Home > Companies > C-Suite On Deck > ABM perfectly complements sales and marketing strategies, says Tim Kopp, CEO at Terminus

ABM perfectly complements sales and marketing strategies, says Tim Kopp, CEO at Terminus

The alignment of ABM with marketing and sales strategies is important simply because ABM flips the traditional approach towards generating leads while helping marketers develop a customized approach for every customer. Tim Kopp, CEO of Terminus, elaborates on the various benefits and functions of ABM in this interview with Media 7. Read on to find out the best way to leverage ABM, target accounts, and generate leads.

ABM empowers marketers to truly understand their customers’ journeys — knowing what they need, providing a solution, and increasing loyalty.

MEDIA 7: With a decade in leadership roles within the marketing landscape, how does this influence your approach towards the B2B and software space?
TIM KOPP: When I first ventured into B2B marketing, it was all about leads — demand generation with a side of product marketing and brand. At the time, I believed that these were three separate disciplines operating independent of each other, but it turns out they’re inextricably linked. Simply put, the magic happens when all three gears are clicking together. Relationships become the underpinning for this, it creates a flywheel between employees, customers, and the market. A powerful movement that others want to be part of.

So how does this impact leadership? As a marketer, I thankfully learned that it wasn’t about being the smartest person in the room. Building relationships is about knowing what questions to ask and leading with "humble confidence." You’re confident in your own capabilities, but you’re also humble enough to know that you don’t know everything. You’re willing to reach out to others, make connections, ask questions and learn from those people. Getting the right people in place to align the best team — and then maintain that alignment — is the hard part.

I think my approach has evolved along with MarTech’s evolution. B2B is now becoming very much like B2B (it’s all Business to Human). ABM allows you to humanize marketing, build relationships while still collecting and using data. We talk about having lots of data, and there’s value in data. Leveraging that data in real-time is now the key.

M7: From being an up-and-coming startup in 2015 to an industry disruptor, Terminus is now recognized as a leader among Customer Data Platforms (CDP) by Forrester, has ranked on the 2021 Inc. 5,000, and more, under your leadership. What were the key aspects of your strategy that drove this growth?
TK: Eighty-eight percent of marketers don’t have confidence in their data. Crazy, right? And, if we don’t trust the data we use to influence our marketing decisions — that’s a huge problem. Terminus CDP solves this issue. With the acquisition of Zylotech and the launch of Terminus CDP, we’re enabling marketers to continuously clean and enrich their account and contact data.

A standalone CDP collects, tracks, and updates data on everyone within target accounts. Our key strategies include evolving our platform to:

Automatically discover new contact and account data to help scale ABM efforts.
Connect powerful engagement channels with the first-party data to execute multi-channel ABM to generate higher ROI and bigger impact.
Generate a trustworthy, unified view into customer insight.
Increase efficiency and accuracy of marketers’ and salespeople’s unified outreach.

Eighty-eight percent of marketers don’t have confidence in their data.

M7: What’s your view on the relationship between ABM and sales? How do you think these departments should integrate?
TK: It’s simple: marketing and sales have to be in alignment for the success of ABM. Alignment matters because ABM flips the traditional approach of generating leads on its head. It doesn’t adhere to the idea that a full sales funnel will create a trickle-down effect leading to high conversion rates. Instead, ABM enables marketers to refine the criteria by which they identify buyers. While marketers might not have the same amount of leads, each lead is targeted and relevant — and thus more likely to convert.

ABM provides the perfect complement to support a range of sales and marketing strategies like account nurturing, personalization, and retargeting. But it requires collaboration to identify the best accounts to target, build buyer profiles, create strategic content, launch campaigns that incorporate ABM, and measure and monitor the data, adjusting as needed. Ideally, companies should champion a partnership between ABM and sales. This collaboration will lead to more accurate account targeting, increased conversions, and long-term, sustainable revenue outcomes.

M7: According to you, what does it mean to be ‘customer-centric’ in the context of ABM?
TK: A multi-channel ABM approach generates deep customer insight for all accounts, which in turn, allows marketers to develop a customized approach for every customer. The questions marketers ask through ABM naturally builds that customer-centric focus by:

Facilitating deeper, richer conversations with customers.
Identifying opportunities within existing accounts.
Increasing account penetration via margin, revenue and wallet share.

