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Three ways to dynamically trigger ads based on account behavior

When creating an email nurture program, it’s always important to consider how you can tailor content based on how recipients are engaging with the program — typically by using if/then logic. If they open and click on email A, then they receive email C next week. If they don’t open email A, then they proceed to email B the following week, etc. But with digital advertising, it’s difficult to segment out your message based on where an account is in the buying cycle without creating a lot of manual work.

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Merkle | IMPAQT

Merkle | IMPAQT helps Fortune 1000 marketers gain revenue, brand awareness, and high visibility in Search results through Pay-per-Click advertising and Search Engine Optimization. Our customized client consulting, coupled with powerful analytics tools and methodologies, has catapulted us to the top tier of Search Marketing agencies worldwide – recently being recognized as a “Leader” among Search Marketing agencies by Forrester Research in The Forrester Wave™: US Search Marketing Agencies, Q1 2011 (January 2011). IMPAQT manages millions of keywords for more than 100 brands and has managed more than 500 Search Marketing campaigns since its launch in 1999.

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Buyer Intent Data

The 5 Things to Know About Account-Based Marketing

Article | June 20, 2023

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
Buyer Intent Data

5 Steps for Succeeding in Account-Based Marketing

Article | September 11, 2023

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

Read More
Account Based Analytics

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | August 3, 2022

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

Read More

ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

Read More
Buyer Intent Data

Boosting Marketing Acumen: Top 7 Buyer Intent Data Books for 2023

Article | June 20, 2023

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

Read More
Buyer Intent Data

2023 Buyer Intent Data Trends: What Growing Businesses Need to Know

Article | September 11, 2023

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

Read More
Account Based Analytics

Lost in translation: The problem with inconsistent language in marketing

Article | August 3, 2022

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

Read More

ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

Read More
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Spotlight

Merkle | IMPAQT

Merkle | IMPAQT helps Fortune 1000 marketers gain revenue, brand awareness, and high visibility in Search results through Pay-per-Click advertising and Search Engine Optimization. Our customized client consulting, coupled with powerful analytics tools and methodologies, has catapulted us to the top tier of Search Marketing agencies worldwide – recently being recognized as a “Leader” among Search Marketing agencies by Forrester Research in The Forrester Wave™: US Search Marketing Agencies, Q1 2011 (January 2011). IMPAQT manages millions of keywords for more than 100 brands and has managed more than 500 Search Marketing campaigns since its launch in 1999.

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ABM Accounts

Terminus Chat Experiences Named “Best Online Chat Solution” in 2021 MarTech Breakthrough Awards Program

