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1、ABMFrom Leads to Relationships:The Road to SustainedPipeline Revenue Terminus Software,Inc./Pg.02No worries,we all do it.Heres a hot take.There is only one acronym every business leader should intimately know,understand,and build their long-term strategic business planning around.Its the one acronym

2、 that generates business growth.What is that invaluable acronym?ABM=Account-based marketingWe love making up catchy names for everything:companies,products,brands,programs,strategies,etc.Better yet,we love a good acronym.Be honest,how often do you say these beauties in a day?MQ?SQ?Lead Ge?GT?TAM?IP?

3、KP?CT?CL?TOFU Terminus Software,Inc./Pg.03The ONLY acronym you need for360-degree business growth ABMHear us out.Account-based marketing(ABM)is not really marketing.It is also not just digital advertising.It is the 360-degree business strategy every business needs for sustained long-term revenue gro

4、wth.Its that powerful.The traditional lead generation sales model is not enough to staycompetitive in todays global market.Customers have too many choicesto settle for brands that dont take the time to understand their pain points and build relationships that bring them value.That is the heart of a

5、strong account-based strategy.This e-book outlines precisely what an account-based strategy is and what it is not.After reading,youll understand the difference between ABM and traditional lead generation and how ABM is a better strategy to drive long-term brand awareness,customer retention,and reven

6、ue.Youll also learn valuable strategies for starting your journey toward an aligned go-to-market team.Lets get started.Terminus Software,Inc./Pg.04Traditional Lead Generation vs.ABMTraditional lead generation attracts potential customers to a business or service and guides them into a sales pipeline

7、.It involves using various digital and traditional channels,such as search,social media,email,and company websites to attract and convert potential customers.In general,lead generation involves getting the attention of as many potential customers as possible and weeding out the ones who are not inte

8、rested until you convert a few.Its a potentially scattershot strategy with conversion as the ultimate end goal.ABM focuses on proactively qualifying potential customers by being selective with targeted companies and drilling down toindividual decision-makers within each company.ABM engages key accou

9、nts with personalized one-to-one experience.It provides product content that meets the needs and pain points of individual customers within that account.Thestrategy tries to improve lead quality,customer retention,and totalrevenue from targeted accounts.ABM is built to deepen the relationship throug

10、h personalized messaging and unique brand experiences.You may use traditionallead generation activities within the ABM process but for differentreasons.So,the differences lie in the target audience,tactics,and outcomes.Lets break it down further.Terminus Software,Inc./Pg.05The Target AudienceLead ge

11、neration starts by identifying the channel or tactics that bestreach the target customer.For B2B,the target customer is typically a title or company.While there may be an ideal customer persona(ICP),the details identify common characteristics and attributes among a large pool of potential customers.

12、The criteria used to define the ICP are generally broader and aim to cast a wider net to attract a large number of prospective customers.ABM focuses on specific high-value accounts or companies rather than individual leads.The ICP identifies key decision-makers within those accounts and tailors mark

13、eting efforts to engage and convert them into customers.It often incorporates firmographic data,industry,company size,and other criteria that align with the characteristics of ideal customers at the company level.According to,in a typical firm(100-500 employees),an average of 7 people are involved i

14、n most buying decisions.With ABM,each decision-maker receives customized outreach that addresses their specific needs,pain points,and work responsibilities.GartnerTL:DR Lead gen starts with HOW.ABM starts with WHO.The focus is on the customer,not the tactic.Adam RootSVP,MarketingAcme Inc.Terminus So

15、ftware,Inc./Pg.06The TacticsLead generation usually involves broad targeting and a short-term focus.Primarily marketings responsibility,it uses tactics that are broadly distributed,such as webinars,whitepapers,email marketing,and digital advertising.While lead generation can involve some personaliza

16、tion,it often uses more standardized content created to capture a larger volume of leads.Any leads generated likely need further qualification and nurturing from the sales team.ABM is more targeted and focuses on the long term.It uses data to proactively qualify and build relationships with multiple

17、 individuals in highly targeted companies.The process is highly personalized.Working relationships are nurtured through custom content and campaigns for individual purchase decision-makers,addressing their unique needs and pain points.ABM often involves direct outreach,such as sending personalized g

18、ifts or organizing exclusive events for target accounts.Because of the one-to-one approach,account-based strategy requires alignment between the sales and marketing teams so that every strategy is highly tailored,integrated,and efficient.TL:DR Lead gen is a scattershot short-term marketingtactic.Acc

