Terminus https://terminus.com The Leading Account Based Marketing Platform Thu, 29 Sep 2022 15:58:54 +0000 en-US hourly 1 https://wordpress.org/?v=6.0.2 https://terminus.com/wp-content/uploads/2021/12/favicon-150x150.png Terminus https://terminus.com 32 32 Women in ABM: Corrina Owens on being authentic and not being afraid to be disruptive https://terminus.com/blog/women-in-abm-corrina-owens-on-being-authentic-and-not-being-afraid-to-be-disruptive/ Mon, 26 Sep 2022 18:09:35 +0000 https://terminus.com/?p=26322 Corrina Owens is the Senior ABM Manager at Gong. She is also a B2B marketing enthusiast, an aerial circus artist, [...]

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Corrina Owens is the Senior ABM Manager at Gong. She is also a B2B marketing enthusiast, an aerial circus artist, a Terminus Rock Star, and a beacon of women’s empowerment, both in tech and out in the world. We recently sat down to chat about the importance of being authentic, supporting other women, and not being afraid to be disruptive.

“Empowering other women has always been a focus area of mine. But with the recent turn of events and the way the world is heading, I’m making no apologies that we need more female voices.”

Molly: You recently posted on LinkedIn asking people to fill in the blank on what would be the one thing that they refuse to compromise on in marketing. I’m curious how you would answer that question yourself. 

Corrina: Honestly, I had a lot of synergy around what I noticed was the consensus in the responses: integrity and empathy. Those two things have allowed me to build meaningful relationships and help brands build them, too. It’s really all about being authentic.

Speaking of being authentic, I think all of us have suffered from imposter syndrome at times in our careers. How has that presented itself in your career and how have you overcome it? 

It’s something that doesn’t ever really go away. When you care deeply about your performance, you’re always going to feel like there’s more to give. That’s where my imposter syndrome comes from: my constant drive to do my best work. I think that is something that has really plagued women for generations—the idea that we had to wait around until somebody else saw our value. Today, we know that we have to champion ourselves for different positions and opportunities. It’s why I absolutely love the younger generation… they don’t wait. They’re aware of their inherent value and they make no apologies for it. It’s something that inspires me to press down the gas a little harder in my career.

I’m also interested in how that kind of authenticity has followed you into your position as a leader.

In my career, nobody really championed anything for me. I found opportunities to get myself and my brand out there. That’s part of what I have taken with me in my positions and continue to focus on now: I challenge the conventional wisdom in every role that I step into. Just because things have always been done a certain way, it’s not something that we need to adhere to. I hope that I can encourage other women to do the same; to be disruptive.

I once had a mentor tell me that we, as women, need to end more sentences with periods and fewer with question marks. That’s really stuck with me. Your LinkedIn game is good. Like, really good. You’re fantastic at elevating your lane and using your personal presence to facilitate big conversations in the industry. Was that something that you intended to happen, or was it more organic? 

I didn’t adhere to a specific framework. I’ve always been active on LinkedIn, even pre-pandemic. I saw it as a way to connect and engage in lieu of waiting for the next trade show or webinar. Over time, I’ve made it much more personal and authentic (there’s that word again) to who I am, versus just being a voice for the brands I’ve represented.

Did you have any moments of hesitation when you started to get good traction?

Yes. It was intimidating to start to put my own thoughts out there. And those moments of insecurity would creep in where I would feel really fearful after posting. But what I learned to do was to take a step back and remind myself of who I am and that these moments of fear were small in comparison to some of the things that I’ve experienced in life. Comparing it to life experiences allowed me to really just be myself. And in the end, that’s what helps people stand out. 

I believe that your unique presence is really what ends up making a difference. I don’t focus on the algorithm. If I have something to say, I say it. It’s how I approach my in-person life as well. If I have something of value to add, I add it.

There’s a lot of talk in ABM right now about the alignment of the go-to-market strategy. From your perspective as a female leader, how are you seeing the alignment of sales, marketing and customer service in your business? How does that authenticity show itself in that endeavor?

It sounds so simple, but in reality it’s the opposite. It’s really challenging. One of the things that I always institute when I come into an organization is the charge to align on goals with different business units, particularly within the go-to-market function. I almost always find that the goals are siloed. In fact, they’re often so separate that they’re not even tied to company goals. Each quarter, I seek to reevaluate that. 

You have to make sure that everyone is aligned to business goals and constantly edit your team priorities and ask yourself, “What is this supporting?” If your tactics aren’t supporting the goals you’ve identified, things will be difficult.

I want to talk to you a little bit about balance and intentionality in your life. Especially as women, we don’t always show ourselves enough grace to calibrate what is (and what isn’t) working for us. As someone who is always grateful to have other women in similar life chapters as me, I admire those of us who are candid about our experiences.

I think that we don’t talk enough about burnout. It is something that I am aware of and constantly trying to manage. When I start to see that things are becoming overwhelming, I try to pay attention to the triggers that let me know that I’m vulnerable to burnout. When the fear of failure gets loud, or I start overly critiquing myself, I know that things are out of balance.

What do you find yourself doing to course correct that? 

I create intentional time away from work. I am an aerial circus artist and that works as a creative outlet that lets me recalibrate and step back into my job at 100%. As a woman in this industry, I try to encourage those around me to be mindful of the signals of burnout that show up in their worlds. I remind them that when those signals show up, it’s okay to make space for yourself and acknowledge that something has to give.

It’s hard to do that and not feel vulnerable. Do you agree?

Women aren’t always great about letting go of guilt and showing ourselves more grace. We need better internal talk tracks. We need to remind one another that we matter and intentional time for self care isn’t a weakness. It’s a strength. 

I think women, especially in our business, struggle because it’s sort of an always-on industry. The same is true for social media. It’s okay to take a break. I think that’s important for us as humans, but especially for women and all that we often have to juggle with society’s expectations.

