Termius aims to provide a simple and consistent experience no matter what device you're using. To make that possible, Termius synchronizes your data across all devices using end-to-end encryption. Termius syncs the following data: Hosts (alias, address, username, password, configuration). Terminus Account-Based Marketing 1. SLCSEM – June 21, 2017 @SangramVajre @Terminus #ABM #SLCSEM 2. Sangram Vajre. Head of Marketing, Pardot (now Salesforce). Co-founder and CMO of Terminus. Founder of #FlipMyFunnel community. I am now an author (by accident) @sangramvajre Introduction @SangramVajre @Terminus #ABM #SLCSEM. How to Terminus: Automated Account Prioritization Published Date February 2, 2021 Previous Article July Release: Introducing the Terminus Engagement Hub. The July 2020 Terminus product release is here and we're excited to announce the Terminus Engagement Hub!

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This “cookbook” is the biggest and most comprehensive list of account based marketing tactics you’ll find anywhere. Use it for ideas, inspiration, and your ultimate account based marketing checklist.

The Total Economic Impact™ of the Terminus Account Based Marketing Platform

The Most Complete ABM Platform for Acquisition, Retention, and Everything in Between

Terminus provides the audiences, the channels, the signals, and the numbers teams need for account-based marketing success. We care deeply about the success of our customers and will be here every step of the way to help your team win with ABM.

Do you have an account based marketing checklist? You should. If you’re going to be engaging in account based marketing, it’s critical that you keep your processes well-organized. Consider a pre flight checklist example: You don’t take off unless you know that everything is in place. An account-based marketing checklist includes everything from content marketing tasks to a content confidence checklist. You can create a step-by-step guide to follow for your account based marketing, and you can improve and optimize the checklist as you go.

The most valuable content marketing is highly specialized. Account based marketing is all about customizing the marketing to the individual. But doing something of this complexity requires structure. A checklist means that you can coordinate with the rest of your team. ABM is the opposite of unsolicited marketing, where an individual has to customize everything to the customers.

How does someone create an ABM checklist? They can look at other elements such as a Copyblogger checklist. An ABM checklist will begin by identifying target accounts, move on to targeting those accounts, and then progress to tracking performance on an account by account basis. This is an ABM checklist at its simplest. But each component of these will likely have other elements that have to be tracked.

Consider that simply identifying target accounts might include:

• Looking at the current list of accounts the sales team has.
• Adding any new accounts from LinkedIn referrals and other social media lead generation.
• Generating lists of target accounts scored through a CRM solution or other marketing platform.
• Building out lists of accounts that fit your ideal customer profile, or ICP.

Before ABM marketing even begins in earnest, these accounts have to be appropriately ranked and scored. This is the only way the company can ensure that its efforts are going towards the customers that are most likely to engage and make a purchase.

Marketing Templates

Developing marketing templates is hard but necessary work. First, it’s necessary because of GDPR. Privacy acts require that you find out whether your leads opted in or signed up for emails, as otherwise you could face significant fines and penalties. You need to prioritize accounts based on how important they are, and some accounts might be “email only” or “direct mail.” For either, you will usually be going through a sequence. An email client might receive an introductory email, follow up, and final touch. A direct mail client might receive a handwritten card, branded swag, and a follow up.

A marketing checklist template governs all this. From the content marketing checklist to the email marketing campaign checklist template, it gives you a structure to what you’re doing and makes sure that everything isn’t missed. A direct marketing checklist tracks where you are during stages of buyer contact, and makes sure you’re following the appropriate direct marketing guidelines. GDPR and marketing also means that you need to be more conscientious about how you’re contacting people and when. GDPR direct marketing and direct marketing policy has to be aligned with current direct marketing laws.

A content marketing checklist and a website checklist is also essential to make sure that your content marketing is being completed in a timely fashion. The content marketing strategy template 2020 might not look the same as one from 2019, and that means that these checklists also have to be frequently updated and audited. Companies can look towards the Semrush content marketing checklist or general website branding checklist to ensure that all their passes are covered and that they’re managing their marketing the right way.

Checklists also offer room for improvement and opportunity. When companies find that their results aren’t quite where they want to be, they are able to experiment with their processes using structured, data-driven methodology.

Facebook Campaign

B2B marketing teams can use Facebook in a number of ways to promote their business. Today, Facebook is the most popular social media platform, and offers access to the broadest demographics. Everyone from teens to retirees are currently using Facebook, and Facebook itself has a robust advertising platform.