19、ount-based strategy is long-term engagement driven by data-driven personalized touchpoints.Susan CarverPresidentBiolabs Hello Bio Labs,Lets Chat Terminus Software,Inc./Pg.07The GoalLead generation aims to identify the largest pool of marketing qualified leads(MQL)possible.It emphasizes quantity and

20、measures success by the number of leads generated,often focusing on metrics like conversion rates,click-through rates,and lead volume.In contrast,ABM generates self-qualified accounts.These prospects have engaged with to personalized outreach and identified themselves as potential customers.Account-

21、based strategy typically measures success based on the quality and depth of engagement with a select number of target accounts.Key metrics may include deal size,win rate,and customer lifetime value.ABM can also go beyond the sales cycle and help increase retention and brand loyalty.ABM and lead gene

22、ration cater to different audiences,channels,strategies,tactics,and goals.ABM focuses on a select few high-value accounts with highly personalized tactics,while leadgeneration aims to capture a larger volume of leads from abroader audience.We believe that while lead generation can complement a large

23、rstrategy,an account-based strategy is a far superior way to build astrong brand,sustainable customer base,and profitable returns.TL:DR Lead gen focuses on short-term vanity metrics.Account-based strategy focuses on long-term business-driven quality metrics.Terminus Software,Inc./Pg.08Considerations

24、 for SuccessWe know that moving from lead generation to ABM can be a significant change for any company.It requires a top-down evolutioninvolving your companys existing processes,culture,resources,andthe nature of your target market.However,making the shift with a thoughtful and strategic approach i

25、s possible.Here are some detailsthat are critical to a successful transition.Terminus Software,Inc./Pg.09Executive Buy-In and Cultural ChangeSales and Marketing AlignmentABM and lead generation cater to different audiences,channels,strategies,tactics,and goals.ABM focuses on a select few high-value

26、accounts with highly personalized tactics,while lead generation aims tocapture a larger volume of leads from a broader audience.We believe that while lead generation can complement a larger strategy,an account-based strategy is a far superior way to build a strong brand,sustainable customer base,and

27、 profitable returns.Data and TechnologyABM relies heavily on data and technology to identify,segment,and engage with target accounts.You may need to invest in or upgradeyour data management and marketing technology,like Terminus,tosupport your account-based strategy initiatives effectively.At the ve

28、ry least,existing customer and lead data must be availablecompany-wide through a strong CRM platform,not just siloed in onedepartment.Your programs success depends on alignment between your sales and marketing teams.It is imperative that there is no friction or barriersimpeding collaboration,underst

29、anding,and accountability.With ABM,there is no warm handoff from MQL to SQL.All accounts are prospects,and everyone in the company is responsible for doing their part tonurture the relationship.Resource AllocationABM typically involves more personalized and resource-intensive marketing efforts.You m

30、ust allocate time,talent,and budget for custom marketing content,account-specific campaigns,and personalized outreach.You will likely need to make adjustments in budgeting and staffing.Considering the initial outlay of resources as an investment for future growth is essential.Terminus Software,Inc./

31、Pg.10Identifying Target AccountsMeasurement and KPIsABM is account-driven.Lead generation does not focus on specificindividuals in target companies.It can be challenging to drill down into a large and diverse customer base to identify your most strategic target accounts.ABM requires a deep understan

32、ding of the buyer personas and accounts with the most potential for significant revenue growth.Because the goals differ,ABMs key performance indicators(KPIs)and metrics differ from lead generation.You will need to adapt and align sales and marketing metrics to analyze results accurately.Goals and Ob

33、jectivesOne of the most common pitfalls you can fall into when converting to ABM is a misalignment between goals and strategy.A companys primary goal to increase revenue by filling the sales pipeline is not an account-based strategy goal.The primary goal of ABM is to penetrate and expand within a fe

34、w strategic accounts,leading to larger deal sizes,increased customer lifetime value,and deeper customer relationships.Terminus Software,Inc./Pg.11Overcoming ObjectionsWhile shifting from lead generation to ABM can present challenges,it is feasible with careful planning,commitment,and the right resou

35、rces.Thoroughly assess the organizations readiness and needs and develop awell-defined strategy and roadmap for implementing ABM successfully.Evaluating that readiness will likely mean overcoming objections from internal stakeholders.Lets talk about how to address some of the most common objections.