Like we talked about before, we need to stop waiting for others to tell us that it’s okay to take a break. It’s important to have a culture that supports that. On that note, talk a little bit about mentorship. I assume that’s something that you’re passionate about as it resonates as part of your narrative. 

My background originated in education, so teaching is what I was trained to do. Helping others be their best self is something that gives real meaning to my work. I always seek it out.

How can I be an example or a mentor for someone else on my team? At my company? I’m dialed into that because it was largely absent in my career as I was coming up. There were just not a lot of people like me from a socio-economic and gender perspective. I felt alone on an island and I am grateful that during those times, I didn’t try to be anyone other than myself. That’s what got me to where I am today and where I’ll be tomorrow.

It’s not always easy to own your unique attributes and qualities when you’re not necessarily coming from an empowered place. Helping other people find their lane is so critical.

You’re right. I’ve been very intentional about seeking out mentors in my career, and I had to really go outside of my environment. I had to go outside of my company, outside of my industry. I was deliberate in my needs with my mentors, and that’s where I found that I got the most value. I was direct about where I wanted to go and what I expected out of the relationship.

How has that played out for you at Gong?

It’s something that I deliberately try to facilitate everywhere I go. I’m part of our women’s group here Gong, which is a mentorship program that has provided some of  the most meaningful experiences I’ve had in my career. I also help run our Women In Revenue group at Gong, which is a monthly meet-up that we do with woman in revenue. I’m honored we can amplify and learn from voices like Demetria Elmore, VP of Care at GoDaddy, who will be sharing her story with us in our next meetup on September 30th. We get together and create a safe space to talk about a lot of the things we’ve talked about here: work/life balance, career advancement, finding your voice, and advocating for yourself.

This has all been so fantastic. What has been your north star as you navigate this space? A piece of best advice? A favorite practitioner?

Nilofer Merchants’ book, The Power of Onlyness: Make Your Wild Ideas Mighty Enough to Dent the World, is something that I quote all the time. It’s really empowered me to own the experiences that I’ve had. My life experiences—good and bad—have really shaped how I interact with the world. It reminds me to show up for myself and own my truth. Being yourself in every facet of life is one of the most freeing things that we can do. It’s such a gift and that authenticity is applicable to everything. Remembering that has really stuck with me and it hasn’t served me wrong yet.

You can connect with Corrina on LinkedIn and learn more about Gong’s Women In Revenue event here.

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How Today’s Changing Market Is a Golden Opportunity for Marketers https://terminus.com/blog/how-todays-changing-market-is-a-golden-opportunity-for-marketers/ Thu, 25 Aug 2022 14:07:57 +0000 https://terminus.com/?p=26271 Terminus CMO, Natalie Cunningham, recently gave a keynote address at B2BSMX in Boston. We’ve taken her talking points and spun [...]

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Terminus CMO, Natalie Cunningham, recently gave a keynote address at B2BSMX in Boston. We’ve taken her talking points and spun them up into this blog to talk about how this time of change is a real opportunity for marketers. We hope you’ll continue the conversation with us.

Every marketer is scrambling. We fought our way through a global pandemic for which there was no marketing playbook and we saw a good chunk of our pipeline erased as in-person events were canceled, the virtual market became flooded with content, and we seemed to be up against a new socio-economic crisis each week. 

After two years of turmoil, the game continues to change in 2022 in major ways:

  • In-market buyers and decision makers are harder than ever to reach. They’re working from anywhere, they’re changing jobs at a more rapid and unpredictable pace.
  • Our economy is struggling. We’re staring down a recession and every venture capitalist in the country is asking, “why does marketing spend so much money again?”
  • Budgets are under scrutiny like we haven’t seen in more than a decade. And at the same time, costs (like ads on Google) are skyrocketing across industries.

On top of that, the near exit of third-party cookies is disrupting traditional digital advertising. We are feeling change in the very foundation of everything that B2B marketing and sales have known to be true for the last decade. 

And so we’ve found ourselves here. Marketing and the entire go-to-market function that drives and grows revenue in B2B companies like yours is actually at an inflection point.

 Is This an Opportunity? Heck Yeah. A Golden Opportunity.

Instead of talking about MQLS, web traffic, “top of funnel volume,” and even pipeline creation, we’re now in an environment primed for marketing, sales, and customer experience teams to have real business conversations about revenue impact, efficiency, and predictability. 

“We’ve been talking about marketing as a revenue driver for a long time,” says Terminus CMO Natalie Cunningham. “The rubber is finally meeting the road. In this economy, with changes in buying behavior, channel performance, and budget scrutiny, marketing has no option but to shift their primary KPI from pipeline creation to revenue generation. It’s time to put a padlock on our seats at the revenue table before we get relegated back to the kiddie table with vanity metrics and making things pretty.” 

One of the reasons this is becoming more and more critical is the sunset of the “growth at all costs” model.

  • Marketing teams can no longer hit their numbers by brute force and an inflated media budget generating pipeline that we all know isn’t going to close. 
  • Sales teams can no longer hit their numbers by hiring more reps and waiting for marketing to feed them. Rep efficiency is key. 
  • Customer experience teams must have revenue accountability. Everyone touching a customer relationship, from first impression to advocacy must be focused on and incentivized by long-term customer success and, ultimately lifetime value.

It’s Time to Get Comfortable With Change

The interconnectivity of go-to-market and revenue performance is more critical than ever. How many times have you come up with a beautiful, strategic, perfectly orchestrated demand program only to have it fail because your audience was “anyone with a pulse,” your only differentiators were product features, and your CTA was “buy now?” Right. Far too many times.

“In the last year, I’ve seen more and more teams investing the time and energy into REAL focus, putting the ‘ideal’ in ICP,” says Cunningham. “A truly aligned GTM is absolutely table stakes now. It’s not even an advantage, it’s a requirement. It’s the price of entry in today’s changing market.”