Terminus | August 16, 2021

Terminus, the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM, today announced that Terminus Chat Experiences has been selected as the winner of the “Best Online Chat Solution” award in the fourth annual MarTech Breakthrough Awards program conducted by MarTech Breakthrough, a leading market intelligence organization that recognizes the top companies, technologies and products in the global marketing, sales and advertising technology industry today. Terminus Chat Experiences is the first and only account-based chat solution native to an ABM platform. Chat Experiences enables users to deploy real-time, account-based conversations at a buyer’s exact moment of interest, all directly within the Terminus platform. With Chat Experiences, users create a seamless experience, connecting target audiences directly to the most appropriate rep, in seconds. Chat Experiences’ powerful playbooks intelligently collect visitor data, trigger sales automation with prospects and customers, and qualify inbound traffic in real-time. Users can build account lists and run orchestrated campaigns from one source of truth. Terminus also offers a unique hybrid playbook solution, allowing customers to construct experiences linearly or visually. This sophisticated approach to configuring a chatbot creates unmatched usability for go-to-market teams and a more relevant and pleasant experience for visitors. “Terminus Chat Experiences is the only conversational marketing solution purpose-built for ABM,” said Justin McDonald, GM of Channel Applications for Terminus. “What marketer doesn’t want to convert more website visitors? Native to Terminus, Chat Experiences creates a flywheel of first-party data and account personalization, which is critical to conversion and closing revenue. It’s an honor to receive this award by MarTech Breakthrough and I consider it a testament to the power of chat as a powerful engagement channel in multi-channel ABM.” The mission of the MarTech Breakthrough Awards is to honor excellence and recognize the innovation, hard work and success in a range of marketing, sales and advertising technology related categories, including marketing automation, market research and customer experience, AdTech, SalesTech, marketing analytics, content and social marketing, mobile marketing and many more. This year’s program attracted more than 2,850 nominations from over 17 different countries throughout the world. “Put simply, native chat is a game-changer for organizations and Terminus Chat Experiences delivers a breakthrough solution that empowers marketers to pursue account-centric revenue growth. The solution is a practical and inexpensive addition to any ABM strategy,” said James Johnson, Managing Director at MarTech Breakthrough. “Terminus Chat transforms any marketing strategy and in such a crowded space, the solution certainly breaks through the noise with this achievement. We are proud to award Terminus Chat Experiences with our highly competitive ‘Best Online Chat Solution’ designation in the 2021 MarTech Breakthrough Awards program.” Terminus Chat Experiences has driven significant ROI for customers including: A 1,600 percent increase in sales conversations just two weeks post-implementation More than 3.7 million target accounts identified A 3X increase in lead volume, and 51 percent faster lead response time A 42 percent increased Sales Accepted Lead (SAL) to close rate More than 80 percent increase in close rate of all Chat-sourced leads In addition to its powerful native features, Chat Experiences is fully integrated with solutions including Outreach, Google Analytics, Salesforce, Hubspot, Marketo, Pardot, Salesloft, and Calendly. About Terminus Terminus is the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel account-based marketing (ABM). The platform, Terminus Engagement Hub, connects the first and third-party data needed to understand both customers and prospects, with the most robust suite of engagement channels—including ads, chat, email, and web—available. Terminus powers multi-channel ABM for thousands of brands globally including DHL, G2, Outreach, and TripActions. Terminus is proud to be a G2 leader in ABM for 13 consecutive quarters. About MarTech Breakthrough Part of Tech Breakthrough, a leading market intelligence and recognition platform for global technology innovation and leadership, the MarTech Breakthrough Awards program is devoted to honoring excellence in marketing, ad and sales technology companies, products and people. The MarTech Breakthrough Awards provide a platform for public recognition around the achievements of breakthrough marketing technology companies and products in categories including marketing automation, AdTech, SalesTech, marketing analytics, CRM, content and social marketing, website, SEM, mobile marketing and more.

Read More

Core ABM

Terminus Delivers Unique Data Set to Fuel Go-to-Market Teams in a Post-Cookie World

Terminus | April 16, 2021

Terminus, the leading go-to-market network, has launched a new data set in response to Google's decision to phase out third-party cookies at the end of 2021. The fusion of Terminus Chat Experiences and Terminus Email Experiences gained from the acquisitions of Sigstr and Ramble is a significant step forward for go-to-market teams preparing for new ways to target without the use of third-party cookies. Terminus offers a one-of-a-kind data set based on household IP addresses obtained from its distinct Chat and Email Experiences product lines. Rather than relying on out-of-date data, such as form fills, Terminus can accurately track target accounts via email opens and identity data through chat, which is constantly updated for accuracy, and quickly track changing or modified IP addresses at a much higher pace than form fills. “The rubber has hit the wall, and businesses are scrambling to work out how to run digital advertisements without cookies. However, Terminus has been playing the long game for the last 18 months,” said Bryan Wade, Terminus' chief product officer. “When we bought Sigstr and Ramble, it was so much more than simply providing our clients with email signatures and chat functionality.” “The data we gather from these products, as well as how we obtain it, is entirely exclusive to Terminus. Customers not only have access to a whole new data set but one that is is reliable and extremely effective for targeting. “Email Service Provider (ESP) level data is rapidly becoming the most valuable data in ABM, and we are at the forefront of the evolution,” Wade said. Without access to email and chat IP data, advertisers are forced to rely on form fill and other historical data sets, which do not allow for changing IP addresses caused by service changes, downtime, or power outages, resulting in wasted ad expenditure. For example, the average person is subject to approximately 4,000 digital advertisements every day. When combined with an estimated CPM of $10, advertisers could be wasting thousands of dollars every day on mistargeted advertising. Mistargeted marketing spend skyrockets for businesses targeting accounts of thousands of employees. About Terminus Terminus, pioneers of the account-based movement, assists Marketing, Sales, and Customer Success through better collaborating to drive a winning go-to-market approach and outstanding customer experiences. Terminus has the best insights, channels, and analytics in a single platform, enabling high-performing go-to-market teams. They are proud to assist over 1,000 customers on this project, including DHL, G2, Outreach, and TripActions. For 11 consecutive quarters, they have been called a G2 Leader.