36、Terminus Software,Inc./Pg.12You may be asking yourself,if ABM is so great,why isnt every companyadopting it?Well,it is taking over the B2B world.In fact,global ABM revenue is expected to reach.Here at Terminus,wesaw a in B2B companies implementing account-basedstrategies starting in 2020,and the tre

37、nd continues today.$1.6 billion by 2027marked increaseBusiness WireT https:/ some companies,this question must be answered at the C-suite level before ever getting started with an account-based strategy.Change is never easy.Leaders will have concerns and questions.Here are some of the most common ob

38、jections and tips for addressing them.TL:DR The first step in any transition is overcomingobjections and winning buy-in from the C-suite.Understanding the TimelineAccording to G2 reviewers,Terminus Usersexperience the fastest time to valueThe most common hurdle to overcome is convincing leaders that

39、 a long-term sales focus is a better strategy than a short-term one.While leaders may appreciate the need for long-range strategic planning,they often fail to grasp how prospect relationship building and customer retention play an integral part.Often leaders are more interested in measuring how many

40、 leads the sales team adds to the pipeline every quarter.They dont understand that the real ROI comes from the number of accounts that are actually converted or retained over time.“Over time”is the operative phrase here.With an account-based strategy,your leaders must recognize they may not see meas

41、urable ROI for more than six months or longer.Managing leadership expectations about when account-based strategies will start to achieve measurable results is crucial,especially for longer sales cycles.The power of ABM is in the multiple personalized touchpoints among a group of prospectswithin an a

42、ccount.These interactions build on each other,creating a strong working relationship that nets far more value than the initial sale.Terminus Software,Inc./Pg.13Changing the Status QuoYou know that saying about the most dangerous phrase in the Englishlanguage is“Weve always done it this way?”It appli

43、es here.Sometimes the opposition to an account-based strategy lies in the fact that leaders are entrenched in their current siloes and processes and see no need to change them.They may see the transition to ABM as an unnecessary restructuring of their entire organization,more disruptive than anythin

44、g else.Its critical to ensure your leaders understand the opportunity and enhancement that comes from aligning every business unit through ABM,especially your sales and marketing teams.By morphing your company into a single function,the adversarial relationship between team silos is slowly replaced

45、by a cycle of collaboration and continuous improvement.There are fewer communication breakdowns,misalignment of goals,unsuccessful marketing and sales strategies,and infighting about accountability.Everyone in the company is working towards the same goals.Terminus Software,Inc./Pg.14TL:DR Paint the

46、picture of increased revenue and profits and decreased inefficiency for any leader,and theyll understand the value of changing the status quo.Making the InvestmentHeres some data to put in front of yourleadership teamAside from the investment in time,leaders often assume that a newaccount-based stra

47、tegy is a significant investment in resources andbudget.But that is not necessarily the case.Sometimes,its a matter ofreallocating existing resources.For example,instead of spending$100k on a television ad campaign tobuild brand awareness,that money is spent on an ABM platform to helpyou target and

48、reach specific accounts with personalized messaging andoutreach.The investment in ABM may not be significantly different from your current lead generation strategies.Youre spending your budget and resources more wisely.53%1%of marketers spend half or more of their budget on lead generation efforts.B

49、ut less than of those leads will turn intocustomers.Also,the value of ABM is far more than lead generation.Most programs net measurable improvements across accounts,sales,and organizational objectives.These improvements include active lead engagement,average deal size,win rate,pipeline growth,revenu

50、e growth,and marketing spend ROI.Terminus Software,Inc./Pg.15TL:DR ABM is a more thoughtful and efficient strategy for building long-term revenue.53%=1%Standard Lead Generation EffortsBudgetCustomersstartupbonsaiT https:/ the RiskShifting from a lead generation to an account-based strategy can be a

51、significant change for any company.However,our shows thattransitioning to ABM is worth the risk.New ABM strategies make up about 18%to 20%of the companys overall revenue.As programs mature,ABM often becomes the primarysource of revenue,as much as 73%.research Terminus Software,Inc./Pg.16TL:DR Transi

52、tioning to ABM is worth the riskT https:/ Software,Inc./Pg.17Internal Alignment and Education Terminus Software,Inc./Pg.18Once you have buy-in from the C-suite,the next step is to educate all relevant internal teams and get them on board with the new normal.Change management can be a substantial eff