“When I say True GTM Alignment here, what I mean is a full-fledged, top to bottom, C-suite to rep, priority and budget, strategy and activity-level alignment.” Terminus CMO, Natalie Cunningham


Obviously sales and marketing alignment is no new topic, but the addition of the Customer Experience team is key. True GTM alignment means that we’re focusing on those accounts that are not only most likely to close, but are most likely to be successful with us. In the SaaS universe, that means pulling product teams into your GTM alignment mix, too. 

Keeping a finger on the pulse of the external market conditions and understanding the entire customer journey is an all-in effort. Leaders must also be able to look internally within the organization, understanding and influencing the customer experience, and in turn the product roadmap. It’s all of us. The GTM team must be “rowing in the same direction” at all times.

Now Is the Time for ABM to Join the Party

“Demand generation programs have a place. People are still going to come to your website. They’re still going to find you on Google. Yes, do those things. Optimize your site. Drive SEO value. Create valuable content,” cautions Cunningham. “What I’m suggesting—in today’s world—is that it’s time to call that the bare minimum and shift our budgets, resources, and strategic focus to ABM.”

The new mandate in B2B is revenue impact, efficiency and predictability. It’s time for marketers to focus on leaning into their ICP, creating deeply focused alignment across the go-to-market team and commit to an account-centric approach to driving and maintaining revenue.


To read more from Natalie and her thoughts on the state of B2B marketing and GTM alignment, we’ve listed some resources below:

Natalie’s LinkedIn profile can be found here.

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How to Break Out of the Box When Its Comes to Your B2B Marketing Strategy https://terminus.com/blog/break-out-b2b-marketing-box/ Thu, 02 Jun 2022 00:30:31 +0000 https://terminus.com/?p=25896 Connected TV and audio ads are taking B2B advertising from “boring” to boosted The high schoolers filed into the assembly [...]

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Connected TV and audio ads are taking B2B advertising from “boring” to boosted

The high schoolers filed into the assembly and as the curtain on the stage opened, a quiet fell over the auditorium. “Today I’d like to talk to you about term life insurance,” said the man in the suit. It was a classic case of “right message, wrong medium.”

If you’re not being thoughtful and strategic about where your message is being shared, you might be setting yourself up for disappointment. It might not be as bad as trying to sell life insurance to a 15 year old, but it might not be much better.

This post is going to walk you through a different approach to B2B marketing and introduce you to some “premium” advertising channels, Connected TV and Audio. Don’t let the word “premium” throw you off, Connected TV and audio ads are highly accessible marketing channels that when activated, can boost your brand awareness and increase your pipeline velocity.

As viewing habits change, so too does the TV landscape. But too many advertisers see CTV advertising as a solution for tomorrow and not today. That’s just plain wrong — it is generating strong results for brands right this second, and anyone not advertising on CTV is missing out.

What is connected TV and audio advertising for B2B?

Today, over 150+ million households are currently available to reach through Connected TV. CTV is considered one of the fastest-growing channels in video advertising and is a great approach that diversifies your arsenals of creative assets and advertising channels. With CTV ads, you can reach customers while they’re watching Hulu or other ad supported streaming platforms, and boost brand awareness and revenue.

It’s not just Connected TV. Nowadays, two out of three people consume more Audio content monthly than any other channel. With Audio ads, you can easily drive search volume by generating interest across non-skippable content.

How to leverage connected TV and audio advertising alongside your ABM strategy

Connected TV and audio ad campaigns are best suited as part of strategies that include awareness and advocacy tactics. For example, always-on campaigns, brand or product awareness, and even retargeting are all ideal plays to include this highly engaging video and audio ad that will increase engagement across all-channels.

Connected TV and Audio advertising are predominantly Brand Awareness channels and the addition of display advertising and backend reporting can help draw a line from uninformed listeners to potential customers.

You can think about CTV and audio advertising as an opportunity to:

  • Easily diversify both your arsenal of creative assets and advertising channels. Advertise at scale. Meaning you can reach customers within your target accounts while they’re watching Hulu or other ad supported streaming platforms.
  • Drive engagement with visually stunning video in the right place and time, especially since this is non-skippable inventory.
  • Maintain brand awareness, educate, or upsell/cross sell. CTV and Audio ads are the perfect complement to traditional display campaigns.

How to get started with connected TV and audio advertising

Connected TV ads run across streamed TV content on platforms like Hulu. CTV is available in both the US and International and providers include Hulu, DirectTV Now, Pluto, Sling, NBC, Fox, Fubo, and more.

Audio ads from Terminus run across audio streaming platforms like Pandora, iHeartMedia, Spotify and more. Audio is available for both US and International audiences (excluding EMEA).

Here are a few ways to get started (and insider’s secret: connected TV is a more affordable approach to TV advertising than what we know to be traditional. Terminus can help you with an iterative approach to get started).

1. Check your existing video and audio assets

Many brands don’t realize they already have the right video and audio assets to run CTV and audio ads. Not an expert? No problem, Terminus has in-house expertise to help you get up and running.

2. Be ready with 15 second and 30 second spots

Connected TV and audio ads typically run for 15 and 30 second durations, and depending on your brand or message, one runtime may drive better performance. Don’t have a 15 second ad? Edit down your 30 second version so you can test each length and determine which is best for you.

3. Follow creative best practices

You can try out different CTAs in your connected TV and audio ads. For example, play around with QR codes or super short vanity URLs that are easy to understand in a TV or audio ad format. CTV ads can use voice overs, so leverage that to quickly and succinctly communicate your key value propositions.

4. Work with Terminus to make this transition easier

Terminus is here to help. In fact, we run Connected TV and audio ads of our own! The CTV and audio landscape can be intimidating and confusing to navigate at first on your own. Terminus is here to ensure you have great placement, content, and support.

