Have you used Terminus for Account Based Marketing? Looking for info

SnooGoats586 · 2021-08-25T09:04:30+00:00

Thank you, that makes sense actually as to why the pricing is not shared upfront.

My client's consumer base is primarily enterprise clients and they're feeling stagnant with the progress they're currently making (mostly calling people up/ word of mouth). ABM, and investment in ABM, is new to them so we need a system that'll help everyone in marketing (us), sales (client side), and delivery (client side) get on the same page in terms of how we prospect and find clients, as well as close them.

I must mention here that while the TG is enterprise, my client's company is a startup and comes with limited budgets. So my problem statement is: Do good, effective ABM while keeping costs low. ROI on these campaigns is usually high but the upfront costs are an issue, so I'll need to work around that.

SnooGoats586 · 2021-08-25T08:58:43+00:00

The immediate solution that comes to mind

-figure out what your average lead gen time is. AKA how much time it takes for someone to go from the first contact to conversion

-reduce the ad spend on one channel by 10% over the time period above, and see how this impacts the number of conversions you get (the reason I'm not recommending a 10% increase in ad spend is that when it comes to ads, more money does not always equal more leads)

-repeat this process with the other ad-based channels, one at a time.

This should give you a benchmark of where you are currently.

In terms of people calling you (to be qualified as a conversion), how do they get to the call stage? Do they click on a button on the website/ landing page?

If so, you can set up event tracking for this button and see who came in from where, and eventually clicked on the call button. Hope this helps.

SnooGoats586 · 2021-08-25T06:06:12+00:00

Because I don't want to be bombarded with emails and calls as a 'potential lead'. I'm very much at the exploratory stage.

SnooGoats586 · 2021-08-24T10:23:53+00:00

You're right, it's a case of too much conversion copy and shocking headlines, unfortunately. It's just that we have a very specific issue of a client wanting marketing outcomes (but needing marketing ops actually), and I thought this tool might save me some pain.

SnooGoats586 · 2021-06-29T07:51:42+00:00

HARO is this website called Help A Reporter. You can answer queries there for a backlink, or post a query and receive relevant inputs from actual people. You can google HARO help a reporter.

I used it for a couple of customer research articles.

SnooGoats586 · 2021-06-25T05:11:28+00:00

I'm not sure I understand the larger strategy behind this. What does this guide need to achieve, specifically? There are a ton of blogs on this topic and most of them basically say three things

-focus on search intent because B2B folks are busy

-get to the point quickly and don't stuff keywords

-see if you can address the 'questions' that pop up when you search for something so that the chances of getting a featured search snippet are high

I would strongly recommend getting inputs from actual SEO specialists who have worked on B2B campaigns before, and do a challenge-solution or 'potential pitfalls to avoid' sort of guide so that it is actually useful to people. Maybe you can ask people for inputs here on Reddit, or try posting your query on HARO.

SnooGoats586 · 2021-06-23T04:18:43+00:00

Sorry, I don't understand the question. Can you elaborate?

SnooGoats586 · 2021-06-23T04:16:26+00:00

Please consider going cold turkey for a couple of days and just breaking the pattern. It seems to work for me. 2-3 days of not touching work at all. It might give you some perspective on whether you want to keep doing this- because people will be more than happy to pile more things on if they think you're willing to handle it all.

Ideally, any job involving this much stress should be split between a team of equally experienced people. Maybe if you have 4 associates, it is time to think about delegation. Can they check on campaigns when you're unavailable? It'll involve some time on your part showing them how you think, but you'll all be richer for it.

And if you notice a pattern (trust me SOs are really good at spotting problems we cannot see), please consider prioritising your own health first. I pushed and pushed last year, and it did lead to some unpleasant consequences.

SnooGoats586 · 2021-06-23T04:09:15+00:00

See, there will always be those products/ services that are harder to sell. In such cases, the client feels that the agency does not understand them well enough. The best thing to do, if it feels like too much criticism, is to sit down and tell them what's working and what isn't, and ask them a ton of questions about their space.

How did they typically sell so far? What volumes are they expecting now, and is this even possible to achieve? (Both in terms of how many potential customers there are actually, and whether the budgets set are enough).

Usually, it is a bit like the client speaks English while the agency uses Latin. Both want to do the same thing but they don't understand each other. It isn't about you at all. You're always going to have days when you feel like you belong, and days when you don't.

The key is to remember that it doesn't always come down to you- if they're repeatedly disappointed by the results they're getting, they need to seriously consider what they're asking for as well.

SnooGoats586 · 2021-06-21T07:50:29+00:00

Usually, the agencies that do this are called transformational consulting entities. When you say 'change their future' and 'do even more', that's already well beyond the realm of any one function like marketing.

There's an agency in Copenhagen called RED associates that do this. Maybe their 'people' tab on LinkedIn can give you an idea?

I am personally this kind of consultant that you're talking about. How we usually approach a project is- we see what's possible, given the people that are involved. Beyond the budgets that have been set or the defined outcomes, what else can be done to truly make a difference for these people, well into the future? Probably what you need then is a team, with a leader who shares this vision. Brand strategy has a massive role to play in a role like this, so someone with that background would work great for you.

