ABM Is B2B.

For example, you might decide to send email or direct mail targeted to all the financial services companies in your target account list.

You’re not qualifying these accounts as high-priority, hence the more general one-to-many approach. Maybe they meet only a few of your ICP criteria but have shown intent to buy. You wouldn’t want to ignore them, but you also wouldn’t want to waste valuable resources on fish that might not bite.

Why are all those leads getting stuck in pipelines like a bottle cap down the sink? The reason probably is that your engagement efforts aren’t reaching the right decision-makers, or your sales and marketing teams are out of sync.

Terminus orchestrates across account-based display, advertising, LinkedIn, paid social, retargeting, email, direct mail, and more. It’s a surround-sound messaging strategy designed to move each account to a higher level of 1:1 conversation.

To do this, you need to build an account intelligence database from lots of different data sources. In fact, account intelligence

In one-to-many, you’re targeting a group of accounts with similar characteristics based on firmographic data, such as

One of Masergy’s target accounts was a major airline. Their multi-channel engagement strategy for this account included 1:1 ads, outbound calls with personalized messaging and direct mail, and email nurture programs that kept their brand in front of all the key stakeholders at the airline.

help them beat their competitors using your product or service. Again, case studies are your friend.

As soon as you see your future or current customers doing anything interesting, notify them, and share something that will

Landing on the most appropriate engagement metrics doesn’t necessarily mean that every account that engages is sales-ready.