Ready to give it a try? If you are a Terminus customer, reach out to your account team today! We want you to experience the revenue-boosting benefits of CTV and Audio firsthand. Not a Terminus customer? Reach out today and help us help you take your B2B marketing from boring to boosted.

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Best Practices for a Cohesive Digital Ad Experience https://terminus.com/blog/best-practices-for-a-cohesive-digital-ad-experience/ Fri, 12 Aug 2022 16:26:46 +0000 https://terminus.com/?p=26249 The life of a digital marketer can take on many looks (depending on the day hour), but one thing that [...]

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The life of a digital marketer can take on many looks (depending on the day hour), but one thing that we can all commiserate over together are the questions that keep us up at night: “Are my messages reaching the right audience? Why aren’t people engaging? How do my ads look out in the marketplace?”

The struggle is real. And the reality of the situation is that you can have the best creative and landing pages ever, but if you’re not hitting the right audiences with the right messaging at the right time, it just doesn’t matter.

Our recent webinar, hosted by Senior Digital Marketing Manager, Riley Gilstrap, talks through how we can make it better and, as a bonus, rest easier at night.

Questions To Ask Yourself: Targeting and Placement

In terms of audience targeting, it’s critical that you’ve done the work of identifying your Ideal Customer Profile (ICP). If you haven’t, you’ll want to go through the process of doing that. Your ads should speak directly to that ICP. You’ll also want to leverage the right data to continue to refine your audience. Using resources like Bombora, engagement spikes and other identified buying signals will help you continue to hit the mark on your audience.

You’ll also need to understand what stage the relationship between your brand and your audience is in. Are you trying to build brand awareness? Build pipeline? Drive expansion? The answers to these questions will help drive your creative and make it impactful. “It’s important to understand that the manner in which you speak to your prospects and customers SHOULD change based on their stage,” says Gilstrap.

When thinking through ad networks and where your creative will live, it’s important that your platform can serve up different types of campaigns. You’ll want to be confident that you’re able to leverage display ads, retargeting capabilities, global customization, LinkedIn advertising and more. Can your reach only business IPs? Residential? What about strategies around premium ad placements?

Best Practices: Messaging and Creative

Once you’re clear on the persona(s) that you’ll be targeting, it’s time to come to the table with messaging that speaks to the individual. “Jargon” is generally considered a no-go when you’re talking to broad audiences, but when you’re targeting a more refined audience, using more granular messaging can be a big win. It needs to be clear cut and have a solid next step for them to take. “Learn more” is too broad. Creating a call to action that is specific will get more clicks. Compelling actions like “Take the Quiz”, “Download Now” and “Sign up today” are all tried and true successes.

Cohesion is the name of the game. Do the creative and messaging of your ad set match the landing page? You don’t want the end user to question whether or not they’ve landed on the appropriate website, so messaging and imagery need to be in lock step throughout the entire campaign. If you miss the mark here, you’ll provide a less than ideal experience for your target audience—and it’s no fun trying to fight your way back from that.

After the Click: To Gate or Not to Gate?

“If your creatives and landing pages aren’t cohesive, it can lead to a confusing and less-than-ideal experience for your audience,” warns Gilstrap. When your audience lands on a gated landing page, it’s important to be thoughtful about what you’re ‘asking for. Do you need all of it? If you have required fields, denote them with a small asterisk. There’s no good that comes from frustrating a potential customer with a refresh to announce missing information. Indicate what you NEED to move them through the process and make the other things bonus if they decide to answer. 

Yes, your gate needs to be a pillar of the webpage, but don’t forget to start the relationship by sharing with the visitor what they are going to receive in turn for giving their data. This “virtual nod” will help them stay excited (and clear) about what they’ve signed up to receive.

If you’re providing an ungated experience for your content, the “choose your own adventure” path for the needs to be elevated in another way. If the landing page is difficult or cluttered, you run the risk of losing them, but you still want them to have resources available to continue their journey to learn more. If someone is on your page and is interested in learning more at their own pace, you’ll want to make it easy and natural for that prospect to take the wheel and guide their own journey through the brand.

Takeaways and Best Practices

  • Take the time to understand who you are targeting, what the messaging is, and set your goals and expectations prior to launching an ad campaign.
  • Work with your advertising platform to pinpoint where you want your ads to live. Think through what networks and placements will perform best for your messaging.
  • Focus on cohesion across messaging, landing pages, and throughout the entire experience.
  • Whether you’re sending your viewer down a gated or ungated path, be thoughtful about what happens after the click.
  • Determine how you’ll measure success and celebrate your wins.

In case you didn’t hear the news last week, Terminus has been recognized as a leader in The Forrester Wave™: B2B Advertising Solutions, Q3 2022 report. Advertising is the lifeblood of any successful marketing program, and Terminus leads the way in helping marketers maximize their spend and drive meaningful revenue impact. If you’re ready to get started, we’d love to show you how.

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How to Scale ABM At Your Own Pace https://terminus.com/blog/scale-abm-at-your-own-pace/ Mon, 01 Aug 2022 21:13:58 +0000 https://terminus.com/?p=26153 As marketers, we all know that B2B marketing is changing at a breakneck speed. If we’re being honest, it’s leaving [...]

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As marketers, we all know that B2B marketing is changing at a breakneck speed. If we’re being honest, it’s leaving many marketing teams scrambling in ways that can feel overwhelming and leaves them ill-equipped to drive opportunities. The last thing we need to do for our teams is to make things harder or less efficient.

One thing that has remained the same is our need to engage target accounts—both across the entire customer lifecycle and in the places where they are consuming messaging. But how you do it matters; and as the industry’s only TRUE ABM platform, we’ve set you up to succeed at scaling your efforts with all of the resources that you could possibly need.

