Oct 13, 2021

Welcome back to 3-Minute Marketing, where we talk with & explore the minds of some of the world's leading growth marketers & condense their knowledge into snackable micro-segments.

Today, I catch up with Auseh Britt, who's currently VP of Growth Marketing at Terminus. Prior to Terminus, Auseh's had a successful career leading growth initiatives at brands like Bloomberg Industry Group, Business.com & Logi Analytics.

My question for Auseh is, "What should marketers do tactically with intent data to successfully drive pipeline? What are the keys you're seeing success with at Terminus?"

Show Notes:

• Intent data is useful to find right-fit accounts that are in an active buying cycle. You can also glean where those accounts are in the buying cycle so you can tailor your messaging to them.
• Terminus uses both first-party & third-party data signals to glean insights about account intent.
  First-party data = data that your company owns. Examples are website visits & campaign responses (e.g. attended your webinar on a specific topic)
• Third-party data = data found across the web, aggregated by other providers. Terminus uses Bombora to find what keywords & topics their accounts are searching. They also use G2 data to find what categories & competitors their key accounts are researching.
• Terminus segments its account-based marketing (ABM) into prioritized tiers. For their smaller "strategic segment" of their top-tier global & multinational accounts, they one-to-one bespoke campaigns. For the larger SMB segment, Terminus runs more of a "one-to-many" approach.
  If your ABM list is in the 1,000s, you're probably doing it wrong. Focus your ABM on the best fit accounts in your target addressable market.
• Three full time people at Terminus are focused on account-based marketing. One supports the one-to-one "big bet" strategic accounts, the second does more the programmatic "one-to-many" SMB marketing.
• The third ABM marketer on Auseh's team supports customer retention & expansion marketing. This is a huge gap that many companies miss when building their ABM / go-to-market strategy!
• The strategic account marketer works closely with the AEs to provide feedback & guidance on how they're messaging to & marketing to their 20 key accounts.
  For the SMB segment, marketing will provide "air cover" & write an outreach sequence that Terminus's sales teams can utilize, along with the basic building blocks of the positioning & content offer.
• Terminus uses HighSpot to house sales enablement assets like decks that BDRs can access.
• ABM metrics you should evaluate include account engagement (e.g. companies visited the website in the last 30 days), opportunities generated, Closed Won pipeline & deal velocity/win rate of open opps.
• For pipeline acceleration, Terminus hooks up to CRM to automatically switch up ad tactics based on the company's opportunity stage.
• For net new logos, Terminus shoots for 60% engagement rates & a 10% opportunity creation rate.
• Another good target account list to add to the mix is a "win back" list of Closed Lost deals.
• Terminus uses multi-touch attribution to weigh the different touchpoints in the lead-to-sale journey.