Read More

Account Management

Terminus Report Shows Rapid Increase in Scope and Investment for Account-Based Strategies

Terminus | October 27, 2020

Terminus, the leading account-based marketing platform, today released its fifth annual State of ABM Report. The 2020 report uncovered that Covid-19 spurred rapid ABM adoption, an increase in scope and investment in existing account-based programs, and that ABM is critical to customer retention and expansion efforts, among other key findings. This year’s State of ABM Report surveyed more than 310 respondents with over 76 percent representing marketing practitioners. The report found a groundswell in early maturity ABM programs, suggesting the effects of COVID have accelerated adoption, and compares new programs to more mature ones.

Read More

ABM Accounts

Terminus Chat Experiences Named “Best Online Chat Solution” in 2021 MarTech Breakthrough Awards Program

Terminus | August 16, 2021

Terminus, the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel ABM, today announced that Terminus Chat Experiences has been selected as the winner of the “Best Online Chat Solution” award in the fourth annual MarTech Breakthrough Awards program conducted by MarTech Breakthrough, a leading market intelligence organization that recognizes the top companies, technologies and products in the global marketing, sales and advertising technology industry today. Terminus Chat Experiences is the first and only account-based chat solution native to an ABM platform. Chat Experiences enables users to deploy real-time, account-based conversations at a buyer’s exact moment of interest, all directly within the Terminus platform. With Chat Experiences, users create a seamless experience, connecting target audiences directly to the most appropriate rep, in seconds. Chat Experiences’ powerful playbooks intelligently collect visitor data, trigger sales automation with prospects and customers, and qualify inbound traffic in real-time. Users can build account lists and run orchestrated campaigns from one source of truth. Terminus also offers a unique hybrid playbook solution, allowing customers to construct experiences linearly or visually. This sophisticated approach to configuring a chatbot creates unmatched usability for go-to-market teams and a more relevant and pleasant experience for visitors. “Terminus Chat Experiences is the only conversational marketing solution purpose-built for ABM,” said Justin McDonald, GM of Channel Applications for Terminus. “What marketer doesn’t want to convert more website visitors? Native to Terminus, Chat Experiences creates a flywheel of first-party data and account personalization, which is critical to conversion and closing revenue. It’s an honor to receive this award by MarTech Breakthrough and I consider it a testament to the power of chat as a powerful engagement channel in multi-channel ABM.” The mission of the MarTech Breakthrough Awards is to honor excellence and recognize the innovation, hard work and success in a range of marketing, sales and advertising technology related categories, including marketing automation, market research and customer experience, AdTech, SalesTech, marketing analytics, content and social marketing, mobile marketing and many more. This year’s program attracted more than 2,850 nominations from over 17 different countries throughout the world. “Put simply, native chat is a game-changer for organizations and Terminus Chat Experiences delivers a breakthrough solution that empowers marketers to pursue account-centric revenue growth. The solution is a practical and inexpensive addition to any ABM strategy,” said James Johnson, Managing Director at MarTech Breakthrough. “Terminus Chat transforms any marketing strategy and in such a crowded space, the solution certainly breaks through the noise with this achievement. We are proud to award Terminus Chat Experiences with our highly competitive ‘Best Online Chat Solution’ designation in the 2021 MarTech Breakthrough Awards program.” Terminus Chat Experiences has driven significant ROI for customers including: A 1,600 percent increase in sales conversations just two weeks post-implementation More than 3.7 million target accounts identified A 3X increase in lead volume, and 51 percent faster lead response time A 42 percent increased Sales Accepted Lead (SAL) to close rate More than 80 percent increase in close rate of all Chat-sourced leads In addition to its powerful native features, Chat Experiences is fully integrated with solutions including Outreach, Google Analytics, Salesforce, Hubspot, Marketo, Pardot, Salesloft, and Calendly. About Terminus Terminus is the only account-based engagement platform built to deliver more pipeline and revenue through multi-channel account-based marketing (ABM). The platform, Terminus Engagement Hub, connects the first and third-party data needed to understand both customers and prospects, with the most robust suite of engagement channels—including ads, chat, email, and web—available. Terminus powers multi-channel ABM for thousands of brands globally including DHL, G2, Outreach, and TripActions. Terminus is proud to be a G2 leader in ABM for 13 consecutive quarters. About MarTech Breakthrough Part of Tech Breakthrough, a leading market intelligence and recognition platform for global technology innovation and leadership, the MarTech Breakthrough Awards program is devoted to honoring excellence in marketing, ad and sales technology companies, products and people. The MarTech Breakthrough Awards provide a platform for public recognition around the achievements of breakthrough marketing technology companies and products in categories including marketing automation, AdTech, SalesTech, marketing analytics, CRM, content and social marketing, website, SEM, mobile marketing and more.

