Example Account-Based Sales and Marketing Program

Terminus put on an excellent FlipMyFunnel class today. One element of the event was walking through an account-based sales and marketing program. Let’s take a look at their example:

Marketing Touch Points

• Pre-cadence: Terminus Ads
• During cadence: LinkedIn and Facebook retargeting to known contacts
• After 1st 8 days: Direct mail to unresponsive accounts

Sales Touch Points

• Day 1: Personalized video email (via Vidyard integration in SalesLoft)
• Day 2: Email
• Day 4: LinkedIn (Attempt to connect)
• Day 6: InMail
• Day 7: Video email (From different team member)
• Day 8: Call, no VM
• Day 8: Direct mail
• Day 13: Call, LVM about the package
• Day 13: Email about the package
• Day 15: Video email
• Day 16: Call, no VM
• Day 20: Breakup video email

Most companies focus on making a certain number of calls and emails per day that ends up being broad and shallow. Modern customer acquisition teams run detailed outbound account-based sales and marketing program against their best-fit accounts using account-based intelligence.

Thanks to Terminus and the FlipMyFunnel team for putting on the event and sharing the excellent ideas.

What else? What are some more components of an effective account-based sales and marketing program?