means the second stat reinforces how
important it is to make some sort of contact
period The challenge here is how that contact
will be made
50 of sales go to the person that
makes contact first (InsideSales)
4Share the knowledge
Case Study SalesLoft Ramps Up Reach By 600 With ABM
SalesLoft a company that provides
prospecting automation software does
account-based marketing amazingly well
Each week as their sales team identifies
new target accounts the marketing team
creates advertising programs targeted
toward those same accounts not just
individual leads
As a result they are able to increase
their reach by over 600 among those
accounts creating awareness among all of
the decision makers and influencers within
that company
ldquo
Note that with account-based marketing
employed none of the decision makers within
SalesLoftrsquos target companies have to visit
their website or download an eBook Just
making sure that the CEOs CFOs and other
key executives are exposed to SalesLoft
messaging is enough
With their message in front of key
individuals across mobile social display
and video SalesLoft can prompt internal
conversations among their target
companies until before they know it mdash
SalesLoft suddenly has their full attention
The next time a salesperson calls on one of
these companies the introduction has already
been made This is a classic example of sales
and marketing alignment
5Share the knowledge
ldquo
6Share the knowledge
Strategy 2 Wake The Walking Dead In Your Email List
Another important application for account-based marketing is ldquowaking the deadrdquo or reviving
your cold and inactive leads These leads are a valuable source of revenue just sitting in
your database mdash neglecting them could mean losing out on a lot of potential revenue
Yoursquove already sunk time and money into acquiring those leads through numerous content
campaigns marketing programs and product offers Why not try to get the most out of them
Herersquos a pretty horrifying stat
The average inactivity for an email list is 63 (Listrak)
As you can probably guess sending more emails probably isnrsquot going to wake the dead In
fact those leads may start to unsubscribe if they continue to hear from you which would
completely eliminate your chances of getting in touch with them using traditional means
Instead of risking losing them forever many marketers decide to just leave them alone
Well ldquono morerdquo says Brooke Beach from Kevy an ecommerce marketing company Brooke
and her team do a phenomenal job generating leads and driving them to their website mdash and
Brooke refuses to let them go to waste after her team puts in the effort to generate
them in the first place
7Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
In order to bring inactive leads back to life she
runs account-based advertising campaigns on
all of Kevyrsquos target accounts that have not been
active at any point in the last six months
Not only does this allow her to put Kevyrsquos
message in front of their inactive leads but
also the key decision makers in each
company via a combination of mobile
social display and video
In a way Brooke is able to create a new image
for her brand in the minds of those ldquodead
leadsrdquo bringing them back to life and turning
them into entire accounts
Now even if that lead may not be interested
Kevy can reach other (possibly better)
contacts within that account mdash just by
putting their message in front of them on
the right channel at the right time
8Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
Next time yoursquore thinking about reaching an audience that you have not been able to
successfully reach via email or phone proactive advertising to a group of key decision
makers rather than individual leads may be your answer The key is making sure that
they donrsquot forget you by keeping your brand in front of them on multiple channels
This top-of-mind awareness is crucial to continuing the conversation
Take a look at the next chapter to learn more about how small businesses can harness the
power of ABM within their small teams
9Share the knowledge
ldquo
10Share the knowledge
Strategy 3 Scale Your SMB With ABM
Launching a new product has never been harder
Why Well for starters therersquos too much noise Second people only want to talk about what
they care about mdash and unless yoursquore doing a major Super Bowl ad or have a ton of brand
equity the chances of being noticed by mainstream media are slim to none
85 of B2B small business marketers say brand awareness is
their organizationrsquos top goal for content marketing
But our question to small businesses is why do you care Yoursquore innovative and nimble You
donrsquot need to rely on mainstream media or big-budget advertising campaigns to generate
awareness for your brand In fact wersquod like to propose an alternative
Account-based advertising is a great way to develop a brand awareness campaign for
your product launch with a targeted list of companies and it can be done on a budget
As long as yoursquore reaching your target accounts and making them aware of what you are
offering mdash in one way or another mdash the battle is won
The story may not get a headline in a well-known news publication but if you can penetrate
your target market and make your sales repsrsquo jobs easier when the time comes to call or
email a target account you have made your mark
11Share the knowledge
Case Study Startup RenterUp Builds Buzz With ABM
David Favero CEO of RenterUp knows this
all too well As a startup company RenterUp
does not have an unlimited budget But as a
smart company they know exactly who
they need to put their message in front of
to get the biggest bang for their buck
As a part of their account-based marketing
efforts RenterUp uses different ad formats
for mobile social display and video to
ensure that they are not only getting their
message out to market but theyrsquore also
doing it in a way that appeals to the media
consumption preferences of todayrsquos
buyers
You no longer have to be a big business to
reach buyers on the go or on their mobile
devices All you need is account-based
marketing to hyper-target your messages
to your buyers wherever they may be
Read on to the next chapter to learn more about using ABM to target your event
marketing follow-ups mdash a topic thatrsquos important regardless of the size of your business
12Share the knowledge
ldquo
13Share the knowledge
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Introduction
Buyer habits are changing Todayrsquos B2B
buyers want to engage with your marketing on
their own terms and they expect your
marketing to cater to those expectations
whether theyrsquore engaging on social media
online search mobile videothe list goes on
How can marketers be everywhere their
buyers are during the selling process mdash
and reach all of the necessary decision
makers mdash without being intrusive
This is where account-based marketing (ABM)
comes into the picture ABM allows you to
target your marketing (typically with online
display advertising) on the account level
rather than at the individual level This means
that you can serve up your marketing
messages via online ads to your target
accounts based on data within the ad
networks
This increases your reach and gives you