53、ort but is very necessaryfor success.MarketingThe marketing team becomes responsible for gathering account data andinsights,running campaigns to support personalized account outreach,and delivering analytics data regularly.Marketing is accountable for total revenue instead of MQLs or awareness metri

54、cs.To achieve this,your marketers need to be involved deeper in the funnel.SalesSales is responsible for acting on the data the marketing team provides.Every touch is a chance for sales to learn about the account and share it with marketing for better campaigns.Whensales gets involved in prospect di

55、scovery and aligns their messaging with marketing,they build more meaningful customer relationships.Terminus Software,Inc./Pg.19RevOpsThis team is your greatest asset for developing relevant KPIs,reliable forecasting,and predictive pipelines.They can help you setbaseline metrics and compare results.

56、They are also an excellentresource in making the CFO and the rest of the C-Suite comfortable with the new way of measuring results.Before launching an account-based strategy,its important to align all internal teams and the C-suite on key strategies,the timelinefor implementation,and how the company

57、 measures success.Thislast point is the next step in the transition.Customer experience/success(CX)Your CX team is critical for retaining clients through ABM.They mustunderstand the value of customer engagement and relationship building.They play a crucial role in understanding the unique needs,pref

58、erences,and pain points of both your existing customers and potential accounts,allowing your sales and marketing teams to create unique and personalized experiences that appeal to each audience.CX can also strengthen customer relationships by providing exceptional customer support,addressing concern

59、s,and ensuring a positive experience throughout the customer journey and beyond.Other teams,such as Accounting,Finance,IT,and HR,may need training and education to support the ABM implementation.Terminus Software,Inc./Pg.20Leading success indicators include?Number of accounts targeted and the revenu

60、e generated from the?Number of stakeholders within each account engage?Number of individual stakeholder touch points each account has experience?Number of touchpoints resulting in a sal?Last-touch attribution?Multi-touch attributionSet Measurements for SuccessThe traditional lead generation goals of

61、 the number of MQLs and the conversion rate will not measure ABM success.Account-based strategy is measured by pipeline activity.Terminus Software,Inc./Pg.21Lagging success indicators include?Customer retention rat?Reduced sales cycle tim?Reduced customer acquisition cost?Improved close rat?Increase

62、d average account valueAbove all,a targeted account-based strategy drives pipeline revenue,the total value of potential sales opportunities in your pipeline at a given time.It represents the sum of the expected revenue from all accounts currently being pursued through ABM.This KPI is critical to mak

63、ing decisions about resource allocation,forecasting,and setting sales targets.And its a perfect representation of how powerful ABM can be.When every prospect in a sales funnel is self-qualified,you have a higher probability of conversion,and pipeline revenue increases.TL:DR Transitioning to ABM is w

64、orth the risk Terminus Software,Inc./Pg.22Account and Channel AuditBefore embarking on a new strategy,take the time to do a deep diveinto your existing customer accounts and marketing channels.Analyzewhat marketing campaigns and strategies are working best and checkfor marketing messaging cohesion.T

65、hese insights help you create targeted strategies for new accounts moving forward.Terminus Software,Inc./Pg.23Channel AuditWhen sales and marketing teams are not aligned,there is often a disconnect in messaging across channels,and you waste your budget on channels that dont work for your target audi

66、ence.Assess what channels are getting the best results.Look into possible new channels.Make sure the channels you are using can support integrated and personalized campaigns.For example,a new and exciting digital ad campaign will fall flat if prospects click through to a website that doesnt enhance

67、the message or offer more information.Build a landing page that takes the prospect further into the story through impactful messaging,valuable information,and strong CTAs.Account AuditThe account audit helps determine which channels you need.Everyaccount will be at a different place in its sales cyc

68、le.The beauty ofABM is that you can deploy it at any stage of the cycle and make an impact.If accounts are new,youll need advertising channels to build awareness and start engagement.If accounts are already engaged orlapsed customers,youll need to leverage owned channels like your website,social med

69、ia,and email.Make your website your most powerful conversion tool through a personalized digital experience like a chat feature.Show accounts timely,relevant messages thatlead each account to engage with you further.By focusing on how ABM can enhance pipeline revenue with high-touch,multi-channel pr

70、ograms,youll discover new initiatives thatsales and marketing can collaborate on.Youll also gain valuableinsights into the content and channels that impact your targetaudience most.Terminus Software,Inc./Pg.23 Terminus Software,Inc./Pg.24Theres no need to boil the ocean.Dip your toes in first.Start