ABM empowers marketers to truly understand their customers’ journeys — knowing what they need, providing a solution, and increasing loyalty. The data insights marketers can gather from ABM makes it much easier to focus on the customer.

Read More: Affise’s founder Dimitri Zotov believes that Partner Marketing space will see huge growth in the next few years.

ABM enables marketers to refine the criteria by which they identify buyers.

M7: What should be a company’s key areas of focus when selecting the right accounts to target?
TK: When refining your focus to choose the right accounts for an ABM campaign, you need to first identify your campaign goals. Once the marketing and sales teams agree on the objective, it’s easier to identify those accounts. Target accounts should:

Add credibility to your brand since their logos and testimonials create legitimacy and social proof.
Fit within your ideal customer profile (ICP). The Terminus CDP, for example, has a marketing automation tool that can automatically flag best-fit or right-fit companies. A range of intelligence tools helps you find companies that fit your ICP.
Increase the likelihood of closed-won.
Share commonalities. Examine the highest-value accounts to start, and analyze their data to see what they have in common. Use that analysis to inform your ABM campaigns.

M7: If you had to advise our readers on tackling ABM in the present market landscape, what are some of the top 3 priorities they should focus on?
TK: With new analytics and technologies popping up every day, B2B marketers have a heap of tools to identify buyers. ABM complements a multi-channel marketing strategy, but to use it effectively requires a new approach to target, retain and expand accounts.

Top priorities for ABM marketers include:

Moving quickly to combat the loss of third-party cookies. We’re moving to a first-party world faster than most marketers realize. To fully benefit from ABM, marketers should cultivate first-party, account-based audiences and opt for IP-based display advertising and direct connections with walled gardens.
Taking advantage of ABM platforms’ abilities to serve multiple functions. Marketers can use these platforms to target specific accounts and audiences via multiple channels like email, programmatic display ads, website personalization and more.
Not viewing ABM as an “all or nothing” affair. Demand generation and ABM can — and should — complement each other. Companies should consider integrated solutions incorporating a mix of ABM and marketing automation to interact with prospects and customers.

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 15 consecutive quarters. Visit terminus.com to learn more or connect with us on Twitter and LinkedIn.

More C-Suite on deck

Q&A with Jay Gaines, CMO at Forrester

MEDIA 7 | July 23, 2019

Jay Gaines, CMO at Forrester has over 20 years of experience in organizational design and leadership, marketing strategy and planning, marketing budget and operations management, demand creation, sales and marketing alignment, and digital strategy in a variety of b-to-b industries. In this Q&A, Jay shares insightful thoughts about the audience-centric approach at SiriusDecisions and what marketing means to him. MEDIA 7: How old were you when you had your first paying job? JAY GAINES: I was 10 years old! I delivered newspapers in my neighborhood on my bike five days a week after school. M7: You have been recognized as one of the top 10 CMOs in 2019 by The Silicon Review. What skills have enabled you to become a marketing industry leader? JG: In my time at SiriusDecisions, I’ve had the good fortune to work closely with many amazing CMOs. That work provided me great insight into what makes for a highly effective and successful marketing leader. There are three primary skills that I think have helped me the most; first, to be a business leader and then a marketing leader. This means focusing on, being accountable for, and consistently reporting on marketing’s contribution to the same business goals that the CEO, CFO, board of directors and head of sales care about most. It also means always speaking the language of business, and avoiding marketing jargon when communicating with my colleagues outside of marketing. Second, is just being a good leader for my team by providing structure and clear goals, defending their focus, and promoting a culture of experimentation and rigor. Third, is constantly staying curious. Marketing is evolving so rapidly in terms of strategies, approaches, technologies, and measurement that part of any leader's job must be keeping up what’s new without chasing every new shiny object.

Customize and target content based on the buyer's journey, says Mark Ogne, CMO at MRP

Media 7 | June 27, 2022

Personalization is one of the key aspect of ABM, however it can be challenging when it comes to multi-channel messaging. Mark Ogne, CMO at MRP, sheds light on the transformation in B2B space, personalization in ABM and provides a vision for a substantial ABM strategy.

Q&A with Gil Allouche, Founder & CEO at Metadata.io

Media 7 | October 7, 2021

Gil Allouche, Founder & CEO at Metadata.io, is a software engineer turned data-driven growth marketer. He founded metadata.io to make demand generation easy for non-technical marketers.