greater exposure to other decision makers and
influencers within an account mdash which is
especially important at larger organizations
where a single business decision can involve
multiple key stakeholders
But ABM is about really about advertising
at scale
This e-book will walk through five scalable
account-based marketing strategies that you
can begin employing today
Read through the following chapters to learn
how ABM can align your marketing and sales
teams revive cold leads in your database
increase your brand awareness and more mdash
and check out some of the companies that are
already well on their way to achieving success
with account-based marketing
3Share the knowledge
Strategy 1 Put Your Sales Teamrsquos Pipeline on Steroids
If you ask any enterprise (or even SMB) sales
rep what type of company they would like to
target they should know the answer right off
the bat And there are plenty of amazing tools
out there that allow you to generate a list of
company names individuals and contact
information faster than ever
But herersquos the problem
We are all inundated by emails and calls
on a daily basis and while these tactics
have their merits they also have
limitations Not everyone is waiting for a
marketing email or a sales call to start
their day (in fact nobody is waiting for
a marketing email or sales call to start
their day) mdash but wersquore all buyers and we
like to consume information from multiple
channels such as social media mobile
apps videos and blogs
Fortunately for the sales reps and
marketers who are struggling to make
contact with their buyers via traditional
outlets like email and phone there is a
way to address this B2B account-based
marketing
Letrsquos look at an example
Only 2 of cold calls result in an
appointment (LeapJob)
While the first stat indicates how difficult it is
to make contact with buyers using traditional
means the second stat reinforces how
important it is to make some sort of contact
period The challenge here is how that contact
will be made
50 of sales go to the person that
makes contact first (InsideSales)
4Share the knowledge
Case Study SalesLoft Ramps Up Reach By 600 With ABM
SalesLoft a company that provides
prospecting automation software does
account-based marketing amazingly well
Each week as their sales team identifies
new target accounts the marketing team
creates advertising programs targeted
toward those same accounts not just
individual leads
As a result they are able to increase
their reach by over 600 among those
accounts creating awareness among all of
the decision makers and influencers within
that company
ldquo
Note that with account-based marketing
employed none of the decision makers within
SalesLoftrsquos target companies have to visit
their website or download an eBook Just
making sure that the CEOs CFOs and other
key executives are exposed to SalesLoft
messaging is enough
With their message in front of key
individuals across mobile social display
and video SalesLoft can prompt internal
conversations among their target
companies until before they know it mdash
SalesLoft suddenly has their full attention
The next time a salesperson calls on one of
these companies the introduction has already
been made This is a classic example of sales
and marketing alignment
5Share the knowledge
ldquo
6Share the knowledge
Strategy 2 Wake The Walking Dead In Your Email List
Another important application for account-based marketing is ldquowaking the deadrdquo or reviving
your cold and inactive leads These leads are a valuable source of revenue just sitting in
your database mdash neglecting them could mean losing out on a lot of potential revenue
Yoursquove already sunk time and money into acquiring those leads through numerous content
campaigns marketing programs and product offers Why not try to get the most out of them
Herersquos a pretty horrifying stat
The average inactivity for an email list is 63 (Listrak)
As you can probably guess sending more emails probably isnrsquot going to wake the dead In
fact those leads may start to unsubscribe if they continue to hear from you which would
completely eliminate your chances of getting in touch with them using traditional means
Instead of risking losing them forever many marketers decide to just leave them alone
Well ldquono morerdquo says Brooke Beach from Kevy an ecommerce marketing company Brooke
and her team do a phenomenal job generating leads and driving them to their website mdash and
Brooke refuses to let them go to waste after her team puts in the effort to generate
them in the first place
7Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
In order to bring inactive leads back to life she
runs account-based advertising campaigns on
all of Kevyrsquos target accounts that have not been
active at any point in the last six months
Not only does this allow her to put Kevyrsquos
message in front of their inactive leads but
also the key decision makers in each
company via a combination of mobile
social display and video
In a way Brooke is able to create a new image
for her brand in the minds of those ldquodead
leadsrdquo bringing them back to life and turning
them into entire accounts
Now even if that lead may not be interested
Kevy can reach other (possibly better)
contacts within that account mdash just by
putting their message in front of them on
the right channel at the right time
8Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
Next time yoursquore thinking about reaching an audience that you have not been able to
successfully reach via email or phone proactive advertising to a group of key decision
makers rather than individual leads may be your answer The key is making sure that
they donrsquot forget you by keeping your brand in front of them on multiple channels
This top-of-mind awareness is crucial to continuing the conversation
Take a look at the next chapter to learn more about how small businesses can harness the
power of ABM within their small teams
9Share the knowledge
ldquo
10Share the knowledge
Strategy 3 Scale Your SMB With ABM
Launching a new product has never been harder
Why Well for starters therersquos too much noise Second people only want to talk about what
they care about mdash and unless yoursquore doing a major Super Bowl ad or have a ton of brand
equity the chances of being noticed by mainstream media are slim to none
85 of B2B small business marketers say brand awareness is
their organizationrsquos top goal for content marketing
But our question to small businesses is why do you care Yoursquore innovative and nimble You
donrsquot need to rely on mainstream media or big-budget advertising campaigns to generate
awareness for your brand In fact wersquod like to propose an alternative
Account-based advertising is a great way to develop a brand awareness campaign for
your product launch with a targeted list of companies and it can be done on a budget
As long as yoursquore reaching your target accounts and making them aware of what you are
offering mdash in one way or another mdash the battle is won
The story may not get a headline in a well-known news publication but if you can penetrate
your target market and make your sales repsrsquo jobs easier when the time comes to call or
email a target account you have made your mark
11Share the knowledge
