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How to use Uberflip & Terminus to fuel your ABM strategy
The document discusses how Uberflip and Terminus collaborate to enhance account-based marketing (ABM) strategies, emphasizing the importance of personalization and relevance in ABM. It outlines the journey of implementing ABM at Uberflip, including tiered targeting approaches and the use of digital ads. Key takeaways highlight the need for segmented campaigns and recycling content to improve efficiency and effectiveness in engaging target accounts.
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Similar to How to use Uberflip & Terminus to fuel your ABM strategy
How to use Uberflip & Terminus to fuel your ABM strategy
- 1. How to useUberflip & Terminus to fuel your ABM strategy
- 2. ABOUT THE SPEAKERS LaurenPatrick Storyteller, Terminus Heidi Vandermeer Account Based Marketer, Uberflip
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- 9. Personalization and relevance arekey to ABM ABM
- 10. But how dowe create a relevant and tailored experience for ABM — at scale?
- 14. How Uberflip UsesTerminus for ABM Heidi Vandermeer Account Based Marketing at Uberflip Twitter handle: @heidivandermeer
- 15. ABOUT UBERFLIP We help marketerscreate, manage and optimize content experiences at every stage of the buyer journey.
- 16. Strategic SamDemand Jen MarketingMary CONTENT EXPERIENCE
- 17. Source: Marketo “TheState Of Engagement” Report
- 18. “Leads nurtured withpersonalized content tend to lead to 20% more sales opportunities” — Demand Gen report
- 19. Your Content Top of the Funnel Middleof the Funnel Bottom of the Funnel By Topic By Type By Vertical By Persona By Account
- 20. Our ABM Journey •2016-2017: Began laying groundwork for ABM, changing reporting structure from leads to accounts. • ABM role: Changed roles in June 2017 to implement ABM structure & programs throughout our revenue cycle full-time. • Main focus: Sales alignment, direct mail, digital ads, key accounts • Digital ads: Began using Terminus right away (and love working with them!)
- 21. o Tier 1:By account, individual o Tier 2: By industry, persona, tech o Tier 3: Regular inbound strategy, + industry/persona related content My Team’s Approach Account Value ($) Effortinvested Tier: 3 2 1Utilize a tier based approach
- 22. STAGE Tier 1Tier 2 Tier 3 Cold - Direct mail offers, to 1-5 people 2x per quarter for each account - Targeted ads per account + custom digital assets - Regular inbound - Targeted ads: - Persona - Industry - Technology - Regular inbound strategy only Engaged - Targeted ads per account - Direct mail plays - Email nurture - Retargeting ads - Limited direct mail plays (dependant on persona & situation) - Email nurture Opportunity - Targeted ads per account - Ads showing customer reviews + case studies - Personalized direct mail - Custom content & digital assets - Targeted ads per persona or industry - Ads showing customer reviews + case studies - Direct mail if prospects are “going cold” - Notes & cards - Limited direct mail - Ads showing customer reviews + case studies Example: ABM Strategy Based on Tier + Stage
- 23. Outcome: CTR of6-13% with target accounts! Tier 2: Cold
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- 31. How Terminus UsesUberflip for ABM Lauren Patrick Storyteller
- 32. • Started “ABM”in early 2015 • Officially became a “Terminator” in Sept. 2015 • Helped scale the company from 70 to 350+ customers • Launched Uberflip in Spring 2016 • Finalist for 2017 Expy Award from Uberflip My ABM Journey @Terminus #ABM
- 33. Target best- fit accounts Easiestand fastest way to do ABM at scale Engage more stakeholders Accelerate marketing & sales pipeline @Terminus #ABM
- 34. @sangramvajre @dgaugler#ABM@Terminus@TonniBennett #ABM TerminusPlatform @Terminus #ABM
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- 36. DREAMFORCE ‘17 |©2017 Terminus Software, Inc. The Secret Formula for Operationalizing ABM Tweet this! Fit + Intent + Engagement is the secret formula for #ABM @PeterKHerbert Winning Strategies for Account-Based Marketing | @SangramVajre #ABM@Terminus #ABM
- 37. #conex17 #ABM Account-Based ValueStream Orchestrating Quality Time with Decision-Makers Fit + Intent (+ Engagement) Account Prioritization Promote MQAs Engaged Accounts with High AES Expand to 10+ More Contacts as Needed to Set Appt. Gather Account Insight Create Tailored, Personalized Content Run the Play: Personalized Phone+Social+Email Marketing Creates Awareness and Engagement Sales Dev Engages with People and Sets Appointments Build Target Contacts @peterkherbert #ABM@Terminus #ABM@Terminus #ABM
- 38. Dreamforce ‘17 |©2017 Terminus Software, Inc. ABM Target Tiers working potential Master Pool of High Fit Accounts Time Energy Money Sales and Marketing working together YOUR FUTURE IN B2B IS ACCOUNT-BASED | @SangramVajre @PeterKHerbert #ABM
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- 42. Customer Case Studies @peterkherbert#ABM@peterkherbert #ABM@Terminus #ABM
- 43. Terminus Product Portal @peterkherbert#ABM@peterkherbert #ABM#ABM@Terminus #ABM
- 44. SDR Sales Stream @peterkherbert#ABM@peterkherbert #ABM@Terminus #ABM
- 45. ABM Masters Portal(Powered by Uberflip) @peterkherbert #ABM@peterkherbert #ABM http://resources.terminus.com/abm-masters @Terminus #ABM
- 46. Key Takeaways Use accounttiers to segment plays Design campaigns throughout the buying journey Recycle everything: reduce your time, reuse your content H2H = ABM = Personalized, relevant content
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