Q&A with Jay Gaines, CMO at Forrester

MEDIA 7 | July 23, 2019

Customize and target content based on the buyer's journey, says Mark Ogne, CMO at MRP

Media 7 | June 27, 2022

Q&A with Gil Allouche, Founder & CEO at Metadata.io

Media 7 | October 7, 2021

Gil Allouche, Founder & CEO at Metadata.io, is a software engineer turned data-driven growth marketer. He founded metadata.io to make demand generation easy for non-technical marketers.

ABM Accounts

Collibra Shines with Multiple MarCom Awards for Excellence

Collibra | November 08, 2023

Collibra receives multiple MarCom Awards, including two Platinum and three Gold Awards, recognizing achievements in design, publications, and podcast production. Highlighted among Collibra's successful projects is 'The Data Download' podcast, which is focused on the data community, AI/ML, and data governance education. The MarCom Awards, sponsored by the AMCP, celebrate creative excellence in marketing and communications, emphasizing the importance of creativity and branding in a competitive market. Collibra, a renowned data intelligence company, has recently announced its remarkable success at the MarCom Awards, where it garnered numerous prestigious accolades for marketing and communications. The company's outstanding achievements were acknowledged with two Platinum Awards, three Gold Awards, and one Honorable Mention, spanning categories such as creative design, publications, and podcast production. One of the highlighted endeavors among these accolades was 'The Data Download,' a podcast dedicated to the data community, AI/ML, and data governance education. The MarCom Awards are a prestigious platform that celebrates the exceptional achievements of creative professionals involved in the conception, direction, design, and production of marketing and communications materials and programs. The judges, who are seasoned industry experts, seek out companies and individuals whose talents transcend the conventional standards of excellence and serve as exemplars for the entire industry. Collibra received the following awards: Platinum Awards Collibra Impact Report Category: Creativity - Design | Annual Report / CSR Collibra Impact Report Category: Publications | Annual Report | CSR Gold Awards The Data Download Podcast by Collibra Category: Web Based | Web Element | Podcast Collibra Partner Program Brand Guide Category: Creativity - Design | Identity Suite Collibra Partner Program Brand Guide Category: Creativity - Design | Program Guide Honorable Mention The Data Download Podcast by Collibra Category: Creativity - Design | Identity Suite MarCom stands as one of the most renowned and longstanding creative competitions globally. These awards are sponsored and evaluated by the Association of Marketing and Communication Professionals (AMCP), a leading organization with a 28-year history comprising thousands of creative professionals. Denise Vu Broady, the Chief Marketing Officer for Collibra, remarked that in today's highly competitive market landscape, strong creativity, branding, design, and content have become more important than ever for brand differentiation. She expressed her enthusiasm in observing Collibra's efforts being acknowledged with multiple MarCom honors. She further conveyed her excitement in sharing this recognition with their broader team and extended her gratitude to them for their diligent efforts in earning these awards.

Account Based Data

DemandScience’s End-to-End B2B Demand Generation Products Earn 50 Awards in Winter 2024 G2 Reports