Case Study Startup RenterUp Builds Buzz With ABM
David Favero CEO of RenterUp knows this
all too well As a startup company RenterUp
does not have an unlimited budget But as a
smart company they know exactly who
they need to put their message in front of
to get the biggest bang for their buck
As a part of their account-based marketing
efforts RenterUp uses different ad formats
for mobile social display and video to
ensure that they are not only getting their
message out to market but theyrsquore also
doing it in a way that appeals to the media
consumption preferences of todayrsquos
buyers
You no longer have to be a big business to
reach buyers on the go or on their mobile
devices All you need is account-based
marketing to hyper-target your messages
to your buyers wherever they may be
Read on to the next chapter to learn more about using ABM to target your event
marketing follow-ups mdash a topic thatrsquos important regardless of the size of your business
12Share the knowledge
ldquo
13Share the knowledge
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Strategy 1 Put Your Sales Teamrsquos Pipeline on Steroids
If you ask any enterprise (or even SMB) sales
rep what type of company they would like to
target they should know the answer right off
the bat And there are plenty of amazing tools
out there that allow you to generate a list of
company names individuals and contact
information faster than ever
But herersquos the problem
We are all inundated by emails and calls
on a daily basis and while these tactics
have their merits they also have
limitations Not everyone is waiting for a
marketing email or a sales call to start
their day (in fact nobody is waiting for
a marketing email or sales call to start
their day) mdash but wersquore all buyers and we
like to consume information from multiple
channels such as social media mobile
apps videos and blogs
Fortunately for the sales reps and
marketers who are struggling to make
contact with their buyers via traditional
outlets like email and phone there is a
way to address this B2B account-based
marketing
Letrsquos look at an example
Only 2 of cold calls result in an
appointment (LeapJob)
While the first stat indicates how difficult it is
to make contact with buyers using traditional
means the second stat reinforces how
important it is to make some sort of contact
period The challenge here is how that contact
will be made
50 of sales go to the person that
makes contact first (InsideSales)
4Share the knowledge
Case Study SalesLoft Ramps Up Reach By 600 With ABM
SalesLoft a company that provides
prospecting automation software does
account-based marketing amazingly well
Each week as their sales team identifies
new target accounts the marketing team
creates advertising programs targeted
toward those same accounts not just
individual leads
As a result they are able to increase
their reach by over 600 among those
accounts creating awareness among all of
the decision makers and influencers within
that company
ldquo
Note that with account-based marketing
employed none of the decision makers within
SalesLoftrsquos target companies have to visit
their website or download an eBook Just
making sure that the CEOs CFOs and other
key executives are exposed to SalesLoft
messaging is enough
With their message in front of key
individuals across mobile social display
and video SalesLoft can prompt internal
conversations among their target
companies until before they know it mdash
SalesLoft suddenly has their full attention
The next time a salesperson calls on one of
these companies the introduction has already
been made This is a classic example of sales
and marketing alignment
5Share the knowledge
ldquo
6Share the knowledge
Strategy 2 Wake The Walking Dead In Your Email List
Another important application for account-based marketing is ldquowaking the deadrdquo or reviving
your cold and inactive leads These leads are a valuable source of revenue just sitting in
your database mdash neglecting them could mean losing out on a lot of potential revenue
Yoursquove already sunk time and money into acquiring those leads through numerous content
campaigns marketing programs and product offers Why not try to get the most out of them
Herersquos a pretty horrifying stat
The average inactivity for an email list is 63 (Listrak)
As you can probably guess sending more emails probably isnrsquot going to wake the dead In
fact those leads may start to unsubscribe if they continue to hear from you which would
completely eliminate your chances of getting in touch with them using traditional means
Instead of risking losing them forever many marketers decide to just leave them alone
Well ldquono morerdquo says Brooke Beach from Kevy an ecommerce marketing company Brooke
and her team do a phenomenal job generating leads and driving them to their website mdash and
Brooke refuses to let them go to waste after her team puts in the effort to generate
them in the first place
7Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
In order to bring inactive leads back to life she
runs account-based advertising campaigns on
all of Kevyrsquos target accounts that have not been
active at any point in the last six months
Not only does this allow her to put Kevyrsquos
message in front of their inactive leads but
also the key decision makers in each
company via a combination of mobile
social display and video
In a way Brooke is able to create a new image
for her brand in the minds of those ldquodead
leadsrdquo bringing them back to life and turning
them into entire accounts
Now even if that lead may not be interested
Kevy can reach other (possibly better)
contacts within that account mdash just by
putting their message in front of them on
the right channel at the right time
8Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
Next time yoursquore thinking about reaching an audience that you have not been able to
successfully reach via email or phone proactive advertising to a group of key decision
makers rather than individual leads may be your answer The key is making sure that
they donrsquot forget you by keeping your brand in front of them on multiple channels
This top-of-mind awareness is crucial to continuing the conversation
Take a look at the next chapter to learn more about how small businesses can harness the
power of ABM within their small teams
9Share the knowledge
ldquo
10Share the knowledge
Strategy 3 Scale Your SMB With ABM
Launching a new product has never been harder
Why Well for starters therersquos too much noise Second people only want to talk about what
they care about mdash and unless yoursquore doing a major Super Bowl ad or have a ton of brand
equity the chances of being noticed by mainstream media are slim to none
85 of B2B small business marketers say brand awareness is
their organizationrsquos top goal for content marketing
But our question to small businesses is why do you care Yoursquore innovative and nimble You
donrsquot need to rely on mainstream media or big-budget advertising campaigns to generate
awareness for your brand In fact wersquod like to propose an alternative
Account-based advertising is a great way to develop a brand awareness campaign for
your product launch with a targeted list of companies and it can be done on a budget
