MARDREAMIN’ SUMMIT 2025
MAY 7-8, 2025 IN ATLANTA - GA
Days
Hours
Minutes
Seconds
View the session live or catch the replay here. You’ll find the recording and all related resources on this page once available.
Our live discussions are happening over in Slack. That’s where you can connect with speakers, join session threads, and chat with other attendees in real time.
Today’s CMO is measured on revenue and that means focusing on top of the funnel acquisition as well as pipeline velocity and customer retention and expansion. Especially in our current environment, creating immersive and personalized experiences throughout the entire customer journey is paramount for healthy revenue growth. This session will talk about the importance of focusing on the entire funnel and share tips and tactics to help create more opportunities, accelerate deal cycles, and maintaining and growing customers.
This session, led by Auseh Britt, VP of Growth Marketing at Terminus, discusses the essential shift from traditional lead-centric marketing to a full-funnel, account-based marketing (ABM) approach. It highlights trends from the 2020 State of ABM Report and details how the Terminus platform integrates with Pardot to enable true full-funnel engagement and measurement.
The ABM Rush: The pandemic accelerated the shift to ABM; the number of companies with no active ABM program dropped from 23% to under 6%.
Full Funnel Focus: Mature ABM programs move away from lead generation as a top KPI, focusing instead on account-based revenue goals across the entire customer lifecycle (acquisition, acceleration, retention, expansion).
Retention is the New Acquisition: The number of companies with a customer expansion program doubled in 2020 to 75%, emphasizing the priority of retaining and growing existing customer value.
Terminus + Pardot: The integration provides a bidirectional data sync, allowing Pardot’s Engagement Studio to trigger based on Terminus segments and Terminus to use Pardot activity for measurement.
Full-funnel marketing is defined by an hourglass shape, acknowledging that activity continues after acquisition. It is executed using the T-E-A-M approach: Target, Engage, Activate, Measure.
Target: Create an account list based on Ideal Customer Profile (ICP) and Intent signals (e.g., strong fit accounts showing intent in the last 30 days).
Engage: Use display ads and web experiences tailored by vertical/persona.
Activate: Send sales alerts showing account intent and engagement.
Measure: Focus on Account Reach, Impressions Served, and spikes in Website Activity.
Ad Tip: Personalization, 1:1 ads for specific enterprises, bold colors, and animation drive the highest engagement rates in display media.
Target: Focus on accounts with a recent engagement spike (high content interaction) or a recent intent surge (showing high interest in relevant keywords).
Engage: Employ a multichannel approach (retargeting, web personalization, chat, email signatures).
Measure: Track view-through conversions, banner ad clicks, and chat engagement levels.
Email Signature Tip: Use display ads embedded in email signatures to push content or events, with control managed by the marketing team (not requiring sales to manually update).
Target: Focus on open opportunities that sales is actively working. Marketing provides “air cover” to shorten the sales cycle.
Engage: Use a mix of channels, including LinkedIn sponsored content, emails, account-based chat, and direct mail (a high-touch option effective in accelerating deals).
Automation: Accounts move from ad campaign to ad campaign automatically based on their Opportunity Stage in Salesforce (e.g., serving different content for negotiation vs. evaluation).
Measure: Track Deal Velocity (shortening the sales cycle) and contact Engagement Factor within the opportunity.
Target: Focus on accounts coming up for renewal or accounts identified as at-risk of churning.
Engage: Deploy all marketing arsenal tactics (digital ads, email drips, direct mail) to retain and expand the customer relationship.
Measure: Track Renewal Rate and Expansion Pipeline. Reducing churn is critical for future budget allocation to new customer acquisition.
The integration (released August 2020) combines Terminus intelligence with Pardot automation capabilities.
Bidirectional Data Sync: Allows Terminus to ingest Pardot activity data for better account intelligence, and allows Pardot to use Terminus segments for targeted advertising.
Launch Full Funnel ABM in Engagement Studio: Pardot’s Engagement Studio can be activated by Terminus segments and intelligence data, enabling trigger-based ABM journeys.
Sales and CS Intelligence: Helps outbound teams prioritize outreach and personalize engagement, focusing on accounts that are the best fit and most engaged.
Lead-to-Account Matching and Data Hygiene: The integration improves Salesforce data hygiene by mapping orphan leads to the appropriate accounts, and helps uncover missing decision makers within target accounts.