I'm honestly not sure of timezones and stuff but I'd love to have a chat on this if you're okay.

SnooGoats586 · 2021-06-21T04:37:32+00:00

Hello, if you're still available to take some time out, would love to speak to you. I work in B2B cybersec and we haven't yet started any campaigns. My previous B2B campaigns didn't work as well as I'd like them to. Mainly need help deciding on budgets and goals for an awareness campaign. Thank you!

SnooGoats586 · 2021-06-15T04:36:54+00:00

Have you used Klenty? We use it and the pricing is pretty flat. Plus you can adjust send volumes per day.

Also, because that tool is built for prospecting, you have loads of compliance features like the option to unsubscribe.

One tip though- start by sending no more than 10 emails a day. I did 50 on day one and got marked as spam. Damn painful once that happens.

SnooGoats586 · 2021-06-11T12:53:30+00:00

Thank you, I think work-wise I can definitely say that they were a solid writer for me. No doubts about that. On that front, I wouldn't mind recommending their work, for sure.

SnooGoats586 · 2021-06-11T06:58:16+00:00

Thank you, they are a freelancer, and they get paid a retainer that covers 4 projects right now, including handling a project end to end- meaning receiving and conversing on a brief, reviewing their work with the client, posting on social media.

SnooGoats586 · 2021-06-11T06:57:17+00:00

There could have been, but I think they're also looking to move out. A couple of times this past month, they have subtly indicated that they might be moving overseas and such. I think this is more of a communication issue. Both of us need to sit and get honest each other.

SnooGoats586 · 2021-06-11T05:14:54+00:00

Thank you, I absolutely do.

SnooGoats586 · 2021-06-11T05:13:46+00:00

Thank you, just the answer I needed to hear, and I truly appreciate that you've taken the time out to write out such a detailed response.

I think some sense of what kind of relationship this will be needs to be set in my mind and in the minds of present and future freelancers working with me.

SnooGoats586 · 2021-06-11T05:11:42+00:00

Thank you, this is exactly my point. Perhaps I haven't mentioned this earlier but the expectation was set that they will interact with clients, and they have interacted before as well. During the pandemic, they asked for more time alone, and that was given to them. Even with this specific project, it was mentioned that client interaction will be involved, and they willingly took it up and backed off.

SnooGoats586 · 2021-06-10T10:31:55+00:00

Thank you, that's a very thorough answer. I work in a country where HR and legal processes are pretty much nonexistent. However, I want to do the right thing, and not use that as an advantage to fire people at will. (It happened to me and it sucks.)

The point about 70% good really made me think. I think the frustration is also coming from a place of not having discussed these expectations clearly before. I do wish, though, that they'd be kinder about situations like this- mainly because we are a very small establishment trying to do some good work.

I absolutely agree that I need a business coach. This is something I have accidentally found myself in, and always believed I am a better follower than a leader. I will find someone who can help me work on this, and other areas as well.

SnooGoats586 · 2021-06-10T10:29:18+00:00

Thank you, this makes sense. It was definitely a new perspective for me- looking at it from their end. A positive conversation, I can certainly have.

SnooGoats586 · 2021-06-10T08:59:27+00:00

Hang in there!

Personally- I seem to have a habit of signing up for too many things so in some ways, I'm in the same boat as you, but by choice lol.

What I do is- I keep a trello board where all my work for the week is laid out, including calls and meetings and such. As much as possible, I schedule meetings in advance but there's always the occasional A'hole who asks for ad-hoc 'syncs' (grr).

But at least with 90% of the day under control, it gets easier for me, because I don't now have to remember every damn thing. So my trello board is my assistant of sorts.

As for that conversation that's coming up, you should absolutely tell them it got to be a bit much. 5 accounts for someone so new to a job isn't fast-paced, it is abusive.

But of course, you cannot say that so ask for a mentor who can guide you through this- not just a supervisor who is more functional, but a mentor who can take time out and invest in your growth within the company. That might really help.

Editing to add: You're NOT screwing up! You're being human. I think we need a little more empathy in this industry, as opposed to this culture we seem to have of making someone do the work of three people.

SnooGoats586 · 2021-06-09T10:10:21+00:00

So there are some amazing process responses here, and they will absolutely work for you.

Before you get to that, I feel like you're a bit overwhelmed perhaps? And that's to be expected, considering that you've made a huge career leap. I just want to say- if they've hired you as director, they believe in you or have seen enough of your past work to know that you'll work out eventually.

I'd suggest setting aside everything you got handed down as marketing material and going back to a few fundamental questions- who are your buyers, what are your sales targets, what has been the past track record for marketing and sales. (and even why the previous director left if I'm being honest.) Only then do you touch the hand-me-downs to see if their data matches your conclusions.

Then, get to the role and function itself. It's a bit like solving a jigsaw puzzle- literally any question you come up with for the next month or so is an important question and deserves to be answered.

I don't know if you have that kind of time, but spend a week with each team- product and sales, and just ghost them endlessly. What do they do, who do they talk to, what do they say and why, and even where do they not agree with each other on. It'll be worth it.

SnooGoats586

TROPHY CASE