GlobeNewswire | January 10, 2024

DemandScience, a leading B2B demand generation company that accelerates global growth for its clients, today announced that the company’s products earned 50 awards in G2’s Winter 2024 reports. This is the second consecutive quarter DemandScience has won 50 or more G2 awards. Highlights include: four Fastest Implementation awards, three Easiest To Do Business With awards, four Momentum Leader awards, nine Leader and 30 High Performer awards. “Winning 50 G2 awards across our product portfolio underscores DemandScience’s ability to partner with our customers at any point in their demand generation campaign lifecycle to help them exceed their goals and realize a quantifiable ROI – which is vitally important during these times when marketers are expected to do more with less,” said Peter Cannone, Chair and CEO of DemandScience. “We value each and every customer and are especially proud of these G2 awards because they are based on verified reviews from real users of our solutions.” DemandScience’s Winter 2024 G2 awards are both global and regional, including wins in the Americas, EMEA, and APAC. Examples of recent, verified customer reviews of DemandScience on the G2 platform: “The level of knowledge and attention the team provides is exceptional.” “They are very flexible, quick to respond and are thorough from beginning to end. I enjoy having a full program that provides the level of insight and lessons learned once the program wraps up. I’d recommend…” “DemandScience - A win for Lead Gen.” “DemandScience is the best way to get highly qualified MQA (Marketing Qualified Accounts) using content syndication campaigns…” “Klarity by DemandScience is the wind beneath my wings.” “Klarity has been an invaluable and versatile tool for our Growth Marketing team. We have been able to use it in a variety of ways including database building, pulling in specific segments to run campaigns to, and identifying target audiences for us to run in both content syndication and display with DemandScience.” DemandScience’s Content Syndication, ABM Display and B2B Intent Data products won 25 awards: Award Report Easiest To Do Business With Relationship Index for Enterprise Account-Based Web and Content Experiences Easiest To Do Business With Relationship Index for Enterprise Account-Based Advertising Easiest To Do Business With Relationship Index for Mid-Market Buyer Intent Data Providers Fastest Implementation Implementation Index for Mid-Market Account-Based Advertising Momentum Leader Momentum Grid Report for Account-Based Web and Content Experiences Momentum Leader Momentum Grid Report for Account-Based Advertising Momentum Leader Momentum Grid Report for Buyer Intent Data Providers Momentum Leader Momentum Grid Report for Lead Capture Leader Grid Report for Lead Capture Leader Enterprise Grid Report for Lead Capture Leader Small-Business Grid Report for Lead Capture Leader Americas Regional Grid Report for Lead Capture Leader EMEA Regional Grid Report for Lead Capture Leader Europe Regional Grid Report for Lead Capture Leader United Kingdom Regional Grid Report for Lead Capture Leader Enterprise Americas Regional Grid Report for Lead Capture Leader Small-Business Americas Regional Grid Report for Lead Capture High Performer Grid Report for Account-Based Advertising High Performer Grid Report for Buyer Intent Data Providers High Performer Enterprise Grid Report for Buyer Intent Data Providers High Performer Mid-Market Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Buyer Intent Data Providers High Performer Americas Regional Grid Report for Marketing Account Intelligence High Performer Europe Regional Grid Report for Account-Based Advertising High Performer Mid-Market Americas Regional Grid Report for Buyer Intent Data Providers Klarity by DemandScience, the company’s B2B marketing and sales Account Intelligence tool for building, sharing, and prioritizing contact lists has won 25 awards: Award Report Fastest Implementation Implementation Index for Small-Business Lead Intelligence Fastest Implementation Implementation Index for Marketing Account Intelligence Fastest Implementation Implementation Index for Sales Intelligence High Performer Small-Business Grid Report for Marketing Account Intelligence High Performer Small-Business Grid Report for Sales Intelligence High Performer Americas Regional Grid Report for Lead Intelligence High Performer Americas Regional Grid Report for Sales Intelligence High Performer EMEA Regional Grid Report for Lead Intelligence High Performer EMEA Regional Grid Report for Sales Intelligence High Performer Europe Regional Grid Report for Lead Intelligence High Performer Europe Regional Grid Report for Sales Intelligence High Performer United Kingdom Regional Grid Report for Lead Intelligence High Performer United Kingdom Regional Grid Report for Sales Intelligence High Performer Asia Regional Grid Report for Marketing Account Intelligence High Performer India Regional Grid Report for Marketing Account Intelligence High Performer Asia Pacific Regional Grid Report for Marketing Account Intelligence High Performer Mid-Market EMEA Regional Grid Report for Sales Intelligence High Performer Mid-Market Americas Regional Grid Report for Sales Intelligence High Performer Small-Business Americas Regional Grid Report for Lead Intelligence High Performer Small-Business Americas Regional Grid Report for Sales Intelligence High Performer Small-Business EMEA Regional Grid Report for Lead Intelligence High Performer Small-Business EMEA Regional Grid Report for Sales Intelligence High Performer Small-Business Europe Regional Grid Report for Lead Intelligence High Performer Small-Business Europe Regional Grid Report for Sales Intelligence High Performer Small-Business United Kingdom Regional Grid Report for Sales Intelligence “Rankings on G2 reports are based on data provided to us by real software buyers,” explained Sara Rossio, Chief Product Officer at G2. “Potential buyers know they can trust these insights when researching and selecting software because they’re rooted in vetted, verified, and authentic reviews.” G2 is one of the world’s largest and most trusted software marketplaces. For more information on G2 Research Scoring Methodologies, visit here. Learn more about what real users have to say at G2’s DemandScience page and Klarity by DemandScience page. About DemandScience DemandScience is the premier B2B demand generation company accelerating global growth for our clients. The DemandScience intelligence platform empowers B2B organizations to swiftly identify the right accounts and target in-market buyers with precision. By combining groundbreaking technologies, machine learning and data science innovation, the company ensures timely delivery of accurate data, intelligence, and insights, adding value to the end-to-end journey from initial engagement to conversion. Founded in 2012, DemandScience provides 1,500 global customers with superior marketing solutions, B2B data, and leads. With a team of 600+ employees across operations in seven countries, DemandScience is certified as a Great Place To Work, named #5 on Fortune Magazine’s 2022 list of the Best Workplaces in Advertising & Marketing, and one of only 143 companies in history to be named to the Inc. 5000 for 10 consecutive years. For further insights on why DemandScience stands at the forefront of transformative demand generation, visit demandscience.com and connect on LinkedIn, X, Facebook, and Instagram. About G2 G2 is the world's largest and most trusted software marketplace. More than 60 million people annually — including employees at all of the FORTUNE 500 — use G2 to make smarter software decisions based on authentic peer reviews. Thousands of software and services companies of all sizes partner with G2 to build their reputation, manage their software spend, and grow their business – including Salesforce, HubSpot, Zoom, and Adobe. To learn more about where you go for software, visit www.g2.com.

