Terminus co-founder explains why ABM is a B2B strategy, not a tool

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30-second summary: Terminus is an award-winning account-based marketing (ABM) platform aimed at helping B2B marketers reach target accounts more efficiently and effectively. The platform, self-described as “all-in-one account-based marketing software” combines first and third-party data to help B2B companies target in-market accounts, manage audiences, and orchestrate marketing campaigns. With ABM, the goal isn’t to obtain more leads, but to be smarter about targeting the right prospects and nurturing those prospects throughout the sales funnel. Terminus developed a TEAM framework that includes five elements—target, engage, activate and measure (TEAM) which looks at ABM as a B2B strategy, not a tool. In 2018, Terminus acquired a company called Brightfunnel, a tool that measures marketing’s impact throughout the sales funnel. Meaningful ABM metrics are focused on business outcomes—improved acquisition, speeding up pipeline velocity, and expansion of existing accounts. Founded in 2014, by Eric Spett, Eric Vass, and Sangram Vajre, Terminus is a key player in the ABM space. Clients include top brands like 3M, WP Engine, Glassdoor, and Dun & Bradstreet. We spoke with Sangram Vajre, one of Terminus’ three co-founders, to learn more about the platform and how an ABM approach is effective at reaching B2B buyers in a cluttered martech environment. Source: Terminus Vajre wrote the book on ABM Prior to co-founding Terminus, Sangram Vajre was the Head of Marketing at Pardot. During his tenure there, Pardot was acquired by ExactTarget in 2012 and, subsequently, ExactTarget was acquired by Salesforce in 2013. Says Vajre, “I’ve written two books on account-based marketing. The first was published in 2016. Then, last year, another of Terminus’ founders, Eric Spett, and myself published our second book, ABM is B2B .” Account-based marketing evolved from earlier technologies including email marketing, and automation tools such as Pardot, Eloqua and Marketo. Then, around 2010, predictive marketing started to take root. “Predictive marketing helped us understand which leads to go after, so that we didn’t have to give every single lead to the sales team,” explained Vajre. “We founded Terminus in 2015 based on the statistic that less than 1% of the leads were turning to customers. We thought there had to be a better way to drive business outcomes than just focusing on leads.” Most companies look at lead generation as the number one way to grow their business without realizing that less than 1% of their leads become customers. Terminus’ core service helps marketers deliver business outcomes …

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Four steps to ABM fueled targeting for B2B marketers

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30-second summary: Account-based marketing (ABM) is a B2B growth strategy that emphasizes targeting high-quality accounts by creating audience segments and maintaining an account-based funnel. Successful implementation of ABM requires that your marketing and sales teams are coordinated and that both teams approach ABM together. There are four accessible steps that companies can take to switch from traditional leads-based marketing to an ABM. These steps include: understanding the importance of high-value accounts, aligning marketing and sales teams, measuring and tracking what’s important, and investing in the right tools. Account-based marketing (ABM) is a B2B growth strategy that emphasizes targeting high-quality accounts over generating large quantities of leads. While an ABM approach may include both leads-based and accounts-based funnels, the emphasis with ABM is not on maintaining a high volume of leads, but on focusing your resources on fewer, more qualified, and higher-value prospects. Companies that are successful at implementing ABM tend …

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ABM approach leads to 9 straight quarters of growth for Phononic

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30-second summary: Phononic is a technology startup that manufactures a solid-state chip used in cooling and heating technology. One of the first challenges Phononic faced with regards to marketing their technology was in proving the commercial viability of their products. To address this challenge, Phononic adopted an ABM approach which is well suited to their target buying groups which are typically comprised of 3-4 people and have long deal cycles. The Terminus ABM platform enabled Phononic to reach the new verticals they wanted to market to even though they had no historical access to relevant contacts in their sales database. When creating campaigns at Phononic, Englebretson developed a methodology that enfranchised sales and other departments in the campaign design process. The ABM approach has been very successful for Phononics. They’ve had nine consecutive quarters of growth, taken 26% of the share in the market over the course of their ABM …

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CMO confession #1: Who cares about MQLs?

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30-second summary: For marketers, setting your sights on opportunities, pipeline and revenue ensures better alignment with your revenue team peers in sales and customer success. That shifts us away from MQLs, which are still the lifeblood of many marketing teams. MQLs typically require a hand raise or website form fill in order to provide enough information to qualify the lead. MQLs keep marketers stuck thinking about leads or contacts, not buying teams. This creates a split between sales and marketing and is a missed opportunity for marketing to surround and engage all the buying team’s members to build REAL pipeline. With an ABM platform measuring account engagement, we get a clearer picture of who’s ready to buy and then can send them the most tightly-honed campaigns to move leads into our pipeline and beat our goals. I was recently asked to participate in a webinar called “True Confessions of a …

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7 enterprise level providers of AI-enabled marketing solutions