A Facebook campaign can begin organically, posting information and news, and interacting with followers. From there, it’s time for a brief Facebook ads tutorial or Facebook ads guide PDF. Facebook ads make it possible to promote posts or simply run advertisements on other sites, much like Google. A Facebook ads checklist can help: Is the company’s branding properly depicted? Are the right products and services being advertised?

A social media post checklist is often used to ensure that the social media posts are being done correctly, and a Facebook ad audit checklist can operate on a similar level. A Facebook ad checklist PDF gives a company all the information they need to continuously post ads with consistent quality. A Facebook marketing checklist also ensures that the posting is consistent regardless of which marketer is posting them.

How would Facebook have benefited from a checklist? It has to do with ensuring that the right marketing is done the right way, and that any deviations from the marketing plan can be accounted for. Further, it reduces the administrative burden of working on this type of marketing, because employees know exactly what they’re supposed to be doing and when.

Branding Checklist

Whether you’re launching a new company, rebranding an existing company, or focusing on brand awareness, a branding checklist is critical. Your branding checklist should include things like:

• Updating your brand to the newest versions on all social media (Facebook, Twitter, etc) and owned media (websites, email newsletters).
• Updating your email signatures and other communications, such as Slack or Discord channels.
• Adding new brand guidelines and passing them to employees. Employees should be aware not only of the new brand but also what it stands for.
• Considering a press release. A press release will notify everyone else of the branding and the company’s new direction, too.

While you can download a branding checklist PDF or a personal branding checklist, a brand consistency checklist is going to vary from person to person and business to business. A branding checklist for entrepreneurs will differ from one for a large enterprise, and a visual branding checklist will differ from a mission statement. You can check out a braid creative branding checklist for more ideas, or create your own branding checklist Excel sheet. Either way, it’s important to achieve consistency through your processes.

Once you’ve developed a branding checklist, you should make sure that everyone is following it. Check in with employees and ask them whether they have any questions or suggestions. Employees will be most aware of whether the brand is being embraced positively or whether people are questioning exactly what the brand means. A re-branding can be a significant and resource-intensive process, but every company has to rebrand itself once in a while. Even the largest companies in the world, like Microsoft and Coca-Cola.

Direct Marketing Emails

Direct marketing emails remain one of the most effective ways to reach an audience. However, the efficiency of direct marketing emails really depends on the quality of your leads. Direct marketing is best when the email marketing plan is focused towards people who are already interested.

Direct marketing with a one-to-one email send requires that you follow common email etiquette, be respectful, and be clear with your message. When newsletters are sent out to a particularly long list, the email author has to be very careful. When emails are sent out one-to-one, personalized emails often function better.

Start with an email marketing checklist, which governs everything you need to check before the emails are sent. From there, an email marketing process flow chart will step you through the different emails sent at varying stages of the buyer journey. A litmus checklist can be included to make sure the emails are being sent to well-qualified leads, and an email proofreading checklist will avoid some of the most common mistakes marketers make when sending out emails.

You can take a look at the Marketo email checklist to get a better idea of how to set up your own checklist, but your checklist will depend highly on the amount of customization that you’re doing and the types of email you’re sending. The ultimate email checklist will take you from the very beginning of writing the email to sending it out, and will include making sure the email is being sent out to qualified, interested leads who aren’t likely to mark the email as spam.

Email checklists ultimately lead to more consistency, and make it easier to improve the process of sending out emails, whether the emails are being sent to a single individual or large email lists at once.

How to Launch A Product Online

Often, a company finds itself trying to figure out how to launch a product online. Launching a product online is a cost-effective way to introduce new people to a product. It requires a comprehensive product management checklist, which is tailored to the industry: a B2B product launch checklist, SaaS product launch checklist, Amazon product launch checklist, or medical device product launch checklist will all differ in nature.

Begin with a product launch checklist PDF that includes a full product marketing checklist. Understand that a pragmatic marketing product launch checklist cannot include absolutely everything that you need to do, but it’s going to be an excellent jumping off point.

The major goal of a product checklist is to let customers know about the new product. Often, this means reaching out to lists, especially high value customers, and connecting with them to make sure they know everything about the new product. Other elements of the checklist may include:

• Posting a press release. A press release notifies everyone in the industry about your new product or service.
• Sending out a newsletter. Newsletters and emails are a personal way to connect with current, prospective, and even past clients.
• Updating your website. Your website should feature the product or service and funnel individuals into connecting for more information.
• Posting on your social media. Social media is one of the easiest ways to introduce new products and services today.
• Posting videos. Explainer videos on YouTube, Facebook, and other online venues can also be a good way to explain a product or service.
• Spending money on paid advertising. Boosted social posts and search advertising can be a good way to get eyes on your product fast.
• Educating employees. Employees should be thoroughly educated on the intricacies of the product far before launch.

