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

Media 7 | February 17, 2022

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.
 

Read More: "CMOs must champion the customer," advises Steve O'Neil Director at Agent3


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.

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Terminus, the industry’s only true ABM platform for revenue growth, has announced new promotions to strengthen its go-to-market leadership. The company named Natalie Cunningham as chief marketing officer and Carter Lassy as chief product officer. "I've always been a practitioner, strategist and strong advocate for ABM, so I’ve long been a fan and advocate for the Terminus brand. The company started the ABM revolution, building a product that champions marketers and helps them drive sustainable revenue growth," said Cunningham. "I've always been a practitioner, strategist and strong advocate for ABM, so I’ve long been a fan and advocate for the Terminus brand. The company started the ABM revolution, building a product that champions marketers and helps them drive sustainable revenue growth," said Cunningham. "But recently, that story has been lost in the noise with new players entering the space and shifting the definition of what ABM truly is. I joined Terminus to reclaim that narrative and take back our rightful place as the unequivocal leader in ABM." A versatile SaaS marketing executive, Cunningham brings a strong track record of aligning go-to-market teams to achieve sustainable revenue growth. Before joining Terminus as senior vice president of marketing, Cunningham bolstered her experience at B2B marketing agencies, consulting global Fortune 500 brands on ABM, demand generation, brand, PR and digital. Most recently, she served in executive leadership roles at high-growth SaaS companies, including Boardable and Conga, where she successfully optimized and scaled their marketing engines. "B2B marketing has reached a tipping point,” Cunningham continued. “Changing market conditions, buying behaviors, and data privacy regulations are shaking the go-to-market foundation. By refocusing on revenue impact, efficiency and predictability, marketers have the unique opportunity to shift the conversation away from vanity metrics like lead generation to true business impact of revenue generation. At Terminus, we're equipping our customers with the tools to not only survive but thrive in this market, surrounding their ideal customers with multi-channel experiences fueled by first-party data, best-in-class advertising, and a scalable ABM approach." Joining Cunningham on the leadership team, Lassy was promoted to chief product officer to help transform Terminus’ go-to-market strategy. In his role, Lassy will modernize Terminus’ product lifecycle management, enhance its go-to-market positioning, and invest in future innovation to continue delivering the most comprehensive ABM platform for B2B marketers. Before Terminus, Lassy strengthened his enterprise software experience at Experian, where he led product innovation, strategy, architecture and development. When Experian spun off Cheetah Digital in 2017, Lassy joined as senior vice president of product and chief architect to scale the company’s global product strategy. "As a product-first leader in the MarTech space, I've always appreciated Terminus' commitment to building a platform for the people actually leading the charge—marketers," said Lassy. "When the opportunity arose to help lead the company's go-to-market strategy transformation, I didn't think twice. With marketers feeling pressured to drive revenue outcomes, we're focused on delivering an action-oriented ABM platform that provides distinctive multi-channel experiences rooted in best-in-class data." Today’s announcement marks a significant milestone for Terminus. Cunningham and Lassy’s deep understanding of marketers’ pain points and expertise in bridging the revenue impact gap to drive efficient growth will be pivotal in strengthening the company’s market position. This announcement follows the company’s recognition as a leader in The Forrester New Wave™: Account-Based Marketing Platforms, Q1 2022 report, and The Forrester Wave™: B2B Advertising Solutions, Q3 2022 report. For more information about how Terminus helps marketers drive revenue for sustainable growth, visit Terminus.com. About Terminus Terminus is the industry’s only true account-based marketing (ABM) platform for revenue growth. As the ABM category pioneer, our mission is to empower marketers to drive revenue impact for a sustainable growth advantage. 1000+ customers, including Gainsight, Roche, and Dow Jones, have turned marketing into a growth engine with our industry-leading first-party data, B2B advertising, and multi-channel engagement platform. Terminus is proud to be G2 leader in ABM for 17 consecutive quarters. Visit terminus.com to learn more or connect with us on LinkedIn.

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Qualtrics | January 31, 2023

On January 30, 2023, Qualtrics, the leader inthe experience management category, announced that hundreds of organizations, including The BMW Group, Principal Financial Group®, and Farmers Insurance, selected its CX solutions in the fourth quarter of 2022 in order to create exceptional customer experiences during uncertain times. Bad customer experiences result in direct income loss since a bad contact may result in the loss of consumer loyalty and future spending potential. When companies lose clients due to negative experiences, they risk losing 6.7% of their annual revenue, or $3.1 trillion. Qualtrics is integral to how firms make mission-critical customer and employee choices and drive automated actions to protect their revenue, boost efficiency, and enhance operations. The CX platform from Qualtrics enables enterprises to collect customer feedback through surveys, online reviews, contact center interactions, social media, and more. The following companies chose Qualtrics in the fourth quarter to better understand people's emotions, effort, and purpose to provide more personalized and empathic experiences: The BMW Group is committed to customer-centric innovation and uses Qualtrics to monitor all aspects of its customer feedback. Principal Financial Group® aims to provide all of its clients with a uniform, contemporary digital experience. Freedom Furniture, one of Australia's largest lifestyle retailers, boosted its investment in Qualtrics CustomerXM in the fourth quarter to assist the firm in expanding its product line and profitability. Vera Bradley, a prominent women's lifestyle brand, invested in Qualtrics in the fourth quarter to consolidate more than a dozen sources of client feedback into a single platform. Farmers Insurance has implemented Qualtrics CX Discover across all of its contact centers in order to discover the top sources of friction in its customer service for agents and members. About Qualtrics Qualtrics, the pioneer and developer of the experience management category, is revolutionizing how businesses manage and enhance the four real business experiences: customer, employee, product, and brand. Over 18,750 companies use Qualtrics worldwide to listen, analyze, and act on experience data (X-data™)—the emotions, beliefs, and intentions that tell you why things are occurring and what to do. The platform is a system of activities that assists organizations in attracting customers who stay longer and spend more, engaging workers who create a great culture, developing breakthrough products that people want, and building a brand that people care about.

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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 robus...

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