ICP marketing done right

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.

• Step 0: Define ICPS & TAM: If you don’t understand your audience and who you are going after over the next year or so, the rest of this work will be super difficult!


• Step 1.1: Define account tiers : Segment your TAM into 3–4 tiers based on fit, value, and intent to prioritize market

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.

Additional customer surveying, including interviews and getting out in the marketplace to talk to customers and prospective customers; • Efficient experimental testing of product changes and messaging; • A deep plunge into analysis of your user data.