71、small witha select segment of target accounts.Choose a control group of similar accounts to nurture through traditional lead generation.Reallocate the sales and marketing budget set aside for that segment to ABM.Test the strategies over at least six months.Meanwhile,spend that time educating and eva

72、ngelizing ABM to everyone within the company who will listen.At the end of the test,youll have substantial metrics that prove ABM is a viable business strategy.Keep going!During the second year,expand ABM to include customer retention and loyalty efforts.Measure,test,and refine!By the third year,ABM

73、 should be completely embedded in your business model and overall strategic plan.Start SmallTL:DR We suggest a crawl,walk,run ABM strategy.Terminus Software,Inc./Pg.25Even enterprise companies with extensive marketing and sales teams are more efficient and successful with ABM.Take media giant,for ex

74、ample.Before ABM,they were fishing everywhere for lead generation,according to Hannah Kranich,Executive Director of Demand Generation,with variable results.She realized that Dow needed to do more data-driven decision-making and align their account planning and execution more closely.So,they pivoted

75、to ABM.Dow JonesThe strategy tackled four goals:?Targeted acquisition campaigns,both one-to-many and one-to-few.?Robust top,middle,and bottom-of-funnel initiatives.?Increase customer retention.?Expand cross-sell,expansion,and win-back efforts.A Success Story“We had a campaign where for every dollar

76、we spent,we had a$34 return on investment.Around the same time,we also ran an acquisition campaign where we saw upwards of 85%account engagement among companies that never knew us before.”Hannah Kranich,Executive Director,Demand Generation Terminus Software,Inc./Pg.26The comprehensive ABM strategy h

77、elped her team align with sales on campaign planning and execution,leveraging display advertising,email signatures,and global channels.They could deeply segment cohorts of accounts and perform A/B testing to see where they were winning and where they needed to make adjustments.They established score

78、cards for each cohort and compared them against each other,slicing and dicing the data as needed.The campaigns were integrated into CRM so that everyone in the company could review individual account insights.In addition,the company owners received a weekly email updating results,ensuring that every

79、one was examining the same data.Dow Jones strategy showed impressive results in pipeline and revenue.One campaign had a$34 return on investment and a$45 return in pipeline revenue.Another acquisition campaign saw approximately 85%account engagement among companies that never interacted with Dow befo

80、re.Hannah highly recommends an account-based strategic approach for any company,large or small.She said,“I use ABM to establish common goals,objectives,and KPIs upon which marketing,sales,and our executive leadership can agree.This ensures everyone is chasing the same targets and stays aligned as th

81、ey proceed through programs.”TL:DR It was overwhelming to us to be able to see that engagement on our site.I think at this point in the industry,we all need to be super,super customer obsessed.Hannah Kranich,Executive Director of Demand Generation,Dow Jones.Terminus Software,Inc./Pg.27Dow Jones succ

82、essfully implemented ABM partly because Hannah was smart enough to know that she needed an experienced partner to assisther in making the transition.Creating and executing a new ABM programcan be complicated and time-consuming,especially for a large companywith multiple internal stakeholders and tea

83、ms that need to be educated and bought into the process.She knew a good partner would help her avoid mistakes,overcome barriers,and achieve results faster and with less internal upheaval.Terminus was Hannahs choice for an ABM partner,mainly because the platform made the transition easy.Our consultat

84、ive approach set the tone as we worked together to understand their businesses and goals for ABM.Terminus became a resource for best practices,new engagement strategies,and optimization campaigns.The built-in engagement funnels in the platform showed internal stakeholders how simple it is to engage

85、targeted accounts at every stage of their customer journey with the best messaging in the best digital channel for that specific account.Find a Partner Terminus Software,Inc./Pg.28Traditional sales models arent working anymore.Lead generation is an outdated,inefficient,and short-sighted sales strate

86、gy.Account-based marketing has proven to drive long-term business growth through sustained pipeline revenue and customer retention.The time is now to make the transition to ABM.It wont be easy,but the results are always worth it.You need the platform,the experts,and the strategies to get you where y

87、our business needs to be.Theres intense pressure to be more efficientwith every dollar.Terminus has built a leading account-centric platform and a team of experts proven to help companies deliver sustainable growth.Wrapping it UpAre you ready to align your GTM with an account-based strategy?Contact us today,and well show you how.Connect with Terminus