Altogether, this will ensure that your company is prepared and that your customers are well notified of the changes.

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Learn the Account Based Marketing Basics With Terminus

This LinkedIn Learning course covers the account based marketing basics through the lens of the TEAM framework, which Terminus believes is the easiest, most practitioner-oriented way to start and scale ABM.

Terminus was named “Leader” in the ABM category for the 9th consecutive quarter.

The Most Complete ABM Platform for Acquisition, Retention, and Everything in Between

Terminus provides the audiences, the channels, the signals, and the numbers teams need for account based marketing success. We care deeply about the success of our customers, and will be here every step of the way to help your team win with ABM.

Account based marketing is a new approach to B2B marketing where teams prioritize their “best-fit” accounts and use different channels, tools, and data to get their brand in front of important decision makers. What may sound relatively straightforward at first, ABM also represents layers of complex personalization tactics and technologies to use that could overwhelm some. With that, if you’re new to ABM, use this resource to start with the account based marketing basics.

The best place to start? Terminus offers an account based marketing course, account based marketing training, a virtual account based marketing consultant, and even a fun Account Based Marketing for Dummies book that can all serve as the perfect starting point for your account based marketing B2B journey. Feel free to check out any of these resources first before you dive into a strategy or execution:

• Book: Account Based Marketing For Dummies (link)
  • Unfortunately Account Based Marketing For Dummies PDF download isn’t available but reach out to a Terminus team member and we’ll make sure you get a copy of the book!
• Online Training Course: Account-Based Marketing Foundations (link)
• Book: ABM is B2B (link)
  • Obviously we’re biased, but we consider this one of the best books on account based marketing!
• Video Preview: Terminus Academy (link)

Why is it important to start with the basics? Sales and marketing professionals who take the time to learn and understand the philosophy and fundamentals of account based marketing have a better chance of success. Then they can start to build their own account based marketing framework. Oftentimes, customers who are new to ABM will partner with Terminus on building out this framework:

• T: Target the right accounts.
• E: Engage across every channel.
• A: Activate your teammates.
• M: Measure all activities (attribution and influence).

After the fundamentals and a framework, teams can start to think about the execution. We call these tactics, or the specific plays teams run to get their brand in front of their most important audience. Many teams today are already doing this and doing it well, so it’s important for beginners to collect and evaluate account based marketing examples. This will allow them to see account based marketing best practices and how they can apply any or all of them to their own ABM tactics. From there, they will have the confidence and be equipped with the necessary tools to build out their account based marketing strategy template.

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LinkedIn Ads

Used more as a channel or tool for account based marketing, LinkedIn offers many different opportunities to wow your most important customers and prospects in a personalized way. With the Terminus and LinkedIn integration, teams can place their ads on the most trusted social platform. Why is LinkedIn the best channel to target key accounts and stakeholders? Consider these stats:

• There are over 660 million professionals on Linked In today
  • 86 million senior-level influencers
  • 14 million opinion leaders
  • 8 million C-level executives
  • 62 million business decision makers
  • 22 million small business owners
  • 40 million decision makers

If sales and marketing teams want a way to generate real engagement from their top accounts, they need to promote relevant and timely content in the channel where people feel safest to engage. Not only that, it also helps the company build their brand.

With the LinkedIn and Terminus integration, ABM teams can:

• Use the Terminus Account Hub and to create dynamic audiences that can flow in and out of LinkedIn Sponsored Content campaigns.
• Launch, manage, and report on LinkedIn Sponsored Content and orchestrated campaigns across multiple channels at every stage of the sales funnel.
• Report on account engagement and easily surface this data to the sales team.
  Target audiences internationally.

Tactically speaking, one of our favorite account based marketing tactics to run is to target tier one accounts with LinkedIn ads and follow up with a personalized account based marketing cadence of two or three timely and relevant emails. Terminus can help you develop a LinkedIn account targeting template that can become more precise overtime. This a great one-two punch that is repeatable and scalable across many different audiences.

HubSpot Pricing

As another popular marketing platform that now offers features for account based marketing, HubSpot has officially established itself in this category. Based in Boston, HubSpot is truly a leading brand in the marketing technology space. Between their thousands of customers and the huge annual conference they host every year, HubSpot is a name most (if not all) marketers recognize.

This is a platform that already offers CRM, email marketing, chat, web analytics, and many more features. Their newest set of features, focused on account based marketing, supports the fact that account based marketing is now an established new strategy. According to this page on HubSpot, pricing and packaging options are now available. HubSpot’s new tools for ABM are available in the Marketing Hub Professional as well as the Sales Hub Professional products.