As long as yoursquore reaching your target accounts and making them aware of what you are
offering mdash in one way or another mdash the battle is won
The story may not get a headline in a well-known news publication but if you can penetrate
your target market and make your sales repsrsquo jobs easier when the time comes to call or
email a target account you have made your mark
11Share the knowledge
Case Study Startup RenterUp Builds Buzz With ABM
David Favero CEO of RenterUp knows this
all too well As a startup company RenterUp
does not have an unlimited budget But as a
smart company they know exactly who
they need to put their message in front of
to get the biggest bang for their buck
As a part of their account-based marketing
efforts RenterUp uses different ad formats
for mobile social display and video to
ensure that they are not only getting their
message out to market but theyrsquore also
doing it in a way that appeals to the media
consumption preferences of todayrsquos
buyers
You no longer have to be a big business to
reach buyers on the go or on their mobile
devices All you need is account-based
marketing to hyper-target your messages
to your buyers wherever they may be
Read on to the next chapter to learn more about using ABM to target your event
marketing follow-ups mdash a topic thatrsquos important regardless of the size of your business
12Share the knowledge
ldquo
13Share the knowledge
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Case Study SalesLoft Ramps Up Reach By 600 With ABM
SalesLoft a company that provides
prospecting automation software does
account-based marketing amazingly well
Each week as their sales team identifies
new target accounts the marketing team
creates advertising programs targeted
toward those same accounts not just
individual leads
As a result they are able to increase
their reach by over 600 among those
accounts creating awareness among all of
the decision makers and influencers within
that company
ldquo
Note that with account-based marketing
employed none of the decision makers within
SalesLoftrsquos target companies have to visit
their website or download an eBook Just
making sure that the CEOs CFOs and other
key executives are exposed to SalesLoft
messaging is enough
With their message in front of key
individuals across mobile social display
and video SalesLoft can prompt internal
conversations among their target
companies until before they know it mdash
SalesLoft suddenly has their full attention
The next time a salesperson calls on one of
these companies the introduction has already
been made This is a classic example of sales
and marketing alignment
5Share the knowledge
ldquo
6Share the knowledge
Strategy 2 Wake The Walking Dead In Your Email List
Another important application for account-based marketing is ldquowaking the deadrdquo or reviving
your cold and inactive leads These leads are a valuable source of revenue just sitting in
your database mdash neglecting them could mean losing out on a lot of potential revenue
Yoursquove already sunk time and money into acquiring those leads through numerous content
campaigns marketing programs and product offers Why not try to get the most out of them
Herersquos a pretty horrifying stat
The average inactivity for an email list is 63 (Listrak)
As you can probably guess sending more emails probably isnrsquot going to wake the dead In
fact those leads may start to unsubscribe if they continue to hear from you which would
completely eliminate your chances of getting in touch with them using traditional means
Instead of risking losing them forever many marketers decide to just leave them alone
Well ldquono morerdquo says Brooke Beach from Kevy an ecommerce marketing company Brooke
and her team do a phenomenal job generating leads and driving them to their website mdash and
Brooke refuses to let them go to waste after her team puts in the effort to generate
them in the first place
7Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
In order to bring inactive leads back to life she
runs account-based advertising campaigns on
all of Kevyrsquos target accounts that have not been
active at any point in the last six months
Not only does this allow her to put Kevyrsquos
message in front of their inactive leads but
also the key decision makers in each
company via a combination of mobile
social display and video
In a way Brooke is able to create a new image
for her brand in the minds of those ldquodead
leadsrdquo bringing them back to life and turning
them into entire accounts
Now even if that lead may not be interested
Kevy can reach other (possibly better)
contacts within that account mdash just by
putting their message in front of them on
the right channel at the right time
8Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
Next time yoursquore thinking about reaching an audience that you have not been able to
successfully reach via email or phone proactive advertising to a group of key decision
makers rather than individual leads may be your answer The key is making sure that
they donrsquot forget you by keeping your brand in front of them on multiple channels
This top-of-mind awareness is crucial to continuing the conversation
Take a look at the next chapter to learn more about how small businesses can harness the
power of ABM within their small teams
9Share the knowledge
ldquo
10Share the knowledge
Strategy 3 Scale Your SMB With ABM
Launching a new product has never been harder
Why Well for starters therersquos too much noise Second people only want to talk about what
they care about mdash and unless yoursquore doing a major Super Bowl ad or have a ton of brand
equity the chances of being noticed by mainstream media are slim to none
85 of B2B small business marketers say brand awareness is
their organizationrsquos top goal for content marketing
But our question to small businesses is why do you care Yoursquore innovative and nimble You
donrsquot need to rely on mainstream media or big-budget advertising campaigns to generate
awareness for your brand In fact wersquod like to propose an alternative
Account-based advertising is a great way to develop a brand awareness campaign for
your product launch with a targeted list of companies and it can be done on a budget
As long as yoursquore reaching your target accounts and making them aware of what you are
offering mdash in one way or another mdash the battle is won
The story may not get a headline in a well-known news publication but if you can penetrate
your target market and make your sales repsrsquo jobs easier when the time comes to call or
email a target account you have made your mark
11Share the knowledge
Case Study Startup RenterUp Builds Buzz With ABM
David Favero CEO of RenterUp knows this
all too well As a startup company RenterUp
does not have an unlimited budget But as a
smart company they know exactly who
they need to put their message in front of
to get the biggest bang for their buck
As a part of their account-based marketing
efforts RenterUp uses different ad formats
for mobile social display and video to
ensure that they are not only getting their
message out to market but theyrsquore also
doing it in a way that appeals to the media
consumption preferences of todayrsquos
buyers
You no longer have to be a big business to
reach buyers on the go or on their mobile