Core ABM

Anteriad’s 177% Surge in SQLs Drives it to the Drum Awards Finals

Anteriad | November 07, 2023

Anteriad, the global B2B marketing solutions provider, proudly announced that its marketing team has been selected as a finalist for the prestigious Drum Award in the B2B: Brand and In-House Team of the Year category. The award recognizes outstanding achievements and impactful results in the B2B marketing landscape. Notable nominees include Salesforce Studio, Economist Impact, and MasterCard Creative Studio. The winner of this esteemed award will be revealed on November 29. Under the leadership of CMO Lynn Tornabene, Anteriad's marketing team has navigated through several acquisitions and a rebrand in 2022, ultimately devising a sophisticated marketing strategy that resonates with the company's B2B capabilities. Leveraging their own intent data and content syndication tools, the team crafted an effective Account-Based Marketing (ABM) strategy, delivering personalized content tailored to individual customer behavior across digital platforms. Additionally, they introduced advanced audience modeling and reporting methodologies. The team's efforts have resulted in a significant upsurge in various key performance indicators (KPIs), including a 40% increase in total leads generated, a 25% rise in engagement through nurture campaigns, and a notable 177% enhancement in Sales Qualified Leads. Notably, the team's agility and successful outcomes were recognized by Anteriad's CEO, Rob Sanchez, who expressed pride in their achievements and highlighted the team's adept use of the company's own products. Anteriad's robust marketing solutions, backed by its Marketing Cloud platform tracking over 500 billion buyer-related signals monthly, have empowered leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI multiples. With a focus on providing high-fidelity B2B buyer data, multichannel execution services, tele-based conversion, and expert advisory, Anteriad remains committed to supporting B2B marketers globally. Anteriad's heavy reliance on digital platforms and personalized content in their marketing strategy may raise concerns about privacy and data security, potentially leading to issues regarding data breaches and unauthorized use of personal information. However, the company's recognition as a finalist for the Drum Award highlights their adept navigation through acquisitions and rebranding, resulting in a sophisticated marketing approach that effectively utilizes its own data and content tools. Its notable achievements, including significant increases in total leads, nurture campaign engagement, and Sales Qualified Leads, showcase their proficiency in implementing advanced audience modeling and reporting, ultimately empowering leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI through the use of Anteriad's robust Marketing Cloud platform. About Anteriad Anteriad is a data-driven and tech-enabled B2B powerhouse, caters to the needs of growth-oriented marketing leaders worldwide. With a focus on precision and scale, the company offers a comprehensive suite of services including high-fidelity B2B buyer data, multi-channel campaign execution, tele-based conversion services, and expert advisory, all backed by its award-winning Anteriad Marketing Cloud platform. Notable clients like IBM, Microsoft, Forbes, SHRM, and Lenovo have leveraged Anteriad's capabilities, benefiting from its global reach and GDPR-compliant data solutions.