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30-second summary: We provide seven examples of enterprise-level providers of AI-enabled marketing solutions as well as case studies for each. Each of these companies are leaders in their respective category, with B2B and B2C organizations each benefiting from their AI-enabled solutions. This list is not inclusive of every enterprise-level provider, but is meant to give mid-to-enterprise-level organizations an sense of the best-in-class tools that exist in the market today, and how organizations are using them to improve their marketing, sales, and customer experience initiatives. As part of our ongoing coverage of artificial intelligence (AI) in marketing, we’ve compiled a list of ten enterprise-level providers of technology solutions that utilize AI in some capacity. This list covers key categories within the martech space including digital asset management, marketing and sales enablement, customer experience/engagement, and account-based marketing. This list is not – by any stretch of the imagination – comprehensive in terms …

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True confessions of a CMO, part 3: Marketing sourced pipeline is bogus

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30-second summary: Too often we self-silo because it’s hard to control and attribute the breadth of potential revenue-generating sources back to each and every activity. But if you want to survive, it’s the job. The ultimate goal for marketing, sales and your entire organization is to achieve predictable revenue growth. Now, with an AI-driven account engagement platform, we have the means to measure our effectiveness, not for attribution credit or as a goal in and of itself, but as a way to optimize our campaigns and budget to maximize predictable outcomes. It’s much easier to predict revenue from a campaign aimed at a small segment of highly targeted accounts than it is from 1,000 leads who filled out your contact us form. Look at account engagement as a critical measurement for your account based segments with respect to timing, specifically how to identify and pursue “in market” accounts. Start with …

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The 6 Best Digital Strategy Companies of 2020

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According to Smart Insights, 49 percent of organizations don’t have a clearly defined digital strategy. Choosing the right digital strategy for your business is essential. Experience helps you sift through what to do differently, what not to do, and where to focus your energy. Having a fresh perspective from an outside eye can make all the difference. What’s more important is choosing a company that can execute that strategy. When you need to choose the best digital strategy company, you may be wondering where to start. Here’s a list of our picks for the best digital strategy companies in the world. 1. Neil Patel Digital — Best For Content Marketing & Digital Strategy I’ve written more than 4,294 blog posts in 10 years. I’ve created millions of words and I’ve used content marketing to build three companies of my own. I used content marketing to generate 195,013 visitors a month …

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Five examples that demonstrate the value of AI for B2B marketers

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30-second summary: The global AI software market is expected to reach nearly $23 billion by 2025, according to data from Statista. AI offers several powerful functionalities within in ABM platforms to facilitate selling. Predictive analytics, which uses historical data, machine learning, and statistical algorithms to predict future outcomes, it’s particularly useful for campaign planning and optimization. CRM tools like HubSpot and Salesforce Einstein have AI features like predictive analytics and machine learning built in. AI can help brands in heavily regulated industries avoid compliance issues when posting to social media via the use of AI. DAM platforms enhanced with AI capabilities help to streamline and automate many aspects of managing distributed content such as images, video, and other media. If it seems like AI is everywhere these days, that’s probably because it is. The global AI software market is expected to reach nearly $23 billion by 2025, according to data …

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How would an SEO agency be built today? Part 2: Current business model(s)

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There are about 36,000 digital marketing agencies worldwide, based on our research on platforms like UpCity, Clutch, and our trials and users. Out of these, about 60% have SEO services integrated into their main activities. New agencies keep appearing, even in the current challenging context — more than 200 were created so far in 2020. With this in mind, our team at SEOmonitor designed a strategic experiment in three parts, starting from the question — How would you build an SEO agency in 2020? In the first part , we’ve explored trends, based on search data, and Gartner’s Hype Cycle to understand what’s transient and what’s here to stay, whether or not accelerated by the pandemic. In this second part, we’re looking at the status quo of SEO agencies and their current business models, introducing another strategic lens to guide our research: Alex Osterwalder’s Business Model Canvas or BMC. A …

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Best Marketing Automation Software

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Disclosure: This content is reader-supported, which means if you click on some of our links that we may earn a commission. Marketing campaigns get more complex by the day. Which… is great news for the consumer experience but a nightmare for you as a marketing manager handling thousands of moving parts (and countless employees) on a daily basis. To put it lightly, there’s a lot going on behind the scenes. Especially complex technical challenges that most consumers and employees will never see or fully understand. But thankfully more and more automation tools are popping up to make your life a bit easier. However, that means choosing the best marketing automation software for your business and team is harder than its ever been. From enterprise-grade solutions to the most affordable options, my team and I have researched, tested, and used just about every software you can imagine. And I can honestly …

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5 leading providers of enterprise marketing automation solutions

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30-second summary: We provide five examples of enterprise-level providers of marketing automation solutions including industry case studies. Each of these companies are leaders in marketing automation, with enterprise businesses (and, in some cases, SMBs) benefiting from their platforms, solutions, and technology. This list is not inclusive of every enterprise-level provider, but is meant to present an overview of best-in-class tools that exist in the market today, including tangible examples of how organizations are using them to improve their marketing, sales, and customer experience initiatives. It’s marketing automation week at ClickZ, and as part of our coverage of this game-changing technology, we’ve compiled a list of the top five enterprise-level solutions based on market share. The global marketing automation software market was $2.4 billion in 2019 and is expected to reach over $6.8 billion by 2026. Social Media Today’s 2019 State of Marketing Automation survey revealed that two-thirds of marketers are …

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