devices All you need is account-based
marketing to hyper-target your messages
to your buyers wherever they may be
Read on to the next chapter to learn more about using ABM to target your event
marketing follow-ups mdash a topic thatrsquos important regardless of the size of your business
12Share the knowledge
ldquo
13Share the knowledge
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
ldquo
6Share the knowledge
Strategy 2 Wake The Walking Dead In Your Email List
Another important application for account-based marketing is ldquowaking the deadrdquo or reviving
your cold and inactive leads These leads are a valuable source of revenue just sitting in
your database mdash neglecting them could mean losing out on a lot of potential revenue
Yoursquove already sunk time and money into acquiring those leads through numerous content
campaigns marketing programs and product offers Why not try to get the most out of them
Herersquos a pretty horrifying stat
The average inactivity for an email list is 63 (Listrak)
As you can probably guess sending more emails probably isnrsquot going to wake the dead In
fact those leads may start to unsubscribe if they continue to hear from you which would
completely eliminate your chances of getting in touch with them using traditional means
Instead of risking losing them forever many marketers decide to just leave them alone
Well ldquono morerdquo says Brooke Beach from Kevy an ecommerce marketing company Brooke
and her team do a phenomenal job generating leads and driving them to their website mdash and
Brooke refuses to let them go to waste after her team puts in the effort to generate
them in the first place
7Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
In order to bring inactive leads back to life she
runs account-based advertising campaigns on
all of Kevyrsquos target accounts that have not been
active at any point in the last six months
Not only does this allow her to put Kevyrsquos
message in front of their inactive leads but
also the key decision makers in each
company via a combination of mobile
social display and video
In a way Brooke is able to create a new image
for her brand in the minds of those ldquodead
leadsrdquo bringing them back to life and turning
them into entire accounts
Now even if that lead may not be interested
Kevy can reach other (possibly better)
contacts within that account mdash just by
putting their message in front of them on
the right channel at the right time
8Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
Next time yoursquore thinking about reaching an audience that you have not been able to
successfully reach via email or phone proactive advertising to a group of key decision
makers rather than individual leads may be your answer The key is making sure that
they donrsquot forget you by keeping your brand in front of them on multiple channels
This top-of-mind awareness is crucial to continuing the conversation
Take a look at the next chapter to learn more about how small businesses can harness the
power of ABM within their small teams
9Share the knowledge
ldquo
10Share the knowledge
Strategy 3 Scale Your SMB With ABM
Launching a new product has never been harder
Why Well for starters therersquos too much noise Second people only want to talk about what
they care about mdash and unless yoursquore doing a major Super Bowl ad or have a ton of brand
equity the chances of being noticed by mainstream media are slim to none
85 of B2B small business marketers say brand awareness is
their organizationrsquos top goal for content marketing
But our question to small businesses is why do you care Yoursquore innovative and nimble You
donrsquot need to rely on mainstream media or big-budget advertising campaigns to generate
awareness for your brand In fact wersquod like to propose an alternative
Account-based advertising is a great way to develop a brand awareness campaign for
your product launch with a targeted list of companies and it can be done on a budget
As long as yoursquore reaching your target accounts and making them aware of what you are
offering mdash in one way or another mdash the battle is won
The story may not get a headline in a well-known news publication but if you can penetrate
your target market and make your sales repsrsquo jobs easier when the time comes to call or
email a target account you have made your mark
11Share the knowledge
Case Study Startup RenterUp Builds Buzz With ABM
David Favero CEO of RenterUp knows this
all too well As a startup company RenterUp
does not have an unlimited budget But as a
smart company they know exactly who
they need to put their message in front of
to get the biggest bang for their buck
As a part of their account-based marketing
efforts RenterUp uses different ad formats
for mobile social display and video to
ensure that they are not only getting their
message out to market but theyrsquore also
doing it in a way that appeals to the media
consumption preferences of todayrsquos
buyers
You no longer have to be a big business to
reach buyers on the go or on their mobile
devices All you need is account-based
marketing to hyper-target your messages
to your buyers wherever they may be
Read on to the next chapter to learn more about using ABM to target your event
marketing follow-ups mdash a topic thatrsquos important regardless of the size of your business
12Share the knowledge
ldquo
13Share the knowledge
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Strategy 2 Wake The Walking Dead In Your Email List
Another important application for account-based marketing is ldquowaking the deadrdquo or reviving
your cold and inactive leads These leads are a valuable source of revenue just sitting in
your database mdash neglecting them could mean losing out on a lot of potential revenue
Yoursquove already sunk time and money into acquiring those leads through numerous content
campaigns marketing programs and product offers Why not try to get the most out of them
Herersquos a pretty horrifying stat
The average inactivity for an email list is 63 (Listrak)
As you can probably guess sending more emails probably isnrsquot going to wake the dead In
fact those leads may start to unsubscribe if they continue to hear from you which would
completely eliminate your chances of getting in touch with them using traditional means
Instead of risking losing them forever many marketers decide to just leave them alone
Well ldquono morerdquo says Brooke Beach from Kevy an ecommerce marketing company Brooke
and her team do a phenomenal job generating leads and driving them to their website mdash and
Brooke refuses to let them go to waste after her team puts in the effort to generate
them in the first place
7Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
In order to bring inactive leads back to life she
runs account-based advertising campaigns on
all of Kevyrsquos target accounts that have not been
active at any point in the last six months
Not only does this allow her to put Kevyrsquos
message in front of their inactive leads but
also the key decision makers in each
company via a combination of mobile
social display and video
In a way Brooke is able to create a new image
for her brand in the minds of those ldquodead
leadsrdquo bringing them back to life and turning
them into entire accounts