The ability to scale your ABM efforts is more critical than ever. Whether your marketing team is just dipping their toes into the proverbial water for the first time or you’re an ABM ninja ready to take your game up a notch, we’ve got you covered with every resource you could need to surround your ideal customers with multi-channel experiences and drive revenue.

Getting Certified Is Just The Start

We understand that everyone has varying levels of experience with account-based marketing. For this reason, we designed a comprehensive, self-paced training course that focuses on the fundamental principles of an account-based strategy, and tactical, real-life recommendations and examples for running ABM campaigns.

The Account-Based Strategy: Fundamentals certification is a comprehensive, self-paced training course that focuses on the fundamental principles of an account-based marketing strategy, while also delivering tactical, real-life recommendations and examples for executing ABM.

In it, you’ll find five lessons led by seasoned professionals in the ABM industry. Once all lessons have been completed, learners will have the option to earn a certificate and digital badge by passing a timed, multiple choice exam.Best of all? The course is free to all existing Terminus customers and partners with their subscription, and can be accessed directly via Terminus Academy. The course is also free with registration to any non-customers / partners.

Scale Your ABM Program: Crawl, Walk, Run

Once you’re ABM certified and ready to rock and roll, we’ve put together a resource to help you start planning your ABM efforts. Our team of ABM experts brainstormed, tested, and ran 10 different multi-channel campaigns; and our ebook will show you exactly how to execute them for yourself. From beginner to enterprise-level strategic plays, we’re sharing a step-by-step formula for each proven to make your team show real wins.

The crawl campaigns that you’ll find in the ebook consist of simple SDR-run tactics for a small team of ABM practitioners. If you’re looking for long-term plays with a decent ABM team, our walk campaigns will serve you well. And if you’re crushing the ABM with highly strategic goals, we’ll help you create some more complex plays. Our ebook contains something for everyone on the ABM journey.

Other Resources That Will Set You Up To Succeed

We’ve put together an entire roster of resources to help you understand the best ways to scale your ABM program. 

Before you begin planning your first ABM campaign, you’ll need to assemble a core ABM team. Whether you’re ready to crawl, walk or run, we’re here to help arm your team with the right players. We’ve taken the same Crawl, Walk, Run approach we outlined above and did the heavy lifting to help you understand how to best assemble your crew. No matter the size of your team, we’ve laid out how to make big ABM magic happen.

In today’s B2B buying journey, there’s a massive shift in buyer behavior, driven by how buyers educate themselves and make purchasing decisions. Are you looking for new strategies and new tools to deliver consistent, connected experiences to your target accounts and their buying committees? The Identify, Reach and Engage Your Buyers ebook will help you know how to get started.

We know that evaluating ABM platforms can be overwhelming for marketers. As marketers ourselves, we get it. To help get you started, we’ve put together this ABM Buyer’s Guide to help you not only create a killer RFP, but also show what to look for and which questions to ask.

By attacking the evaluation process with clarity and purpose, you’ll be able to separate the contenders from the pretenders and find the best solution for your company’s goals and need.

A recap and reply of our recent ConnectedTV and Audio webinar digs in on how customers like Skai and Nuvolo are using these channels to follow the buyer and target them with precision where they are. With partners like The Trade Desk and Spotify, we’re helping marketers lean into the rise of these dynamic channels as part of their multi-channel marketing strategies.

TL;DR: We’ve Got You Covered

You’ve got this and we’re excited to be along for the ride. Visit our Resource Hub for even more resources, upcoming webinars and other great resources to help you crush your ABM efforts!

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Beyond Traditional Ad Strategies: Reaching Today’s Digital Buyer https://terminus.com/blog/reaching-todays-digital-buyer/ Thu, 30 Jun 2022 15:10:53 +0000 https://terminus.com/?p=26073 “At the end of the day, B2B and B2C buyers are the same people,” says Tenisha Griggs, Terminus Vice President [...]

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“At the end of the day, B2B and B2C buyers are the same people,” says Tenisha Griggs, Terminus Vice President and Head Global Media. “Using Connected TV and Audio to diversify your advertising to target the people who make business decisions will only serve to drive more demand.” 

If you’ve been thinking about adding Connected TV and Audio to your multi-channel marketing mix, you won’t want to miss the replay of a recent webinar with industry experts, rock star customers, partners and the Digital Media Manager team from Terminus.

Watch our Connected TV and Audio webinar

Adding these premium channels to your marketing mix lets you achieve greater scale and wow your pipeline with highly-engaging content. Simply put: there is no bigger way to reach your target audiences. 

Not only does Connected TV give you access to more than 150 million households that are streaming television, but works to deliver your ads across top news, lifestyle and live sports events with targeting and precise frequency. Leveraging our audio options lets you scale your message to over 200 million households with non-skippable content that can increase your search performance by up to 500%. 

Maribel Malit, Spotify’s Research Manager for Insights and Activation, says that three out of four Americans are listening to digital audio for more than 90 minutes per day. And with over 126 million podcasts being produced, one in three Americans spend 50 minutes a day consuming them. “Audio consumption overall is on the rise since the pandemic,” Maribel says. “Digital audio is now being relied on to combat screen fatigue.” And because Spotify listeners trust the advertisers that partner with them, they’ve seen 19% more brand breakthroughs than all other media.

Big wins from Connected TV and audio users

Terminus customer, Skai, has been using Connected TV to test and experiment to get more touch points with consistent messaging. “Our focus is to optimize and target prospects with highlighted personalized ads,” says Lily Rotter, Senior Director of Demand Generation.

Nuvolo, another Terminus Connected TV user, uses this platform to cut through the noise and target buying personas. “We follow the buyer,” says Nuvolo CMO, Ben Person. “What we’re doing is taking intent data and being able to prioritize target accounts and those target personas based on spiking intent.”

