ABM TacticsTech

Dynamic Account-Based Programs, and How to Run Them

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TLDR:

Terminus breaks down each of the steps involved in how they structure their accounts using the TEAM methodology.

Terminus is asked time and time again how they structure their account-based programs. The group of account-based professionals that work at there tell people that it’s all because of the framework they use.

The framework, TEAM, stands for Target, Engage, Activate, and Measure. These steps are based on variables that occur at the account level. At the heart of this methodology is the necessity for marketing and sales to be in alignment—to work as a team in unison. 

The first step of this framework is working from the list of best-fit accounts. This list is then measured against firmographics, industry size, and employee size. At this point, the list is further refined by technographics and ABM maturity level. 

Terminus automates many of these processes, but other companies using the TEAM framework can use spreadsheets and dial it into Salesforce. While automating these processes, Terminus also used high-touch campaigns that moved accounts into separate programs based on engagement. 

Hard to scale, but it’s the people and process that makes it successful, not the technology.

In the next step, Engage, Terminus updates the design, copy, and messaging regularly using a tiered list of general accounts, intensely-engaged accounts, and unengaged accounts. 

For the general tier, nothing is personalized, but value is provided. This stands in contrast to intensely-engaged accounts, which are often moved to 1:1 and extremely personalized. When done manually, this is time-intensive. To address that, it’s usually automated through the Terminus platform.

For the unengaged tier, Terminus figures out new ways to engage them. It might mean lowering cost, or low-end efforts to engage.

In the Activation of sales, Terminus makes previous conversations they’ve had more relevant. This is done by identifying top-engaging accounts and sending SDRs to the top 20 accounts engaging the most. SDRs can look for this by monitoring spikes in activity. Marketing shares the burden of checking for this. 

Terminus keeps everybody in-the-know by having weekly meetings.

For the last step in the framework, Measure, Terminus turns to KPIs ranging from engaged accounts to opportunities created, to closed and won.

Terminus uses scorecards to quantify the effectiveness of TEAM. They use these scorecards to people on and off the team informed, including stakeholders. 

Original article from Terminus on 21 March 2019. 

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The ABM Journal was created because we got tired of sifting through all the noise about ABM and wanted to gather only the very best and useful Account-Based Marketing information in one place. In addition to our own research and insight, we aggregate executive level summaries, insights and takeaways—along with some of the top ebooks and other resources available.

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