Read More

Core ABM

Terminus Delivers Unique Data Set to Fuel Go-to-Market Teams in a Post-Cookie World

Terminus | April 16, 2021

Terminus, the leading go-to-market network, has launched a new data set in response to Google's decision to phase out third-party cookies at the end of 2021. The fusion of Terminus Chat Experiences and Terminus Email Experiences gained from the acquisitions of Sigstr and Ramble is a significant step forward for go-to-market teams preparing for new ways to target without the use of third-party cookies. Terminus offers a one-of-a-kind data set based on household IP addresses obtained from its distinct Chat and Email Experiences product lines. Rather than relying on out-of-date data, such as form fills, Terminus can accurately track target accounts via email opens and identity data through chat, which is constantly updated for accuracy, and quickly track changing or modified IP addresses at a much higher pace than form fills. “The rubber has hit the wall, and businesses are scrambling to work out how to run digital advertisements without cookies. However, Terminus has been playing the long game for the last 18 months,” said Bryan Wade, Terminus' chief product officer. “When we bought Sigstr and Ramble, it was so much more than simply providing our clients with email signatures and chat functionality.” “The data we gather from these products, as well as how we obtain it, is entirely exclusive to Terminus. Customers not only have access to a whole new data set but one that is is reliable and extremely effective for targeting. “Email Service Provider (ESP) level data is rapidly becoming the most valuable data in ABM, and we are at the forefront of the evolution,” Wade said. Without access to email and chat IP data, advertisers are forced to rely on form fill and other historical data sets, which do not allow for changing IP addresses caused by service changes, downtime, or power outages, resulting in wasted ad expenditure. For example, the average person is subject to approximately 4,000 digital advertisements every day. When combined with an estimated CPM of $10, advertisers could be wasting thousands of dollars every day on mistargeted advertising. Mistargeted marketing spend skyrockets for businesses targeting accounts of thousands of employees. About Terminus Terminus, pioneers of the account-based movement, assists Marketing, Sales, and Customer Success through better collaborating to drive a winning go-to-market approach and outstanding customer experiences. Terminus has the best insights, channels, and analytics in a single platform, enabling high-performing go-to-market teams. They are proud to assist over 1,000 customers on this project, including DHL, G2, Outreach, and TripActions. For 11 consecutive quarters, they have been called a G2 Leader.

Read More

Account Management

Terminus Report Shows Rapid Increase in Scope and Investment for Account-Based Strategies

Terminus | October 27, 2020

Terminus, the leading account-based marketing platform, today released its fifth annual State of ABM Report. The 2020 report uncovered that Covid-19 spurred rapid ABM adoption, an increase in scope and investment in existing account-based programs, and that ABM is critical to customer retention and expansion efforts, among other key findings. This year’s State of ABM Report surveyed more than 310 respondents with over 76 percent representing marketing practitioners. The report found a groundswell in early maturity ABM programs, suggesting the effects of COVID have accelerated adoption, and compares new programs to more mature ones.

Read More

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