In addition to the product, the HubSpot blog also spotlight account based marketing. Aside from ABM, the HubSpot blog alone publishes some of the best how-to articles and interesting posts that every marketer should read. And now they’re writing about and publishing blog posts solely dedicated to account based marketing best practices, strategies, case studies, and much more. If you’re still in research mode or just want to challenge yourself to become a better marketer, we highly recommend checking out the HubSpot blog. Here are a few of our favorite articles:

• The Top 7 Account Based Marketing Metrics for Tracking Success (link)
• 15 of the Best Account-Based Marketing Software for 2020 (link)
• 36 Account-Based Marketing Stats to Know in 2020 (link)
• 7 Examples of Email Signature Banners That Drive Conversions (link)

Demandbase

Demandbase is another account based marketing solution that is well established in this category. The company started nearly a decade ago when they started mapping IP addresses to companies. Since then, they have emerged as one of the leading account based marketing solutions. According to their LinkedIn, they have more than 300 employees across multiple offices in the United States and one in Europe. This includes:

• San Francisco, California
• Manhattan, New York
• Seattle, Washington,
• Austin, Texas
• London, United Kingdom

Demandbase strives to be a comprehensive ABM platform with the following focus areas:

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• Targeting
• Conversion
• Engagement

This means that customers can execute ABM from a centralized location that brings everything together. Users can discover and reach their audiences with the Targeting solution. With the Engagement solution, Demandbase customers are able to identify visitors and engage them with a personalized experience. And with the Conversion solution, users from the marketing team can provide their sales team with insights for each account and contact.

Check out their website to see video previews of their platform. In terms of resources, they also offer training options, templates, reports, and account based marketing case studies. Browse through their blog for posts and articles that highlight best practices and the latest trends.

Engagio

Another popular account based marketing software platform is Engagio. According to their LinkedIn, they have around 70 employees and are headquartered in San Mateo, California. They were founded in 2015 and have over 250 current customers. Jon Miller is the CEO and Co-Founder and he is accompanied by Brian Babcock (CTO and Co-Founder) and Patrick Donnelly (Chief Revenue Officer) on the leadership team.

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On the product side, they split out the organization of their software into three components: platform, orchestrate, and dash. Specifically within the platform, Engagio Foundation is used by sales and marketing teams to see a single view of accounts, people, and activity. Also within the Platform section, Analytics for Marketing is used by their customers to analyze account engagement, plan an account journey, and see progress along the way. Rounding out the Platform area of the product is Scout for Sales, which allows teams to book more meetings with prospects or customers and accelerate the sales cycle. Users can execute specific ABM plays with the Orchestrate feature. These tactics span across advertising, marketing automation, direct mail, CRM, and sales engagement. Finally, with Dash, Engagio users can measure the impact and return on investment with multi-touch attribution.

For more information about Engagio and access to their resources (ebooks, reports, blog posts, videos, etc.), visit the Engagio website.

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What Is Account Based Marketing?

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Even up to this point, you still might be asking yourself, “what is account based marketing?” That is one hundred percent okay! The account based marketing playbook is different from traditional digital marketing most teams have grown accustomed to the last fifteen years. Also known as key account marketing, ABM allows teams to pick and prioritize accounts that could potentially become their best customers. Then revenue teams within the organization (sales, marketing, or customer success) work together to target those accounts, get their brand in front of the right decision makers, and lead them through a personalized buyer journey so they become customers. Even after signing the paperwork, teams continue to use account based marketing to retain their most important customers and generate cross sell or upsell opportunities.

The term personalization in account based marketing means that relevant content or account-specific messaging is being delivered to each individual account. Account based marketing experts might tell you that this is a complicated process, as it can include many team members, technologies, and to-do tasks. This is true, but it doesn’t have to be as complicated you may think. Has your sales, marketing, or customer success team ever focused on a specific customer or prospect and made sure they had a great account based experience? Maybe you sent them cookies, threw a party in their honor, or spent an extra hour or two to help them be successful with your product or service? That is account based marketing! Allocating resources, time, and focus towards an important prospect or customer is the foundation of ABM.

Terminus Account Based Marketing

The benefits of account based marketing include: faster sales cycles, higher conversion rates from lead to customer, higher contract values, and more bookings. But it is a shift from the typical marketing mindset, so it may require some selling internally. So to start, put together an account based marketing PPT that allows other teams to learn about this strategy and the benefits. Show them examples, case studies, and proposed use cases on how it can help your business. Terminus is here to help with this and more! Let us know if we can ever be a resource for you during your ABM journey.

Terminus Account Based Marketing

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