Now even if that lead may not be interested
Kevy can reach other (possibly better)
contacts within that account mdash just by
putting their message in front of them on
the right channel at the right time
8Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
Next time yoursquore thinking about reaching an audience that you have not been able to
successfully reach via email or phone proactive advertising to a group of key decision
makers rather than individual leads may be your answer The key is making sure that
they donrsquot forget you by keeping your brand in front of them on multiple channels
This top-of-mind awareness is crucial to continuing the conversation
Take a look at the next chapter to learn more about how small businesses can harness the
power of ABM within their small teams
9Share the knowledge
ldquo
10Share the knowledge
Strategy 3 Scale Your SMB With ABM
Launching a new product has never been harder
Why Well for starters therersquos too much noise Second people only want to talk about what
they care about mdash and unless yoursquore doing a major Super Bowl ad or have a ton of brand
equity the chances of being noticed by mainstream media are slim to none
85 of B2B small business marketers say brand awareness is
their organizationrsquos top goal for content marketing
But our question to small businesses is why do you care Yoursquore innovative and nimble You
donrsquot need to rely on mainstream media or big-budget advertising campaigns to generate
awareness for your brand In fact wersquod like to propose an alternative
Account-based advertising is a great way to develop a brand awareness campaign for
your product launch with a targeted list of companies and it can be done on a budget
As long as yoursquore reaching your target accounts and making them aware of what you are
offering mdash in one way or another mdash the battle is won
The story may not get a headline in a well-known news publication but if you can penetrate
your target market and make your sales repsrsquo jobs easier when the time comes to call or
email a target account you have made your mark
11Share the knowledge
Case Study Startup RenterUp Builds Buzz With ABM
David Favero CEO of RenterUp knows this
all too well As a startup company RenterUp
does not have an unlimited budget But as a
smart company they know exactly who
they need to put their message in front of
to get the biggest bang for their buck
As a part of their account-based marketing
efforts RenterUp uses different ad formats
for mobile social display and video to
ensure that they are not only getting their
message out to market but theyrsquore also
doing it in a way that appeals to the media
consumption preferences of todayrsquos
buyers
You no longer have to be a big business to
reach buyers on the go or on their mobile
devices All you need is account-based
marketing to hyper-target your messages
to your buyers wherever they may be
Read on to the next chapter to learn more about using ABM to target your event
marketing follow-ups mdash a topic thatrsquos important regardless of the size of your business
12Share the knowledge
ldquo
13Share the knowledge
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Case Study Kevy Breathes Life Into Dead Leads With ABM
In order to bring inactive leads back to life she
runs account-based advertising campaigns on
all of Kevyrsquos target accounts that have not been
active at any point in the last six months
Not only does this allow her to put Kevyrsquos
message in front of their inactive leads but
also the key decision makers in each
company via a combination of mobile
social display and video
In a way Brooke is able to create a new image
for her brand in the minds of those ldquodead
leadsrdquo bringing them back to life and turning
them into entire accounts
Now even if that lead may not be interested
Kevy can reach other (possibly better)
contacts within that account mdash just by
putting their message in front of them on
the right channel at the right time
8Share the knowledge
Case Study Kevy Breathes Life Into Dead Leads With ABM
Next time yoursquore thinking about reaching an audience that you have not been able to
successfully reach via email or phone proactive advertising to a group of key decision
makers rather than individual leads may be your answer The key is making sure that
they donrsquot forget you by keeping your brand in front of them on multiple channels
This top-of-mind awareness is crucial to continuing the conversation
Take a look at the next chapter to learn more about how small businesses can harness the
power of ABM within their small teams
9Share the knowledge
ldquo
10Share the knowledge
Strategy 3 Scale Your SMB With ABM
Launching a new product has never been harder
Why Well for starters therersquos too much noise Second people only want to talk about what
they care about mdash and unless yoursquore doing a major Super Bowl ad or have a ton of brand
equity the chances of being noticed by mainstream media are slim to none
85 of B2B small business marketers say brand awareness is
their organizationrsquos top goal for content marketing
But our question to small businesses is why do you care Yoursquore innovative and nimble You
donrsquot need to rely on mainstream media or big-budget advertising campaigns to generate
awareness for your brand In fact wersquod like to propose an alternative
Account-based advertising is a great way to develop a brand awareness campaign for
your product launch with a targeted list of companies and it can be done on a budget
As long as yoursquore reaching your target accounts and making them aware of what you are
offering mdash in one way or another mdash the battle is won
The story may not get a headline in a well-known news publication but if you can penetrate
your target market and make your sales repsrsquo jobs easier when the time comes to call or
email a target account you have made your mark
11Share the knowledge
Case Study Startup RenterUp Builds Buzz With ABM
David Favero CEO of RenterUp knows this
all too well As a startup company RenterUp
does not have an unlimited budget But as a
smart company they know exactly who
they need to put their message in front of
to get the biggest bang for their buck
As a part of their account-based marketing
efforts RenterUp uses different ad formats
for mobile social display and video to
ensure that they are not only getting their
message out to market but theyrsquore also
doing it in a way that appeals to the media
consumption preferences of todayrsquos
buyers
You no longer have to be a big business to
reach buyers on the go or on their mobile
devices All you need is account-based
marketing to hyper-target your messages
to your buyers wherever they may be
Read on to the next chapter to learn more about using ABM to target your event
marketing follow-ups mdash a topic thatrsquos important regardless of the size of your business
12Share the knowledge
ldquo
13Share the knowledge
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Case Study Kevy Breathes Life Into Dead Leads With ABM
Next time yoursquore thinking about reaching an audience that you have not been able to
successfully reach via email or phone proactive advertising to a group of key decision
makers rather than individual leads may be your answer The key is making sure that