Tomas Rodriguez, Director of Emerging Channels with Terminus partner, The Trade Desk, points out that the internet allows everyone to participate and has changed the barrier to entry. “Connected advertising lets marketers focus on decision makers and influencers instead of casting wide nets like Super Bowl ads.” Tomas also points out that incorporating these connected experiences as part of a multi-channel marketing effort lets marketers avoid oversaturating and leverage cost efficiency to their advantage.

Grow your brand equity by humanizing your brand

Misconceptions tied to connected experiences being cost prohibitive and difficult to create can create hesitation for marketers, and while it’s traditionally been a B2C play, it’s actually a really strong B2B strategy. “Audio is an incredible way to develop brand equity,” says Terminus Senior Digital Media Manager, Riley Gilstrap. “It lets you humanize your brand.”

Whether via CTV or audio ads, Terminus customers can diversify their creative assets and advertising channels, reach customers watching and listening to ad-supported streaming platforms, and boost brand awareness and revenue.

Both Tomas and Riley agree that it’s important to get specific about KPIs, be intentional, and remember that it’s an iterative process. If marketers are prepared to pivot and use this data to make more informed decisions, Connected TV and audio can be a big, across-the-board win.

Connected TV ads run across streamed TV content on platforms like Hulu. CTV is available in both the US and International and providers include Hulu, DirectTV Now, Pluto, Sling, NBC, Fox, Fubo, and more. Audio ads from Terminus run across audio streaming platforms like Pandora, iHeartMedia, Spotify and more. Audio is available for both US and International audiences (excluding EMEA).

How do I learn more?

To book and demo and learn more about how connected experiences can make a big impact on your ROI, click here. To learn more about how Terminus is helping marketers do more big things with first-party data, intent and multi-channel experiences, our Resource Hub will help get you started.


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Ready to “Run” With Multi-Channel ABM Plays? Let’s Go. https://terminus.com/blog/run-multi-channel-abm-plays/ Thu, 19 May 2022 12:30:17 +0000 https://terminus.com/?p=25763 Your marketing team is seeing big wins with ABM programs and you’ve had success with multi-channel campaigns. Your revenue teams [...]

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Your marketing team is seeing big wins with ABM programs and you’ve had success with multi-channel campaigns. Your revenue teams have bought into the strategy and you’re moving the ROI needle in big ways. 

As marketers, we’re always asking, “WHAT’S NEXT?” and we’ve got you covered. We’ve brainstormed, tested and executed your two next big moves. 

In this blog post, we’ll break down two complex, multi-channel campaigns that are featured in our Crawl, Walk, Run Multi-Channel ABM Playbook. We’ll show you how to use a new product to expand your relationship to connect with your key accounts and how to create an opportunity within a target account. But if you aren’t ready to run with ABM quite yet, check out our “crawl” and “walk” ideas campaigns that we’ve previously shared.

Campaign Strategy: Expand Into An Existing Key Account With A New Product

When it’s almost time for an account to renew—and you’ve been watching engagement spikes and intent surges—it’s also time to start thinking about expansion into new products. Because you know what’s working (and what’s not) for your key accounts, you’ll want to identify some pain points that you’re seeing and identify how additional products can save the day.

Step one: get the team together

  • Rally your CMS team to understand who the decision makers are and give you a behind-the-curtains look at the history and trajectory of the account.
  • Assign the task of getting fresh research from the company’s website and social media. Get smart about news, job openings and any other potential pain points that you might uncover.
  • You might even have your legal and finance teams start the process of drafting an agreement in the event that your campaign turns this into a velocity situation.
  • Leverage Terminus—along with our G2 and Bombora integrations—to dig into the behavioral data that you have access to. Intent alerts for researching pain points or competitors, coupled with intent-driven ads on multiple channels will get your team ready to roll.
  • Dig into Engagement Spike and Account Insights to help you understand who is looking at the products you’re wanting to upsell and when they’re looking.
  • Activate your content team designers to start telling the story you need: custom content, case studies, testimonials from other upsell product users, and more to reinforce how you’ll be helping with the pain point you’ve identified.

Step two: pull the trigger

  • Launch a digital display campaign promoting the product line you’re trying to upsell and the pain point it solves.
  • Launch email nurtures and chat playbooks that are stage-based and on theme with your display campaigns
  • Launch a LinkedIn Sponsored Content Campaign to your account to ensure you’re hitting them from every angle.

Step three: have the conversation; close the deal

  • After 2-3 weeks of running digital display campaigns, get to work to start the conversation. Whether it’s a CSM reaching out, scheduling a demo with Terminus Chat, sending a handwritten note, or having your executives reach out to theirs, it’s important to continue to warm up and engage as many people on the buying committee.
  • Tip: If you have a customer newsletter, marketing can also suppress this account from the regular newsletter send and develop a well-designed email custom for this account with targeted language about the benefits of the new offering.
  • If you’re still struggling to connect with your point of contact at your target account, try sending a custom swag or experience kit based on what you understand about the organization.

At this point, your entire buying committee should have seen your display campaign, custom content experience, and piece of direct mail solidifying your authority on the pain point.

  • Once you have engaged in active communications with your target account and have reasonable certainty your offering is a viable solution for their pain points, send the new agreement to your internal champion.

Campaign Strategy: Create An Opportunity Within A Target Account

Sometimes you’ve just got to roll up your sleeves and CREATE an opportunity with an account you’re targeting. If you notice a target account spiking on your website, get creative and reach them with a killer direct mail piece or a personalized chatbox. Once they’ve seen what you’ve got, it’s time to spring into action.

Step one: devise a plan

  • Use Terminus to set up an engagement spike alert to let you know when a target account has landed on your website.
  • Leverage your marketing operations team to create a Salesforce report that pulls in Terminus Spike Data, including the account owners and visits in the last 30 days.
  • Get your creative team together to build some fun creative and use it for display ads, email banners, chat pop ups, and more. Put together a custom landing page for the pads to point to. Use consistent creative and be sure to hit on the pain points that you can solve.

