There’s a famous quote from advertising legend, John Wanamaker:
“Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
The allocation and attribution of advertising spend are always hot topics for marketers. We all strive to wrap our heads around how much we should spend and whether the amount we’re spending can be attributed to success. The incredible part of account-based marketing is that you can be laser-focused on where your advertising dollars are going, and directly connect this amount with engagement metrics for each account.
Personally, this is one of my favorite parts about my job as a Customer Success Manager at Terminus: getting to hear the stories about how our clients are better managing their targeted advertising with account-based marketing. In Part I of our Terminator series with Avere Systems, we interviewed our client Gretchen Weaver about the importance of account-based marketing.
In this blog post, we’ll dive deeper into how her marketing team evaluates its successful ABM campaigns and measures the results. Here are a few ways the Avere Systems team has seen success by building campaigns to implement different account-based marketing approaches.
Gretchen leverages Terminus to advertise special announcements. Specifically, she chose to communicate a newly formed partnership to their existing customers. By leading individuals to a landing page that provided more information about the recent partnership, she was able to review the continued interest in the product and partner. She was able to then filter these individuals who engaged with this information into a campaign that showed them more tailored messaging and the information they needed in order to move them forward in the sales cycle.
The Avere Systems team also utilizes Terminus to advertise for upcoming webinars; specifically, they target companies from which contacts have recently subscribed to emails or downloaded other content, then engage other individuals within the company (or “account”). The goal is to create a halo effect within the organization to get more people involved and engaged, as Gretchen explains. Here’s one example:
As shown by using Terminus, Avere Systems sets the stage to truly create that halo effect by expanding and now reaching 57 times the number of contacts that existed in her Salesforce for these desired accounts.
Trade shows & events
The Avere Systems team has seen success with running campaigns targeting companies before trade shows or particular events. “We know that companies will have representatives at trade shows or large events, but we don’t necessarily know who they are,” Gretchen explained. “You then begin showing them information about your presence at the event. We had a lot of successes there as well”
“In one instance, we had booth visitors from 29 of the companies we targeted (in Terminus campaigns) which is a fantastic result for us.”
Gretchen has success by running nurturing campaigns. By advertising an offer congruent with the “top of the funnel” stage, she had visibility into what companies were initially engaging with Avere Systems. She then strategically funneled these companies that “reacted” to her initial “top of the funnel” offer into a new campaign that displayed a more “middle of the funnel” offer, which included a whitepaper or a very specific or technical webinar.
“In our test, we had 17% of the respondents that we had initially targeted move forward to the next stage – from ‘top of the funnel’ to what I call ‘middle of the funnel’ in the sales cycle”
Gretchen explains how she was able to see a substantial progression of these accounts, and how her advertising spend has changed over the course of using Terminus.
“The difference between what we’re doing now and what we were doing then, is now we can know results… what I now know is that I’m getting those impressions from the right people, or at least the right companies or accounts, which is way more than I’ve even known before. It narrows it down and it’s worth the slightly higher price to know that I’m not wasting those impressions or views in the wrong places.”
You can check out the full interview here:
You can read Part 1 of our account-based marketing case study with Avere Systems here. Be sure to follow Gretchen and Avere Systems on Twitter, and while you’re at it, follow Terminus too.
The post Terminator Customer of the Month: Why Avere Systems Wanted Account-Based Marketing (Part 2) appeared first on Terminus.