they donrsquot forget you by keeping your brand in front of them on multiple channels
This top-of-mind awareness is crucial to continuing the conversation
Take a look at the next chapter to learn more about how small businesses can harness the
power of ABM within their small teams
9Share the knowledge
ldquo
10Share the knowledge
Strategy 3 Scale Your SMB With ABM
Launching a new product has never been harder
Why Well for starters therersquos too much noise Second people only want to talk about what
they care about mdash and unless yoursquore doing a major Super Bowl ad or have a ton of brand
equity the chances of being noticed by mainstream media are slim to none
85 of B2B small business marketers say brand awareness is
their organizationrsquos top goal for content marketing
But our question to small businesses is why do you care Yoursquore innovative and nimble You
donrsquot need to rely on mainstream media or big-budget advertising campaigns to generate
awareness for your brand In fact wersquod like to propose an alternative
Account-based advertising is a great way to develop a brand awareness campaign for
your product launch with a targeted list of companies and it can be done on a budget
As long as yoursquore reaching your target accounts and making them aware of what you are
offering mdash in one way or another mdash the battle is won
The story may not get a headline in a well-known news publication but if you can penetrate
your target market and make your sales repsrsquo jobs easier when the time comes to call or
email a target account you have made your mark
11Share the knowledge
Case Study Startup RenterUp Builds Buzz With ABM
David Favero CEO of RenterUp knows this
all too well As a startup company RenterUp
does not have an unlimited budget But as a
smart company they know exactly who
they need to put their message in front of
to get the biggest bang for their buck
As a part of their account-based marketing
efforts RenterUp uses different ad formats
for mobile social display and video to
ensure that they are not only getting their
message out to market but theyrsquore also
doing it in a way that appeals to the media
consumption preferences of todayrsquos
buyers
You no longer have to be a big business to
reach buyers on the go or on their mobile
devices All you need is account-based
marketing to hyper-target your messages
to your buyers wherever they may be
Read on to the next chapter to learn more about using ABM to target your event
marketing follow-ups mdash a topic thatrsquos important regardless of the size of your business
12Share the knowledge
ldquo
13Share the knowledge
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
ldquo
10Share the knowledge
Strategy 3 Scale Your SMB With ABM
Launching a new product has never been harder
Why Well for starters therersquos too much noise Second people only want to talk about what
they care about mdash and unless yoursquore doing a major Super Bowl ad or have a ton of brand
equity the chances of being noticed by mainstream media are slim to none
85 of B2B small business marketers say brand awareness is
their organizationrsquos top goal for content marketing
But our question to small businesses is why do you care Yoursquore innovative and nimble You
donrsquot need to rely on mainstream media or big-budget advertising campaigns to generate
awareness for your brand In fact wersquod like to propose an alternative
Account-based advertising is a great way to develop a brand awareness campaign for
your product launch with a targeted list of companies and it can be done on a budget
As long as yoursquore reaching your target accounts and making them aware of what you are
offering mdash in one way or another mdash the battle is won
The story may not get a headline in a well-known news publication but if you can penetrate
your target market and make your sales repsrsquo jobs easier when the time comes to call or
email a target account you have made your mark
11Share the knowledge
Case Study Startup RenterUp Builds Buzz With ABM
David Favero CEO of RenterUp knows this
all too well As a startup company RenterUp
does not have an unlimited budget But as a
smart company they know exactly who
they need to put their message in front of
to get the biggest bang for their buck
As a part of their account-based marketing
efforts RenterUp uses different ad formats
for mobile social display and video to
ensure that they are not only getting their
message out to market but theyrsquore also
doing it in a way that appeals to the media
consumption preferences of todayrsquos
buyers
You no longer have to be a big business to
reach buyers on the go or on their mobile
devices All you need is account-based
marketing to hyper-target your messages
to your buyers wherever they may be
Read on to the next chapter to learn more about using ABM to target your event
marketing follow-ups mdash a topic thatrsquos important regardless of the size of your business
12Share the knowledge
ldquo
13Share the knowledge
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Strategy 3 Scale Your SMB With ABM
Launching a new product has never been harder
Why Well for starters therersquos too much noise Second people only want to talk about what
they care about mdash and unless yoursquore doing a major Super Bowl ad or have a ton of brand
equity the chances of being noticed by mainstream media are slim to none
85 of B2B small business marketers say brand awareness is
their organizationrsquos top goal for content marketing
But our question to small businesses is why do you care Yoursquore innovative and nimble You
donrsquot need to rely on mainstream media or big-budget advertising campaigns to generate
awareness for your brand In fact wersquod like to propose an alternative
Account-based advertising is a great way to develop a brand awareness campaign for
your product launch with a targeted list of companies and it can be done on a budget
As long as yoursquore reaching your target accounts and making them aware of what you are
offering mdash in one way or another mdash the battle is won
The story may not get a headline in a well-known news publication but if you can penetrate
your target market and make your sales repsrsquo jobs easier when the time comes to call or
email a target account you have made your mark
11Share the knowledge
Case Study Startup RenterUp Builds Buzz With ABM
David Favero CEO of RenterUp knows this
all too well As a startup company RenterUp
does not have an unlimited budget But as a
smart company they know exactly who
they need to put their message in front of
to get the biggest bang for their buck
As a part of their account-based marketing
efforts RenterUp uses different ad formats
for mobile social display and video to
ensure that they are not only getting their
message out to market but theyrsquore also
doing it in a way that appeals to the media
consumption preferences of todayrsquos
buyers
You no longer have to be a big business to
reach buyers on the go or on their mobile
devices All you need is account-based
marketing to hyper-target your messages
to your buyers wherever they may be
Read on to the next chapter to learn more about using ABM to target your event
marketing follow-ups mdash a topic thatrsquos important regardless of the size of your business