Step two: decide what’s next

Option one. Send the account a virtual or mailed item with a personalized note. Then, enroll them in a display ad campaign that’s personalized with relevant imagery, a tagline, and their account name or logo. Make sure your sales team is set up to receive delivery updates so they can begin email/phone outreach shortly after the item is delivered.

Option two. Launch the display ad campaign, but don’t send those accounts a gift yet. Instead, let the ads run for two weeks. You’ll be building brand awareness so that when the (intentionally delayed) item arrives, your prospects are more likely to quickly recognize your brand.

Once the gift or item has been delivered, it’s time to schedule a call with the target account.

If you use Email Experiences, create a Salesforce campaign with all of the accounts that received a gift or item. Set up a rule so that anytime an SDR emails someone within that account, the recipient will see a custom email signature. If your SDRs don’t receive a response within a few days, encourage them to follow up with more content, a phone call, or a handwritten note to help move the account through the pipeline.

For more ABM inspiration, how-tos, case studies, you name it… browse the Terminus Resource Hub for anything and everything ABM. And don’t forget to check out our full Crawl, Walk, Run ebook with more ways to execute campaigns no matter where you and your team are on your ABM journey.

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Customer Rock Star Spotlight: United Airlines Uses Terminus Email to Take Flight with ABM https://terminus.com/blog/customer-rock-star-spotlight-united-airlines/ Thu, 12 May 2022 00:06:17 +0000 https://terminus.com/?p=25737 Terminus Products Used Ad Experiences Data Studio Email Experiences Sales Experiences Measurement Studio Platinum Support United Airlines and ABM United [...]

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Terminus Products Used

Ad ExperiencesData StudioEmail Experiences
Sales ExperiencesMeasurement StudioPlatinum Support

United Airlines and ABM

United for Business is a division of United Airlines that focuses on driving B2B opportunities. They focus on business relationships and how organizations use business travel. That might be in the form of a business travel program where organizations pay up front for discounts or other benefits. 

United for Business uses ABM to target the small to midsize sector. They not only make this sector aware of product offerings and benefits of doing business with United, but also get them in front of their sales team, so they can convert them into opportunities.

Terminus helped United for Business evolve, post COVID 

At the beginning of 2020, United went through a B2B transformation, focused on how they can drive and win new opportunities. As part of that transition, they knew they needed to implement marketing automation and focus on account-based marketing. 

Then, like other organizations, things shifted after COVID. For United, though, the shift was even more dramatic. Airlines were hit hard. Business travel became non-existent. They had to change their strategy. 

They were accustomed to having a ton of opportunities in the funnel. So, they had to change what they were doing, because it was now important to identify companies traveling again. Intent was a big part of that. Coming into the beginning of 2021, United saw that some small to mid-sized businesses were starting to travel again. That’s where they started with their ABM pilot. They focused on specific United hub areas and identified a target list of accounts.

While it was a bare bones strategy of testing and learning, they started to see results. ABM was making a difference. That’s when they implemented Terminus. Terminus helped fill the gaps in better targeting and reaching accounts in ways that they couldn’t previously. Before, United sent a lot of cold emails. Now, they advertise directly to their target accounts. Before they had no sense of interest. Now, they have data that highlights businesses searching for topics related to business travel. And, they filled the time and resource gaps they had.

Now, United better understands the accounts they are targeting and use intent to better prioritize the ones they hand off to their sales team. Intent is extremely important to their industry, especially now because the landscape has changed so much. Today, there are a lot of companies that don’t plan to travel as much for business. So, knowing what companies are interested in traveling is incredibly valuable. It also expands their ability to market their product differently. There are some companies going completely remote but convening their workforce from time to time from all over the country and even the world. They still need an airline partner, and that’s a fit for United’s travel offering.

The Terminus and United Airlines partnership

Terminus’ knowledge of ABM is one reason why United marketers are very comfortable working with our team. They also appreciate how customers get much more than just a platform. United has a dedicated customer success team that works with them and their unique scenarios while understanding what they are trying to achieve. Our support team works with United to generate ideas, while always providing support. We work together to form a true partnership.

The starting point with Terminus: Email Experiences

United started with Email Experiences. They rolled it out to their sales team, and there’s been nothing but great feedback. It has made things a lot easier, as Sales team members no longer have to update the banners themselves or even think about them. It’s all automated.

Sales team members at United have incredibly tough jobs, which include keeping customers up to date. With Email Experiences, they reduce their need to focus on this task and can still relay useful information to their accounts. Being able to build off of Email Experiences and connect it to their overall ABM strategy is a big factor to their ongoing and future success.

Terminus also helps United with their cold emails. They use Email Experiences in their direct outreach to personalize different messages to their targeted accounts.  

They are now implementing the rest of the platform and look forward to expanding their ABM program with Terminus.

ABM and Terminus will help United scale

ABM is going to help United scale by increasing awareness and better targeting the small to midsize sector. These organizations don’t realize they can have a business relationship with United. They assume that’s just for enterprise level or consulting organizations. The reality is that they have product offerings for business of any size. So, to use more targeted marketing efforts, build awareness, and drive leads in a new segment … that’s going to be the future of B2B United.

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Better ABM Strategies Through Collaboration: How Partnering With Terminus Just Got Easier https://terminus.com/blog/partnering-with-terminus-just-got-easier/ Tue, 10 May 2022 13:30:13 +0000 https://terminus.com/?p=25719 Developer Accounts, APIs, and a brand new Partner Marketplace. It’s time to join the Terminus partner ecosystem. Howdy partner! Ok, [...]

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Developer Accounts, APIs, and a brand new Partner Marketplace. It’s time to join the Terminus partner ecosystem.


Howdy partner! Ok, so this might not be the Wild West, but ABM can feel a little lawless without an ecosystem of strong partnerships.

