The Sales Hacker Podcast
The Sales Hacker Podcast

Episode · 3 months ago

Friday Fundamentals 168: Auseh Brritt

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Friday Fundamentals 168: Auseh Brritt

Everybody, it's Sam Jacobs. Happy Friday, welcome to Friday fundamentals. You're listening to the Sales Haacker podcast, you know Friday fundamentals. It's that short five to ten minute format where we bring you actionable insights to help make a difference in what you do. Today we've got this week's guest back on the show. I'll say bridge. She is the VP of growth marketing at terminus and she's going to talk to us about the framework that you need before you effectively deploy an account based marketing strategy, and it's a really tight framework that they use a terminus to understand and to make sure that they do it in the right way and the execute ABM in a really powerful way. So, before we get there, though, we've got two sponsors that we want to thank on our show. The first is pavilion. Pavilion is the key to getting more out of your career. Our private membership connects you with a network of thousands of like minded peers and resources where you can tap into leadership opportunities, professional development, mentorship and other services made for high growth leaders like you. Make sure you take advantage of the pavilion for teams corporate membership and enroll your entire go to market team and one of our industry leading schools and courses,...

...including marketing school, Sales School, Sales Development School and Revenue Operations School. Learn more at joint PAVILIONCOM are also brought to you by outreach. Outreach triples the productivity of sales teams and empowers them to drive predictable and measurable revenue growth by prioritizing the right activities and scaling customer engagement with intelligent automation. Outreach makes customer facing teams more effective and proves visibility into what really drives results. Now, Assa, welcome back to the show. Thanks Sam. We're excited to have you back and our question for you today is Turnin. This uses this amazing framework to be really, really, really good at account base marketing. So walk us through. What is the framework that you use in order to be excellent at deploying Great Account Base Marketing Strategies? Yeah, we use a framework called team, and team stands for target, engage, activate and measure. So we use this framework ready a BM campaign that we embark on. Be It for you know, new logo acquisition pipeline. Acceleration or customer...

...expansion. So the first part of that framework is target. And what target? It's really about, okay, which accounts are you going after for this particular ABM campaign? And they can take a different a whole lot of different forms. So, say, for for new logo acquisition, it could be, you know, your top tier a accounts that your ae's have kind of selected based on their ICP along with their buyer intent signals, that you want to go after for the quarter. Another one could be a close lost campaign from previous quarters that you had opportunities that, for for certain reasons, you know, went close loss, say they were ready yet or they have a Leato lowmaturity in whatever product that you're selling. You can kind of do that. So there's different attributes that you can use for identifying which segment of your high fit accounts that you want to go after. So that's the first step. Is like, okay, who are you going to target through this campaign?...

The second step is engage, and engaged to me is actually like, I think, the most fun part, because this is where you get the marketing creative juices kind of flowing. Is All right, so now we're going after this certain segment of accounts. How are we going to engage them? Through a multi channel strategy, and you could deploy, you know, all the channels at your disposal, or you may find that you want to only deploy a certain number and that could be just really based on, you know, the profile of the accounts that you're going after. So that some examples that you may want to include our targeted display ads or email signature advertising. You could use website personalization so when those accounts visit your website you have a very specific message that you're serving them that speaks to who they are and why you're targeting them. And you could also layer in some other offline channels like direct mail or do a virtual experience. We've had some good success recently,...

...even though I think some people think, you know, wow, zoom fatigue. Everyone's kind of sick of doing these, like virtual events. They were really popular at the beginning of the pandemic, but we're actually finding that there is still an appetite if they're if it's kind of a fun experiential type of event, that they're also getting some value out of it. So you could also layer that in as part of your engage campaign. Your engage step of the process and then the next step is activate. And activate is okay, now that you have launched all these multi channel tactics and you're starting to see engagement from those target accounts, either they're clicking on your ads, they're visiting your website, they're registering for your events. Is Making sure that your sales team that owns those accounts are having the visibility to get all that data so...

...they know when is the appropriate time for me to reach out to this person and engage them. So you just kind of see the the metrics associated with that. And then the last step is measure. So, folks and marketing, we always want to know how our campaigns are doing. We have to know they're successful or not. So you know what are the Kepis that are important to you? What are the goals that you're trying to do? How are you trying to move the needle with an ATM campaign? And it can differ depending on, like I said, what type the purpose of your campaign is. It's new logo, acquisition, pipeline, acceleration, a summer, retention or expansion, but some of the main ones that we look at at terminus is that account engagement metrics, and that's usually percentage of how many the accounts that you're targeting are actually engaging your brand, your content, your website, your events, whatever tactics are deploying. What percentage are you actually engaging? And then the next one is is some kind of pipeline are you generating...

...from this campaign? Because at the end of the day, like that is very is one of the top priorities of the programs that we run is pipeline generation. So how much pipeline are you generating? And then closed one revenue, how much of that is actually closing? So those are some of the key metrics and then you may have some other metrics associated, like if you're doing a pipeline acceleration, ABM program that you may want to be shortening the sale cycle, like increasing that sales velocity, so that might become a factor. So you may have some additional ones, like I said, depending on the key objectives of particular campaign, but otherwise those other kpis are really the main ones that we focus on. I love it. So recapping its team, which is which is target, engage, activate, metrics or measure? That makes sense? That's right, great, yeah, I think well, terminus as the leader. So we want to Alexa just came on behind me.

She's said he said, sorry, I don't know that. Well, we don't need you to know that. We've got an expert on the line. I say it was great having you on the show. Remind US if folks want to get in touch with you, what's the best way? The best ways and visit me on Linkedin, you know, send me a connection request or we have any questions, you know probably the best way to connect. And reminder that your name is spelled a U S E H and then Britt is your last name, Bur Itt, for folks looking her up on Linkedin. If you have questions for me, you can reach out to me. Sam Jacobs. You can email me Sam at joined Pavilioncom once again. Thanks to pavilion, unlock your professional potential. Take a look at our pavilion for teams, corporate membership and enroll your go to market team in marketing school, Sales School, sales development school and so much more. And thanks to outreach, tripling the productivity of sales teams all over the world and empowering them to drive predictable and measurable Revenue Growth. I'll say thanks so much for being our guest on the show this week. Thanks Sam. It was a lot of fun. It was a lot of fun. You did great. We really enjoyed having you. Everybody else, I'll talk to you next time.

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