12Share the knowledge
ldquo
13Share the knowledge
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Case Study Startup RenterUp Builds Buzz With ABM
David Favero CEO of RenterUp knows this
all too well As a startup company RenterUp
does not have an unlimited budget But as a
smart company they know exactly who
they need to put their message in front of
to get the biggest bang for their buck
As a part of their account-based marketing
efforts RenterUp uses different ad formats
for mobile social display and video to
ensure that they are not only getting their
message out to market but theyrsquore also
doing it in a way that appeals to the media
consumption preferences of todayrsquos
buyers
You no longer have to be a big business to
reach buyers on the go or on their mobile
devices All you need is account-based
marketing to hyper-target your messages
to your buyers wherever they may be
Read on to the next chapter to learn more about using ABM to target your event
marketing follow-ups mdash a topic thatrsquos important regardless of the size of your business
12Share the knowledge
ldquo
13Share the knowledge
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
ldquo
13Share the knowledge
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Strategy 4 Impress Your CMO With Insane ROI At Your Next Event
Talk to any person who does event marketing and yoursquoll quickly learn that putting an event
together is extremely hard
The biggest event marketing challenge is getting people to
respond to invites (Hubspot)
Irsquove often heard marketers express their uncertainty about the event marketing process as
a whole How do you get the most out of your event marketing investment How do you
make sure that the leads you collect at an event arenrsquot going to waste
If yoursquore like many B2B companies yoursquore funneling a good bit of money into event
sponsorships booths speaking gigs and more You want to make sure yoursquore
getting out at least as much as yoursquore putting in
Letrsquos take a look at a few ways you can maximize your event investment with account-
based marketing
Maximize ROI On Your Next Event
Launch A Campaign Now
14Share the knowledge
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Case Study Salesforce Streamlines Event Follow-Up
Letrsquos say that over the course of a several-
day event you speak to 100 people
Typically there are one to two people per
company present so you assume that you
now have about 50 to 75 companies on
your list to follow up with
Most companies immediately input
these into their CRM system and begin
following up via phone or email the
following week Hot leads typically
respond well to this and you can see an
immediate ROI from your event mdash but what
about all of the other leads you generated
Well in order to ensure no leads get
overlooked during the follow-up process
Salesforce does things a little differently
Like most companies they thrive on ways
to get better ROI on marketing initiatives
and events are no different
Once Salesforce receives all of their leads
from an event they place them on targeted
email nurturing programs In addition they
run account-based advertising
campaigns that help them create
awareness not only with each single lead
but also with other decision makers
among their target companies
This level of sophistication really drives
engagement at all levels of the company and
builds incredible trust between sales and
marketing Learn more about how email
nurturing and account-based marketing work
together in chapter five
15Share the knowledge
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
ldquo
16Share the knowledge
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Strategy 5 Fuel Your Account-Based Nurturing Fire
B2B Marketers are generating an unprecedented number of leads every month with inbound
strategies like content marketing webinars events and pay-per-click advertising But herersquos
the problem
On average there are 5 to 7 people involved in the B2B
decision making process (Gartner)
Keep in mind the following quote ldquoSales closes accounts not leadsrdquo In B2B we get too
caught up in single lead-based marketing and overlook the importance of targeting
entire accounts to reach key decision makers For example letrsquos say that every lead that
comes into your CRM also reaches out to two of your competitors If everyone is emailing and
calling this one lead then itrsquos safe to say that everyone has a fair chance of winning them over
right
Now imagine that you can turn this in your favor Instead of just calling and emailing this same
individual who is likely being bombarded with sales messages on a daily basis you use
account-based marketing to automatically put a message in front of all of the decision
makers that can influence the deal Now thatrsquos called an unfair advantage especially when
reaching your target accounts fast is the name of the game
17Share the knowledge
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Case Study Insightpool Dives Into Account-Based Nurturing
Devon Wijesinghe CEO of Insightpool really
understand this game At Insightpool every
single email nurturing program that their
marketing team has created in their marketing
automation platform has another layer a
corresponding account-based nurturing program
This allows them to quadruple their reach in
target companies across mobile social
display and video In fact the account-based
advertising programs drive more traffic and
awareness within their target accounts than just
emailing that one lead over and over again
With both email and account-based nurturing in
place companies can stay top of mind among
multiple contacts within their target companies mdash
not just a single lead mdash throughout the length of
an increasingly long sales cycle This improves
the likelihood of getting buy-in from key
stakeholders within an account and
therefore increases the likelihood of that
single lead turning into new business down
the line
18Share the knowledge
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
ldquo
19Share the knowledge
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more
Recap
By harnessing the power of account-based
marketing to market at the account level not
the lead level you can open the door to a
number of powerful marketing strategies such
as
1 Providing air-cover ABM support for
your sales team
2 Breathing life into dead leads
3 Scaling your SMB
4 Generating insane ROI on your next
event
5 Adding fuel to your account-based
nurturing fire
Use your database to its full potential by
targeting every key stakeholder in an
account improve the alignment of your sales
and marketing teams increase brand
awareness and take your event marketing
and lead nurturing strategies to a whole new
level Join the ranks of ABM pioneers and
start seeing the benefits today
LAUNCH AUTOMATED
ACCOUNT-BASED
MARKETING CAMPAIGNS
IN LESS THAN 30 MINUTES
Marketing and sales professionals
can easily generate brand awareness
by simply connecting to Salesforce
creating dynamic rules for targeting
and uploading creative to the
platform
Terminus makes it easy to target key
decision-makers on the account level
across mobile social display and
video
Launch A Campaign Now
Visit terminuscom to learn more