Across the ABM landscape it has become clear that providing customized connections with partners creates an invaluable offering for both the ABM provider and the integrated party. At Terminus, we took a hard look at how we could provide a simpler way to connect with Terminus and curate a valuable data exchange in the making.

Join the Terminus Partner Ecosystem

The Terminus partner ecosystem is open for business. If you’re reading this and want to partner with Terminus, you can connect with us via our new Partner Marketplace.

This Marketplace is a one-stop-shop for all integrations and partner-related information. You can navigate to the Terminus Partner Marketplace for up-to-date information on integrations and how they fit into the Terminus ABM ecosystem. This marketplace connects customers with high-value integrations supported by Terminus and customers can request new integrations and learn more about how they can leverage Terminus alongside the tools they use everyday. 

From specialized CRM integrations to data and analytics, we are committed to providing a full-featured partner ecosystem that benefits customers and partners alike. Prospective partners, current partners, and Terminus customers can gain access to full-scale integrations, critical information, and Terminus contact information all from this high-impact hub.

Create a Customized Data Connection to Terminus

As a partner, you can quickly and easily connect to Terminus and develop solutions that enable your customers to leverage data in their MarTech stack within and outside of Terminus.

This includes Account Attribute and Account Activity APIs which enable customers and partners to enrich Terminus CRM accounts, in Data Studio, with data from third party applications. From here, customers can create highly targeted segments and campaigns. You can also use Terminus APIs to import and export critical data in and out of Terminus that lands wherever you, or any customer desires, with minimal technical experience. 

Whether you are a customer or a partner of Terminus, there are so many unique opportunities to connect your high-impact data. This tooling includes Terminus Platform APIs and Terminus Developer Accounts. With the Terminus APIs you can leverage actionable data across engagement channels and easily transfer data into and out of the Terminus Data Platform. 

With Developer Accounts, third-party Developers can now leverage Terminus APIs, in a Developer-specific instance of Data Studio that is pre-loaded with sample data for testing. You can request and acquire access to Terminus Developer Accounts and leverage data provided by Terminus for testing in a streamlined development experience.

For more information, you can check out our Developer Portal. We are actively expanding our APIs and Developer tooling and are seeking feedback on design and use cases.

Join the Movement

The Terminus partner landscape is designed to meet the integration expectations of both customers and partners alike. Terminus Developer and API enhancements enable partners, and third-party developers, to quickly and easily develop solutions that allow customers to leverage the data in their Martech stack with Terminus. Learn today how you can benefit from robust and trustworthy data that works in sync with MarTech stacks and drives marketing strategy.

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The TL;DR of the Terminus ABM Certification Course https://terminus.com/blog/tldr-abm-certification-course/ Wed, 04 May 2022 14:54:11 +0000 https://terminus.com/?p=25688 “Welcome to your third week at Terminus, Molly! Why don’t you go ahead and take our new Account-Based Strategy: Fundamentals [...]

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“Welcome to your third week at Terminus, Molly! Why don’t you go ahead and take our new Account-Based Strategy: Fundamentals course. You’ll do great.”

Ummmm. OMG. *exhales and sharpens pencil*

Spoiler alert: I took the course, crushed it, and had a good time learning from some of the best in the business. Whether you’re ABM curious—or a total wizard across all of your engagement channels—I’m here to tell you that you’re missing out if you don’t get yourself ABM certified.

As an industry leader in account-based marketing, it only made sense for Terminus to educate the B2B marketing community. And since Terminus isn’t short on subject-matter experts, the wheels started turning on how to put together a killer course that was designed to help you understand how to get started, grow your efforts, or level up in big ways.

Do any of these sound like you?

I’m new to my team and want to understand and evaluate the benefits of ABM.

We’ve got your back. This course will be everything you dreamt of and more. Did you know that 94% of today’s revenue teams have an ABM strategy in place or are planning to implement one? That’s good company.

I’m working hard to be my team’s hero—help me bring a new ABM program to life.

Your executive team might be interested to know that 85% of marketers that are measuring ROI say that ABM outperforms other marketing investments, while 72% have reported an uplift in revenue growth. That’ll put a smile on everyone’s faces.

I’m ready to launch a new ABM program and I’m overwhelmed by how to start.

You’re not alone. And it’s no secret that aligning sales and marketing can be a challenge. But it’s hard to argue that teams with sales and marketing reading from the same playbook see 36% higher retention rates and 38% higher sales win rates. We’ve done the heavy lifting to help you get your ducks (and strategy) in a row.

I want to up my company’s ABM strategy game and watch it continue to grow.

It’s all about connection. We know that B2B marketers need new tools and strategies to deliver connected experiences to target accounts. It’s what we think about all day. We’ll help you identify, reach and engage your ideal accounts—across multiple channels—with the right messaging at the right time.

I’m up and running, but I’m ready to fire on all cylinders and blow my company away.

Whether you want to grow your brand awareness, create more opportunities, accelerate your pipeline, increase customer retention, or expand what you’re currently doing, we’ve broken it down how to put your plans into action.

Not only does this certification course focus on the principles of an account-based strategy, but it also hooks you up with tactical, real-life recommendations and examples for running ABM campaigns wherever you are in your marketing journey. This course has done so much of the heavy lifting for you, that you’ll finish it with marching orders and the outline of a strategy for next steps.

Full disclosure: I am new to the industry and I have never run a real ABM campaign. However, I was sure that this course would be the path of least resistance to get myself up to speed on just what Terminus can do to turn clients into rockstars. And it blew me away.

What you’ll get is five lessons taught by the best there is, a timed multiple-choice test, a certificate of completion and a shiny new badge for your LinkedIn profile. And it’s free! Whether you’re a customer, partner or just somehow who has big B2B strategies on your radar, this course will help you level up.

TL;DR: Take the course. Be an ABM rockstar. Thank us later.

Related resources:

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