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[PDF] Terminus ABM Framework

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B U Y E R ' S J O U R N E Y Demand Gen Pipeline Velocity Stages Prospect Opportunity Customer Adoption Upsell/Cross-Sell Land & Expand "Always On" Air Cover Goal Leads to Qualified Accounts MQL to Opportunity Opportunity to Customers Customers to Advocates Winning New Business Winning More Business Keeping Top of Mind Strategies • Events/Webinars • Campaigns • Inbound • Outbound • MQL to SQL • SQL to Opportunity • Lost/Dead to Opportunity • New Opportunity to Evaluation • Evaluation to Negotiation/Review • Negotiation to Closed-Won • Workshops & Training • Webinars/Events • Customer Reviews • New Product • Features • Upgrades • Outbound • New Departments • Personalized Messaging • Outbound • Partners • Analysts • Influencers • Investors Recommended Content • Blog Post • eBook • Infographic • Whitepaper • Video Testimonial • Case Studies • Webinar • Video Testimonial • Case Study • "How To" Content • ROI • Competitive Analysis • Implementation Guide • Tutorials • "How To" Resources • Product Webinar • Case Study • ROI • Case Study • ROI • Video Testimonial • Quarterly Reports • Thought Leadership • Newsletters Stakeholders Marketing, CMO, Demand Generation Marketing, Sales, Sales Development Marketing, Sales, Sales Development, CMO, CSO Marketing, Customer Success Marketing, Customer Success, Sales Marketing, Customer Success, Sales CEO, CMO, CSO ABM Success Measure Increase In: MQLs Contact Activities Audience ↑Executive Awareness Number of Appts. Increase In: Opportunities Engagement in Accounts Marketing-Sourced Pipeline Pipeline Velocity Increase In: Closed/Won Deals ↑Engagement in Opportunities Sales Velocity Deal size New logos Increase In: Usage Retention Churn Increase In: New Business Deal Size Revenue per Acct ↑Engagement in Accounts Increase In: New Business Deal Size Current Customer Revenue Engagement in Accounts Increase In: Awareness (more impressions) Engagement (traffic to site) The Account-Based Marketing F R A M E W O R K C U S T O M E R ' S J O U R N E Y

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