The new campaign and tactic structure in this release allows you to be more strategic in the way you set up Terminus campaigns. To learn more about how campaigns and tactics work, click here. This new release also provides greater visibility into which accounts are engaging with your campaigns. For customers using the Salesforce integration with Terminus, it’s now even easier to see the impact of those campaigns on your target accounts with newly added reporting on how accounts move through your sales process, and ultimately, how that impacts revenue.
Before we dive into any use cases, let’s walk through what the dashboard looks like for a Terminus campaign that’s integrated with Salesforce and what each section means. Later in the article, we'll also walk through a use case for a list-based campaign.
The information in the gray box shows how many accounts you’ve targeted, matched, and engaged as well as the potential revenue value for accounts that have been in each stage. The revenue number listed in the gray box is calculated by adding up the revenue value listed in Salesforce for all open opportunities associated to the engaged accounts in the campaign. You’ll also see how many tactics you have within that campaign, how many accounts are within each tactic, and the audience criteria for that tactic. (Note: For campaigns built off of a list upload, you’ll be able to see how many accounts you targeted, matched, and engaged, but revenue will not be displayed.)
Using information pulled directly from Salesforce, the blue box shows the percentage of engaged accounts (accounts that have been served at least one ad) that progressed to the next positive stage, how many of those accounts progressed, and the revenue value of those progressed accounts. You’re also able to drill down even further to see how many accounts have been in each stage, the potential revenue influenced per stage, and the average velocity for each stage.
(Note: Velocity will be available in the next release.) Accounts represents the total number of accounts that passed through that particular stage, not the current number of accounts in the stage. For example, if one account moves through three stages, one will be added to the count for each stage.
Now, let’s take a look at four different types of Terminus campaigns, how to set them up, and how the enhanced progression report for Salesforce users helps measure success.
Stage-Based Campaign Using Salesforce Integration
If you want to set up a campaign to target accounts with specific messaging based on where they are in your sales process, create a campaign and build the separate stages of your buying cycle out as tactics.
In this example, the goal is to accelerate opportunities to closed won deals and there are five different opportunity stages: Interest, Evaluation, Negotiation, Proposal, and Closed Won. There are four different tactics set up within this campaign and each of those tactics serve a different set of ads and messaging based on the stage. This means that as an account stage or status changes in Salesforce, Terminus automatically orchestrates the experience by moving accounts in and out of tactics based on the audience rules you set. Accounts would only be in a single tactic at one time and would flow through them as stage changes.
On the left side you’ll see how many accounts you targeted, matched, and engaged with your Terminus campaign and the potential revenue value for those accounts at each step. You’ll also see how many tactics you have within that campaign, how many accounts are within each tactic, and the audience criteria for that tactic.
The blue box on the right shows you the percentage of engaged accounts that progressed to the next positive stage, how many of those accounts progressed, and the potential revenue value of those progressed accounts. You’re also able to drill down even further to see how many accounts are in each stage, the potential revenue influenced, and the average velocity for each stage. (Note: velocity will not be available until the V2 release later in Q2.)
Tip: Check out our Key Terms and Definitions article of you have any questions about what any of these terms mean.
Having all of this information in an easily digestible dashboard gives you better insight into how your campaigns are performing, how they’re contributing to account movement through your sales process, and how that impacts revenue.
Persona-Based Campaign Using Salesforce Integration
Since there are typically several decision-makers in the B2B buying process, account-based marketing best practice is to try and engage with multiple people within your target accounts. Persona-based campaigns are a great way to do this because you can build specific tactics based on different personas, but have all the results roll up into one campaign.
In this example, the goal is to move accounts through the sales process by targeting specific personas that make up the buying group within those accounts. There is one tactic targeting IT Operations and one targeting Marketing, all within the same group of accounts.
Just like the reporting in the stage-based campaign, this view allows you to see how many accounts you targeted, matched, and engaged, the value of those accounts, and the tactics you set up. You can also see how many accounts are progressing and the impact that progression has on revenue. In this type of campaign, accounts can be in multiple tactics at the same time but each tactic would be targeting different departments. This allows you to see the impact your campaign is having at the account level while still showing relevant messaging to each department.
1-to-1 Target Account Campaign using Salesforce Integration
If you have a specific set of accounts you want to go after with hyper-targeted messaging, this is a great campaign to run. In this example, there are five tactics, one for each target account. This means you’re able to show ads and messaging specific to that company which leads to a much more personalized experience with your brand.
The new campaign and tactic structure makes running these types of campaigns easier because you can see the overall impact across all of your target accounts. Again, you can see how many accounts were targeted, matched, and engaged, and how that impacts revenue.
Terminus Campaign Using List Upload
If your target account list lives in an excel file or you are not currently using the Salesforce integration, you can still set up a Terminus campaign based on a specific list. This campaign is for an upcoming event with a target list of accounts that have registered for this event.
You’re still able to see how many accounts were targeted (accounts that were in your list), matched, and engaged, and you can also see any tactics that were created underneath that campaign. This example has only one tactic, but you have the ability to create multiple tactics under the campaign.
Benefits of Clearly Defined Campaign Goal
Having a clearly defined goal for Terminus campaigns and setting up the proper tactics to support that goal is critical for success. With the new features in the Terminus platform, you’re able to be more targeted with your messaging and have a better understanding of how that messaging is working to progress accounts and drive revenue. This information is also super valuable to share with your organization to show the value of Terminus. These dashboards clearly show the impact Terminus has on specific stages in your process or on specific target accounts, helping you show positive results to stakeholders in your organization.